The Complete List and Explanation of Facebook Ad Placement

On Facebook like other ad platforms one of the key components in creating an ad as well as its cost is placement. It's also a piece many businesses overlook. Placements determine the space you place your ad on and can have a dramatic impact on the success of your campaign.

In total there are currently 20 ad placement options within the Facebook ecosphere, each containing a different Cost per Impression (CPM), Cost per Click (CPC), as well as a different Click Through Rate. All of which plays into the overall cost and ROI of a campaign.

Depending on the objective you choose when you create your campaign, your ads can appear on one of 4 platforms within the Facebook network: Facebook, Instagram, Messenger and Audience Network.

Ads Manager groups placements by how?people?experience your ads across platforms. For example, people have similar experiences with your Stories ads on Facebook, Instagram and Messenger.

These are the current placements available on Facebook and how they are grouped in the ads manager. One thing to note is that the placements listed below can include both desktop and mobile depending on your choices. Facebook even offers such granular options as device type and operating systems, but we’ll stick to the placements today.

These are the current placements available on Facebook and how they are grouped in the ads manager. One thing to note is that the placements listed below can include both desktop and mobile depending on your choices. Facebook even offers such granular options as device type and operating systems, but we’ll stick to the placements today.

In Feeds you ad appears to people scrolling through their inbox as well as in their news feed.

Feeds placement options include:

• Facebook News Feed – Your ads appear in the news feed when people are on Facebook.
• Instagram Feed – Your ads appear in the feed when people are on Instagram.
• Facebook Marketplace - Your ads appear in the Marketplace home page or when someone browses Marketplace in the Facebook app.
• Facebook Video Feeds - Your video ads appear between organic videos in video-only environments on Facebook Watch and Facebook News Feed.
• Facebook Right Column - Your ads appear in the right column on Facebook. Right column ads only appear to people browsing Facebook on their computers.
• Instagram Explore - Your ads appear in the browsing experience when someone clicks on a photo or video. Learn more about ads in Instagram Explore.
• Instagram Shop - Your ads appear in people's Instagram Shop tab browsing experience.
• Messenger Inbox - Your ads appear in the Home tab of Messenger.?

In Stories placements your full screen vertical ad appears in people’s Stories.

Stories Placement Options include:

• Facebook Stories - Your ads appear in people's Stories on Facebook.
• Instagram Stories - Your ads appear in people's Stories on Instagram.
• Messenger Stories - Your ads appear in people's Stories on Messenger.

In-Stream video placement puts your ads before, during, or after other video content on Facebook.

These placement options include:

• Facebook In-Stream Videos - Your ads appear in Video on Demand and in the livestream of a selected group of Facebook partners if you choose.
• Instagram In-Stream Videos - Your ads appear in Instagram video content.
• Instagram Reels - Your ads appear in the Reels tab on Instagram.

You can also place ads in the Facebook Search results which would place your ads next to relevant Facebook and Marketplace search results.

In Messages you ads appear as messages with individuals you already have an existing conversation with in Messenger.

In-Article ads are placed in the Instant Articles within the mobile app.

Apps placements include:

• Audience Network Native, Banner and Interstitial (Classic) - Your ads appear on apps on Audience Network.
• Audience Network Rewarded Videos - Your ads appear as videos people can watch in exchange for a reward in an app (such as in-app currency or items).

Oculus is newer option and places your ads in the Store section of the Oculus mobile app.

These placements include:

• Oculus Mobile App Feed - Your sponsored VR app or Oculus Event ads appear as recommendations in the Oculus mobile app.
• Oculus Mobile App Search Results - Your sponsored VR app or Oculus Event ads appear in search results for relevant keywords in the Oculus mobile app.

As we said before, the placement of your ad is a core component in the cost of your ad and cost is definitely a consideration in most ad campaigns. Another thing to consider is that while Facebook and Instagram feeds placements tend to be the most expensive, they also tend to produce the highest volume of quality leads. The goal of your campaign should be matched to the placement that is going to be most cost-effective in meeting that goal.

If you're not seeing the return on your digital efforts that you want to, let's set up a time to talk about what your goals are and see how we can help.