43: What are Special Categories, and could it be your business?

Facebook Ads Quick Tips

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In this episode of the Facebook Ads Quick Tip Podcast, Stacy Covitz discusses the special categories in Meta Ads Manager that affect advertising strategies for businesses in housing, employment, credit, and politics. She explains the importance of understanding these categories to avoid discrimination and ensure compliance with Meta's advertising policies. The episode provides insights into how to navigate these categories effectively, including real-world examples and strategies for successful advertising within these constraints.
Takeaways

• If your business falls into a special category, rules change.
• Meta has to put guardrails in place for legal reasons.
• Your targeting and strategy will need to adapt.
• You can't target by age, gender, or zip code in special categories.
• Your creative and messaging become more critical.
• Warming up your audience is essential for success.
• You may need more content before running ads.
• Expect longer ad review times in special categories.

Consulting with a Meta ads strategist can help you navigate these challenges.

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