Recruitment Advertising: Recent Changes from Facebook and Google


What’s Happening?

Facebook and Google have recently implemented changes regarding targeting in several categories, including employment. Employment advertisers will no longer be able to target or exclude users based on demographic data such as:

  • Gender
  • Age
  • Parental status
  • Marital status
  • Zip code

The goal of these new policies is to improve access to employment opportunities and prevent discrimination. These steps help protect users from unlawful discrimination and ensure online advertising is conducted in a manner that offers inclusion and access for all.

It’s worth noting that while targeting based on ZIP code is now restricted, targeting according to city, county, or metro area is not. This means there are still plenty of opportunities to reach users within a designated geographical area while adhering to Google’s guidelines.

Will I Be Affected?

Accounts with affected campaigns will be notified via Google Ads and be required to accept acknowledgement of the changes before they go into effect on October 19. Qiigo will monitor accounts for these notifications and accept the acknowledgement upon its receipt.

Any existing employment advertising campaigns that fail to comply with the new restrictions by the rollout date will no longer be eligible to run. Creation of new campaigns will also be restricted until acknowledgment is accepted.

What Steps Do I Need To Take?

Qiigo is on top of these updates and our teams are working to ensure any Google targeting meets the search engine’s new standards for PPC ads. As Facebook’s corresponding policy went into effect last year, we’ve already taken measures to ensure all accounts are in alignment with these restrictions.

These changes to the advertising policies of Google and Facebook are significant, and we understand you may be concerned about the impact they’ll have on your business. You can count on your team at Qiigo to take all the necessary steps to keep your ad campaigns running seamlessly before, during, and after the rollout.

Any questions? Feel free to contact us for more information.

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