Fb is among the hottest ad platforms for firms to make use of. It’s a part of the duopoly with Google and drives a ton of site visitors and worth for advertisers.
Whether or not you’re operating advertisements for your self or at an company, it’s essential to know that whereas Fb and Instagram attempt to implement group requirements for all placements of their community, there nonetheless is perhaps some areas that you simply don’t need your advertisements to point out for one motive or one other.
On this submit, I’m going to stroll by means of the model security and suitability controls you’ve gotten inside Fb Advertisements and discuss how you should utilize them to guard your manufacturers.
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Fb Advertisements model security and suitability controls you may make the most of
Let’s evaluation all of the obtainable choices Fb Advertisements affords for model security and suitability exclusions and controls.
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1. Stock filters
The primary and broadest-reaching management is Stock Filters. These filters permit you to choose the kind of natural content material you’re keen to point out subsequent to in a given placement primarily based on the sensitivity of the subject.
There are three ranges of sensitivity for content material.
Restricted stock is probably the most restricted and your advertisements is not going to present subsequent to any delicate content material, however as Fb warns, this might decrease your attain and enhance prices as you’re serving your advertisements to a smaller variety of customers.
Average stock is what advertisers are opted into by default for in-content placements, or Fb in-stream movies, advertisements on Fb Reels, and advertisements on Instagram Reels and Meta Viewers Community.
Expanded stock has the widest attain and your advertisements will present throughout all content material that adheres to the content material monetization insurance policies. That is the default focusing on for all feed placements like Fb Feed, Fb Reels, Instagram cell feeds, and Instagram Reels.
So the query then is, “what do every of those filter ranges imply?”
By default, content material like all full nudity, extreme violence, terrorist acts, or misinformation, which is recognized by third-party fact-checkers doesn’t meet the Fb and Instagram Neighborhood Requirements & Pointers and gained’t be eligible for monetization, so your advertisements gained’t present subsequent to that content material.
However past these preliminary requirements, there are totally different categorizations by every placement on the Fb community. Whereas it’d get a bit convoluted, you may take a look at the sorts of content material that may present in every placement in these tables under:
What’s possible extra helpful for right this moment is realizing the right way to apply these ranges of management. There are two choices for this.
First is on the account degree. Head over to your left-hand navigation and click on on Model security and suitability.
From there, you’ll have a number of buttons to click on to get the display screen above, together with clicking the Change hyperlink subsequent to the Stock filter part on the prime, then opening the 2 drop-down arrows subsequent to the Fb in-stream movies, Advertisements on Fb Reels and Advertisements on Instagram Reels and Viewers Community sections.
After that, it’s fairly simple. You may select the stock degree you need for every part by checking the field subsequent to the choice you like. Then, in order for you a distinct setting for the Viewers Community, you simply need to uncheck the field subsequent to the “Maintain the identical setting for the Viewers Community” message and regulate that as properly.
The second possibility is to regulate this stock filter on the ad set degree. For that, you merely have to navigate to the marketing campaign and ad set you wish to regulate, then scroll all the way down to the Placement controls, open the arrow on the backside for “Extra,” then click on the edit pencil subsequent to the Stock filters and regulate to your required settings.
2. Placement controls
Whereas we’re right here, let’s talk about the position controls you’ve gotten obtainable in Fb Advertisements as properly. Though it’s not targeted explicitly on “model security,” advertisers do have management over which placements their advertisements present across the Meta Advertisements Community.
Should you had been to edit your placements and shift to guide placements, you then have an entire listing of all of the placements for Fb which you can choose into or out of.
There are verify bins for the 4 main networks on the prime: Fb, Instagram, Messenger, and Viewers Community. Then under, you may choose particular person placements inside every grouping to additional customise your ad placements.
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3. Block lists
Taking your controls for placements one step additional, Fb permits advertisers to make use of Block Lists to stop your advertisements from displaying alongside particular placements across the Fb community.
