In brief
With Advantage+ placements, Meta spreads delivery across Facebook, Instagram and partner networks. Value rules adjust the bid for certain segments.
Why it matters
The more placements there are, the more cheap results Meta can find. But the same creative does not look good everywhere: the format must adapt.
The main settings
- Advantage+ placements: Meta chooses the most profitable placements.
- Manual placements: you tick the placements yourself.
- Value rules: they give more or less weight to a segment by adjusting the bid.
- Multi-advertiser ads: your ad may be shown with others in the same unit, and the visual may be cropped.
A concrete example
An online shop uses a vertical video. With automatic placements it appears in Stories and Reels, where it fits well, but also in formats where it is cropped. The preview by placement lets you spot the gaps before publishing.
Pitfalls to avoid
- Using a square visual everywhere: it will be badly cropped in Stories or Reels.
- Piling up value rules without data to justify them.
- Forgetting to check the preview in each placement before publishing.
Key takeaways
- Automatic first, manual only if a specific reason justifies it.
Practice in TRIALO
Create two identical ads, one with automatic placements and one limited to the feed. Compare reach and cost.