Let’s face it: our Facebook Ads agency can target almost any segment imaginable via Facebook.
On top of that, the social media giant has done a fantastic job of expanding where your ads are shown. Over the past few years, the company has invested great effort in its advertising arms race against Google, resulting in the expansion of ad placements.
Depending on your campaign objective, you can choose between several locations. It’s advisable to opt for as many locations as possible to help Facebook’s algorithm achieve better results at the lowest possible cost. It’s also important to note that you may need different creative sizes/formats to deliver your ads to these locations.
Feed and right-hand column
The News Feed and the right-hand column are the most basic locations. If you choose the News Feed, your ad will be shown between the feeds of your target audience. The right-hand column, on the other hand, is less favored due to its location on the far right of the interface. So this placement isn’t ideal for natural engagement, not to mention the fact that most Facebook users know these are ads.
By exploiting only these two locations, you can reduce your potential audience, limit traffic and conversions, and more than likely your costs will be higher.
Instant articles
Instant Articles allow publishers to quickly create articles within the Facebook interface. Instant Articles tend to make the distinction between Facebook and Audience Network simply because you’ll never know where your ads are running. Instant Articles can be a very good source of traffic, depending on the campaign.
Facebook In-stream videos
In-stream videos and suggested videos are most commonly used in video campaigns to deliver 5- to 15-second video ads to users watching videos on Facebook. Similar to Instant Articles, this placement is a very good source of traffic if used effectively, i.e. in compliance with video best practices.
Given that Facebook currently encourages video ads, performance will be considerably improved by adding these locations.
Audience Network
Audience Network, like Google’s display network, displays your ads on third-party applications and websites. You can use native, banner, interstitial, InStream and video placements.
This placement tends to generate high traffic at low cost. It’s important to note that the quality of traffic / leads can be poor, so performance should be closely monitored.
If you decide to go with Instagram, there are only two placement options, News Feed and Stories (also available on Messenger and Facebook). News Feed is similar to Facebook Feed, except that you’ll reach a different demographic than Facebook. Stories, on the other hand, are ads that display for a few seconds or until a user swipes, and should be used as a way of engaging your audience.
If you decide to launch campaigns via Instagram, it’s because your audience leans more towards a younger demographic.
Messenger
With the home location, your ad will be shown to users of the Messenger application on the home screen. With sponsored messages, you can reconnect with users who have already conversed with you using the application. To select this location, you’ll need to create a separate campaign with the message objective.
Facebook is an excellent network to help increase brand recognition and engagement. With the ability to choose between multiple locations, you can better control where your ads are shown and improve the performance of your campaigns.
And to take the Meta world a step further, find out how to set up Advantage+ campaigns.
