Title: Placement For Facebook Ads

Hello,

Placement is one of those things that tends to confuse people when
they just get started with Facebook Ads.

Basically, placement refers to where on Facebook your ad will be
located.

There are five primary placement options:

* Right Column
* Desktop Newsfeed
* Mobile Newsfeed
* Instagram
* Audience Network

Let’s take a look at each option, as certain options are better in
certain situations.

First of all, you can use automatic placement in many instances.
This will let Facebook decide which placement is likely to be the
most effective for you.

Just keep in mind that, per their own documentation, their delivery
system is designed to get you the lowest overall cost, but not the
lowest cost for each individual placement.

You will also notice that not all placements are available for every
ad format. You’ll see different placement options depending on which
format you choose.

The right column ads appear on Facebook in the right column. These
ads generally have the lowest CTR of any placement, so it’s best to
avoid it until you’re more experienced.

The desktop newsfeed placement is shown directly in the newsfeed to
people using the Facebook website on a Mac, PC, laptop, or other
non-mobile computer.

Unless you are specifically adverting to mobile users (such as for
mobile apps), this is probably your best option, because it offers
the widest possible option of actions. 

They do have the highest average cost per click, but they are also 
generally the most effective.

Mobile newsfeed ads are just like the desktop placements, except they
appear in the newsfeed only on mobile devices like phones and tablets.

All of the advertising objectives use this placement as one of their
options, so it’s a very popular placement choice. Cost per click is
generally lower than for the desktop newsfeed placement, as well.

However, if you have a complicated process that isn’t mobile 
friendly, it’s best to avoid it. (For example, if you have an online
store that isn’t optimized for mobile, or you’re advertising a game
or software that isn’t compatible with mobile devices.)

The audience network will let you place your ads on websites and 
other places off of Facebook. This option is ONLY available if you 
choose the mobile newsfeed placement as one of your options, because 
it is linked with that format.

This option is not good for most people, because most of your ad
impressions will go through this network if you’ve selected it, and 
the traffic quality is often terrible. 

The cost per click is relatively low, so if you’re just looking for 
raw traffic numbers it might not be a bad option. But if you’re looking
for a return on your investment, you should probably skip it.

Instagram is self-explanatory. If you believe your target demographic
uses Instagram, it can be a good option. The cost per click can vary
based on a number of factors, so be careful when using this option and 
keep an eye on your spending.

When you’re just getting started, it’s a good idea to stick solely with
the desktop newsfeed (or mobile if you’re targeting mobile users). You 
can then expand outside this once you are more comfortable.

Tomorrow is our final lesson, and we’re going to tackle a complex topic
that is very, very important, so don’t miss it!

Until then, 

{YOUR NAME HERE}

PS- If you’re tired of losing traffic forever, don’t miss tomorrow’s
email!
