CAMPAIGN BUYING TYPES Flashcards
What is a buying type in ads manager?
A buying type is the method by which you pay for and target ads in your campaigns. In Ads Manager, you determine your buying type at the campaign level. Whether you’re launching a new brand or generating awareness of an upcoming movie premiere, it’s important to consider which buying type best meets the business goals of your campaign.
When you set up your ad campaigns you can select from three buying types:
You determine your buying type before all other elements in the campaign structure, so much of your ad performance will depend on you choosing the option that best suits your budget, schedule or business goals.
What are three buying types?
- Auction
- Reach and frequency
- Target rating point (TRP)
Auction buying:
Auction buying offers more choice, efficiency and flexibility, with less predictable results. Ads can be placed across Facebook, Instagram, Messenger and Audience Network. It’s recommended that campaigns placed on Facebook or Instagram use the auction buying type.
Reach and frequency buying
Reach and frequency buying lets you plan and buy your campaigns in advance, with predictable ad delivery and more control over your frequency settings.
Auction versus reach and frequency?: Frequency controls
Auction: Allows a flexible frequency cap for the Reach and Brand Awareness objectives only.
Reach & Frequency:Allows a flexible frequency cap for any objective selected.
Auction versus reach and frequency? Delivery controls
Auction: Standard delivery only. Facebook will automatically identify the highest performing ad and serve it the most among a set.
Reach & Frequency: Offers options for sequenced or scheduled delivery (controlling the order and dates on which people see your ads) in addition to standard delivery.
Auction versus reach and frequency? Predictability
Auction: No prediction of overall reach (daily reach prediction only).
Reach & Frequency: Prediction of overall reach.
Auction versus reach and frequency? Pricing
Auction: Depending on market conditions, prices will fluctuate in the auction. You compete with your bid.
Reach and frequency: Lock in the CPM you will pay for impressions. The system bids for you.
Auction versus reach and frequency? Day-parting
Auction: Can schedule your ads for different times of day for different days of the week.
Reach & Frequency: Can schedule your ads to run only during part of the day, but can’t vary this selection by day of the week. Minimum campaign length of 24 hours.
Auction versus reach and frequency? Optimization:
Auction: Optimizes only for the objective (for example, Brand Awareness).
Reach & Frequency: Optimizes dynamically between the objective and impressions.
Auction versus reach and frequency? Targeting
Auction: Audiences can be: multi-country, very small, and you can exclude dynamic audiences.
Reach & Frequency: You can only target one country at a time, no fewer than 200,000 people, and you can’t exclude dynamic audiences.
What is TRP buying? (Target Rating Points)
TRP buying is limited to eligible campaigns only. TRP
is a buying type that lets you extend, augment and complement your TV campaigns to Facebook and Instagram. With TRP you can plan and buy video campaigns using Nielsen-verified TRPs, like TV and other online video channels. Your ad will then be optimized towards Nielsen on-target delivery according to your target audience.
With TRP, you can: ((Target Rating Points))
· Measure impressions as a percentage of the target population.
· Buy video ads the same way and in the same currency as you buy other Facebook and Instagram ads.
How to buy and what you’re buying: Auction
Auction
Bid for audience actions or impressions with a variety of cost control tools
How it works
Real–time pricing and availability
· More objectives to choose from
· *Control frequency
How to buy and what you’re buying: Reach and frequency
Pay a fixed price to predictably reach your audience
How it works:
Buy up to 6 months in advance
· Control frequency
· 200k minimum audience
