Preparing your ad campaign as we mentioned you face up the choices of objective and audience, but that’s not the end!
Next step is a placements’ choice. For sure you may choose the one Facebook proposed – Automatic placements. If it’s OK for you to spend money spreading your ads everywhere (you don’t even know where exactly aside from Facebook) – make yourself comfortable and please, do not complain later, you’ve been warned.
In other words our little tip is to pick up “edit placements”, see them all and choose manually. Here you have 4 domains of ad placements: Facebook itself, Instagram, Messenger and Audience Network.
In the same time you may choose the type of devices (mobile only, desktop only or both). Let’s consider them all.
Facebook ad placements
Feeds. It goes without saying that is the most frequently seen ad place, shown both in desktop and on app. It is available to like, comment or share.
Right column. So are small pictures with short text on your right which you may not even notice while spending your time in Facebook.
Instant articles (ad formats: Link Page post, Mobile App Install, Video ad, Carousel ad) You choose this one if your objective is on of those: video views, traffic, conversions, engagement, app installs, product catalogue sales, lead generation, reach, brand awareness. It may be any type of article, but is used only on messenger and app. Instant articles are designed to make people read your ad, according to Facebook’s data (it’s up to you to judge) 70% more of users notice the article. The advantage of this placement is possibility to follow readers’ interests and show more relevant ads.
In-stream video. Your 5-15secs video is delivered to people watching videos on Fb or Audience Network. Kind of commercial break, how do you think of that? You may be pleased to know that it is possible to exclude your video ad from videos of specific categories. p.s. There is an option for US users of using the in-stream video in the “app-installs” objective.
Stories. This ad placement is a large photo/ short video ad designed for mobile-users.
Marketplace. There is no need of description. One more opportunity to present your goods to people ready to buy.
INSTAGRAM
Here you have Feeds and Stories. Instagram ads placement is usually the most expensive. But if you pay enough attention to your campaign, it’s worth it.
MESSENGER
Inbox, Sponsored messages, stories. Inbox ads are just as in feeds sector and will be noticed if people are not too busy with their chatting. Sponsored messages seem as if the shop had contacted you proposing to take an action.
AUDIENCE NETWORK
Banner, interstitial , native, Rewarded video, 1n-stream video – all this will appear somewhere off of Facebook: on websites and apps cooperating for advertising. It may be both useful and super inefficient depending on your content and luck.
To conclude, nobody will advice or disadvice you any placement because all of them may be useful depending on the objective. More often it’s better to pick up several of them and analyze the result to exclude inefficient components. So just think of the perfect mix that fits your campaign and move on!
