Ad Placements and Delivery Optimization in Facebook Ads 

Ad Placement

 Ad placements s are the places on Facebook, Instagram, Messenger, and Audience Network where your ads will be shown to your targeted audience.


In Ad Placement, you as an advertiser have two options advantage+ Placements and Manaual Placements.


In ad Advantage+ Placement Facebook decides upon which placement your ad will show which may be Facebook News feed, video feeds, right column, In-Stream Videos, Stories, Market Place, Search, feeds, stories, explore, inbox, stories, sponsored message.


On the other hand, In manual placement, you will decide where your ad will be shown to people. You can choose placement manually where you want to show your ad. According to meta, there should be a minimum of 4 placements.


Now here is a question whether you should use manual placement or automatic placement so I will suggest you test Advantage+ Placement and then analyze which placements are getting good results and then optimize your ad according to these placements. As we are discussing testing here I want to share with you that Facebook is all about testing. Test, Observe and Optimize is the formula of success with Facebook ads.








Optimization for Ad delivery 



In Facebook ads, every campaign has an optimization option at the ad set level for ad delivery, which simply means for which specific action we want our campaign to optimize which may be linked clicks, landing page views, 2-second video views, thru play, impression, daily unique reach, conversion, value, etc.

Every Meta ad campaign has different optimization options for ad delivery. Let's discuss them.


Awareness campaigns have the reach, impressions, ad recall lift, Thru Play, and 2-second continuous video views.


Traffic campaigns have link clicks, landing page views, impressions, and Daily Unique reach optimization options for ad delivery.


Engagement Campaign has Thru Play, 2-minute continuous video views optimization options for ad delivery.


Lead campaigns have Conversion, Landing Page Views, Link Clicks, Impressions, and Daily Unique Reach.


App promotion campaigns have Value, App Install, App events, and Link Clicks optimization options for delivery.



Sales Campaigns have Conversion, Landing Page views, Link Clicks, impressions, and daily unique Reach optimization options for delivery.



Now when you optimize your campaign for landing page view then Facebook will show your ad to those people who are more likely to go to your landing page. That's it. There is no guarantee that they will perform the desired action on that specific landing page. Here I want to share with you that Facebook tracks every activity a user performs on Facebook so by using this data Facebook makes a profile of that person and shows him/her the ad which is relevant to his interest and behavior. For example, if a person clicks more ads then Facebook shows him/her the ad for which the advertiser has set the optimization goals of Link Clicks. That was all about optimization for ad delivery. So from now choose carefully your optimization goals for ad delivery because Facebook will optimize that specific ad set for that particular optimization goal. Now let me make it more simple for you if you want to make more sales then choose conversion, if you want more leads then also choose conversion, if you want more traffic to your websites then choose Landing page views and if you want to reach as many people as possible then choose reach.

If you still have any confusion then you are free to ask me anything.