Budget Line

What I want to do in this video is introduce you to the idea of a budget line Actually probably isn’t a new idea. It’s a derivative idea of what you’ve, seen and often in an introductory algebra course, where A you,’ve, gotten a certain amount of money and you can spend it on a certain combination of goods.

What are all the different possibilities that you can actually buy That’s? Really, what a budget line is Let’s say that you have an income and I’ll, do it both in the abstract and the concrete I’ll do it variables and then I’ll also do it with actual numbers Lets, say your income, Your income in a month is Y and lets say that you spend all of your money.

Your income is equal to your expenditures, Assuming in our little model here that you’re not going to be saving any money To show how overly simplified we can make a model.

We are going to only assume that you can spend on two different goods and that’s, so that we can actually plot all the combinations on a two dimensional surface like the screen over here.

Obviously, most people buy many more or they at least.

Are choosing between many many more than two goods? But let’s say you can choose between 2 goods and let’s just take goods? That we’ve, been doing using in recent videos That 2 goods that you buy are either chocolate or fruit.

You could buy chocolate by the bar or fruit by the pound.

What are going to be your expenditures, assuming you spend it all on chocolate and fruit? Well, there’s going to be the amount that you spend on.

Chocolate will be the price of chocolate times the quantity of chocolate you buy, which is the number of bars And then the amount you spent on fruit will be the price of fruit per pound times the quantity of fruit, For example, if Y 20 a month and The price – actually, we’ll plot this in a second, the price of chocolate is equal to 1 per bar, and the price of fruit is equal to 2 per pound.

I think these were the prices I used in a per pound of fruit. Then, all of a sudden, you would know what this is.

You would know what this is, and this is You know what the Ps are and the Y and then you could actually graph one of these quantities relative to the other.

What we can do is and let’s do, that we can graph the quantity of 1 relative to the other.

Why don’t we put the quantity of chocolate on this axis over here and let’s put the quantity of fruit on this axis.

Over here, First, if we wanted to graph it, I like to put it since I’ve – put quantity of chocolate on the vertical axis here.

I’d like to solve this equation for quantity of chocolate as a function of quantity, fruit, and it should make it pretty straight forward to graph Let’s try that out.

First, I’m just going to rewrite this without expenditures in between.

We have our income, our income Y price of chocolate times the quantity of chocolate plus the price of fruit times the quantity of fruit.

Now I want to solve for the quantity of chocolate.

Let me make that orange. So we know that this is this one right over here.

If I want to solve for that the best way, I could isolate it one side of this equation.

Let me get rid of this.

This yellow part right over here and the best way to do that is to subtract it from both sides.

Let’s subtract the price of fruit times the quantity of fruit, and I could substitute the numbers in first and that might actually make it a little bit easier to understand, but I like to keep it general first, You see you don’t have to Just use with these numbers, you could just see the general result here.

I’m going to subtract it from the left hand, side and the right hand, side and the whole point is to get rid of it.

From the right hand, side This cancels out the left hand.

Side becomes your income minus the price of fruit times the quantity of fruit? This is going to be equal to your right hand, side, which is just the price of chocolate times the quantity of chocolate.

Now, if we want to solve for the quantity of chocolate, we just divide both sides by the price of chocolate, and then you get it and I’ll flip.

The sides You get. The quantity of chocolates is going to be equal to your income.

Your income, divided by the price of chocolate, minus the price of fruit times the quantity of fruit, all of that over the price of chocolate All over that over the price of chocolate.

We can actually substitute these numbers in here and then we can actually plot what essentially, this budget line will look like In our situation.

20 Y 20.

The price of chocolate is equal to 1.

Price of chocolate is equal to 1.

This term right over here, 20 per month, divided by 1 per bar, which would actually give you 20 bars per month.

If you work out the units, This term right over here just simplifies to 20.

This is actually an interesting term.

Your income, your income in dollars, divided by the price of an actual good or service. You could view this term right over here as your real income.

The reason why it’s called real income.

Is it’s actually pegging what your earnings to what you can buy? It’s, pegging it to a certain real goods.

It’s not tied to some abstract quantity like money which always has a changing buying power.

What you could buy for 20 in 2010 is very different than what you could buy for 20 in 1940.

Here, when you divide your income divide it a by a price of some good.

It’s really telling you your income.

In terms of that good, You could view your income as 20 per month, or you could view your income.

If you wanted your income in chocolate bars, You could say my income is: I could buy 20 chocolate bars each month, So I could say my income 20 chocolate bars per month.

They would be equivalent to you, assuming that you could sell the chocolate bars for the same price. You could buy it and that’s somewhat of an assumption, But you could say I have the equivalent income of 20 bars a month.

You could have also done it in fruit.

I have the equivalent income of 20 divided by 2 10 pounds of fruit a month.

It’s, trying your income to real things, not the abstract quantity like money Anyway, this is going to be equal to.

