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Meta recently launched Facebook Ads Reservation, allowing businesses to control costs and reach customers more effectively. This guide details how to use this feature and analyzes its benefits.
What is Facebook Ads Reservation?
In Ads Manager, when creating a new campaign, you’ll see the “Buying Type” section. The default is “Auction,” but now there’s a “Reservation” option.
- Auction: Ad prices are determined by an auction between advertisers. CPM (cost per 1000 impressions) fluctuates based on competition.
- Reservation: You can reserve a fixed CPM, often much lower than auction prices, enabling better cost control and budget predictability.
How to Use Facebook Ads Reservation
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Choose Campaign Objective: When selecting “Reservation,” campaign objectives are limited to “Awareness” and “Engagement.” Note that you cannot use “Sales” or “Leads” objectives.
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Set Up Ad Set:
- Audience: Reservation typically suits broad audiences. However, you can still experiment with more specific targeting.
- Ad Format: Choose the format that aligns with your ad content (image, video, carousel…).
- Placement: Unlike auction campaigns that often use automatic placements (Advantage+), reservation defaults to manual placements. Deselect “Audience Network” to ensure quality impressions.
- Brand Safety: Choose the inventory filter that aligns with your brand values (standard, expanded, limited).
- Optimization & Delivery: Select the performance goal that matches your campaign objective (reach, brand awareness…).
- Frequency Control: Set the desired ad frequency for each user within a specific timeframe.
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Estimate Budget: Meta requires a minimum budget to reach a certain number of users. You can adjust the budget and view estimated reach, frequency, and CPM. Estimated CPM in reservation is generally more accurate than in the auction.
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Upload Ads and Reserve: After completing the setup, upload your ads and reserve the campaign.
When to Use Facebook Ads Reservation
- Brand Awareness Campaigns: When the goal is increasing brand awareness, reservation helps reach a large audience at a lower cost.
- Peak Season Advertising: Reservation ensures stable costs and avoids CPM spikes during peak shopping seasons.
- Omnipresent Content Strategy: Reservation combined with Sequenced Ads facilitates a more effective omnipresent strategy.
- Large Businesses with Large Budgets: Reservation suits businesses with substantial budgets seeking tight cost control.
- Agencies Working with Large Clients: Reservation enables agencies to predict results and report to clients more clearly.
Conclusion
Facebook Ads Reservation offers numerous benefits for businesses, especially cost control and broader reach. Experiment with this feature and see if it fits your advertising strategy.