The effectiveness of your advertising campaign depends on many factors, including ad position – a factor that is often underestimated but plays an important role. Ad placement refers to where the ad content is displayed, which can be on Facebook, Instagram, Audience Network, and/or Messenger, depending on your choice.
To ensure users see ads in the right place and at the right time, setting up the right ad placement is important for each campaign. Facebook automatic placements vs manual is a question worth considering. Please refer to Optimalmk article for an overview.
What is Facebook’s automatic placement?
When you create a new campaign in Facebook Ads Manager, you’ll be asked to choose your placement settings: automatic or manual. Facebook encourages the use of automatic placements because they require less input, making it easier to run campaigns.
With automatic ad placement, Facebook’s algorithm will place your ads in locations that the algorithm thinks will be most effective and reach your target audience. Campaign budget will be distributed across multiple placements across Facebook, Instagram, and Audience Network.
This method can be very effective because Facebook’s algorithm will do the campaign search for you. The automated system will also eliminate advertising positions that are not highly profitable. This helps you save time and optimize campaign performance.
However, regularly analyzing campaign performance data is important. This ensures you have a clear understanding of automated placements and which ones perform best. This information is important to your business and target audience, so should always be monitored and checked.
What is facebook manual placement?
Manual placement selection opens up the ability to tailor your spending to optimize audience engagement with your content while driving your desired performance. You have more flexibility to precisely target your audience, giving you greater confirmation that the money you invest is being used to reach the right audience. I’ve seen manual placements often perform better than automated placements with the same audience, as well as the broad audience mentioned earlier. As an example, when we manually selected desktop and mobile news feeds as placements, we saw +6% higher conversions and -6% lower cost per conversion % for about two months. While there’s no significant change from automated placements, it still achieves our goals of increasing efficiency and driving volume.
For most campaign goals, using desktop and mobile news feeds, as well as Instagram feed placement, is usually a safe choice. These are the core foundation of the Facebook/Instagram user experience, and while they often cost more and are more competitive, they often drive more conversions. News feed ads are great for every stage of the funnel, especially in lead generation, because they help you reach your target audience with greater spending. This increases your chances of attracting your target audience’s attention and driving engagement with your ad.
Facebook automatic placements vs manual
Most advertisers prefer using automatic placements because they can deliver the most optimal results across a wide range and include all default placements. Additionally, when duplicating a campaign, all new placements will automatically be available for that copied ad, saving time and effort. All of this contributes to reducing average total costs to a minimum.
However, if you want to implement a lowest bid strategy for each placement, you might consider using proactive placements. This allows you to proactively identify and optimize each ad placement, in accordance with your bid strategy.
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