• All Services

    As a HubSpot Partner Agency, Market Veep is committed to helping our clients reach the right people at the right time through a wide range of digital marketing channels.

  • Onboarding

    Get a faster time-to-start with pro onboarding solutions from HubSpot Certified Trainers

  • Integrations

    From Salesforce to Zoho, expertly integrate your sales and marketing systems

  • Migrations

    Move off of Pardot, Pipedrive, and other systems into your shiny new HubSpot portal

  • Blog

    A collection of marketing, sales, and HubSpot knowledge - with a look inside of the culture here at Market Veep.

  • Ebooks

    Regardless of the industry that you’re in, we’ve got an ebook full of fresh and actionable marketing insights to help catapult your brand to continued success.

  • Events

    Join us for our upcoming events and webinars or download recordings of previous events, webinars, podcasts, and more.

  • Case Studies

    Browse our case studies to see the real results we've achieved for real clients, just like you.

Facebook Bidding Strategies for Beginners

Facebook Bidding Strategies for Beginners

More money spent doesn’t always result in a higher return on investment. Use these Facebook bidding strategies to make sure you are getting the biggest bang for your advertising bucks.

We all dream of a limitless marketing budget, but the reality is that securing those sought after dollars can be an uphill battle.

Being able to prove the return on investment of your digital ad spend will not only help you meet your goals but will also help you secure that sweet budget dough in the future.

Before we get into Facebook bidding strategies, let’s take a quick look at the basic Facebook KPIs that are related to ad spend.

Facebook Bidding Strategies for Beginners
Featured Image Bottom Icon

business promotion through facebook marketing

Facebook Ad Spend KPIs

Amount Spent: The estimated total amount of money you've spent on your campaign, ad set, or ad during its schedule.

Budget: The maximum amount you're willing to spend on your ad sets or campaigns, on average each day or over the lifetime of your scheduled ad sets or campaigns.

Buying Type: The method by which you pay for and target ads in your campaigns: through dynamic auction bidding, fixed-price bidding, or reach and frequency buying. This field is currently only visible at the campaign level.

Campaign Spending Limit: The spending limit used to stop an ad campaign from going over the set limit.

Cost Per Add to Cart: The average cost of each add-to-cart.

Cost Per Checkout Initiated: The average cost of each checkout initiated.

Cost Per Click (CPC): The average cost for each link click.

Cost Per Content View: The average cost of each content view.

Cost Per Registration Completed: The average cost of each registration completed.

Cost Per Result: The average cost per result from your ads.

Cost Per Thousand Impressions (CPM): The average cost for 1,000 impressions.

Cost Per Thousand People Reached: The average cost to reach 1,000 people.

Cost Per Unique Click: The average cost for each unique click.

For more Facebook terms and definitions, check out this article!

Facebook Bidding Strategies

The Lowest Cost (Auto-Bid)

This strategy allows bidding to be fully managed by Facebook. It’s widely used by beginners because there isn’t much need to fully understand the intricacies of the bidding systems and options. This bidding strategy will use your entire budget and will focus on achieving the lowest cost opportunities. Unless you have super specific budget goals in mind, this is your best bet for a Facebook bidding strategy!

Compatible with the following campaign objectives: Brand awareness, reach, traffic, engagement (post engagement, page likes, event response), app installs, video views, lead generation, messages (excludes sponsored messages), conversions, and catalog sales.

Bid Cap

Bid cap bidding strategies require a more hands-on approach than auto-bid strategies because they are managed by the advertiser, not by Facebook. This strategy requires that you set a specific bid you want to target and it will fire your ads accordingly to maximize the volume at that specific bid. Essentially, you are controlling your bid in each individual auction. It can help you be competitive against other advertisers targeting the same audience, but it can be a very tedious process that requires a lot of manual data reporting since your actual costs may differ from your target bid.

Compatible with the following campaign objectives: Reach, traffic, engagement (post engagement, page likes, event response), app installs (installs, events, link clicks, video views), video views, lead generation, messages, conversions, and catalog sales.

Cost Cap

This is another Facebook managed bidding strategy. It allows you to keep your overall costs within a specified limit. Rather than having to manually adjust your bids (as with the bid cap strategy), Facebook will automatically do this for you to maximize the volume within your target CPA or CPI.

