Fb is likely one of the hottest ad platforms for corporations to make use of. It’s a part of the duopoly with Google and drives a ton of 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 could be some areas that you just don’t need your advertisements to point out for one cause or one other.
On this publish, 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 benefit from
Let’s evaluate 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 essentially 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 improve prices as you’re serving your advertisements to a smaller variety of customers.
Reasonable 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 cellular 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 kinds of content material that may present in every placement in these tables beneath:
What’s probably extra helpful for immediately is realizing methods 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 easy. You possibly can select the stock degree you need for every part by checking the field subsequent to the choice you favor. Then, if you would like a unique setting for the Viewers Community, you simply need to uncheck the field subsequent to the “Hold the identical setting for the Viewers Community” message and alter that as effectively.
The second choice 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 alter, then scroll right 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 alter 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 effectively. Though it’s not centered explicitly on “model security,” advertisers do have management over which placements their advertisements present across the Meta Advertisements Community.
For those who had been to edit your placements and shift to guide placements, you then have a complete record of all of the placements for Fb that you could decide into or out of.
There are test containers for the 4 main networks on the prime: Fb, Instagram, Messenger, and Viewers Community. Then beneath, 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 exhibiting 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 means that you can forestall your advertisements from exhibiting 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 right down to Supply Experiences.
There, you’ll then select which placement kind you’d prefer 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 among our advertisements confirmed up on. Every of the opposite reviews will present you one thing related.
From right here, you may click on on every of the listings to see what the web page seems to be like and decide if you happen to’re okay along with your advertisements exhibiting on that web page or not.
For those who’re high quality with a web page, you may go away or not it’s. However if you wish to forestall your advertisements from exhibiting on a particular website, however you wish to proceed within the Fb in-stream video placement, you may add particular person placements to a Block Checklist.
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 Checklist from this web page.
Or you may head to the primary Block Checklist 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 record stuffed with the position URLs you wish to exclude. Both technique is okay, however I personally discover the choice with the position reviews 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 choice, you’ll have the power so as to add a block record to your ad set.
4. Content material kind exclusions
Clearly, the final screenshot provides away the final two kinds 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 kind exclusions permit you to exclude your advertisements from exhibiting subsequent to content material primarily based on the kind of content material.
The controls are fairly easy. You possibly can exclude Stay movies, In-stream non-partner publishers, and Reels from non-partner publishers. The advantage of doing that is merely further management over your ad placements. For In-stream and Reels placements, you’ll discover the excellence of “non-partner” publishers, which means people who haven’t signed up for monetization and due to this fact 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 kind of content material.
5. Subject exclusions
The final choice 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 record that solely permits for checking or unchecking sure containers. Whether or not it’s Gaming, Information, Politics, or Faith, there’s a easy checkbox on the account degree that you could decide into and maintain your content material from exhibiting 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 doable, they’ll’t assure that every one content material and publishers can be compliant or aligned along with your distinctive model suitability requirements. That’s the place these controls come into play.
Whether or not you’ll want to appease a really choosy shopper or are operating into points with unsavory content material, the model security and suitability controls inside Fb Advertisements can provide you some fairly straightforward methods to make sure your advertisements (or your shopper’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 help you maximize Fb ad marketing campaign success!
Right here is the total record of Fb Advertisements model security and suitability controls your enterprise might use:
- Stock filters
- Placement controls
- Block lists
- Content material kind exclusions
- Subject exclusions
