Choose the right ad slots

Facebook gives you the opportunity to choose where your ads will appear on users' pages.

In the right column. This is a traditional par excellence format, to the right of the news feed. This position offers better cost-per-click. An explicit value proposition, a well-placed CTA, relevant content and an eye-catching visual support for the effectiveness of Facebook advertising campaigns are located in this way.

In the news feed. This is the most effective placement because ads are displayed directly in the user's feed and attract attention. Because they are similar to standard ads, they are generally less perceptibly perceived - which usually increases the potential clicks.

But be careful: this site has a high match rating. Please note that this position exists on two levels: desktop and mobile.

In the instant articles. Ads are shown in photos of mobile devices (Facebook and Messenger apps).

In embedded or suggested video. Facebook video ads can appear in two places: real-time video, on-demand video, or between videos offered by the network.

On the market. It is especially useful for shopping sites to show ads on the Facebook market (on the mobile app homepage or while browsing).

Your ads on Facebook may also appear elsewhere than Facebook. This is called advertising. With this option, they appear on Instagram (in the news feed or in Stories), Messenger (in the home tab or in the form of sponsored messages), or on many websites and mobile applications from the Audience Network (banner, native or formats)

Note that the default "automatic placement" feature in Facebook. But you can choose your own top priority investments, especially to remove what's not working (after a few days of the campaign). Example: As the Audience Network is the placement that offers the lowest CPC, Facebook aims to make it an average diffusion majority. The problem is that these investments are often unprofitable. You can fix it after several attempts, if it does not suit you.

Use custom audiences:

Custom audiences may be targeted to people who know (or already come in contact with) your company online. From various sources (your own customer lists, commitment, website traffic, Facebook mobile app ...), you create your own personalized audience that you can target specifically to your Facebook ads.

The more targeted your ads, the more likely you are to reach the right people, the more likely they are to click on your links. This will increase your click through rate, as well as the relevancy of your ads, and so on.

From a personalized audience, you can also create a similar audience, that is, an audience similar to those who are already in contact with your company on the net. This option provides even more effective targeting: based on several criteria, you send your messages or suggestions to users who, because they have a profile close to your existing clients (for example), can be more easily converted.

Choose your ad type:

One of the strengths of Facebook ads is the variety of available publishing formats. Technically, you can do whatever you want. Some of the most relevant examples are:

-Sponsored publications (already existing organic publications promoted through advertising).

-Photo advertisements (ideal for tempting users with attractive visual effects).

-Advertising in video format (which attracts more and more users: more than 8 million are observed daily (source).

-Multi-product advertising, in the form of a carousel (the selection of several products, services or publications in one advertisement, with the possibility of the user to click on individual links).

-Target local ads (to target potential customers to your physical store in a particular area).

-Proposals (Promotions targeted to Facebook promotional offers only).

-Re-targeting ads (which "follow" people defined in their web-based course). They work in the network of audiences.

-Promotion of events (in particular to promote the event).

-Dynamic ads (inspired by Google Shopping, they display the most relevant product / service according to the users who view them).

-Showing mobile ads (which send the user directly to the store where they can download the program that is the subject of the ad).

Note that each of these formats has the benefit of targeting a specific audience.

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