Meta made adjustments in 2023 for all ads targeting people in the European Union due to regulatory requirements. The advertiser must indicate who benefits (the Beneficiary) and pays for (the Payer) the ad to remain compliant.
Bid Cap
Bid Cap is one of Facebook’s bid strategy options, which guides Meta on how to bid in the ad auction. A Bid Cap sets a maximum bid across auctions, rather than allow them to bid dynamically.
Bid Strategy
When you enter an ad into the auction, Meta will bid for you. But in some cases, it may benefit you to adjust the bidding strategy to get better results. Options include Highest Volume, Cost Per Result Goal, Highest Value, ROAS Goal, and Bid Cap.
Breakdown
Breakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element.
Broad Targeting
In most cases, mention of Broad Targeting refers to the removal of all potential targeting filters: No custom audiences, lookalike audiences, or detailed targeting. Instead, rely only on location and letting the algorithm do the work.
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