The secret to winning the Facebook ad auction
Many small partners mentioned advertising auction, such as the enemy, for fear that the high price will spend more money to lose, out of the low price will miss the opportunity to launch, really call people turn the other side, night can not sleep.In fact, as the saying goes, "see the food to eat", "tailored", as long as the advertising objectives and budget costs, the formulation of the correct bid is not difficult.
Choose the right bidding model based on your advertising goals
The so-called bidding model, where you are willing to pay for an event.Facebook offers four ad bidding models that allow advertisers to get what they want based on their goals.
One. CPM (thousands of presentation fees)
That is, the average cost per thousand impressions of an ad:Selecting this bidding mode means that you'll be paying for people who watch your ads, whether or not someone clicks on the ad.
Suitable for audience size:0 to 1 million
Suitable for advertising goals:This model ensures ad coverage and is suitable for advertisers who want to increase brand awareness.
Two. CPC (single-click fee)
That is, the average cost per click:In this bidding model, only when a user clicks on the ad content will incur an expense, regardless of how many times the ad has been shown.Clicks include different types of interactions such as likes, comments, shares, and link clicks.
Suitable for audience size:50,000 to 1 million
Suitable for advertising goals:Advertisers who want to engage users to click or interact.We do not recommend this bidding mode for game downloads.
Three. OCPM (Optimize thousand presentation costs)
That is, "optimized thousand presentation costs":It's also charged based on the number of impressions your ad has, but it's optimized to show ads to people who are more likely to do what advertisers expect (e.g. download, click links, etc.).
Suitable for audience size:More than 1 million
Suitable for advertising goals:Advertisers who want to ensure ad coverage, and advertisers who want ads to guide users to actually perform or convert.Best for game advertisers who need downloads and quality players.
Four. CPA (single action fee, e.g. download)
That is, the average cost of a single action by the user: select this bidding mode, you only have to pay for the action taken by the user by seeing your ad;You can choose from actions such as page likes, mobile app installation, and more.
Suitable for audience size:More than 3 million
Suitable for advertising goals:Advertisers who want to engage users with specific actions, especially app downloads.For games that require strict control of player quality, only downloads will be less than OCPM.
Here are the settings for the various spot modes in Facebook's advertising operating system:
Choose the right way to pay for a better budget
In addition to choosing the right bidding model for your advertising goals, the actual bid price is also important, giving you more precise control over your budget.When you run ads on Facebook, you can choose the target and minimum cost bids for a detailed description.
I. Target Fee Bid Target Cost Bidding:
(Note:Target fee bid before called average expense bid Average Cost Bidding)
That's to pay for the average cost of a single performance for your goal.If you use this type of bidding, Facebook will try to get as much results as possible while keeping the average cost of a single performance no higher than the target average.The cost of a particular single performance may be higher or lower than the target cost bid, but the average cost per performance will be equal to or lower than the target cost bid you set.
For example, suppose you have a budget of $50 and the target fee bid is set to $10.As the chart below shows, you end up spending $48 on six results, with the lowest single installation cost being $2 and the highest being $12, while the average cost is $8 a time, below the target cost you set.
2. Lowest Cost Bid (optional fee cap):
(Note:The lowest bid was previously called automatic bidding Automatic Bidding, and if you choose to set a fee cap, you're formerly known as manual maximum bid Manual-Cost Bid Bid
If we use this type of bidding, we try to start delivering from the lowest-cost users before gradually delivering them to higher and higher-cost users until the budget runs out.If you choose to set a fee cap at this point, the ad won't dig deep into the user above the cost cap even if the budget isn't exhausted.
For example, set the budget to $50 and the cost cap to $10.As the following illustration shows, because the cost of some of the delivery opportunities is higher than the cost ceiling you set, and you fail to deliver successfully, you end up with only four installations, costing $24, and the average cost per installation is $6, reducing the cost per trip compared to the target cost bid, but getting less opportunity to launch.
If you're more concerned about getting the maximum delivery and conversions with your target average cost limit, you should bid with the target expense If you are more concerned about optimizing each result for a fee not exceeding a certain amount, you should bid with a minimum fee
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