Should you apply Topic Exclusions?
Ever since Meta’s announcements about content moderation changes, brands are looking into options. If you run ads, you might consider Topic Exclusions.
Where to Find It
This is found in the Brand Safety and Suitability section. Click on “Controls” on the left and then “Ad Account Settings” at the top. Next to Topic Exclusions, click “Change.”
Topic Exclusions will allow you to “Stop your Facebook in-stream video ads from appearing in on-demand videos about specific topics. These won’t apply to live videos.”
There are four options topics that you can exclude:
- Gaming
- News
- Politics
- Religion and Spirituality
Should You Use These?
If you’re worried about the videos your ads appear in, especially with the new moderation rules, you may want to consider these. At least Politics feels like a topic you might exclude.
Topic Exclusions are only available account-wide, so you can’t make this adjustment by ad set.
As always, these types of restrictions will limit where your ads can be shown, which can increase your costs. But if you or a client are concerned about Meta’s new environment, tools like Inventory Filters and Topic Exclusions could add a layer of protection to hopefully keep your ads out of the most problematic videos.
Is this something that you’ll use?
