The Evergreen Guide To Facebook Ad Optimization
Chapter 6
Optimizing Your Facebook Ad: Delivery and Placements
How to optimize your Facebook ads delivery and placements
What’s your advertising goal? To get the maximum amount of results at the lowest cost possible? Then you also need to know everything about Facebook ads’ delivery and placements optimization.Facebook ads delivery gives you additional control over how and when your ads get shown to the target audiences.
In Chapter 6 of the Facebook Ads Optimization Guide, we’re going to talk about just that!
- What is Facebook ads delivery optimization?
- What are the different ad delivery options?
- How to optimize your Facebook ads delivery?
- What’s the difference between Regular and Accelerated ad delivery?
- How to set up a custom delivery schedule?
- What are all the different Facebook ads placements?
All set? Let’s start then!
What Is Facebook Ads Delivery Optimization?
Facebook ads delivery optimization is used to help Facebook understand your ad campaign’s goals. Basically, you’re telling Facebook’s algorithms what your anticipated results are and who should see your ads.You can optimize your Facebook ads delivery in the campaign setup phase after you’ve set the budget.
For example, if you optimize your ad campaign for Conversions, Facebook will deliver your ads to the people who are most likely to convert after seeing your ad.
Types of Facebook Ads Delivery Optimization
Depending on your campaign objective, Facebook will let you select between different delivery optimization methods.
For example, when choosing the “Reach” campaign objective, you’ll get to choose between two ad delivery optimization methods: Reach and Impressions.
Up next, you’ll find a complete list of Facebook campaign objectives and the available ad delivery methods:
Campaign Objective: Brand Awareness
Delivery optimization options: Brand Awareness Reach
Campaign Objective: Reach
Delivery optimization options: Impressions Reach
Campaign Objective: Traffic
Delivery optimization options: Link Clicks Impressions Daily Unique Reach
Campaign Objective: Post Engagement
Delivery optimization options: Impressions Daily Unique Reach Post Engagement
Campaign Objective: Page Likes
Delivery optimization options: Page likes
Campaign Objective: Event Responses
Delivery optimization options: Impressions Daily Unique Reach [Post Engagement[/pill]Event Responses
Campaign Objective: App Installs
Delivery optimization options: Link Clicks App Installs]
Campaign Objective: Video Views
Delivery optimization options: Daily Unique Reach [Video Views
Campaign Objective: Lead Generation
Delivery optimization options: Leads Link Clicks
Campaign Objective: Conversions
Delivery optimization options: Link Clicks Daily Unique Reach Conversions Impressions
Campaign Objective: Product Catalog Sales
Delivery optimization options: Impressions Conversions
Campaign Objective: Store Visits
Delivery optimization options: Link Clicks Impressions Daily Unique ReachStore Visits
How to Optimize Your Facebook Ad Delivery
Facebook ad delivery optimization follows a simple logic: You should always optimize your Facebook ad delivery for the final goal. Most of the time, it means Conversions.Whenever you optimize your ad delivery for impressions, Facebook will do its best to deliver your ad to the maximum number of people for as many times as possible for your set ad budget. If you’re optimizing for link clicks, Facebook will show your ads to the target audience members most likely to click, etc.
The best practice is to choose a campaign objective that’s closest to your goal. In this case, you’ll be able to select the matching ad delivery method as well:
- If you want people to convert on your website, choose the Conversions objective
- If you want people to install your app, select the App Install objective
- If your goal is to collect new leads, choose the Conversions or Leads objective
- If you want people to download your eBook and become leads, choose the campaign objective of Lead Generation
Regular vs. Accelerated Ads Delivery
Here’s another advanced Facebook ads optimization tactic that you should be aware of: the Accelerated ad delivery. When creating a new Facebook ad campaign, you can select between two ad delivery types:
- Standard ad delivery
- Accelerated ad delivery
You can reveal both options by clicking on the “More Options” link.
What’s the main difference between the Standard and Accelerated a delivery?
