all right YouTube family how's it going video number three today we're going to go technical into meta ATS manual bidding we're going to be discussing Costa versus bit cup The Meta auction and how it works and I'll give you basically a scaling strategy to just pump your campaigns with manual bidding um this is going to be the content what is manual bidding types of manual bidding you'll understand how the meta option specifically works and how The Advertiser pit enters in there when to use when not to use manual bidding and finally a super simple scaling strategy with manual bidding so yeah let's get straight into it if you don't know me my name is man Gomez I've been in the meta headquarters multiple times I've spent 25 million in the platform for my portfolio of clients um in manual Bings specifically second doesn't appear okay um just in manual Bing specifically this one campaign this one account 1. 6 million I spent on campaigns that have bit cup or cost cup so Advantage Plus cbos um with pretty good Ras so that's good another campaign just for you to have an idea of what it looks like inside the ads manager nothing crazy nothing complet it I mean just manipulating a little bit the how you enter the options and the same here like find a winning creative find a winning adset and then just put it into manual biddings and um scale with it so what is manual bidding specifically because it's bit of a weird concept that some people majority of people that I talk today don't use it so it's a meding strategy that consists in manually setting a specific bit to enter the advertising option that is it so instead of relying on meta's automatic bidding system The Advertiser is going to manually choose how much to bid how much do you want to pay for for a purchase with this bit you're sending a message to the Met advertising machine to the algorithm as to how much you want to pay for something and then based on that meta will pick you as the winner or the loser of that unique specific auction that happens at that moment and then let's say they're going to put you in the first Instagram story first ad deliver to the first inst story that they see or relegate it into the last one the home met advertising platform is just an option it's you comparing with other advertisers to get your ads delivered to the best possible people um to be the first impression that they have when they join they they enter the platform that specific time um and yeah that's it if you be too low you're not going to get delivery theoretically if you be too high you're going to have a super high CPA and it's not going to be profitable theoretically types of manual bidding um some people say bab is the only manual bidding that exists cup is not really manual bidding yeah I don't care so what I use is cup bit cup and max value those are the manual biddings that I'm using on met right now two of them are to maximize volume of purchases bit cup and cost cup and one of them is to maximize value of conversions which is the ra goal that I don't use I'll show you now so anyways when you go when you get go into an into an adet the first thing you you can play with is performance goal so is what appears in here so you either want to maximize volume of conversions or value if you go for the typical one the default one maximize number of conversions then you're going to have three options okay option number one is you put nothing so maximize number of conversions cost per result none this is not manual bidding you're doing nothing just Auto bid easy life option number two is cost so cost per result goal basically go in here you put a number that's it you're doing manual bidding in a simplified way the explanation of cost is you're indicating meta how much you would like to pay for a purchase on average after a lot of time it's not strict think about the word indicate you're not putting a limitation to meta it just indicate them a desired result so you can get a so with with this thing you can get a CPA under 50 and over 50 because you're only indicating meta desire if they are going to give you a cost per purchase of 70 meta will still join that bit and that auction with with your bit of 50 and give you a cost per purchase of 70 they don't care because it's just a desire and they tell you yeah it will go up and down but on average at the end you're going to get 50 that is it um option three bit Cup in a simplified way the way I'll tell you how to put it now but in a simplified way you're limiting how much you are willing to pay for a purchase limiting so you're not going to get a CPA higher than 50 because if the machine sees that it cannot give you a CPA under 50 it will not spend the money so you put the limit on 50 and they they analyze the the auction that specific aution where you're competing with other people and based on the formula that I will show you in a minute they will say Okay um can we get a purchase for under 50 no okay then we don't enter the auction and we don't bat so that is it and the way you choose it is you will first have to put a a number here and when you put the number down below you will have these two options but first put the number because otherwise right now it doesn't appear just put the number there and then just bit okay so if we choose the other option if we choose maximize value of conversions then we're going to have two options which is this thing here you change this thing here value of conversions and they're going to give you people that usually on average spend more money if you choose max value but you don't set any raw goal which is the only thing that I do with max value um you're going to deliver the ads to people that on average spend more money per unique purchase so basically people with higher historical aobs this is going to increase Revenue but it will also increase your CPA so it's only great with brands that have a super high aob and again the way you set it up is just here change max volume for max value and you've got it option two you can set a raw goal so you put value here and then you put a RW goal in here I don't like it because if you put a r of two or three it just doesn't spend it you don't get delivery even if you put 1. 7 sometimes you don't get delivery even if the ad is fantastically performing amazing out of the learning phase whatever um so not a big fun I think the way to go with this is you set it up at 0.
