Facebook has experienced a few GDPR hiccups, last year. Due to which it is making swift changes in its Facebook ad policy that can impact worldwide marketers. What is GDPR and why Facebook is shutting 50% of its targeting categories that allowed marketers to refine their digital ad campaigns?
General Data Protection Regulation offers EU citizen control on when and how their data can get collected and shared. Therefore, it impacts how corporates can use their client’s information. It even applied to social media. Any worldwide company dealing with EU resident’s private data needs to abide by this law. If you fail to comply with the GDPR rules, there is a hefty penalty.
If you are advertising on Facebook then it is sensible to choose an experienced Facebook ad agency to avoid the GDPR penalty. For example, GDPR impacts Facebook pixels. For marketing, there is a need to get approval from prospects if your website uses cookies or blogs to accumulate analytical data via 3rd party. Take support from the Australian Internet Advertising agency for your Facebook ad campaign to create ads without breaching the GDPR policy.
Top changes Facebook made that marketers must be aware of
Partner categories deletion
Categories like top spenders, homeownership status, travel habits, automotive shoppers, etc. got removed. Therefore, you will need to change your campaign structure. You can use Facebook’s exclusive interest in targeting, lookalike targeting, custom audience targeting features.
Legacy metrics removal
Several non-actionable and outdated metrics got removed. Top metrics like button clicks, actions, positive/negative feedback, canvas view percentage, etc. are removed.
Restriction of API use
To enhance user experience quality API got removed. It can impact multiple tools and management processes. It includes pages API, events API, group API, etc. Ensure to review every app that is used to manage Facebook ad campaign, to avoid negative impact.
Audience size & reach estimates exclusion
Facebook aims to change the way targets are presented before the advertisers. Even with custom audience feature, you will find that the definition, size, and reach estimation is not available. To resolve this problem you will need to monitor the daily approximations for reach & engagement. Even though these are not precise, you get an idea of the ad performance. You can depend on previous campaigns formulated for similar products and audiences.
Impressions counting
For extra transparency in reporting Facebook is making multiple impression reporting changes. Facebook will not charge the advertisers for extra impressions. It means campaigns with the same reach, engagement, and budget will show double impressions.
Every marketer needs to be aware of the GDPR changes. You need to comply with the regulation or block 100% EU traffic. GDPR can be beneficial to businesses and customers.
For businesses -
- Inspires more confidence in your organization because the customers know their shared details will be handled cautiously.
- You will promote ads before the audience interested in your promotional material and keen to listen to your brand message.
- With tight regulations on how to use personal data for advertising and promotional campaigns, organizations need to get more creative. It will enhance the end-user experience.
For consumers
- Increased privacy
- More control over sensitive personal data
Ensure to plan your Facebook marketing activities according to the GDPR!
