Latest Facebook Ads update in 2023

Facebook Ads are changing in 2023. Are you ready?

Meta is updating its self-serve advertising terms for 2023, which could have a big impact on how your business advertises on Facebook and Instagram.

If you've ever advertised online, you know that even the smallest change to a tech giant's advertising policies can have a big impact on your business.

So in this blog, we'll break down what's changing in Meta for 2023 and highlight the ones you should be aware of before heading into another big advertising year in 2023.

What is self-service advertising?

Meta is changing its self-serve advertising policy for 2023. Before we dive into the big changes, let's take a quick look at what self-serve campaigns are.

Essentially, a self-service advertising campaign is an advertising campaign that allows users to define campaign criteria and purchase digital advertising without having to speak to a sales representative or publisher.

Social media platforms are an excellent way to advertise online because their broad audiences and intrinsic interests make it easy for marketers to target ads to groups of interest.

This means that with the right campaign settings and granular demographics, businesses can achieve incredible results from their ads. However, as the ads are also launched with the user’s own parameters, it can also be a money vacuum in the wrong hands

What happened to meta self-serve ads?

In a recent update, Meta announced that they have made significant changes to their self-service advertising policies. 

Changes to Meta's self-serve advertising terms have met with an angry response from marketers around the world.

Some notable highlights of their updated terms are as follows:

Ads can be removed for any reason

In their terms of service update, Meta states that "Your ads must comply with all applicable laws, regulations, and policies, as well as our Advertising Policies ..." but then the next line reads "We may reject or remove any ad for any reason."

Rather than helping users understand the platform with clear rules and terms, this update just confuses users. It begs the question, can Meta remove an ad if they just don’t like the ad?

Your Targeting may not work

Facebook and social media marketing in general an advertising juggernaut because it allows marketers to target ads to the people most likely to be interested in a product.

However, in a self-serve ad update, Meta claims that your ad may not reach your target audience, whether or not you're targeting that audience:

"...in placing your ad, we will use our best endeavors to reach your intended audience...although we cannot guarantee that your ad will achieve its intended purpose in all cases. …”

You can pay for ads that aren't shown

None of us want to pay for something we don't want, but on Meta, 2023 seems to be it. Another interesting line in their update to the condition:

"You can cancel your order at any time, but your ads may run for 24 hours after you notify us, and you remain responsible for paying for any ads you run."

In other words, even if you have turned off your campaign due to poor results, you may still have to foot the bill for another 24 hours.

Account security is your problem

Online security is becoming a bigger topic of discussion. In their ad terms update, Meta’s approach is essential ‘your account security is your problem, not ours’.

"You are responsible for maintaining the security of your advertising account, and you understand that you will be charged for any Orders placed on or through your advertising account."

This means that if your account is hacked, you will be held responsible and Meta will not be responsible for the spending.

Additionally, Meta also highlights:

“We cannot control how clicks are generated on your ads. We have systems that attempt to detect and filter certain click activity, but we are not responsible for click fraud, technological issues, or other potentially invalid click activity that may affect the cost of running ads.”

How should I advertise on Facebook in 2023?

For small or medium-sized businesses, these ad terms make it more challenging to run an online ad campaign.

In 2023, to get the results you need and the peace of mind that your spending and account security is tight, you need a digital advertising agency with a stellar track record.

At Marketing House, we have the creative, strategy, and tools you need to get results with your social media paid advertising campaign. But don't just take our word for it, let the stats speak for themselves.

We've worked with clients like El-Marmar to boost awareness locally and increase sales, achieving:

•        An increase in their reach by 1,159%

•        An increase in their engagement by 1,798%

•        A 4.6x increase in Sales when compared to previous