8 and then the the adset starts working you raise it to 1. 2 starts working 1. 5 starts working two starts working and you do like this up to let's say R three and at that point it gives you R three always that would be the way but yeah I just don't use it now super important The Meta auction so we've been talking about changing bits the auction blah blah blah how does this auction really work is it just that if I'm willing to pay more then I will win all the auctions is it like that is like the typical auction it is not because then we would have let's say Shady businesses willing to pay a lot of money to get delivery just winning all of the auctions but meta prioritizes the users the good experience of the user and then the advertiser so they created this formula to make sure that happens and they meet their goals so Advertiser bit times the estimated action rates plus the ad quality Advertiser bit is is what we were talking about how much you're willing to pay for a purchase that that matters but it's not everything times the the percentage the likelihood that that meta things you're going to get a purchase if your ad is shown to those people and then the ad quality is basically if you follow the policies or not if if the users are enjoying your ad if the ad is not getting reported if you get a high CD a lot of comments Etc if you get a super negative comment your ad quality goes down so your total value in the auction goes down and you want this number to be as high as possible so you want to bit High you want to give meta the signal that you get a lot of purchases and then you have have good ads and with this you increase the value in the auction and you have a higher likelihood of winning that specific auction with your bits so this is what I just said um I invented a theory here but nobody knows if I over beit that increases the estimated action rate because it's easier for meta to get a purchase if I give them 100 than if I give them 10 and therefore my total value when I enter the auction is higher I don't know could be but who knows with meta when to use manual Bing when not to use super simple don't over complicate it when not to use if the account is super new if you have a super limited budget and if you're testing ads don't use it uh want to use manual bidding for scale that's it so when you have Prov that creatives with great numbers great metrics uh cost of traffic metrics and and you want to scale just use manual bding that's what that's what I do in a simplified way right now 2024 in meta So Meta scaling with manual Bing strategies so the scaling strategy consists in duplicating your winning assets into manual Bing assets to amplify their scalability so this is horizontal scaling step one you want to select a winning adset step two you want to test three different cost caps so to give an example with an aob of50 newset number one is under bidding so we put a cost cup of 20 for example this is for example you can also put 15 or you can put 25 I don't care neat set two let's say A medium bit which would be the aob or you can put 40 I don't care again neat set three over Bing you can put cost cup 70 you can put 60 you can put 80 whatever but make sure it's over bidding because now we're testing broad like under bidding far away from each other they're super far away like like 30 and 20 so and then step three you want to refine if cost cap 70 is the winner you want to put two new cost caps close to that 70 so new adset cost C 60 new adset cost C 80 make sure all of the exercise you do it with a winning adset with a great ad it's working well good metrics for traffic and then from here once you determine six is really the winning one like let's say let's say here you're doing one one bit one cost per adset and each adset is having like 20 25 30 a day in adpen for three days same thing here so from now on every new winning adset will get duplicated into a new adset with cost 60 that is it from now on you you have your your abos test things Etc something works duplicate into a cost 60 outset that's it that's the strategy repeat the exercise for bit capap and then I will do another video for this but you want to Stack winning ads into manual bidding cbos and Advantage Plus campaigns that's it that's that's the the the end of this strategy so this would be the middle of the strategy there's another strategy that I was talking about with a member of The Meta scaling accelerator that they used last weekend um scale from 600 or 1,000 a day in Revenue to 20 up to 23 um per 23,000 per day I think was on Sunday um so super fast scaling with Dynamic bidding um he call it like bit surfing which is fantastic is it's genius um I will talk about it in the future but basically it's putting a super high budget um and then playing with bit caps and cost caps accordingly I will talk about it for now make sure you fully understand how the meta auction works with formula start start using cost caps to your advantage make the test then make the test with bit cups identify them and once validated you move them into your winning bits with winning ads into Advantage Plus and CBO campaigns with those with those two elements so put winning things together and you'll be able to scale use manual bidding the way I'm using it um in my campaigns again in this one the first campaign here is a a CBO with a cost up €50 and we've spent 472,000 3.
5 Ras 1. 7 million done it's good 3.
