Facebook Ads Bidding 2018: Everything You Need to Know (2)
Well, let's go on yesterday and continue our study.
· Is. · text · To. · It's over ·
Facebook never sleeps, and we're seeing a slight change in the ad platform. In fact, you can find it in this articleFacebook updatedAll the latest news.
The biggest change in Facebook's bidding strategy this year has been the manual bidding system. This update reflects new bid options and interface changes.
Let's see what's new now.
Where to customize and view your bid options
To customize and view bid options, go to the Budget and Timesheets section.
This can be found in the ad collection section of the Facebook campaign.
Below you'll see Show Advanced Options, where you can set additional bid options.
When you're in the bid section of your Facebook ad and click on the Advanced Options prompt, you'll see the following:
Notice something unfamiliar. These include:
• The ability to select a conversion window
• The type of bid strategy you can choose
• The type of ad serving.
Let's dig into it.
The conversion window
Have you ever seen an ad, clicked, or even seen a product page or added something to your shopping cart, but didn't come back to actually buy it until a week later? Maybe if you want to look at your other options first and do some research, you might just forget. Or, you might need to view ads from the same company more than once before you can become familiar with the brand's clicks.
That's why it's important to think carefully about converting windows. If someone sees or clicks on your ad and then converts within that conversion window, your ad will still be considered to get those impressions.
For example, suppose your conversion window is set to only one day. Someone sees your ad, clicks, and likes a product, but realizes their credit card is in their car. They didn't come back to buy it until two days later.
As a result, Facebook's attribution model shows user clicks, but the ads are not converted - even if they do. This will cause the report to fail, which will make it difficult to assess which ads actually perform well.
Now we'll look at the same example, but under the 7-day conversion window. Now the conversion will be attributed to the ad and you will be able to see the effect.
See the importance?
You can also choose whether you want to count conversions that occur only after you click on an ad or when you see an ad.
After all, sometimes, you only need someone to look at the ad and navigate to the site or plant seeds to make a purchase.
This is especially common in redirect campaigns because people don't need to click to access your site because they already have the URL in their cache.
Whether you choose a conversion window that attributes conversions to individual clicks or clicks and views, it's usually a good choice.
The bidding strategies we are now offering are similar to our past bid strategies, but they have different names and minor changes, so we'll cover each strategy in detail.
These options are:
• The lowest cost
• The minimum fee for using the bid cap
• The target cost
The lowest fee Prioritize giving you as many ad impressions as possible at the lowest cost.
This is very important for companies with tight budgetsUseful, and you really won't lose anything here, because Facebook still has some swing space to give you a good internship as long as they're in the range you can pay for.
You don't need to be limited to that, and your advertising spending is unlikely to get out of hand completely (though).Note that "lowest cost" is a very relative term）。
The minimum cost of using the bid capcan make sure you Do.Keep a certain cost or less than a specific cost.
As the name suggested by this strategy, you can set a bid cap and tell Facebook not to show any higher positions for a particular bid.
This can be especially useful if you have a tight budget, or if you know exactly what number you don't want to see.
For example, if you calculate that no conversion is worth more than $2.59, you can set a bid cap there to prevent your campaign from earning more than you do.
Professional Tip: However, when calculating, don't forget to consider long-term customer value rather than just a one-time purchase.
Then, last but not least, we haveThe target cost。
With this strategy, you can set an approximate target fee for each bid, but the full content here is the average fee.
As long as the average is the same bid amount in the long run, Facebook can adjust it and use it.
If you have a more flexible or larger budget, this may be a good choice for companies willing to invest more in high-priced investments.
That's it. In the following example, suppose you have a budget of $50 and set the average cost bid to $10. In this case, you'll spend $48 on a budget to get six results, an average of $8 each.
When do I use the lowest cost, or set a bid cap?
If your goal is to maximize profits and get potential customers at low cost, choose the lowest-cost strategy.
When do I use a target cost strategy?
If your goal is to maximize your ad delivery and get as many conversions as possible, even if it's slightly more expensive, choose your target cost.
The type of delivery
The delivery strategy you choose is more about scheduling than bidding, but the two are intricately related. After all, if you decide to schedule an ad at the peak of the competition, such as two weeks before Christmas, you'll see the ad upload.
You can choose between standard delivery or accelerated delivery.
Standard delivery is the default(suggested as its name).
When you select this option, Facebook adjusts where your ads appear to make sure your campaign runs as evenly as possible within a predetermined date, or the amount of time they think is based on your ad spend.
