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The”Stop Hate for Gain” effort will start calling on important firms in Europe to join the boycott,” Jim Steyer, chief executive of Common Sense Media, said in an interview with Reuters on Saturday.
Free Press and Common Sense, Combined with U.S. civil rights groups Shade of Change and the Anti-Defamation League, Started the campaign after the Passing of George Floyd, an unarmed Black man Murdered by Minneapolis police.
“The next frontier is international strain,” Steyer said, including the campaign expects to embolden authorities in Europe to have a tougher position on Facebook.
The European Commission in June announced new recommendations for technology firms such as Facebook to publish annual reports on how they’re tackling coronavirus misinformation.
The outrage from the USA on the death of Floyd has resulted in an unprecedented response from companies around the globe. Its effect was felt outside U.S. boundaries. Unilever, by way of instance, changed the title of a skin-lightening merchandise popular in India known as Fair and Lovely.
Also read: Top 7 Industrial Robotics Companies in the world
Facebook stated its origins in artificial intelligence have let it find 90 percent of hate speech before users report it.
Unilever, for example, on Friday dedicated to pausing its U.S. spending Facebook for the remainder of the year.
That accounts for approximately 10 percent of its total estimated $250 million it spends on Facebook marketing annually, based on Richard Greenfield of LightShed Partners, a tech and media research company.
Annually, Facebook generates $70 billion in marketing revenue and roughly a quarter of it comes in large companies including Unilever with the huge majority of its earnings derived from small companies.
Also read: 10 Best Chrome Extensions For 2023
“If they believe that they are done dependent on Friday, they’re sorely mistaken,” Gonzalez explained. “We do not require a one-off coverage and there. We want comprehensive coverage.”
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Facebook has been busy this year with election season barreling its way towards us here in the US. They have faced criticism over everything from the handling of politicians to misinformation from users about voting locations.
They have reacted with new features that empower the user, and official channels that communicate items related to voting.
The scrutiny has been alive and well since the 2023 election, where it was found misinformation was widely spread on the platform.
Central to some of those strategies were entities creating Pages that identified themselves as news source. In reality, they were a political entity at their core, but because they were technically “news,” they weren’t subject to the same rules being slapped onto political entities. The self-declared news entities will now have the same standards applied.How Facebook Defines a Politician
Following through with these actions means Facebook has to define entities very specifically. First, this is how Facebook defines whether an entity is a political body or politician:
“an organization, company, or other group whose predominant purpose is to influence politics and elections.”
That includes things like political parties, PACs and Super PACs, and entities regulated as “Social Welfare Organizations”
Businesses that provide political consulting or other services related to candidates and elections are also categorized as political entities.
These definitions are important, because they are referenced in this new policy that will define a political media outlet.How Facebook Will Define a Political Outlet
The next step is then identifying news organizations where the above-mentioned players may be stakeholders.
The criteria include:
An outlet owned by by a political entity or politician.
A politician is serving in a position of power, like its CEO or Editor.
The news outlet shares proprietary Facebook information with a politician or political body. This means things like locations, gender, ages, etc.
The Page owner is a political entity.Limitations on News Distribution
Publishers that identify as a news outlet but meet the criteria above will be treated differently.
They will still be allowed to register as a news entity, but their reach will be more limited. Namely, they will not be eligible for inclusion in the News tab, and they will not be permitted to use the news messaging options on the Messenger Platform or in WhatsApp BusinessTiming of the Announcement
Facebook confirmed the information to Axios. The full write up can be found here.
The Facebook Ad Library is still stirring up the digital marketing ecosystem.
This tool gives marketers free access to “spy” on the ad imagery, headlines, copy, formatting, how long it has been live, A/B testing, and more.
It also gives you a line of sight into the landing pages of any ad that is currently live on Facebook, Messenger, and Instagram.Why Facebook Gave Us The Facebook Ad Library
Thankfully for marketers, the ad library’s purpose has evolved to be so much more than just offering electoral clarity.
Digital marketers favor this tool to revolutionize, optimize, and inspire their Facebook ad campaigns.Other Ways To Unlock The Benefits Of The Facebook Ad Library 1. Expose Yourself To Other Industries
The first thing we tend to do when we’re on the Facebook Ad Library is to peek over the fence to see what our direct competition is up to.
Knock yourself out!
Why not search for a brand that you love or that is a complementary industry to yours?
Then start testing.2. Spot The Difference With A/B Testing
A/B testing – like many other aspects of digital marketing like email marketing, landing pages, etc. – is so important for Facebook campaign success.
Much like those quizzes you did as a child where you had to spot the difference, your task will be to identify the elements being tested.
