Meta Shakes Up Ad Targeting Exclusions
You may have missed this earlier in the year, but Meta has made a significant change by removing detailed targeting exclusions for new campaigns. This decision was based on the belief that these exclusions actually limit ad effectiveness, despite advertisers thinking otherwise. Meta’s ad targeting systems, powered by advanced AI, are now better equipped at displaying the right ads to the right users at the right time, resulting in improved campaign performance.
While detailed targeting exclusions are no longer available for new campaigns, existing ones will continue until January 31st, 2025. Advertisers can still utilize alternative exclusion options such as custom audience exclusions and account-level advertising settings. This move aligns with Meta’s future vision of creating ad campaigns without any manual work, relying on AI to generate optimized ad content.
Despite initial skepticism, Meta’s data suggests that removing audience exclusions might actually be beneficial. The platform is also seeing success with automated Advantage+ campaigns, indicating that this change could lead to positive outcomes for advertisers in the long run.