Strike Social Blog - ​​Essential Facebook Ads Protection Strategies You Need to Implement

​​Essential Facebook Ads Protection Strategies You Need to Implement


Since 2016, Meta’s commitment to providing utmost Facebook ads protection has steadily increased, with the progress being particularly notable in 2023. Acknowledging the pressing need for brand safety, Facebook has taken remarkable strides. Mediaocean 2022 Market Report and 2023 Outlook reveal that at the end of 2022, over half of the marketers surveyed indicated that their concerns about brand safety and suitability have improved compared to Q1.

Boost Ad Protection And Online Reputation On Facebook

Facebook’s transformation from a mere social media platform to a nearly $117 billion advertising company has been nothing short of innovative. To maintain its growth, responding proactively to the escalating concern for brand protection in the digital space keeps advertisers’ money on the platform. This continuous refining of its brand safety tools aims to provide a positive user experience and align with the transformation of content creation and user behavior.

Consequently, working towards transparency and trust within the advertising ecosystem, Facebook provides advertisers with the peace of mind they need. By prioritizing brand safety, Facebook has ensured advertisers continue building strong, positive, and meaningful connections with their audience.

This article will help gain insight into amplifying ad protection and enhancing the brand’s reputation on Facebook.

Facebook Brand Safety and Suitability: Updates and Developments

Facebook’s unwavering dedication to developing and improving its ad protection tools epitomizes its focus on brand safety and suitability. Over the years, the platform has continuously evolved, tirelessly combating harmful and inappropriate content from appearing alongside ads and enhancing brand safety on Facebook.

But how exactly has Facebook’s approach to brand safety evolved? To better understand this journey, let’s travel chronologically through the key updates and developments that have shaped their ad protection policies. These milestones underscore Facebook’s unrelenting pursuit to refine ad placement controls, making the platform safer and more dependable for advertisers.

facebook brand safety and suitability timeline of updates and developments 1

Exploring The Risks And Concerns In Facebook Advertising

Capitalizing on new advertising trends or less-explored ad formats opens a treasure chest of opportunities for brands. These new ad formats often deliver high engagement rates and can be quite appealing to advertisers. Take, for instance, Facebook Reels. As a significant focus of Facebook’s strategy, Reels offers access to an ad audience of 697.1 million people, signifying a promising avenue for exploration. With Facebook leaning hard into Reels, advertisers who establish a solid strategy can gain a competitive edge by leveraging this relatively new ad placement option.

Nevertheless, it is essential to approach these new ad formats with caution and prioritize brand safety. When launching ads across various formats on Facebook or any other platform, advertisers must be aware that not all content aligns with their brand values. Therefore, brands must proactively construct and implement strategies to protect their reputation. It’s essential for advertisers to maintain vigilance against potential reputational damage while exploring these enticing opportunities.

Steps to Protect Brand Reputation When Advertising on Facebook

Are you concerned about how to protect your brand on Facebook? Free yourself from worries. With Facebook’s in-app brand safety tools, advertisers have greater control to safeguard their brand. However, striking the balance between campaign efficiency and brand protection requires a strategic approach. Below, our team details important steps to attain campaign success without compromising safety and suitability.

  • Implement Content Moderation: By filtering and reviewing comments before they go public on the Facebook page, marketers can prevent spam, offensive language, or harmful content from being displayed. This proactive step helps maintain a clean and positive brand image.
  • Leverage Ad Placement Controls: Facebook allows media buyers more control over where ads should appear. Choose specific ad placements and exclude categories or types of content that may threaten brand image.
  • Optimize Audience Targeting: Sharpen ad campaigns by refining audience targeting. Use demographics, interests, behaviors, and other parameters to reach the right audience, maximizing campaign effectiveness and avoiding wasted impressions.
facebook audience targeting

Source: Facebook

  • Monitor Ad Performance: Regular checks on Facebook ads’ performance are media buyers’ important role during campaign flight. If there are placements that might not align with advertisers’ brand value or underperforming ads, consider adjusting the targeting strategy or excluding certain parameters.
  • Stay Informed on Facebook’s Advertising Policies: Get familiarized with policies and guidelines for Facebook advertising compliance. These policies cover aspects such as prohibited content, ad creative guidelines, targeting restrictions, and more. Adhering to these policies will help marketers avoid ad disapprovals or other penalties.

How Can Facebook Protect My Brand From Safety Issues?

