Ad buying on social networks takes place through an auction model. Advertisers must have the right bidding strategy to avoid paying too much or their ads failing to show at all. This chapter outlines what advertisers should consider in order to select the most appropriate bidding strategy for their brand. It covers:
- Factors affecting whether an ad is shown: What are the main factors that determine whether an ad will be shown on a social media platform?
- How much to bid: How does the advertiser decide how much they want to bid for the social platform to show their creative?
- Timing and frequency: What other factors must advertisers consider to ensure their creative is well received on the social platform?