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Meta ads
The ad auction explained
Get the best results possible for your budget by becoming an ad auction expert.
What you'll learn:
The ad auction
How our ad auction works and how your inputs during ad setup influence ad performance.
Ad setup
Learn about the five components of an ad set that determine its quality and relevance on Meta platforms.
After launch
Discover how your inputs will influence your ad's performance, as well as quality and rejection considerations that may affect your ad set.
How does the Meta ad auction work?
Every time there's a chance to show your ad to someone in your audience across Meta platforms such as Facebook, Instagram and Messenger, it enters an ad auction to determine who should see it. The goal of an auction is simple – to pair your ad with people in your audience who are most likely to be interested in it.
This helps you get the most results possible for your budget, while providing a positive, relevant experience for your customers.
You play the most important role in your ad's success.
Unlike traditional auctions that pick a winner based on the highest bid, Meta's auction system looks at a number of factors equally to determine which ad is displayed.
Ads that perform their best in our auction combine five components: the right objective, targeting, a sufficient budget, enough duration and compelling ad creative.
How your inputs will influence your ad's performance.
Once it's gone live, your ad will go through the following three stages.
What happens next
Assessment
Once you've created your ad, the auction will look at ad objective, budget, duration, audience and creative to help evaluate your ad's quality and relevance to your target audience.
Delivery
Our auction system will begin showing your ad to people in your audience to learn who is more likely to engage with your business.
Optimisation
Over time, it will narrow down your audience to show your ad to people who are more likely to interact with it – helping you get the most results possible for your budget.
Ad quality and ad rejection: What you should know
• Ad quality is determined from several sources, including assessments of low-quality attributes in the ad, such as withholding information, sensationalised language and engagement bait. Together, estimated action rates and ad quality measure ad relevance.
• Ad rejection happens if we detect that an ad violates our Advertising Standards. Before you create your next ad, it's important to understand our Advertising Standards and how you can ensure that your ad is not rejected after you place your order.
Ready to get started?
Available on desktop and the Ads Manager app.