Advertisers from businesses of all sizes often seek assurance on how Facebook can provide safety to their brands while advertising. Facebook offers several layers of protection, ranging from extended control through Facebook Inventory Filters to the implementation of community standards across all app users. These content safety guidelines work towards creating an appropriate environment for advertisers to enhance users’ ad experiences. Whether running ads across In-Stream Video or Instant Article placements, advertisers have the flexibility to tailor their efforts according to user needs and intentions.

Let’s explore some of the ways Facebook protects brands:

  • Facebook’s Community Standards and Instagram Community Guidelines: These policies serve as the benchmark for ad content, aligning it with community expectations and maintaining Facebook’s core values.
  • Community Standards Enforcement Report: Released quarterly by Facebook report shares metrics across various policy areas, such as hate speech, terrorist propaganda, and fake accounts, providing transparency about Facebook’s policy enforcement.
  • Content Review Teams: With a global team of over 15,000 dedicated content reviewers, Facebook diligently reviews and removes harmful content from the platform. This proactive approach helps combat hate speech, ensuring a safer experience for users and businesses alike.

Related article: How Can Facebook Brand Safety Defend Your Digital Presence

Facebook’s Commitment to Keeping Brands and Businesses Safe

In order for Facebook to win advertisers, the platform prioritizes Facebook ads protection to prevent any safety issues. The giant advertising company has implemented a comprehensive range of measures to create a secure advertising environment. This commitment stems from the recognition that brand safety is crucial for businesses seeking to maintain their reputation and establish trust with their audiences. By prioritizing brand safety and suitability, Facebook aims to provide advertisers with the peace of mind and confidence they need to promote their products or services on the platform.

To fully utilize Facebook ads protection and ensure that your ads are refrained from being shown with malicious content, you can take advantage of the following strategies and tools:

Ad Placements

During the ad creation process, you can select specific placements or opt out of certain environments if you prefer not to have your ads displayed there. This allows you to customize your ad placements according to your preferences.

facebook brand safety select ad placements

Publisher Lists

Facebook provides a comprehensive publisher list that details the URLs where your ads could potentially be placed on Audience Network, Facebook in-stream videos, Ads on Facebook Reels, and Ads on Instagram Reels. You can download and review this list to identify suitable publishers. By using this list, you can choose specific URLs to add to your block lists or publisher allow lists, giving you granular control over your ad placements.

facebook brand safety update publisher lists

Block Lists

If there are specific websites or URLs where you don’t want your ads to appear, this Facebook ads protection feature allows you to upload a list of those URLs. This prevents your ads from being delivered on those particular platforms.

Our dedicated team is actively implementing this brand safety feature, extending to all aspects of our ad ecosystem. To ensure seamless ad management, we take care of identifying the block list at the ad account level. By doing so, we guarantee that this setting is optimized for all upcoming campaigns.

facebook brand safety update block lists

Inventory Filter

By default, content that is excessively controversial or offensive, such as full nudity, excessive violence, terrorist acts, and misinformation flagged by third-party fact-checkers, is automatically excluded from ad placements. The Facebook Inventory Filter allows you to take brand safety a step further by giving you control over the specific types of content your ads appear with.

facebook ads protection inventory filter

Content Type Exclusions

This Facebook ads protection tool allows you to customize where your ads appear on in-stream videos. For example, you can prevent your ads from appearing in live videos or videos from publishers that have not signed up for monetization.

facebook brand safety and suitability content type exclusions

Delivery Reports

Facebook’s delivery reports offer impression-level data at the publisher and content levels, allowing you to understand where your ads appeared. This level of transparency enables you to assess the performance of your ads and make informed decisions about future placements.

facebook ads protection download delivery reports 1

Related article: Addressing brand safety measures for Google advertising

Stay Informed To Protect Your Facebook Ads

Protecting your ads on Facebook goes beyond just relying on the platform’s built-in features. It calls for a proactive and comprehensive approach, involving the implementation of various strategies and best practices. It’s important to stay informed about brand safety updates and adapt your strategies accordingly. This way, you can stay ahead of potential risks and maintain the effectiveness of your Facebook ads protection and brand safety measures.

By upholding high standards of brand safety and aligning your ads with relevant content, you create a more engaging and enjoyable experience for users. This, in turn, maximizes the impact of your advertising efforts and drives meaningful results for your business.

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