Pennock SEEDs: Mastering Meta Brand Safety and Suitability Controls for Effective Advertising

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Mastering Meta’s Brand Safety and Suitability Controls: A Guide for Advertisers

As digital advertising evolves, ensuring your brand’s message aligns with appropriate content has never been more crucial. Meta’s Brand Safety and Suitability tools empower advertisers to control where their ads appear, safeguarding brand reputation and optimizing reach. Here's an in-depth look at these controls and how they can enhance your campaigns.

What is Brand Suitability and Safety?

Brand Suitability Control encompasses tools and settings that allow advertisers to manage the content their ads are displayed alongside. These controls ensure alignment with brand values and messaging, helping avoid association with inappropriate or misaligned content. Meta’s Brand Safety and Suitability Centre offers features that can be applied at the business or ad account levels for comprehensive control.

Key Brand Suitability Controls

Inventory Filter

The inventory filter allows advertisers to manage the sensitivity level of organic content their ads are adjacent to. This tool is available for Feed ads (e.g., Facebook Feed, Instagram Feed, and Reels) and In-content ads (e.g., Facebook in-stream video). The three settings include:

  1. Expanded Inventory: Displays ads alongside content that adheres to Content Monetisation Policies, maximizing reach.

  2. Moderate Inventory: Excludes highly sensitive content, reducing reach and potentially increasing costs.

  3. Limited Inventory: Excludes additional sensitive content and live videos, further lowering reach and raising costs.

Block Lists

Block lists help you prevent ads from appearing in undesirable locations. Options include:

  • Publisher Block List: Excludes specific Pages, profiles, or creators.

  • Content Block List: Prevents ads from appearing near unsuitable organic content on Feed and Reels.

Publisher Allow List

This feature ensures ads are shown only on selected publishers, offering precise control over placements. It’s applicable for Meta Audience Network and Facebook in-stream videos.

Topic Exclusions

Exclude specific topics for Facebook in-stream videos at the ad account level, including:

  • Gaming

  • News

  • Politics

  • Religion and Spirituality Additionally, ads can avoid live videos and non-partner publisher content.

Content Type Exclusions

Filter out live videos or content from non-partner publishers, ensuring your ads are aligned with your standards.

Content Allow Lists

Collaborate with trusted Meta Business Partners to create customized lists of brand-suitable organic content for Facebook in-stream campaigns.

How to Apply Brand Safety and Suitability Filters

  1. Inventory Filter: Set under the placement section in ad set level settings.

  2. Other Filters: Access via “All Tools” in Meta Business Manager. Select "Brand Safety and Suitability" and choose the relevant ad account.

Delivery Reports & Partner Publisher Lists

Delivery Reports

Monitor where your ads appeared and their performance metrics. Use this data to refine publisher block lists for better results.

Partner Publisher Lists

These lists feature publishers adhering to Partner Monetisation Policies, updated daily, and available for placements like Facebook Reels, Audience Network, and Instagram Feeds.

Bonus: Budget Scheduling

Meta’s Budget Scheduling feature allows you to schedule budget increases for campaigns or ad sets during high-demand periods. Key details include:

  • Daily Budget Campaigns Only: Maximum of 50 high-demand periods per campaign.

  • Budget Limits: Cannot exceed 8x the daily budget during high-demand periods.

  • Scheduling Options:

    • Time-Based Events: Adjust budgets based on peak traffic or promotional times.

    • Macro Events: Leverage large-scale events like festivals or sporting events.

    • Promotional Events: Schedule around launches, sales, or product releases.

Conclusion

Meta’s Brand Safety and Suitability controls offer comprehensive tools to ensure your ads align with your brand’s values while optimizing campaign performance. By strategically utilizing inventory filters, block lists, and budget scheduling, you can achieve both reach and relevance in your advertising efforts.

For tailored advertising strategies that prioritize brand integrity and performance, contact Pennock Co. today!

Analytics, Marketing Strategy, Pennock SEEDsNikki Lindgren