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There are a few varieties of Facebook locations that you may or may not have come across. Facebook by default sets all ads to auto-placement and that’s why you might not have dug any deeper than that. In this blog, you will learn about each individual placement and how they can be used to your advantage for your advertising.

Automatic placement

If you’ve served any type of ad on Facebook, it’s more than likely that you’ve used automatic placement for your ads. Facebook uses 4 different locations, there is the Facebook feed, Instagram feed, Messenger and Audience Network. Each of these can be found in the Manual Placement section at the ad unit level. Auto-placement is great for beginners or getting the most out of a low budget if you’re new to Facebook advertising, so we recommend using it if you’re just getting to grips with the platform.

Manual placement

Manual placement gives you more control over your spending and the results you get. You can select which platforms you want to show your ads on and each platform comes with different features and costs. Below, we’ll do our best to break down each platform to find what works best for you. Although after you’ve been advertising for a while, we recommend that you test each platform individually and compare the results. This way, you can find which platform works best for your business.

Facebook:

Easily one of the best places, allowing you to run your ads on InStream Ads, Searches, Articles, and of course Facebook feeds (you can turn any of them off if you want). This is probably where people are most likely to see and click on your ads. You will find that your ads will perform well on Facebook with standard costs. We tend to define this as a point of reference / common ground. We recommend that you leave this enabled.

Instagram:

Potentially the most expensive platform to serve ads, with only two locations available which are feeds and stories. Of all the tests we’ve done with most if not all of our customers, we’ve always found Instagram to be the most expensive. We frequently get high CPCs and CPAs, even when we use cost caps to reduce them. However, that doesn’t mean that you should get rid of Instagram as an ad space altogether, as you might find that a large portion of your audience uses Instagram more than other platforms. As always, we recommend that you give it a try and see the results you get from this platform. You may get cheaper CPCs. If you decide to run both Facebook and Instagram separately, and one is more expensive than the other, it’s best to cut the budget for that platform and move it to areas that perform better.

Audience network:

It can be one of the cheapest platforms to run. Facebook will place your ad on external apps and websites based on your selected audience. While your ad isn’t placed here as often as a Facebook or Instagram feed, it can still get decent results with low CPCs. In Ads Manager, you can also identify the exact website where your ads appeared. To do this, you need to select the ad you want to check> click “View Chart” in the left toolbar> Click “Placement”> Download Report. This will download an Excel spreadsheet with all the website addresses your ads have been shown on.

Messenger:

This location will appear in the Messenger Inbox section of the Messenger app and desktop. It can be a mix in terms of performance, although you can’t use website traffic targets with this location. We recommend that you use this location to reach the ads in order to get low CPMs.

Locations are all about testing what works for your business, and the more spread your locations are, the more control you will have over your budget and spending. Leaving your ads automatic won’t affect your ads, but if you decide to split placements into multiple ad units, be sure to monitor them closely as results and costs can become volatile.

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