Location, location, location! This doesn’t just apply to buying a home or going on vacation. Ad placement is an important part of creating a successful digital marketing campaign, and Facebook ads placement are no exception.
You may hear many arguments for why one Facebook ads placement is better than another. However, you don’t want to rely on a single placement area for all of your ads as you might miss out on the opportunity to reach someone who is interested. On the other hand, you also don’t want to stretch your Facebook ad budget too thin. Trying to use each placement option just for the sake of being everywhere at once is not appropriate either, as focusing quality over quantity is one of the best ways to get maximum Facebook ad results.
In this brief guide, we will discuss the different Facebook ads placements that are available to you as well as which Facebook ads placement supports each type of ad. Then, we’ll delve a little deeper into which types of ads and ad placements work best for your campaign goals.
Facebook Ads Placement
You will get the option to choose where you’d like your ads to appear when you create your ads in Facebook Power Editor or using ad creation. At this time, you are able to select multiple ad placements for one ad. Keep in mind that each ad placement has different image and text specifications that you will need to meet in order to run your ad on Facebook. That is why you should consider where you will place the ad before you begin to plan design for both visuals and copy.
Here’s a quick breakdown of each Facebook ad placement option and ad objectives that support each ad type:
Desktop News Feed
With the desktop news feed placement, your ads will appear on the desktop news feed right alongside posts from the user’s friends and family. This is a good option for those who want to reach desktop users.
Ad Types that support this placement: Clicks to Website, Desktop App Engagement, Desktop App Installs, Event Responses, Local Awareness, Page Likes, Page Post Engagement, Offer Claims, Video Views, and Website Conversions
Mobile News Feed
This option allows you to show ads in the news feed to those who are using the Facebook app on their mobile devices, such as smartphones and tablets. It also shows your ads to Facebook users who are visiting the site through a mobile browser.
Ad Types that support this placement: Clicks to Website, Event Responses, Local Awareness, Mobile App Engagement, Mobile App Installs, Offer Claims, Page Likes, Page Post Engagement, and Video Views.
Facebook Right-Hand Column
Much like the name denotes, this options allows you to place ads that will appear on the right column of Facebook. This is only available for desktop users.
Ad Types that support this placement: Clicks to Website, Desktop App Engagement, Desktop App Installs, Event Responses, Offer Claims, Page Likes, Page Post Engagement, and Website Conversions.
Facebook Audience Network
The Facebook Audience Network is a network of mobile apps and websites that Facebook has approved to show ads. This option allows you to put your ads in front of people who are on mobile devices when they’re using apps or browsing the web.
Ad Types that support this placement: Clicks to Website, Mobile App Engagement, Mobile App Install, Product Catalog Sales, and Website Conversions. You can also run video ads by choosing Clicks to Website, Mobile App Engagement, Mobile App Installs, or Website Conversions.
If you want to place ads on Instagram, you’ll choose this ad type. This will put your ads in front of people using the app on an iOS or Android device. This is a great option for companies who are trying to reach a target market that spends a lot of time on Instagram.
Ad Types that support this placement: Clicks to Website, Mobile App Engagement, Mobile App Installs, Page Post Engagement, Video Views, and Website Conversions.
Placing Ads Based on Campaign Goals
It is important to use a combination of these placements when developing a strategy for your next Facebook ad campaign. Before choosing a Facebook ads placement, consider your campaign goals. Are you trying to drive users to your website? Do you want them to make a purchase? Use these goals as a starting point for choosing ad placement:
- Promoting products – Carousel ads are a great way for ecommerce brands to promote multiple products while driving traffic back to the site links so that users can make a purchase. This ad type is only available in desktop and mobile news feeds, and the content looks much different than other placements so you’ll have to plan accordingly.
- Increasing traffic to your website – Multiple ad placements can be effective for driving traffic to your website. However, consider your current mobile user experience before creating mobile ads. If you don’t have a responsive site design or you haven’t had a chance to work on making the mobile purchasing process user-friendly, avoid sending users to your website from mobile ads.
- Driving app downloads – If you are promoting your mobile app, it only makes sense that you would advertise this on Facebook’s mobile news feed. This is the easiest way for customers to go from your ad to the app download page and instantly download and start using your app.
- Maximum exposure – If you have created a campaign aimed at getting the maximum amount of exposure for your brand or a certain product, you might consider using all ad placement types to reach as many people as possible.
If you are not getting the ROI you’d like from your Facebook ad campaigns, it could be because you are not strategically placing your ads in the area where they will most likely be seen and acted on. The only way to find the perfect combination of content and placements is by measuring the effectiveness of your Facebook ads, testing different combinations of copy and placement, and then making strategic decisions for future ads based on what you find out.
Which ad type and placement combinations have you found to be most successful?