Earlier this January, Meta had announced that audience targeting changes will be coming to Facebook ad campaigns. This was in response to industry pressure. Facebook parent brand Meta stood to its earlier promise and scaled back advertiser targeting settings. Do you wish to know, how would these changes affect your business? Do contact our digital branding solutions in Kerala.

This was indicative of a broader trend. On one hand, there is the support of a high degree of targeting precision that helps in creating highly personalized experiences, which in turn allows for relevant and valuable user interaction.

At the same time, there was also a rising sensitivity when people are identified based on their affiliation to social causes, health conditions, or demographic characteristics.

Having taken all these into account, Facebook is thus limiting advertising options to no longer allow targeting based on these sensitive parameters.

Learn how to strategize your ads based on these changes made by Facebook. Get expert guidance from the best social media marketing company in India. Do call us to know more. 

 

What are the changes in the Facebook Ads Targeting?

Starting from January 19, 2022, Facebook has removed targeting options in four main categories along with niche segments that are rarely used.

–    Health causes (e.g. breast cancer awareness).

–    Sexual orientation (e.g. LGBT).

–    Religious practices and groups (e.g. Catholic Church ).

–    Political beliefs, social issues, causes, organizations, or figures (e.g. political party or political candidate).

Meta’s update on the upcoming changes mentioned that campaigns can keep delivering to impacted audience targets until late March 2022.

Additionally, it was also mentioned that the changes will not fully propagate through the Meta ecosystem.

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For those ad sets that were created before January 19, it was possible to make campaign-level edits, such as budget amounts or campaign names, without impacting targeting until March 17.

However, any edits at the ad set level were expected to trigger audience changes.

Similarly, if an ad set was paused before March 17 and when it was reactivated, the new targeting changes were said to kick in.

After March 17, it is no longer possible to edit prior campaigns that were used to leverage deprecated targeting settings.

For it to be possible businesses were required to change the campaign, ad set, or ad level, and revise the detailed targeting settings before March 17.

Do get in touch with our digital marketing agency in Kochi to effectively plan and execute your ad campaigns. 

 

What broader impact on social advertisers was anticipated?

So far, Meta has seen more pressure than other platforms.

The advertisers are eager to know if other social media platforms will follow suit and also adjust their targeting capabilities. 

Without reviewing and potentially also reducing their targeting granularity across sensitive criteria, other social platforms risk drawing the same scrutiny as has been directed at Facebook. It can be expected that shortly, they too will scale back their targeting away from personal characteristics.

Meta has still not indicated whether it envisions further targeting adjustments or if this will be the only tweak in the foreseeable future.

But the thing of relief is that Meta is responding to the mounting vocal feedback and hope that it will continue to take note of further developments.

Do get in touch with our Facebook marketing agency in Kerala to know how to modify your campaigns and ad plans based on these changes. 

While this has come up first in the context of social media, programmatic and search advertising providers should be careful though.

Historically, great use of data allows a high level of targeting precision and provides granular insights using demographic, socioeconomic, and other parameters.

Hence, if these players do not directly address the sensitivity of granular ad targeting and reporting in light of the above developments, they may be forced to as soon as implications from cookie deprecation gain momentum.

Do get in touch with us for Facebook ad agency services in Kerala.

 

Summary

Right from social issues that are expected to arise due to profiling to the bigger trend of data privacy concerns, advertising platforms and advertisers alike need to be prepared to tackle sensitive topics.

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