An ad placement is a spot where your ad can appear, such as the Facebook feed, Instagram Stories or the Reels tab. In Meta ads you choose placements per ad set, or let Meta choose them for you.
What Meta offers
Meta's placements page says your ads can appear on Facebook, Messenger, Instagram, WhatsApp, Threads and Meta Audience Network, and that the available placements depend on your ad type and settings. Not all placements are available for every ad. The page groups them like this:
| Group | What it covers |
|---|---|
| Feeds | Feed placements, including Facebook Marketplace |
| Stories, Status and Reels | Full-screen vertical placements, including Instagram Reels |
| In-stream ads for reels | Short ads shown to people watching reels |
| Search | Ads shown in search results |
| Apps and sites | Placements beyond Meta's own apps |
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Try for Free ($0 Trial)Advantage+ placements or manual placements
Meta recommends Advantage+ placements, because they let its delivery system try to make the most of your budget. Meta also states that adding more placements does not increase the cost of your ad.
Choose placements by hand when a creative only works in some of them, for example a vertical video that would look cropped in a feed. Each placement has its own size rules, so see Meta ad creative sizes and the safe zone guide before you restrict anything.
Example. A gym runs one ad set with Advantage+ placements and a vertical video. After two weeks, the placement breakdown shows Reels with the lowest cost per mille and the most results. The gym builds a second vertical video for Reels and keeps the first one running everywhere else.
In Madgicx. AI Marketer audits your Meta ad account and prepares recommended changes for you to approve.
FAQ
What are the Meta ad placements?
They are grouped into feeds, stories and reels, in-stream ads for reels, search, and apps and sites. Which ones you can use depends on your campaign objective and ad format.
Should I use Advantage+ placements or choose placements manually?
Use Advantage+ placements first, which is what Meta recommends. Switch to manual placements when you have a creative that only fits some of them, or results by placement show a clear gap.
Does adding more placements cost more?
No. Meta states that adding more placements does not increase the cost of your ad. The budget stays the same and is spread across more places.
Where do I see which placement performed best?
In Ads Manager, break your results down by placement. Compare cost per result across them before you cut any.
Related
- Related terms: Instagram Reels, Facebook Marketplace, Cost per mille (CPM)
- In depth: Facebook ad placements guide
Sources
- About ad placements across Meta technologies, Meta Business Help Center
