Meta offers dozens of placements across Facebook, Instagram, Messenger, and Audience Network. Where your ads appear affects performance, cost, and creative requirements.
Key Placements#
- Feed (FB/IG): Highest volume, most competitive
- Stories/Reels: Growing fast, requires vertical creative
- Right Column: Desktop only, lower engagement, cheaper
- Audience Network: Off-platform, often lower quality
Advantage+ Placements#
Default recommendation: let Meta optimize. The algorithm usually finds the best placement mix. Only restrict when you have specific creative or strategic reasons.
Placement Breakdowns#
Check Delivery > By Placement regularly. Kill placements with high spend and low conversions. Common culprit: Audience Network for conversion campaigns.
