Why ABO?
The automatic Budget optimization feature will eliminate the manual work of increasing and decreasing the budget automatically based on the campaign performance. It can help us in spending the budgets on the right campaign and if rules are set right will improve the overall ROAS in the longer run.


Facebook:

ABO should be used by everyone irrespective of the spending. The following are some of the best practices of ABO: 

Budget of the clientFrequencyBudget change based on Rule
Less than 3 lakhs Weekly Last 7 days ROAS 

Increase budgets - 10% if ROAS is at A(x). 
Decrease budgets - 10% if ROAS is at A-1.5(x)


3 lakhs to 7 lakhsBi/Tri-Weekly Last 7 days ROAS 

Increase budgets - 15% if ROAS is at A(x).
Decrease budgets - 15% if ROAS is at A-1.5(x)


Above 7 lakhs

Tri-Weekly / Daily


Last 3/1 day ROAS 

Increase budgets - 20% if ROAS is at A(x).
Decrease budgets - 20% if ROAS is at A-1.5(x)



Examples:

Client 1 (Health and Wellness ) : 

Budget - Above 7 lakh 

Frequency - Daily

Budget change based on - Last 1-day ROAS

Rule - Increase by 20% if ROAS is above 2x and decrease if the ROAS is below 1.3x

Client 2 (Health and Wellness):

Budget - 3 lakhs to 7 lakhs

Frequency - Tri-weekly

Budget change based on - Last 7 days ROAS

Rule - Increase by 15% if ROAS is above 2x and decrease if the ROAS is below 1x.

Client 3 (Health and Wellness ) : (Scale-up high)

Budget - Less than 3 lakhs, scaled up to 3 - 5 Lakhs

Frequency - Daily

Budget Change based on - Last 3 days ROAS

Expected ROAS - 2.5X

Rule - Increase by 18% if ROAS is above 2X and decrease 10% if ROAS is below 1X.

Google ABO:

This Automated Budget Optimization Feature allows us to automatically update smart shopping campaign budgets at the chosen frequency depending upon the ROAS and the configuration set.

Points to note for Configuring Google ABO:

  • Ensure the smart shopping campaign’s budget spend % is more than 70%

  • In Increase Case, Set the Maximum budget limit as 1.5-2 times the current budget/Target budget

  • In Decrease Case, Ensure the Minimum budget limit is not equal/closer to the current campaign budget.

  • ABO won’t run if the budget spend % falls under 50%. Kindly reduce Troas manually in this case.

  • In the increase case, can set ROAS little less than the actual target ROAS given Late attribution in Google.

Example-

Eske

Budget - 3 lakhs to 7 lakhs

Frequency - Daily

Lookback window - Last 7 Days ROAS

Expected ROAS - 4x

Rule - Increase budget by 20% if the roas is more than 2.5x and Decrease budget by 10% if the roas is less than 1.5x.

How to set up ABO? 

Go to the adyogi dashboard > My account > Dashboard > Rules & Automations > Scroll down to facebook/google budget optimisation and turn the toggle on for starting the setup.