Compatible with the following campaign objectives: Traffic, app installs, event responses, lead generation, offsite conversions, and catalog sales with the following ad delivery optimizations: landing page views, link clicks, page likes, post engagement, replies, video views, and catalog sales with link click offsite conversions.

Target Cost

Though you may set a specific bid, your actual costs will fluctuate. Using target cost Facebook bidding strategies can help mitigate that by focusing on the actual target cost you want to achieve. There’s more cost predictability with this bidding strategy as it will optimize your ad delivery to target the most possible conversions at the specified cost.

Compatible with the following campaign objectives: Traffic, app installs (installs, app events, video views), lead gen, conversions, and catalog sales.

Value Optimization with Minimum ROAS

This bidding strategy requires reliable communication between Facebook and your website or other platforms regarding conversion values. The value optimization strategy is used when your conversion values are clear and your highest priority is achieving a return on ad spend. Of course, many advertisers will have lofty goals for their ROAS, but if you set your target too high, you’ll end up seeing under-delivery while using this bidding strategy.

Compatible with the following campaign objectives: App installs, conversions, and catalog sales.

Highest Value

Similar to value optimization, the highest value bidding strategy is meant to drive the maximum return on ad spend. This can be used if you’re not sure of your minimum ROAS or bid amount. This bidding strategy is Facebook managed for a more hands-off approach and will almost certainly spend your full budget. Again, this bidding strategy can only be effective if there are clear and accurate conversion values set. 

Compatible with the following campaign objectives: App installs, conversions, and catalog sales.

Optimization for Ad Delivery

The optimization & spending controls section of your Facebook ads set-up process allows you to confirm exactly what results you’re trying to drive and what your limit is in terms of spend. The options available here will be dependent on which campaign objectives and Facebook bidding strategies you’ve selected.

Your selection for optimization for ad delivery affects who Facebook shows your ads to. Based on your other selections, Facebook will automatically recommend the ad delivery strategy that will help you best reach your goals.

For example, If you select optimize for link clicks, your ads will be shown to the people who are most likely to click the link. If you optimize for impressions, your ads will be shown to people as many times as possible. Whichever option you choose, Facebook will optimize ad delivery to maximize your results within your given budget.

Facebook Marketing

Get The Latest From
Market Veep


Get Growing! 

Download our eBook and get advice from 8 CEOs of  Inc. 5000 companies in their own words.



Market Veep is a great firm that handles all of our marketing efforts. This is the second time that I have used the firm. I highly recommend Market Veep!

Cres F.



Market Veep's Onboarding Experts in Inbound Marketing are an absolute game-changer! From the get-go, their approach was top-notch. Market Veep's team has undoubtedly set the bar high for excellence in inbound marketing. Five stars aren't enough to commend their outstanding service!

Matthew W.



As a growing business, setting up our first-ever HubSpot account was a crucial step towards enhancing our marketing and customer management strategies. From the moment we contacted MarketVeep, their team demonstrated professionalism, expertise, and a genuine desire to help us succeed. Overall, our experience with MarketVeep was exceptional, and we couldn't be happier with the results. Thanks to their guidance, we are now utilizing HubSpot to its fullest potential, streamlining our marketing efforts, and nurturing leads more effectively.

Jean M.



We had an exceptional experience with Market Veep! Their team is professional, super organized, and friendly, and I truly enjoyed working with them. They executed on time and made the process super easy with their organization and documentation. In addition, they provided additional guidance and answered my many questions as I was new to HubSpot, and provided documentation resources for future use. We're now set up to leverage all that HubSpot marketing has to offer, and we couldn't have done it without Market Veep's expertise.

Bailey G.



There aren't enough words to describe the outstanding, professional work MarketVeep has provided to our company. From start to finish, the website design/development team at MarketVeep assigned to our project was extremely knowledgable, respectful, efficient and timely. The results went above and beyond our expectations and we could not be more thrilled with the improvements to the user experience on our website! Bravo MarketVeep, we'll absolutely be back with more projects!

Nadine B.



We had a fantastic experience with Market Veep! Their expert team seamlessly guided us through implementing HubSpot and provided comprehensive training across Sales, Service, and Marketing Hubs. Their knowledge and support significantly enhanced our workflow and overall efficiency. Highly recommend Market Veep for top-notch HubSpot solutions!

Anneke C.