An understanding of how Facebook’s ad delivery system works is essential to mastering the platform.

In this episode, Ralph and Molly explain that Facebook is an auction and surprisingly, the advertiser who is willing to pay the most doesn’t always win. Here’s an in-depth explanation of how to win both the Facebook auction and the customer’s attention.

Episode 190: How Facebook’s Ad Delivery System Works: Part 1

IN THIS EPISODE YOU’LL LEARN:

  • How the Facebook’s Ad Auction works
  • How Facebook uses their Pacing Feature to get you the best results for your ad goals
  • The 3 factors that make up the total value of your Facebook ad—bidding, estimated action rate, and user value

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Facebook Blueprint
Facebook’s Ad Policy
Facebook’s Policy on Low Quality or Disruptive Experiences
Avoid Creating Negative Experiences with Ads on Facebook
Pingdom
GTMetrix
Tier Eleven
Episode 144: Why This is Still the Best Time to Be a Facebook Marketer (Plus… Insights from Facebook’s NYC Office)
Episode 183: How Facebook’s New Campaign Budget Optimization Tool Can Get You Leads Faster (Part 1)
Episode 184: Using Facebook’s Campaign Budget Optimization Tool to Increase Social Proof (Part 2)

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Episode 189: Facebook Ads Over Reporting? Tracking and Data Demystified with Praxis Metrics
Episode 191: How Facebook’s Ad Delivery System Works: Part 2