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.

1. 5 Major Facebook
Changes Effecting
Your Ads.
Hosted by: Kendall Cagle

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. 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. 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. 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. 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. • 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. 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. 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. 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. 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. 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. 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. Key Takeaways
• Be compliant
• Own your page
• Understand changes

15. Q & A Time!