Different copy, same image?
Different call to action?
Facebook makes it really quick and easy to build a checklist of ad features to A/B test for your next ad.
If the big brands are doing it, so should you.3. See Trends And Longevity
If you spend a bit of time browsing the Facebook Ad Library, you’ll eventually pick up on trends in design, layout, offers, and more.
This could be a great guide on where the target audience network is favorably leaning towards.
You can find this by checking out when the ad was first launched.
Facebook freely shows this information, so don’t miss it.
It is an incredibly valuable insight into how well the ad is performing.
Just to stir the pot a little on trends, you could take another strategic angle on Facebook Ad trends: Spotting a clear trend might also be an opportunity to create imagery that is completely different.
This might help you stand out from the crowd.4. Get The Jump On Competitors With Timing Cues
While creativity and copy are crucial to any Facebook ad, timing – or running times – is crucial for campaign success.
If your ad is premature, your audience will not be ready.
Too late and you may miss opportunities.
This is particularly useful when getting the jump on big-budget events in your marketing calendar like Back to School, Valentine’s Day, or Black Friday.
Make use of historical data on the Facebook Ad Library to exactly time your next campaign.5. Funnel Mapping
Ads are not an end to themselves – they are typically built with a customer journey or funnel in mind.
The ad drives traffic to a destination; usually, a landing page that has been finely crafted to extract an action from the visitor.
Where does the ad take you?
Is it a Facebook page with Facebook products?
Are you sent to an online store with pricing or a special offer, or a gated page that requires an email address to access high-value information?
Maybe you’ll find a custom-designed landing page offering a free trial.
Experience the journey as if you are a customer, and use this intel for your next campaign funnel strategy.Conclusion
We have no access or visibility to anyone’s audience targeting criteria or context, audience network, or their ad spend, only to their ad creatives.
Even without the targeting data on a campaign, the creative concepts are worth exploring.
I won’t tell if you won’t.
Featured Image: metamorworks/Shutterstock
For paid search, this has historically been especially time-consuming.
It has been necessary to use third-party tools – like Semrush, SpyFu, or Google’s Ad Preview tool, which all tend to rely on sample data and often do not yield comprehensive examples.
Well, with Google’s latest features, those days are over.
It’s time to get excited about doing competitive ad text research directly within Google Ads.Where To Find The New Google Ads Research Feature
Just follow these three steps:
Hover over the hamburger icon next to a paid search ad.
Especially when in a hurry or needing to override the algorithmic ad display customization for your profile, ad format filtering is an excellent way to get just the results you need.7 Steps To Analyze Paid Search Ad Copy
Whether you’re looking at text-only or non-text copy, follow these steps to create a systematic analysis approach.
This will help you organize insights, detect trends more easily, and create a structure that lends itself to iterative analysis over time.1. Call To Action
Arguably the most important part of the ad, the call to action (CTA) is what will drive the user to convert.
Take note of any incentives or offers, urgency messaging (e.g., today, now, limited time), the location, and possible repetition of the CTA within the ad.
Sophisticated ad copy should mention the CTA more than once. The first mention may include urgency messaging, with other mentions elaborating to include incentives.
If the product or service is not sold online, as a best practice, the CTA should include the means to buy it, which typically involves calling or visiting a physical store.2. Product Or Service Name
This is especially key when the product or service is new, technical in nature, has a colloquial equivalent that is sufficiently different from the official brand name, or if the business encompasses multiple aspects.
For example, a printer manufacturer may find it valuable to analyze shortened product names that do not include the full technical specifications.
Similarly, many travel service businesses have lengthy names to reflect all their services, but it is not always necessary to include them in full (e.g., Melia Caribe Beach All-Inclusive Resort Punta Cana).3. Product Or Service Features
Take note of what those are and what qualifying descriptions or visualizations are used.4. Benefits
While features help describe the use case for a product or service, it is the benefits that will convince a user to engage.
Take note of what solution-oriented language or imagery is leveraged, if any sources are cited to back up claims, and if the described benefits are short- and/or long-term.
Sometimes, multiple levels of benefits may need mentioning, when the consumer is not the ultimate (or only) beneficiary.
For situations akin to gifting, purchasing insurance, education, or caregiver services, marketers often forget that one should address the needs of both the purchaser (e.g., the person buying a gift, who may be cost-conscious) and the recipient (e.g., who might be more concerned with a flexible return policy).5. Branding
Brand inclusion is another key element to test.
Consider everything from spelling to the presence of trademark symbols, placement in headlines and/or body of the text, logo size, when your brand is mentioned within the ad, and where opportunities exist to include your brand name.
