Classified as 'Health & Wellness' by Meta?🙈

Hey Founder

If you just got classified by Meta as a Health and Wellness brand... you might be thinking you are screwed.

Think again.

Your competition is thinking the same. Now go and beat them to the punch.

Success will now be defined by who learns the NEW game the quickest.

Here are some ideas I have pulled together to start thinking about, yesterday.

1. Enhance First-Party Data Collection

*Offer high-value lead magnets like free guides, webinars, or discounts.
Use referral and loyalty programs to encourage data sharing.
*Leverage interactive tools like quizzes or surveys to gather insights while segmenting audiences.

2. Utilize Server-Side Tagging & Implement Aggregated Event Measurement (AEM)

*Use server-side tools like Google Tag Manager (Server-Side) to bypass browser-based limitations.
*Optimize AEM by prioritizing up to 8 key events per domain, such as purchases, leads, and subscriptions.
Regularly audit your event tracking to ensure compliance and accuracy.

3. Experiment with Custom Events

*Define meaningful interactions, such as video completions, button clicks, or specific scroll depths.
*Map custom events to your broader campaign objectives to track valuable user actions.

It's not clear to me whether custom events will be able to be used on purchase confirmation pages - more insight is needed to know if this fix will work!

4. Start Testing Non-Restricted Events

*Use these upper-funnel events to create retargeting opportunities and optimize ad spend.
*Shift objectives to broader awareness campaigns to establish a baseline for performance.
*Incorporate these events into other platforms, such as Google Ads, for cross-platform insights.

5. Lean Into On-Platform Formats

*Use Lead Ads to capture user information directly within the platform and reduce friction.
*Create Instant Experiences to keep users engaged without leaving Meta.
*Leverage Messenger Ads with AI-powered chatbots to drive conversations and capture leads.

6. Review and Appeal Misclassification

*Proactively audit your site’s categorization and appeal any errors immediately.
Maintain a checklist of evidence (e.g., site content and privacy policies) to support appeals.
*During appeal periods, adjust campaigns to avoid over-reliance on restricted events.

7. Develop Compliant Microsites

*Highlight general wellness or financial education to avoid sensitive content triggers.
*Use these sites as lead-generation hubs and funnel traffic to your main website via email campaigns.
*Ensure all landing pages adhere to Meta’s guidelines to avoid disruptions.

8. Experiment with More Creative Campaigns

*Focus on video-first content and storytelling to build trust and brand awareness.
*Combine multiple formats (e.g., Instant Experiences leading to Messenger Ads) for a cohesive user journey.
*Use educational content and testimonials to engage users and drive conversions.

Action is the only option. Time to start fighting!

[Living under a rock and not sure what I am talking about? Read about the crazy changes coming to Meta ads here. ]

X

Jessie