Meta Is Changing Facebook Ads Targeting For 2022

by WarriorForum.com Administrator
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A new article on Search Engine Journal reports that Meta has announced the removal of Facebook Ads audience targeting options across four categories, beginning January 19, 2022.



In response to industry pressure, Facebook parent brand Meta is holding up to its earlier promise and will scale back advertiser targeting settings. This is also indicative of a broader trend. On one hand, a high degree of targeting precision supports creating highly personalized experiences, which allow for relevant and valuable user interaction. At the same time, there is rising sensitivity when people are identified based on their affiliation to social causes, health conditions, or demographic characteristics.

Having taken this into account, Facebook is thus limiting advertising options to no longer allow targeting based on these sensitive parameters. Starting on January 19, Facebook will remove 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 mentions that campaigns can keep delivering to impacted audience targets into late March 2022. Additionally, the changes will not fully propagate through the Meta ecosystem. For ad sets created prior to January 19, it will be possible for you to make campaign-level edits, such as budget amounts or campaign names, without impacting targeting until March 17. However, edits at the ad set level will trigger audience changes.

Similarly, if an ad set is paused prior to March 17, when it's reactivated, the new targeting changes will kick in. After March 17, it will no longer be possible to edit prior campaigns that leverage deprecated targeting settings. For it to be possible to make changes at the campaign, ad set or ad level, you might need to revise the detailed targeting settings before March 17.
#2022 #ads #changing #facebook #meta #targeting
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