竞价，顾名思义是一种需要竞拍的展示模式，FB广告竞价指的是通过拍卖模式将Facebook、Instagram、AudienceNetwork和Messenger等展位售出。那什么样广告会最终胜出呢？这里给大家介绍一个名词总价值–衡量广告效果，总价值越高出价越高胜出率也越高。如何提高总价值呢？要看FB广告出价（竞价），受众执行概率以及广告手中相关度。

Bidding, as the name suggests, is a display mode that requires auction. FB advertising bidding refers to the sale of booths such as Facebook, instagram, audiencenetwork and messenger through auction mode. What kind of advertisement will win in the end? Here's a term total value - to measure the effect of advertising. The higher the total value, the higher the bid and the higher the winning rate. How to improve the total value? To see FB advertising bid (bidding), audience execution probability and the relevance of advertising hands.

举例来说：我们一位丝网客户甲的广告出价设定为6美元，乙的客户出价设定为11美元，在相关性相同的前提下，价格较高的客户乙最终以7美元或7.1美元赢得展示。由于观众执行动作的可能性控制不好，因此我们可以把优化的重点放在出价和潜在观众之间。