With the roll-out of the Ad Launcher, we are bringing the support for Placement Asset Customization. This new ad setup makes it easier and more efficient to run Facebook ads across all possible placements. Read on if you want to learn more about this feature.
Challenges of Stories Ads Adoption
Stories inventory is growing incessantly. 1 billion Stories are shared every day across all Facebook apps. 500 million open Stories daily just on Instagram (as of Q1 2019). Now with Placement Asset Customization, you can efficiently tap into that inventory. It lets you control the placements in which your creatives are shown. Up until now, you had to choose either to:
Select Stories only placements for a 9:16 creative and accept that your ad sets would suffer from limited data availability
Run a 9:16 ad inside of an auto-placement ad set and risk that it will be shown cropped in other placements as well
Use non 9:16 creatives across all placements and experience low delivery and performance in Stories placements, because the creative was not native to the Stories environment
None of the scenarios above is ideal and as a result, a lot of advertisers have opted out of Stories ads altogether. That doesn’t need to be the case from now on.
Placement Asset Customization Basics
The new way of making Facebook and Instagram ads is all about bundling different creatives together and specifying rules on when these creatives should be used. The way we have implemented this in Ad Launcher is that it lets you fill two slots - one for square asset and the other for vertical asset. The vertical asset will be used in all Stories placements (Facebook, Instagram and Messenger) and the square asset will be used as a default in all other placements.
Both of these assets will behave as a single combined ad unit. Their delivery and insights will be aggregated together. This way, you don’t have to compromise between different formats and the ad will have data from all the placements attached to it.
Embracing Automatic Placements
The Placement Customization setup draws a clear functional line between ad sets and creatives. All the targeting decision making is happening on the ad set level without questioning the creative format. Then only once the ad wins the auction, it makes sure to apply the correct creative depending on where the impression is happening. Before, advertisers were opting-out of placements based on the type of their creative, which is no longer necessary.
The point of automatic placements is to enable ad sets to participate in the widest selection of auctions. That lets the algorithm bid for impressions in the right place and time, resulting in cheaper conversions overall. Opting out of an expensive placement doesn’t bring you more of the profitable impressions. That will only force Facebook to bid for the more expensive auctions in other placements instead. It will either raise overall prices of the well-performing placements or it will move delivery onto the next worse placement.
In general, opting out of an expensive placement results in buying even more expensive impressions across the ecosystem.
Instead of opting out, think about the audience and browsing habits on that particular placement. Then craft a creative that strikes close to their heart. If you manage to get the attention, your action rates will go up and the placement will bring better results and better costs.