The Bid Process and Web-Based Social Media Ads
As I explained in Chapter 6, social media sites use a bid process for online ads. You can bid any PPC or CPM amount you wish to pay for your Facebook or LinkedIn ad. But, in general, if the social media site is displaying more than five different ads toward a target demographic, the site will serve only the ads that represent the five highest bids.
Fortunately, you don’t have to guess. The ad campaign setup tools on Facebook and LinkedIn give you bid suggestions. When you post an ad on either site, you’ll get a bidding range of the top five bids for your target audience, based on what other marketers are posting to that demographic. This bidding range gives you an idea of the PPC rate you need to ...
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