High-performing Facebook Ad Placements (in 4 Steps)

High-performing Facebook Ad Placements (in 4 Steps)

March 23, 2018 8:07 pm

In 2018, Fb advertisements can seem on Fb itself, Fb Messenger, Instagram, and the Viewers Community. Fb is not a one-choice platform. Advertisers should now maintain an in depth eye on how their advertisements render on all platforms. In any other case, you could be losing cash.

Contemplate Instagram and Messenger, for instance. You’re in hassle if, in the course of the advert setup, you chose to point out advertisements on all obtainable choices and also you didn’t present sq. photographs or Messenger-particular copy. It’s straightforward to set your placements to automated — it’s even a Fb greatest follow. However it isn't the silver bullet that Fb guarantees. It requires a variety of guide intervention, in my expertise.

My choice is to do each: use automated placements and, additionally, manually select. There’s a bit of labor concerned, however afterward I really feel assured within the advert placements I’m operating. I can monitor the outcomes on a extra granular degree.

Fb Advert Placements

First, let’s shortly recap the location choices for Fb advertisements, which I’m assuming are picture newsfeed advertisements: massive picture, title, and advert textual content.


  • Feeds. The usual newsfeed advert, on cellular and desktop
  • On the spot articles (cellular solely). A big and expansive format specializing in photographs, movies, and extra — primarily an internet web page. Requires further setup.
  • In-stream movies (cellular solely). A video advert that runs between different movies
  • Proper column. The picture advertisements on the appropriate aspect of your Fb newsfeed.
  • Advised movies (cellular solely). Movies that run after different movies.
  • Market. The usual Fb advert, simply on the marketplace inside the Fb app.

Instagram (cellular solely)

  • Feed. Appears like an ordinary Instagram publish, besides it’s an advert.
  • Tales. A disappearing advert that seems between consumer tales.

Viewers Community

Viewers Community placements seem off Fb, just like the Google Show Community.

  • Native, banner, interstitial (cellular solely). Normal Fb advertisements that run on websites outdoors of Fb.com
  • In-stream movies. A video advert that runs between different movies
  • Rewarded movies (cellular solely). Video advertisements that run in-between a consumer’s cooling-down from a recreation. That is typical in free video games, as builders earn a living by displaying advertisements.

Messenger (cellular-solely)

  • Residence. The usual Fb advert, formatted for a Messenger display
  • Sponsored messages. This sends a message to a shopper. Requires further setup.
Facebook's ad placement choices are Facebook, Instagram, Audience Network, and Messenger.

Fb’s advert placement decisions are Fb, Instagram, Viewers Community, and Messenger.

For many enterprise, a easy advert drives good outcomes. That’s to not say there isn’t a spot for the varied advert models, above. However an area laser tag store run by a mother-and-pop staff, for instance, can be higher served to give attention to video advertisements versus an on the spot article. Video advertisements are straightforward to create, they usually carry out nicely. Keep in mind, the larger advert complexity, the decrease the audience, often.

How do you identify the most effective placement? I exploit a 4-step strategy.

Selecting Advert Placements

Step 1: Let the viewers determine. After you’ve created an advert set and chosen your concentrating on, activate automated placements. Set the bidding to automated, too. Let it run for roughly seven days; it might be longer or shorter based mostly in your price range. Seven days at $one hundred per day must be sufficient.

Ensure that your artistic seems good on all the placements which are chosen within the advert creation pane. And verify in every single day, to ensure your price range is evenly pacing.

Select Automatic Placements for roughly seven days, to test.

Choose Automated Placements for roughly seven days, to check.

Step 2: Evaluation efficiency. Log in to the advertisements supervisor, choose the marketing campaign, and click on “Breakdown.” Then, scroll right down to “By Supply” and click on “Placement & Gadget.”

To review performance, select the campaign, and click “Breakdown.” From there, scroll down to “By Delivery” and click “Placement & Device.”

To evaluation efficiency, choose the marketing campaign, and click on “Breakdown.” Then, scroll right down to “By Supply” and click on “Placement & System.”

Your advert units will increase to point out the totally different placements. From there, you possibly can see the place your advertisements delivered and your greatest-performing placements. There'll virtually all the time be clear winners, in my expertise. If not, run the marketing campaign for an additional week and look once more. Or go together with your intestine.

Ad sets expand to show the different placements, to see where your ads delivered and the best performers.

Advert units increase to point out the totally different placements, to see the place your advertisements delivered and the most effective performers.

Step three: Create equivalent new advert units for the placements and units that labored. That is the second-best step. Simply copy your advert set from the perfect performing locations and units. Then, go to the advert set settings and select that single placement and that single system. Depart the perfect performing advert set from the prevailing marketing campaign as the one one lively, and replica the most effective one to that new advert set. Goal for a day by day price range of $50 per advert set.

Step four: Report with ease. The simplest step. To see how your placements are performing, go to the advert units view. The highest line view works high-quality because you solely have one advert set per system. Sometimes the most effective advert placement will see the most effective outcomes. You'll be able to monitor the efficiency extra simply and pause non-performing advert units when the time comes.

Taking Management

It might appear formidable to take placements into your personal palms. Nevertheless it’s straightforward, and also you’ll doubtless see higher outcomes. Be watchful for viewers exhaustion — if you present your advert to everybody in your viewers. It’s in all probability not going to occur early on, nevertheless.

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