Meta recently announced Limited Spend on Excluded Placements. Now I have it, and you might, too.
Since I have it, I’ve been able to answer a lot of questions and fill in the blanks regarding how this works.
How it Works
Once you’ve removed a placement while using the Sales or Leads campaign objectives, this option shows up at the bottom.
It reads:
Up to 5% of your budget is spent for each excluded placement when it’s likely to improve performance.
This is checked by default. And it’s not particularly obvious.
Once you click “Manage Excluded Placements,” you can manually change whether you apply this feature to each excluded placement.
Note that this will not appear when removing placements while using campaign objectives other than Sales or Leads. This is a good thing.
My Thoughts
It’s surprising that this isn’t performance goal-driven rather than objective-driven. It makes more sense for Meta to force or encourage this feature when maximizing conversions with the Sales objective. But you can use that same performance goal with other objectives; and you can use other performance goals where this would be less useful with Sales.
Overall, I’m not a fan. I rarely remove a placement, especially when maximizing conversions or value. And since I wouldn’t remove a placement when using the Sales or Leads objectives, this shouldn’t come into play for me.
If I do remove a placement, there’s a good reason. But to be fair, all of the reasons I’d remove placements would be with other objectives where this feature wouldn’t be an option.
But I can see how it might be useful for those who remove placements when they shouldn’t, especially when using the Sales objective. I can even see Meta forcing it at some point.
That said, I doubt most advertisers who remove placements will turn this on intentionally. And they’re going to be confused when they see money spent there.
Expect chaos and controversy around this.
