In a reversal, Facebook will now not require advertisers to make use of its Campaign Budget Optimization (CBO) function in campaigns. Advertisers could have the selection to both have budgets managed on the marketing campaign or advert set degree.

Advertiser alternative. “To provide advertisers with flexibility and choice in their buying strategies, we have decided not to pursue a mandatory migration for Campaign Budget Optimization (CBO),” a Facebook spokesperson stated in an announcement to Search Engine Land Monday. “While we still believe CBO provides performance and value gains, we will move to offering CBO as an option and not as a requirement.”

Facebook had initially planned to move all campaigns to CBO-only by final September however has been pushing off the swap. With CBO, Facebook’s algorithm robotically optimizes finances allocation throughout the adverts units in a marketing campaign.

Why we care. Many advertisers have pushed back towards the change, saying they typically see higher outcomes after they can set and management budgets on the advert set degree. For months, advertisers have been testing CBO with blended outcomes.

Facebook clearly heard advertisers after they stated they weren’t proud of the mandate, and has now deserted it altogether. As the corporate spokesperson notes, although, Facebook nonetheless believes within the efficacy of CBO and its algorithm’s capability to maximise efficiency outcomes. It’s simply going to cease forcing the difficulty, for now.

The choice comes as advertisers have been pulling back spend through the coronavirus disaster, however this determination is unrelated, we’re advised, and it’s everlasting.

This story first appeared on Search Engine Land.