Targeting Placements in Facebook Ads

By leveraging social media ads, you have the power to target virtually any location and reach a vast audience. Nevertheless, it is paramount to select the appropriate platform and device to guarantee that your advertising budget is utilized effectively.

In recent years, Facebook has boldly taken on Google with its innovative advertising solutions. This has opened up a world of opportunities for advertisers and a pressing need for placement-targeted optimizations. In this article, we will delve into Facebook Ads Placement, with a focus on its application in Turkish.

One of the greatest advantages of social media ads is the ability to display your ads either globally or in targeted locations. Furthermore, these types of ads are not affected by ad-blocking software such as AdBlocker, ensuring that your ads reach a wider audience without any hindrances.

Facebook Placements Settings

If you have advertised on Facebook before, you may have noticed that all ad placement settings are always automatically selected, as shown in the image below.

As a confident individual, it's understandable to be slightly skeptical. However, Facebook's recommended posts are highly effective and a worthwhile investment. While there may be some concerns about spending more money, let's address them later and focus on the benefits for now.

As a professional digital marketer, you are already familiar with this feature. When you select "Edit Placements," you will witness the full potential of Facebook's capabilities.

As evident from the options listed above, it is absolutely possible to post advertisements in multiple areas. The areas that are most frequently utilized include:

• Facebook's mobile and desktop newsfeeds,
• Instagram
• The Audience Network
• Messenger

Please be aware that the available options vary based on the device selected, so it is important to keep this in mind before making a decision.

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Facebook Placements

Facebook is the undisputed champion of social media advertising. Its unparalleled flexibility and transparency, particularly in the wake of recent events, have earned it the title of "gangster" of social media advertising. With Facebook, you can develop advertising strategies that are not only effective, but also tailored to your specific target audience.

When you target only desktop and laptop users with your ads, they will only appear in the right column of the Facebook newsfeed. The middle section of Facebook's newsfeed is where posts are published, creating a more natural environment. Although the right column may result in high impression levels, it's unclear how many people actually see or pay attention to the ads displayed there.

By targeting mobile devices, you can effortlessly enable your ads to appear in articles (instant articles) as well as newsfeeds. Your ads will have three areas to appear in, with the exception of the two placements listed below. Alongside Feeds, Instant Articles, and Right-Column, you can also utilize Messenger. It's important to note that In-Stream Videos and Suggested Videos are only eligible to show in certain campaigns.

Instagram Placements

Since 2012, Facebook has owned Instagram and integrated the two platforms. Currently, there are 800 million active users on Instagram, with most also using Facebook. The platform's active usage is largely attributed to its Stories feature, which has opened the door for advertisers to use story ads and has greatly contributed to Instagram's success. It is clear that Instagram's integration with Facebook has been a strategic move, which has allowed the platform to grow exponentially and become one of the most popular social media platforms today.

Instagram ads can be targeted exclusively on mobile devices in feed and story formats with great confidence.

Advertising using Snapchat and Instagram stories is virtually identical. Users can publish ads in the form of time-based images, videos, and gifs within their stories.

Facebook Audience Network Ad Placements

By utilizing Audience Network, we have the capability to broaden the scope of our advertisements and showcase them on a variety of placements, including mobile applications and websites. It is possible to release a diverse range of ad formats on this platform, such as native, banner, or interstitial ads, making it highly versatile.

I understand your concern. As a seller of professional products, it may not make sense to display ads on frivolous mobile applications. However, you have the option to turn off Audience Network or choose not to use it altogether. It's important to note that the ad you publish on Facebook can also appear on Tinder, since Tinder uses Facebook's advertising infrastructure.

When retargeting or remarketing, it's important to keep your options open. Don't limit yourself by excluding certain audiences or display areas. Since you're targeting users who have already shown interest, it's crucial to reach them in every possible way. This may even include showing ads on unexpected platforms such as Tinder. If you do need to exclude certain apps or categories, you can do so. The advantage of excluding these categories is that your ads won't appear in instant articles or in-stream videos.

One advantage of this approach is the ability to exclude certain religions and political categories. For example, an alcohol company promoting raki during Ramadan Feast can selectively exclude Islam or other religions that may not be suitable, and still continue advertising on social media with confidence.

Facebook Messenger Ad Placement Targeting

There are two highly effective methods for ad targeting in Messenger: through the Messenger homepage and through sponsored messages. The Messenger homepage ad is the most comprehensive and beneficial type of ad, as it enables you to publish your ad with a banner, providing your audience with the most descriptive and visually appealing experience.

When you select the "Messenger" category, a sponsored message advertisement will be displayed, allowing you to communicate with people who have already expressed interest. You have the ability to create tailored sponsored ads for specific content, such as pet food for those with cats, dogs, or other pets. For example, if your users typically reorder pet food every 30 days, you can design an ad model that reminds them to reorder from you 25 days after their last purchase. This will help you remain top-of-mind with your customers and increase sales. The success of this strategy depends on your strategic skills, but with the right approach, it can be very effective.

Having learned how to target and display your Facebook ads based on categories and apps, I am confident that my next post will help you optimize your placements. Check out my article for tips on how to maximize your ad budget and ensure that your investment is not wasted.