Level: Beginner
A single campaign can serve ads across several distinct placements — feed, stories, search results, partner sites — and performance often varies dramatically between them.
Automatic Placements Aren't Always Optimal
Letting a platform choose placements automatically is convenient, but it can spread budget across placements that perform very differently for your specific offer.
Review Placement-Level Performance Regularly
Breaking down results by individual placement often reveals one or two placements driving the majority of results, with others quietly underperforming.
Different Placements May Need Different Creative
An ad format built for a vertical, full-screen story placement rarely performs as well when the exact same asset is squeezed into a small feed placement.
Next step: Use the Sales Letter Writer to make sure you have creative variations suited to your different placements, rather than forcing one piece of copy or one asset to work everywhere it's shown.