FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
TIP #8: AD SET BY PLACEMENT
I’m a big believer in Facebook’s auto-optimization. Give Facebook an objective, and let them bid accordingly to reach the right people in the right
places to get that objective.
That applies to placement, too. I usually will create one ad set for all placements and allow Facebook to distribute impressions how they see fit —
not necessarily evenly between desktop news feed, mobile and right column.
However, that’s not always the best approach. I found that for my experiment in particular, where I chose to create a different ad set for each
placement.
OPTIMIZATION AND VIEWING PERFORMANCE BY PLACEMENT
Let’s say that you are looking to spend $10 per day to get clicks on your link. You are targeting a broad group of people (we’ll say at least
50,000), so your primary goal isn’t to reach everyone but to get as many of those link clicks as you can.
In this case, you should optimize for Clicks to Website. And given your low budget (you’ll never get close to reaching all 50,000 of those people
with $10 per day), there’s no good reason to water down your results by splitting it up into three different ad sets.
Many (maybe most?) advertisers don’t realize this, but if you create one ad set for all placements, you can still view performance by placement
within your custom ad reports.
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