Perpetual Traffic Podcast Summary

Episode: [WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025
Release Date: December 17, 2024
Hosts: Ralph Burns (Founder and CEO of Tier 11) and Lauren E. Petrulo (Founder of Mongoose Media)

1. Introduction to Meta's Upcoming Ad Category Changes

In this pivotal episode, Ralph Burns and Lauren E. Petrulo delve into the significant alterations Meta (formerly Facebook) is implementing in 2025 concerning sensitive advertising categories. These changes are poised to reshape the digital advertising landscape, especially for businesses operating within affected sectors.

2. Understanding the Three Cataclysmic Ad Category Changes

Ralph initiates the discussion by highlighting the severity of the impending changes:

Ralph Burns [07:45]: "Some of these are pretty severe and I think if you're in any of these spaces...you need to look at other ways in which to gather your data, especially on bottom of funnel."

The hosts outline that Meta is restricting standard events such as initiate checkout, add to cart, and purchase for specific sensitive categories. This move aims to enhance user privacy but poses challenges for advertisers reliant on detailed funnel metrics.

3. Impact on Health, Wellness, and Financial Sectors

Lauren provides an in-depth analysis of how these changes will affect different industries:

Lauren E. Petrulo [08:22]: "Two of which we have definite involvement with and then two others that we don't. And like one being health and wellness... the health and wellness category, like it's going to hit and it's going to hit hard for us."

She emphasizes that businesses in the health and wellness sector, including supplement brands and holistic healthcare providers, will face significant hurdles. Additionally, the financial sector will encounter increased restrictions, limiting advertising capabilities in areas like financial instruments and services.

4. Advocacy and Testimony Before Congress

Lauren shares her proactive stance in addressing these changes:

Lauren E. Petrulo [14:58]: "I was given the opportunity to share my voice and speak on behalf of small business owners with relation to restrictions that were being implemented which are directly being affected by this sensitive ad categories change."

She testified before Congress to advocate for small businesses, arguing that personalized advertising on platforms like Meta is crucial for competitive targeting and efficient marketing, especially for businesses with limited budgets.

5. Strategies to Mitigate the Impact

Ralph and Lauren discuss actionable strategies to navigate the new restrictions:

• Diversifying Traffic Sources:

  Ralph Burns [28:35]: "This is a good case for you to diversify your ad mix and your platform mix and start looking at alternative ways to reach your consumer..."

• Leveraging Non-Restricted Events:
  They highlight focusing on landing page views, view content, app installs, and on-site lead generation as alternative metrics to maintain campaign effectiveness.

• Utilizing Third-Party Analytics Tools:

  Ralph Burns [26:26]: "There's a software program that we use which you can get, which will eliminate this need... We've talked about them before and we use it for all our clients now, which is called Blot Out."

  They recommend integrating tools like Blot Out and Tier 11 Data Suite to enhance data tracking and compliance.

6. Embracing AI and Enhancing Ad Quality

Lauren advises advertisers to enhance their ad quality and utilize AI tools to adapt to stricter content guidelines:

Lauren E. Petrulo [30:26]: "You need to start being aware of events tools... You need to start being aware of your top of funnel building and you need to be super strategic in how you're going to sell a product that has all these benefits when you can't say 90% of what you want to say on that product."

She underscores the importance of refining ad copy to avoid rejection and employing AI to maintain efficiency and creativity in advertising strategies.

7. Future Outlook and Closing Remarks

Ralph and Lauren conclude with a forward-looking perspective, emphasizing the need for continuous adaptation and vigilance:

Ralph Burns [32:37]: "It just got harder. Suck it up."

Lauren E. Petrulo [32:38]: "AI is making it easier in a lot of ways... You don't have to be scared. You just have to be realistic."

They reassure listeners that while the advertising landscape is becoming more challenging, staying informed and strategically planning can help businesses thrive despite the restrictions.

Notable Quotes

• Ralph Burns [07:45]: "Some of these are pretty severe and I think if you're in any of these spaces...you need to look at other ways in which to gather your data, especially on bottom of funnel."

• Lauren E. Petrulo [08:22]: "Two of which we have definite involvement with and then two others that we don't. And like one being health and wellness... the health and wellness category, like it's going to hit and it's going to hit hard for us."

• Lauren E. Petrulo [14:58]: "I was given the opportunity to share my voice and speak on behalf of small business owners with relation to restrictions that were being implemented which are directly being affected by this sensitive ad categories change."

• Ralph Burns [26:26]: "There's a software program that we use which you can get, which will eliminate this need... We've talked about them before and we use it for all our clients now, which is called Blot Out."

• Lauren E. Petrulo [30:26]: "You need to start being aware of events tools... You need to start being aware of your top of funnel building and you need to be super strategic in how you're going to sell a product that has all these benefits when you can't say 90% of what you want to say on that product."

• Ralph Burns [32:37]: "It just got harder. Suck it up."

• Lauren E. Petrulo [32:38]: "AI is making it easier in a lot of ways... You don't have to be scared. You just have to be realistic."

Conclusion

This episode of Perpetual Traffic serves as a crucial guide for advertisers navigating the evolving landscape of Meta's advertising policies. Ralph and Lauren provide insightful analysis, practical strategies, and advocate for adaptability to ensure businesses can sustain and grow their online presence despite impending restrictions.

Listeners are encouraged to stay informed, diversify their advertising channels, and leverage advanced tools to mitigate the impact of these changes. The discussion underscores the importance of proactive planning and strategic adaptation in the face of regulatory shifts affecting digital marketing.