With the upcoming mandatory switch to Campaign Budget Optimization, CompanionLabs has been hard at work developing some features that will help you optimize and scale your CBO campaigns. These features are not meant as a replacement for CBO, but take advantage of the grading that is core to the CompanionLabs product to help guide Facebook's optimization when appropriate.
The CBO Management page (accessed by clicking CBO in the header) is a streamlined view of all active CBO campaigns in your account.
The campaign header contains information about the CBO campaign including the grade assigned by CompanionLabs, the current budget and the CPA and spend for the last 30 days. There is also an option to turn on the the new CBO Auto Guidance feature for this campaign (details below).
The Ad Sets tab shows you all adsets that belong to a given CBO campaign. Each row contains the key information you need to be able to make adjustments at the adset level, including the CPA and spend for the adset for the last 30 days as well as the percentage of spend allocated to the adset over the last 7 days. There are also easy to use controls to set adset budget minimum and maximum as well as to toggle on and off the adset. To set a minimum or maximum budget on an adset, simply click the pencil icon. To clear out an existing minimum or maximum budget, just click the 'X' that appears when you hover over the current value.
CBO Auto Guidance
The CBO Auto Guidance feature can be turned on for a given campaign via the campaign header on the CBO Management screen. When this feature is turned on CompanionLabs will automatically adjust adset level budget minimums and maximums once a day (around midnight) when our algorithm predicts that Facebook is not distributing budget in an optimal way to achieve your target performance threshold. You will typically see adjustments if Facebook is putting a higher percentage of spend than is optimal on adsets graded a C or below and our algorithm predicts that budget could be better spend on adsets graded B or above in the same campaign. If you do not have the Auto Guidance feature turned on, you will receive budget minimum and maximum recommendations for the adsets in the budget section of the Recommendation Center. The Auto Guidance feature will NOT adjust the campaign budget level and any minimums and maximums set by the user (and not CompanionLabs) will be maintained.
We have introduced 4 new budget recommendation types to help you optimize and scale your CBO performance.
Adset Budget Maximum
CompanionLabs will make a Adset Budget Maximum recommendation when Facebook is spending a higher proportion of the existing campaign budget than is deemed optimal by our algorithm. By limiting the amount of budget being spent on underperforming adsets, more budget can be spent on adsets that are performing well. These recommendations can be applied automatically by turning on CBO Auto Guidance for the campaign (see above).
Adset Budget Minimum
CompanionLabs will make a Adset Budget Minimum recommendation when Facebook is spending a lower proportion of the existing campaign budget than is deemed optimal by our algorithm. By telling Facebook to spend more budget on good performers, the overall performance of the campaign will improve. These recommendations can be applied automatically by turning on CBO Auto Guidance for the campaign (see above).
Campaign Budget Increase
CompanionLabs will make a Campaign Budget Increase recommendation when Facebook is effectively spending the existing campaign budget but our algorithms predict that more budget can be spent while still maintaining your target performance. You will typically see these recommendations when the majority of your campaign's budget is being spent on adsets graded B or above.
Campaign Budget Decrease
CompanionLabs will make a Campaign Budget Decrease recommendation when Facebook is spending the majority of the existing campaign budget but our algorithms predict that performance can be improved by spending less across multiple ad sets. You will typically see these recommendations when the majority of your campaign's budget is being spent on adsets graded C or below.
In order to stay ahead of the mandated switch to CBO, ALL bidtests will now be created as CBO campaigns. When you start a new bidtest, CompanionLabs will create a campaign called "BIDTEST: Source Adset Name" and create the adsets with the different bid levels within this campaign. All existing bidtest parameters (budget, bid adjustment, range, size) will behave as they do today. For budgets, if you start a bidtest from an adset that IS NOT part of a CBO campaign we will use the budget of the source adset as the budget for the bidtest CBO campaign. If you start a bidtest from an adset that IS part of an existing CBO campaign we will use a default budget of $50 USD for the entire bidtest CBO campaign. If you would like to specify your own budget for the bidtest you can use the budget parameter as before (e.g. [budget 100] would use a budget of 100 for the bidtest CBO campaign). We will distribute a reserved amount (usually 50%) of the overall bidtest budget evenly across all adsets as a target (minimum) budget. This ensures that Facebook's CBO algorithm gives all bid levels a chance to spend.
Deprecation of EBU Metric
Since EBU is calculated based on the percentage of an ADSET budget being spent by a given adset it no longer is applicable within CBO campaigns. For this reason we will not longer calculate EBU or display it within the CompanionLabs interface or as part of adset renames within Ads Manager. Within the CompanionLabs interface EBU trend graphs have been replaced with graphs that show the trend of adset spend over the same time periods.