FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
By default, you do not set a bid. You pay for impressions to people
most likely to perform your desired action, and Facebook will bid
whatever is necessary to reach them. As a result, CPM tends to
be highest when using this, but that’s usually also as a result of a
higher action rate.
I’ve found that this method is most effective in almost all cases —
particularly when targeting a larger audience. However, keep in mind
that Facebook is selective about the people your ad is shown to
within your audience, so if you desire to reach everyone targeted
this is not the ideal bidding method.
Optimized for Impressions (CPM): Also known as Cost Per 1,000
Impressions. When this is selected, Facebook will show your ad to
people within your target audience as many times as possible.
When this option is selected, Facebook no longer optimizes for
a specific action. They are looking to show your ad to as many
people as many times as they can within your budget.
As a result, I suggest that this be used when you know you have a
highly refined audience — when you have a high confidence level
that anyone reached with your ad will be likely to perform your
desired action.
In other words, this tends to be best for small audiences, not
broad ones. It can also be used for awareness, rather than wanting
targeted users to perform an action.
Optimized for Clicks (CPC): Also known as Cost Per Click. When
this is selected, Facebook will show your ad to people within your
target audience most likely to click.
You will need to set a bid for the limit you are willing to pay to
reach 1,000 people within that audience.
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