Choose the right buying type for your brand campaign
30/11/2019
Whether you're launching a new brand or looking to increase awareness of an upcoming film premier, it's important to consider which buying type best meets your overall business goals. There are a couple different buying types for Facebook ads:
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. Ads can be placed across Facebook, Instagram and the Audience Network (for Video Views objective).
Auction buying: Auction buying offers more choice, efficiency and flexibility, with less predictable results. Ads can be placed across Facebook, Instagram, Messenger and the Audience Network.
| Auction | Reach and frequency | |
|---|---|---|
| Availability | All advertisers. | Limited availability. |
| Frequency controls | Frequency controls are only available for the reach objective. | Flexible frequency cap for any interval. For example, 5 impressions per 3 days. |
| Delivery controls | Standard delivery only – Facebook will automatically identify the highest performing ad and serve it the most among a set. | Standard delivery and sequenced or scheduled delivery that controls the order or dates on which people see ads. |
| Predictability | Daily reach prediction only. | Prediction given for reach, frequency distribution, spend per day and placement distribution before purchasing. |
| Pricing | Prices can change in the auction. You compete in the auction with your bid. | The CPM that you will pay for impressions won't change once you place your order, provided your campaign is not paused. |
| Scheduling | Schedule your ads for different times of day for different days of the week. | Schedule your ads to run during part of the day. You can't vary this selection by the day of the week. |
| Optimisation | Optimises only for the objective (e.g. Brand Awareness) | Optimises for reach first and the selected campaign objective second. |
| Targeting | Multi-country targeting is possible. Suited to small audiences and can exclude dynamic audiences. | Can only target one country at a time with a minimum of 200,000 people. Dynamic audiences can't be excluded. |
| Objectives | All objectives. | Brand Awareness, Reach, Traffic, Post Engagement, App Installations, Video Views and Conversions. |
| Placement | All placements available, depending on campaign objective. | Facebook News Feed or Facebook and Instagram feeds or Facebook Right-Hand Column. |
| Creative | All formats available, depending on the campaign objective. | All formats except 360 video and 360 photos. |
* Nguồn: Facebook