in your Facebook ad account you may have seen a relatively new thing pop up called Advantage Plus placements you might be thinking what is this should I be using it that's what I'm going to be covering in this video so I'm in an example Facebook ad account I've created an example sales campaign I've navigated to the ad set level and then I've scrolled down to the bottom where we've got this placement section down here now placements refers to the locations within Facebook Instagram messenger Etc that your ads can appear because there are different locations where
your ads can show up for example we all know that if you're on your Facebook feed you are going to see ads and within that feed just like you are with Instagram those are two separate placements you're also going to see ads on Instagram stories on Instagram reels there's lots of different placement options lots of different locations where you can see ads you may have seen this Advantage Plus placements term pop up recently but this is effectively the same as what used to be called automatic placements but they've changed the name as part of the
Rebrand to Advantage Plus lots of things have been called advantage or Advantage Plus recently and you may see those dotted throughout your ad account some of them are actually a change in function some of them like this one are more of a rename rebranding of what used to be there so Facebook always recommends that you go ahead and use Advantage Plus placements or used to be called automatic placements no matter what campaign objective no matter what performance goal you use any of that sort of stuff but that's not what I would recommend I think there
are times when you want to use Advantage Plus placements and times when you don't when you go ahead and use Advantage Plus placements your ads are eligible to appear across all the placement options there are now there are lower quality placement options like the Audience Network higher quality placement options like Facebook and Instagram feeds yes yes if you are running certain types of campaigns you really want to avoid the lower quality placement options okay so when would we use the recommendation and go with Advantage Plus placements if we are running a conversion based campaign objective
so sales leads being the obvious example where we are saying to Facebook I want you to go out and get me as many purchases as possible this is what a purchase my website looks like we've got the pixel setup we've got all that and configured so Facebook knows when a purchase is taking place and then Facebook can optimize your campaign around that action they can work out the time of day that people are likely to convert the type of person that's likely to convert how often you need to put an ad in front of someone
to get them to convert they can use their machine learning process to really optimize a campaign if you are doing that conversion-based campaign objectives like sales leads for example then Advantage Plus is fine because if your ads are not converting very well on the lower quality placement options things like the Audience Network then your ad simply won't run on those placement options because you're not getting conversions and Facebook can see that if however you are using a different campaign objective something like traffic where you're optimizing for link clicks maybe even landing page views you absolutely
want to go ahead and select manual placements and then get a lot more specific by deselecting the lower quality placements so if for example you're running a traffic campaign I would deselect Audience Network I would deselect messenger and what we typically end up focusing on almost exclusively is feeds and stories and reels across both Facebook and Instagram so often we're going to go ahead and deselect a lot of the other options particularly things like in article if you want to leave in stream and search on that's not the end of the world by any means
okay why do we do that think about how Facebook's going to optimize your campaign if you're running a traffic campaign optimizing for link clicks you are saying to Facebook get me as many link clicks as possible now on the Audience Network you can get a lot of very inexpensive link clicks a lot of which are accidental clicks The Audience Network is often the sort of thing where you click on a link it takes you to something that's not really within Facebook um but kind of feels like it is but there's going to be ads in
it you probably know the sort of thing I'm talking about that's what the Audience Network looks like and there's lots of accidental clicks on that sort of placement option now an accidental click it's not good for you as an Advertiser those people are not going to go on and convert they just accidentally clicked and probably went ah no didn't want that and hit the back button straight away or as soon as they realized but if Facebook is optimizing for link clicks according to Facebook's machine learning process they've gone ahead and achieved your objective they think
they've gotten you what you want even though they haven't hopefully you can see the difference there between yes Advantage Plus placements is absolutely fine because Facebook will optimize in line with what you want if they can see what you want if they can see what a purchase a lead Etc is but with the other placement options things like traffic if you're using an engagement campaign and going after video views I would also get much more specific and go with something like this because again you don't want poor quality video views popping up in placements where
the person isn't really watching it's not how that placement is constructed you want them on the high priority high quality placement options like feeds and stories one thing I need to mention about this I've talked about either using Advantage Plus placements or going with manual placements of being more choosy depending on your campaign objective but really it's dependent on your performance goal and the reason why I talked about campaign objective is because once you select your campaign objective sales leads traffic Etc it will then give you a sort of curated list of performance goals performance
goal by the way used to be called optimization for ad delivery so just in case you're confused about this term and they've moved it higher up in the ad set used to be lower down but I've scrolled up here and we can see that there's various performance goal options and these are other ways for our Facebook ad campaign to be optimized Now the default with a sales campaign is maximized number of conversions that's great that's going after as many conversions as possible in which case we can use Advantage Plus placements however if we were to
select other goals and say I want to maximize the number of Link clicks now this campaign is going to perform in the exact same way as a traffic campaign that's optimizing for the maximum number of Link clicks that's a very very important point it's this performance goal what used to be called optimization for ad delivery that determines how your campaign is going to be optimized and even if you were to create a sales campaign like I have but if you then go and adjust this and optimize for link clicks you need to go down and
select manual placements and be more specific like we are here the only time when you can use Advantage Plus is when you're using a conversion based objective and then actually optimizing four conversions at the performance goal level hopefully that makes sense you can make this adjustment and if you have been using the wrong setup here this is a non-trivial change it can make a big difference to Facebook advertising results and only takes a couple of seconds to correct okay so before you go something I'll quickly mention and that's my company's done for you Facebook and
Instagram advertising Services we can create manage and optimize your Facebook and Instagram ad campaigns for you if you're interested in us doing that helping you get better results and taking the workload off your hands there's a link in the video description below you can go through to a page on a website and book a call in with one of my team members no obligation call we do have a 3K per month minimum budget requirement so please only book a call if you meet that criteria but if you do go ahead and book one hopefully we
get a chance to work together now in this video which is all about placements I talked quite a lot about campaign objectives and how important they are if you're not super familiar especially with the changes from the old campaign objective menu to the new odax menu I'd strongly recommend you check out this video I run through all the campaign objective options how they work which ones you want to use and when you you need to get that right if you're running Facebook and Instagram ad campaigns go ahead and check it out
