Choosing the appropriate ad display location determines the success of Facebook Ads campaigns. The ad position is where the ad is displayed and it depends on the method you choose. If you want your advertising to reach the most target customers, you need to know how to choose ad placement on Facebook. Optimal Agency experts will give suggestions to help you choose the right display location for your advertising and achieve your business goals in the article below.
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What is Facebook ad placement?
These are the display locations on Facebook where you can run ads. Depending on the objective you choose when creating your campaign, ads can appear on Facebook, Messenger, Instagram, and Meta Audience Network.
Where your ad will appear depends on how you choose your Facebook ad placement in your ad settings. Not all ad placements support ads.
Multiple placements will help your ads reach more people and improve campaign performance. If you choose multiple advertising positions, advertising costs will not increase.
Popular Facebook ad placements
Currently, Facebook Ads Manager offers many locations to display ads. However, for locations that help your Facebook Ads campaign achieve the best results, please refer to the following content:
Facebook News Feed
Your ad will show on desktop and mobile news feeds, including to people who don’t use the Facebook app but visit via a web browser. This ad display location is used by many businesses when implementing Facebook Ads campaigns because it brings the best results. However, if you choose this advertising position, costs will increase due to the number of ad impressions.
Instagram Feed
With this method of choosing ad placement on Facebook, the ad will appear when users surf the news feed on Instagram. According to statistics from Statistic, Instagram is a social networking platform with more than 1 billion monthly users. That is why Instagram becomes the 2nd most effective advertising location if the target audience regularly uses this social network.
Facebook Market
If you select this ad placement, the ad will display on the Marketplace home page or users surfing the Marketplace Newsfeed on the Facebook app. However, to choose advertising positions, you need to combine them with Facebook News Feed.
Marketplace is a new platform on Facebook that will be suitable for e-commerce or retail businesses with a primarily local target, mainly selling medium and low-cost products.
Facebook video feed
Video is considered one of the types of content that is considered effective in attracting high engagement at a relatively low cost. To use this position, the content you need is video and will be displayed on Facebook Watch. With Facebook’s development and investment in the Facebook Watch platform, this is a potential and effective position that you need to consider.
Right column on Facebook
This ad placement will be used because it only displays on computers, especially in the right column near the Newsfeed. This display area will be suitable for conducting remarketing campaigns to target important audiences. If your advertising goal is to increase brand awareness, consider this placement carefully. Because if you choose this location, it will affect the performance of the campaign.
Explore Instagram
This is a special ad placement on Instagram so your business can reach users while they are enjoying the content on Instagram’s Explore Tab. Because this tab is designed to display content suitable for each user. Viewers tend to spend a lot of time exploring the content on this Tab. If your business runs ads in this location, it can reach target customers more effectively.
Messenger mailbox
Messenger is a private space and users usually only access it for texting. Choosing ad positions on Facebook can sometimes cause discomfort and negative feelings to viewers. At the same time, the scope of advertising display in this position is also limited and you should consider that.
Facebook Instant Articles
This advertising position has quite familiar characteristics and resembles ads that often appear on websites. At that time, Facebook will display advertising content as soon as the user reads news or an article. If you choose this ad position, it may disrupt the viewer’s experience. However, this is a suitable location for remarketing campaigns for websites.
Facebook In-stream Videos
Currently, users often redirect to video clip platforms instead of reading articles or viewing regular images. Facebook has launched new features like Watch and IGTV to compete with YouTube. Video ads across positions: beginning, middle, or end of video on Facebook and Audience Network are being optimized. The duration of the promotional video will be from 5 – 15 seconds. Businesses need to create bright and interesting content to attract viewers’ attention.
Apps and Sites / Facebook Audience Network
With advertising placement, ads will not appear directly on Facebook but on partner applications and websites through Audience Network. In this position, you will have 3 choices including:
Native, banner, and interstitial ads on Audience Network.
In videos with rewards, ads will appear in the form of videos that viewers can watch to receive rewards in the app (money, game items,…).
In-stream videos are similar to in-stream video placement on Facebook. The promotional video will show up in the user’s timeline.
The cost to display ads in these locations will be lower than other options. However, the conversion rate is not satisfactory.
