About Campaign Buying Types

A buying type is a method by which you pay for and target ads in your campaigns. In Ads Manager, you determine your buying type at the campaign level. Whether you’re launching a new brand or generating awareness of an upcoming movie premiere, it’s important to consider which buying type best meets the business goals of your campaign.  When you set up your ad campaigns you can select from three buying types:

• Auction.
• Reach and frequency.
• Target rating point (TRP).

You determine your buying type before all other elements in the campaign structure, so much of your ad performance will depend on you choosing the option that best suits your budget, schedule or business goals. 

Auction buying (used mostly):

Auction buying offers more choice, efficiency and flexibility, with less predictable results. Ads can be placed across Facebook, Instagram, Messenger and Audience Network. It’s recommended that campaigns placed on Facebook or Instagram use the auction buying type.

Reach and frequency buying (rarely used):

Reach and frequency buying lets you plan and buy your campaigns in advance, with predictable ad delivery and more control over your frequency settings.

TRP buying (never used by SMB’s):

TRP buying is limited to eligible campaigns only. TRP is a buying type that lets you extend, augment and complement your TV campaigns to Facebook and Instagram. With TRP you can plan and buy video campaigns using Nielsen-verified TRPs, like TV and other online video channels. Your ad will then be optimized towards Nielsen on-target delivery according to your target audience.

With TRP, you can:
·  Measure impressions as a percentage of the target population.
·  Buy video ads the same way and in the same currency as you buy other Facebook and Instagram ads.