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EPISODE 128 26 mins

Budget and Bidding – Ad Auction (DAY 2) ~ Pillars of a Rock Solid Facebook Ads Strategy

Posted on 24th April 2018 , by Kunle Campbell


About the guests

Kunle Campbell

Kunle Campbell

Kunle advice and helps direct-to-consumer retail brands profitably acquire customers through paid media, conversion optimization, and search marketing.
He is also sometimes referred to as ’the ecommerce traffic and conversions guy’.
Kunle hosts the 2X eCommerce Podcast, a top charting podcast on iTunes business and marketing categories.



A fundamental understanding of Facebook Advertising is that like Google AdWords and even eBay it runs on an AUCTION system called Ad Auction.

For each ad impression,
Facebook’s ad auction system selects the best ads to run based on two criteria:

  • The Ads’ maximum bids and
  • The Ad performance.

Ads perform against each other.
Facebook only charges you the bid necessary to win the auction.
The bid that eventually wins the auction may be lower than the maximum bid you’ve set for your ads, so we recommend you enter your true maximum bid.

Targeting can be hugely important because…
it ensures you reach a relevant audience that’s more likely to engage with your ads.

A couple of tips:

  • Go broad for cheaper clicks and conversions
  • Walk up the ladder technique: in order to maximize conversions, optimize towards the highest intent event that has enough data e.g.
  • Initially go broad on placements

Pay attention to the user experience: monitor feedback and improve your landing page:
Facebook factors in web page load times when determining user value. Ensure landing page mobile devices are optimised.

  • Minimize landing page redirects, plugins, and link shorteners and compress large files
  • Utilize multi-region hosting to improve server response time
  • Use a high-quality Content Delivery Network (CDN) to reach audiences quickly
  • Remove render-blocking javascript

Timestamps

4:04 Budget and Bidding
5:50 Campaign objectives
7:03 Start to look at conversions
9:20 Two aspects with regards to winning the auction
14:45 Positive and negative metric feedback
15:39 Facebook: 3 key ways of managing your bidding
20:05 Start to manage your bids effectively
23:24 Target cost
25:27 The auction: bidding strategy and the quality of creatives

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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