We’re always looking for newer, better ways to optimize Facebook campaigns for our clients. So when Facebook recently introduced CPA-based bidding, we were eager to see how using this technique would affect performance.
After some testing, we came to a familiar conclusion: every new technique always has both upsides and downsides. We found that the competition for CPA-based bidding is higher than it is for CPC-based traffic, so in order to get traffic, you need to bid much higher than you would if you were simply managing your CPC bids yourself.
CPA-based bidding is attractive to most advertisers because it negates the risk of bidding on CPC or oCPM. But it’s likely that many apps advertising on Facebook won’t want to pay the relatively high minimum bids. However, if you’re advertising on Facebook, it’s still worth a test to see how this method performs for you.
Read more about our results using Facebook’s new CPM-bidding technique at FBPPC.