On June 21, 2022, Meta (Facebook) announced a significant Facebook Ads Housing Policy update. The settlement with the US Department of Housing and Urban Development (HUD) will change how housing ads are delivered.
The goal of the change is to make sure the audience that sees housing ads is closer to the eligible audience for the ads.
Meta will be sunsetting Special Ad Audiences as part of this new agreement.
This tool allowed advertisers to expand their audiences for ad sets related to housing.
What’s happening: Meta is removing the ability to create Special Ad Audiences via Ads Manager. This move began on August 25, and beginning October 12, they will pause the remaining ads containing Special Ad Audiences.
Ad sets can be reactivated once the Special Ad Audiences are removed from the ad sets.
How to Protect Your Account from the Impact of Facebook Ads Housing Policy Update?
Have no fear. In this video, Kiley and JT from SilverStreet Marketing take you through the strategy you can execute to keep your Facebook Ads accounts active and how to continue to generate high-quality motivated seller leads via this marketing channel.
They cover three important steps:
- Start removing special ad audiences now.
- You’ll need to understand that testing will be even more important than ever. Tests include finding how much to allocate to top-of-funnel and middle-of-funnel campaigns.
- Make frequent changes. Frequency levels (how often people see the same ad) can be critical. Test to find out what media types work and expand on those ads.
FB will remain a viable marketing channel, especially in a broader marketing strategy.
Stick with sound marketing principles. Invest a little time to make the necessary changes.
We’ll monitor how this update impacts Carrot members’ Facebook accounts and leads.
Real estate online marketing is a constantly changing landscape. We’re committed to continuing our data-driven, expert-tested vision, strategy, and tactics to help you build a business of freedom and impact.
Tell us if you found this video helpful, and drop us a comment with your thoughts.
Follow the tips SilverStreet covered in this video and continue to generate motivated leads from your Facebook account.
We’re here for you!