The Power of Ad Placements in Meta
Strategically placing ads to drive the highest possible results is a core function of media planning and the media buying process.
Ad placements play a crucial role in the success of ad campaigns. Here’s why:
- Proper ad placement gives you the platform to speak to the right audience at the right venue. It doesn’t matter how memorable your campaign may be, remarkable ads that are not placed strategically will never drive optimum results.
- Proper ad placement helps you to maximize your Return On Ad Spend. With better engagement, campaign performance improves, lowering your campaign’s costs.
- Whether your goal is to drive traffic, increase brand awareness, or increase sales, the right ad placement deliver the results you want to achieve.
Different Types of Ad Placements
Knowing the different types of ad placements, their pros and cons, and their key differentiator will help you in deciding which placement best fits your goals.
Meta provides four different platforms to place your ads:
• Facebook
• Messenger
• Instagram
• Audience Network
To give you more detailed examples, these are the different types of ad placements
Facebook & Messenger
- Facebook Feed
These ads appear on your desktop or mobile feed. You can choose between placing your ads on a desktop, mobile, or both. This placement could be the best option if you’re looking to attract people who are not yet familiar with your brand or company. Ads on the Facebook feed are known to have higher click-through rates and lower costs per conversion. - Facebook Video Feeds.
This placement enables you to insert your ad between organic videos on Facebook News Feed or Facebook Watch. If you want to showcase your products, this is a good choice of placement. What better way to show off your products than to viewers already in the zone of watching videos? - Facebook MarketPlace.
Users dive into the marketplace with the intent to purchase. Besides being more affordable than Google Ads placements, products are displayed to audiences who are already interested in your line of products or services. Facebook Marketplace is a good fit for businesses that want to target their market at a local level. - Facebook Stories.
These ads are placed between Facebook Stories, so audiences view your ad mid-scrolling, which is great if you want to boost brand awareness. The only catch is that videos in Facebook Stories should only be below 15 seconds, so make sure you’re making the most of that time. - Facebook In-Stream Videos.
These ad placements are available on mobile only. Facebook In-Stream video ads are great for attracting new audiences because they appear within or between regular videos. Although this placement has lower conversion rates, over 70% of these ad placements are viewed to completion and the incremental reach is 10% higher than the mobile news feed alone. - Facebook Search Result.
Facebook places these ads next to relevant Facebook search results so your ads are viewed by audiences who are already interested in the line of products or services you’re providing. However, these ad placements cannot work as a stand-alone. When using Facebook Search Result ad placement, you’ll have to pair it with a Facebook News feed Ad and this feature is only available online. - Facebook Instant Articles.
This ad placement gives audiences a large and in-depth view of your ad. This placement is fast-loading, less expensive, and yields increased impressions. These ads show the contents of your article without taking users to the external website, link, or app so if your goal is to get high conversion rates, this might not be the ideal ad placement. - Facebook Right Column.
These ads are widely used for retargeting purposes if you want to reach out to audiences who have already seen your ads on the Facebook Feed. You can make Facebook Right Column Ads 3x more effective by partnering them with Facebook Newsfeed Ads. - Messenger Inbox.
Placing your ads in the Messenger Inbox is a perfect way to connect with an audience who has already shown interest in your brand. You can target these ads to audiences you’ve already spoken to or have historically shown interest in your product or service. - Messenger Stories.
Similar to Facebook Stories placement, Messenger Stories are displayed in between scrolling. However, this ad placement is available only when partnered with Instagram Stories or Facebook Feed, not as a stand-alone.
- Instagram Feed.
Ads on the Instagram feed are non-intrusive as they appear as a usual Instagram post with a customizable call-to-action button. Although Instagram has fewer advanced features compared to Facebook, Instagram Feed ads give up to 10x higher results in terms of costs, ROI, and engagement! - Instagram Explore.
50% of Instagram users use the explore page, which enables consumers to discover new brands and connect with new people. When a user clicks on the explore page, Instagram suggests similar posts. If you place your ad on Instagram Explore, it will appear as if it’s one of Instagram’s suggested posts. - Instagram Stories.
Ads placed on Instagram Stories appear between regular user stories. While some users enjoy scrolling through their Instagram field, others have their focus on Instagram Stories so this is the perfect way to re-target people who have already engaged with you. However, the Cost per Click is more expensive in this ad placement, and their Click-Through Rates are lower.
Now that you know the different types of ads placement you can choose from, you can better understand the power of ad placements. We can help you put together a comprehensive plan to reach your target audience through a successful ad placement strategy.
