Facebook Ads Content Suitability Controls

Key Takeaways

the Facebook ads Network or meta ads Network now has lots of different placements where your ads can show up they include lots of different options on Facebook and Instagram but they also include the extended Network that can be operated by Third parties now the good news is that there are tons of different controls you can use to make sure that your ads show up in only brand safe locations and in this video we want to give you an overview of all of those different types of options and then direct you to more specific videos so you can start testing out the ones that make sense for you the controls that probably everyone is familiar with are going to live in the campaign Builder process you can see here I already have one campaign selected and I have the checkbox on this ad set because all placement targeting lives at the ad set level in Facebook ads to start deciding where your ads can show up I'm just going to come up here to the edit pencil and we're going to scroll past everything in the middle here until we get down to the placement section in this version of the interface based on how this campaign is set up that is right above optimization and delivery and right below the audience targeting so we're going to spend our time here Advantage Plus placements is the new naming convention for opting into all placements Across The Meta ads Network and that's what this campaign is opted into for now but to start controlling this and have a little bit more say in where your ads show we're going to hover over this language you can see as I did that we now have an edit pencil over here to the right the second option down below is going to be manual placements this is where you choose where your ads show and as Facebook says the more placements you select the more opportunities you'll have to reach your target audience so if we click the manual placements option here you'll first get a warning that says you could get better results with Advantage Plus placements and that might be true but if we're trying to control the locations for our ads to show up there's probably a reason for it and we want to make sure that our brand messaging is safe before we start prioritizing better results so let's scroll down here the first thing you can do is Select which devices you want to use again you can have all devices just mobile or just desktop that one's pretty simple but in the next couple sections you can control exactly where your ads are going to show these platform options up here at the top allow you for a highle checkbox to be on Facebook or Instagram or messenger or the Audience Network and then each of the locations down below is a more specified option you can start to look through these by opening up the downward arrow and seeing what all placements make up the feeds option I'm not going to go too much into depth here because we already have another video that walks you through how to customize your placements you can check that out right here but safe to say you can opt fully into the feeds stories and reals search results or you can check out of them and no longer show up there so depending on what type of placements you're showing up what you're trying to control for adjusting the placements is a pretty easy one just so hopefully y Facebook doesn't make my computer too hot I'm going to switch back to Advantage Plus placements and we'll move on to the next section now the remaining options that I want to show you for controlling where your ad shows up are a bit buried in this View and they also can live elsewhere in your account so we're going to jump around a little bit but we're still in this placement section CU that's still what we're controlling for but I'm going to click on this show more options down here and when I do that you can see we have an entire new section show up and the first thing I want to talk about is the inventory filter so if I hover over the information here these let you control the type of content you appear alongside in your specific placements they're intended to control your Brand's presence on certain Facebook placements whether it's Facebook instream reals or the Audience Network and all we need to do here is come to the edit pencil and now for this ad set by itself we can decide whether we want to opt into expanded inventory the default which is moderate inventory or limited inventory now I'm not going to too far into depth about what each of those are because we already have a video that walks you through Facebook ads inventory filters you can check that out right here but for the sake of this video just know that expanded inventory means you're a lot more lenient on what you show for and you'll have more Impressions that come through that type of setting moderate is going to be what everybody is defaulted into even if you don't change anything and it excludes moderately sensitive content limited is for those of you who have extremely strict brand guidelines of what you need to show up next to and you're not going to show in nearly as many placements as you would for the others this also lowers reach and can increase costs if you want to check out what is available in each of these settings you can click see this list you'll have an option that looks like this again I walked through that in the other video but the main thing to know is that the inventory filter you see right now on the screen applies only to the ad set that you're in if you need this to apply across the board in your account the easier place to do that is actually going to be in this link up here brand safety and suitability now if I click on that that will take me to this page I'm still in the meta business manager but now I'm on a different page here you'll still see the inventory filter up here at the top and if I wanted to change the placements for Facebook instream and adds on reals I can do that the language here will look the same but adjusting the inventory filter in this portion