Yuan recently announced Excluded placements have limited spend. 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 goals. 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, for 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.
Post Manage negative placements first appeared in Jon Loomer Digital.
