A Brief Overview of Facebook Optimized Bidding

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Having trouble getting conversions? Make sure you're using optimized bidding in your campaigns.

If you've been running advertising campaigns on Facebook, you've most likely heard of "optimized bidding" (formally called oCPM or optimized CPM). Optimized bidding is a type of bidding that shows your ad to the people most likely to take the action you want. For example, if your preferred action is "buy," Facebook will optimize the delivery of your ad to the people most likely to buy.

With optimized bidding, you pay per impression. If you set your bid to "Automatic," you're giving Facebook permission to optimize based on your chosen objective (but within your budget). You business owner data can also select a manual bid, which is your target bid, instead of the maximum you're willing to pay. Facebook will look for conversions close to your preferred bid, but may spend more to find converting customers.

Objectives
It's generally considered that for Instead, make your campaign objective an event higher in the purchase funnel. For example, "Add to Cart." With a daily budget of €500 and a cost per purchase of €30, you could achieve 16 purchases in 24 hours. Therefore, it would be logical to achieve more than 20 "add to cart" events in the same period (it's highly unlikely that every add-to-cart event will actually make a purchase; unfortunately, that doesn't happen). Instead, optimize for "add to cart" events and let Facebook work its magic.