Some Meta advertisers received an alert yesterday when they opened their accounts. A Meta source confirmed that this alert was sent in error.
What was announced? The message stated that setting new detailed targeting exclusions would no longer be possible when creating campaigns after June 28th.
Existing exclusions would remain unless ad set targeting is changed. Exclusions based on brand suitability and employment will still be allowed at the account level across all campaigns.
However, that alert was a mistake, Meta confirmed to Search Engine Land.
Why we care Getting alerts about features that advertisers rely on can be unsettling. If fake alerts like these keep showing up, how should advertisers trust the alerts we see?
Advertiser concerns. Dario Zannoni, who received this alert, shared the information with his followers:
“By using targeting exclusions in combination with the other targeting options, it was possible not only to exclude interests for brand protection, but also to create well-curated audiences aligned with the specific product or service “.
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Search Engine Land contributor Navah Hopkins wasn’t happy to hear it was coming either:
“I’m pretty devastated by the news that Meta will be removing audience exclusions for all campaigns on June 28, 2024. One of the reasons audience exclusions made such a big impact is that they allowed us to be very specific about who we were going for. Beyond the flexibility of the ‘or’ and ‘and’ statements, we were assured that we could really adjust our messages.”
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
