media-facebook/envy/_subsections/sec03/lesson-18.org

Section 03 - Lessons 18 | Ads, Budgets, bidding & schedules

• Links
• Notes
  • daily budget
  • split test
  • performance goal
    • optimization methods
  • Facebook ad bidding
    • philosophy
    • campaign bid strategy
      • highest volume
      • cost per result goal
      • bid cap
  • Facebook Delivery

Links

• TOC - Facebook Marketing Notes
• S03:L18 - video
• pdf to chapter

Notes

• advantage campaign budget optimizes budget distribution across ad sets

  • the best performing ad gets the most

• target one variable per ad set

daily budget

• run continuously

• start and end date

  • ad scheduling only works with lifetime budgets

split test

• if multiple countries, create multiple ad sets

performance goal

• found in ad set level under 'conversion'
• choose how you want facebook to deliver ads to people based on what you want to achieve
• Performance goal default settings tend to get best results

optimization methods

CPM

cost per impression

CPC

cost per click

CPA

cost per action (ie app install)

Facebook ad bidding

• your ad is part of an auction that is worldwide for ads to your targeted group

philosophy

1. use the default system - double check
2. limit the bid cap price if you have a limited budget
3. set to highest if an ad has high conversion and ROAS (return on ad spend)

campaign bid strategy

highest volume

• automatic option
• default

cost per result goal

• avg cost per result goal
• specific cost goal

bid cap

• max bid on auction

Facebook Delivery

• standard (default)

• accelerated

  • requires Bid Cap strategy