Facebook Stories
Stories are one of the growing and strongly used features on social platforms. Most users often spend most of their time following stories from friends, Idols, etc. If your business advertises on this location, it will increase your chances of connecting with your target audience in a meaningful way.
Sponsored messages on Messenger
When choosing this ad position, the ad will be delivered directly to the customer’s inbox if they have previously interacted with and messaged your business. If you choose this advertising position, the business needs to prepare an attractive advertising message and attract the target audience when starting the campaign.
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Detailed instructions on how to choose Facebook ad placements
Regarding how to set ad positions, you have 2 choices: Advantage+ ad positions (automatic ad positions) and Edit ad positions (Manual positions).
Facebook encourages you to choose Advantage+ advertising placement for your ads. Because Facebook’s distribution system can make the most of your budget to increase the exposure of your ads. When you select this placement, people can see your ad appear in placements that are compatible with your Facebook, Instagram, Audience Network, and Messenger settings. The more locations your ad appears in, the more likely it is that your target audience will see it.
As for Manual Ad Placement, advertisers can choose the ad position they want. Usually, people with a lot of experience will choose this advertising position. Depending on each advertising position, advertisers need to design the most suitable advertising images and videos. With manual ad placement, Facebook News Feed (NewsFeed) is the most chosen location with many ad impressions but the highest cost.
On the other hand, you should use the new locations that Facebook has just updated because Facebook often prioritizes displaying ads in new locations such as Reels.
Regarding how to choose ad positions on Facebook, in the first advertising campaigns, you should choose automatic ad placement. After 2 – 3 days, you check the detailed data to see which positions bring the best results. You can then switch to manually selecting ad locations for your Facebook Ads campaign in the most effective locations.
For details on how to manually select ad placements, access Ads Manager and select +Create to create a new campaign, then select a goal for the advertising campaign and select Continue. Next, select Ad Placement, and prioritize choosing Advantage+ Ad Placement first. Next, select Manual ad placements to exclude some ad placements. Uncheck the box next to each ad placement to remove it.
Then click the Device drop-down menu to limit your ad placement to Mobile or Desktop. You can also turn off Placements by unchecking the box next to Facebook, Messenger, Instagram, or Audience Network.
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Things to note when choosing advertising positions
Not only do you need to understand how to choose the right Facebook ad position, but you also need to pay attention to the following issues to help your advertising campaign achieve the highest efficiency:
Choose a location that matches your advertising goals
Depending on each goal, choose the appropriate ad display location. If your goal is to increase video views. You should use ad placements on Facebook, Instagram, and video feeds. If the goal you want to achieve is to increase conversion rates, choose Advantage+ advertising placement.
Continuously test positions
Each target audience group or advertising product will be suitable for different advertising positions. To get accurate results, continuously test many ad positions. In your first campaigns, use automatic ad placements and track detailed metrics to determine which placements deliver the best results.
Edit ad formats for each placement
Each ad position will require different formats and you need to know the optimal way to make your ad more attractive and prominent. By editing the ad format to suit each location. For example, with the Stories & Reels ad format, choosing a vertical video with a ratio of 9:16 is the best choice. Be careful to leave 14% of the video size empty so Facebook can display the call-to-action button.
Prioritize mobile device locations
Most users often access Facebook using mobile phones, so when running ads on Facebook, the location on the computer will be removed. However, you can still try running ads on your computer and use detailed data to evaluate effectiveness.
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You already know how to choose Facebook ad placements. With detailed instructions, you can deploy successful Facebook Ads campaigns and achieve the highest efficiency!
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Frequently asked questions
Most advertisers will choose automatic placements or Advantage+ placements instead of manual placements. This will help Facebook ad campaigns achieve optimal results in the widest range and all default ad positions. Furthermore, if you duplicate a campaign, any new ad placements will automatically become available for the copied ad, making it cost-effective.
However, if you choose a low bid strategy for each ad position, consider manual ad positions to establish positions and proactively optimize each position.
In case you want to exclude a specific advertising position according to your business’s promotional strategy, you should select the advertising position manually. When you choose to edit the ad location, you can freely choose the location you want your Facebook ad to display.
