Introduction

Facebook Audience Network can be a great tool to make your brand more visible. Besides, it provides you with an opportunity to get more clicks and drive more business from Facebook’s partner apps. 

However, as it is always the case with these platforms, you have limited control over and the results of the advertising are hard to predict. In addition to this, some of these Audience Network partner websites and apps can burn through your budget and have a negative effect on your advertising performance. 

Also, some of the partner platforms your ads will be displayed on might not be aligned with your brand strategy and in the worst-case scenario can be harmful to your brand image. So, in order to avoid potential brand damage, you may choose to avoid these sites and apps altogether.

This article will show you how to identify underperforming publishing platforms, how to find their management tab, and how to exclude them from your ads’ publishing list.

The problem of inefficient platforms

When you create a Facebook Ads campaign you have an option to show your ads on Audience Network partner platforms. While it is a great opportunity to make your products visible in front of thousands of new users, the effectiveness of these platforms in terms of ad performance is open to debate. 

This makes it crucial to track and monitor the advertising performance of the platforms your ads are shown on and then to make certain adjustments based on the results. 

Facebook provides you with a tool to exclude certain publishers by using Block Lists. On Facebook, you can block publishers of Instant Articles and in-stream videos, whereas Audience Network allows you to list specific websites and apps.

How to find block lists

  1. Go to your Ad Sets list
  2. Scroll down to the placements section, then click ‘Edit Placements’
  3. Scroll down to Exclude content and publishers section and click ‘Edit’
  4. You will see the Apply Block Lists Tab there. Click it.
    Block Lists in Ad Sets dashboard

     

The other way you can find Block Lists is by going to your main Business Manager dashboard, clicking on the menu button and choosing the Block Lists option under the ‘Assets - Brand safety’ section.
 

Assets and Brand Safety 

Here, you will get an option to create a new Block List and also manage all your existing block lists if you have any.
 

Block Lists main dashboard

How to identify underperforming platforms

In the Block Lists menu, you can click on publisher delivery reports and download full impressions reports on all the platforms you run campaigns on. However, these reports lack details on all of the important performance metrics.
 

Publisher delivery reports

Your ad links will require a specific UTM tag in order to see more detailed performance metrics. Read this article to learn more about UTM tag creation and tracking.

To be more precise, you need to use this URL parameter: Site_source_name={{site.source.name}}.

Using UTM tagging allows you to see performance data in an analytics software of your choice and make more data-driven decisions when excluding advertising platforms. 

Learn more about Facebook URL Parameters here

In order to create a list, click the big green button on the main Block Lists dashboard. After that, upload the list of websites and platforms you don’t want to run ads on, and you are almost ready to go.
 

Block Lists management dashboard
Block Lists upload menu


Now you have an option to apply the list to all of your accounts if you wish to do so. After you apply the list on the specific account, your ads will stop showing on all the placements you have identified as inefficient or a bad fit for your brand.

Just go back to your ad set settings and you will see the list in the Placements section of the ad set.

Conclusion 

If you are an active Audience Network user, always remember to check the platforms your ads appear on. Some of them might waste your budget, others might even damage your brand.

This simple tool can save you lots of money and a potential headache.

 

PPC Marketing Specialist and Brand Evangelist