# CBO vs ABO vs ADVANTAGE Campaign Budget?!! Channel: Ben Heath Video: https://www.youtube.com/watch?v=HVfuErKRxUU Duration: 8 min Language: English Words: 1753 Transcript page: https://viewrankai.com/tools/youtube-transcript/HVfuErKRxUU --- [0:00] so you may have seen advantage campaign budget pop up in your facebook ad account you might be thinking what is that so i'm going to explain what it is in this video i'm also going to explain which budget optimization option you want to use after this update so i'm in an example ad account and to walk you through this i'm going to quickly create a campaign and we're going to go ahead and create a sales campaign in the new odac's menu you might have the old campaign objective menu but at the campaign level if you scroll down we'll see here at the bottom we've got advantage campaign budget now [0:28] not every single ad account is going to have this yet like with all facebook advertising features they seem to roll things out in stages to various people um but most will i think at this point now advantage campaign budget you can see let's quickly read what meta have to say about it underneath advantage campaign budget will distribute your budget across ad sets to get more results depending on your delivery optimization choices and bid strategy you can control spending at each ad set now those of you that are already pretty familiar with the facebook ad platform will notice that that sounds very very similar to cbo campaign budget [1:01] optimization it also happens to be in the exact same spot as cbo campaign budget application in the campaign creation process and yes it is a rebranding as far as we can see there's no actual changes to the way this works from cbo they're just changing the naming into advantage campaign budget as opposed to campaign budget optimization um which meta love to do they love to rebrand stuff and it's part of this roll out of advantage and advantage plus stuff that meta currently doing within the facebook you you'll see within your facebook account there's lots of different things um that are popping up i'll talk more about those in a minute [1:39] there's a couple of things i find interesting about this firstly the default is off which is the same as what we had with cbo but the language is more encouraging i think to get facebook advertisers to use this feature it's called advantage campaign budget who doesn't want anything advantage related when it comes to the facebook and instagram campaigns everyone wants an advantage everyone wants the best what's possible everyone wants um to beat their competitors so anything that's got an advantage in it is going to attract more people more facebook advertisers use it and i'm sure that this advantage campaign budget is going to have a higher usage rate than [2:17] campaign budget optimization did even though it's the same thing just because of the name you have to remember there's a lot of facebook advertising beginners that don't necessarily know the technicalities of these things and that might sound like a trivial point but i don't think it actually is facebook haven't gone ahead and changed the name of everything they haven't made everything advantage or advantage plus they've chosen certain things i think they've done that on purpose to convince people to use certain things more things like automatic placements are now called advantage plus placements they want us as facebook advertised users why do they want us to do that because on average [2:51] people get better results and when people get better results they spend more focus to make more money et cetera et cetera so they're incentivized to get us good results when they change a name of something in in a way that's going to encourage people to use it it's because they believe that using it on average is going to be better and once we're covering this updated feature i think it's important to cover whether or not you want to use advantage campaign budget what used to be called campaign budget optimization or whether you want to stick with the default ad set budget it's often referred to as now given [3:19] the naming convention is is an indication of what meta think but i also agree we've done so much testing on this that the majority of facebook advertisers want to turn now what's called advantage campaign budget on you are almost certainly going to get better results particularly over the short term if you use this feature as opposed to setting budgets at the asset level because with this feature more of your budget is going to be spent on the ad sets that deliver the best results if you've got say a hundred dollars a day to spend and you had four ad sets and you went 25 25 25 25 well [3:53] you get the same amount spent on each ad set whether one ad sets producing a cost per lead of two dollars or another asset is producing cost per liter 15 whereas with this feature turned on the ad set that's producing cost per liter two dollars in that scenario is going to get a lot more of the budget and your overall total cost per lead from that campaign is going to be significantly better adset budgets do provide more control so if you're the sort of facebook advertiser it's going to be spending a lot of time in your ad account doing tons of testing and you want to make sure that certain amounts [4:24] are spent on individual ad sets um then you can get data faster because you're forcing spend in different areas you can work out which elements work best and then you can optimize specifically for those so if you're going to be really detailed and on top of things can work well otherwise for most advertisers i recommend you go with what used to be called cbo what's now called advantage campaign budget now with that recommendation i am assuming that you're using a conversion-based campaign objective so something like leads or sales in the new odac's menu in the previous campaign objective menu would be conversions um lead generation app installs things like that and the [5:03] reason why cbo what's that it's gonna take me a while i'm gonna keep getting that wrong i'm sure the reason why advantage campaign budget or acb as i'm sure it will come to be known um works well for those conversion based objectives is because meta know exactly what you want and they're going to optimize your campaign for that thing if for example using a traffic campaign or a video views campaign something like that then we would typically use ad set budgets because your campaign is not automatically going to optimize itself for your end result there's going to be intermediate steps and you may find from your data that if you're running say a [5:37] traffic campaign okay one ad set might produce a lower cost per click but do those people go on to purchase from your website for example do they go on to make that sale as well you might be able to track that externally but not be able to track it within your facebook ad account and therefore the greater control becomes more important in that sort of in that sort of scenario and as part of the rebranding of advantage to advantage campaign budget if we scroll down you can see that the bid strategy the campaign bid strategy options have changed again it very much seems like a naming convention thing but it's [6:09] important you know this otherwise it can get really confusing so you can see that the campaign bid strategy the default is now highest volume now that's the same as what used to be called lowest cost and this varied a lot between ad accounts some previous ad accounts would just have lowest cost some would have lowest cost and higher volume and all sorts of different options there depending on what sort of campaigns you typically run even location of your facebook ad account in terms of in the world and things like that but highest volume is the default and that's what i would recommend that most facebook advertisers use just be aware that if [6:40] this changes and you find it confusing that's the same as lowest cost if you think about it it is effectively the same because you're trying to get as much of your desired result for however much you're spending those two things come out at the same place as i said this change to advantage campaign budget is more of a rebranding of an existing feature there are a few other examples of that if i go to the ad set level and scroll down we can see there we go we've instead of automatic placements you've now got advantage plus placements again it's a similar rebranding but there are actually some new features and some [7:11] changes to the way things work within this advantage and advantage plus rollout i'm gonna be covering those in videos the next few months make sure you subscribe to keep an eye on those some of them are really really interesting okay before you go there's something i want to mention that i think you might be very interested in and that's my company's facebook and instagram advertising services my company lead guru is a specialist facebook and instagram ad agency we create manage and optimize campaigns for our clients and if you'd like us to run your facebook instagram ad campaigns help you get better results that's something we may [7:38] well be able to help you with if you want to find out more information you can click a link in the video description below we do have a 3k per month minimum budget requirement so please only book a call if you're at that budget level or about to be at a budget level but if you are we'd love to work with you go ahead and book a free obligation call and find out some more info and finally there's a tool that very few facebook advertisers know about but you can use it to find out exactly how many other facebook advertisers are targeting the same audiences as you i'll [8:05] show you exactly how it works in this video here and you can use it to find less competitive which are less expensive target audiences it's well worth doing can really improve your 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