# The Best Facebook Ad Placements To Use Channel: Ben Heath Video: https://www.youtube.com/watch?v=-UsmX2cHXPg Duration: 10 min Language: English Words: 2028 Transcript page: https://viewrankai.com/tools/youtube-transcript/-UsmX2cHXPg --- [0:00] hi guys it's ben heath from lead guru and in this video i'm going to explain the facebook and placement options which ones you want to use and when there's something i get asked about all the time so i wanted to create a video quickly covering it before i get into something very quickly asked hit that thumbs up button that really helps me out and of course subscribe to my youtube channel if you are new and haven't done so already i release facebook ads related content all the time okay so i've created a first i should say i've created a conversions campaign in my example ad account here and that's going [0:27] to be important i'll explain why later there are different placement options you want to use depending on your campaign objective and that's a critical factor so let's jump to the ad set level and scroll down to the placement section now obviously facebook recommends automatic placements um and they do that partly because it's going to help you as a facebook advertiser but also partly because it's going to help facebook as the advertising platform they want to have the maximum flexibility with their customers which is you and me the advertisers as to where they can put their ads because they have they might have more demand in certain locations [0:59] sometimes less in others so those of us that go with automatic placements they allow us to um you know to move things around and fill in the holes where they have this sort of ad inventory to sell okay doesn't always mean it's the best option for you so automatically before we get into the individual options when should you use it if you're running the conversions objective or a conversion based objective where you're optimizing for your end goal so examples of that other than the convergence objective would be things like um lead generation um would be things like app installs okay things where you can track what's [1:34] going to happen and you want facebook to optimize for that thing automatic license is fine because facebook's only going to put your ads across facebook instagram and the various other places where you are able and are generating conversions they're not for example gonna put loads of your ad impressions on the audience network if people who are sitting on the audience network aren't going on to convert so with a conversion based objective and i know that the campaign objectives are being updated very soon so you may have slightly different options but you'll be able to understand what it is i'm talking about if you have had that [2:06] change happen in your ad account the conversion based objectives automatic placements is fine in nearly all other scenarios i'm going to make some adjustments and manually select certain ones right so interesting here consider using automatic placements to reach more people let's get rid of that reaching more people yes that can be beneficial but it's not often the objective the objective is usually purchase lead um sign up to my email list watch this video whatever happens to be okay manual placement so before you go into place in options there are four platforms there's facebook instagram which everyone knows and thinks about there's the audience network which can cause some confusion [2:46] and then there's messenger which again everyone sort of is fairly familiar with there are talks and have been for years now that facebook is going to start adding whatsapp as a platform that we can advertise on it's owned by well facebook that's now called meta it's owned by meta um and that is probably a potential really big opportunity for facebook advertisers better advertisers that'd be so those are the four major um placement options now it's very rare that i would recommend deselecting either facebook or instagram sometimes you will particularly if you're wanting to grow a following on either the platform but the vast majority of the time we're going to have [3:22] both those platforms selected if you are not using a conversion based objective so let's say you're using something like traffic or something like reach uh maybe because you can't track conversions or because that doesn't really match up with your uh and your goal from the campaign i would often deselect audience network and if we scroll down we can see which of these placement options get deselected these great ones weren't available because it depends on ad creative get deselected it's these down here these apps and sites because that's what the audience network is it's effectively external expand your reach with ads in external apps and websites it's external to facebook [4:00] instagram not something a lot of facebook advertisers think is part of the facebook ad network but if you use the rich or awareness campaign objective for example and you're getting really cheap um impressions you think this is great they could all be on the audience network which is apps and sites that are external to facebook and instagram and that you might be thinking hang on i don't want to be on that sort of stuff that's that's not what i want that's not what i want my brand to be associated with often it's not the best quality articles for example so that's what audience network is i would often also recommend if you're [4:32] not using a campaign objective a campaign based sorry a conversion based campaign objective deselecting messenger in general very few facebook advertisers see significant volume from messenger anyway whether you leave it on or off that's less of an issue than i would quite confidently say you want to get rid of audience network if you're using traffic reach awareness something like that messenger less of an important point but if we deselect