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 1: The Ads' maximum bids and 2: 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
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