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The NEW Facebook Ads Strategy Everyone Needs to Be Using

#Social Media Marketing
2026-04-01 16:417 min read

Content Introduction
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This video discusses strategies for running Facebook CBO (Campaign Budget Optimization) campaigns effectively. It highlights a common issue where the same creatives monopolize the budget, which can lead to suboptimal ad performance. The presenter introduces a four-step modular system that includes prospecting, scaling, retargeting, and retention to optimize CBO campaigns. The video aims to provide insights into a newly released feature by Facebook that allows for better budget allocation across different ad sets. It emphasizes the importance of setting percentage values for daily spending limits rather than fixed dollar amounts, enhancing budget management flexibility. The presenter discusses real-life examples, demonstrating how to distribute budget among various ad sets, ensuring that the most effective ads receive appropriate funding while preventing any single ad from dominating the budget unfairly. Viewers are encouraged to apply these strategies and also invite them to consider working with the presenter's team for further assistance.

Key Information

  • In CBO campaigns on Facebook, creatives tend to dominate ad spend, leading to a common problem.
  • The speaker presents a four-step modular system including prospecting, scaling, retargeting, and retention.
  • A new feature has been released on Facebook to address the issue of budget allocation in campaigns.
  • Ad accounts may experience various spend patterns, indicating which creatives perform best over time.
  • The strategy involves using percentage spending instead of fixed dollar amounts to allow for dynamic budget allocation across ad sets.
  • It emphasizes adjusting ad spend based on performance rather than maintaining fixed budgets or expectations.
  • New changes require marketers to rethink how they set budgets and how to ensure newer ads receive appropriate spend.

Timeline Analysis

Content Keywords

CBO Campaigns

The video discusses the challenges of running Campaign Budget Optimization (CBO) campaigns on Facebook, particularly focusing on how the same creatives dominate budget allocation.

Facebook Ads

A new feature is introduced that helps advertisers manage ad spend more effectively across different ad sets within Facebook Ads.

Ad Sets

The concept of using 'packs' of ad sets with different creatives to optimize for performance, with emphasis on creating a modular system for managing campaigns.

Strategy Changes

The speaker advocates for using percentages instead of fixed dollar amounts for budget setting, emphasizing flexibility as budgets scale up.

Performance Tracking

The discussion includes how optimizing based on performance rather than fixed spending limits allows for better resource allocation to high-performing ads.

New Features

A recent Facebook feature allows advertisers to manage percentages of budget per ad set, promoting a strategy that balances out spending across various ads.

Related questions&answers

What is the core problem encountered when running CBO campaigns?

The core problem is that your same creatives get all of the spend.

How can you solve the issue of the same creatives hogging the budget?

By utilizing a new feature that can optimize spend across various ad sets.

What does CBO stand for?

CBO stands for Campaign Budget Optimization.

What are the four-step modular systems mentioned in the strategies?

The four-step modular system includes prospecting, scaling, retargeting, and retention.

How is CBO budget set?

CBO budget is set at the campaign level.

What is the main advantage of using percentage value instead of dollar value for ad sets?

Using percentage values allows for better scaling of budgets as it adjusts with changes in total budget.

What should be done if an ad set starts to hog the budget?

Set a maximum percentage for that ad set to limit its spending.

Why is it important to validate new ads in the context of CBO?

Validation helps ensure that the right creatives are getting the right amounts of spend, optimizing campaign performance.

What happens when you create a new pack of ads in a CBO campaign?

New packs need to be dominant winners to receive a significant portion of the spending.

What is one of the concerns when testing new CBO strategies?

The concern is that newly created ads may not get the proper amount of spend they deserve.

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