Managing Placement



When we talk about placements on Facebook, we're referring to where the advertisement shows up on the page. Facebook provides four options: News Feed, Mobile News Feed, Right Column, and Partner Mobile Apps. An advertisement can appear on multiple placements, or you can choose to restrict where they appear. In my experience, the News Feed offers the biggest bang for the buck. These ads, more often than not, see a higher click-through rate than the others. Facebook is constantly evolving, therefore that may change, but for now and the foreseeable future, the News Feed is a great place to focus on. It might be slightly more expensive, but in the long run, you're likely to see better results.

Last time we left off in the text and images section of the Add/Create tool. It's in this preview window on the right, which we saw earlier, where we control placement. Facebook automatically defaults to the four options, but you can enable or disable them as you like. We will start with the desktop preview that is open up by default. It's in this window that I can scroll down or up to see all the ads associated with this campaign.

As we click on each section, we can preview how the ads look in each placement option. You cannot delete an ad from this view. You'll have to remove the image from the previous section to remove that ad completely. You can, however, remove an entire placement by selecting Remove in the upper right-hand corner. Doing so will prevent your ad from showing up in that placement. In this case, I'll click Remove, meaning my ads will no longer show up in the Desktop News Feed. If you want to add a placement back, you can click the Add link to the right or use the link in the center of the preview area. In this case, I'll choose to turn on desktop News Feed ads.

Let's take a look now at mobile. I'll do that by scrolling down and choosing the Mobile News Feed tab. This looks fairly similar, and you can add and remove it like we did before, with the option in the upper right. But this time we also have the option to see a featured phone preview. I'll click this link in the upper right, and the ads will change to reflect how a feature phone user will see these ads. Now feature phones aren't as common today as they used to be, but they're still very popular in certain countries and within certain regions of the USA. A feature phone refers to a phone that has internet capability but lacks most of the functionality a smartphone has.

Next, I'll choose the right column from the very bottom, and we'll see what those placements look like. In this case, I'll be removing these placements, as I don't think it'll be effective for our purpose. Select the placement most appropriate for your audience and your objectives.

If you are targeting a younger crowd, then you may want to focus on mobile devices. However, if you do decide to run mobile advertisements that link to another website, make sure that page is optimized for a mobile experience as well. There's nothing worse than driving mobile traffic to a website that is not usable on a mobile phone.