Introduction
Publishers and advertisers alike are familiar with the ins and outs of the Facebook Feed, but are you aware of the other opportunities within this social media giant?
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Why analyze Facebook Placements?
When you know how to attribute your revenue to the specific campaigns that drove the most profitable audiences, you have the power of revenue attribution which allows you to maximize your current efforts and constantly search for more placements to optimize and test.
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The PubPlus Lab
Our in-house team dedicated to recognizing opportunities and trends, has made some groundbreaking findings on the different capabilities available within Facebook. Several impactful placements have been flying under the radar and we are excited to share our discoveries.
An in-depth look at the
4 main Facebook placements
facebook_feed
facebook_ic Facebook Feed
The Feed is the most common placement, consisting of a constantly updating list of stories on the homepage. This placement is algorithm based taking into account the inventory, signals, predications, and relevancy scores.
instagram_feed
instagram_ic Instagram Feed
The Instagram Feed is a visual-centric placement, so it’s critical that publishers use high quality and engaging content to fulfill users’ expectations. Publishers can use either Instagram placements or Automatic Placements (recommended).
instant_articles
instant_ic Instant Articles
Instant Articles are hosted on the Facebook server allowing the content to load 10x faster than a normal feed article. This enhanced reading experience is increasing in popularity but still competes with video for prioritization.
story_mix
story_ic Story Mix
The Story Mix, in the form of short videos, includes: Facebook Story, Instagram Story, and Messenger Story. Content on the Story placements need to be tailored for each platform and targeted to the younger-skewing audience.
Placement performance insights extracted from our network
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Time Period

Jan-June 2019
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Location

United States
smartphone

Device

Mobile
team

Sessions

63M
Placement Ranking Based on Visit Value
1
Facebook Feed
2
Instant Articles
3
Story Mix
4
Instant Feed
  • arrow_up Instant Article visit value is 26% higher than Story Mix
  • arrow_up Feed visit value is 22% higher than Instant Articles
Placement Ranking Based on CTR
1
Facebook Feed
2
Instagram Feed
3
Instant Articles
4
Story Mix
  • arrow_up Feed CTR is 223% higher than Instant Articles
  • arrow_up Instant Article CTR is 209% higher than Story Mix
  • arrow_up Instant Article visit value is 26% higher than Story Mix
  • arrow_up Feed visit value is 22% higher than Instant Articles
  • arrow_up Feed CTR is 223% higher than Instant Articles
  • arrow_up Instant Article CTR is 209% higher than Story Mix
Instant Articles VS Feed The two strongest performing placements
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Test Length

3 Months
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Audience

3 Segments
placements

Placements

Instant Articles, Feed
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Metrics

ROI, CPC, Visit Value
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Hypothesis

Instant Articles will perform better than the Feed

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PubPlus Lab was able to extract the following insights
#1
Instant vs Feed

Campaign results

Instant vs Feed
roi Average ROI +11%
cpc Average CPC -15%
value Average Visit Value +28%
#2
Instant vs Feed

Campaign results

Instant vs Feed
roi Average ROI +12%
cpc Average CPC -20%
value Average Visit Value 10%
#3
Instant vs Feed

Campaign results

Instant vs Feed
roi Average ROI +2%
cpc Average CPC -11%
value Average Visit Value +11%
Predetermined Performance Metrics

ROI- Return on investment, calculated: visit value / visit cost

CPC- Cost per click, is the average CPC that was paid for the measured visits

Visit Value- The total revenue measured per average visit

Conclusion: The hypothesis was correct for 2 out of 3 metrics
true ROI
Hypothesis: Instant Articles will have higher ROI vs. Feed
Results: Correct in 3/3 campaigns tested
true CPC
Hypothesis: Instant Articles will have lower CPC vs. Feed
Results: Correct in 2/3 campaigns tested
false Visit Value
Hypothesis: Instant Articles will have higher average VV vs. Feed
Results: Incorrect in 2/3 campaigns tested

The PubPlus Lab compared the Feed and Instant Article placements using the three most relevant real-time metrics to understand how much revenue each piece of content was generating.

From our results, we can gather that Instant Articles generate high ROI and low CPC, therefore this placement type is a profitable placement to scale content.

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Transforming our data into actionable intelligence
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Launch initial campaigns on the Facebook Feed

The Feed is the most commonly used placement with the highest average Visit Value and Click-Through-Rate (CTR).

When launching a new campaign
  • Activate the campaign with auto-bid and a low budget
  • Learn for a few days before making changes
When a campaign is gaining success
  • Shift from an auto-bid strategy to manual and set a bid cap
  • Scale on Instant Article
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Scale successful campaigns on Instant Articles

We recommend scaling successful Feed campaigns to Instant Article to increase profit potential.

When launching a new campaign
  • Launching new campaigns on Instant Articles has lower budgetary risk
  • Learn for a few days before making changes
General learnings
  • Instant Articles are more seamlessly integrated in the platform allowing for a better user experience
Advantages of using Instant Articles

10x

Faster than standard mobile web articles

70%

Less likely to abandon the article

20%

More Instant Articles read on average

30%

More shares from Instant Articles vs mobile web articles
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