All the Facebook Ad Placements You Need to Know (+ How to ...

Right Column ads are displayed in the column on the right side of the screen to Facebook users browsing on their computers. Youarehere:Home/Blog/AlltheFacebookAdPlacementsYouNeedtoKnow(+HowtoChoosetheBestOne)Academy FacebookTwitterLinkedInPinterestWhileFacebookdoesofferautomaticplacements,manuallyselectingFacebookadplacementoptionscanbeagoodwaytonarrowdownyourtargetingandgetthemostoutofyouradspend. Inthispost,we’regoingthroughtheprosandconsofalltheFacebookadplacements,aswellashowtochoosetherightone. Let’sgetstarted! WhatisaFacebookadplacement?Andwhydoesitmatter? IfyouadvertiseonFacebook,you’renostrangertotheplatform’sseveraladsettingsandoptions.Facebookadvertiserscancustomizetheiradsateverystepofthesetupprocess,fromchoosingthead’sgoalallthewaytodecidingwheretheadwillbeshown. OnFacebook,adplacementsarethedifferentplaceswhereyouradcanbedisplayed.Thereare15+totaladplacementsacrossthefollowingplatforms:Facebook,Instagram,AudienceNetwork,andMessenger. Youchooseyourplacementsattheadsetlevelofyourcampaign.Yourcampaignobjectivewilldictatewhichadplacementsyoucanuse. Adplacementsaregroupedbasedonhowusersexperiencethem.Herearethedifferentplacementcategories: Feeds Stories In-Stream Search Messages In-Article Apps TherightFacebookadplacementscanhelpyoutargetspecificsegmentsofyouraudience.Bystudyingwhichadplacementsyieldthebestresults(andwhichdon’t)foryourcampaigntypes,youcanoptimizeyouradspendandputyourmoneywhereitcounts. Forexample,youmightfindthatAudienceNetworkclicksseemaccidentalandleadtoahighbouncerate.Forbetterresults,youcandeselecttheAudienceNetworkaltogethermovingforward. CanyoucontrolyourFacebookadplacement? Yes,youcancontrolyourFacebookadplacement.Facebookgivesyoutheoptiontochooseplacementsforyourads.Here’showtodoit: GotoAdsManager ChooseyourobjectiveandclickContinue.Youradplacementoptionswilldifferbasedontheobjectiveyouchoose. Next,gotothePlacementssection.AutomaticPlacementswillbeselectedbydefault.Tochooseyourownplacements,selectManualPlacements,thencheckwhichplacementsyouwanttoincludeandunchecktheonesyouwanttoexclude.TolimityourplacementstoMobileorDesktop,selecttherightoptionintheDevicesdropdownmenu. EverytypeofFacebookadplacementyouneedtoknow Feeds FacebookNewsFeed FacebookNewsFeedadsappearinthedesktopfeedand/orthemobilefeed.Youhavetheoptiontodictatewhetheryouradsgotodesktop,mobileorboth. Pros:Feedadshaveahigherclick-throughrateandlowercost-per-conversionthanrightcolumnads,andthey’rebetterforenticingpeoplewhoarenotyetfamiliarwithyourbrandorcompany. Cons:Desktopuserstendtofollowthroughwithconversionsmoreoftenthanmobileusers,butthecostperconversion(CPCs)tendstobelowerformobileNewsFeedadsthandesktopads. Here’sanexampleofaFacebookNewsFeedadinaction.ImperfectFoodsshowsoffvariousproductbundlesinacarouselontheNewsFeed,includingaspecialofferintheirpostcopy. InstagramFeed Instagramfeedpostsaremobile-onlyadsthatappearasstandardInstagrampoststopeoplebrowsingtheirfeeds. Pros:Instagramfeedadsprovideanon-intrusivewaytoreachyourtargetaudiencebecausetheadslooklikenormalInstagramposts.TheyshowupinfeedsoftargetedaudiencesegmentsandincludeacustomizableCTAbutton.Theseplacementsalsoprovidethebestresultsintermsofcost,ROIandengagement—brands’averageengagementratesare10XhigheronInstagramthanonFacebook. Cons:Instagram’sfeedoffersfeweradvancedadfeaturesthanFacebook. FacebookVideoFeeds