Let me write it over here.

My quantity of chocolate is going to be equal to this term right over here as 20.

If you wanted to do the units, it would be 20 bars per month and you could do a little bit of dimensional analysis to come up with that.

You could treat the units just like numbers and see how the cancel out 20 bars per month minus the price of fruit, divided by the price of chocolate, 2 per pound of fruit.

The price of fruit is going to be 2 and I actually want to look at the units because that’s interesting.

Let me write it here. The price of fruit is equal to 2 per pound.

Let me write it.

This way: 2 per pound of fruit.

I’ll show you how the units cancel out.

Then we’re dividing that by the price of chocolate, Dividing it by the price of chocolate, which is equal to 1 per bar of chocolate.

Now, obviously, the math is fairly straight forward.

We just get 2, but the units are a little bit interesting.

You have a dollar and the numerator of the numerator and a dollar the numerator of the denominator.

Those will cancel out.

You could actually view this, as this is going to be the same thing just to look at the units This is going to be. This is the same thing as the numerator times the inverse times the reciprocal of the denominator right over.

Here You could say 2 per pound times.

The reciprocal of 1 is just 1 times 1 bar per dollar.

Then the dollars cancel out and you are left with 2 bars per pound of fruit.

What we’ve actually done over here this term right over here it gives us bars of chocolate per pound of fruit.

It simplifies to 2 bars of chocolate per pound of fruit.

It’s actually giving you the opportunity cost of a pound of fruit.

It’s, saying hey: you could buy a pound of fruit, but you’d be giving up 2 bars of chocolate Because the price you could get 2 bars of chocolate for every pound of fruit.

You could view this as the relative price.

This right over here is the relative price of fruit. In this example, It’s telling you the opportunity, cost it’s, telling you how much fruit cost in terms of chocolate bars Regardless.

That number is fairly straight forward.

It was just a 2 Minus 2 times the quantity of fruit.

This is fairly straight forward to plot.

If the quantity of fruit it 0, our quantity of chocolate is 20.

This is going to be 20 over here.

This is 20 and this is going to be 10.

This is 15.

This is 5.

This is a point on our budget line right over there. There is multiple ways that you could think about this.

One way you could say is: if you buy no chocolate, if the quantity of chocolate is 0, what is going to be the quantity of fruit, Then you could solve this or you could just say.

Look if I have 20 a month, then I’m going to spend it all on fruit.

I can buy 10 pounds of fruit So to say that this right over here is 10.

Let’s say this right over here is 10.

This is 5.

So this is also on our budget line, and every point in between is going to be on our budget line.

Every point in between is going to be on our budget line.

Another way you could have done this, and this comes straight out of kind of your typical algebra 1 course.

You could say in this case, if you view this, as the Y axis you say your Y interceptor, you say My chocolate quantity interceptor is 20 and then my slop is negative. 2.

My slope is negative 2 For every extra pound of fruit I buy.

I have to give up 2 pounds of chocolate.

You could also view this as the opportunity cost of fruit.

You see this slope as we go forward.

If we buy one more pound quantity of fruit, we’re giving up 2 bars of chocolate.

One statement I did just make, I said every point on this line – is a possibility, and I can only say that if we assume that both of these goods are divisible, goods, which means we can buy arbitrarily small amounts of it, that we could buy 10th of A bar of chocolate on average, especially Or we could buy 100th of a pound of fruit.

If they weren’t divisible, they’re indivisible, then only the whole quantities would be the possibility points We’ll just assume they’re divisible, especially even if the store only sells indivisible bars of chocolate.

If you buy one bar of chocolate every 4 months on average, you’re buying 25 bars of chocolate per month, Even that on average.

Almost anything almost anything here is divisible. This line right over here shows all of the combinations we can buy.

All of the combinations of the divisible goods we could buy if we spend all of our money That right over there is our budget line.

That is our budget line.

That is our budget line And any combination out here is unaffordable.

We don’t have enough money for that.

Any combination down here is affordable.

Actually, we would end up with extra money if we’re below the budget line, This isn’t all that different than what we saw with the production possibilities.

Frontier Remember.

We had a curve that really showed all of the.

If we were producing 2 goods what combinations of goods we could produce Anything on that curve for the productions possibility, frontier was efficient. Anything outside of it was unattainable and anything inside was attainable but inefficient.

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Campaign Budget Optimization From Facebook: How to Get It to Work for You

Facebook campaign budget optimization is here and a lot of people are wondering what does this mean for their ads? Stay tuned and I’m gonna break down exactly what it is and why Facebook is a smart system that will optimize your ads for you if you set up everything properly. Facebook’s campaign budget optimization does the work for you if you’ve set up your ad sets and targeting appropriately. What happens is that Facebook’s notice that people are struggling so much in figuring out how they need to set budgets at the ad set level that they’ve said, you know, we’re gonna combine everything in a campaign and optimize for you and reallocate those budgets.

