These five bidding strategy tips summarized from practical experience hope to help you optimize advertising effects and achieve advertising goals.

The importance of Facebook bidding
When you choose a Facebook advertising bidding strategy, you actually need to know how the algorithm bids on your behalf in the bidding. For this, you will give a budget and business goals, and choose the most appropriate bidding strategy to ensure that the ads are displayed to target users at the best time.
According to Meta, in order to ensure that ads can bring the most value to users and businesses, the winning ads should be those with the highest “total value”. The “total value” here consists of three core elements:
Bidding strategy
how much money you are willing to spend to achieve the advertising effect you want.
Estimated action rate
Simply put, when the ad is displayed, how likely is it that the user will take the action you expect.
Ad quality
This includes user feedback and some characteristics of the ad, such as whether the information is clear, exaggerated or misleading content. It represents the quality of the advertisement in terms of user experience and compliance.
The estimated action rate and ad quality of the “total value” of Facebook ads reflect your professional ability in marketing, including the effectiveness of goal setting and ad design. Although the bidding strategy is direct, its effectiveness depends on the careful optimization of other factors.
Speaking of bidding strategy, it is often accompanied by a great misunderstanding. Many people mistakenly believe that it is the core of determining the advertising strategy. However, a successful advertising strategy is far from being covered by the bidding strategy. Factors such as the attractiveness of the copy, the uniqueness of the creativity, and the accuracy of the positioning are equally important, and they play an indispensable role in shaping the advertising effect.
If these key factors are not carefully planned and optimized, the choice of bidding strategy will become less critical. Of course, when you have carefully planned the advertising strategy and ensured that all key elements are optimized, the bidding strategy will become a key link in driving the success of the advertisement.
5 bidding techniques to help you surpass your competitors
On Facebook, you can use three common bidding strategies to better utilize your campaigns and achieve goal optimization: budget-based bidding, goal-oriented bidding, and manual bidding. Below, I will introduce some of them to you:
Budget-based bidding
Budget-based bidding is very straightforward and is the default choice for campaign objectives. In simple terms, its goal is to help you get as many results or value as possible within a given budget. This strategy mainly includes two key points:
1.Maximize conversions
The maximize conversion strategy allows Facebook ads to be displayed as much as possible within the budget to bring more conversions. If you want to spend your budget and are not particularly concerned about CPA or ROAS, then this strategy is more suitable for you. Of course, if the advertising competition is not so fierce, your CPA may decrease, and conversely, if the competition becomes fierce, the cost may increase.

2.Maximize value
The “maximize value” strategy is a good choice for e-commerce and advertisers pursuing ROAS (return on advertising spend). The main goal of this strategy is to find those users who are most likely to bring high-value purchases or conversions within the budget, so as to ensure that every penny invested in advertising achieves the greatest value and return.
For example, when you want to sell high-value products, it can help you accurately target potential customers who are more likely to make high-value purchases. But be aware that this strategy focuses more on the value of conversions rather than the sheer number of conversions, similar to the Maximize Conversion Value bidding strategy in Google Ads.

To get the most out of the Maximize Value strategy, make sure you have set up conversion tracking and correctly assigned conversion values to your products. This way, the strategy can more accurately target high-value potential customers.
Goal-based bidding strategy
With goal-based bidding, you can directly set the advertising cost or expected value you want to achieve.
3.Pay-per-result bidding
This bidding strategy is to try to keep the average cost per result in line with the value you set when Facebook is running ads. If you know what the highest cost per conversion or per click is that you can accept while keeping your ads profitable, then this strategy will definitely help you.
Remember, the cost you set is the average level that Facebook tries to keep throughout the campaign. That is, sometimes you may find that the cost per result is lower than you set, and sometimes it may be a little higher.

In addition, if you set the cost too low, Facebook will have to spend more time using up your budget and learning how to run ads. It may not really start optimizing ad delivery until the learning phase is over. So, costs and results may be a bit volatile during this period.
If you have an idea of your average cost per conversion, this strategy is best for you.
4.ROAS target
For businesses that can directly generate sales revenue through conversions, ROAS (return on advertising expenditure) is a popular bidding strategy. E-commerce companies in particular tend to adopt this strategy because it ensures a direct correlation between advertising investment and sales revenue, thereby ensuring the profitability of advertising.
However, for businesses whose conversions cannot directly generate sales revenue, the ROAS strategy may not be applicable because it becomes relatively difficult to accurately assign conversion value. In addition, if you are new to Facebook advertising, you need to verify your business or at least run ads for a few weeks before setting a ROAS target so that the platform has enough data to learn.

