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About Ad Auctions (Meta Business Help Center)

Meta · Meta Business Help Center Free Beginner

The single clearest explanation of why the highest bidder doesn't win, spelled out by Meta itself: total value = bid x estimated action rate + ad quality. Internalise this and every 'why is my ad not delivering' question answers itself.

  • Winner is decided by bid x estimated action rate + ad quality, not bid alone
  • Better, more relevant creative can win placements at a lower bid
  • Explains why engagement and relevance directly lower your costs
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The question it answers

  1. How do Meta (Facebook & Instagram) ads actually work?

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