PPC Weekly News Review – #3 July 2024

On July 15, 2024, Meta removed the option to use detailed targeting exclusions in campaigns. The following changes will be implemented on accounts:

• in new ad sets, detailed targeting exclusions will no longer be available,
• you won’t be able to copy or edit an ad set until you remove the detailed targeting exclusions,
• starting January 31, ads in campaigns using detailed targeting exclusions will no longer be served.

Source: own graphic

What Does this Mean for You?

According to Meta, this action will improve campaign performance. Tests showed that in campaigns without detailed targeting exclusions, the average cost per conversion was 22.6% lower.

In search network campaigns (when using bid strategies based on the number or value of conversions), the use of broad match keywords will be enabled by default.

Source: Google Ads panel

What Does this Mean for You?

If you want to use keywords with a different match type in your campaigns, you need to remember to disable this option.