Facebook right column ads have been around almost as long as the platform itself. You’ve probably seen them dozens of times — small, square ads tucked away in the sidebar of the desktop version.
For years, they were a staple for budget-conscious advertisers. But times have changed. Mobile dominates, ad formats are more dynamic than ever, and user attention is harder to win. So the question lingers: are Facebook right column ads still worth it in 2025?
The answer isn’t a simple yes or no. It depends on how you use them — and whether you treat them as a strategic add-on instead of the main event.
What Exactly Are Right Column Ads?
Right column ads are a desktop-only placement that appears on the far-right side of the Facebook interface. They’re smaller than feed ads, with limited creative space, and they typically drive lower engagement.
Here’s what makes them different from other placements:
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No mobile reach — Right column ads never appear in the Facebook mobile app or mobile browser.
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Static positioning — Unlike scrolling feed ads, they remain visible while users browse.
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Simpler format — Fewer creative options compared to carousel, reels, or story ads.
On the surface, this may sound like a big disadvantage. But not every campaign is about flashy engagement. Sometimes, steady, cost-effective visibility is just as powerful.
For a deeper dive into how Facebook placements compare, check out The Ultimate Guide to Facebook Ad Formats.
Why Advertisers Still Use Right Column Ads
If right column ads are so limited, why do advertisers keep testing them? The short answer — they’re cheap, and they work in specific contexts.
Here are the main reasons marketers still include them in campaigns:
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Lower costs
CPMs for right column ads are often significantly lower than news feed or Instagram placements. That means you can get more impressions for the same budget. -
Brand reinforcement
Even if someone doesn’t click, repeated exposure strengthens brand recall. A person might see your product in the feed and then again in the sidebar — that double touchpoint matters. -
Retargeting potential
These ads shine when targeting warm audiences. Someone who’s visited your website or abandoned a cart is more likely to notice your brand again in the sidebar. If retargeting is on your radar, this guide on How to Set Up Facebook Retargeting will walk you through the essentials. -
Campaign diversification
By testing multiple placements, you can spread risk. If feed ads are expensive or underperforming, right column ads can balance the equation.
Think of it like this: you don’t need right column ads to carry your entire campaign, but they can play a supporting role that stretches your budget further.
The Drawbacks You Need to Watch
Of course, there are real downsides to right column ads. You shouldn’t jump in without understanding the trade-offs:
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Limited reach — With 95% of Facebook users accessing the platform via mobile, the audience is restricted to desktop users.
- Low engagement — Click-through rates are lower than almost any other placement. Many users simply tune out sidebar ads. Sidebar placements can also contribute to overexposure. Learn how to spot and fix it in Ad Fatigue on Facebook: How to Spot It Early and Fix It Fast.
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Creative limitations — The smaller size means less room for visuals, making it harder to stand out.
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Not ideal for direct sales — Unless you’re retargeting, conversions from right column ads alone are usually low.
So here’s the key question to ask yourself: do I want cheap impressions that support my other ads, or am I expecting direct clicks and conversions from a format that doesn’t usually deliver them?
Best Practices for Facebook Right Column Ads
If you decide to give them a try, use them smartly. Right column ads work best when they complement your other placements, not when they’re running in isolation.
1. Combine with High-Impact Placements
Pair them with feed ads, stories, or reels. Use the right column to reinforce your message instead of relying on it to create the first impression.
Smart marketers test across formats. Here’s a practical breakdown of Why Ad Placement Choices Can Make or Break Your Facebook Campaign.
2. Keep Creative Simple and Bold
The format is small, so clarity matters. Focus on:
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High-contrast images or logos,
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Minimal text (avoid clutter),
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Short, direct copy that can be read in seconds.
3. Prioritize Retargeting Campaigns
Save your right column budget for warm audiences:
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Website visitors,
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People who watched your videos,
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Customers who abandoned carts,
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Past buyers who might purchase again.
These users already know your brand, so they’re more likely to notice the ad.
4. Monitor More Than Just Impressions
Don’t be fooled by a cheap CPM. Track:
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Cost per conversion,
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Assisted conversions (from multi-touch attribution),
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View-through conversions (users who saw the ad but converted later).
This gives you a clearer picture of whether right column ads are truly helping your bottom line.
When Right Column Ads Make Sense
Right column ads won’t be the right choice for everyone. But they do fit well in some scenarios.
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E-commerce brands that want to retarget website visitors with reminders.
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B2B companies targeting desktop users during work hours.
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Brands running awareness campaigns where visibility and repetition matter more than clicks.
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Marketers on tighter budgets looking for cost-efficient impressions.
If you fall into one of these groups, testing right column ads could give you an extra layer of value without overspending.
When to Avoid Them
On the flip side, skip right column ads if:
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Your audience is almost entirely mobile-first.
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You need high engagement or viral-style campaigns.
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Your creative relies heavily on video, animation, or storytelling.
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You don’t have the budget to diversify placements.
In these cases, focus your spend on mobile placements where attention is highest.
So, Are They Still Worth It in 2025?
Yes — but only as a supplement.
Right column ads won’t win your campaign on their own. They won’t drive massive engagement, and they won’t replace feed or story ads. But as a budget-friendly reinforcement tool, they can still deliver value.
Think of them as a subtle reminder. They’re not the main show, but they can help make your message stick.
