FACEBOOK ADS: AUTOMATIC PLACEMENTS OR EDIT PLACEMENTS?

0:00hi guys has been Heath from elite guru and in this video I'm gonna talk about Facebook and placements I'm gonna specifically talk about whether you should go ahead and use automatic placements or whether you should edit your placements to decide where you want your Facebook ads to appear around Facebook and obviously on on Instagram and other places and it's a really important thing to get right because if you have the wrong placement option selected your Facebook ad campaigns if they set up a certain way are very unlikely to succeed so what I've done is I've done is I've gone into one of the campaigns that we've got live right now

0:30now this is a lead magnet campaign so we're building our email list with this advertising campaign so we've used the conversions objective you'll see if I scroll to the top you can see that we're optimizing for leads now if I come back down to placements now you can also see that we've got automatic placements selected now a lot of Facebook advertising experts me included have recommended editing placements previously but now what I would recommend is you use automatic placements but only if you're using a conversion based objective so why conversion based objective I mean conversions I mean lead generation something where you're getting people to take your

1:08you're optimizing for people taking action beyond just clicking on a ad and going future website or beyond just watching a video if you're going with one of those other ad objectives then you want to edit your placements and the reason why is because if you use a conversion based objective so if you use conversions if you use lead generation if you use app installs something like that then Facebook is going to put your ads on the placement options that are most likely to get you that event so in this ad set as you can see we're optimizing for leads we told Facebook that this account has

1:42generated tens of thousands of leads so if Facebook know exactly the sort of person to advertise to they know which placements are most likely going to deliver lots of leads for a low cost and therefore we can use automatic placements basically put Facebook on our side and they will put our ads on the mobile newsfeed or Instagram or wherever it needs to be to get and to get those conversions now if you're using something like the traffic objective which a lot of people are then you want to go ahead and select edit placement and the reason why is because you to think about when you're using the

2:14traffic objective what is Facebook trying to get you they're either trying to get you Ling clicks or landing page views whichever one you select but let's say for example it's Ling clicks well they could put your ads on places like could step contextual spaces on apps and sites where there might be a lot of accidental clicks and that Facebook are going great we're getting you objective there's lots of accidental clicks and these people are meeting your objective which is traffic you are generating traffic but of course those people aren't likely to go on and do anything once they've reached your website if it's an accidental click on one of these

2:49places whether they're not likely to be as engaged with the process and I probably once you get people to your website you select the traffic you probably want to do something whether that's read a blog post or check something out or whatever it happens to be so in that case if you're using traffic or something like that an on conversion based objective what I like to do is I get rid of the ideal audience network completely get rid of that and I'll often remove messenger and I will keep it to Facebook but I'm gonna get rid of marketplace I mean you know things like suggested videos obviously

3:21very dependent on your ad creative what type of crazy if you've got using video static image et cetera et cetera I would get rid of rightcolumn I will get rid of search and I will stick things to the feeds I will use stories they seem deliver quite well and in streams actually fine provided again thank you honest you can use suggested videos but you know I think in a static image but let's say you're not you can use suggested videos interesting videos the feeds stories and then I deselect everything else I get rid of conceptual spaces so if using the traffic objective or something along those lines perhaps the

3:57engagement objective I would go ahead and set your ad placements up like this Facebook and Instagram feeds suggested videos both stories non messenger in-stream videos and that's the lot no audience Network no contextual space is not messenger that's a bit of an iffy one you may want to use that experiment with that but for the most part I leave that off and that's what I go ahead and set up with so whether you use automatic placements with your Facebook ads or you edit placements your Facebook ads really depends on the campaign objective that you've selected the beginning if you're using a conversion based objective just go ahead

4:32and use automatic placements you put Facebook on your side they want to get you the best results possible because then you keep advertising so they will put your ads on the best places to get conversions if you're not using a conversion based objective things like engagement traffic video views go ahead and edit placements and set it up as something along these lines now once you've run those campaigns and you're thinking well you know which placements is actually delivering the results you can go into your Facebook ad account into your Facebook ad campaign and you could look at a breakdown by placement so let's quickly go have a

5:02look at that now okay so this is that same campaign and just a conversion campaign it's only been running a couple of days there's only 116 leads in here but what you can do is you can come in when you're in a Facebook Ads manager as I am now and you can set break down and you can scroll down to placement so that placement and this will come up so you can see where you reach people you know it's got a boat placement on the left hand side but most important you can see your results so here obviously we're after and leads and you can see that ten

5:30were generated from the desktop Facebook newsfeed seventy-three from the mobile fishman newsfeed a little bit 27 from Instagram five and suggested video it's video ad that we're using in this in this campaign by the way and then of course the other important part is your cost per result so you can see that mobile newsfeed was a bit more expensive desktop newsfeed was relatively cheap Instagram was very cheap one pound thirty the average so far on his campaigns one pound fifty six so you can come in here and you can make optimizations to your campaign based on this data if you find for example that mobile newsfeed is a lot more expensive

6:03like at this worse we could think about I know that's not the mobile newsfeed is it I'm off one that's the mobile newsfeed on website as opposed to the app the actual mobile app newsfeed is one pad 59 which is about but you might come in here and see that some of these pace and options are a lot more expensive than others and we've got automatic placements set on in if that's the case and that stays the case and Facebook to optimize improperly you can go into your campaign you can deselect you can edit your placements and deselect the ones that aren't performing as well this is a an exercise that's

6:32worthwhile doing and it can really help your preview results something that we do for all our clients okay so hopefully that video has been useful if it has please put a thumbs up subscribe to my for more Facebook advertising related content and one other thing I quickly mentioned is my five-part Facebook ad template you can download right now for free so this template includes some of the best performing ads we've created for a number of different clients in a number of different industries all those ads have performed really really well in live campaigns recently and you can go ahead and download download that's completely free all you got to do is

7:02click on the link in the video description that'll take you to a page on my website you'll be able to download it there and obviously you could model from these ads and help improve your Facebook ad performance so as I said if you enjoyed the video thumbs up subscribe to the channel and I'll talk to you soon thanks a lot guys