IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2018v6i2p160-167.html
   My bibliography  Save this article

Breaking down the Facebook auction

Author

Listed:
  • Boyd, Clark
  • Sanchez, Ximena

Abstract

This paper discusses both the theory behind the Facebook auction and how it works in practice. It details the component parts of the Facebook auction with particular focus on the aspects that advertisers can affect. The purpose of this exchange is to maximise the benefit to consumers. This can serve as a simple heuristic when advertisers make decisions, but it is also a nascent platform where all users are constantly learning. With this in mind, this paper provides guidelines on what to do when the received best practices simply do not work as expected. This applies to all three areas of a successful campaign: audiences, bidding and creative. The reader can expect to take away from this paper: a deeper understanding of how Facebook matches adverts to audiences; lessons taken from real-world scenarios and campaigns; free tools to use to maximise the impact of campaign creative; performance benchmarks for specific Facebook metrics; and solutions to some of the most common problems advertisers face today.

Suggested Citation

  • Boyd, Clark & Sanchez, Ximena, 2018. "Breaking down the Facebook auction," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(2), pages 160-167, September.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:160-167
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/2120/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/2120/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Facebook; Facebook advertising; social media marketing; social media advertising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:160-167. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.