However, be sure not to rely on just the URL.
Alas, that URL is too often lost in the clutter of the other ad elements.6. Tone
This last element is perhaps the hardest to pin down.
A more informative, casual tone would suggest targeting a user earlier in their online research journey.
By contrast, an ad that has more direct language is likely aimed at a user in a transactional frame of mind.7. Length
Ads that convey the most compelling story or engage users in the most proactive ways often have the highest likelihood of success.
On the flip side, just because an ad has the option to include a lot of text or include a video of a certain length, it is not always the best-performing approach. Oftentimes, less is more.Conclusion
The tendency is often to mirror what others are doing. However, that can lead to all players having similar messaging. This only makes it harder for users to differentiate the available options.
While it is worth borrowing ideas from your competitors, resist the urge to copy a perceived market leader. Rather, gather insights from multiple players and then systematically test specific elements.
Standing apart from others will often yield the best results.
Systematically tracking the tested elements will position you well to develop a test results calendar.
Unfortunately, in the long run, there is rarely a single best-performing ad. With the ever-shifting competitive landscape, one has to constantly iterate.
If you detect a trend reversal, you will be already armed with past research on what has worked well before in these circumstances, ready to anticipate your competitor’s moves, and prepared to respond.
Featured Image: eamesBot/Shutterstock
When you take these statistics into account, it’s not surprising that 27% of Americans are using ad blockers.
No matter what products or services you’re selling, one thing is growing increasingly clear: You’re going to need some pretty engaging copy to help yours stand out from this ever-growing crowd.
Of course, what’s engaging and what isn’t is a pretty subjective matter. You’re going to want to know what actually works and what doesn’t. This is where ad copy tests can come to the rescue.Don’t Test For Testing’s Sake
As a starting point, it is essential to have a hypothesis of what you think will enhance your conversion rate and why – at all times.
Here’s the testing methodology my company follows:Aim For Producing Clear Results
Always have ample data when you’re running tests!
Statistical significance should be your goal (in addition to that increased performance).
According to Google, your test should run until it meets one of two conditions:
At least one variant has a 95% probability to beat baseline (this free A/B calculator should help).
Two weeks have passed, to account for cyclical variations in web traffic during the week.Set A Testing Timeframe
Remember that tests shouldn’t be left running forever. Define a specific time frame to gain valuable data and stick to it.
Not every test will result in significance one way or the other and that’s ok. Chalk that test up as inconclusive and move on.
Now, with those ground rules out of the way, onto the tests!1. Numerical Abbreviations Vs. Full Numerical Values
Numbers also show that you’re a brand worth taking seriously – after all, you have data to back up your claims, right?
So basically, numbers are good.
The question then becomes:
What do you think your targets will respond to?
Would it be numerical abbreviations, for example, 15M, or full numerical values, for example, 15,000,000?2. Add, Modify, And Remove Pricing
On one hand, being upfront with your pricing gives users the information they need to know and can subsequently help them make a faster purchase decision.
On the other hand, the price can turn people off by reminding them that they need to spend money. This is especially true if your product and/or service isn’t the cheapest that’s showing up in the search engine results.
So how do you know which approach works? Testing.
We worked with a homebuilder client to test variations of price inclusion. After setting up a few tests, it became clear that by generalizing the number, we could increase CTRs across these communities.
You can also frame your price as a discount to make it more attractive to readers. And speaking of discounts…3. Experiment When Quantifying Promotions
In PPC marketing, it’s a common practice to quantify promotions with numbers, usually in the form of discounts, conditional pricing, and other special offers.
For example, instead of writing you have “cheap car accessories on sale,” you can write something more compelling, like “50% off on car accessories.”
Better yet, try testing your ‘discount’ with the top numbers that drive engagement:4. Punctuation?!.
One of the easiest places to start with testing is around punctuation, and yet, few focus on tests this “simple.”
Question Mark: 11%
Dollar Sign: 8%
Based on our own testing, the use of an exclamation point makes sense:
That said, the opportunity to test the use of punctuation (question marks, percentages, etc.) are worth exploring and align well with the use of emotion to drive incremental performance.5. Appeal To Emotion
What do they love/hate?
What’s the biggest problem they face?
How are you going to solve it?
Worst case, take a hint from headline categories that drive engagement on Twitter and Facebook.
While traditionally reserved for content ideation, using a headline analyzer like this one or this one can also help with the application of emotional headlines for ad copy.6. Test Your CTA
This is where language comes in, and it’s especially important when writing your CTAs.
