Facebook Ad placement: how, when, where
When it comes to Facebook marketing, this particular social media platform offers its advertisers different ad locations on the screen. Each of these locations is anything but random. Each supports a certain type of ad, campaign goal, and audience. Unsurprisingly, the pricing for each placement varies too.
When you click on facebook’s Creating Ad option, you will be led to a list of options. Amongst these, you will find nestled in between an Ad Placements option. Clicking on this will further lead you to detailed placement options.
With some further navigation you will notice these main placements for Facebook ads:
- Desktop newsfeed
As the name suggests, this type of ad placement will make sure your ad appears with posts of user’s Facebook friends as they scroll down to browse the newsfeed.
Most of the paid social ads are placed on desktop and mobile newsfeed, but this placement is a must when the user doesn’t need to take a straightforward path.
Furthermore, if you want greater engagement and reaction, this option is the right way to go.
- Desktop right-hand side column
In this placement, the ad doesn’t disappear when the user scrolls down the page. Your ad will remain there.
This particular location is subtle and less invasive than the center of the feed, but on the other hand, it has the lowest click-through rates.
This placement can be made effective when paired with other placements.
- Mobile newsfeed
Smartphones account for just over 95% of devices facebook is used on, according to this statistic. It comes as no surprise that this is the most popular placement.
In fact, in a research done to find out the cost per like, mobile ads had the lowest cost per like. So if you want to get the maximum amount of likes, mobile newsfeed is the way to go.
What makes mobile newsfeed placement even popular is that it supports the greatest number of advertising objective one would want.
We recommend this option if you want to achieve as many objectives as possible with just a single position.
- Audience network
This option places your ad on a network of publisher-owned apps and sites. It aims at increasing the brand awareness and visibility since it allows users to extend their campaigns beyond the scope of Facebook.
Audience network is specific to the following objective:
- Clicks to website
- Video views
- App installs
- Video only engagement
- Creating brand awareness
The different ad types include native, interstitial, banner, rewarded video, and in-stream video.
If you want to prevent your ad from appearing on certain sites, you can do so by blocking them. Audience network is known to have the lowest click conversion rates.