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Marketing & Sales
May 24, 2018

Facebook Ads: What’s Changing

Sponsored Content provided by Jim Ellis - Vice President, Account Director, Signal

In the wake of the recent Facebook data privacy scandal, the company is changing the way its popular Custom Audiences feature works.
 
If you’re a marketer who uses Custom Audiences to target specific populations, read on to find out what’s changing and how it may impact the way your business advertises on Facebook in the coming months.
 
You will no longer be able to leverage the third-party data sources found in Facebook’s Partner Categories. This data is sourced from big-name partners like Oracle and Experian. It allowed advertisers to reach prospects based on super-specific and personal information, like what kind of car they own, what tax bracket they fall into or where they work.
 
You will need permission to advertise to people – and are responsible for getting this consent. Advertisers can’t just upload any old list to Facebook and target those people with ads anymore. You’ll now need permission to advertise to specific people before uploading a list, similar to permission-based email marketing.
 
You can see who claims to have permission to advertise to you. As a Facebook User, you can take a look at the businesses with the ability to advertise to you because you “shared your email address with them or another business they’ve partnered with.” Go to Facebook’s Ad Preferences and scroll down to “Advertisers you’ve interacted with.” There, in the first tab, you’ll see those “who have added their contact lists to Facebook.”
 

The Upside

  • Facebook’s changes are all in the name of adding safeguards and holding users accountable for how they target prospects – a positive development.
  • Core targeting features are all still available – that is, anything that’s inferred through information shared directly with Facebook and in-app activity.
  • You can still remarket to people who have been to your website, assuming your privacy policy addresses this.
  • You can still create Lookalike Audiences based on your most valuable audiences.
Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.

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