Facebook Placements: How to Choose and Whether to Include Advantage+

Content

1. What placements are available on Facebook
2. Feeds
3. Stories and Reels
4. In-stream ads for videos and reels
5. Search Results
6. Messages
7. Apps and sites
8. Placement table
9. Should Advantage+ placements be enable
10. Conclusion

During the ebb and flow of traffic, customizing placements plays an important role. Placements determine which audience will see your ads. For example, if you are gambling and using 1k1 video creative, you need to disable some placements or adapt it, because this format of creative will not fit in the stories and will not look harmonious.

Another problem is that some affiliates after casting 2-3 bundles continue to use the same placements, forgetting that tests are our everything, and placements also need to be tested. To do this, you need to understand what each placement is. That's what we're going to talk about.

What placements are available in Facebook

There are a total of 24 placements on Facebook for different social networks and locations within them. All of them are divided into 6 different sources: Feeds, Stories & Reels, In-Stream ads for videos and reels, Search Result, Messages, Apps and sites. Let's break down each placement in more detail.

Feeds

The most common placements tab among webmasters and gambling. This is where the main traffic resides. Let's take a closer look.

• Facebook Feeds - A Facebook user's regular news feed. The user scrolls through the feed, he is shown ads, with a frequency of 1 in 4, 1 in 5. The feed is viewed by the lion's share of Facebook users, respectively, from there we get most conversions, so keep it always on.
• Instagram Feed - Instagram's news feed. The second important placeholder, from which a lot of traffic can come. In some countries Instagram is less popular than Facebook, in this case you should act based on the specifics of GEO. Enable.
• Facebook profile feed - It's the same as Facebook news feed, but ads appear when you scroll through a specific profile. Coverage is less, but conversion can still be achieved. Enable.
• Instagram Profile Feed - The same Instagram news feed, but it works when you open a profile. Enable.
• Marketplace Facebook - FB has a marketplace, with many products of different categories. When a user browses products in the marketplace, he is additionally shown an advertisement. A person who is initially set to buy is more likely to be interested in the advertised product and make a purchase. Such advertising works only on mobile devices. In general, many people disable this placement, but there are cases when you can include it, especially when optimizing for purchases. Testing.
• Facebook Video Feed - Advertising space in a special tab with videos. Between other videos, yours will be inserted in the form of a post. It is noteworthy that placement does not support static. Not the most useful placement, disable it.
• Facebook right column. This ad appears only when you enter FB from a PC or laptop. This type of advertising is not popular, because most users sit in FB through the phone, and a large percentage of targeting is set up on the phone. Disabling.
• Instagram Explore - Instagram selection of “interesting”. Instagram has a section “interesting” - a section similar to the “feed”, only the posts are selected in it by interests. That is, a person will see advertising integrations in the section where the social network picks up interesting news. Placement has a small coverage, but in some cases it makes sense to include. Testing.
• Instagram Explore Home - Still the same selection of “interesting” in Instagram, only the ads are placed on the home page not the similar feed. This placement has a pretty meager reach, so we recommend turning it off. Most often it just wastes the budget and is not good even for tests. Disable.
• Messenger Inbox - Advertising is placed directly in the chat window inside the messenger and most often it is not used in gambling. The application of this placement has a narrow focus. People do not like this format of advertising. It makes sense to test if you use a chatbot in your sales funnel. Disabling.
• Facebook Business Explore - a tool for companies, brands to manage pages, ad cabinets, catalogs centrally. Rarely used and has a small audience. Disable.

Stories & Reels

Ad banners will be shown in stories, on any FB platforms where stories are implemented. Quite often used by affiliates in gambling, as the targeting here is only mobile. It has one peculiarity, your creatives must have a 9:16 format. Static does not have to be adapted, as Facebook itself optimizes the picture. In the case of video, it is better to order adaptation. The most suitable format for life creatives. If your video is 1k1 disable. With an adapted creative you can turn it on. Let's go over it briefly.

• Instagram Stories - Ads when you scroll through instagram stories. Enable.
• Facebook Stories - Ads in Facebook Stories. Enable.
• Messenger Stories - Ads in Facebook messenger stories. Testable, but not required.
• Instagram Reels - Advertising in Instagram Reels. Biggest reach of all the placements of the storis. Enable.
• Instagram profile reels - Ads when you scroll through the video Reels of a specific profile. Testing.
• Facebook reels - Advertising in Reels itself on Facebook. Reaches are small and few conversions. Disabling.

In-stream ads for videos and reels

These are advertising spots at the beginning of a video or at the end. Unpopular placements that should not be included at all. Requires creatives no longer than 10 seconds and 16:9 adaptation.

• Facebook In-stream videos - Ads at the beginning or after you watch a video. Disable.
• Ads on facebook reels - Ads at the beginning or after watching Reels. Disable.

Search Results

Placement of ads in the internal search engine is displaying in the search results. The reason why we disable this placement is because the user is usually looking for specific information and may not notice your ads.

• Facebook search results - Display in Facebook search results. Disabling.
• Instagram search results - Display on Instagram searches. Disable for the same reason.

Messages

Advertising messages in Messenger. Users see ads in the form of a message on behalf of your company, but only if they have already interacted with it. The user can also have a correspondence with a representative of the company open (if they have already corresponded at some point). Not suitable for targetologist.

• Messenger sponsored messages - disable.

Apps and sites

These sites are something like teaser sites. Advertising integration will be on those sites that somehow cooperate with FB. These can be quality apps or sites. The place for placement is “so-so”, due to the fact that there are a lot of bots. There are only two placeholders here:

• Audience Network Native, banner and interstitial - Disable.
• Audience Network rewarded videos - Disable.

We understand the placeholders and what format the ads can be shown in.

Placements table

Should I turn on Advantage+ Placements?

An important question that many targetologist are interested in is whether the autoplayments feature is useful.

Facebook's self-learning is indeed a breakthrough technology in advertising and it may do a better job than manually setting up placements. But opinions in the affiliate community are divided. Some use it and some don't.

In practice, from one offer to another, this feature can show different results. Somewhere Advantage+ will work better than Manual, and somewhere worse. From what we can conclude that the function should be tested and not overlooked. The best solution is to create a separate adset and track the dynamics in relation to another adset on Manual. In the case of positive results, leave Advantage+ or disable it if the results are bad.

Facebook itself interprets it as follows:

Advantage+ Shopping Campaigns from Meta use machine learning to reach valuable audiences quickly, reducing setup time. They are more effective for advertisers focused on increasing online sales than manual campaigns. Instead of multiple campaigns with different settings, up to eight shopping campaigns can be created for each country, allowing the system to better reach potential buyers.

Conclusion

Having dived into placements a bit, you now have an idea of which ones you need and which ones you should turn off. The rules we've written apply to gambling, but they may work differently with other verticals. However, other areas are often set up following this methodology as well. Always test approaches and make informed decisions based on your analysis.