This is based on your cost goals and ad delivery optimization and how you want Facebook to bid in the auction. Depending on your cost or return on ad spent (ROAS) control decision, this will appear as the lowest cost, cost cap, bid cap, target cost, greatest value, or minimum ROAS. Facebook’s bid strategies assist you in achieving the measurable business outcomes you seek, such as increased total sales, more customers, or brand reach. To determine which strategy will work best for your campaign, you must first identify your overall Facebook goal and your primary KPI.