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Meta Is Updating Detailed Targeting Options And Removing Sensitive Topics Targeting

author image Written by: Rabije Gashi Corluka           Categories - Paid Ads, Social Media

Meta will remove some of the ad targeting options related to sensitive topics on January 19.

The goal is to meet people’s growing expectations about how advertisers can reach them, as well as to address comments from civil rights experts and policymakers on the importance of preventing advertisers from abusing the targeting options Meta provides.

On January 19, they will be removing some Detailed Targeting options on topics that people find sensitive, such as targeting options referencing causes, organizations or public figures that relate to health, race, ethnicity, religion, sexual orientation, etc. Some of the examples they provided were:

  • Health causes: ‘Lung cancer awareness’, ‘World Diabetes Day’
  • Sexual orientation: ‘ LGBT culture’, ‘Same-sex marriage’
  • Religious practices: ‘Jewish holidays’, ‘Catholic church’
  • Political beliefs, social issues, organizations and figures

 Why Is This Important?

If you use Facebook for advertising, you won’t be able to rely on targeting options that relate to sensitive topics. This means you will have to change your ad strategy when planning new campaigns. However, the existing campaigns you have will be able to run for additional 60 days after the new update. Some edits in the campaign (such as spending limit or name) will be possible to make until March 17, without affecting the targeting. But, if you pause the campaign before March 17, you will be unable to turn it back on without updating the targeting.

Additionally, Meta will remove targeting options that have not been widely used because of their overall redundancy. They didn’t mention anything specific.

 

 

 

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Meta Turned off Facebook Ads Overnight

04/14/2022

Yesterday morning was a tough one for a bunch of advertisers using Meta for Business accounts. Along with their morning coffee came the news that their Facebook ads were turned off for the night. And not just any ads – but the best performing ads!

If you usually run ads on the platform, it would be a good idea to log into your account and double-check if your ads were working on Tuesday around 7 pm PST.

You can easily check this by filtering by Ad delivery in ad manager, as explained by Rok Hladnik on Twitter:

 

Meta hasn’t yet issued a statement, but this issue sure could have caused serious damage to your campaigns. Check if your ads were turned off even earlier, check for changes in your campaign, and assess the damage.

Check out this Twitter discussion!

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Facebook Revenue Has Doubled From Last Year, Quarterly Data Reveals

04/30/2021

Facebook has nearly doubled its Q1 earnings from last year, according to earnings reports released this week.

The report states that advertising revenue dramatically increased by 146% from 2020. This is interesting, considering the fact that the number of active Facebook users only increased by 8%.

CFO outlook commentary within the earnings report stated that the increase in revenue was largely due to rising ad prices.

“We are pleased with the strength of our advertising revenue growth in the first quarter of 2021, which was driven by a 30% year-over-year increase in the average price per ad and a 12% increase in the number of ads delivered,” the report states.

It’s also important to note that digital advertising has increased across the board, not just with Facebook. With stay-at-home orders, working from home, and online learning becoming the new norm, people spent more time at home in front of screens than ever before. Along with an increase in demand for online advertising, competition for ad visibility and ad prices also grew this past year.

Other Changes Coming to Facebook 

Apple recently released iOS 14 and IDFA, which means all Apple users will have to consent to cross-app tracking. Advertisers will also have to provide two short lines of text to explain this to users.

Facebook has spoken out against the change, arguing that it would hurt publisher revenues.

“We know this may severely impact publishers’ ability to monetize through Audience Network on iOS 14, and, despite our best efforts, may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future,” said Facebook.

Facebook later made the decision to adopt Apple’s SKAdNetwork API, but stated it would not implement Private Click Measurement (PCM), with the reasoning that it doesn’t capture the complexities of the user journey. Facebook instead decided to create Aggregated Event Measurement (AEM) to measure conversion events on iOS.

Revenue Forecasts For 2021

With the increase in ad prices driving revenue growth, Facebook expects that revenue will either continue to increase or remain stable throughout 2021.

“We expect second quarter 2021 year-over-year total revenue growth to remain stable or modestly accelerate relative to the growth rate in the first quarter of 2021 as we lap slower growth related to the pandemic during the second quarter of 2020,” said Facebook’s CFO Sheryl Sandberg.

“It’s also on us to keep making the case that personalized advertising is good for people and businesses and to better explain how it works so that people realize that personalized ads can be privacy-protected.”

READ MORE: Facebook Revenue Almost Doubled: Here’s What It Means For Advertisers  

READ MORE: Facebook’s Ad Business Drives Surge in Revenue, Following Google’s Act  

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