Withthisplacement,yourvideoadsappearbetweenorganicvideosonFacebookWatchandFacebookNewsFeed. Pros:Videoisagreatformatforshowingoffyourproduct.Whenyouplaceyourvideobetweenorganicvideos,you’reshowingittouserswhoarealreadyinthemoodtowatchvideosandprobablyhavetheirsoundon. Cons:Lowerviewershipratesthanin-streamvideos. FacebookMarketplace MarketplaceadsshowupwhenusersbrowseMarketplaceorviewtheMarketplacehomepage. Pros:Thisplacementtargetsuserswithpurchaseintentratherthanthosewhojusthaveageneralinterestinaproductorservice.MarketplaceplacementsaremoreaffordablethanGoogleads,whichcanbeusedforthesamepurpose.Mostmarketplaceproductsareboughtandsoldlocally,sothisisanidealadplacementforlocalservicesandbrick-and-mortarbusinesses. Cons:FacebookMarketplacedoesn’tyieldasmanyinterestedusersasmoreestablishedrivalslikeAmazonandeBay,whichmeansfewerimpressions. ThisiswhatadslooklikeintheFacebookMarketplaceplacement: FacebookRightColumn RightColumnadsaredisplayedinthecolumnontherightsideofthescreentoFacebookusersbrowsingontheircomputers. Pros:WhenusedintandemwithNewsFeedads,RightColumnadsgetuptothreetimesmoreengagement.Ifyouaren’tlookingtoconvertpeoplewhocomeintocontactwithyourbrandforthefirsttime,RightColumnadscanbeacost-effectivemethodofreachinganaudienceandcanbeusedforretargetingpurposes. Cons:Asaresultoftheplatform’sdesignchanges,peopleseefewerRightColumnadsthanNewsFeedads.TheRightColumnadplacementssizesaresmaller,theydon’tstandoutasmuch,andtheydon’tincludeCTAbuttons.Additionally,RightColumnadsaremoreexpensivethanNewsFeedads.Ingeneral,RightColumnadsconvertatlowerrates. ThisiswhatRightColumnadslooklikeinaction: InstagramExplore WhensomeoneclicksonapostontheInstagramExplorepage,they’reshownsimilarposts.Whenyouselectthisplacementforyourad,itwillbeshownasoneofthesesimilarposts. Pros:Morethan50%ofInstagramaccountsuseExploretodiscoverbrandseverymonth. Cons:YoucanonlyselectthisplacementalongwiththeInstagramFeedplacement. Here’sanexampleofanInstagramExploreadplacement: MessengerInbox Whenauserclickstheadintheirinbox,theyseeadetailedviewwithadesignatedCTAbuttonwithinMessenger. Pros:MessengerInboxadslooklikemessages.Youcantargetthemtowarduserswhohaveexistingconversationswithandarealreadyinterestedinyourbrand.Theyalsogiveyoutheabilitytosendpromotionalmessagesanytime,evenbeyondtheusual24-hourwindowafterauserhasengagedwithyourchatbot. MessengerInboxadplacementslooklikethis: Stories FacebookStories Thisoptionplacesyouradsinbetweenpeople’sStoriesonFacebook. Pros:Thisplacementresultsinhighearlyengagementratesandisanexcellentwaytoboostbrandawareness. Cons:Videosmustbelessthan15seconds. Here’sanexampleofaFacebookStoriesplacementusedtoshowoffarestaurant’skid’smenu: InstagramStories TheInstagramStoriesadplacementpopsupbetweenuserStories. Pros:StoriesareanespeciallyeffectivewaytoretargetpeoplewhohavealreadylikedyouonFacebook,takingadvantageoftheirexistinginterestwithhighlyrelevantmessagingandmultipleoptionsforCTAbuttons. Cons:CPCstendtobehigherforInstagramStoriesthanotherplacements,whileCTRstrendlower. Here’showthesefullscreen,verticaladslookinaction: