Tag Archive for: Facebook advertising

Apple Wants To Charge You To Boost Facebook and Instagram Posts

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Apple is poised to attach a fee when advertisers boost posts on Facebook or Instagram iOS apps, but Meta is offering a loophole.

Apple’s Plans To Charge For Boosted Posts

Starting later this month, Apple will begin handling billing when advertisers use the Facebook or Instagram iOS apps to boost their posts. This isn’t just a change in billing processors though. When Apple handles billing for online transactions, they attach a 30% fee on the total payment (excluding taxes). 

Since the iOS Facebook and Instagram apps often include exclusive features and new features before the Android or desktop versions of the platform, this could potentially mean Apple would be charging advertisers for access to these features.

Additionally, when Apple takes over billing it will change how advertisers pay for boosting posts. Instead of being charged after the boosted post has run, brands using iOS apps will be forced to pay upfront using prepaid funds added to their account. 

Meta Offers A Way Around Apple’s Hurdles and Fees

Thankfully, Facebook and Instagram’s parent company, Meta, has provided a way for advertisers to avoid these changes by ensuring all the features available in their iOS apps are also available in browsers and on desktop devices. 

This means that advertisers can avoid the fees, even when using iOS devices, by boosting their posts through their browser instead of the native app. 

As Meta said in the announcement:

We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps. We do not want to remove the ability to boost posts, as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business.

We are committed to offering businesses flexible and convenient options to help them navigate this change and maximize the results of their ad spend. As part of our efforts to do this, we have invested in alternative ways to boost posts.

Specifically, advertisers can access Facebook.com and Instagram.com on both desktop computers or a mobile web browser to boost their content. When doing this, they will have all the same features as boosting posts from the iOS apps, except now they will avoid the Apple service charge.

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Facebook To Limit Ads Targeting Medical, Religious, and Political Data

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After years of criticism around Facebook ad targeting, Meta says it will be restricting the ability to target individuals based on sensitive information, such as their health conditions, religion, or political beliefs.

Specifically, Facebook will be removing targeting options for four distinct categories of audience data:

  • Health causes (targeting interests such as “Chemotherapy” or “World Diabetes Day”)
  • Sexual Orientation (including targeting interests such as “same-sex marriage”)
  • Religious practices or groups 
  • Political beliefs, social issues, causes, organizations, and popular political individuals

Starting January 19, 2022, advertisers will no longer be able to target new ads using this highly specific audience information. However, existing campaigns will continue delivering to their targeting audiences using this data through March.

For existing campaigns, you will be able to edit campaign-level information (such as your budget or campaign name) without affecting targeting details until March 17.

If a campaign is paused, though, it will be updated using the new targeting restrictions when resumed.

The vast majority of advertisers should be unaffected by the new ad targeting policies. If you provide medical services or are using ads to promote political efforts, however, you will likely need to review your existing audience targeting and begin planning for a new approach to reach your target audience.

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Preview New Facebook Tools and Features For Marketing Your Business

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This week, Facebook teased a number of new features it is working on to help brands better connect with their customers and drive more leads across its platforms. 

The upcoming and newly released features highlighted by the company include everything from expanding its existing ad formats to creating entirely new ways to do business online. 

Let’s explore everything showcased in the company’s recent blog post below:

Click-to-Message Ads Come To More Chat Apps

For some time now, Facebook has offered an ad format designed to encourage viewers to take action through its many chat services, like Messenger or WhatsApp. 

Now, the company is updating this ad format to make it possible to reach brands on a wider range of messaging platforms, including those not owned by Facebook. 

While Facebook hasn’t provided an actual list of the messaging apps which will be included in the updated click-to-message ads, the blog post suggests it will include all major messaging apps used by consumers today. 

Start WhatsApp Chats on Instagram

Aside from dropping into someone’s DMs, Instagram has been obviously lacking the robust messaging options included on most Facebook social networks. Now, with integration through WhatsApp, that is changing. 

Now, brands on Instagram can add a click-to-chat button on their profile which will instantly launch a WhatsApp chat conversation when clicked. 

Even better, the company says it is working on ads that will also allow users to immediately start a WhatsApp chat from an advertisement on Instagram. 

