脸书粉赞 Facebook放弃了对广告系列的广告系列预算优化的强制性转变

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Facebook放弃了让所有广告商转向其自动化的Campaign Budget Optimization流程的努力，该流程可能会从可用的广告管理工具中删除手动的广告集预算选项。广告系列预算优化（简称CBO）使广告客户能够为其所有广告集设置集中的广告系列预算，然后Facebook的系统会根据每个广告系列的相对效果自动实时地从中提取广告预算。

Facebook has abandoned efforts to turn all advertisers to its automated campaign budget optimization process, which may remove manual ad set budget options from available ad management tools. Advertising series budget optimization (CBO) enables advertisers to set a centralized advertising series budget for all their advertising collections, and then Facebook's system will automatically extract the advertising budget in real time according to the relative effect of each advertising series.

广告系列预算优化

这个想法是，CBO通过将您的广告支出分配给效果 好的广告来促进更好的结果，这可以为Facebook的广告产品带来更好的结果，理想情况下为广告品牌带来更好的结果。

归因实施综合指南

探索公正的归因解决方案如何使您能够跨所有渠道以及整个客户旅程渠道跟踪和归因转化。

早在2月，Facebook宣布所有广告系列将很快默认切换为CBO，并删除了广告集的其他手动预算分配选项。目前，Facebook允许广告商为广告系列中的每个广告分配特定的预算，但是新系统将看到该容量已删除，而广告商只能在广告集级别上设置 低和 高支出限额。现在，基于广告商的反馈，Facebook正在追溯授权。根据Marketing Land的报道，Facebo ok表示：“为使广告客户在购买策略上具有灵活性和选择余地，我们决定不对广告系列预算优化（CBO）进行强制迁移。尽管我们仍然认为CBO可以带来效果和价值增长，但我们将选择CBO作为选择而不是必须的。”无论哪种方式，这里的影响都难以估计。

如上所述，尽管Facebook的CBO流程理论上使企业能够更有效地分配预算以 大化绩效，但它也基于Facebook的系统，这意味着营销人员需要对Facebook流程所产生的结果充满信心。他们的品牌目标。在不强迫品牌利用CBO的情况下，广告商将对其Facebook广告预算保持更多控制权，但Facebook显然认为这并不符合他们的 大利益。结果将归结为每个广告客户如何利用可用工具。考虑到不同的观点，Facebook保持对手动广告集预算选项的支持是有道理的，尽管这很可能导致Facebook广告整体表现不佳。它还可能会看到Facebook广告商获得比预期或可能更糟的结果-但他们将可以随时选择转到CBO，Facebook无疑会在此过程中强调这一点。值得注意的是您的Facebook广告系列管理流程。您可以在此处详细了解Facebook的广告系列预算优化，或在此处获取有关广告集限制和控制的详细信息。

As mentioned above, although Facebook's CBO process theoretically enables enterprises to allocate budgets more effectively to maximize performance, it is also based on Facebook's system, which means that marketers need to be confident in the results of the Facebook process. Their brand goals. Advertisers will maintain more control over their Facebook advertising budget without forcing brands to take advantage of CBO, but Facebook clearly doesn't think it's in their best interests. The result will come down to how each advertiser uses the available tools. Given the different perspectives, it makes sense for Facebook to maintain its support for the manual ad set budget option, although this is likely to lead to a poor overall performance of Facebook advertising. It may also see Facebook advertisers get worse results than expected or possible - but they will have the option to switch to CBO at any time, and Facebook will no doubt emphasize that in the process. It is worth noting that your Facebook ad series management process. You can learn more about Facebook's ad series budget optimization here, or get more information about ad set restrictions and controls here.

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