On the other hand, the focus of accelerated delivery is to launch ads as soon as possible.
If you're interested in a campaign (for example, a previous or an event, or, I don't know, like two weeks before Christmas), it might be good to get as many ad impressions as possible quickly. The downside of accelerating delivery is that it ends up costing more, because when you're in a hurry, you pay a price to get some points of competition. To mitigate this impact, Facebook only allows you to choose to accelerate delivery when setting a bid cap, ensuring that they never exceed the absolute maximum bid you're willing to spend.
Previously, when you optimized click-through ad serving, you typically paid per-click (or per-click). If you're optimized for conversions, you'll need to pay a cost-per-conversion (CPA).
Now, when you choose how to optimize your ad serving, you'll choose the people who want to see your ads the most.
For example, if you're optimizing for conversions, Facebook will show your ads to the people who are most likely to convert. If you choose to optimize for Post Engagement, Facebook will serve your ads to people who have commented, liked, and shared your ads in the past.
This is an important difference, and you want to make sure you choose the right thing to do, because it can directly affect the success of your campaign.
The content you choose to optimize also affect how you charge.
For example, if you want to optimize link clicks, you'll need to pay per click. If you're optimizing your brand awareness, you'll be charged for the presentation. (We'll cover this in more detail in the next section).)
Here are the objective options:
• Conversions - Optimizing campaigns for conversions is Facebook's recommended bidding strategy. By using this method, Facebook will deliver your ads to the people most likely to convert, so you can get the most results at the lowest cost.
• RELATED LINKS http://www.s Facebook will focus on getting people to click on your ad to follow the link. Cpc may be a good choice if you're trying to get more traffic to your target page, or if you're viewing your Facebook page.
• Impressions -This option primarily shows your ads to as many people as possible. This is useful for businesses that want to build brand awareness or alert their market audience to limited-time offers. Unlike conversion-optimized bids, Facebook doesn't optimize your ads to reach the most engaging audience when bidding on impressions. Your ads will be delivered to as many audiences as possible.
• Daily Unique Coverage - By choosing a unique daily coverage bid, Facebook allows ads to be available to people once a day. This can be a good idea when targeting small, remarketing audiences, or when you want to make sure your ads reach all audiences. If you're worriedAd frequencyHigher, Daily Unique Reach bids may be a good way to keep prices low.
• Interactive, - When choosing Interaction Optimization, Facebook will serve your ads to the people most likely to like, share, or comment on (participate) your ads. This may be a good choice when promoting your blog post on Facebook.
• Brand Awareness - Facebook gives priority to showing your ads to those who follow them the most. They may "survey a small portion of your audience" to provide the most brand awareness.
• Leads -This is.The primary goalwill show your ads to the people most likely to share them, and will show your ads at the lowest possible cost.
• Target page views - As with conversion goals, your ads are shown to the people most likely to click and load the destination page.
When you create your campaign, you'll notice that not every campaign offers all of these options.
Does optimization affect costs?
Here's the thing: optimizationYes.affect your costs,Even for how and how difficult it is to track accurately is not obvious. You can use two different optimizations to run the same ads and get different costs and results.
Here's why:Depending on what you're optimizing, the audience you see your ads will be different. Some viewers may not take certain types of action as others; For example, some people will click on an ad all the time, but others will only comment on one ad. This can affect action rates and relevance scores, directly affecting costs and ad priorities.
How about CPC, CPM and CPA?
In Facebook ads, your bid options depend on your campaign goals.
For example, if your campaign goal is set to brand awareness, you won't be able to bid on conversions (because there are no conversions).
Here's a list of campaign goals and their matching bid options:
• Conversions let you bid on conversions, link clicks, and impressions
• Streaming, you can bid on link clicks (CPC) and impressions
• App installation lets you bid on app installation, impressions, and link clicks
• Video view lets you choose between a 10-second video view and impressions
The basic philosophy of Facebook's ad bidding has remained the same over time: You want your ads to be seen by your interactive audience.
There are a number of factors that affect your bid, whether you "win" them, and understanding all of them and how the process works can help you get the results you need.
Nevertheless, the bidding system has changed a lot in the past few years.
Some of these changes are important, such as the ability to set bid caps or prioritize accelerated locations, while others require further learning.
Either way, it's a good idea to keep all the changes up to date to make sure you're above them and beat your competitors in the process.
What's your favorite Facebook ad bid strategy? Have you tried different types of bids?
Tell us in the comments and remember that while the data shown in this article should apply to most people, it doesDon't assume anything. Practice the truth!
Click "Read the original" for more
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look