Request Quotes on Messenger

Select advertisers are testing an upcoming feature that will allow brands to invite customers to request a quote within Messenger.

With the feature, brands can create a customized request form using 4-5 specific questions to ask potential customers before sending a message. 

Once completed, consumers can request a quote by completing a short questionnaire on Messenger.

Instagram Lead Generation

Though the company is keeping largely mum on the details, it also teased plans to launch free and paid tools for helping small businesses drive qualified leads on Instagram. 

“Advertisers use lead generation ads to connect with customers and connect leads in a more personal way, while reducing costs — like Seoul Spa, a Vietnamese beauty clinic, did with their Messenger campaign, lowering their cost per lead by 72%.”

To see more of the upcoming features Facebook is currently testing, check out the full Facebook for Business blog post here.

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What is CCPA and Does It Apply To You?

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What is the California Consumer Privacy Act?

The CCPA or California Consumer Privacy Act is a law recently enacted in California which extends privacy protections for residents.

While the act is big news for those living within California, many of us outside the state had not heard about the law until it recently went into effect. 

Specifically, the law requires businesses to disclose what personal information they collect and how that information will be used in relatively clear language. The CCPA also requires businesses to provide easily accessible ways to opt-out of having their information collected. 

Lastly, the law provides for Californian citizens to ask for the data which a company has collected on that person, what it has been used for, and have that information deleted upon request. 

Does The Law Apply To You?

The bad news about the law is that it does not only apply to businesses based in California. It can be applied to any businesses collecting or selling data of Californians. 

The good news is that the CCPA provides for exceptions for smaller businesses who do not primarily collect or sell data. To be affected by the law, your business must:

  • Earn more than $25 million per year.
  • Collect data on more than 50,000 persons.
  • Make more than half of its revenue from the sale of personal data.

What is unclear is how this will apply to the number of social networks based in California who sell targeted both inside and outside California. 

How Facebook and Instagram are Responding

Facebook (which owns Instagram and operates a large portion of Instagram’s advertising) has announced a new feature which automatically limits the data used to target ads – especially those targeted to Californians.

The Limited Data Use flag acts as a pixel to control how Californians’ personal information is collected and used. This means businesses can easily implement the flag for campaigns targeted in the state. 

To allow time for businesses to implement the flag, the company is automatically limiting data for a limited time on all events in California by default.

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Advertisers Boycott Facebook Ads In Push For Content Reform

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A growing number of brands are hitting pause on their Facebook ads for the month of July as part of the Stop Hate for Profit boycott. 

The advertisers, including some of the biggest brands on earth like Coca-Cola, Pfizer, and Unilever, are part of a movement which argues that Facebook has been allowing hate speech, racism, and violence run rampant while the company has also “turned a blind eye toward voter suppression on the platform.”

Who Is Involved

Currently, more than 500 companies are taking part in the boycott. For the exhaustive list of brands, check out this spreadsheet which is being updated as more brands join in.

Here are many of the most recognizable brands involved in the boycott:

  • Acura
  • Adidas
  • Artlogic
  • Ben & Jerry’s
  • Best Buy
  • Birchbox
  • Boston University
  • Campbell Soup Co.
  • Chobani
  • CityAdvisor
  • CLIF BAR
  • Clorox
  • Coca-Cola
  • CVS
  • Dashlane
  • Denny’s
  • Dockers
  • Dunkin’ Donuts
  • Eddie Bauer
  • Ford Motor Company
  • Fossil
  • Habitat for Humanity
  • Henkel
  • Herschel Supply Co.
  • Honda Motor Company
  • HP
  • J.M. Smucker Co.
  • Kay Jewelers
  • LEGO
  • Levi Strauss
  • Lululemon
  • Magnolia Pictures
  • Mars, Inc.
  • Merck
  • Merrell
  • Microsoft
  • Mike’s Hard Lemonade
  • Mozilla
  • OBEY
  • Patagonia
  • Patreon
  • Pepsi
  • Pfizer
  • Pop Sockets
  • PUMA
  • Reebok
  • Siemans
  • Six Flags
  • Starbucks
  • Target
  • The North Face
  • UnileverUSA
  • Vans
  • Verizon
  • Volkswagon
  • White Castle
  • Wingstop
  • Zoe’s Kitchen

