How Facebook Ad’s Targeting Update Will Affect Your Business?

Recently, Facebook rolled out changes to its detailed targeting options for advertisers. Now, the platform no longer offers Facebook ads targeting options in the following main categories:

 Health causes (e.g., “breast cancer awareness”)
 Sexual orientation (e.g., “same-sex marriage”)
 Religious practices and groups (e.g., “Catholic Church”)
 Political beliefs, social issues, causes, organizations, and figures

Hyper-targeting is one of the most powerful tools available to advertisers on Facebook. With these features, brands can tailor advertisements to a specific audience.

Who Are Most Affected by the Facebook Ads Policy Update?

In contrast to the potential privacy violation risks, there are positive use cases for Facebook advertising targeting options. These include:

 Small businesses targeting niche audiences
 Nonprofits reach more people to raise funds
 Organizations raising awareness for their advocacies

Further, brands and businesses whose messaging revolves around certain issues may no longer continue targeting individuals based on these criteria.

How You Can Stay on Top of the Changes: Facebook Advertising Tips

With the new targeting limitations, brands and businesses can still create social media ads. Your Facebook Ads expert can help you adjust campaign details to ease the transition. Here are a few quick tips for brands and businesses.

Leverage Engagement Custom Audiences

The Custom Audience described here is one of the most advanced Facebook advertising targeting options. It is designed to reach people who have liked your Facebook page. It has a subset called Video View Engagement Custom Audiences, which targets viewers of your videos.

This leans on direct interest in or prior engagement with the advertiser’s cause or messaging. So it is ideal for businesses connecting with customers or nonprofit organizations looking to drive donations.

Using Website Custom Audiences

As with the above option, this allows you to target people who have engaged with your website by matching them with people on Facebook. However, you need the Facebook pixel on your website to do this.

Create campaigns that target people who visited a specific product page but did not complete a purchase. Then build ads that speak specifically to this audience. This will maximize the number of people who will see your Facebook ads.

Making Lookalike Audiences

Let existing customers help with Facebook ad targeting. This means reaching out to people who share similar characteristics with your current audience.

Meta allows you to set the percentage range of how close your lookalike group will be to the source audience. You can choose any of the custom audience types as your source audience. The DMB Agency recommends limiting your audience size to 1,000 to 5,000 or to your best customers versus all customers when using lookalikes.

Applying Location Targeting

Facebook’s Ads rules allow businesses, especially brick-and-mortar shops, to target people near their stores. Meanwhile, online companies can reach customers within their shipping radius. You can modify your ads this way for most campaign objectives available on the platform.

You Must Update Your Social Issue or Political Ad Strategy

You must be an authorized advertiser of Facebook political ads if your business or organization engages in politics or social issues. This is a separate Facebook Ads policy, but it’s worth mentioning given the new detailed targeting capabilities.

If you want to create ads related to:

 U.S. social issues
 Political parties and/or figures

You need to go through the authorization process, post a “Paid for by” disclaimer, and enter your ads into the Ad Library.

All things considered, your best bet in navigating the changes without needlessly revising entire campaigns is a team of experienced social media experts. From niche audience targeting to Facebook political ads approval, these specialists can assist you with all aspects of advertising on the platform.