Facebook’s Special Ad Category consists of ads relating to Housing, Employment, and Credit opportunities. Facebook created these ad restrictions to “help protect people on Facebook from unlawful discrimination” and these restrictions can be tricky! If you’re running an ad about anything housing, employment, or credit related, you will be using this special ad category. Deciding whether or not your ad falls under this category is not the tricky part, but rather deciding how to use them to your advantage.
Here’s 4 things you should know:
You’ll be limited on your normal targeting options, such as behaviors and lookalike audiences. With this, use as many interests as possible to narrow your audience. Any relevant interests will increase your impressions and get your ad in front of more people.
While you can’t use your customer email list to create a Custom Audience, you can create a Special Ad Audience. The Special Ad Audience is in lieu of the Lookalike Audiences, but works more or less the same way. It will take your customers information and show your ad to people who have similar online behavior without matching their demographics!
You may not be able to use your customer list, but you can still create a Custom Audience based on your website traffic. Just as you would with a retargeting ad!
Watch and review your ads closely and frequently. You want your ad to be shown to relevant users, whatever your goal may be, so make changes accordingly.