Everything You Need to Know About the Facebook Ads Auction

On each episode of this season of the Goal Talk podcast, I interview a marketing or management expert to bring small business owners and marketers the information they need to successfully grow their businesses.

Last week, I sat down with one of WordStream’s executives to discuss employee potential, specifically how to identify and foster high-potential employees on your team. In the episode, WordStream’s Vice President of People Success Lucy Lemons team talked me through tips for empowering those employees as a manager as well as how to manage up as a high potential employee hungry for more. There are a lot of great management insights in this episode that are applicable to most! If you haven’t heard that episode yet, you can listen here.

This week’s topic: The Facebooks ads auction

A couple of weeks ago, we broke down how the Google Ads auction works, including how Google’s algorithm chooses which ad to show, how to best optimize, how budgets are spent, and which metrics are the most vital to track. This week, we tackle another extremely popular social media platform for advertisers, Facebook and Instagram.

For this episode, WordStream’s Manager of Paid Search Scott Mesite and I talk through how the Facebook ad auction works to better understand how best to set up campaigns, structure accounts, set budgets, and optimize your ads to be successful on the platform.

Throughout the episode, you’ll learn:

• Which factors determine whether your ads show for a user.
• Some of the targeting options available for advertisers.
• Which metrics are most important to track.
• How Facebook determines how much money you’ll spend on a campaign.
• The major differences between advertising on search versus advertising on social media.

We’ll cover all this and more. With this episode, we’re back into discussing more in-depth marketing tactics with this episode, so make sure to let us know if you have any follow-up questions or suggestions for more topics!

You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, and follow the podcast’s Twitter account for episode releases, ask the hosts questions and join in on the conversation.

About the podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.