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*URGENT* Special Ad Category - What it means for the future of Facebook!

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by John.H, Aug 24, 2019.

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  1. John.H

    John.H
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    Getting Refreshed

    First Name:
    John
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    Not the best way to awaken my inactive forum account (Sorry @Jeff Kershner@Jeff Kershner).

    But I thought I'd be the first one to report it here. Seems some digital vendors are not prepared for it, which could disrupt your advertisements and the successfulness of them.

    Or much worse, put you in non-compliance, resulting in moderation of advertisements or ultimately a permanently banned ad account.

    Short TLDR; (Too Long Didn't Read) Summary:

    "HUD charged facebook, claiming that Facebook violated the 1968 Fair Housing Act by allowing advertisers that use the platform to target and exclude individuals based on protected categories such as religion, color, gender, age, etc."

    This change will prohibit dealers from promoting auto loan opportunities to people that are a specific gender and age. Certain targeting options, which may include demographics, behaviors or interests group, will be unavailable as well. Look-a-like audiences will be removed completely - this is what advanced Facebook Marketers use to achieve low-cost & sustainable results through the Facebook Platform, which creates a new challenge for dealerships trying to market themselves.

    So first off, who am I?

    Names John, I'm from Chicago. I own & operate a digital agency which manages a fairly large ad budget across a multitude of dealers nationwide, ranging from Used/New & Used/BHPH.. you name it.

    Shameless plugs...

    If you're looking to learn how to run Facebook Ads for your dealership check out my tutorial here:

    https://forum.dealerrefresh.com/thr...or-your-dealership-more-importantly-how.6322/

    Or maybe you're more interested in seeing how we generate leads, which you may view here:

    https://forum.dealerrefresh.com/threads/collect-car-buyer-leads-cheaply-effectively.6395/

    Moving On..

    A few weeks ago a few clients of mine received a message in their Facebook Ads Manager, notifying each of them about a silent update Facebook made regarding advertisements related to Credit, Housing, and Employment. Stating that if you were running advertisements in these categories, you MUST navigate to campaign level and adjust each campaign individually, submitting to it's respected category.

    upload_2019-8-23_15-28-7.png

    So why is this bad news?

    Although this isn't the end of the world, it truly levels out the playing field. Nearly negating the thousands of dollars in adspend dealers have paid to attain data, and some level of sustainability & optimization in their advertisement campaigns for selling cars.

    1: You will no longer be able to target people by Age.

    2: You won't be able to target certain Genders.

    3: Extreme limitations on behavior groups you can target.

    4: Some limitations on interest groups as well.

    5: Can no longer create look-a-like audiences, to target people similar to leads/buyers.

    6: Can no longer target people in less than a 15 mile radius.

    7: Cannot target or exclude individuals based on zip code.

    Biggest kick in the groin being no more look-a-like audiences.

    This is something advanced media buyers in the automotive space use to target car buyers more predictably. Without it, settling into optimization requires more ad budget and more time.

    What can I do to stay ahead?

    Again, not the end of the world. Facebook quickly announced a remedy to their removal of look-a-like audiences for those promoting ads in one of the now three moderated categories. (Credit, Housing, Employment)

    It's called a "Special Ad Audience". :lol::lol::lol::lol: (whoever came up with the name is a snowflake)

    Although the details aren't clear as to how different Special Ad Audiences are from Look-A-Like audiences, results are showing significantly less performance across the board.

    Time will tell!

    This thread will be updated with results and performance, as more of our advertisements are forced to move into this new "special" ad category.
     
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  3. John.H

    John.H
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    One of our first clients we've transitioned is starting to see some fantastic results for two campaigns.

    One being a hiring campaign, and the next being a Subprime Long Form (soft credit pull) funnel. Seems to be producing a reasonable cost-per!

    upload_2019-8-23_23-29-19.png

    We'll see more results in the morning I assume.
     
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  4. reverson

    reverson
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    Jr. Refresher

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    Ryan
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    Garber Automotive Group
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    Have you fully transitioned all of your campaigns or are you waiting for the December 4th deadline?
     
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  5. John.H

    John.H
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    First Name:
    John
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    Nearly all campaigns are transitioned. We're just finishing up - drafting some new campaigns as we speak.

    Some of our Spanish campaigns will be adjusted accordingly too!

    upload_2019-8-28_0-0-46.png

    Shockingly, these new Special Ad Audiences make our standard LLA's seem expensive!!!!

    Have you transitioned your campaigns in spite of Facebook's recent compliance requirements?

    - John
     
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