Facebook’s Response

In response to the boycott and increasing pubic pressure, Facebook CEO Mark Zuckerberg released a statement promising to make significant changes to how content is handled on the platform, such as:

  • Providing voting information and helping register people to vote
  • Preventing “new forms of potential voter suppression.”
  • Banning “any content that misleads people on when or how they can vote,” including removing “false claims about polling conditions in the 72 hours leading into election day.”
  • Preventing voter intimidation on the platform
  • Rejecting ads which include “claims that people from a specific race, ethnicity, national origin, religious affiliation, caste, sexual orientation, gender identity, or immigration status are a threat to the physical safety, health, or survival of others.”
  • Labeling content from public figures which would typically violate content policies. 
  • Removing content, regardless of the source, “if we determine that content may lead to violence or deprive people of their right to vote.”

In the statement, Zuckerberg emphasized that the company was attempting to balance “public health and racial justice while maintaining or democratic traditions around free expression and voting.”

So far, the public seems to feel this response is too little and vaguely worded. Since the release of the statement, at least two hundred companies have joined the boycott.

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Facebook is Loosening Their Restrictions on Selling Face Masks

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Following the appearance of COVID-19 in America in March, Facebook put in place a number of restrictions which entirely banned the sale of face masks. Now, as most states are reopening and chances of a medical supply shortage are lessening, the company is relaxing some of these rules on non-medical face masks.

Why Non-Medical Face Masks

While medical professions are still seeing a limited supply of face masks, demand for KN95 or other medical-grade masks has fallen. Instead, many are opting for cloth coverings which are considered acceptable by many health experts. 

This has created an increased demand for these non-medical face masks while reducing the overall demand for non-medical masks. 

Medical Masks Vs. Non-Medical Masks

Under these newly relaxed guidelines, advertisers can now start selling non-medical masks. According to facebook, these include masks which are:

  • Non-medical grade
  • Not promoted with medical or health claims
  • Handmade or fabric masks
  • Designed to be reusable
  • Made of refashioned materials

Phased In Restrictions

To prevent a tidal wave of advertisers all trying to sell face masks en mass or an increase in bad actors, Facebook is lifting the ban in phases. For now, advertisers wishing to promote their masks will have to meet a few specific requirements:

  • Advertisers must be in good standing with Facebook ads, having no violations or disabled ads due to policy violations
  • Ad accounts must have an advertising history of at least 4 months. This means those who created an ad account a year ago but have not used it would not be eligible, while those who have been running ads for at least 4 months will be. 
  • Ad accounts cannot be from a country with unusually high rates of ad policy violations for selling masks during the bad, including Cameroon, China, Indonesia, Israel, Kazakhstan, Malaysia, Thailand, Turkey, Ukraine, and Vietnam.

What Can Be In The Ads

Additionally, Facebook is still mandating a few restrictions to ensure that advertisers only promote non-medical masks. 

For instance, absolutely no medical or health claims can be made in the ad, including the mention of disease prevention or protection of the respiratory system. 

Any mention of community benefits of wearing masks can not include health mentions or overstate the benefits of masks.

To give an idea what this looks like in practice, Facebook provided an example in their policy guidance:

“‘We’ve pivoted our business to making masks to help keep our community healthy’ would be allowed, but stating ‘We’re stopping the spread of COVID-19 by making masks’ would not be allowed.”

Facebook Policy

Notably, while Facebook is reducing the restrictions on masks, they are still banning ads promoting hand sanitizers, surface wipes, COVID-19 test kits, and other related medical products.

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Facebook Launches New Ways To Automatically Optimize Your Ads For Users

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Facebook is using machine learning to launch a number of new personalization features for advertisers, as the company recently announced.

The goal is to make it easier for brands and advertisers to customize ads for their potential customers without having to create several distinct ads.

Dynamic Ad Formats and Ad Creative

When using Facebook’s Dynamic Ads, brands will be able to us the company’s machine learning model to predict a user’s ad format preference and deliver the best ad for their taste. This helps guarantee the best chance of catching users’ attention and driving clicks or conversions.

