Facebook's New Ad Categories

Posted on September 18, 2019 Mary Merritt

If you've been serving Employment, Housing, or Credit ads across the Facebook platform or have recently set up these ads, you may have noticed a change in campaign structure within the Facebook Ads Manager.

Facebook ads will recognize if you're ad is marketing for Credit opportunities (credit cards, auto loans, personal or business loans, mortgage, etc), Employment, or Housing opportunities/Related Services (sale or rental of home or apartment, homeowners insurance, mortgage insurance, home equity, appraisal services). Once the platform recognizes you're serving ads within one of these categories, you must choose the category that best describes your ads or you will be unable to publish your campaign. 

Audience selections for targeting are then limited to cut down on discrimination (or as FB puts it - you prevent unlawful discrimination and follow advertising policies). Certain features like lookalike audiences and selecting specific age ranges or gender is not available when serving ads within these categories. There also is limited targeting options within interests and behavior selections. Facebooks aim with these new categories are to keep advertising on the platform inclusive and not discriminatory.

Running into issues with this new update or struggling on how to serve your ads to your intended audience now? Reach out to us and we would be happy to help you find a solution.