Platforms & CampaignsCBO
What is CBO? Campaign-Level Budget and When to Use It
Also known as: Campaign Budget Optimization, Advantage Campaign Budget
Short answer
CBO holds the budget at campaign level and lets the system divide it among the ad sets itself. It gives more to ad sets that perform and less to those that do not.
Against ABO
| CBO | ABO | |
|---|---|---|
| Budget sits at | Campaign | Ad set |
| Who splits it | The system | You |
| Reaction speed | Fast | Slow |
| Good for testing audiences | Poor | Yes |
| Good for scaling | Yes | Poor |
What to watch
- Check campaign status after every budget change. On some platforms the campaign pauses with it.
- Do not include ad sets with overlapping audiences, because they will bid against each other.
- Allow a few days before judging how the budget was split.
Frequently asked questions
- When is CBO better than ABO?
- When you have several genuinely viable ad sets and enough conversions to judge them. CBO shifts budget faster than you could by hand.
- Why is one of my ad sets getting no budget at all?
- Because the system judges the others more likely to deliver. If you still want to test it, use ABO so each ad set gets its own budget.
- Does changing a CBO budget restart learning?
- A large change can. Move in small steps, under about twenty percent, and leave a few days between. On some platforms a budget change also pauses the campaign, so check its status afterwards.
Related terms
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