Choose Ad Placements - Facebook

Choose ad placements in Meta Ads Manager

The places where you can run your ads are called ad placements. Depending on the ad objective you choose when you create your campaign, your ads can appear on Facebook, Messenger, Instagram, WhatsApp, Threads and Meta Audience Network. Available placements are determined by your ad type and settings. Not all placements are available for every ad.

It is recommended that you choose Advantage+ placements (or Placements with Advantage+ on) for your ads because it allows our delivery system to try to make the most of your budget. However, you can also manually choose your own ad placements if you want your ads to appear in specific placements only. Learn more about the alternatives to excluding ad placements.

Before you begin

• Consider setting account controls for your ad account if your business can only advertise on specific placements. These settings are applied even if you're using Advantage+ placements.
• When eligible, you can get experimentally proven recommendations in opportunity score. Go to Account Overview to see your opportunity score and review and apply recommendations to help improve performance. Learn about opportunity score.
  • Note: Opportunity score is not yet available to all ad accounts. The score (including a high score) itself does not reflect your actual or future performance. Actual performance depends on many factors and your opportunity score does not guarantee performance.

Choose ad placements using the awareness, traffic or engagement objective

1. Go to Meta Ads Manager.
2. Click + Create.
3. Select Awareness, Traffic or Engagement as your ad objective and click Continue.Note: Remember that available ad placements depend on the ad objective selected. Learn more available ad placements and ad formats by ad objectives.
4. Complete the ad creation steps until you reach the Placements section for the ad set.
5. In the Placements section, you’ll find that Advantage+ placements is selected by default. Hover over Advantage+ placements and click Edit.
6. Select Manual placements.
7. (Optional) Hover over Devices and click Edit. Then use the dropdown menu to uncheck the box next to devices you want to exclude. All devices is recommended.
8. (Optional) Under Platforms, uncheck the boxes next to the platforms you want to exclude.
9. Under Placements, uncheck the boxes next to the placements you want to exclude.
10. Complete the rest of your ad and click Publish when you're ready.

Choose ad placements using the leads, app promotion or sales objective

1. Go to Meta Ads Manager.
2. Click + Create.
3. Select Leads, App promotion or Sales as your ad objective and click Continue. After you select an objective, you may see a campaign score on the right side of the page. Campaign score predicts how optimized your campaign is before publishing. You can review your campaign score and apply recommendations while drafting your campaign. Learn more about campaign score. Note: Remember that available ad placements depend on the ad objective selected. Learn more available ad placements and ad formats by ad objectives.
4. Complete the ad creation steps until you reach the Placements section for the ad set.
5. In the Placements section, you may see the Advantage+ on label and that the recommended setup is in place to help you create more opportunities. Click Show more settings.
6. (Optional) Hover over Devices and operating systems, click the Pencil icon and then use the dropdown menus to uncheck the box next to devices you want to exclude. Note: If you opt out of Mobile or Desktop devices, you’ll trigger Advantage+ off.
7. (Optional) Hover over Platforms, click the Pencil icon and then uncheck the boxes next to the platforms you want to exclude.
8. Hover over Placement controls, click the Pencil icon and then uncheck the boxes next to the placements you want to exclude. If you don't see a box, that ad placement is not available for your selected ad type or ad objective.Note: If you exclude a placement in any ad set, you’ll trigger Advantage+ off.
9. (Optional) Unselect or select Allow limited spend to excluded placements. This feature allows up to 5% of your budget to be spent for each excluded placement when it’s likely to improve performance. If you select Allow limited spend to excluded placements, you can click Manage excluded placements to allow limited spend for each individual placement.
10. Complete the rest of your ad and click Publish when you're ready.

For the ad placement Facebook in-stream video, your ads can appear in partner live streams. You can choose to exclude live streams from all partners in Ads Manager, for specific ads or campaigns, or in brand safety controls, for your entire ad account.Note: While we apply brand safety controls as effectively as possible, we can't guarantee that all content and publishers will be compliant or aligned with your unique brand safety standards.

You don't need to set up an Instagram account for your business to select the Instagram placement. Your Facebook Page can serve as the voice of your ad on Instagram.

Learn more

• Set account controls for your ad account
• Available ad placements for marketing objectives
• About the delivery system: placements
• About limited spend on placements

More in this section: Placements

Basics

About ad placements across Meta technologiesChoose ad placements in Meta Ads ManagerAbout asset customization for placementsAvailable ad placements and ad formats by ad objectives Preview your ad creative for placements

Create

Customize your ad creative for placementsAbout ad previews in Meta Ads Manager on desktopEdit an ad using asset customization for placementsUse stories templates

Best Practices

About Advantage+ placementsBest practices for using multiple languages with placement customizationBest practices for Advantage+ placements

Troubleshoot

Troubleshoot asset customization for placements

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