Do THIS And Facebook Ads Will LOVE You!

This video is about the changes in Facebook's ad delivery process and the recommendation for which placement options to use in Facebook ad campaigns.

This video by Ben Heath was published on Jun 7, 2023.
Video length: 08:49.

This video discusses the recent changes in the Facebook ad algorithm and how it affects ad placements.

The speaker explains that Facebook is pushing advertisers to use Advantage Plus placements, which include all placement options, in order to maximize ad inventory and revenue. The speaker also shares a case study where a client saw a significant increase in cost per conversion after turning off certain placement options.

The video emphasizes the importance of using Advantage Plus placements to reach a wider audience and suggests that advertisers should carefully consider the impact of these changes on their campaigns.

• Facebook's ad delivery process is changing.
• There is a new default option called Advantage Plus placements.
• Facebook is making it more difficult to select manual placements.
• Facebook is recommending Advantage Plus placements to maximize budget and reach more people.
• Facebook wants advertisers to use all placement options to fill up ad inventory.
• Advantage Plus placements allow you to reach prospects in different places where they show up.
• Using Advantage Plus placements ensures you don't miss out on different types of people based on their behavior within the app.
• Advantage Plus placements are recommended most of the time.
• Using Advantage Plus placements has become more important.
• It is important to reach prospects as frequently as possible in different placements.
• A client saw a 42% increase in their cost per conversion after turning off placement options that contributed a small percentage of their overall impressions.
• They initially used Advantage Plus placements and later decided to focus on the placements that generated the most impressions.
• Turning off other placement options resulted in a negative impact on their cost per conversion.
• Mathematically, it doesn't make sense that turning off low-contributing placement options would increase costs.
• This example highlights the importance of using Advantage Plus placements.
• Advertisers need to assess whether Facebook's recommendations benefit them or Facebook.
• Facebook's recommendations are self-serving as they want to fill up ad inventory and make more money.
• Using Advantage Plus placements can benefit advertisers by reaching more people and maximizing budget.
• Advertisers should consider their specific scenarios and goals when deciding on placement options.
• It is important to evaluate the impact of different placement options on campaign performance.

Do THIS And Facebook Ads Will LOVE You! - YouTube

Facebook's Ad Delivery Process is Changing

• Facebook's ad delivery process is changing.
• There is a new default option called Advantage Plus placements.
• Facebook is making it more difficult to select manual placements.
• Facebook is recommending Advantage Plus placements to maximize budget and reach more people.
• Facebook wants advertisers to use all placement options to fill up ad inventory.

Importance of Using Advantage Plus Placements

• Advantage Plus placements allow you to reach prospects in different places where they show up.
• Using Advantage Plus placements ensures you don't miss out on different types of people based on their behavior within the app.
• Advantage Plus placements are recommended most of the time.
• Using Advantage Plus placements has become more important.
• It is important to reach prospects as frequently as possible in different placements.

Example of the Impact of Placement Options

• A client saw a 42% increase in their cost per conversion after turning off placement options that contributed a small percentage of their overall impressions.
• They initially used Advantage Plus placements and later decided to focus on the placements that generated the most impressions.
• Turning off other placement options resulted in a negative impact on their cost per conversion.
• Mathematically, it doesn't make sense that turning off low-contributing placement options would increase costs.
• This example highlights the importance of using Advantage Plus placements.

Do THIS And Facebook Ads Will LOVE You! - YouTube

Assessing Facebook's Recommendations

• Advertisers need to assess whether Facebook's recommendations benefit them or Facebook.
• Facebook's recommendations are self-serving as they want to fill up ad inventory and make more money.
• Using Advantage Plus placements can benefit advertisers by reaching more people and maximizing budget.
• Advertisers should consider their specific scenarios and goals when deciding on placement options.
• It is important to evaluate the impact of different placement options on campaign performance.

When to Use Advantage Plus Placements

• Meta rewards advertisers for using Advantage Plus placements.
• Advantage Plus placements result in lower cost per thousand impressions (CPMs) and cheaper ads.
• Highly engaging ad creative is favored by Meta and leads to lower CPMS.
• Advantage Plus placements should be used for sales campaigns, lead campaigns, conversion campaigns, and app install campaigns.
• Conversion-based campaign objectives should make up about 90% of all campaigns.

When Not to Use Advantage Plus Placements

• If you are not using a conversion-based campaign objective, such as traffic, it is not recommended to use Advantage Plus placements.
• Audience Network placements may result in cheap clicks, but they tend to be accidental and of poor quality.
• If you cannot track conversions, it is not necessary to use Advantage Plus placements.
• For non-conversion-based campaign objectives like awareness or engagement, be cautious about where your ads show up.
• Omnipresent content campaigns using the reach or awareness objective may not require Advantage Plus placements.

Watch the video on YouTube:
Do THIS And Facebook Ads Will LOVE You! - YouTube