June 04, 2019
SOCIALCODE, DOS EQUIS DRIVE MORE EFFICIENT CAMPAIGNS WITH CBO
Decrease in CPMs leveraging Campaign Budget Optimization (CBO)
compared to other reach-based alc/bev campaigns
with multiple ad set targeting not utilizing CBO
Dos Equis wanted to implement a geo-specific campaign with localized messaging in Texas and the Sunbelt region - two markets where its beer sales have been steady - but the guarantee of serving relevant creative without increased costs was a concern.
How do you activate regional campaigns and target focused audiences while maintaining spend? You finesse an already-known Facebook tool for use beyond its intended purpose. With a knowledge of how Dos Equis’ budget is best spent from work on previous campaigns, SocialCode leveraged Facebook’s Campaign Budget Optimization tool to delegate spend to two regional ad sets - one for Texas and the other for the Sunbelt - so that the most qualified audiences would be reached within both. Placement Asset Customization was also used to ensure the correct spec sizes were being used for each placement in order to drive the best performance. This use of CBO allowed relevant messaging to be delivered to each region without higher costs and ultimately allowed Dos Equis to achieve personalization at scale.
Take learnings from this campaign leveraging Facebook’s Campaign Budget Optimization tool - beyond its intended purpose - in order to successfully execute Awareness campaigns that are looking to deliver personalization at scale.