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Facebook CBO or ABO? Which Budget Optimization is Best?

Published on: November 17 2023 by Todd Dowell

Facebook CBO or ABO? Which Budget Optimization is Best?

Table of Contents

  1. Introduction
  2. Understanding CBO and ABO
  3. Pros and Cons of CBO Campaigns
    • Pros
    • Cons
  4. Pros and Cons of ABO Campaigns
    • Pros
    • Cons
  5. Finding the Right Strategy for Your Business
  6. Scaling Your Campaigns with ABO
  7. Scaling Your Campaigns with CBO
  8. Testing Different Audiences and Creatives
  9. When to Use CBO vs ABO
  10. Conclusion



As advertisers, we are constantly looking for the best strategies to get the most out of our campaigns. One of the biggest debates in the world of Facebook advertising is whether to use Campaign Budget Optimization (CBO) or Ad Set Budget Optimization (ABO) for our campaigns. In this article, we will explore the differences between CBO and ABO, their pros and cons, and how to scale your campaigns using both strategies.

Understanding CBO and ABO

Before diving into the pros and cons of each strategy, let's take a moment to understand what CBO and ABO actually mean. CBO, or Campaign Budget Optimization, allows you to set the budget at the campaign level and Facebook automatically allocates that budget across the ad sets within the campaign based on performance. On the other hand, ABO, or Ad Set Budget Optimization, allows you to set the budget at the ad set level, giving you more control over how much you allocate to each specific ad set.

Pros and Cons of CBO Campaigns

CBO campaigns offer several advantages that make it an appealing choice for advertisers. One of the biggest advantages is its ease of use and simplicity. With CBO, you only need to set the budget at the campaign level, and Facebook takes care of optimizing and distributing that budget among the ad sets. This saves time and effort in budget management. Additionally, CBO campaigns are known for their ability to scale quickly and effectively. The automatic budget allocation helps to identify the best-performing ad sets and allocate more budget to them, maximizing results.

However, CBO campaigns also have their drawbacks. One of the main concerns with CBO is that it gives less control to advertisers over budget allocation. Although Facebook's algorithms are designed to optimize the budget, it may not always distribute the funds as desired. This lack of control can make it difficult to achieve specific objectives or experiment with different budget allocations. Another drawback is the limited ability to test audiences and creatives within a CBO campaign. As Facebook tends to favor certain ad sets or creatives over others, it can be challenging to effectively test and optimize different variables.

Pros and Cons of ABO Campaigns

ABO campaigns, on the other hand, offer advertisers more control over budget allocation. By setting the budget at the ad set level, advertisers can allocate specific amounts to each ad set and have more visibility into the performance of individual elements. This greater control allows for better experimentation and optimization. ABO campaigns also provide more flexibility in testing different audiences and creatives within a single campaign. Advertisers can easily duplicate successful ad sets and make adjustments to test new variables.

However, ABO campaigns also have their limitations. Managing budgets at the ad set level can be more time-consuming and requires constant monitoring and adjustment. This can be challenging, especially for advertisers running multiple campaigns simultaneously. Additionally, ABO campaigns may not scale as quickly or effectively as CBO campaigns. The manual budget allocation may lead to slower scaling and less optimized results compared to the automatic optimization of CBO campaigns.

Finding the Right Strategy for Your Business

Ultimately, the choice between CBO and ABO depends on various factors specific to your business needs and goals. Consider factors such as your level of experience with Facebook advertising, the complexity of your campaigns, and your desired level of control.

If you are new to Facebook advertising or prefer a more hands-off approach, CBO campaigns may be a suitable choice. They offer simplicity, easier scaling, and automatic optimization. However, if you prefer more control over budget allocation and want to experiment with different variables, ABO campaigns may be the better option.

It is worth noting that the effectiveness of each strategy can vary depending on the specific ad account and campaign. It is always recommended to test different strategies and analyze the results to determine which approach works best for your business.

Scaling Your Campaigns with ABO

Scaling campaigns with ABO requires careful monitoring and strategic adjustments. One effective strategy is to duplicate successful ad sets and gradually increase the budget by 10-20% per day. This incremental approach allows for controlled scaling while maintaining profitability. Additionally, regularly testing new audiences and creatives can help to uncover untapped opportunities for growth.

Scaling Your Campaigns with CBO

Scaling campaigns with CBO can be a more streamlined process. By increasing the budget at the campaign level, Facebook's algorithms will automatically allocate more funds to the best-performing ad sets. However, it is essential to closely monitor the performance and make adjustments as needed. If certain ad sets are not performing as expected, consider duplicating them into a separate ABO campaign to have more control over their budget allocation.

Testing Different Audiences and Creatives

Testing different audiences and creatives is crucial for optimizing your campaigns and maximizing results. With ABO campaigns, you can easily test multiple audiences by creating separate ad sets for each audience and allocating the desired budget to each. Similarly, testing different creatives can be done by duplicating successful ad sets and replacing the creative content. This iterative testing process allows for continuous improvement and better optimization.

When to Use CBO vs. ABO

Determining when to use CBO or ABO depends on your campaign objectives and specific circumstances. As a general rule, CBO campaigns are ideal for simpler campaigns with a higher budget and a focus on scalability. They work well when you want to maximize results and are more hands-off in managing the budget.

On the other hand, ABO campaigns are better suited for more complex campaigns that require more control over budget allocation. If you want to experiment with different audiences, creatives, or have specific objectives in mind, ABO campaigns provide the necessary flexibility and control.


In conclusion, both CBO and ABO campaigns have their merits and drawbacks. The choice between the two depends on your specific business needs, objectives, and preferences. It is crucial to continuously test and analyze the performance of your campaigns to determine the most effective strategy for your business. Remember to consider factors such as ease of use, scalability, control over budget allocation, and testing capabilities when making your decision.

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