最近Facebook广告用的比较多，随之而来也有些问题不得其解。 尤其是Facebook广告文档非常少，可选项也非常少。我一个朋友也戏称在facebook投广告就是体力活：投上，审批，算转换。

但是我还是碰到一些问题的。尤其是一些从adwords带来的经验，放到facebook里面去，就会看到有一些明显的问题。比如： 就广告语的策略来说，标题及描述： adwords 对语法和语义不是特别敏感。包括句子不通，大写较多。但是facebook非常明确的要求你的语法很对，语义通顺。 从召唤语句来说：adwords不太允许使用click here now. 这类的语句。但是facebook却在Guide中明确鼓励你使用这类的话语来提高转换率。 其他还有很多，有机会慢慢总结。

这次我碰到的问题是，2个广告，目标人群，区域，出价都相同的情况下，1个获取的展示是另一个广告的10倍。 这个出价也是参考了facebook提示我的出价，还参考了历史上我是用的出价的。 最郁闷的是，浏览少的广告CTR还比浏览多的高不少。我就迷茫了。就给facebook广告组写了个邮件问问啥情况。

下面是对方回信我的总结：

facebook展示主要根据出价和历史。如果一个新的广告他感觉你不会有好的未来，或者可以理解为一上线后没有很好的CTR，就会有越来越少的展示，并且会提升你的出价。这个时候，我们有两个方法来处理1. 提升价格 2. 重做一个广告 （如何提升CTR算是优化，可以说的就多了，我就不涉及了）。还有就是提到，两个同一人群 ，区域 的广告在一个账号内，虽然会自行竞争，但是由于facebook有巨大的流量，这个效应可以忽略不计。

我个人能想到的应对方法是新广告上线使用比facebook推荐高的价格，保证CTR，如果担心转换率，可以调低日预算控制。

下面是原文：

Thanks for checking in with us. If an ad doesn’t perform well when it’s first running on our site, our system will determine that this ad is less likely to perform well in the future, and will display the ad less often as a result.

For any given ad unit, we select the best ad to run based on its bid and historical performance. Therefore, if you’re not receiving as many clicks or impressions as you’d like, we suggest increasing your maximum CPC or CPM bid. We also suggest making sure your ad is as relevant as possible by targeting your ad to the most appropriate audience. Your ad is more likely to perform better and continue running successfully if it’s being displayed to the users who are likely to be the most interested in your ad and click on your ad. It can also be helpful to experiment with multiple versions of your ad text and targeting to see which one generates the best results.

For any given ad unit, our ad auction system selects the best ad to run based on the ads’ maximum bids and historical performance. If you have two ads in your account targeting the same audience, they will compete against each other in the auction. Rest assured that because the total volume of Facebook Ads and the number of impressions served on the site are both very large, it’s extremely unlikely that your ads will compete in a way that drives up your own CPC or CPM bid range.

However, if one ad begins to outperform the other by receiving more clicks it’s likely that this ad will be shown more often as our system recognizes its past success. Similarly, ads that underperform may require a higher bid to win the auction, causing the suggested bid range to change over time.

These factors may cause two identically targeted ads to diverge over time, or one to noticeably outperform the other. If one of your ads is underperforming, we recommend you experiment with creating a new version with a different creative or targeting, that may be more appealing and receive more clicks.