Facebook Ads Bid Strategies: Lowest Cost, Cost Cap, Bid Cap
Jon Loomer
OCTOBER 12, 2021
Think of it this way: If you use the defaults and use Lowest Cost bidding, Facebook doesn’t have a specific goal or guideline in mind when running your ads. If you add some manual controls, it may limit how much you are willing to spend in the auction or it may set CPA or ROAS goals that Facebook will try to reach.
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