Oct 16, 2018 - 08:45 AM
Oct 18, 2018 - 07:47 PM
As for placements, if you have a small budget, choose "automatic" and let the algorithm decide. If your budget is significant, focus more on FB feed and Instagram feed. Separate the two on ad set or campaign level. Consider additionally segmenting by desktop and mobile as well. TEST IT.
Desktop CPMs are higher than mobile but CVRs are higher too. Same goes for FB vs Instagram. FB CPMs are higher, but CVRs are generally higher as well (for most products). That said both can perform well. If you selling apparel or cosmetics and your primary customer base is female, you could go a bit heavier on Instagram.
Bottom line - test everything, including other placements.
When you look at reporting though, make sure to add columns for click only attribution. By default, FB dashboard will be showing you clickthrough + view-though. Chances are that a lion portion of conversion you'll see will be view-through. In the world of modern advertising view through attribution is still somewhat questionable (even more so with Facebook Ads). Not that I'm a hater of view-through but a rule of thumb is to make sure that your economics (CPA, ROI, ROAS) work on a clickthrough basis alone. That's what you need to judge your placement performance by.