of the interface means that you're going to apply that to your entire account not just the single ad set that you're in so for some reason you have some sensitive language in that specific ad set and it's not going to matter everywhere else adjust that in the campaign Builder but if you need this to apply to the entire account you're going to want to do it in the brand safety and suitability section that way you do it once and it's done for the next option we're going to stay here on this page and it's going to show up in a couple places first block lists let's see what they are think of these as a negative placement list in Google ads you're allowed to prevent your ads from appearing on certain placements if you don't consider them safe in The Meta ads Network to create a block list we need to come over to the block list page you'll click the create block list button here and then you'll have a handful of different options of how to create those now this is another instance where I'm going to send you to an existing video where I'll go a lot more into depth with block lists so if you want a detailed walkthrough for this check out the video at the top of the screen right now but effectively what you're trying to do here is upload a list of placements that you don't want your ad to show you can find those placements either in this partner publisher list page where you can download the list of all 8812 th000 or 1.38 million partner Publishers depending on which type of placement you're trying to control or you can use your delivery reports to find which partner Publishers you're showing up on in each of the different placements so that you can then create a block list once you've created your block list it will show up on this blocklist page you would then need to navigate back to your campaign Builder and then in this block list section here you need to edit and apply the list here you can create a block list right in the campaign Builder I just personally like to do it in the brand safety and suitability controls the last two controls we have are going to be around the type of content that you show up next to think of this as a more narrow view of the inventory filters and let's first start with topic exclusions these are going to allow you to stop your Facebook instream video ads from appearing in OnDemand videos about certain topics so again we can click on the change button we scroll down a bit we can keep our instream videos from showing on gaming news politics or religion and spirituality content depending on the brand that you're working with or the performance that you've seen these can be really hot button topics you don't want to show up next to them so if you don't want to be in any of these areas you would just click the check box next to it just like the other options though in the campaign Builder you can see that there are topic exclusions down below for some reason it's not letting me apply those at the adet level so depending on what your interface will let you do and not do might need to apply this at the campaign or account level but one thing to be aware of is that these won't apply to live videos these are only going to apply to existing pre-up loaded videos and that's because for live videos Facebook has no idea what the topic of those actually is and it can't categorize them into each of these different groups the last option is going to be content type exclusions so if I come over here allows you to exclude all live videos or all videos from nonp Partners meaning any publisher that didn't sign up for monetization and isn't subject to quite as strict of publishing rules so as we talked about topic exclusions do not include live videos but content type exclusions do so again just click the change button then up here at the top you can choose to exclude your ads from all live videos this would take care of any of that unknown factor you can also opt out of instream non-partner public Publishers and reals non-partner Publishers so these are pretty easy checkboxes that can help you make sure you're not showing up next to unvetted users or live videos where we don't actually know what the content is about just like the previous options these are also available in the campaign Builder you can simply check each of the boxes that you would want to that would apply again I don't have the option to check these boxes down here probably has something to do with my campaign settings but depending on whether you need this to apply at the campaign or account level make sure you're making those adjustments accordingly if you want a little bit more information about the content inventory and topic exclusions we do already have a video that covers them in a little more detail you can check out at the top of the screen right now but for now that's it for this quick overview of the brand safety and suitability controls for your Facebook ads campaigns whether it's opting into preset buckets for inventory filters or content type and topic exclusions or creating more specific block lists to apply to your campaign there are quite a few options you have to make sure that your ads aren't showing next to unsavory content Around The Meta ads Network so if you have any questions about any of these different options first I'll direct you to the other videos again that I mentioned that go into a little bit more detail about each of these but if those don't answer your questions about these controls or if you have any other questions about anything else in the meta ad system feel free to leave us a note in the comments below thanks for watching our video we really appreciate it if you liked it give us a thumbs up below if you really liked it maybe think about subscribing to the paid media Pros YouTube channel and you'll get alerted every time a new video drops if you really really liked it you can help support the channel by checking out some of the t-shirts that we're wearing on our merch shelf 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