10/12/2024
๐๐๐ ๐๐๐๐: ๐๐๐๐ ๐ข๐ฌ ๐๐๐ฌ๐ญ๐ซ๐ข๐๐ญ๐ข๐ง๐ ๐๐๐๐ฅ๐ญ๐ก ๐๐๐ฌ
Meta announced theyโll restrict health-related advertising starting this January, particularly for campaigns using standard Meta events under the category of "specific medical conditions.
๐๐ค๐ฌ ๐๐๐๐จ ๐ผ๐๐๐๐๐ฉ๐จ ๐๐ค๐ช:
1. Standard Events will no longer work for these campaigns.
Events like Purchase, Add to Cart, Initiate Checkout, etc., will be unavailable for optimization. Youโll be limited to Traffic or View Content objectives. This means your ads might reach people who only browse, but donโt buy. Imagine "window shoppers" in a mall just enjoying the aircon.
2. Performance Metrics Will Suffer.
Conversion rates and ROAS will drop. Bounce rates will increase. In short: sales might go down.
3. Custom Events Can Be Used.
Meta allows advertisers to create custom events for optimization. But this will require additional setup and approval.
๐ผ๐ง๐ ๐ผ๐ก๐ก ๐๐๐๐ก๐ฉ๐ & ๐๐๐ก๐ก๐ฃ๐๐จ๐จ ๐๐ง๐ค๐๐ช๐๐ฉ๐จ ๐ผ๐๐๐๐๐ฉ๐๐?
Not necessarily. Check if your business falls under these categories:
๐พ๐๐ฉ๐๐๐ค๐ง๐ฎ 1: ๐๐๐ฉ๐๐๐ฃ๐ฉ ๐๐ค๐ง๐ฉ๐๐ก๐จ
Websites collecting health information, medical records, or facilitating communication with healthcare providers (e.g., hospitals and clinics).
๐พ๐๐ฉ๐๐๐ค๐ง๐ฎ 2: ๐๐๐๐ก๐ฉ๐ ๐๐ง๐ค๐ซ๐๐๐๐ง๐จ
Telehealth services, dental and cosmetic practices, or specialty clinics like physical therapy and mental health.
๐พ๐๐ฉ๐๐๐ค๐ง๐ฎ 3: ๐๐๐๐๐๐๐ก ๐พ๐ค๐ฃ๐๐๐ฉ๐๐ค๐ฃ๐จ
Products or services related to managing health issues, including:
โช๏ธSupplements for diabetes, cholesterol, weight loss, acne.
โช๏ธSkin/hair treatments for psoriasis, eczema, alopecia.
โช๏ธMental health products for insomnia, anxiety, or stress relief.
โช๏ธSexual health products (e.g., for ED, fertility).
โช๏ธAir purifiers for asthma/allergies or products for fever and sinus.
โช๏ธMedical devices (e.g., glucose monitors, pain relief devices).
โช๏ธProducts for severe conditions (e.g., migraines, arthritis).
๐๐๐๐ฟ ๐๐๐๐: ๐๐๐๐ง๐โ๐จ ๐๐ฉ๐๐ก๐ก ๐๐๐ข๐ ๐ฉ๐ค ๐๐ง๐๐ฅ๐๐ง๐!
Hereโs what you can do to adapt:
1. Ads to Messenger Are Safe.
If your ads direct to Messenger and not to a website, you wonโt be affected.
2. Be Realistic with Claims.
Avoid exaggerated claims like "cures cancer" or "brings the dead back to life." Update your website copy with factual and compliant descriptions.
3. Start Building an Email List.
If youโre not using tools like Klaviyo yet, nowโs the time! Email marketing can help you stay connected with your audience.
4. Consider Funnels for List Building.
Look into creating advertorials or VIP discount/product pages to grow your list.
5. Diversify Your Ads. Donโt rely solely on Meta. Explore other platforms like Google Ads or TikTok for retargeting opportunities.
Take action now and share this with your marketing and business-owner friends! Letโs stay ahead of the changes.
ccto.
Let us do the work for you so you can focus on growing your business. Online Freelancing, Facebook Advertising, Social Media Buyer, Social Media Marketing
