A bid expresses how much you value your ad reaching a target audience and delivering results on your optimization_goal
. bid_amount
is the amount you want to spend to acquire a given event based on optimization_goal
, and bid_strategy
is the the how you want to control your spend on a given event based on optimization goal
.
At Facebook's ad auction, Facebook evaluates your bid strategy
, bid_amount
, the probability of acquiring your optimization_goal
to calculate an effective bid so that you only win auctions and have your ads delivered when you are likely to reach your optimization_goal
at a centain bidding constraints such as cost per result.
Bidding and Optimization core concepts include:
In response to Apple’s new policy, we are announcing breaking changes that will affect SDKAdNetwork, Marketing API and Ads Insights API endpoints.
Optimization goals that will be impacted by the new attribution fields are as follows:
Campaign objectives that are either WEBSITE_CONVERSIONS
or PRODUCT_CATALOG_SALES
must have the following optimization goal:
For apps, only the APP_INSTALLS
objective can have is_skadnetwork_attribution
set to true
.
billing_event
cannot be APP_INSTALLS
if optimization_goal
is APP_INSTALLS
.conversion_domain
doesn't match the domains mapped to the pixel+event or custom conversion selected on the ad set level. Enforcement will only occur after Apple requires their AppTrackingTransparency prompt.
To learn more about how Apple’s iOS 14.5 requirements will impact Facebook advertising, visit our Business Help Center aricles and our changelog:
When you choose your bid:
You can also set objective
and billing_event
but neither directly impact bid_amount
or your effective bid. If a bid_amount
is set, your actual cost per result is usually around or less than bid_amount
, depending on your Bid Strategies.
For example, use these settings to spend about $10.00 for 1,000 daily unique views:
objective
: APP_INSTALLS
optimization_goal
: REACH
billing_event
: IMPRESSIONS
However, to spend $10.00 for each app install, use these settings:
objective
: APP_INSTALLS
optimization_goal
: APP_INSTALLS
billing_event
: IMPRESSIONS
Define advertising goals you want to achieve when Facebook delivers your ads. We use your ad set's optimization_goal
to decide which people get your ad. For example with APP_INSTALLS
, Facebook delivers your ad to people who are more likely to install your app.
optimization_goal
defaults to a goal associated with your objective
. For example, if objective
is APP_INSTALLS
, optimization_goal
defaults to APP_INSTALLS
.
These older objectives are deprecated with the release of Marketing API v17.0. Please refer to the Outcome-Driven Ads Experiences mapping table to find the new objectives and their corresponding destination types, optimization goals and promoted objects.
Certain campaign objectives
support only certain ad set optimization_goal
s:
Campaign Objective | Default optimization_goal | Other valid optimization_goal |
---|---|---|
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