Facebook has announced significant updates to its detailed targeting options. We anticipate these changes will have a significant impact on the Facebook Ads ecosystem, requiring clients and PPC agencies to adjust strategies to maintain ad performance. The updates are planned for implementation starting January 15, 2024, with full effect by March 18, 2024, and aim to streamline targeting options and address concerns related to sensitivity and privacy.
As we did when Meta recently reported increased revenue, we continuously examine the latest updates and what they mean for advertisers and businesses.
What is Facebook Detailed Targeting?
Detailed targeting allows advertisers on Facebook to pinpoint their audience with incredible precision. We often refer to this as “layering” or “layered” audiences where we can use AND and OR like statements to include and excluded various details to refine targeting.
Layered audiences help marketers target users who are most likely interested in certain products or services. For example, a local bookstore might use detailed targeting to reach Facebook users who have shown an interest in reading, or even a certain genre, and have recently engaged with content related to books.
Meta has decided to streamline these options and remove functionality and targeting options previously available to advertisers. The primary reasons include eliminating underused, redundant, overly granular, or potentially sensitive options, particularly those relating to health, race, or ethnicity. The decision comes after privacy concerns and the need for more ethical data usage practices. Facebook has come under increasing scrutiny over several years and even founder, Mark Zuckerberg, has faced some awkward questioning.
The changes are Facebook attempt to balance marketing requirements and user privacy.
What’s New?
Starting January 15 2024, specific detailed targeting options will be discontinued or consolidated. Meta will notify advertisers of affected campaigns through a warning banner in the Meta Ads Manager. Ad sets utilising these options can run until March 18 2024, after which they must be updated or might automatically be paused.
For instance, an advertiser could previously target broad interests such as “technology” or “fashion.” With the update, these categories have been subdivided further, allowing for more specific targeting, like “emerging tech trends” or “sustainable fashion brands.”
This move not only improves the relevance of ads for users but also increases the efficiency of campaigns for advertisers.
Implications of the Update
Meta’s recent changes to Facebook’s advertising approach are designed with both businesses and users in mind.
- For businesses, it’s an invitation to embrace broader, more inclusive advertising strategies. By refining targeting options and utilising AI, Meta encourages advertisers to focus on crafting compelling content that speaks to a broader audience. This shift aims to simplify the advertising process, making it easier for businesses of all sizes to connect with potential customers effectively without delving into overly complex technicalities.
- On the flip side, these updates promise a better user experience on Facebook and Instagram. By adjusting how ads are targeted, Meta strives to ensure that the ads you see are relevant and interesting but not uncomfortably personal. This means ads should feel more like discovering something new that aligns with your broader interests rather than an intrusion of privacy.
This delicate balance between personalisation and privacy is intended to make the online space more enjoyable and engaging for everyone, fostering a community where ads positively impact the overall user experience.
Alternative Targeting Strategies
Marketers should revisit their advertising strategies as Facebook starts to roll out these detailed targeting updates in January 2024. Understanding the nuances of the new targeting options will be key to leveraging them effectively. Meta proposes that advertisers should consider several alternative targeting strategies:
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Broad Targeting
This strategy encompasses basic demographic factors like gender, age, and location. By adopting a broader targeting approach, advertisers might discover potential customers previously unidentified, leveraging Meta’s delivery system’s efficiency.
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Custom Audiences
Custom audiences allow advertisers to target existing customers on Facebook and Instagram using various data sources like 1st party data – including customer lists and engagement metrics.
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Lookalike Audiences
Lookalike audiences are crafted from existing customer data, optimising the reach to similar users. Meta’s system may expand the delivery of ads beyond the selected lookalike range to enhance performance.
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Meta Advantage Detailed Targeting
Here, Meta’s system might extend ad delivery beyond the advertiser’s specified targeting criteria if it predicts a performance boost, leveraging advanced AI.
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Meta Advantage+ Audience
This feature employs Meta’s sophisticated AI algorithms to pinpoint the optimal campaign audience, offering a cutting-edge solution for audience discovery.
Whether you want to refine your current strategies or explore new avenues for engagement, the updated detailed targeting feature offers a promising avenue for connecting with your audience on a more meaningful level.
To learn more about the latest Facebook detailed targeting updates and how to use them within your current paid media strategy, contact our team of experienced digital marketers.