Now that we’ve covered the basics of how advertising on Facebook works, let’s review how to effectively managing bids that maximize CTRs, and of course, optimize for actual return on ad spend (ROAS).
Since Facebook is a real-time market, the CPC you need can vary significantly as other bidders place, adjust, and remove ads. An ad that was generating great volume just a few hours ago can fall stagnant as the market heats up.
But CPC is just piece of the puzzle, the other challenge is keeping your CTR up. As your ad collects more and more impressions it gradually grows stale, and its CTR drops. Thus gaining and maintaining a high CTR means constantly deploying, split-testing, and refreshing the creative (images, titles, bodies) in your ads to keep them fresh and relevant.