Our Blog

Sign up today for our weekly email packed with tips, tools, trends, and tactics to TRANSFORM your 2020!

Facebook Changes To Audience Targeting

September 18, 2018

Facebook Changes To Audience TargetingFacebook has changed their advertising policies. The social media company has stated that they have eliminated the ability for advertisers to target specific groups or disqualify certain groups from their targeted marketing programs. This change was made in an effort to prevent discriminatory advertising.

The change in marketing was said to be a direct result of the Russian advertising campaign for 2016 and of lawsuits filed against Facebook by the Department of Housing and Urban Development. Facebook further stated that it wants to ensure that no one is subjected to discrimination on their platform.

But Is This Really Fair To Advertisers – Targeting Should Be Allowed

The entire point of targeted marketing is to reach a specific group of people. For instance, in the home buying market, it would be illogical to target people who cannot buy a house, such as those under the age of 18, or for those who cannot qualify for a mortgage in the price ranges that your housing company offers.

Compared to other forms of advertising, Facebook is relatively inexpensive but if you can’t target your audience, it is a waste of money. Why should anyone pay for marketing to a broad range of customers that have no interest?

Television commercials are very targeted. Marketing companies specifically request to be shown during certain time periods or with certain programs to ensure that their products are seen by their market segment. Radio commercials are the same way. Why should Internet marketing be any different?

Yes, there will always be someone who is abusive of the system. There will always be that one marketing rep that wants to discriminate for personal bias reasons and not logical marketing strategy. What can you say about that except that justice will be served on them at some point in time? Punishing everyone, however, for the actions of these few marketers seems a little out of sync with the essence of marketing.

Make The Choices More Logical

It would probably be more within the guidelines of preventing discrimination if some of the choices that Facebook actually offers are removed. Marketing should be geared at age groups and income guidelines and little else. Adding such qualifications as “interests in mobility scooters” or “religious interests” should not even be allowed. Keep it simple and go by age and income.

Discrimination should not be accepted in any form, period. So why not make an effort to eliminate categorizing everything in a way that can only lead to discriminatory acts? By changing the policy to age group or income level, Facebook can allow marketers to reach their designated market without having to risk eliminating anyone based on race, religion, sex, disability or marital status.

Leave a Reply

Your email address will not be published. Required fields are marked *

Tags: , ,

Categorised in:

Want us to get started working for you?

Call 866-227-9769
or

Contact Us

Insights

Advertising

Introducing the New Google Analytics

Share on FacebookShare on TwitterShare on Linkedin Small businesses around the world use Google Analytics to measure and analyze website performance. Google Analytics has helped countless business owners refine website content, measure conversions, and scrutinize marketing channel performance. On October...

Analytics

Major Changes To Google Ads Impact New Home Marketing

Share on FacebookShare on TwitterShare on Linkedin On October 19, 2020, Google implemented major changes to the Google Ad platform for advertisers in the housing industry. The new restrictions placed on audience targeting criteria are designed to prevent biases against...

Advertising

Gearing up for the HBGS

Share on FacebookShare on TwitterShare on Linkedin Meredith Communications is excited about our upcoming Home Builder Growth Summit (HBGS). This event would not be possible without our valued sponsors. In last week’s blog post, we recognized our Presenting Partner Sponsors. ...


Newsletter

Subscribe to receive updates about our products and services:

Contact Us

8311 Brier Creek Parkway
Suite 105, PMB 428
Raleigh, NC 27617

Phone: 866-227-9769
Fax: 321-226-0246

Privacy Policy | Copyright 2020

Get Whova Home Builder Growth Summit

Summit Ticket Registration

IF YOU ENJOYED THIS POST...

You’ll love our weekly email packed with tips, how-to’s, and strategies to drive more traffic, leads, and sales to grow your business, plus: