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5 Major Facebook
Changes Effecting
Your Ads.
Hosted by: Kendall Cagle
ABOUT US
It’s all in the name.
LOCAL.
The heart and dedication of a LOCAL
partner, powered by a national network.
Our awar...
CHANGE #1
Special
Ads
Category
Facebook is introducing self-identification of Campaigns that fall
under 4 main categories:...
How Does this Effect Your Ads?
Must choose the correct special ad category for your campaign.
• Male/ Female
• 18-65+
• Ge...
Made by or behalf of About Regulated
a candidate for public
office, a political figure, a
political party or advocates
for...
Political Ban Lifted
SOCIAL ISSUES ELECTIONS POLITICS
Social issues are sensitive topics that are heavily debated,
may inf...
• Advertisers interested in placing
these ads should complete the
ad authorization process.
• These ads must have a
discla...
CHANGE #3
Attribution
An attribution window is the number of days
between when a person viewed or clicked
your ad and subs...
How Does this Effect Your Ads?
• The reporting option/comparison tool will go away
• Pull in all the attribution windows t...
CHANGE #4
Ownership
vs. Admin
Access level and how it effects
your business pages.
HIGHEST ACCESS
Page Owner
NO OWNER
Admi...
How Does this Effect Your Ads?
Check your business manager asap.
NO ACCESS TO YOUR ACCOUNT
Could not have full access to y...
CHANGE #5
Apple™
iOS14
Update
How to prepare for it.
If iOS users elect to opt out of tracking, clients may see an
impact ...
How Does this Effect Your Ads?
• Update Facebook's SDK
• Verify your website's domain
• Configure 8 preferred web conversi...
Key Takeaways
• Be compliant
• Own your page
• Understand changes
Q & A Time!
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5 Major Facebook Changes & What They Mean for Your Ad Account Slide 1 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 2 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 3 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 4 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 5 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 6 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 7 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 8 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 9 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 10 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 11 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 12 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 13 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 14 5 Major Facebook Changes & What They Mean for Your Ad Account Slide 15
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5 Major Facebook Changes & What They Mean for Your Ad Account

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With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about.

Check out these webinar slides to learn what these changes are and how to make sense of everything.

You’ll learn:

• The 5 major changes, including those related to the Apple iOS 14 update.
• The effects these changes could be having (positive and negative) on your accounts.
• How to adapt your marketing strategy to continue seeing success on Facebook.

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5 Major Facebook Changes & What They Mean for Your Ad Account

  1. 1. 5 Major Facebook Changes Effecting Your Ads. Hosted by: Kendall Cagle
  2. 2. ABOUT US It’s all in the name. LOCAL. The heart and dedication of a LOCAL partner, powered by a national network. Our award-winning media coverage through 260 daily brands in 46 states across the country makes us the largest media company in the U.S. Together, we reach over 140 million consumers. iQ. We match our LOCAL, trusted brands with innovative technology and intelligence to provide industry-leading digital marketing services. Through our premiere partnerships with Google, Facebook, Instagram, and other social media platforms, we can provide local businesses with unmatched targeted marketing solutions. Sources: Gannett Investor Relations (Note, ex-Guam there are 260 local dailies across 47 states); Comscore September 2019 de-duplicated audience report.
  3. 3. CHANGE #1 Special Ads Category Facebook is introducing self-identification of Campaigns that fall under 4 main categories: SOCIAL ISSUES & POLITICS CREDIT HOUSING EMPLOYMENT
  4. 4. How Does this Effect Your Ads? Must choose the correct special ad category for your campaign. • Male/ Female • 18-65+ • Geographic Location Targeting • Country, region, state, province, city or congressional district • No personal questions can be asked in lead forms • Less detailed targeting options • Special Ad Audiences • Audience based on similar online behavior and activity Facebook 2021
  5. 5. Made by or behalf of About Regulated a candidate for public office, a political figure, a political party or advocates for the outcome of an election to public office; or Election, referendum, or ballot initiative, including "go out and vote" or election campaigns Political advertising • Facebook implements New Authenticity Measurements • Can now run ads on social issues, elections, or politics. Nov. 4, 2020 a ban was placed on ads for political and social issues. March 4. 2021 ban was lifted! CHANGE #2 Political Ban Lifted Ads about social issues, elections or politics are:
  6. 6. Political Ban Lifted SOCIAL ISSUES ELECTIONS POLITICS Social issues are sensitive topics that are heavily debated, may influence the outcome of an election or result in/relate to existing or proposed legislation.
  7. 7. • Advertisers interested in placing these ads should complete the ad authorization process. • These ads must have a disclaimer with the name and entity that paid for the ads linked to the ad account. • If an ad runs without a disclaimer, it’ll be paused, disapproved and added to the Ad Library, until the advertiser completes the authorization process. Ad Authorization Process How Does this Effect Your Ads?
  8. 8. CHANGE #3 Attribution An attribution window is the number of days between when a person viewed or clicked your ad and subsequently took an action. 28 day Attribution 7 day Click 1 day View
  9. 9. How Does this Effect Your Ads? • The reporting option/comparison tool will go away • Pull in all the attribution windows to understand how your numbers will be impacted in the future.
  10. 10. CHANGE #4 Ownership vs. Admin Access level and how it effects your business pages. HIGHEST ACCESS Page Owner NO OWNER Admin has highest access PAGE OWNER ROLE Owns the page and has all rights to company.
  11. 11. How Does this Effect Your Ads? Check your business manager asap. NO ACCESS TO YOUR ACCOUNT Could not have full access to your business. SPENDS UNAPPROVED MONEY Former employee spends money on ads you don’t need. WHAT TO DO? • Go to business Facebook page • Check business owner • File an admin dispute
  12. 12. CHANGE #5 Apple™ iOS14 Update How to prepare for it. If iOS users elect to opt out of tracking, clients may see an impact to their overall marketing efforts. App Permission Prompts Requiredfor all apps Prohibits IDFA Tracking Must opt in User opts into Tracking Nothing Changes!
  13. 13. How Does this Effect Your Ads? • Update Facebook's SDK • Verify your website's domain • Configure 8 preferred web conversion events per domain in Events Manager. • Learn more about how to use Facebook Pixel to reach devices on iOS 14 and measure performance. Facebook buy button on mobile
  14. 14. Key Takeaways • Be compliant • Own your page • Understand changes
  15. 15. Q & A Time!

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

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