If you have been using Facebook to advertise for more than a week then you know it is a constantly changing landscape. Buttons move, formats change and recently Facebook has announced its decision to remove ad targeting. In other words, detailed targeting options from their audience builder.
In an article outlining these changes Facebook explains exactly which options will be disappearing:
“Starting January 19, 2022, we will remove Detailed Targeting options that relate to topics people may perceive as sensitive, such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation. Examples include:
- Health causes (e.g., “Lung cancer awareness”, “World Diabetes Day”, “Chemotherapy”)
- Sexual orientation (e.g., “same-sex marriage” and “LGBT culture”)
- Religious practices and groups (e.g., “Catholic Church” and “Jewish holidays”)
- Political beliefs, social issues, causes, organizations, and figures”
Why is Facebook Making The Change to Remove Ad Targeting Options?
Further, in the article, they explain the reasoning behind this removal of targeting options. Mentioning that this is all to provide a positive and personalized experience for all users. These types of available options, experts have told them, can lead to less than positive experiences for users. Especially users in underrepresented groups. Facebook claims that this choice was not an easy one, stating,
“Some of our advertising partners have expressed concerns about these targeting options going away because of their ability to help generate positive societal change, while others understand the decision to remove them.”
Continuing to reach certain audiences will require more and more creativity as time goes on. Facebook mentions there are still ways in which you can reach these audiences. With tools like Engagement Custom Audiences, delivering ads to users that have liked your page, or website retargeting audiences. The pieces are still there, it’s how you put them together that is beginning to count more and more.
Whether this particular change affects your business or not it serves as a reminder to never put all your marketing eggs in one basket. Social platforms change, sometimes it feels like they change daily. One day you may feel as if you cracked the code only to have the rug pulled out from under you the next.
Need a social media marketing agency that can help you navigate the ins and outs of paid advertising? BrandCraft would love to meet with you. Schedule a consultation with our team today.