How did we spend that same $100, on the same audiences, with the same creative, but get $150 more in sales? Instead of evenly splitting that budget between ad set one (interest audience ads) and ad set two (mailing list and traffic audience), we spent $25 less on the first ad set and funneled an extra $25 to the second ad set, the better performing of the two. We made more sales and, because we spent more budget on a more profitable audience, we sold more tickets. And this is budget optimization in practice. It can be done manually or through automated methods (ToneDen has its own automated budget optimization algorithm).