Facebook Advertising
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Ad Auction and Delivery Overview

8 Lessons

About this course

The Facebook ad auction is designed to maximize advertiser value and optimize the experience of consumers.

Use this lesson to:

    • Learn how the Facebook ad auction works
    • Know how budget pacing affects the delivery of your ads,
    • Understand how ad relevance and other factors can influence ad performance.

Course Structure

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Introduction

Use this course to:

  • Learn what the ad auction is and what it does with advertising.
  • Learn the basics of the ad auction and how it works.
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Facebook Ad Auction Basics

Let's explore how Auction works through the lens of a frequent Facebook user.

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Determining the Winning Ad

Whenever there is an opportunity to show a person an ad, we run an auction to determine how to deliver the most value to him or her (and to you, the advertiser).

In this chapter, we'll go behind the scenes to show how our ad auctions determine the winning ad.

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Budget & Delivery

By default, we show your ads to people in your target audience evenly throughout the day across Facebook, Instagram, and other communities. We do this so we can serve your ad to valuable people throughout your campaign lifetime rather than exhaust your budget within a few hours.

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Maximizing User Value

In the last chapter, we talked about the inputs that go into calculating Total Value, which Facebook uses to determine which ad is shown to someone.

One of these inputs is user value.

In this chapter, we will pull back the curtain on how Facebook determines user value.

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Ad Delivery and Optimization Tools

Ever wonder why your ad is under-delivering? Would you like to see forecasts for how your ads might deliver? What can you do if you’re not getting many conversions? If you've ever asked any of these questions, we have several tools that can help you to troubleshoot the performance of your ads.

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10 Tips for Staying Competitive in the Auction

We took you behind the scenes to show how our auction works and how we apply pacing techniques to help you optimize your budget over many ad opportunities. Now we come to the third pillar: the inputs that you provide to guide our auction and pacing.

In this chapter, we will share best practices and tips for setting your inputs so our system can get you the most value for your campaign.

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Recap

We hope that you now have a better understanding of the Facebook ad auction, including how it is designed to maximize advertiser value and optimize the experience for consumers across the Facebook family of apps and services by showing them ads they’ll find most relevant and interesting.

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