Previously in our Facebook Ads 101 series, we took a look at Facebook Audience Insights. This week, we will be talking about Facebook Placements. Facebook is continually adding new ways for ads to get to the consumer. Currently, the placements are broken up into four platforms: Facebook, Instagram, Audience Network, and Messenger.
Each platform has multiple different placements to show your ad. The Facebook algorithm will use whatever platforms and placements you have enabled to optimize the lowest cost for you. Knowing what the system is optimizing to is an excellent feature because you know that your ad will always be competitive in the auction.
As you will notice in the screenshot above, you will be able to select what devices you would like to serve: All Devices (Recommended), Mobile Only, or Desktop Only. The small screen on the right-hand side will show you a preview of where the ad will show up (hover over the placement on the left-hand side of the screen).
Newsfeed (Feeds), Right Column, and In-Stream Videos are all in the Facebook Platform and keep you in the app.
Instant Articles and Suggested Videos show up after someone has clicked on something in their feed. Your ad will then appear while they are reading the article, or after the consumer starts scrolling after they watch a different video.
Marketplace placements are when someone is looking to purchase something.
Instagram only has two placements so far; they are Feed (while someone is scrolling) or Stories (while someone is watching different stories). The main difference is how much of the screen the ad will take up. Also, for stories to be eligible, the ad has to be a video.
Native, Banner, and Interstitial placements are the only placements for images in the Audience Network. These ads will show up while the consumer is not in the Facebook platform.
In-Stream Videos and Rewarded Videos (someone watches a video in a game and gets a “prize” for watching) are only available to videos, and they are not on the Facebook platform.
Messenger also only has two options; they are Home and Sponsored Messages. The main difference in the two placements is that you can just run Sponsored Messages to the people who have already contacted your business via Messenger.
Using the different placements can be a great way to lower CPC’s. You should not fully trust the system if you are trying to get a specific conversion or if you have another metric that you are using to judge the campaign. If one placement is doing exceptionally well, do not be afraid of breaking that placement out and creating a specific campaign that you can have a little more control over. Breaking out campaigns into placements is also a good idea when you have different images or copy to speak to particular audiences.
We have reached the end of our Facebook 101 Series. I hope that you have learned something useful about how to start your own Facebook campaigns.
Written by: James Willingham, Paid Media Analyst, Social Media planning and implementation.