Which Facebook Ads Placement Delivers the Best Results?

Key Takeaways

hi guys it's been Heath Romney group and in this video I'm going to quickly talk about Facebook ad placements is something I got asked about quite a lot is which placement should I use which placements produce the best result so I'm gonna go through and the options here I've brought up an example campaign of ours and gone into one of the ad set so that's where you adjust your placements is within a campaign and then one of your ad sets that's where obviously your ad set is all to do with targeting and delivery and placements as obviously part of that now facebook recommends that you use automatic placements and I would now agree with that in certain circumstances so it really depends on what campaign objective you're using if you're using a campaign objective like conversions or lead generation then it's absolutely fine to use automatic placements because Facebook is only gonna serve your ads on placements that help you get those results so if you're optimizing for leads or perch's or something like that and there's actually find you to a better place since that we've got hit this is a conversions objective campaign that you're seeing right now we're optimizing for the lead if I scroll up here you will see there we go the lead event if I scroll back down and so we can go ahead and do this now if you're using a different campaign objective something like traffic you probably don't in fact and you definitely don't want to use automatic placements you want to instead click edit placements now with the traffic objective Facebook is going to try and get you as many clicks as possible within your your budget the way they can do that very effectively is to serve your ads on placements that don't perhaps perform very well but get lots of cheap clicks like instant articles for example so what you'll often find if you run a traffic campaign and you have automatic placements selected is you'll be getting very very lots of very cheap clicks you think it's fantastic you have a look at the breakdown of the data and you see that they're all coming from sort of instant articles audience Network and some of the worst performing placements now the issue with that is if once people get your website you want them to consume your content or take specific actions they're less likely to do so so if you're using an objective where you're ultimately not optimizing on Facebook for purchases leads something like that then I recommend getting a little bit more selective with your placement options so what I would usually do with a traffic campaign or something like that could reach campaign something like that is turn everything off except for feeds on Facebook feeds on Instagram and depending on the business being a bit slow sometimes leave messenger live there's not much aunt delivery in messenger yet so it probably doesn't make a huge amount either way most of the time I leave that off but that's something sometimes I will go ahead and use that depending on the business welcome but the two areas I will start on is feeds Instagram and Facebook once you've proven that you know a campaigns working if using the traffic object something like that if a campaign is working well you may want to look to add other placements on make sure you go into your breakdown data and see which ones are actually delivering results and which ones aren't because you want to exclude those and but this is where I start and what you'll find is that you know when you run let's say a conversions objective campaign where you can go ahead and use automatic placements and Facebook only selects only serves your ads on the placements that perform really well is you'll find that probably 95% plus of your impressions come from the Facebook newsfeed and the Instagram news feed it really depends on business you might have 95% in Facebook 5% in Instagram you might have the other way around it really depends on the business Instagram businesses tend to be you know fashion based and stuff like that that work really well most others tend to work better on Facebook so that's why we know that these are better quality placements in terms of getting people to take action and convert this web who will spend the most time on Facebook so when you're not using conversion objective and Facebook isn't going to do this for you then you want to go ahead and select these options so hopefully that's been useful if it has please give the video a thumbs up and subscribe to the channel one thing I quickly want to mention before you go is my five-part facebook ad template which some you can download right now for free we've put together of ads from a number of different clients that performed really well we've broken each ad down into their component parts explain why we've included those bits how you know how it's performed and all that sort of stuff you should find it really really useful so if you want to download that you can click on the link in the video description that'll take you to a page on our website and you can you can download there for free so hope it's been useful thanks a lot guys I told you soon bye bye