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SE3 EP28: Budget and Bidding - Ad Auction (DAY 2) ~ Pillars of a Rock Solid Facebook Ads Strategy

By Kunle Campbell

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     --- SPONSORS: This episode is brought to you by: .STORE .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store). If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store.  and Klaviyo  Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.      

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