Everyone is debating ABO vs CBO & everyone is switching strategies every couple of weeks.
Meanwhile, I haven’t switched my strategy in years….
Do you know why? (Hint: I’ve been telling you all for over 4 years)…
COST CAPS.
If you are using cost controls, running campaigns with inflated budgets means that your ad spend is always allocated in the most efficient way possible.
There will never be a situation where Meta has to choose between allocating spend in one place versus another (ABO vs CBO)…
Your whole ad account is optimized for budget allocation (providing you go all in on cost controls… which you should).
Your dollars will go wherever benefits your brand.
Everyone thought I was crazy when I was preaching cost caps all that time ago…. but I guess you’re all starting to realize now…