MessengerStories Thisfull-screenverticaladappearsinbetweenpeople’sMessengerstories. Pros:Thisplacementoffersanimmersiveformatwiththeoptiontoaddcreativeelements.Messengerplaysvideosthatare15secondsorlessfortheirfullduration. Cons:Notavailableasastandaloneplacement.Tousethisplacement,youhavetoselectInstagramStoriesorFacebookFeedtoo. AdsusingtheMessengerStoriesplacementappearlikethis: FacebookIn-StreamVideos FacebookIn-streamvideoadsappearinVideoonDemandandaselectgroupofapprovedpartnerlivestreams.Theseadsaremobile-onlyandrunwithinorbetweenregularvideos. Pros:Over70%oftheseplacementsareviewedtocompletion.Theplatformalsosaysin-streamvideoshave10%moreincrementalreachthanmobileNewsFeedalone.Theyalsoofferalowercostperimpressionandarebest(thoughataslightlyhigherbudget)forenticingpeoplewhohaven’tyetheardofyourbrand. Cons:Generallylowconversionratesandsmallinventorycomparedwithotherplacements. Here’swhatin-streamvideoslooklikeinaction: FacebookSearchResults ThisplacementputsyouradnexttorelevantFacebooksearchresults,includingthoseinMarketplace. Pros:Theseadscanbevideos,photos,collections,orcarousels.BecausetheyshowuponFacebooksearchresultsandMarketplacepages,they’revisibletouserswhoalreadyhavesomeinterestinwhatyou’readvertising. Cons:ThisplacementisonlyavailableontheFacebookmobileapp.It’salsonotanindependentplacement–youhavetorunaFacebookNewsFeedadtousethisone. Toseethisadplacementinaction,wesearchedtheterm“shoes”andgotthisJustFabadinourresults: FacebookInstantArticles TheseplacementsappearwithinInstantArticlesintheFacebookmobileapp. Pros:InstantArticlesarepresentedinalarge,mobile-onlyformat(essentiallyanentirewebpage)featuringfast-loadingarticleswithimagesandvideo.TheseplacementsdisplaydirectlyinmobileNewsFeeds,allowingcontenttobeshownwithouttakinguserstoanexternalwebsiteorapp.They’realsolessexpensivethanotherplacements.AdsdisplayedinInstantArticlesload10timesfasterthanregularwebads,givingmarketerstheopportunitytoearnmorefromimpressionsandclicks.TheyalsoallowmedialikeYouTubevideos,tweets,andimagestobeembeddedwhileprovidinganimmersivefull-screenexperiencethatgivesuserstheoptionofengagingwithlikes,comments,andotheremotionsallowedwithstandardFacebookposts. Cons:Conversionratesarelowerthanotherplacements. Here’sanexampleofthisadplacementinaction: Apps AudienceNetworkNative,Banner,andInterstitial Native,bannerandinterstitialadsaremobile-onlystandardplacementadsthatrunonsitesoutsideFacebook’splatform. Pros:TheseadsgiveyoutheabilitytoseriouslyamplifyyourreachbeyondFacebook,allowingyourbrandtoconnectwithaudiencesthroughadswithpremiumpublishersonmobileapps,websites,InstantArticles,andvideos.Theseplacementsofferalowcostperclick(CPC),costperlead(CPL),andcostperthousandimpressions(CPM)relativetootherplacements.Theyalsohelpyoureachupto16%morepeoplethanonFacebookorInstagramalone. Cons:Conversionratesarelowerduetodrivingunqualifiedtraffic,whichleadstohigherCPAs. AudienceNetworkRewardedVideos