Advantage+ PlacementsFormerly known as Automatic Placements. When you utilize Advantage+ Placements, Meta will automatically optimize which placements are used and when to get you the most results for your budget. More is on by default, which makes all placements available.

The algorithm will make adjustments to placementA placement is a location where your ad is shown. Examples include Facebook’s mobile Feed, Messenger, Instagram feed, Audience Network, right-hand column, and more. More delivery based on performance. But you have the option to remove placements.

Should you remove placements? If so, when?

When to Remove Placements

If you’re looking for some super complex placement strategy, you’re going to be disappointed. This is much simpler than most advertisers think.

I almost always leave all placements on. Since the algorithm will make adjustments in real-time to make sure you get the most results for your budgetA budget is an amount you’re willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More, you’re unlikely to waste lots of money on placements that don’t perform.

The only time you should remove placements is when there’s a weakness due to the optimization that leads to lower quality. If you optimize for link clicks or landing page views, you probably know exactly what I mean.

Audience Network is a known source of low-quality clicks. The source of this is a combination of accidental clicks, bots (before they’re detected), and click fraud (before it’s detected and you’re eventually refunded).

But, removing Audience NetworkAudience Network is a network of mobile apps that have been approved to monetize their apps with ads. This is how you can show your Meta ads to people while they are away from the Meta family of apps. Audience Network and associated groups are among your placement selection options in the ad set. More doesn’t necessarily solve the low-quality click problem. It just makes it a little better.

If you optimize for ThruPlay, Audience Network Rewarded Video could inflate your views, too. This placement rewards users of an app with virtual currency or something else in exchange for watching videos. If you breakdownBreakdown is a way to get insights into your ad performance related to time, delivery, action, or dynamic creative element. More your results by placement, you might see more ThruPlaysThe number of times your video was played for at least 15 seconds or to completion. More than people reached — but these people don’t do anything else.

These are issues to avoid by removing placements. But I never optimize for link clicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More or landing page viewsLanding Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More now, and I rarely optimize for ThruPlay.

All Placements for ConversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More

If you optimize for conversions, there just isn’t a risk of a placement leading to low-quality results. You’re not going to get low-quality purchases from AudienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More Network. Your ads may not get shown there at all. The algorithm adjusts if you aren’t generating the results you want as defined by your performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More.

It doesn’t mean that you won’t ever get low-quality leads or other results, but it’s unlikely to be because of a weakness with a placement.

That’s what I do. How do you approach placements?