Unlike the maximum bid strategy, the ROAS target does not guarantee that Facebook will completely use up your budget. Instead, it will strive to get as many conversion opportunities as possible for you within the ROAS value you set, ensuring the best balance between advertising investment and return.
Manual bidding in Facebook
Although the manual bidding strategy has a long history in Facebook advertising, it still has practical value that cannot be ignored. This strategy gives advertisers the power to directly control the bid amount in the ad auction, allowing advertisers to flexibly adjust the bidding strategy according to their budget and marketing goals.
5.Bidding cap
This bidding strategy allows you to explicitly set the maximum bid for your ad in the auction, which is in stark contrast to the way Facebook automatically bids dynamically for you and other advertisers.
If you have a deep understanding of the cost of Facebook advertising, are confident in your ad conversion rate, and can calculate the appropriate bid based on this, then this strategy of manually setting the maximum bid will be a wise choice.

Which Facebook bidding strategy is right for you?
Choosing the right Facebook bidding strategy is a key step to ensure the success of your advertising campaign. Here are some suggestions to help you make smart choices based on your goals and needs.
1.Clarify your advertising goals
First, you need to clarify what your advertising campaign goals are. Do you want to increase brand awareness, increase website traffic, promote sales conversions, or other goals? Different goals may require different bidding strategies.
2.Consider your budget and efficiency needs
Budget sensitivity: If you have a limited budget, you may prefer to choose a bidding strategy that can control costs, such as target cost bidding or maximum budget bidding. These strategies can help you get as many results as possible within your budget.
Efficiency first: If you want to maximize advertising results without being strictly limited by budget, then you can consider using an automatic bidding strategy, such as “conversion” bidding. This strategy prioritizes conversion volume and may bring more potential customers or sales.
3.Evaluate your campaign experience
Beginner: If you are new to Facebook advertising or you are not very familiar with campaign management, then an automated bidding strategy may be a better choice. These strategies are simple and easy to use, and allow Facebook’s algorithm to automatically optimize your ad performance for you.
Experienced advertiser: If you have extensive campaign experience and want more precise control over ad performance, then a manual bidding strategy may be more suitable for you. By setting bids manually, you can tailor them to specific audiences, placements, or other factors to achieve better ad performance.

4.Consider the duration of your campaign
Short-term campaigns: If your campaign has a clear deadline or you need to get results quickly, you may prefer to use a bidding strategy that can generate conversions immediately, such as “Conversion” bidding.
Long-term campaigns: For long-running campaigns, you may be more concerned with consistent and stable ad performance. In this case, you can consider using an automated bidding strategy, such as target cost bidding, to ensure that ad performance is consistent and stable within your budget.
5.Keep testing and adjusting
No matter which bidding strategy you choose, you need to keep testing and adjusting to ensure the best results. You can use A/B testing to compare the effects of different bidding strategies and make adjustments based on the results. At the same time, you should also pay close attention to the data and feedback of the advertising campaign so that problems can be discovered and optimized in time.
In short, choosing the right Facebook bidding strategy requires comprehensive consideration of your advertising goals, budget and efficiency requirements, advertising campaign experience, and the duration of the advertising campaign. Through continuous testing and adjustment, you can find the bidding strategy that best suits you and maximize the effectiveness of your advertising campaign.
Advanced tips for optimizing your Facebook bidding strategy
Choosing the right Facebook advertising bidding strategy is the cornerstone of overseas success, but the real challenge lies in the subsequent continuous optimization. In order to maximize the effectiveness of the campaign, advertisers and companies must constantly adjust their bidding strategies based on real-time data and in-depth insights. In the process of fine-tuning the bidding, remember the following tips, which will definitely help you:
- Conversion tracking: Be sure to set up conversion tracking (such as Facebook Pixel or Conversion API) so that you can know the situation of website visits, purchases, or registrations. These data are very important for judging whether your bidding strategy is effective and whether you can achieve your campaign goals.
- Ad type segmentation: Facebook ad formats are varied, which will affect bidding strategies and costs. With a limited budget, you need to try which ad format can best attract your target audience. Don’t blindly follow the popular ad types, otherwise your ad placement may fall into fierce competition.
- Bidding insights: The “Bidding insights” tool can provide a deeper understanding of ad performance. It can tell you the frequency, winning rate and average bid ranking of your ads in the auction. With this data, you can clearly know where to improve, such as increasing the bids for those placements with great potential.
- Use audience insights: Facebook Ads Manager can help you understand the detailed data of your target audience, help you accurately target and adjust your bidding strategy, and improve advertising results. At the same time, use the Facebook Ad Library to observe competitors’ advertising strategies, get inspiration and optimize your own advertising content.
- Similar audience strategy: With Facebook’s similar audience function, we can find new users with similar characteristics to the current high-performing audience groups. The benefit of doing this is that we can more accurately adjust and optimize our bidding strategies for those groups that are more likely to convert into target customers.