HOW TO CUSTOMIZE FACEBOOK ADS BY PLACEMENT

0:00hi guys is Ben Heath from lead guru and in this video I'm going to show you how to customize Facebook Ads by placement so when you run a Facebook ad campaign you'll often be advertising on multiple different placements now Facebook has depending on your campaign objective up to 14 different placements different locations within Facebook Instagram where your ads can be displayed now those locations are very different in how they look so for example Instagram stories is going to look an Instagram stories ad is going to look very different to an audience Network ad or a Facebook feed ad okay so sometimes it can be really good idea to

0:34go in and customize how your ads look and your creative for specific placements which you could do with the ad level and exactly what I'm going to show you how to do to make sure that wherever your ads are showing up they look great in the place that they're showing up and that's obviously going to help you get better performance from your Facebook ad campaigns and people are more like to convert etc etc okay so I'm in a demonstration of Facebook ad account here and so don't worry about all this sort of stuff here I'm gonna go into this what I've called personal trainer campaign and I just click on

1:03local area and go to the ad level it's called placeholder don't worry about any other details and I created that campaign in a previous video which is why it's called these details in here but the part that I am interested in and scroll down here is here we go select a placement to customize so you can see that we're using this image in the ad so I'll show you the preview on the right hand side we've got this mobile feed preview going on there and you can see all the various different options you know I can select what looks like a desktop preview I've got here what it

1:35looks like a marketplace and you can see that things are different not a huge amount between those three but if I then go to this which is Facebook marketing marketplace details page obviously there's different pages within marketplaces what this is what it looks like quite different or we got here that's marketplaces well that's my place as well and we've got the Instagram feed which is obviously gonna look different there's no primary text above it instead it's put below Instagram explore flee the Instagram explorer feed we've got stories so here we've got Facebook stories this is what our ad will look like on Facebook stories this is what it will look like on

2:13Instagram stories and then got an article so you can see that your ads gonna look different in different locations and for example in stories instead of your aunt just taking up that much of a screen you might want it to take up more of the screen so you my own to crop it differently okay then you want to click on select a placement to customize and Facebook of recently updated this so they've got placement groups as well as the single placement so you can go through each individual placement and adjust that accordingly and make sure it looks great or you can select groups of placements that look

2:46very similar so obviously we've already when we went through these examples the right side you can see that the two stories Facebook and Instagram stories have very similar formats and the fees have similar formats so it's easier really just to adjust the groups but you can go through and adjust each individual one if you want and this is all fairly new likewise all this stuff over here by the way guys this is a new this functionality has been around for a while but the the interface the display here is quite different actually think Facebook I've done a really good job at improving this and making it easier to

3:13use so if you're looking at this thinking what I can't see this in my ad account or this is something that I haven't seen before and don't worry it's all fairly new Facebook rolls things out to different ad accounts at different times so hopefully you would get this view fairly soon okay but to customize I just wanna go ahead and select less for example select the feeds and you can see that I've got here all these feed based add options here and I can customize the placement for all those placements in one go so you can see this part's just cut off with a little bit so I'm just

3:44gonna minimize that and you can see that we've got this is the image we've got in our example ad okay so this is advertising free personal training sessions this is the image we've got so I would want to leave this as this I'm perfectly happy with square but I could for example change you know I could change the the ad for example so I can instead you know I said this a demonstration account so don't worry about these images I could instead for these patients typically select this image I wouldn't but that's an example of what you can do okay so I could complete change the image and I could

4:12upload new images here instead of account images I could have a look at what's on my Facebook page Instagram account etc etc I could also crop the image so the original is sort of rectangular like that square is what's recommended them perfect square but if I wanted to I could go ahead and use this horizontal crop and it will look differently so we've got story selected there if I now select one of my feeds you can see that it's more sort of cut off and it's it's shorter I wouldn't want to do that I would be perfectly happy going with square that's what Facebook recommends and that looks

4:46pretty good on the feed it's gonna take up a lot more screen space that way okay error message there we go exactly sure why but there we go okay so there's some happy without the feeds stories is one of the ones where you do often want to change things so this is how it's going to look in both stories options Facebook Instagram stories you can see if I'm both selected you can have this Square view you're gonna have the start of the primary text beneath the image and you can have a sign up button there now I might want I might want to change the image we've

