Understanding the Significance of Facebook Ad Placement


With fleeting attention spans and increasing competition, the strategic placement of Facebook ads has never been more important. Well-placed ads maximize visibility and can enhance conversions for your brand. In this article, we’ll examine the different types of ad placements and how to diversify your ads for optimal results.

Importance of Strategic Placement

Successful ads beg to be seen and spark engagement. Getting seen is number one, but strategic ads encourage potential customers to learn more. This propels the user along the customer journey and leads to a conversion. When you get the placement right, you’re not just showing off your brand; you’re getting people excited to be a part of it.

Understanding Facebook Ad Placements

To begin placing your ads, go to Facebook Ads Manager, choose your objective, and go to the placement sections. You can select ‘Manual Placements’ and choose if you want ads displayed on mobile, desktop, or both. There are several different types of Facebook ad placements, so read on to see which types are suitable for your brand. Brands can also have multiple placements in different feeds without increasing the cost of the ad. 

Facebook Feed

These types of placements are present in the News Feed when you scroll on Facebook. Feed ads have a high click-through rate and are effective for those who need to become more familiar with your brand. These ads are often more effective for desktop users than mobile users. So, if you are targeting customers on a desktop, this popular ad placement choice may be an effective way to showcase your brand.

A computer displaying ads.

Instagram Feed

Ads on Instagram appear in a similar way to the Facebook feed, but only on mobile devices. Other than Facebook, Instagram is the most popular social media site, so showcasing effective ads on an Instagram feed can lead to high conversions for targeted users who are active on the platform.

An infographic displaying an ad on the Instagram feed.

Instagram Stories

Stories are a very popular option for Facebook ad placement. This format offers versatility because you can select between a video that plays up to 15 seconds, a photo that displays for 5 seconds, or a carousel of different images. Instagram stories are a good choice if your campaign will benefit from different formatting options.

Phones displaying ads for Adspace agency.

Audience Network

The Facebook Audience Network is a collection of approved applications and sites where brands can place ads. With this option, you can take your successful Facebook ads and showcase them on alternate platforms, such as gaming apps. In one example, Bombas, the successful U.S. sock brand, experienced a 20% increase in its return on ad spend when it incorporated the Audience Network into its campaign portfolio. 

The different types of ad on Audience Network.

Facebook Messenger

As the name suggests, these ads are placed in the Facebook Messenger app. Above your messages, targeted ads will appear for a user. If you want to retarget a section of your audience, this placement is great for reaching a narrow audience. These placements are more effective for middle-of-funnel potential customers than those unfamiliar with your brand. 

An infographic displaying Facebook messenger ads.

In-Stream Videos

In-stream ads on Facebook are short video advertisements that appear within video content on the platform. Usually, these videos play during ad breaks or video pauses. With in-stream ads, businesses can effectively capture the attention of viewers and drive conversions within the context of their video viewing experience.

An infographic showing in stream video ads on Facebook.

Right Column

Right-column ads appear on the right side of the screen as a user scrolls on their desktop device. These ads are only present for desktop users. Right-column ads are not as popular because they are limited to desktops, but they can successfully retarget potential customers. If a user has items in their cart, right-column ads can work effectively to push them through the conversion funnel and finalize purchases.

An infographic displaying Right column ads for Facebook.

Diversifying Placement for Reach

If you want to cast a wide net and get as many eyes as possible on your ad campaigns, using several different types of Facebook ad placements is essential. By spreading your ads across in-feed, stories, and the sidebar, you’re covering more ground and reaching people where they hang out the most. By diversifying your ad placements, you tailor your message to fit different contexts and audience segments. 

Mobile Optimization: Reaching Users on the Go

Many users may only see your ads on their mobile devices, so it’s essential to tailor your ads for mobile optimization. This means editing your video ads or photographs to present well on a mobile device. You will want to use a square or vertical ratio because it’s the natural way people hold their devices. Creating vertical videos also performs better than horizontal videos.

Once you optimize the orientation of your mobile ad, ensure that it has a strong brand message and unique brand features early in the video. By meeting users where they are—on their phones—you’re resonating with them in a way that feels natural, seamless, and effective.

Campaign Goals and Ad Placement

Choosing the right ad placement is all about matching your campaign goals with the right platform. Let’s go over some of the most common ad placements and where they might be effective. 

  • Brand awareness: If you are targeting the top of the funnel, utilizing Instagram and Facebook feed ads provides giant billboards to spread awareness of your brand to potential customers. Audience Network also extends your brand’s reach beyond Facebook and Instagram, increasing visibility.
  • Lead generation: For lead generation, Facebook Messenger provides a unique opportunity through personalized conversations in Messenger ads. Similarly, Instagram Stories offer a dynamic platform for lead generation efforts, with full-screen ads captivating users’ attention and prompting action through interactive elements like polls or swipe-up links
  • Conversions: Right-column ads on Facebook can be effective for conversion-focused ad campaigns, particularly for retargeting efforts for users at the bottom of the funnel. While they may have lower engagement rates than News Feed placements, right-column ads can serve as a reminder or reinforcement of the brand or product.

Ad Placement Testing: A/B Testing Iterative Improvement

It’s important to remember that not every ad placement will be a success. It often takes brands several variations to find an effective placement, so A/B testing is a must. This type of testing is an iterative process that lets advertisers experiment with various placements to pinpoint the most effective ones for their target audience and goals.

Here’s how it works: advertisers create multiple versions of an ad, each featuring a different placement, such as the News Feed, Stories, or right column. These ads are presented to various segments of the target audience. This allows advertisers to compare their performance and determine which placement generates the best results. Over time, A/B testing helps advertisers fine-tune their placements and achieve better results with each iteration.

Future Trends in Facebook Ad Placements

Because ad placement is continuous, it is essential for brands to stay on top of trends. With up-to-date trend information, brands can evolve rapidly to maximize their impact on Facebook and other popular platforms. 

Video Advertising Remains Dominant

Long and short-form videos are poised to maintain their popularity among advertisers on Facebook. Videos allow brands to convey comprehensive narratives and craft visually captivating content that guides users through the conversion journey. Videos have become the primary content format across many social media platforms, and this trend is expected to continue for the foreseeable future.

An Adspace CTA.

An Increase in Shoppable Ads

Over its tenure, Facebook has improved many of its social shopping features. This has blurred the lines between online shopping and social media, which is an effective tool for advertisers looking to increase their conversion rates. Facebook Shops, introduced in 2020, allows businesses to sell directly within the Facebook and Instagram apps. 

User-Generated Content Reigns Supreme

The popularity of influencer-style direct-to-camera videos has transcended TikTok and is becoming an increasingly popular tactic on other platforms. The proliferation of hashtag challenges, user trends, and viral audio tracks originating from TikTok underscores its influence on platforms like Facebook and Instagram.

Additionally, incorporating user-generated content (UGC) into ad campaigns helps humanize brands and create emotional connections with potential customers. Today, authenticity is the name of the game, and brands need to adjust their approach to amplify their messages genuinely. 


Tailoring ad formats to match specific objectives—whether for brand awareness, lead generation, or conversions—is essential. Advertisers can maximize their campaign impact by exploring various placements, such as in-feed ads, stories, and user-generated content. Keep experimenting with different formats and stay informed about best practices to achieve optimal results on Facebook. For expert guidance on your advertising journey, consider contacting a Facebook ads agency like Adspace for further information.

A woman at a computer.

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