What is the primary benefit of value-based bidding, beyond simply acquiring more customers?

Beyond simply acquiring more customers, the primary benefit of value-based bidding is maximizing return on ad spend (ROAS) by prioritizing customers who generate the highest revenue. While traditional bidding strategies focus on acquiring the most conversions at the lowest cost, value-based bidding optimizes for acquiring the most valuable customers, even if it means paying a higher cost per acquisition (CPA). This is achieved by providing the Facebook algorithm with data on the purchase value associated with each conversion, allowing it to identify and target users who are likely to make high-value purchases. This leads to a higher overall revenue and profitability for the advertising campaign, even if the total number of customers acquired is lower than with other bidding strategies. For example, a luxury retailer might prefer to acquire 10 customers who spend $1000 each than 100 customers who spend $50 each, as the overall revenue generated is significantly higher.