As trivial as it may sound, the first word of your CTA has the potential to create a positive or negative impression of the ad itself.
The first word in your CTA could be the defining factor, so you need to test different first words (all of which should be verbs) in your CTA, and use the high converting copy.
For example, beginning with “Call us now,” instead of “Contact us today,” could lead to a noticeable difference in CTRs.
Likewise, “Shop now,” instead of “Order now” could lead to different levels of audience reaction.
Here’s a mashup of potential calls to action variations for you to test:
Start7. Play Around With Your Landing Pages
Naturally, landing pages are a great marketing tool, because they give your target market a chance to decide whether they should interact further with the business.
As a result, testing your landing pages is a fundamental part of doing business online.
Within Google Ads, there are a couple of landing page tests that you can easily do without making any changes to your website:
Link directly to the category page.
Try out different sorting methods on your category pages:
Best selling first.
Best reviewed first.
Link to a search made for a particular brand, product or type of product.
Link to your homepage (yes, it might work for you).
Pro Tip: Google Optimize is a godsend for this type of A/B and multi-variant testing (for both paid media and SEO).
When it comes to campaign optimization, you need to constantly be split testing like this and then analyzing your results. Otherwise, you’re doing your company – and your campaign – a huge disservice.What’s Next?
Following the steps above can help you to test your ad copy as best as possible before investing money in their placement. But what’s next?
Whether you experience success or find that you need to make further changes or improvements, ad testing should stay at the forefront of your list of priorities.
Remember A.B.T: Always. Be. Testing.
Featured Image: Minimallista/Shutterstock
A watershed moment exists in the digital marketing sphere that could mold the future of the industry for years to come.
Maybe you think that ad fraud hasn’t affected you directly or, if it has, it’s only been a tiny fraction of your ad spend. But the issue affects us all. Per Google:How Serious Is Ad Fraud?
Here’s an example of an Instagram ad I created on April 11, 2023 to promote a talent booking app I helped create called Special Guest App:
One industry that remains particularly vulnerable to fraud is app store marketing. Unlike Google and Facebook, app stores offer far-from-sophisticated audience features.
Yet, all of these platforms run a significant risk for mobile attribution fraud as it relates to apps. Since most apps are bid on using CPI (cost-per-install), it’s become easy for fraudsters to manipulate these propositions.
Ad fraud hurts everyone and erodes trust across the entire ecosystem.
The platforms themselves also suffer, as users who receive a poor experience flock to alternative platforms that deliver a better experience.Types of Ad Fraud
Before we proceed, it’s important to delineate exactly what ad fraud is.
While most people chalk it up to bot traffic, there is a considerable portion of ad fraud committed by ad agencies and publishers.
The most common forms of ad fraud include:
Ads on platforms that are not seen by real users.
Ad agencies or publishers who purchase traffic or use deliberate platforms to misrepresent data and performance.
Ad fraud committed by real people is actually the hardest to detect.
Here are some common examples of human propagated ad fraud:
Arbitrage: Publishers who sell traffic to other agencies.
Other examples include cookie stuffing, site bundling, and domain spoofing.6 Steps to Combat Ad Fraud 1. Employ Ad Verification Tools
Some agencies to look into are Integral Ad Sciences, WhiteOps, and Pixalate.
Consider switching your bidding proposition to more actionable metrics, such as conversions or lead forms.3. Use Trusted Platforms
While there is a case for programmatic networks, it should only be used at your own caution. Unfortunately, until Google and Facebook can fix their own issues, it’s important to take more proactive steps to track and block ad fraud before it occurs.4. Don’t Rely on a Machine
This places the argument for taking more control over your campaigns and implementing your own internal policies for manual review.
If you are working with other partner networks, it’s key to demand transparency on their policies and processes to ensure that they share the same values as it relates to ad fraud.
Unfortunately, this is not enough, and it’s important to manually review your own KPIs and performance. Use third-party ad trackers to compare actual data with reported platform data. Most offer their own metrics to track fraud, such as AD Science’s Invalid Traffic data.
By implementing a series of internal policies and reviews in place, you can create a repeatable process that ensures your ad data is not subject to fraud.5. Leverage Big Data Analytics
You can take this one step further by comparing invalid traffic data with other campaign analytics to better understand how fraud is being propagated.
Equipped with this data, you can implement stronger ad fraud practices that strengthen your own core campaigns and drive better results for clients.6. Use Ads.txt
Finally, individual publishers need to adopt the IAB’s chúng tôi protocol to help avoid domain spoofing and resulting ad inventory from ending up on third-party sites.Conclusion
More Digital Advertising Resources:
Screenshot taken by author, April 2023
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