Meta won't let you target seniors by age in Special Ad Category, but the algorithm learns from engagement. Name your ideal audience directly in the ad copy, spell out their pain points, and let Meta's system find similar users. Compliance beats sneaky workarounds.
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How do I target seniors if I can't target age? This is such a good, important question. By the way, welcome to my series where I am answering questions about lead generation. I'm focusing on AEP, but this one's obviously important if you're running ads for annuity or final expense or anything where you're trying to get in front of a very specific senior population. Now we are in the Meta special ad category, so we as advertisers cannot specify what age our ads are going to get in front of, but we live in a day and age that the algorithm matches the content with the users. So the algorithm still wants to get that right ad, the final expense ad, the Medicare ad that we're focusing on, in front of the right individuals. So once the right people, if Mary doesn't click on your ad and she hates it and she happens to be 25, we're not gonna show ads to people like Mary anymore. But if Beth over here clicks on it and she's 67, The algorithm is going to start targeting people that look more like Beth. So that being said, when we have your ad account set up, you should be getting your ads in front of the right people and the right 1,000 to 3,000 eyeballs that are actually seeing your ads. If not, we need to consider what your ads actually say. And the biggest secret to getting your ads in front of the right people are treat it like it is a piece of mail, right? When we're sending a piece of mail, we address it. I want it to go to this person and here's the address, right? When you are running your ads, have your ideal audience being called out. Is it Texas seniors? Is it a very specific demographic? Is it people that have certain qualifications? Call them out inside of your ad copy and speak directly to what the benefits are or the pain points that you're removing to those people. In almost all of my ad copy, I have to run in the special ad category even though I'm not a special ad category, but I teach insurance agents how to generate leads. So I'm using insurance language. I have at the very beginning insurance agents, or if you're an insurance agent, and those ads still swing and get in front of insurance agents even though I'm not able to directly target them anymore because I've fallen into the special ad category. But we live in a day and age that the content truly does find the user. So I'm here to tell you the special ad category, don't try to avoid it. Okay? Don't try to be sneaky snake or anything. I don't want you to get your account banned, but when you have the right ad copy that speaks to the right individual, it is going to get in front of them. Now, if you want to learn more about lead generation, my account is for you. And as always, if you have a question, make sure to drop it below and maybe it'll be my next video.
