Excluded placements have limited spend

A new feature coming soon will allow Meta to spend a small amount of your budget on placements you’ve excluded if it improves results.

Here’s what you need to know…

announcement

In a recent announcement about excluding limited payouts for placements, Meta explained:

Starting October 8th, we’re rolling out a new feature in Placements that allows you to allocate up to 5% of spend to each excluded placement – when this may improve performance.

what does that mean

Let’s break this down…

First, this is a Marketing API update, so it works with third-party tools. But I think Meta will also apply this to the main Ads Manager interface.

Meta recommends using Advantage+ placements to make the most of all placements for the best results. If you turn off certain placements, you will have the option to apply this feature.

Meta will not completely ignore this position, but will spend Up to 5% of budget for each negative placement. Of course, that’s assuming it improves performance.

but why? ?

Honestly, a bit of a weird feature.

In most cases, you should use Advantage+ placements, especially when using the performance goal of Maximize Conversions. But if you delete a placement, there’s probably a reason. Especially if you’re optimizing for link clicks, landing page views, or some other top-of-funnel action.

The reason advertisers remove placements in these cases is because Meta’s delivery algorithm exploits the weaknesses of certain placements to give you cheap, low-quality action that meets your performance goals. In this case, Meta sees “improving performance” as getting more of these cheap operations.

Because Meta’s advertising algorithm is literal.

So in this case it doesn’t make sense. You delete the placement because you don’t want to waste your money on cheap, low-quality action. If this is your motivation, you won’t want to waste up to 5% of your budget on that placement. Waste is waste.

So, I’m not sure why Meta gives us this option. It just creates more confusion and advertisers may use it when they shouldn’t.

Value rules can also be an option. It allows you to raise or lower your bids based on certain variables, such as placement.

The problem is that not all locations are available.