Apr 27, 2022
In General Discussions
At the beginning of this year, several Special Database updates were made within Facebook advertising with regard to the so-called 'special categories'. Where these categories were previously rolled out in phases for some accounts, it has unfortunately become a must for everyone since mid-January. Unfortunately? Yes, because the Special Database special categories limit your targeting. Because we were quite skeptical about this new update at first, I put it to the test and looked at what this means in practice for your campaigns and results. And honestly, I'm excited! What are special categories? When you create a campaign within Facebook Special Database Business Manager, one of the first steps is to choose a category that best describes the topic of your campaign. The topics you can choose from are: loans, housing Special Database and employment. If your campaign does not fall under one or more of these themes, then do not select anything. But if your campaign is covered, you must indicate this. Even if this subsequently means that you can no longer target certain demographic Special Database characteristics when creating your target group. Special Ad Categories Special Ad Categories Why does Facebook choose this? The idea behind it is actually quite noble. The special categories have been devised to Special Database stop discrimination on certain topics which should not be discriminated against. Simply put, for Facebook and Instagram Special Database ads, this means that you can no longer give very limited to no specific targeting to ads with topics about loans, housing and employment. Think of characteristics such as age, gender, zip codes or the use of similar target groups. In this way, Facebook wants to create inclusivity on topics Special Database where you should not differentiate between customers. Sounds good in principle right? A fourth category First something else. In addition to the three categories mentioned above, there is also a fourth category: social issues, elections or politics. You can still select specific demographic targeting Special Database options, but you must first confirm your identity and you cannot run ads in a country other than where you or the sender are located.