7 Principles That Guide Facebook’s Advertising Decisions
November 30, 2017Anna Hubbel
With so many different platforms and formats for advertising these days, managing it all can be a tricky business, especially if you’re a major social network as big as Facebook. That’s why Facebook created these seven principles that foster good connections and experiences for both businesses and users.
@Facebook has 7 principles it uses to help decide which ads are useful & relevant to show.…
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1. Users Come First
Facebook says its primary goal is to distribute ads that are relevant and useful to each user. This makes both the Facebook experience enjoyable for users and, on the business side, increases the likelihood that users will respond to ads.
2. Personal Information Is Protected
Facebook does not sell personal information to advertisers for profit. Although advertisers can get performance data on their ads, they do not have access to private information from users’ profiles, such as email addresses and phone numbers. Facebook designed its ad system to put users’ privacy first.
3. Users Have Control
Users can decide which ads they don’t want to see by going to Ad Preferences. This makes it easier for users to control which relevant ads appear in their feed.
4. Transparency Is Key
Facebook believes users should know who is showing an ad and what other ads a brand is distributing. The network is currently working on an ads transparency feature that contains all ads a brand is running on its Facebook page. That way, there are no secrets, and advertisers are held accountable for ad content.
5. Safety and Civility at the Forefront
As online bullying and discrimination become more of a concern recently, Facebook strives to make its platforms safe and civil. In light of recent events, such as the discovery of ads targeting “Jew haters,” Facebook has tightened its ad policies even more so. The network has even opted to manually review sensitive ads to make sure no ads containing hateful or inappropriate content gets through its system.
6. Both Large and Small Businesses Deserve to Thrive
Facebook advertising offers tools for businesses of any size so that every business can grow and succeed. Community organizations have the same opportunities as well, making advertising something that can help both small businesses and communities thrive.
7. Facebook Advertising Is Always Developing
Across all of its platforms, Facebook continues to roll out product updates and new features to make the advertising experience better. The company responds to feedback and demands, constantly testing new tools, formats, and capabilities.
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