When designing an advertisement, the pervasiveness of the promotional message must also be considered among the relevant elements for success. In the digital world, this also means taking advantage of the various “placements”, that is the different places where the advertisements offered by the multiple advertising platforms are shown.
Before delving into the topic, it is good to know what are the placements that are available today on Facebook, Instagram, Audience Network and Messenger.
The choice to consider only some of the placements from the list depends on several factors, including the type of audience you are targeting or the objective of the campaign. Facebook usually recommends using automatic placements, which offer the advantage of optimizing campaigns more efficiently and obtaining better results, primarily in terms of cost containment, but also on performance.
A crucial aspect is the analysis of the performance obtained by each individual positioning within the campaign, as this will help to allocate resources in the best possible way in future campaigns.
For example, the choice to use the Audience Network as a positioning – and therefore to convey the message also to external Facebook sites – is at first glance an excellent opportunity to preside over an additional channel, especially when dealing with campaigns. oriented towards engagement or App installation. With campaign objectives different from these, in fact, there is a risk that poor quality traffic is generated, resulting in poor performance. It is therefore always good to test the different positions with some attention and constant monitoring.
The same thing goes for Stories: telling stories optimized for mobile is definitely a means to increase the efficiency of campaigns even more. If we then consider the data – 500 million users who use Instagram Stories and 300 million who use Facebook Stories every day – it goes without saying that the choice to exploit this immersive format is certainly optimal, as the ad will have a rather high percentage to be displayed. Obviously it will be necessary to understand if in the specific case this positioning actually brings benefits.
Understanding which placements record the best results in a campaign is simple: you need to access the Business Manager, go to the ad group of the campaign and then click on the right on “Details”> “Based on publication”> “Positioning” (As in the image below).
However, the choice of some placements, including automatic ones, also implies numerous graphic adaptations of the image chosen for the advertising campaign, often requiring more time and, consequently, money. In fact, each placement on the Facebook network has different image dimensions, aspect ratios and requirements: an ad might look good on the Facebook feed, but potentially not be suitable for Instagram Stories.
Facebook Ads, however, offers the solution, guaranteeing automatic image adaptation and saving you a lot of time. This novelty is actually not very recent, as it is a feature released in 2018 by Facebook Inc. Therefore, there is only one recommendation for Facebook Ads to be effective: choose images of excellent quality, with good levels of contrast and brightness, and especially with the subject of the image positioned in the center, so as to avoid automatic cropping that could completely or partially exclude the protagonist.
The case is different for creatives on dynamic remarketing: being a campaign linked to a product catalog, it is not possible to customize every image of each product, even if the platform offers other “dynamic” customizations that can make posts more visible to users during disinterested scrolling of the feed.
Some of these are:
In both cases it will be possible to choose where to place the price or the logo based on the image of the starting product (ex: top right, center, bottom, etc.). In this regard, it is important to remember to upload the patterns with a transparent background, so that they do not cover the product images.
Finally, summarizing, when an in-depth analysis has found which are the best performing placements and the right creativity for each placement, that’s it! Your ads will be more relevant, more engaging, and will likely increase performance across placements. Using as many placements as possible is still good practice, but should always be monitored.