messenger you can see that some will disappear we've got messenger inbox going we've got messenger stories um and then otherwise we've got the gray ones which you know a slightly different thing and then we've got the the [5:09] audience that were deselected so if we just have the facebook and instagram platform selected you can see that the vast majority of placements are available i'm not going to go through each and every one but facebook have categorized them into chunks so here we've got feeds as the best place for your ads to be the majority of the time both on a cost basis on a likely to convert basis there's also that's where people spend their most time across facebook and instagram so that's where you're likely to get your most volume you might get for example if you're running a traffic campaign 60 to 70 of your clicks coming from the feeds [5:48] even if you were to select um automatic placements and have everything available just because that's where people are most of the time and they break down the feed into these various sections okay um in general the two big ones out of here where the majority of things are going to come from is the instagram feed and the facebook news feed which is probably not all that surprising that's what you probably spend the most time on as a user of these platforms certainly what most users spend the most time on it's absolutely fine if using traffic um you know reach awareness those sorts of campaign objectives to just leave feeds [6:22] as it is there or you could be more selective if you really wanted to just narrow down to the very best quality and just go with the facebook newsfeed instagram feed if you want to move variables that might be something you want to test in your facebook ad campaigns it's unlikely to make a huge difference either way these aren't low quality placement options they tend to produce significantly less volume in terms of impressions but it's it's an advertiser's decision basically next we get into stories and reels that's usually how i would how i would leave it i mean reels is very new as a as a placement option as of the [6:56] recording of this video so um we would usually leave it at the moment we would leave it on but that recommendation may change but obviously instagram stories facebook stories absolutely fine instagram stories is a reasonably significant placement option that's where people do spend a lot of time on instagram you are likely to get quite a lot of impressions from there the likelihood that people then click through is significantly lower than on the feed um just kind of because that's how stories work you want to move on to the next story et cetera et cetera but absolutely fine to leave it in there and i almost never remove [7:25] um instagram stories and facebook stories from my targeting options even if i'm using something like the traffic or the reach objective for example okay then we get down to this other stuff we've got in article we've got search we've got in-stream very low impression volume in general you can either leave them on um if you want it's not going to make a few seconds either way because it might represent a couple of percent of your overall impressions i would usually deselect them particularly in an article i just think that a lot of facebook you know say facebook instagram articles a lot of them are low quality clickbaity [8:00] type stuff i don't necessarily want my brand or the brands that we're advertising to be associated with that stuff so we would often deselect so those are the various placement categories the various placement options and what i've got here right now is the setup that we would often use if we're using a non-conversion based campaign objective like awareness like reach like um traffic for example video views we're going to be going with this sort of setup where we've basically narrowed it down to just facebook feeds and stories sorry facebook and instagram feeds and stories if we're using conversion based objectives like lead generation conversions app installs we are usually [8:38] going to go with automatic placements and that's our setup so that's been useful in terms of breaking down the various placement options what they do what they mean um when you're on these platforms by the way and you're just sort of messing around playing around have a little think when an ad pops up thinking oh what placement oh that's a storage placement what what placement is that what placement you know and you can you sort of get a feel from the user standpoint which then inform you informs you as a facebook advertiser as to exactly what is going on hopefully that has been useful before you go uh one [9:07] thing i want to quickly mention and that's our facebook and instagram advertising services so my company lead guru is a specialist facebook and instagram advertising agency we create manage and optimize facebook and instagram ad campaigns for our clients and if you want to get better results on the platform and have a company like mine take the work off your hands we can most likely do that for you and we do have a 3k per month minimum budget requirement but if you meet that criteria then you can go ahead and book a free call with one of my team members there's a link in the video description [9:35] below just an informal chat where we can find out more about your business how we can help you can find out about our services how much we charge all that sort of stuff um and uh hopefully we get a chance to work together um if you found it useful thumbs up please comment below to let me know feedback comment below if you've got any questions and of course subscribe for more facebook and instagram advertising and probably meta advertising as things change related content going forward thanks a lot guys bye for now --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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