Let’s talk about where that’s going to hurt you and where that’s going to benefit you.

Stick around to the end and I’m going to share with you my personal recommendations on how you should set up CBO so that Facebook’s able to do optimization for you. How many ad sets, how big are the audiences, what kind of content, when it should be another campaign or another ad set? What is campaign budget optimization? It’s Facebook taking the individual budgets you have across different ad-sets and bucketing them into a single campaign level budget. How do you set up Facebook CBO?

If you’re watching this in February, 2020 or later, it’s automatically there for you. If you’re watching this before February, then you just check the option inside the campaign level settings to enable CBO. CBO is required and mandatory, so my suggestion is just go ahead and roll those changes now. Why is campaign budget optimization so important to us? It’s Facebook doing the work for us.

You can see here in this particular campaign; we have eight ad-sets. At the ad level group, you’re able to set a budget for a particular target.

Based on the size of the audience we may choose a budget that we think is appropriate. A remarketing audience might be a little bit smaller. A lookalike audience or a nationwide audience might be a little bit bigger.

Now, if I add up all the audiences across all of the ad-sets, that’s potential audience I could reach if I had my budgeting set properly at each of the different ad-sets. Now, Facebook knows that people don’t know how to set budgets, so some audience might be smaller, and you might set that at 10 bucks a day, an audience might be bigger you might set that at 50 bucks a day, but how do you know what’s the right budget? It’s not just the size of the audience, it’s what’s profitable.

So what happens is that when you set your particular goal, it could be a manual bid where you say $10 a lead or 3 cents per Thru Play video, whatever it is that you are setting automatic or manual, Facebook is going to try to seek the most number of conversions for that particular conversion type that you’re selecting or objective that you’re selecting across the different ad-sets. Some of the misconceptions about Facebook CBO is that Facebook is taking away control from us because a lot of the people who’ve done Facebook ads for a long time, they like being able to touch every little detail.

But this is actually hurting you, Facebook has more data than we do. If you give it the right objective that you’re optimizing for, it’ll do a better job than you can manually. Now if you have your campaign set up properly, meaning you have your audience targeting and you have your content associated together in ad-sets as part of each campaign, campaign budget optimization is going to help you.

Facebook did this because you may have one ad-set that’s doing really well, but it’s being budget limited. You may have another ad-set where it’s actually overspending because you put too much budget against it and maybe the performance in this smaller one, usually a remarketing audience is going to do better, it is being drowned out by money being wasted in another ad set.

So, Facebook said, why don’t we just basically do away with the concept of the ad-set of the budgeting level and say, let’s treat it as an entire budget and let’s allocate the funds to be able to maximize whatever your chosen objective is independent of the ad-set level budget. Facebook is so smart as a system that they wanna be able to do that heavy lifting for you, but if you don’t have your campaign set up properly, campaign budget optimization is going to hurt. People get into trouble with Facebook CBO because they have too many ad sets and too many audiences that are too diverse inside a single campaign. All too often we see beginners where they set up 20 different campaigns, each campaign has 10 different ad sets and they think that somehow they’re testing more, actually what they’re doing is they’re polluting their system.

Simpler campaigns do better because if you are not getting at least 50 observations per ad-set per week, the learning objective of Facebook is not able to kick into gear.

Every time you touch your ads, you’re resetting that learning phase. So the more data you can give Facebook at the campaign level and at the ad set level, the more Facebook can do the work for you. So when you have a lot of ad sets and the audience sizes are different, when you shift to campaign budget optimization, what may initially happen is that those big ad sets end up getting most of the budget and then you hear people complaining saying, oh, I shifted to campaign budget optimization and now my conversions went down. Because what will happen is that it will rob from the smaller audiences. So the right thing to do is make sure that when you are setting up your campaigns, you have fewer ad sets.

The ad sets that you have in a particular campaign are about the same size, about the same audience quality, or are the same stage in the funnel. That way when Facebook is able to allocate between different ad sets, it’s able to do it without hurting the power of a remarketing audience, which is small and does really well compared with the cold audience. So mixing cold and warm audiences together inside one campaign is going to hurt you. My rule of thumb is three campaigns, one at each level in the funnel of awareness, consideration, and conversion. And each of those targets inside each of those campaigns should be similar, meaning the same level of depth inside your funnel.

You don’t winna combine warm audiences and cold audiences. You don’t winna combine small audiences and large audiences.

Anyone inside an ad-set should be relatively similar, and the content that you have should be relatively similar. It allows for the fine-tuning of CBO to occur. CBO is about lightweight rebalancing of budget, not about lots and lots of separate ad tactics.

Those should be separate campaigns, not ad-sets inside a single campaign.

Now that you’ve learned about Facebook campaign budget optimization and all the different changes Facebook’s making all the time, in our next video, let’s talk about how you optimize and tune your Facebook ads.

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