Thisplacementshowsyouradsasvideosuserswatchinexchangeforarewardinanapp. Pros:Therewardincentivizesviewers.Thesevideoshavethebestin-gameadformatwithhighcompletionrates.They’realsoconsiderednon-intrusivebecausetheyareopt-inonly. Cons:Theseadstypicallyyieldloweruserengagement,low-qualitytraffic,andlowerlifetimevalue. Thisishowtheycanlookin-app: WrappinguponFacebookadplacements WhenitcomestoFacebookadoptimization,alotofmovingpartsgointomakingadseffective.Theseincludetargeting,copy,visuals,andplacement. BecauseFacebookoffersautomatictargeting,Facebookadplacementsareoftenskippedintheadsetupprocess.Butwhileautomaticplacementsworkwell,notchoosingyourownFacebookplacementsispassingonanopportunityforbettertargeting. NowthatyouknowtheinsandoutsofFacebookadsplacements,youcantakeadvantagebyoptimizingyourFacebookadplacementstogetthemostoutofyouradspend. 86SharesFacebook0Twitter25LinkedIn21Pinterest3Youmayalsolikereading: HowtoWriteEngagingInstagramCaptions(63Examples)TopFacebookUpdatesYouCan'tMiss(November2021Edition)HowtoUseInstagramVideoAdstoGrowYourBusinessin2022HowtoGetMoreFollowersonInstagram:20EasyTips Comments ThanksanimalzforsharingthishandyguidewhichhasansweredquestionsrelatedtotheFacebookadplacement.WeallknowthathowSocialmediamarketingisimportantandwiththearrivalofmanagementtoolslikeHootsuite,ithasbecomeconvenientforustomanagechannels,growandengagefasterthanever. Ithinkmorethan70-80%ofsocialmediamarketingisdoneonFacebookandrestfromotherchannelsandthemainpartisFacebookadplacementwhichyouexplaineditnicely. Beforerunninganadwealsoneedtoensurethatthebusinessprofileisproperlysetandshowingwhatyourbusinessisdoingwouldbethebestbetforsuccessfuladcampaigns.Thiscanalsohelpinincreasingbrandawareness,loyalty,andgeneratingqualifiedleads.Thanksagainforsharingthispostandeducatingpeopleonthistopic. Amelia Reply IlikedthisinformativearticleonFacebookadplacements. Reply What’sthebestplacementifyou’retryingtoattractwebinarattendees? Reply Yourbestpostshaveyouexplainedthingsinyourpostverywell Reply Betterplacementmeansbetterconversions,definitelysomethingthatsocialmediamarketersneedtolookinto. Reply LeaveaReplyCancelreplyYouremailaddresswillnotbepublished.Requiredfieldsaremarked*CommentName* Email* Website Savemyname,email,andwebsiteinthisbrowserforthenexttimeIcomment. Δ TopResources Your6EasyStepstobecomeaFacebookAdsPro Beginner'sGuidetoFacebookAds FacebookAdsDOs&DON'Ts TheUltimateGuidetoFacebookCustomAudiences Discoverhowtosavetime&moneywithAdEspresso! Startyour14DayFreeTrialNow! JoinourWeeklyWebinarstogetstarted! PopularResources Don’tmissournextWebinar! HowtoGenerateHigh-QualityLeadswithFacebookAds JoinAdEspresso'sPaulFairbrotherLIVEonDecember9thtolearnhowtogeneratehigh-qualityleadswithFacebookAds. December9,10:00amPST Register now Startyourfreetrialnow! Learnmore Education FromtheBlog LinkedInAds:EverythingYouNeedtoKnowtoGetResults(SmartStrategiesIncluded) TopFacebookUpdatesYouCan’tMiss(November2021Edition) HowtoUseInstagramVideoAdstoGrowYourBusinessin2022 Followus Facebook Instagram Linkedin Twitter 86Shares Thissiteusescookiesandothertrackingtechnologiestoassistwithnavigation,monitorsiteusageandwebtraffic,assistwithourpromotionalandmarketingefforts,andcustomizeandimproveourservices,assetoutinourprivacypolicyOK