Ep. 82 Facebook Ad Changes for Housing, Employment, and Credit

Introduction to the Marketing Lyfe Podcast Ep. 82

Episode 82 of the marketing life podcast. This is Taylor, Timothy, your host, and today guys, where are we talking about Facebook ad changes for housing, employment and credit. Let’s not waste any more time guys and dive right in.

Facebook Special Ad Core

So guys, basically Facebook has opened up a new category and Facebook, it’s called this special ad core category. If you guys haven’t seen it yet. Basically it’s limiting you with running ads for credit, employment or housing. So basically it’s, it’s taking away things from these types of ads. So basically you can’t, you can only do such a tight radius around certain things for housing, for credit and for employment. So it’s making it harder for advertisers that are in the specific industries.

So I’m just going to read some stuff from there. If you guys actually go and Facebook and click the button that says help choosing an ad special ad category, it’ll pop open. This thing that I’m about to read to you guys.

Credit Opportunity

So for credit opportunities it says ads that promote or directly link to a credit opportunity including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans and long-term financing.
This includes brand ads for credit cards that include a specific credit offer. So basically it’s just limiting people on how they can do their targeting and different things like that.

Employment Opportunity

As far as the employment opportunity goes, it says ads that promote or directly linked to an employment opportunity including but not limited to part or full time jobs, internships or professional cert certification programs related ads that fall within this category include promotions for job boards or fairs, aggregation services or ads detailing perks a company may provide regardless of a specific job offer. So again, like recruiting and trying to get people to come work for you and your business. Again, it is limiting you on those types of things.

Housing Opportunity

Housing opportunities or related services ads that promote or directly linked to a housing opportunity or related service including but not limited to listings for sell or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans and home equity or appraisal services. So again guys, it is tightening down on these industries.

Limiting Factors For Facebook Advertising

So basically what it is limiting when you come in here and hit this checkbox for these types of things, if you come in and creating these types of ads, it removes different targeting. So it says zip code selection is unavailable. Location selection must include all areas within a 15 mile radius of any selected city address or drop pin you when using custom audiences, be sure that your audience selections do not discriminate against people based on certain personal characteristics.

So they’ve also gone in and limited with detailed targeting, some detailed targeting options, which may include demographics, behaviors, or interests are unavailable excluding any detailed targeting sections is on available. So they’re really coming in and not allowing us to target like we want to all of your saved audiences. So using lists and using 1%, um, all of these have been disabled, so it’s going to be a lot harder to run ads in these specific industries as far as that goes.

Pros and Cons in Advertising

So what are some of the pros? What are some of the cons as an advertiser advertising in the, in this industry, obviously there’s tons of cons. Um, not having custom audiences, not being able to be really detailed on our targeting and different things like that. Right? Tons of cons there.

But pros are, a lot of times these ads don’t bring true value to people in the sense of like when someone’s scrolling through Facebook, a lot of times their first intent isn’t like, Oh, I want to credit opportunity or all I’m looking for a new job, or Oh, I’m looking for a new house. So from that aspect of things, it’s definitely beneficial for other marketers, right? Because it’s not ruining the user experience on that end. Yes, we could make these ads appealing and engaging and so on and so forth. But definitely why they had to go in and limit this, I’m not sure.

So all in all is in my opinion, it’s just overall a con in my opinion. Cause if they start doing this and other industries as well, it’s going to be so much harder to get leads and sales coming in through Facebook. Right? So a couple more things I forgot to throw in there. Like basically if you go in to these audiences, you can’t target age groups even it locks you in 18 to 65 and you can’t target genders as well.

Summary

So like I said, guys, it’s getting tight out there. Um, is it possible to continue to generate leads and sales? Of course. Um, I’ve, I’ve seen results coming in with this limited type of thing, but the truth is it could get hard. You’re just going to have to be very strategic when it comes to your copy. You’re going to be very strategic when it comes to your visuals and things like that. So it’s definitely going to hurt the bad advertisers out there and the good marketers are just going to keep on keeping on. So thanks guys for listening to this episode, episode 82.

Conclusion to the Marketing Lyfe Podcast Ep. 82

Thanks guys for listening. Like I said, if you guys need help setting up these types of ads, this is included over on my course. I can walk you guys through what you need to do to continue generating leads and cells. When you lose all the these custom audiences on locations and the gender and all those different things, I promise you guys, you can still get results. So go over and check out my online marketing master course. They’ll teach you guys all of this, and then I’ll work with you guys for three hours one-on-one. Thanks guys for listening. And peace.