Manage negative placements – Jon Loomer Digital

Meta recently announced limited payouts on excluded placements. Now I have it and so can you.

Since I’ve had it, I’ve been able to answer a lot of questions and fill in the gaps about how it works.

how it works

This option will appear at the bottom once you’ve deleted a placement when using the “Sales” or “Leads” campaign objective.

It reads:

You can spend up to 5% of your budget when each excluded placement has the potential to improve performance.

This option is selected by default. And it’s not particularly obvious.

After you click Manage Excluded Placements, you can manually change whether this feature applies to each excluded placement.

Note that this does not occur if you delete the placement when using a campaign objective other than Sales or Leads. This is a good thing.

my thoughts

Surprisingly, this is not driven by performance goals, but by purpose. When maximizing conversions with sales goals, it makes more sense for Meta to force or encourage this feature. But you can combine the same performance goals with other goals; you can also use other performance goals, which are less useful for sales.

Overall, I’m not a fan. I rarely remove placements, especially when maximizing conversions or value. Since I don’t delete placements when using sales or lead goals, this shouldn’t come into play for me.

If I do delete a placement, it’s for a good reason. But to be fair, all the reasons I removed placements were for other goals without the option of this feature.

But I can see how it might be useful for people who shouldn’t delete placements, especially when using the “Sales” goal. I could even see Meta forcing it at some point.

That said, I doubt most advertisers who remove placements would intentionally enable this feature. They get confused when they see where the money is spent.

Expect confusion and controversy surrounding the matter.