When you select the accelerated delivery, Facebook will try to spend your full budget as quickly as possible, subject to your bid. This means your budget may be spent in full before your scheduled campaign end time, at which point your ad set will stop delivering.
The Accelerated ad delivery will get your ads displayed quicker. However, it might result in higher ad costs or cause a slowdown at the end of your Facebook campaign.
You might need the Accelerated delivery when promoting a time-sensitive (limited-time) offer. For regular campaigns, you can use the Standard option.
Optimizing Your Facebook Ads Delivery Schedule
Most advertisers leave their Facebook ads running 24/7, reaching their target audience regardless of the time or weekday. However, keeping your ad campaigns on a custom schedule is a good idea. One of the main reasons to do it is to decrease the Ad Frequency – people will see your ads less often, and won’t get bored with them so soon.You can set up a custom Facebook advertising schedule during the campaign setup process by checking the “Run ads on a schedule” checkbox.
Up next, you can select the weekdays and hours when you’d like to have your ads delivered. The scheduled hours are marked with a dark blue color.
Tip: We recommend using viewers’ time zone to let Facebook schedule your ads based on the different viewers’ time zone.
How to Optimize Your Facebook Advertising Schedule
Alright, now that you’re aware of the custom ad scheduling option, you’ll be able to only target specific weekdays and hours.But how will you know when’s the best moment to advertise?
To see which weekdays contribute to the most conversions at the lowest CPA, go to your Facebook Ads Manager reports and use the Breakdown menu to break down your campaigns by Day.
Now, you can see which weekdays resulted in most conversions at the lowest costs.
In AdEspresso, we have the Audience Inspector Tool which allows you to recognize the best-performing advertising times. This data allows you to quickly see exactly what hours of the day (in either the impression time zone or your ad account time zone) are performing the best, according to the KPI most important to you.
You can find the Audience Inspector reports under every single campaign, on their AdEspresso dashboard.
How to Select Your Facebook Ad Placement
Facebook ad placements are the platforms and networks where your ads get displayed. When advertising on Facebook, your ad placement has a huge effect on advertising costs.According to AdEspresso’s data, the cost-per-click can vary by over 550%, depending on your choice of ad placements.
Currently, as you can see in the image below, you have more than 10 different Facebook ad placements available:
- Desktop Newsfeed
- Mobile Newsfeed
- Right-hand Column
- Instant Articles
- In-Stream Videos
- Suggested Videos
- Marketplace
- Feed
- Instagram Stories
- Facebook Audience Network
- Native, banner and Interstitial,
- In-Stream Videos
- Rewarded Videos
- Messenger
- Home
- Sponsored messages
How to Optimize Your Facebook Ad Placements
To get a better understanding of how you should track and evaluate different Facebook ad placements, let’s have a look at an example.
In this first example, all three Facebook placements have an average cost per result of $3, Instagram placements have an average cost per result of $5, and Audience Network placements have an average cost per result of $1.
You’d get 9 results for $27 at roughly $3 per result overall.
What you may want to do is turn off the Instagram ad placement to spend a larger amount of your budget on the Desktop ad placement instead.
You can track and measure your Facebook ad results in the Ads Manager. To reveal your top-performing ad placements, log in to Facebook Ads Manager and use the Breakdown menu to break down your campaigns by Placement.
Based on the results, you can optimize your ad campaigns:
- Increasing your bids on the top-performing ad placements
- If an ad placement performs below the expectations, remove it from your ad set
Quick Recap
If you’re unsure which ad placements to use fo your first Facebook campaigns, here’s what Facebook suggests for every advertising goal:- Brand awareness: Facebook and Instagram
- Engagement: Facebook and Instagram
- Video views: Facebook, Instagram and Audience Network
- App installs: Facebook, Instagram and Audience Network
- Traffic (for website clicks and app engagement): Facebook and Audience Network
- Product catalog sales: Facebook and Audience Network
- Conversions: Facebook and Audience Network
You can start by testing these ad placements and later, based on the results you see in your ad reports, optimize your placements for higher ROI