It is the Facebook auction that decides whether to show you’re a target audience or not. Just Like a normal auction where the one who bid more wins, that is not the case with Facebook ads. There are other factors based upon which Facebook ads decide your ad's total value and then show the ads with the highest value. As many advertisers take part in bids and try to win auctions. But here is the trick in the Facebook auction the winner of the auction is decided based on the following factors.





Advertiser Bid:


This is the amount that an advertiser is ready to pay per impression. It is calculated based on budget, time duration, and CPA.

Estimated Action:

It determines how is there a possibility that the target will complete the desired action which may be a link click, landing page view, video view, thru play, 2-second video view, standard events, or custom conversions. Basically, all these actions are ad delivery methods for which you optimize your ad.

Click Optimised Ads 

Clik-Through Optimised Ads


User Value:

This factor determines how relevant your ad is to your target audience and how they are responding to it. Facebook determines this by estimating the number of likes, comments, engagement, and how many people are hiding ads. The quality of an ad is determined by how many are viewing the ad and hiding the ad and by the proper assessment of clickbait, engagement bait, and other poor user experiences.


Facebook also does a proper assessment of your landing page whether it is relevant to your ads, meets with Facebook's policy, and whether are there any interstitial pop-ups,  or malicious codes.

Why I am advising you to make these adjustments because these are the factors that help you in winning the

auction on Facebook. Facebook determines how much relevant a particular ad is to the target audience,

and what are chances that people will click on it and complete the desired action. Facebook collects this

based on the user's previous history, and the ad's previous performance.