Navigating Facebook’s Special Ads Category for Financial Services

In mid-2019, Facebook rolled out the Special Ad Category, which limits advertisers running Housing, Employment and Credit campaigns. Campaign audiences must adhere to a specific set of parameters and have a Category applied or else they will be rejected. The most important takeaway from these changes is making sure your geo-target is greater than 15-miles, your audience age is 18-65+ and your detailed targeting parameters are accepted under the new policy.

Now, how does this affect Financial Services? Facebook defines a Credit opportunity as “Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans, and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer.” 

You’re thinking “okay, this doesn’t affect me in any way.” In some cases, you’re right – you probably won’t be affected. But Facebook’s algorithm is strong, and our experience dictates that it will catch anything and everything they deem requiring a Special Ad Category.

What does this mean? If your copy or your landing page makes mention of the above topics, we can guarantee your ads or your advertiser’s ads will be rejected especially if your audience doesn’t fit within Special Ad Category parameters.

The best and fastest fix is to update your audience and apply the Credit Category to your campaign and republish. This takes less time than appealing and potentially waiting for Facebook to hold firm on their rejection.

Related Article: How Best to Use Facebook’s Conversions Objective for Financial Services

Analissa Moreno is the Data Operations Lead for Tiger Pistol’s Client Success team. She has an MA in the History of Photography. As the data guardian, she owns all aspects of reporting as it relates to client support and manages non-engineering data projects. She also uses her creativity to elevate the business by making small, but impactful changes on a daily basis. When she’s not face-first in data projects, Analissa’s baking moderately complicated recipes, watching Harry Potter reruns and having fun with her dog, Rollei.

Navigating Facebook’s Special Ads Category for Financial Services

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