[accessally_course_navigation show_next='no' prev_button='Previous']

Clicks, Conversions, Clients Course > Module 8: Adv. Campaign Segmentation

[accessally_course_navigation show_prev='no' next_button='Next']
[accessally_course_navigation prev_button='Previous' next_button='Next']

LESSON DETAILS

[accessally_icon post_id="1924"]

[progressally_progress_text post_id="1924"]

LESSON PROGRESS:

[progressally_objectives post_id="2259"]

COURSE PROGRESS:

[progressally_progress_bar post_id="1924"]
[progressally_complete_button text="Mark As Watched" objective_id="1"]

LESSON OVERVIEW


Video 08: When to Use Auto vs. Custom Placements

  • In this video, we talked about when is it best to use custom placements vs automatic placements. Automatically the placements do very well for content under a minute long, especially since it's a video, it shows up on every placement, except for stories. If you have a 15-second video, you can run it on stories on automatic, and then you truly have fair representation on every single placement. If we're talking about imagery, if you set the automatic, sometimes it shows up on the audience network and it gets a lot of traffic and not much traction. So oftentimes with imagery, we customize the placements of where we want it to be.
  • Usually, it's the feeds but sometimes it's the marketplace, sometimes in messenger inbox, or instant articles. Maybe we don't want it on Instagram stories, especially for imagery that's not fit specifically for stories. We might take those out, but if it's a vertical image, we might set it to stories only. So you could see where we can customize those images to fit the placements more effectively. 
  • But if it's a video, we want it everywhere. We want it on every single placement to see what happens, with images we're going to customize it, take it a step further. What if we find that after testing these videos and images that Facebook newsfeed is performing the best or Instagram feeds performing the best or Facebook mobile is performing better than desktop. That's when you're going to customize. 
  • So if you see that a specific placement is just outperforming everything else and you don't want to waste any spend, that's when you customize your placements to fit the one that seems to be generating the best opportunity for you. After about five to $10,000 to spend, you could start to analyze whether or not it's worth doing. So I've gone as far as spending 50 or a hundred thousand dollars before we start splitting things off because automatic was doing so well. But in some cases, we just start with just the Facebook feed or just the Instagram feed based off our conversations with people, who've already been running ads in the, in the business or even with the client themselves. And if they have an older generation client, they're typically going to be on Facebook, if it's a younger generation client, they're going to be on Instagram.
  • So you can make those general statements from the very beginning of where you want to put your ads. So keep in mind, videos I like to start with automatic, especially if it's less than a minute. If it's more than a minute you can set it to automatic. But if it's an image customized from the beginning, decide on where you want it to go. Especially if it's, let's say a horizontal image, more than vertical, it's going to look weird on Instagram stories. So maybe create a vertical version that only runs on stories and then go from there.    
[progressally_complete_button text="Mark As Read" objective_id="2"]

LESSON DOWNLOADS


DOWNLOAD TRANSCRIPT

"Right-Click" the button below and select "Save link as..." to download this lesson's transcript in PDF format.

DOWNLOAD AUDIO

"Right-Click" the button below and select "Save link as..." to download this lesson's audio file in MP3 format.  

LESSON TRANSCRIPT


David (00:01):

Hey everyone. Welcome back in this video. We're talking about when is it best to use custom placements, right versus automatic placements. And quite honestly, this is very simple. Automatically the placements do very well for content under a minute long, especially since it's a video, it shows up on every placement, except for stories. If you have a 15 second video, you can run it on stories on automatic, and then you truly have fair representation on every single placement. If we're talking about imagery, if you set the automatic, sometimes it shows up on the audience network and it gets a lot of traffic and not much traction. And so oftentimes you might select custom or edit placements because you don't want your image to show up on maybe the Facebook marketplace or the video feeds or the audience network. And so oftentimes with imagery, we customize the placements of where we want it to be.

David (00:52):

Usually the feeds. Sometimes the marketplace, sometimes in messenger inbox, instant articles. Maybe we don't want it on Instagram stories, especially for imagery. That's not fit specifically for stories. We might take those out, but if it's a vertical image, we might set it to stories only, sorry. So you could see where we can customize those images to fit the placements more effectively. But if it's a video, we want it everywhere. We want it on every single placement to see what happens, image, we're going to customize it, take it a step further. What if we find that after testing these videos and images that Facebook newsfeed is performing the best or Instagram feeds performing the best or Facebook mobile is performing better than desktop. That's when you're going to customize. And that's after thousands of dollars in spend and obviously purchases and or leads or applications and how you're optimizing for your business.

David (01:44):

So if you see that a specific placement is just outperforming everything else and you don't want to waste any spend, that's when you customize your placements to fit the one that seems to be generating the best opportunity for you. So I would say that's best to do that. After about five to $10,000 in spend, you could really start to analyze whether or not it's worth doing. So I've gone. As far as some accounts have spent 50 or a hundred thousand dollars before we start splitting things off because automatic was doing so well. But in some cases, we just start out with just the Facebook feed or just the Instagram feed based off our conversations with people, who've already been running ads in the, in the business or even with the client themselves. And if they have an older generation client, they're typically going to be on Facebook only if it's a younger generation client, they're going to be on Instagram, primarily, sometimes Facebook too.

David (02:30):

So you can make those general statements from the very beginning of where you want to put your ads. So keep in mind video. I like to start with automatic, especially if it's less than a minute, it's more than a minute and you set the automatic, it's only going to run on Facebook anyway, right? But if it's an image customized from the beginning, decide on where you want it to go. Especially if it's, let's say a horizontal image, more than vertical, it's going to look weird on Instagram stories. So maybe create a vertical version that only runs on stories and then go from there. So that is my thoughts on automatic versus custom. And it's going to be dependent on your image and or video, but quite honestly, in most cases, you're going to customize.    

MY NOTES


[progressally_note note_id="1" allow_attachment="no"]
[accessally_course_navigation prev_button='Previous' next_button='Next']
[accessally_course_navigation prev_button='Previous' next_button='Next']

Copyright © 2020 Clicks, Conversions, Clients The Great Calling LLC | Convert ROI LLC  — All Rights Reserved.