These aren’t to be confused with the position focusing on we simply talked about. This goes one step additional and lets you stop your advertisements from displaying on particular monetizing companions content material.
First, let’s begin by speaking about how you’d discover out the place your advertisements have proven. Within the Model Security and Suitability supervisor, head all the way down to Supply Reviews.
There, you’ll then select which placement sort you’d wish to see a supply report for.
If I select Fb in-stream movies, I’ll get a report that appears like this. Every of those is a particular web page one in all our advertisements confirmed up on. Every of the opposite experiences will present you one thing comparable.
From right here, you may click on on every of the listings to see what the web page appears to be like like and decide in the event you’re okay along with your advertisements displaying on that web page or not.
Should you’re high-quality with a web page, you may go away or not it’s. However if you wish to stop your advertisements from displaying on a particular web site, however you wish to proceed within the Fb in-stream video placement, you may add particular person placements to a Block Listing.
You are able to do that by checking the field subsequent to the position you wish to exclude, after which clicking Add to a Block Listing from this web page.
Or you possibly can head to the primary Block Listing space within the Model Security and Suitability part, click on “Create New” and then you definitely’ll see a display screen that appears like this the place you may add a block listing stuffed with the position URLs you wish to exclude. Both methodology is okay, however I personally discover the choice with the position experiences a lot simpler to handle and replace.
Lastly, block lists may be utilized on the marketing campaign/ad set degree if in case you have solely a particular set of advertisements that must be in guarded areas. Identical to the earlier part controls earlier, head to the placement controls on the ad set degree and below the extra possibility, you’ll have the flexibility so as to add a block listing to your ad set.
4. Content material sort exclusions
Clearly, the final screenshot offers away the final two sorts of controls we’re going to speak about. These can each be utilized at both the account or marketing campaign/ad set degree below placements, however the subsequent management goes to be again in the primary Model Security and Suitability part. Content material sort exclusions permit you to exclude your advertisements from displaying subsequent to content material primarily based on the kind of content material.
The controls are fairly simple. You may exclude Stay movies, In-stream non-partner publishers, and Reels from non-partner publishers. The good thing about doing that is merely extra management over your ad placements. For In-stream and Reels placements, you’ll discover the excellence of “non-partner” publishers, that means of us who haven’t signed up for monetization and subsequently aren’t topic to a number of the identical group requirements.
Stay movies are additionally extremely unpredictable, so excluding them out of your campaigns could assist alleviate any issues about that sort of content material.
5. Subject exclusions
The final possibility we’re going to speak about is sort of a no brainer given the local weather in public discourse during the last half-decade or so, however Subject exclusions permit you to cease your Fb in-stream video advertisements from showing in on-demand movies about sure subjects.
Identical to content material exclusions, this may be utilized on the account or marketing campaign/ad set degree and is only a quick listing that solely permits for checking or unchecking sure bins. Whether or not it’s Gaming, Information, Politics, or Faith, there’s a easy checkbox on the account degree which you can choose into and hold your content material from displaying subsequent to these discussions.
Use Fb model suitability controls
Simply as Fb says all through the Model Security and Suitability controls part within the accounts, whereas they apply model suitability controls as successfully as potential, they’ll’t assure that each one content material and publishers might be compliant or aligned along with your distinctive model suitability requirements. That’s the place these controls come into play.
Whether or not it is advisable appease a really choosy consumer or are operating into points with unsavory content material, the model security and suitability controls inside Fb Advertisements may give you some fairly simple methods to make sure your advertisements (or your consumer’s advertisements) solely present subsequent to brand-safe content material and don’t put the corporate in a foul gentle. For extra methods to refine your Fb Advertisements placements and focusing on, see how our solutions may also help you maximize Fb ad marketing campaign success!
Right here is the total listing of Fb Advertisements model security and suitability controls your enterprise might use:
- Stock filters
- Placement controls
- Block lists
- Content material sort exclusions
- Subject exclusions
