What to Expect from Facebook Topic Exclusion Controls - Adpearance

What to Expect from Facebook Topic Exclusion Controls

Facebook is testing new advertiser topic exclusion controls with the aim to address marketers’ concerns about the content that accompanies their ads in News Feeds.

At the moment, brands advertising online have limited control over the type and quality of content that appears alongside their ads. Facebook is looking to address this head-on by providing advertisers with new topic exclusion controls. Soon, Facebook Ads administrators can exclude post keywords, phrases, or topics they don’t want their ads associated with. For example, topic exclusions related to ‘crime’ will ensure an ad for your company won’t be directly preceded or followed by a post about a true-crime show or local news about crime rates.

With product development and testing expected through the end of the year, details aren’t set in stone, but it’s looking like there will be two options for advertisers:

In-stream Topic Exclusions

To control what your video ads display next to in the Facebook News Feed,  advertisers will have the ability to exclude content that falls under the news, politics, gaming, and religious & spiritual topic areas.

Live Stream Topic Exclusions

To exclude your brand’s ads from appearing in live streams, advertisers will have the ability to completely opt-out in Brand Safety controls or choose on a case-by-case basis through Ads Manager.

Topic exclusions from Facebook may provide brands with more control over where their ads appear in the platform, and we’ll be closely monitoring tests and results as the social media platform pioneers this change. Facebook is a powerful brand awareness and lead-generation channel for many of the small businesses, auto dealers, and equipment brands we work with. If you’re interested in learning more about ROI-driven Facebook advertising, reach out for a free digital analysis.

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About the Author

Rachel Sather

Rachel is a digital advertising specialist. She gets your business in front of the right buyers at the right time using cutting-edge technology.

Adpearance is the digital marketing company obsessed with generating quality leads. Our solutions combine cutting-edge technology, premium tracking, and an expert team to transform business results.

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