# FACEBOOK BUYING TYPES: AUCTION VS REACH & FREQUENCY - WHICH IS BETTER? Channel: Ben Heath Video: https://www.youtube.com/watch?v=LCINDX_c1AQ Duration: 6 min Language: English Words: 1258 Transcript page: https://viewrankai.com/tools/youtube-transcript/LCINDX_c1AQ --- [0:00] hi guys has been Heath from Leaguer and in this video I'm going to talk about Facebook's buying type called reach and frequency so Facebook have two different buying types they have auction and they have reached and frequency and could he discuss the pros and cons of each because nearly everyone uses auction all the time but there are times when you may want to use reach with frequency I'm going to quickly explain so to help set this up I've just go to the quick dummy campaign example campaign as you can see here so let's um if I actually let's go back to the campaign level and let's [0:29] select edit now you can see here that I've already set this up so you got example campaign and buying type you've got auction and you've got reach and frequency Facebook's default is to set to auction I'm not gonna bother because it'll reset things but you can't select reach and frequency I've done it here now the first thing I say about reach your frequency is it limits the campaign objectives you can use so you can only use these seven from the list here not the full list as usual so you can't run a reach and frequency campaign for things like lead generation and you can only run it for these options here I'm [0:58] going to select brand awareness and I'm going to move on to the ad set level now I'm not gonna go through and show you exactly how to create a frequent reach and frequency campaign I'm gonna create another video all about that I just wanted to talk in this video about the pros and cons of using each so let's just explain how they work so auction is effectively traditional standard Facebook advertising so when you advertise on Facebook let's say you want to advertise to a hundred people someone else wants to advertise to the same hundred people and whoever gets to advertise to them is the one that pays [1:28] more so we just operates on an auction system now it's obviously a lot more complicated than that and there's relevancy score that comes into play there's lots of different advertisers are wanting to reach people in different placements at different times of the day all those sorts of things but effectively it's an auction and that's what sets the price of Facebook advertising that's why it costs what it does to reach the people that it does now as Facebook advertising has gotten more expensive the way advertisers have gotten around that and still been able to make a profit with facebook advertising is my targeting very specific audiences and so in the [2:02] auction you might be able to pay more to reach that ten thousand people that are absolutely into whatever it is that you sell more than someone else can so therefore you can continue to and advertise to them but in the auction you may not be able to outbid other companies because they may be able to paying more and to advertise to other groups of people that are more interested in their stuff so it's a little bit complicated but hopefully that makes sense and auction is exactly what it says on the tin that's what set sets the Facebook advertising price reach and frequency on the other hand [2:31] operates quite differently instead of operating in the auction you can basically book in guarantee a certain price to reach a certain number of people so if we just take a quick look on this right-hand side here you can see that Facebook's suggesting that my CPM my cost per a thousand impressions advertising to the default here is UK 18 plus and would be just 53 P which is a lot cheaper than you'd see in the auction so if I was to run a brand awareness campaign the auction Facebook thinks that I would be paying 42 percent more because this way would get me 41 percent less if I ran a brand awareness [3:07] campaign through the auction as opposed to using reach and frequency I actually think that's an underestimation I think that in the UK at the moment with a brand awareness campaign you're likely to be paying at least two pounds per thousand impressions now if you're running a conversions campaign in the auction to a specific audience in the UK you might be paying 10 pounds per thousand impressions so reach and frequency is a fantastic way to guarantee a certain price and help you reach a lot more people and that's where I think it should be used it should be used for brand awareness campaigns reach campaigns and things like that where you [3:40] want to get the word out to as many people as possible get in front of as many people as possible and pay as little as possible to do so so you can see Facebook is estimating that I would be reaching 772 percent more people with reach and frequency as opposed to the auction which is fantastic leo the advantage of that are obvious from the testing that I've done where reach and frequency falls down is when you are running those conversion campaigns when you want people to buy to become a lead to take a specific action then you don't want the larger audiences where you're trying to reach lots of people you're [4:12] better off with those small specific audiences that are really into whatever it is that you advertise and you know a likely to take action so that's how I split it up if you're looking for a brand awareness campaign and looking to reach big audiences give reach and frequency ago so if you're a big brand you really want to get the word out there about whatever it is that you're doing about your business you've got a big marketing budget give reach and frequency ago otherwise I'll be tempted to stick to the auction for the time being of course with everything Facebook advertising testing is key so go ahead and test but [4:41] that's where I draw the line and that's what I would recommend when it comes to Facebook's buying type of reach and frequency is M that's how I would use it those are scenarios where I've give it a go otherwise I would stick to the auction so hope you found that useful just for you go somebody want to quickly mention which is my five-part Facebook ad template which you can download right now for free now this template includes some of the best performing ads we've created for a number of different clients in a number of different industries you could model from those ads if you're looking for better results [5:08] from your Facebook ads that is very very likely to help you out as I said you can download it right now for free all you need to do is click on the link in the video description that'll take you to a page on my website and you will be able to download it there hopefully this video has been useful if it has please give it a thumbs up please let me know in the comments below I would really appreciate that and don't forget to subscribe to my youtube channel for more high quality Facebook advertising related content I publish at least once a week so make sure you do that thanks a [5:35] lot guys --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts. Free transcript tools, no account needed: https://viewrankai.com/tools How to read any video this way: https://viewrankai.com/llms.txt