On 19th January, Facebook brought some changes for advertisers to its detailed targeting options. The major update was that the platform no longer offers Facebook ads that target options that come from these main categories: sexual orientation, health causes, political beliefs, social issues, causes, figures, organizations, religious groups, and practices. Businesses and brands that create social media ads on Facebook have catered a great benefit from the hyper-targeting features of the platform. These powerful tools have let them deliver personalized experiences to advertising audiences. But, it is also to be considered that Meta, the parent company of the social network, also faces the ongoing pressure from the public to address the past abuses of the very targeting options that have been made available by the social network and the future ones that have been prevented from the future.
Further Details on Facebook Advertising Targeting Options
Detailed targeting on Facebook for Business that now is Meta for Business, now lets the advertisers define the audience depending on the multiple categories. It then allows one to reach people based on specified interests, demographics, behaviors, and a lot more. While the recent Ads Policy that Facebook has updated, for refining the targeting one can’t anymore add health causes or religious practices.
Further than the removal of these parameters, one also can no longer find the Facebook ads targeting options that are too granular or are redundant. Policymakers, civil rights experts, and other policymakers have championed this move, since they had voiced the concerns that these options were being used for targeting the underrepresented groups that lead to different sorts of negative experiences, such as discrimination, addiction, mental distress, negative influence on behavior.
Who Facebook Ads Policy Update Has Affected the Most?
Contrasting the potential privacy violation risks, for Facebook advertising targeting options there also exists positive use cases. These include organizations that are raising awareness for their advocacies, non-profits that are they’re reaching more people for raising funds, small businesses that target niche audiences. It was also said by the Meta official, that these groups will have a significant impact by the updated targeting.
What Should Be Done to Current Campaigns By Making A Use of These Options?
Organizations and individuals who are using Facebook advertising services can still make the edits on their affected ad set’s detailed targeting before 27th March 2022. The in-house or partner Facebook Ads agency should also be there checking the deprecated targeting terms API and further have an evaluation of the targeting specification of their ad sets against the targeting status API. This is required to check the object IDs or terms that will be there causing a pause in their campaigns of ad sets’ delivery.
Moreover, until 17th March one can still go with the duplicate ad sets for the different targeting segments, except for the targeting options’ subset.
Facebook Advertising Tips to Stay on Top of the Changes
Businesses and brands can further continue in the creation of social media ads with the targeting limits that are latest. Acquiring Facebook Ads experts on the team can assist in adjusting campaign details and making the transition easier.
Following are a few quick Facebook advertising tips for the ones who are affected the most by these updates:
Leveraging Engagement Custom Audiences
More advanced options for Facebook advertising targeting, this specified Custom Audience is specifically designed for reaching people who have been liking the page. Video View Engagement Custom Audiences is also the subset that is targeted at those who there have watched the videos that might have appeared on the News Feed.
Using Website Custom Audiences
Same as the above concept, this is the option that allows one from targeting the people who have engaged with the website by making their match with the people on Facebook. This possibility only occurs when on the site, a Facebook pixel has been installed.
Building Lookalike Audiences
The existing customers can further help with Facebook ad targeting. This further means that one can reach out to people who are there sharing similar characteristics with the current audience. Any of the custom audience types could be taken as a source audience for the lookalike audience.
Applying Location Targeting
Still, Facebook Ads rules the enabling of the businesses, especially brick-and-mortar establishments for targeting the people within proximity to the stores. While online brands can further reach out to those within their shipping capabilities’ radius. This way one can refine the ads for most campaign objectives that are available on the platform.