Choosing perfect ad placements for Facebook ads considering your offer’s target audience
Hi everyone! The topic of today's article is ad placements. These places play a huge role when driving traffic to affiliate marketing offers, so don’t underestimate the power of a carefully picked ad placement. These basically define the audience you’re going to attract, i.e. the audience that’s going to see your ad. For example, if you work with an anti-prostatitis offer, then it’s clear that your target audience is 40 years old and older. 40+ people don’t usually surf Instagram, at least the majority of them don't. This means that you need to turn off all Instagram placements for this specific type of offer.
After trying out 2-3 campaign approaches, some affiliates continue only working with those placements that they worked with during driving those first batches of traffic, forgetting that tests are everything and therefore, placements also need to be tested. So, first, you need to determine the ratio of your target audience presence in certain ad places. This is why we need to understand the essence of each placement that Facebook offers its advertisers. Let’s talk about it.
Ad placement options
1. Facebook News Feed. When users scroll their feeds, they see ads once between four or five posts.
2. Instagram Feed. Again, users see ads one in four or five posts.
3. Facebook Marketplace. This is where Facebook allows people to sell their products of different categories. When going through those products, Facebook users also see ads. And this time, when people are already looking at things to buy, they have more interest in seeing ads (that also tell them to buy something) and purchasing your product. Note that these ads are only visible on mobile.
4. Facebook Video Feeds. When users click on a video, they first see an advertising integration. It’s a really nice placement for affiliates that use video creatives.
5. Facebook Right Column. This only shows for laptop and desktop users. This ad format isn’t very popular because most users use Facebook on mobile devices and 80% of targeting aims on mobile users.
6. Instagram Explore. This page looks like a feed but with posts specifically picked for each individual user. This way, your ads can be shown among posts that users are interested in.
7. Instagram Shopping. Like with Facebook Marketplace, people see ads when going through bunches of products. Thus, they’re already interested in making a purchase.
8. Messenger Inbox. People get ads while chatting. And, they for sure don’t like this ad format.
9. Stories. Ads are shown on all Facebook platforms that provide the story feature.
10. In-Stream. Ads that come up while people are watching videos. Before, during, and after.
11. Search. Only works in tune with Facebook’s News Feed. This way, people get ads while searching for something on Facebook.
12. Advertising messages on Messenger. People get ads from your company as DMs, in case they’ve already interacted with you before. And, users also get ads from your company’s reps if they’ve chatted with them before, as well. Not an option for publishers.
13. Facebook articles. People write stuff for Facebook too, and people with different interests go there and read them. So, this is also when they are shown ads.
14. Apps and Sites. This is kind of like teaser ads. Ads are shown on platforms that Facebook collaborates with. These can be high-quality apps and websites. These aren’t that good of ad placements since there are tons of bots there. It’s similar to ad networks but without the possibility to make up black and white lists.
So, here are all the placements and ad formats that Facebook can offer.
Pairing ad placements and offers
Let’s look at two offers of two different topics – prostatitis and cystitis.
We’ll divide them into two categories:
- recommended placements (those that’s shown good results for all types of offers);
- placements to test (those that need to be tested before placing bets on them).
Prostatricum offer (prostatitis cure)
Recommended placements:
1. Facebook News Feed is the main source of audience for this offer. Prostatitis has an audience full of people over 40, and they often scroll Facebook feeds because it offers content that they’re interested in, unlike Instagram. So, there’s a huge possibility your target people will see your ad.
2. Right Column on Facebook. Classic ad format. A lot of people over 50 years old enter Facebook on desktop, and these ads are desktop only. Thus, this is the right placement for driving an older audience like the one of this offer.
3. Facebook Video Feed. It’s just the place for you if you use video creatives. People love watching videos, so ads won’t bother them that much.
And now, these are all the recommended placements for this prostatitis offer. You can test the rest of the placements, but the possibility to get a nice profit is way bigger with these recommended places. For example, when working with the In-Stream placement, you can expect it to be irrelevant because it’s unlikely that your audience watches live streams. This way, we can also see why other ad placements wouldn’t be as good as the top three we’ve described above.
CYSTINORM offer (cystitis cure)
Recommended placements:
1. Instagram News Feed. Instagram has a large female audience, and cystitis strikes women of all ages from 30 years old and older. Make sure that your creative is Instagram-appropriate, act on some trends to drive more attention and clicks.
2. Instagram Stories. It's a good one. A lot of people watch stories, and there may be a lot of women suffering from cystitis. Well-engaged users can have literally endless feeds, so there’s a bigger chance they’ll see your ads.
3. Instagram Explore Page. Also something that mature women like to scroll in their free time. So, there’s a possibility you’ll get nice impressions and CTR (provided that you follow Instagram’s community guidelines).
4. Facebook News Feed – main source of this offer’s audience, make sure to use this one too.
These are all recommended placements for Cystinorm. You can test others, but it’s not guaranteed that they’ll bring you your desired results. For example, you can test Instagram Reels ads but this ad format is overall pretty questionable, so we can’t just recommend it.
Then, you can also consider Facebook’s Instant Articles, this section is frequented by women over 40. They pay more attention to content that they view, so this placement’s ads must not be annoying and have to be high-quality. In this case, these ads will be effective, but once again, you have to test them first.
Feel free to test the rest of the placements, it’s your call.
Conclusion
Here’s nearly everything there is about Facebook’s ad placements. Now you know what to look for when choosing your placements and how to think like your target audience. Hope that you found the article useful.
Best,
Webvork