said 1 year, 5 months ago:
Thanks @rich-brooks !
@tomk There are several factors that play a roll in how well your ad gets served. Bidding is one, but it’s not the only one. So, here are the 3 factors:
1. Bidding: The bid you indicate is the amount that you are willing to spend per click. If you think about it, most people are going to bid in the middle of the range, so adding a few cents to your bid can help you (although, I don’t feel it helps to bid higher than the range). Every time someone signs on to their profile an auction occurs and Facebook determines which ads they are going to serve. So, if yours is slightly higher than the rest of the competition you are most likely to win the bid.
2. Performance: Meaning how well the ad performed in the past. If the ad didn’t do well or slowly declined in the past, performance wise, it won’t be served as often, no matter what the bid. As this means the likelihood of someone clicking on it is lower. If it did well last time, it is more likely to do well the second and third times, and Facebook takes that into account and serves your ad more frequently.
3. Quality of the Ad: Facebook uses several different factors to determine this, but I think of it more like engagement factor. Did a lot of people engage with your ad? What it positive or negative feedback? Did it generate a lot of likes? These are all factors that determine a sort of grade for your ad and give it a quality score that determines ad placement.
So, it’s a bit trickier as you can see than simply bidding the right amount. You may have seen an increase by simply upping your bid by $0.15 but there are other factors that were probably at play there besides the bid.
Make sure you check out Facebook’s help page on Ads it does a pretty good job of explaining how the ad delivery works. http://www.facebook.com/help/?faq=173594992698822
Hope that’s helpful!!