4 Tips to Navigate Facebook's Tightened Ad Targeting Rules

Did your Facebook ads suddenly get rejected this week? You’re not alone. Facebook’s stricter targeting rules, effective from December 7, 2021, are causing some headaches for advertisers. These new restrictions aim to prevent discrimination based on age, gender, and location, particularly for campaigns related to jobs, housing, or loans. But don’t worry—we’ve got four tips to help you get your ads back on track!

Today, social media advertising is one of the most effective ways to reach your target audience, drive traffic, and boost sales. Until recently, targeting on Facebook and Instagram was fairly straightforward. However, the latest policy changes have significantly tightened the rules for certain industries. Read on to see if these changes impact you and how to adjust your approach.

Who Sees Your Ads?

One of the best things about social media advertising is the ability to control exactly who sees your ads. Facebook’s array of targeting options allows you to narrow down your audience by factors like age, location, and interests. By targeting specific characteristics, you can make sure your ads reach the right people while excluding audiences that don’t match your campaign goals.

What’s New in Facebook’s Ad Policy?

To keep user experiences positive, Facebook regularly updates its advertising policies. The most recent update expands the “special ad categories” to include three new areas:

1. Loans (credit cards, car loans, long-term financing, etc.)
2. Employment (job vacancies, internships, certification programs, etc.)
3. Housing (real estate, mortgages, insurance, etc.)

If your ads fall into one of these categories, here are the new restrictions that kicked in on December 7, 2021:

1. You can no longer target based on age or gender.
2. Location targeting now requires a minimum radius of 15 km.
3. Lookalike audiences have been replaced by “special ad audiences,” which rely on online behavior rather than personal details.
4. Work-related targeting options, such as job titles or industries, are no longer available.
5. You can’t exclude certain locations or use detailed targeting options anymore.

4 Tips to Get Around Facebook’s New Targeting Rules

While these changes may seem limiting, they don’t have to hurt your ad performance. Here are four tips to help you adjust and keep your campaigns running smoothly:

1. Update Your Campaigns Right Away

If your ads don’t comply with Facebook’s new policy, they’ll stop running. Avoid unnecessary downtime by updating your campaigns as soon as possible if they fall under the special ad categories. This ensures your ads continue to show without interruption.

2. Monitor Your Campaigns Closely

With new targeting rules in place, it’s important to pay extra attention to your campaign metrics over the next few weeks. Keep an eye on reach, frequency, and cost-per-click to see how these changes are affecting your performance. This will help you spot trends early and make adjustments as needed.

3. Get Creative with Copy and Visuals

Although you can’t target by age or gender anymore, you can still fine-tune your messaging and imagery to attract your ideal audience. For example, if you’re promoting senior-level jobs, mention the years of experience required in your copy. For ads about homes for young families, use visuals that highlight a child-friendly environment.

4. Use Interests Wisely

Interest-based targeting has been reduced, but it’s still a powerful tool. Be smart about selecting interests that closely align with your desired audience. Think about what hobbies or passions people in your target age group might have, and use those to narrow your focus. This will help you reach the right people, even with fewer targeting options.

Need Help?

Are Facebook's new rules making your head spin? Whether you need help updating your campaigns or want general advice on social media advertising, our team of performance marketers is here to assist.

Drop us a line at info@.... , and we’ll help you get back on track!