Meta Audience Targeting Changes - Adjusting Facebook Ads
Within the last year, Meta announced that they would be adjusting their audience targeting options in Facebook Ads Manager - what does this mean for your company?
Meta has made several changes within Facebook Ads Manager that may affect how you use their marketing tools. After consulting with civil rights experts, policymakers, and stakeholders, Meta stated that they are working to better understand the “importance of preventing advertisers from abusing the targeting options we make available”.
These changes have already begun to take effect. As of January 19, 2022, updates were implemented that complied with their new ad policy. Here’s a list directly from Meta of what was removed from their targeted ad details:
- Health causes
- Sexual orientation
- Religious practices and groups
- Political beliefs, social issues, causes, organizations, and figures
In an effort to dial back on the personal information provided to advertising companies, these large-scale changes have shaken up marketing on Facebook. So, how will this impact your future advertising?
How to Adjust Your Ads
If you’re looking to change the settings in your Ad Manager, then there are a few things you need to know. If you’re unfamiliar with how to adjust your ads, here’s a crash course on how to shift your targeting options:
- Enter into Ads Manager.
- Select Ads.
- Check the box next to each ad you want to change and choose Edit.
- Begin editing in the side panel that appears.
Alternative Targeting Options
Don’t worry - there are ways to ensure that your ads still have the same reach as they did before the announcement. Here’s a list of ad targeting options that you can adjust to help fill the gaps in your engagement:
- Allow Detailed Targeting Expansion
By choosing this option, you are giving Facebook permission to show your ads to users outside of your set demographic. This option will help boost your ad’s reach into other communities.
- Use Demographic Data Only - Broad Targeting
This option focuses on only demographic data which keeps your ad targeted at a much wider audience. If you have a lot of prerequisites for your ad, then it won’t be shown to a large quantity of users.
- Create “Custom Audiences”
Facebook gives you the option to choose exactly who can see your ad based on statistics like site data, your own customer-lists, shopping and product engagement, and how users have already interacted with your content. Keep in mind that those who have already bought from or engaged with your company will be key candidates for retargeting ads as well.
- Use Lookalike Audiences
If your custom ad campaigns are becoming too costly, then consider using this option. You can find similar users on Facebook and Instagram by creating value-based audiences. Make sure to list your pixel as the data source in this set, and include events like Purchase or Add to Cart.
- Toggle Dynamic Formats and Creative
Choosing this option will allow your catalog to appear as a dynamic asset. This allows Facebook to optimize the format of your products, copy, and creative content. Dynamic Formats isn’t technically an ad option, but it will still work to boost your results.
Meta’s new policy changes don’t have to hinder your ad campaigns. Be mindful of your audiences and these new changes as they roll out, and you’ll be able to adjust your targeting options accordingly.
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