marinsoftware.com Developing a Successful Marketing Strategy with Instagram Stories 7 Facebook’s algorithm knows—based on your targeting parameters and objectives—which placements it should deliver to. It finds pockets of efficiency based on its back-end predictive algorithms to give you the highest possible ROI. Every placement is an opportunity to connect with your audience. In the early days of Facebook, ad placements were only in the News Feed. Since then, Facebook has constantly innovated to give advertisers more opportunities, adding ad placements to Instagram Feed, Stories, Messenger, and Audience Network. Since Facebook constantly rolls out new ad inventory in new placements, they strive to simplify the buying experience and deliver the best ROI. Automatic Placements rises to this challenge, providing ad objective and targeting options in Ads Manager for maximum effectiveness. Facebook’s delivery system does the rest. To ensure maximum reach and the most efficient ROI, be sure to stay opted in to Automatic Placements for your Instagram Stories ads, across all placements. Asset Customization As Facebook continues to roll out new placements across its properties, leveraging Automatic Placements will make it easier for advertisers to optimize to the best placements. However, it’s important to test and learn to identify the best placement strategy. In Ads Manager, placements are initially automatically selected. You can then go through these and customize creatives or specific placements depending on your goals. Why customize creative across placements? Since each placement has its own unique consumer behavior and interaction behavior, you may want custom creative for Instagram Stories, but also run Automatic Placements for the best ROI. To meet this need, Facebook introduced asset customization. Once you’ve selected all of Facebook’s placements in Ads Manager, you can also enter bespoke, unique creative for Stories that includes items like stickers, emojis, or overlays that are native to the platform. You can also add custom creative for Instagram, Facebook News Feed, Stories, etc., and compare performance. Asset customization is a powerful tool that allows you to easily select different placements, assign a unique creative for each one, and then test and learn. It drives better performance and delivery based on creative best practices for a given placement. increase in lift 2.1 x lower cost per conversion 71 % more reach 70 % The Impact of Automatic Placements Source: Facebook (https://www.facebook.com/business/help/196554084569964?id=369787570424415)