Right Column Facebook Ads appear on the right-hand side of the Facebook desktop interface. Unlike in-feed ads, they are smaller, static, and don’t appear in mobile placements. While they may seem less prominent, their consistent visibility and cost-effectiveness make them an interesting option for advertisers looking to improve Facebook ad performance.
The Advantages
Cost-per-Click by Facebook Ad Placement — Notice how Right Column often offers lower CPC compared to News Feed placements
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Lower Cost per Click (CPC): Studies show that Right Column ads often have a CPC up to 50% lower than News Feed ads, making them budget-friendly for campaigns with limited spend.
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High Impressions: Due to their fixed position, these ads can generate up to 3x more impressions compared to some mobile placements.
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Brand Recall: The static nature and repeated exposure improve brand recall, especially for remarketing campaigns.
The Drawbacks
Comparison of Right Column vs News Feed: lower CTR but significantly more impressions—highlighting trade-offs in performance
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Lower Click-Through Rate (CTR): Right Column ads average a CTR of around 0.05% compared to News Feed ads which can average 0.9%.
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Desktop-Only Placement: With over 98% of Facebook users accessing the platform via mobile devices, the audience reach is significantly smaller.
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Limited Creativity: The smaller ad size limits the impact of visuals and restricts text space, affecting engagement.
When to Use Right Column Ads
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Remarketing Campaigns: Perfect for re-engaging past visitors familiar with your brand.
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Brand Awareness: Cost-effective for repetitive exposure to strengthen brand presence.
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Budget-Conscious Campaigns: Suitable for advertisers aiming to maximize impressions at a lower cost.
Performance Insights
Based on aggregated Facebook ad performance data, Right Column ads generally achieve:
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CPC: $0.15 - $0.30
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CTR: 0.04% - 0.08%
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Conversion Rate: Often 30-50% lower than feed ads, but with a much lower cost per thousand impressions (CPM).
If your goal is conversions from cold audiences, this format may underperform. However, if you’re focused on remarketing or brand reinforcement, they can deliver solid results at a fraction of the cost.
Conclusion
Right Column Facebook Ads may not be a primary ad format for most campaigns, but they serve as a valuable supporting placement. Their lower cost and high impressions make them an effective complement to News Feed and Stories placements, especially for remarketing and awareness.
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