On Wednesday , Facebook announced that, beginning in September, new and existing campaigns will be migrated to Facebook’s automated campaign budget allocation system. This system will optimize the campaign budget across an advertiser’s ad sets. The end result means that Facebook advertisers won’t be able to define budgets at the ad set level any more.
Currently, Facebook advertisers are able to set budgets by ad set within a campaign. But in September, once ad campaigns migrate to campaign budget optimization, advertisers will be able to only set budgets on a campaign level.
All campaigns will be affected, whether it’s new or existing campaigns. If you have a long term campaign with specific budgets and performance expectations at the ad set-level, this is a good time to think about how to change your budget before this takes effect. You’ll want to do the same thing with any new campaigns that are set to run beyond September.
According to Facebook, the goal is to give advertisers better results at a lower cost by distributing a campaign budget based on the best performing ads, but the move takes a certain amount of control away from advertisers.
“You’ll have the ability to set one central campaign budget to optimize across ad sets, and we’ll automatically and continuously distribute the budget in real-time to your top performing ad sets,” said the company.
It also means advertisers will have to have faith that Facebook’s automated budget allocations will deliver efficient results.