Simple Fact:

Using ABO is the wrong move for 99% of situations in Facebook Ads

There is no legitimate reason not use CBO on your ad accounts, with 1 set of exceptions that we'll cover in just a bit

Let's dive into this
The argument is over
The truth is irrefutable

LFG

Ads do the targeting

Audiences don't

Is it actually a good idea to take control out of the machine, based on incomplete out-of-context data from the past...

Is that really the best way to predict the future?

ABO is predicated on the idea that Facebook stopped evolving in 2018


The argument to use ABO is based on how Facebook worked before oCPM was the standard

The logic behind making informed decisions based on what the Facebook ads dashboard shows us over the last few hours, days or weeks means that we have implicit trust in that data

Which we don't


We know that we don't see all the data that Facebook has

We know that the data we do see is not given to us in realtime

We know not all the information shown to us is purely incremental

If we can't trust the past
How can we use that to predict the future?

Is that a good idea?


The Learning Phase is a designation that Facebook itself does not have the data and consistency required to deliver a predictable or desirable outcome with high confidence

Any ad set still "in learning" is not trustworthy
Ad sets "in learning" also create instability elsewhere


Are you legitimately smarter than Facebook?

Is it truly realistic to think that any single person is better at decision-making than a computer program with respect to optimizing investments across a dynamic environment with billions of auctions happening in microseconds all-day


There is no data-based argument to not use CBO

You cannot scale a brand on the back of chasing small wins and trying to exploit them where there is no scale

CBO helps grow a business
ABO helps make ROAS look good
ROAS is a very low value metric
ROAS is meaningless


When budgets are lower, results are likely to be more efficient

Going after low hanging fruit will not scale your business

When we invest in Broad, the money we spend today helps the investment we make in 6 months much smarter

Managing with ABO, by nature, inhibits this


Getting a "better ROAS" in any particular ad set doesn't actually mean that the ad account is doing better

ROAS is AOV/CPA
Do we really think that managing what audience gets more or less spend today can truly impact the amount of money someone spends after the click?


THERE ARE REASONS TO USE ABO

Maybe I'm using DPA or REBUPSELL

Or maybe I want insight into the data
And I'm willing to sacrifice performance business-wide in favor of some information that I will get from my ad spend

Or of course, when making money isn't why we're running ads

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