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Facebook’s advertising is changing. Realistically, who’s surprised?
Change and ads on Facebook are both synonymous. It’s at least three digits to list the number of updates Facebook has implemented on its platform to advertise since its inception at the end of 2007. Marketing professionals are just sitting on the edge of the ride(including the largest one of their changing their name in the name change to Meta).
Each time we see a new advertising campaign, It’s not our responsibility to ask scathingly, “WHY ?!”. Instead, we should ask, “How?”.
What is the future of advertising?
What does this mean for my company precisely (based on products and niches)?
What can I do to adapt?
You should be aware of the most recent changes to the law scheduled to take effect on the 19th of January in 2022.
*Some* Detailed Targeting Options Will be Removed
For those who rely heavily on Facebook advertising to make money, note that Facebook has said it will not be able to do all of the following.
It’s not necessarily Facebook’s view about how to improve the quality of advertising. The social media giant asserts, “We strongly believe that the best advertising experiences are personalized.” However, their consultants from the public policy and civil rights sectors (and their customers) have requested the change.
Facebook is announcing that they will modify certain aspects that they offer as less personal advertising platforms to “better meet the changing expectations of users of how advertisers can be able to reach them through our platform.” …”.
The targeted options which will be eliminated concern areas that Facebook has classified as sensitive, such as:
Health
Race
Ethnicity
Sexual orientation
Religion
Political views
From January 19th, 2022, marketers will be unable to target users based on their interests, such as
Lung cancer awareness
LGBT culture
Jewish holidays
Social problems
And, as is the norm, Facebook will also use this update to disable the targeting options for interests that advertisers aren’t able to choose from.
Here’s a brief overview of the Meta for Business blog on how businesses can adapt to the new trends.
What Does This Mean for the Marketing API
The Marketing API is set to change on January 19th, 2022. However, most campaigns will continue targeting the above options up to March 17th, 2022.
It doesn’t mean you need to put off making adjustments, however. Facebook’s advice is to update “the list of the ad set IDs that are targeted to specific objects through the Targeting Terms API, which is now deprecated. Then, the partners can compare the targeting specifications against the the Targeting status API to find the IDs of objects that could cause a delay in the delivery.”
Before March 17, You can edit your campaign on a campaign level. Still, Facebook warns you that certain edits made at the ad set level(such as placement changes or targeting options) can alter your targeted audience. We recommend against making edits to your ads or campaign sets as much as possible following the 19th of January.
How to Know If You Chose a Removed Targeting Option
On March 17th, 2022, advertisers who select an option to eliminate targeting will receive this message on Facebook:
“Error code 100 Sub code 18157520: Not able to use Specific Targeting Options that are not valid Some of Your Detail Targeting Options have been removed This ad-set contains specific targeting options which are no longer available or not accessible when excluding viewers from. It is possible to have to remove elements from your ad set or verify the changes and switch it back on.”
If you receive this message, you’ll need to modify your targeting options outside of the areas mentioned above.
Facebook’s advertising has changed. However, we’re not shocked. We’re on the Facebook trend, which will likely bring us to the realm of metaphysics pretty shortly. Utilizing its suggestions and recommendations to reach these people, We can modify our campaigns and ad sets to be able to change.
Since, as marketers, that’s our primary job.
Learn the fundamentals of marketing-Learn the fundamentals of marketing – and then adapt to the newest and most advanced platform to reach out to our customers.
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