When calculating manual bid amounts for a social advertising campaign, use the Lifetime Value of a Customer (LTV) to your organization to determine a target Cost per Acquisition, which is defined as:
- none of the options in this list
- the cost to gain a given percentage of market share for a product or service
- the estimated amount your organization spends on acquiring customers each year
- target earnings from the product or service divided by marketing costs
- the amount that’s reasonable to spend to gain a new customer