Facebook Cancels Plans For a Required Campaign Budget Optimization

04 May 2020

Facebook has officially decided to abandon required campaign budget optimization, giving advertisers a choice to manage budgets at the campaign level or ad level. After announcing the requirement in September, Facebook was met with backlash from advertisers saying they often see better results when controlling budgets themselves. Facebook states that they still trust the efficiency of their campaign budget optimization and their algorithm but will not force it on anyone. As Marketing Land states, this decision comes amid advertisers reducing their ad spend due to the coronavirus crisis but Facebook ensures it is a permanent decision on the topic.