Special Ad Categories With Facebook Advertising

Facebook Ads recently came out with an option to turn on “Special Ad Category” when creating your campaign. If you’re wondering what this is all about then read on …

According to Facebook Ads: “You’re required to declare if your ads are related to credit, employment, housing, social issues, elections or politics”

Here’s a little more information on each of the four Special Ad Categories:

(1) Credit Opportunity

Credit Opportunity: Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer.

(2) Employment Opportunity

Ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships or professional certification programs. Related ads that fall within this category include promotions for job boards or fairs, aggregation services or ads detailing perks a company may provide, regardless of a specific job offer.

(3) Housing Opportunity or Related Service

Ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services. This does not include ads designed to educate consumers or housing providers about their rights and responsibilities under fair housing laws. You can include the Equal Opportunity Housing logo and slogan to help differentiate your ads as non-discriminatory.

(4) Social Issues, Elections or Politics

Ads made by, on behalf of, or about a candidate for public office, a political figure, a political party or advocates for the outcome of an election to public office. Or, about any election, referendum, or ballot initiative, including “go out and vote” election campaigns. Ads regulated as political advertising. About social issues in any place where the ad is being placed.

Social issues are sensitive topics that are heavily debated, may influence the outcome of an election or result in/relate to existing or proposed legislation. Ads about social issues seek to influence public opinion through discussion, debate or advocacy for or against important topics, like health and civil and social rights. Learn more about ads about social issues, elections or politics.

Reference: https://business.facebook.com/business/help/298000447747885

Keep in mind you can NOT use certain targeting options when creating campaigns in the FB Ads special ad category. These targeting restrictions include:

  • age (must be 18-65 years)
  • gender (must be BOTH male and female)
  • behaviors and demographics
  • look a like audiences

Instead of the usual look a like audiences you WILL be able to create “Special Ad Audiences” instead which will create an audience based on similarities on online behavior and activity BUT doesn’t use categories like age, gender and ZIP code.

If you want to learn more about Special Ad Categories With Facebook Advertising you can watch the video below: