Facebook is constantly improving the functionality of its Ads Manager to increase the effectiveness of the ad platform. After all, the more we marketers like what we see with our ads, the more we’ll keep advertising on Facebook!
If you want to improve the relevancy of your ads and improve campaign performance (who wouldn’t!) you should try Facebook’s new placement asset customization feature. By using this, you can easily tailor the format of each of your ad placements.
Let’s dig in and see how this works.
Platforms, Placements, and Customization
All placement options on Facebook, such as “Feeds” and “Stories,” sit under an overarching platform. Currently, the platform list looks like this:
- Audience Network
- Messenger
Under each of these platform choices, you’ll see a number of different placement options.
For example, under the Facebook Platform, you’ll find five different placement options: Feeds, Instant Articles, In-Stream Videos, Right Column and Suggested Videos.
Placements across Facebook, Instagram and Audience Network have different image and video requirements.
The new placement asset customization feature allows you to tailor your creative to the most effective format for your placement options.
Currently, you can use it for four different placements: Facebook Feeds, Instagram Feeds and Stories, Audience Network Native, and Banner and Interstitial (a fancy name for a pop-up ad.)
Making Life Easier for Advertisers
Before this new feature was introduced, you had to create multiple ad sets to assign the optimal image or video to each of your placements. This is because the optimal format for your creative depends on the placement.
For example, you might have a single image ad in your campaign that you want to run on both Facebook and Instagram. However, the optimal image dimensions on Facebook are 1200 x 628 pixels but on Instagram, they are 1:1 square ratio of 1080 x 1080 pixels.
The main benefit of using this new placement asset customization feature is that you now don’t need to create multiple ad sets or multiple ads. Your creative variations are all contained within a single ad.
How to Use the New Placement Feature
The new placement asset customization feature is located at the Ad Set level in the placement sections.
To see this option you need to click on “Edit placements”, as opposed to the default “Automatic placements.”
Just below the “Device types” option you’ll see the following hyperlinked sentence “Select all placements that support asset customization.”
Click it and it will automatically select all of the available placement options that use this new feature. You can now select the relevant placements to your campaign.
Once you’ve made your choice, move one level down the campaign hierarchy to the Ad level.
To do this, scroll to the top of your ad set and, in the far right corner under your ad set ID, select the ad option, which will feature the number…
