Meta Removes Ad Set Placement Control for Sales, Leads, App Promotion and Engagement Campaigns
TLDR
Meta is eliminating ad set-level placement control for Sales, Leads, App Promotion and Engagement campaigns, while adding account-level placement restrictions by objective.
What this means for your accounts
- Status
- Policy change
- Platform
- Meta
- Affects
- Ad set placement controls, Placement value rules, Account-level placement exclusions
- Who
- Advertisers running Sales, Leads, App Promotion or Engagement campaigns on Meta
- Effective
- Not specified in the source
- Action needed
- Review placement settings and use value rules or account-level exclusions by objective if you need to limit specific placements.
Meta has made an official announcement that placement control is being removed at the ad set level for Sales, Leads, App Promotion and Engagement campaigns, leaving only Awareness and Traffic objectives with that control, as Jon Loomer reports. Meta recommends customizing creative per placement, using placement value rules to lower bids, and setting account-level placement exclusions by objective, which now can be restricted by campaign objective rather than applied globally.
How we got here
- Oct 12Meta Offers Updated Guidance on Ad Placement Control
Meta released updated guidance on ad placement control options as it continues automating its ad display systems.
- Aug 31Meta automatically excludes wrong audiences in new customer acquisition mode
Meta's Customer Lifecycle Strategy is auto-excluding incorrect custom audiences when you select new customer acquisition, forcing manual review to avoid targeting errors.
- Aug 20Meta is eliminating placement and device exclusions from ad set configuration
Meta is removing the ability to exclude individual placements, platforms, devices, and operating systems from ad sets, pushing advertisers toward bid value rules instead.
- Jul 16Meta Redesigns Audiences Section to Prioritize Labels for Custom Audience Segmentation
Meta is redesigning its Audiences section to organize custom audiences by labels, making audience labeling more prominent to support its value rules bidding feature.