Advertisers love to manually select placements instead of using Formerly known as Automatic Placements. When you utilize Advantage+ Placements, Meta will automatically optimize which placements are used and when to get you the most results for your budget. More. If you’re optimizing for a conversion when you do this, you’re likely increasing your costs.
Let me explain…
You’ve chosen a conversion as your The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More, so that’s Meta’s entire focus. Meta will use a mix of placements based on costs and effectiveness to help you get as many of those A conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More as possible. If a A placement is a location where your ad is shown. Examples include Facebook’s mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More isn’t contributing to more conversions, it will be used less.
I know, you think certain placements just don’t work as well. This is true. But Meta is way better and faster than you are at reacting to the effectiveness of placements and how they contribute to your results for a single An ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More.
By manually selecting placements, ou’re giving yourself way too much credit.
The only time you should manually select placements is when Meta can be misled by surface-level results and you’ve told Meta that you want those results. This can absolutely happen when optimizing for The link click metric measures all clicks on links that drive users to properties on and off of Facebook. More, Landing Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More, and ThruPlay.
It happens because certain placements are prone to generating lots of low-quality actions. You’ve told the algorithm that you want those actions, and the algorithm doesn’t know the difference whether they’re high or low quality.
But you don’t need to worry about low-quality sales, and no placement would be susceptible to that. So use Advantage+ Placements in those cases and let Meta do its thing.
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