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:
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:
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.
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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