In a reversal, Facebook will not require advertisers to make use of its Campaign Budget Optimization (CBO) characteristic in campaigns. Advertisers can 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 mentioned 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 change. With CBO, Facebook’s algorithm routinely optimizes funds allocation throughout the advertisements units in a marketing campaign.

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

Facebook clearly heard advertisers once they mentioned they weren’t pleased with 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 in the course of the coronavirus disaster, however this determination is unrelated, we’re instructed, and it’s everlasting.

This story first appeared on Search Engine Land.