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Facebook Ads Buying Type: What You Need to Know


Facebook Ads Buying Type: What You Need to Know

Facebook ads are a powerful way to reach your target audience and achieve your marketing goals. But before you create your first campaign, you need to decide which buying type suits your needs best.

Buying type is the method by which you pay for and target ads in your campaigns. There are two main buying types for Facebook ads: auction and reach and frequency .

Auction Buying

Auction buying is the default and most common buying type for Facebook ads. It offers more choice, efficiency and flexibility, with less predictable results. Ads can be placed across Facebook, Messenger, Instagram and Audience Network.

With auction buying, you compete with other advertisers for impressions and pay as your ads are served. You can set a bid amount or let Facebook optimize it for you based on your campaign objective and budget. You can also schedule your ads for different times of day or days of the week.

Auction buying is suitable for all advertisers and objectives, but especially for those who want to optimize for performance, reach a large or diverse audience, or test different creatives and strategies.

Reach and Frequency Buying


Auction Buying

Reach and frequency buying is a more advanced buying type that lets you plan and buy your campaigns in advance, with predictable ad delivery and more control over your frequency settings. Ads can be placed on Facebook and Instagram, and some objectives also support Audience Network placements.

With reach and frequency buying, you reserve a fixed amount of impressions at a fixed price for a specific audience and time period. You can also choose how often people see your ads (frequency cap) and in what order or dates (sequenced or scheduled delivery). You pay upfront or in installments based on your campaign duration.

Reach and frequency buying is suitable for qualified advertisers who want to achieve brand awareness, reach a specific or niche audience, or run campaigns with strict delivery requirements.

How to Choose the Right Buying Type


Reach and Frequency Buying

The right buying type for your brand campaign depends on your goals, budget, audience size, creative assets, and level of experience. Here are some questions to help you decide:

  • Do you want more flexibility or predictability in your ad delivery?
  • Do you want to optimize for performance or reach?
  • Do you want to control how often people see your ads?
  • Do you have a specific audience or time period in mind?
  • Do you have enough creative assets to run multiple variations?

If you answered yes to most of these questions, you might want to consider reach and frequency buying. If you answered no or are unsure, you might want to stick with auction buying.

To learn more about the differences between auction and reach and frequency buying, visit the Meta Business Help Center.

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