Today we are going to be talking all about Facebook and Instagram Ads, and more specifically your ad placement. This is where things can go really wrong if you aren’t sure what you are doing here. In the past, the ads just went onto Facebook and that was it. Now you have many options on where your ad is going to be served and where people are going to see it.
You choose your ad placement under the ad set level within ads manager. You ad set is where you choose your target audience, budget and placement.
The first decision that you will need to make is whether or not to use automatic placement and let Facebook select where your ads are going to show up. If you are brand new to ads or don’t have a ton of experience, then starting with automatic placement is a good starting point. However, you will need to make sure that you are watching the placement areas so that you don’t end up spending more money than needed.
If you want your ads to only show up in specific places then you will want to “edit” the placement. Here you can choose many different options such as the Instagram Feed, messenger, audience networks, the Facebook feed etc. If you want to just put your ads on Instagram, then this is how you would do it.
My personal opinion is that I don’t really care if it shows up on Facebook or Instagram, I just focus that it is reaching my target audience. One thing to make sure you are taking a look at, if you are using multiple placements, then make sure you have the correct graphics size for the platform. For example, you don’t want a horizontal image on Instagram or people are going to assume it is an ad immediately.
Now the big thing to watch out for in 2018 is Messenger and Instagram Stories. Both of these are becoming huge and they are going to be a great place to have ad placements.
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