Liz & Sandro go over some of the recent changes to Facebook’s robust Ads Manager & how it may affect your small business’ marketing efforts.
Facebook Ads Manager Changes
Sandro: [00:00:03] Welcome to Liz & Sandro’s Marketing Podcast. We’re the twice weekly podcast that helps your small business grow through digital marketing through social media, SEO, email marketing so much more. This is Facebook week here so we’re talking about it again but this time we are talking about the facebook ads manager. Recently I got an e-mail saying there’s been an update or there’s an impending update for Facebook Ads Manager. But while that’s happening Liz noticed a few changes during some training recently.
Liz: [00:00:33] Yes. And by the way when I pulled this up to have a visual while we were recording I saw the notification “look for some updates coming this weekend.” So we may have more to talk about next week but
Sandro: [00:00:44] By the time people hear they’ll all see the update.
Liz: [00:00:46] Yeah. But any who was doing some training internally with the team just getting them up to speed on some of the latest ways to use the facebook ads manager. And as we were going through piece by piece one thing I noticed below the placements or in the placement section below where you kind of click “do you want to do news feed, right column, Instagram,” I noticed that there was a block list and it may have been there for a hot minute and I just missed it but
Sandro: [00:01:15] I’ve never noticed the blocklist.
Liz: [00:01:16] It was the first time that I stopped and I’m like “OK what is this?” So this is what Facebook says: “Block lists prevent your ads from appearing in specific places on Facebook. You can block publishers of Instant Articles & instream videos on the Audience Network, you can block specific websites and apps.”
Liz: [00:01:35] So as we were doing the training we were kind of thinking out loud and you know first thing that pops into my head is okay. One as I’m building new campaigns I’ve got to remember and add to my process to ask clients you know is there anywhere where you don’t want your ad to appear because or or it can’t anything you know any content you know that your ad could be associated with. Is there anything that we need to block? Thinking back to last year, YouTube had you know a lot of issues with Pewdiepie and Logan Paul. Advertisers were not happy. So I’m assuming that Facebook rolled out this feature in response to that. Again I had never seen it before this week so it must be pretty new. I haven’t tested it yet but but yeah there’s as we were brainstorming with my team like there’s definitely some clients who who might say, “hey like yeah we need to add something to that blocklist” because you’ve got to think how and where your brand is being viewed.
Sandro: [00:02:32] Correct. And I feel personally that Facebook has over extended themselves maybe they’re going too far into safety because, Liz I pointed out that quietly, and BuzzFeed broke this news quietly Facebook has stopped allowing you to target the LGBT, the lesbian, gay, bisexual, transsexual community in any advertisements and their story pointing out that there are outreach programs out there community outreach programs with low budgets that they want to zero in on the LGBT community because they want to tell you “hey there’s free testing here. Hey there’s free prophylactics here free educational materials classes…” Things like that aimed at you. And now they feel like they got to throw their money into the wind in their Facebook ads they can’t just target their core market.
Liz: [00:03:16] Yeah this is going to get tricky for Facebook. I know they want to prevent malicious activity and targeting. But there were a lot of benefits to being able to target based on these characteristics as well.
Sandro: [00:03:28] And in November they stopped allowing you to target racial groups and we were affected by this because ‘Coco’ that Oscar winning movie was being played in Spanish at some of our client’s theaters. And we wanted to target Hispanic people. And we were told, “You are not allowed to target Hispanic people.” And that really kind of ticked me off. But I I understand why but I know there’s other instances there’s a razor company called Bevel and they market themselves towards the African-American male community for razors. The skin and shaving techniques for African-American men is much different than those for non-African-American men. So this company aims themselves at that. And now they can no longer do that. They were very upset by this also. I do hope it’s temporary. I know it probably isn’t unfortunately. You can still use interest based targeting. So for the ‘Coco’ ad we used “I like Univision and Mexico’s soccer team” and a few other things just to . . . we got a nice response. So that still worked. But it would have been much easier to target people who are Hispanic or bilingual or things like that.
Liz: [00:04:30] Yeah. So get in there. Take a look at some of the new features. And like I said next week we may have a whole other episode of updates for you. But at a minimum get in there and play with this block list feature it looks like you can create specific lists so I’m hoping I can maybe even create you know different lists for different clients based on the different campaigns that we’re building. But but yeah that’s what’s going on with Facebook ads manager. As always if you have questions email us or reach out on social we are on Facebook Instagram and Twitter we would love to hear from you. Sandro, any final thoughts before we wrap it up.
Sandro: [00:05:07] Yeah and just so you know you don’t always just have to boost posts. I was talking to a potential new client this week and they’re like, “oh we boost posts” and boosting posts is like dipping your toe in the water. I would much rather you as a small business owner get into the Facebook Ads Manager.
Liz: [00:05:22] It’s so much more robust
Sandro: [00:05:25] And flexible.
Liz: [00:05:25] You can do so much more.
Sandro: [00:05:26] Exactly.
Liz: [00:05:27] Yeah. Well good. Good point. That wraps up today’s episode. Thank you for joining us. Again don’t forget to subscribe on your favorite podcast app. Connect with us on social. Go check out our new Web site. The marketing yeah the marketing podcast dot nets and we will see you next time.