Cost caps or lowest cost? There’s been a lot of debate lately on which bidding strategy can provide the most media efficiency and spend consistency.
Cost caps can do a solid job of providing efficiency at your target CPA with bigger (and sometimes inflated) budgets but can struggle to spend consistently. There might even be a few days where you don’t get delivery at all.
Lowest cost, on the other hand, is Facebook’s default bidding strategy and offers the most consistent spend and volume. It’ll always spend your full daily budgets and is a great volume play, but can sometimes sacrifice efficiency for volume.
Comment below and let me know what bidding strategy you use in your accounts and which has brought you the most scale and efficiency.
