Choose an optimal bidding strategy

for your online sales campaign

Facebook uses an auction system to determine which ad to serve.
Your bid represents how competitive you want to be in the
auction to get your desired outcome. Use this guide to help set up
your conversion campaign for success, choose an optimal bidding
strategy and maximize campaign efficiency.

Do you have the

Pixel / SDK installed
to your website?

No Yes

Install the Pixel / SDK to track and optimize Have you implemented the events /
delivery of ads to the people most likely to custom conversions to capture the
take an action. If you are unable to install the actions that matter most to your
Pixel / SDK, we recommend selecting the business?
objective closest to your business goal.

For example:

Objective Target Cost* Lowest Cost**

Traffic Select the value a If you are unsure of
click to your website the value, select
is worth for your lowest cost and
business. Facebook will set
the bid to get the
most results at the
best price.

Optimize for the conversion event

that matters to your business.

Objective Target Cost* Lowest Cost**

Conversions Select the value an If you are unsure of
event/custom the value, select
conversion is worth for lowest cost and
your business. Facebook will set
the bid to get the
most results at the
Implement events/custom conversions to
best price.
better capture and track the stages of your
customer’s journey, allowing our system to
optimize the delivery of your ad towards the
specific event that matters to your business,
ex: Complete Registration, Purchase.

If you are unable to optimize towards the

event that matters most to your business,
optimize towards the event closest to your
business goal.

* Formerly manual bidding

** Formerly automatic bidding
Target cost and lowest cost are gradually rolling out and may not be available to you right now.
 Choose an optimal bidding strategy
for your online sales campaign
Facebook uses an auction system to determine which ad to serve.
Your bid represents how competitive you want to be in the
auction to get your desired outcome. Use this guide to help set up
your conversion campaign for success, choose an optimal bidding
strategy and maximize campaign efficiency.

For Facebook to optimize ad

delivery to the audience most
likely to take action, we
recommend each ad set
Does my campaign captures a minimum of 50
achieve healthy conversions per week.

optimization?

No Yes

Does your ad drive a significant

amount of traffic to your website?
Great!

Are you targeting a narrow audience?

Review your targeting and creative to

ensure that you:

· Reach the people that really matter

to your business. Consider using
Lookalike audiences to find people
similar to your existing customers or Consider taking the following actions Does your selected target
Custom audiences to re-engage existing to broaden your audience and audience have high intent?
customers. increase conversion.
Examples: Custom audience
· Avoid creative fatigue by testing from your most loyal customers,
different creatives. Pay attention to ad · Opt into more placements across Facebook, with high cart value, etc.
relevance score and frequency to ensure Instagram, Messenger and Audience Network
your creative is engaging.
· Increase your bid in the auction to get the desired
See our Ad Under-delivery Decision Tree outcome
for more tips.
· Switch from target to lower cost to let Facebook
optimize for you

· Increase your conversion window if your product

requires a longer consideration period

· Optimize on a higher funnel pixel event, if your ad

set captures less than 50 conversions per week

Consider broadening your target Because this audience is high intent,

audience to allow for more delivery,
traffic and thus conversions to occur.
consider bidding for reach (CPM) to
drive delivery to this valuable
audience. Pay close attention to your
cost per conversion to make sure it
stays within your desired range.

* Formerly manual bidding

** Formerly automatic bidding
Target cost and lowest cost are gradually rolling out and may not be available to you right now.