How ad placement can influence a campaign’s success

Mariana Machado
October 12, 2020

When creating an online campaign, keep in mind that ad placement is as important as the ad creation itself. No matter how good your ads are, if they’re not placed correctly, chances are your potential clients won’t see them and, therefore, they won’t produce the results you expect.

To help you make the most of your campaigns, we’re breaking down some tips and tricks for you to remember when deciding where to place your ads.

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Photo by Mario Calvo on Unsplash

Choosing the best networks

We’ve said it many times before, but we’ll say it again: knowing your audience is the first step to your campaigns getting good results. By knowing who you want to reach and who you’re trying to attract, it will be much easier to decide where your ads should be placed.

For example, if you’re trying to attract teenagers, there’s no point in advertising on Facebook. Instead, you should invest your budget in creating awesome videos and unique assets to place on Instagram and Google. Why? Because, to begin with, most teenagers don’t even have an account on Facebook, or don’t use it if they do. Instead of spending your time and effort there, you should focus on where they are.

Another great tip to consider is to fight the urge to be everywhere. Experience tells us that sometimes people tend to start advertising on every platform to maximise their audience reach. However, by doing so, they end up getting worse results than they would if they took the time to analyse their audience and chose the right networks.

That said, once you know who your audience is and which networks you’ll choose, it’s time to think about which type of ads you need.

Selecting where to place the ads

Once you’ve selected the networks you’ll be advertising on, start thinking about where on those networks you’ll post them. For example, if you’re considering advertising on Instagram, will it be a stories ad or a feed ad?

The same goes for Google. Do you want to place your ad at the top of search results, in the sidebar, in Gmail? There are many options, each with its particular set of characteristics and average prices. You should think about your product and your audience to see which one makes more sense for your business.

Also, keep in mind that different campaigns may require different placements, meaning you should do this for each campaign you create. At the same time, you should also try different placements to see which ones work best for you, especially if you don’t see the results you expect.

Sometimes changing the ad placement can make a big difference. Before cancelling your campaign, try changing its placement or replicating it on another network.

Adapting all assets to the placement

Lastly, after you choose where to place your ads, don’t forget to adapt your assets to each of the networks. This is very important as each has its specific requirements and, depending on the placement you choose, you may need to resize images, create different ad copy or even try a video instead.

Using the previous Instagram example, your ad’s assets will be different if you choose to place it in the stories or the feed. If, for instance, you choose stories, you’ll need a 9:16 vertical image and probably not that much text. However, if you opt for a feed ad, that format won’t work, and you’ll have to come up with some ad copy.

No matter which placement you choose, you should always check for specific requirements and see some examples to make sure that’s what you want.
Once that’s done, it’s time to create your assets, get your ads running and start seeing some results.

If you’re not sure about which assets you should select, check out this article. Also, if you use our platform, we’ll select the best placement for your ads automatically and help you create ads tailored to each network.

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