5:23already covered that I also might want to crop the ad now the what it normally looks do with stories is to crop it vertically now you can see that I can't do this and the warning message I'm getting here is this aspect ratio is disabled because the resulting image will be smaller than a certain amount so we need a large me to use a larger image here in order to be able to use it vertically but that's an option okay so let's go through this so let's change this image we need one that's gonna be at least quite a tall image I don't have an option there I must have some on my

5:52page okay this one will do obviously I wouldn't use this image this is just a demonstration purposes but I could select this image it's just taking a second to load up and which is obviously profile picture of me and now this image is large enough I could go ahead and use this vertically I can decide you know where my crops going to be and what something like that click Save and now you can see that obviously this is the feed so it still looks like the feed but in stories instead the ad is going to look like that so see the primary Texas and there be still got the image and you

6:28still got the the signup button again that's not an image I would use I would have demonstrates on this images on this image but it's not large enough because of course these images are larger they're taller you need to the actual file itself needs to be enough to to make that work okay but this is just demonstrating the process and of course you can just keep going down through the list so you could select instant articles you know you can crop this you could go to a more recommended crop a more horizontal crop you could change your image if you think you know what that one doesn't look very

6:58good move it up there no I need a different image for this placement and go through okay and what you'll see is that the image is the part that most people focus on and that's the part that I'd recommend that you focus on when you're customizing your ad placement options because if you've got what you think is winning copy what you think is a winning headline you don't want to test too many variables at once to make it too complicated but you will have seen you will you may have seen that if I go ahead where was I click select placement to customize you can you know

7:34add things in here so you can customize the copy the primary text for different placement options and you can do the same with the headline so this might come into play I would tend not to use this you know thinking oh okay people on you know this placement want this copy and people in this place with - copy the way I would tend to use this if I cancel that in your scene is that for example on Instagram when your Instagram feed there's no primary text in your headline isn't is invisible okay so that might mean that you it might be more important that you get that information right at

8:11the beginning of your copy in this section here so for example I occurred instead of doing the feeds I could go ahead and second scram feed and because there's no headline that might mean I want to add what I would otherwise have in the headline right at the top of my primary text so that that's displayed beneath the image right here okay different elements are gonna be displayed in different placement options you might want to customize accordingly does that make sense where is if I click on the feed we've got free personal training sessions as the headline of the ad on Instagram that's not visible now

8:43it just so happens that with this ad we've got free personal training session anyway right at the top of our primary text so that's absolutely fine we wouldn't need to in this case but that is an option if want to make sure that our Instagram you get your message across right at the top of the right at the top of the primary text because there is no headline and repeat that information so as I said image is the part that most people focus on when they're customizing Facebook Ads by placement but you can customize your primary text and you can customize your headlines by placement as well okay so

9:17that's basically it if you can go ahead and make these adjustments you're likely to see an improvement in performance one thing I will say is Facebook does a pretty good job of making your ads look decent anyway so if you forget to do this in launch campaign and you haven't set this up and you're thinking oh no you know my story's placement you know if I just get rid of that for example I didn't edit the ad for my story's placement if I just select that now well as you can see here it still looks fine it still looks pretty good so don't let this worry if you don't get

9:47to it but if you can do it it's a little extra little bonus credit can help improve your performance now if we want to go something on a quick dimension which is my Facebook Ads mastermind group which is my free Facebook group that you can join there will be a link in the video description and it's a fantastic community it's got over 10,000 members it's full of business owners marketers entrepreneurs Facebook ads agency owners that want to get better results from Facebook want to help each other out so people post questions they post ads for review and experts jump in and answer those questions help them out

10:18etcetera etcetera it's a fantastic community of strongly recommend you join if you want better results from from Facebook advertising and we'd love to have you there so go ahead click the link in video description after Joe and I'll approve the request and yeah we'd love to have you and if you enjoyed this video please give it a like please comment below to let me know if you've got any questions pop them in the comments below and of course subscribe to my channel for more Facebook advertising related content thanks a lot guys