Exhibit 20.9 Facebook’s ad placement options.
Source: Facebook.
For placing their ads, advertisers can choose from these three choices — news feed,
mobile, and right column (Exhibit 20.9).
News feed and mobile ads are more versatile than the right column, with additional
options such as call-to-action button. Furthermore, because of its location and size of image,
the right column ad is less likely to attract the user attention, and it underperforms considerably
on click-through rates. It does however, cost much less than the other options.
