Check out the Reservation buying type…
If you create a campaign in Ads Manager, you may see this (rolling out in October):
“Introducing reservation buying typeAn alternative to Auction as a method to pay for your ads, Reservation replaced Reach and Frequency. It allows advertisers to lock in a fixed cost for greater predictability. More. Reservation, formerly called reachReach measures the number of Accounts Center Accounts (formerly users) that saw your ads at least once. You can have one account reached with multiple impressions. More and frequencyCalculated as (Impressions/Reach), Frequency is a Facebook ads metric that measures the average number of times users have seen your ad. More, allows you to plan and buy your campaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More with a set cost and forecast your campaign’s lifetime results for reach and frequency.”
Reservation is the alternative to AuctionFacebook uses an ad auction to determine the best ad to show to a person at a given point in time. The winner of the auction is the ad with the highest total value, based on bid, estimated action rates, and ad quality. More and has two objectiveWhen you create a campaign, one of the first things you'll do is select an objective. The campaign objective is your ultimate goal. Your selection will impact options, including optimization and delivery. Options include Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. More options: Awareness and Engagement. Traffic (formerly an option for Reach and Frequency) is no longer an option for Reservation.
The only performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More options for Reservation are Reach, ad recall lift, and ThruPlay, and the minimum audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More size is 200,000 people.
One benefit of Reservation is the ability to lock in fixed costs at a specific CPMCPM measures the cost per 1,000 impressions. It's a good metric to evaluate competition level and costs to reach your audience. More. This is unlike Auction, where costs are variable and unpredictable.
Another benefit is frequency controls. A new option for Reservation is Target Frequency, which is the new default. You can also use a Frequency CapFrequency capping allows you to limit the number of times your audience sees your ad during a given window of time. More, similar to Reach campaigns when using Auction.
Reservation isn’t for everyone, but it’s best for bigger brands and budgets when your goal is awareness and you want to lock in costs.
Will you use the Reservation buying typeThere are two buying type options when determining how you will pay for a Facebook ads campaign: Auction and Reach and Frequency. More?
