How to win Facebook auctions ?
There is a lot to be said about Facebook auctions. As marketers, we all have a somewhat love-hate relationship with the system, which plays a big part in the success of our Facebook campaigns.
November 23, 2020
There is a lot to be said about Facebook auctions. As marketers, we all have a somewhat love-hate relationship with the system, which plays a big part in the success of our Facebook campaigns. Like any long-standing relationship, over time, what seemed mysterious to us at the beginning begins to be much more clearer.
How do Facebook ad auctions work ?
The purpose of auctions is to determine which ads will have the most value and relevance when displayed to their target audience. The more relevant you are to Facebook, the more valuable you will be in auctions. The more relevance you have, the less expensive your cost. The more auctions you win, the more visible you will be. This way, Facebook ensures that its advertizers take care of their ads and allocates high marks to the best students. Be careful, however, when the auction takes place, Facebook proceeds on the basis of estimates and forecasts to display the right ads to the right person at the right time.
What criteria influence Facebook ad auctions ?
It’s not necessarily the highest bidder that wins the auction. Facebook, like Google, emphasizes user experience to ensure consistency between organic content and sponsored content. For an ad to be visible on Facebook, it needs to go through 3 stages, of which auctions are only the last.
Step 1: Analysis of the advertizer’s criteria (audience and strategy)
Step 2: Available budget
Step 3: The auction is won
Source : Neomedia
Facebook auction budget
An ad needs a budget in order to be visible. This may sound simple, but it’s not. Your bid amount is your available budget. You can manually determine this amount, or Facebook can do it automatically.
In this second scenario, Facebook takes into account the available budget and the remaining campaign time to adjust the ideal bid amount for the best possible results. When setting up your Facebook campaign, you will also have the choice between a classic or accelerated delivery.
The first will ensure that your budget is uniformly distributed over time. Facebook will therefore tend to lower your bid to ensure that you capture more opportunities throughout the duration of your campaign. Facebook will ignore opportunities if they are too expensive and negatively impact the rest of the campaign. On the flip side, expedited delivery positions itself on all available opportunities so that the entire budget is used up as quickly as possible. There is therefore no guarantee that the allocated budget will last for the entire duration of the campaign.
The bids and costs are therefore never fixed; they constantly evolve according to the reality of the competition at a given moment.
Winning Facebook auctions
The highest bidder is not necessarily the winner. However, you have to make sure you are competitive enough in your market. Be careful to not bid too low as this will limit your distribution. Forecasted action rate:
Your campaign value:
Facebook auctions are part of a system influenced by a multitude of factors, some of which you can control. Others are beyond your reach. The important thing is to understand the relationship between the auction, audience and ad in order to create optimized campaigns.
This understanding will also enable you to make decisions on campaigns that need to be reviewed or improved in order to perform better. Unlike Google, which features an auction system that is more direct and based on factual information, Facebook auctions are part of an ecosystem based on predictions and factors that influenced each other.
ABOUT THE AUTHOR
Passionate about digital marketing since 2012, Tai DILEUTH has specialized in paid search engine marketing (Google Ads) to help companies develop high value-added products or services. Today it is with the challenge of accompanying customers on Google and Facebook that he is part of the Turko Marketing team.