Facebook Placement Targeting: Why is it important?

There are two different placement options; automatic and manual. Automatic placements are recommended by Facebook to maximise your budget and help show your ads to more people. Facebook's delivery system will allocate your ad set's budget across multiple placements based on where they're likely to perform best. This sounds great, but it doesn’t mean it’s the best option for you. The automatic placement features can lead to irrelevant placements of your ad and since many people are quick to judge brands ethics you have a good reason to want to control your Facebook ad placements. 

 

Manual placements allow you to narrow down your targeting and get the most out of your ad spend. The more placements you select, the more opportunities you'll have to reach your target audience and achieve your business goals. This placement option allows you to publish your ads in the areas where your audience is most likely to see them. 

 

There are different platforms to choose depending on your campaign objective. The four main platform option are: 

 

 

Facebook will automatically place your ad on all of these platforms unless you indicate otherwise. Personally, we deselect Instagram, Facebook Messenger and Facebook Audience Network, as we’ve found that Facebook performs better out of the four due to its wide audience of 2.38 billion users. 

 

The next option is to customise the assets. Asset customisation allows you to select different images or videos for each placement within a single ad. Overall there are 10 placements and 27 assets, as shown below. 

 

Feeds - Get high visibility for your business with ads in feeds. 

 

 

Stories and Reels - Tell a rich, visual story with immersive, fullscreen vertical ads. 

 

 

In-stream - Quickly capture people's attention while they're watching videos. 

 

 

Reels overlay - Reach people with sticker or banner ads as they watch short-form content. 

 

 

Search - Get visibility for your business as people search on Facebook 

 

 

Messages - Send offers or updates to people who are already connected to your business 

 

 

In-article - Engage with people reading content from publishers 

 

 

Apps and Sites - Expand your reach with ads in external apps and websites 

 

• Audience Network native, banner and interstitial 

• Audience Network rewarded videos 

• Audience Network in-stream videos 

 

For the majority of the time ‘Facebook News Feed’ is the best place for your ads to be, on a cost and likely to convert basis. The feed is where people spend most of their time, so it’s likely you will get most of your volume from this area. The Facebook News Feed has a 3 times better click-through rate and lower cost-per-conversion than any other placement. It is also better for enticing people who are not yet familiar with your brand. 

 

So, if your Facebook ads aren't being placed in the right locations, it can have a big impact on your ad cost, click-through rate and overall results. 

 

After reading this blog I hope the information was useful in terms of breaking down the placement options and the importance of them. If you’re looking for Facebook Advertising services Chris London Online creates, manages and optimises Facebook Ad Campaigns for a wide range of businesses. So, if you want to get better results on Facebook and want a company take to work load off your hands, we can do that for you! 

 

 

Get in touch to discuss your specific requirements and see how we can help you grow your social media presence 

 

Tel: 07963216248 

Email: chris@chrislondononline.co.uk 

 

Or join our online Facebook for Business Course by clicking here