For small to medium-sized businesses seeking to broaden their audience and scale their business profitably Meta ad placements are a crucial tool.
In this post, we will cover where ad placements sit within your Facebook campaign building process. Then dive into the various ad placements that are available through Meta.
What Are Meta Ad Placements?
Meta placements refer to the various "placements" your Facebook ad can show up, such as feeds, search engines, and various apps and sites. More details on these are below.
Where To Find Meta Ad Placements
You can find your Meta ad placements within your Facebook ad set in the Facebook Ads Manager.
Broadly speaking Facebook ad placements are at the bottom of the decision-making tree.
Advantage+ Placements Vs Manual Placements
First, decide if you want to choose your placements by choosing between Advantage+ and manual.
Advantage+ is an Intelligent Ad Network operated by Facebook. It's a great way to reach more people, allowing you to show up in different places such as your audience's newsfeeds and on third-party websites or apps without having to manually select each one. This increases the reach of your advertisement, potentially increasing its performance.
Manual, is the traditional option that allows you to choose your placements.
For our purposes, I'm assuming you are choosing manual placements.
One reason you would choose manual is if you are seeing data that indicates a higher conversion rate or more visitors to your site from a certain platform or placement.
On the other hand, if this is your first time running Facebook ads or you don't know which platform or placements performs best Advantage+ might be for you.
If this is the case Facebook ad placements aren't something you need to worry about until your Facebook ads have launched.
Choose The Location Your Facebook Ads Will Be Displayed
Second, choose the platform.
Meta allows you to display your Facebook advertisements on their different platforms.
Currently, the four platforms where Meta ads can be "placed" include Facebook, Instagram, Messenger, and the Audience Network.
Depending on the campaign objective and Facebook ad you are creating. You may not be able to display your ads on all platforms or placements.
Choose Your Placements For Your Facebook Ads
Third, choose your ad placement(s).
Multiple placements can increase the number of people who view your advertisement and enhance its performance. The price of your Facebook advertisements does not go up if you add more ad placements.
More ad placements can enable Meta's delivery system to maximize your ad spend. This is because their algorithm will shift your ad budget from underperforming placements to ones that are hitting your campaign objective. More on campaign objectives here.
Facebook Ad Placements On Meta
The ad placements that are possible through Meta are:
Feeds:
Facebook Feed: When users access the Facebook website on their computers, your Facebook ads will show up in the desktop Feed. When consumers use the Facebook app on mobile devices or access the Facebook website through a mobile browser, your ads show up in the mobile Feed.
Instagram feed: When Instagram users use the Instagram app on mobile devices, your advertisements will show up in the mobile feed.
Facebook Marketplace: When someone browses Marketplace in the Facebook app or on the Marketplace main page, your ads will show.
Facebook video feeds: On Facebook Watch and Facebook Feed's video-only environments, your video advertisements play in-between native videos.
Facebook right column: Your advertisements are displayed in the right column on Facebook. Only those using computers to access Facebook see the right-column ads.
Facebook Business Explore: When someone taps on the header of a business post or makes a remark in the Facebook Feed app, your ad shows up in Facebook Business Explore.
Instagram Explore: When someone clicks on a picture or a video on Instagram Explore, your advertisements are displayed in the browsing experience.
Instagram Shop: People can view your ad while exploring the Instagram Shop tab.
Messenger inbox: Your ads are displayed in the Messenger Home tab inbox.
Stories And Reels:
Facebook Stories: Your advertisements are displayed in people's Facebook stories.
Instagram Stories: People's stories on Instagram may contain your advertisements.
Messenger Stories: Your advertisements are displayed in people's Messenger stories.
Instagram Reels: Your ads show up on Instagram's Reels tab.
Facebook Reels: Your ads display on Facebook's Reels tab.
In-stream ads for videos and reels:
Facebook in-stream videos: Your advertisements show up in videos on demand and in a particular selection of authorized partner live streams.
Ads on Facebook Reels: Reach viewers of Facebook Reels with a banner or video ad.
Search:
Facebook search results: Your advertisements are displayed next to pertinent Facebook and Marketplace search results in Facebook search results.
Messages:
Messenger sponsored messages: Your ads appear as messages to people who have an existing conversation with you in Messenger. Learn more about sponsored messages.
In-article:
Your advertisements are displayed within Facebook Instant Articles.
In-game:
In-game: Allows you to place your advertisements in video games on the Facebook Audience Network.
In-app:
In-app ads: Your ads are shown on Facebook Audience Network's mobile apps.
Remember that not all Meta placements are available for every ad type, and the available placements are determined by your ad type and campaign objectives.
Use The Correct Ad Placements To Maximize Your Facebook Ad Spend And Scale Your Business
With a variety of options available, such as on social media, search engines, and mobile apps, Meta ad placements are an effective way for businesses to tailor their ad campaigns to meet their needs.
Facebook provides a range of targeting choices within your ad set to help you maximize the return from your Facebook campaigns. These include geography, age, and interests, enabling companies to target particular populations. For more info about setting up your first Facebook campaign, you can read our post.
If you are looking for Facebook Ads Manager to manage your next Facebook campaign, who has managed everything from a couple hundred dollars a month to hundreds of thousands in ad spend, book a call.
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