Should you apply topic exclusions?
Since Meta announced changes to content moderation, brands have been looking for options. If you run ads, you might consider topic exclusions.
where to find it
This can be found in the Brand Safety and Suitability section. Click “Controls” on the left, then “Ad Account Settings” at the top. Next to Topic Exclusions, click Change.
Topic exclusions will allow you to “prevent Facebook in-stream video ads from appearing in on-demand videos about specific topics. These do not apply to live videos.”
You can exclude topics with four options:
- gamble
- information
- politics
- Religion and Spirituality
Should you use these?
If you’re concerned about the videos your ads appear on, especially the new moderation rules, you may want to consider these. At least politics feels like a topic you might tune out.
Topic exclusions only apply to the entire account, so you can’t make this adjustment by ad group.
As always, these types of restrictions will limit where your ads can appear, which may increase your costs. But if you or your clients are concerned about Meta’s new environment, tools like inventory filters and topic exclusions can add a layer of protection to hopefully keep your ads away from the most problematic videos.
Is this something you want to use?
