A Facebook ad set houses your audience targeting, budget, bids, and placements. Although each element plays an integral role in optimizing towards your campaign goal, integrating placement strategy into your campaigns can significantly improve efficiency.
In a sense, a placement should be thought of as its own channel. Each has its own purpose and advantages/disadvantages and typically produces unique performance results. Segmenting placements into their own ad set allows you to have the most control over this performance through budget adjustments and two strategies I’ve included below.
Mobile News Feed vs. Desktop News Feed
The first strategy is pretty much mandatory: split out mobile and desktop News Feed placements. The following distinctions between the two almost always apply, and you have to keep them in mind:
Test – Analyze – Repeat
It is important to consistently analyze your placement performance to incorporate those insights into your advertising strategy. A great way to do this is to use the “Breakdown” option in Ads Manager. Not only can you segment your data by placement, but you can also break out performance by platform and specific devices.
If you want to take your analysis one step further, label each ad set with its corresponding placement. Then, once you download a breakdown (like Age & Gender), evaluate placement performance for specific ages and genders by pivoting out the data. This is a great way to identify specific insights and high-performing demographics to incorporate into your audience strategy. Although there are general placement performance trends, it is important to segment, test, and analyze the data to identify what works best for your business.