In brief
Account controls protect the brand: they limit the places and content next to which your ad can be shown.
Why it matters
An ad placed next to inappropriate content can harm a brand’s image. These settings reduce the risk, at the price of slightly less volume.
The main settings
- Excluded placements: remove specific placements (certain feeds, Stories or partner networks).
- Block lists: forbid certain partner sites or apps.
- Content sensitivity: the stricter the filter, the smaller the available inventory.
A concrete example
A children’s brand excludes some external placements and turns on the strictest filter for sensitive content. The estimated reach drops a little, but the brand avoids appearing next to unsuitable content.
Pitfalls to avoid
- Blocking everything: the audience becomes expensive and delivery slows down.
- Setting nothing for a sensitive brand.
- Forgetting to review these settings when new placements appear.
Key takeaways
- More safety, less volume: look for the balance.
- These settings apply to the whole account, not to a single campaign.
- Review them regularly, especially for a sensitive brand.
- Compare the estimated reach before and after each exclusion to measure what you really lose.
Practice in TRIALO
In the ad set, exclude a placement in the account controls, then compare the estimated reach with and without the exclusion.