Does Your Facebook Ads Company Know About Bid Capping?
The reason I positioned the headline of this blog in this manner, "Does Your Facebook Ads Company Know?" is because you really do have to be a practitioner of this craft on a daily basis to know these things.
Facebook Ads Manager is like a culmination of 40 different car engines from different manufacturers throughout the last 5-6 decades. There are that many different intricacies, features, nooks and crannies.
The bid cap on a Conversion Objective is one I came across recently. A client of ours had a pretty standard budget, and we broke it out daily, but we but a bid cap on it's "Lowest Cost" option. Facebook Ads Manager defines the bid cap as... "We'll get you the lowest cost results, based on your optimization for ad delivery, and bid more as needed to spend your budget. You can set a bid cap if you want to make sure we don't bid more than a certain amount for any result. BEST FOR: Spending your budget efficiently. THINGS TO CONSIDER: Cost may rise as you spend."
At first the bid cap seemed like a great idea. Nobody wants to spend more than they have to. But here's what happened...
The bid cap clearly was limiting our ad's reach and impressions, thus completely limiting our ability to drive any shot at conversions. After a week, we shut off the bid cap and started to see the results. Digital ad platforms like Facebook Ads Manager that are constantly changing take real practitioners to drive results. We honestly know how much time this takes, and we're here to help your business with these efforts.
To learn more about our Facebook Ads Manager services, click here.
Thanks and have a great day!
Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.
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