1. F A C E B O O K
BID TYPES
CPM BIDDING ALLOWS THE ADVERTISER
TO SPECIFY THE MAXIMUM AMOUNT
THEY ARE WILLING TO PAY PER 1000
IMPRESSIONS SERVED
Ampush is the premier mobile ad buying platform for performance marketers. Our AMP technology takes the complexity out of mobile platform advertising by
combining programmatic media optimization tools with rich audience data, and end-to-end measurement solutions to deliver ad performance at scale. Ampush is a
top Facebook Ads Strategic Preferred Marketing Developer (sPMD) and Twitter Marketing Platform Partner (MPP) powering full-service solutions for
performance marketers across travel, e-commerce, financial services, entertainment, and CPG. Ampush is based in San Francisco and New York.
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info@ampush.com
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WHAT YOU PAY FOR
Impressions
WHEN TO USE
· Gain broad brand recognition
· Achieve an expanded user reach
· Drive clicks or conversions
RISK ANALYSIS
With CPM bidding, the advertiser assumes the risk of
paying to reach an audience that may or may not ever
become a customer. Facebook pushes the ad to the
targeted audience, but does not optimize delivery based
on whether a person is likely to click on an ad or
complete a downstream action.
COST PER IMPRESSIONS (CPM)
AT AMPUSH WE REALIZE THAT THE REALM OF BID TYPES IS COMPLICATED AND OFTEN TIMES
CONFUSING. WE ARE HERE TO HELP YOU DISTINGUISH THE DIFFERENCE BETWEEN CPM, CPC,
CPA, and oCPM BIDDING, WHEN TO USE EACH, AND WHICH BID TYPE WILL BRING THE HIGHEST
ROAS IN YOUR MARKETING CAMPAIGN.
CPC BIDDING ALLOWS ADVERTISERS TO
SPECIFY THE MAXIMUM DOLLAR VALUE
THEY ARE WILLING TO SPEND PER CLICK
WHAT YOU PAY FOR
Clicks on the ad
WHEN TO USE
· Drive users to a specific landing page
· Optimize the campaign to pay for clicks
RISK ANALYSIS
For direct response campaigns, the risk rests
both with the advertiser and Facebook.
Facebook guarantees a click, but there is no
guarantee that the person who clicks the ad will
take the desired down funnel action.
Mitigate this risk with effective targeting.
C O S T P E R C L I C K ( C P C )
CPA ALLOWS ADVERTISERS TO SPECIFY
THE MAXIMUM DOLLAR VALUE THEY ARE
WILLING TO PAY FOR AN ACTION
WHAT YOU PAY FOR
Action taken after viewing the ad
WHEN TO USE
· Drive users to take downstream action
ie: App Downloads, Event Registration,
or Offer Claims
· Pay when an action is taken
RISK ANALYSIS
With CPA bidding the risk is lower for advertisers because
Facebook will be targeting consumers further down the
funnel. CPA bidding is not available to advertisers without
account history since Facebook guarantees use of its ad
inventory based on past performance. CPA protects
advertisers against inefficient spend because whatever group
an advertiser targets, they will never spend above their goal.
C O S T P E R AC T I O N (C PA )
oCPM ALLOWS ADVERTISERS TO SET
THE AMOUNT THEY ARE WILLING TO
PAY PER 1000 IMPRESSIONS SERVED,
WHILE FACEBOOK OPTIMIZES THE AD
WHAT YOU PAY FOR
Targeted impressions
WHEN TO USE
· Optimize for an off page conversion
via the Facebook Conversion Pixel
RISK ANALYSIS
While Facebook will typically give best efforts to optimize
towards an action, the advertiser is still charged on a
per-impression basis assuming more risk. oCPM is the
best way to drive offsite conversions since Facebook's
algorithm is continuously improving over time based on
real time data. A large amount of trust is given to
Facebook to serve to audiences most likely to convert.
COST PER IMPRESSIONS (oCPM)
Target Audience
OPTIMIZED
ADVERTISER FACEBOOK
Facebook Optimized
The oCPM audience size changes
depending on your budget
Target Audience
Facebook Optimized
Target Audience
Facebook Optimized
Target Audience
ADVERTISER FACEBOOK
ADVERTISER FACEBOOK
ADVERTISER FACEBOOK
Target Audience: Audience the advertiser selects based on specific conditions and parameters
Facebook Optimized: The audience Facebook determines is most likely to click on your ad
LEGEND