Facebook's principle of ad-serving bidding (above)
This article will focus on the following aspects:
Factors that affect the total bid
Learn about three bidding modes
Advertisers want ads to get more potential users or order conversions.When a user meets the criteria for being an ad audience, the auction is automatically launched.Ads that target a group of eligible users are the "participants" in the auction。ThenComprehensive valueThe highest ad will win the auction and show it to your audience。
The combined value is not the same amount advertisers are willing to pay Facebook to serve their ads, it is a combination of three elements:
Estimated operating rate
Ad quality and relevance
But if the ad gets a lot of negative feedback, its overall value will be greatly reduced. Or, if a user has expressed interest in the ad you're posting, it will increase the overall value of the ad, which is the total value of the ad.
Your bid for an ad isn't the cost you ultimately have to pay for your ad, you just need to spend the maximum amount to win the ad. Facebook will let you get the advertiser's location and show your ads at the lowest possible price.
This means that if your competitor bids $0.45 and you bid $0.5, you only have to pay $0.46 because you're a penny higher than your competitor's bid.
Bidding during the creation of an ad group can reflect the advertiser's willingness to serve ads, bidding is divided into automatic bidding and manual bidding.
A bidding strategy is a tool used to control expenses. Just as budgeting helps you control your overall expenses, a spot strategy helps you control the cost of a single optimization event. The bidding strategy you choose will tell Facebook how to bid for your ad auction.
Facebook offers two bidding strategies:
Lowest cost bid : When selecting this bid strategy, Facebook will bid for the ad group at the lowest possible single-time optimization cost, getting the optimized events for the ad group, and spend the full budget at the end of the day or at the end of the ad group (or campaign) schedule. And you can also set theBid Cap”This determines the maximum bid amount we can bid for.
Target expense bid : When you select this policy, Facebook will keep the average cost of a single optimization event as close as possible to the target cost you set while getting the optimization event for you. This policyOnlyCampaigns for marketing targets with lead development, app installs, conversions, or catalog promotions.
Estimated action rates are used to measure the probability that the audience will take the necessary actions in order to achieve optimization results.
For example, if you run ads for your cooking device and optimize your purchase conversion, you might target people who are interested in cooking. However, the relevance of cooking equipment to user interests does not mean that they will definitely buy cooking equipment. That's why we're thinking about estimating the operating rate.
Other wordsIf you want to sell cooking equipment and the system thinks someone in the market needs to buy a cooking device, it's more likely to serve your ads to that person。
In other words, Facebook determines the "estimated action rate" of your ad based on certain factors. If their algorithm predicts a high rate of action behavior for your ad audience, your ad will have priority in the auction.
Facebook will be based on the previousAudience user actions and ad performanceMake an estimate. To help predict as accurately as possible, Facebook suggests that we set a budget and bid high enough to get at least a few results a day (especially for results that occur off Facebook sites, such as site conversions and mobile app events).
Facebook measures the quality and relevance of ads to determine how strongly users want to see ads.
For example, if your ad gets a lot of negative feedback, it reduces the overall value of your ad. If a user has expressed interest in the ad you're posting, it adds to the overall value of the ad.Fb predicts how well or correlated the ad will be with the user's interest when deciding which ad wins the auction.
So how do I know if my ad matches the interests of my target audience?
To this end, FB provides an ad report calledRelevance Scoreindicators help us to measure.
Relevance scores vary depending on the target (e.g., site clicks or video views), and the correlation score is calculated differently. More than ad impressions 500 Ads receive a daily relevance score of 1-10 points.1 point indicates a low correlation, and 10 points indicates a very high correlation.In this way, you know how relevant your audience is to your ads.
Facebook offers advertisers several key strategies,CPM, CPC, Conversions, Daily Unique Reach, Post Engagement等：
Go to Discovery - "Take a look" And browse "Friends are watching"
sent to have a look