The world of digital advertising is ever-changing, and as we kick-off a new year, changes are already coming!
Meta Advertising (Facebook & Instagram) has just announced new advertising restrictions for business and organizations that operate within what they’ve labeled as “sensitive” categories, such as: health & wellness, real estate, finance, politics and… religion. The majority of Fuzati’s clients have been categorized as marketing to the “religion” segment, which means these upcoming restrictions will impact your ad account.
We’ve recorded a short video about this—explaining what’s about to happen, why and what we’re doing about it. You can watch that video here:
So, what are they?
These new restrictions will affect what we call “bottom-of-funnel events,” things like “purchase,” “add to cart,” “lead,” etc. We use these events in campaigns for many of our clients, whether you’re selling a product, subscription or event, or generating a lead to add to your email list.
As these events become restricted, Meta will allow us to continue to use top-of-funnel events, which are unrestricted. Those events include things like “page view,” “link click,” “view content,” etc.
This could have an affect on advertising performance once the changes take place.
For the time being, Meta has give us 30 days before these changes take effect. We’re using this time to find new strategies that will help us retain the ability to use down-funnel events for your business or organization. We also recommend diversifying your advertising strategy, if too much of your ad budget is being used on Meta.
We will provide you with more details in the coming weeks, plus the strategies we’re already testing and how those could help you in the future.
If you have any questions at this time, simply drop a comment in on this post or send an email to jordan@fuzati.com.