“The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it,” Facebook said.

Multiple Optimized Text Options  In Single-Media Ads

The company has been testing a method for delivering responsive ads with multiple options for ad text, headlines, and descriptions for months, and is now officially launching the feature.

With this feature, advertisers can set a number of unique ad descriptions, headlines, or primary texts which are then selected by Facebook’s machine learning model based on users’ preferences.

Auto-Translated Ads

Lastly, the company announced that advertisers can select languages for their ad to be automatically translated into when using Ads Manager. By automatically,

As the company announced:

By using the “add languages” feature, advertisers can reach their international customers with messages in the local language quickly and efficiently. This helps advertisers save on resources to produce their own translations for key languages, while giving them controls to review and provide their own translations

Why It Matters

These features all work to speed up the process of creating ads for a wide range of users and audiences. Using signals directly from users, the company is able to deliver the best version of your ad for each user and create the best chance for your ads to convert every time they are shown.

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Facebook Brings Search Result Ads To All Advertisers

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After nearly a year of testing, Facebook is finally launching search ad placements for all advertisers. That means anyone can now run ads within News Feed and Marketplace search results for any search with commercial intent – such as queries related to e-commerce or retail.

Currently, search ads only appear in results on mobile devices.

In the announcement, Facebook describes how the ads appear and function within search results, saying:

“The ads are designed to fit the experience on the given search results surface (Marketplace search or general search). They look similar to News Feed ads and have the same transparency and controls, including a “Sponsored” label so it’s clearly marked as paid placement.”

To have your ads appear in search results, advertisers can simply select “Automatic Placement” or the “Facebook Search Results” placement when creating or running News Feed ad campaigns.

Notably, advertisers will have little control over how the ads are targeted, aside from broad people-based targeting options. Instead, Facebook will target the ad based on a number of details including keywords, ad features, ad text, product category, and more.

Currently, the ads support three specific campaign objectives, including Product Sales, Conversions, and Traffic Objectives.

Banner Image courtesy of Launchpresso

 

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Facebook Changes Image Sizes and Text Lengths in Mobile News Feeds

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Facebook is changing how videos and photos appear on mobile devices, with new aspect ratios for visual posts and less accompanying text in the mobile news feed. 

This means you’ll have to make some changes when optimizing for Facebook’s mobile news feed if you want everything to appear properly in your posts.

What’s Changing

In the past, images on Facebook were optimized for a taller 2:3 aspect ratio to a more square 4:5 aspect ratio. 

Anything taller than that will be cropped out in preview images within the news feed, only actually viewable to those who tap to see the full image. 

At the same time, the platform is reducing the lines of text accompanying these posts – going from 7 lines of text to just 3 lines. 

Anything longer than that will be hidden behind a prompt to show additional text. 

Both of these changes will be put into effect starting on August 19th, giving you a few weeks to make adjustments to your upcoming posts. 

According to a spokesperson from the company, the tweaks are “designed to simplify our formats and improve the consistency of our mobile experience.”

In turn, the company says the new post format will increase the impact of mobile ads and make it easier to use the same content across both Facebook and Instagram.

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Facebook launches new crackdown on misleading “clickbait” ads

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Facebook is cracking down on brands using its advertising platform to mislead or trick users with “malicious advertisements”.

As the social network announced this week, it is reducing how often it shows ads it believes are “clickbait” or mislead users, if not outright rejecting them.

As Facebook’s self-serve ad platform has grown, it has encountered growing issues with misleading or sensational ads – including political news spreading fake news. Now, it is working to remedy the problem and ensure users can trust ads shared across the largest social network existing today.

Specifically, Facebook has announced it will be cracking down on these types of troublesome ads:

Ads that withhold information:

Facebook Bad Ads - Withholding

Clickbait has become a popular way to get clicks, but it is universally hated because the actual content on the page often doesn’t live up to what the sensational headlines promise. This has grown into deliberately sharing vague ads that often start with “You’ll never believe…” or “You’ll never guess…” Now, any ads using this strategy will be demoted or disallowed.

Engagement bait:

Facebook Bad Ads - Engagement Bait

Another popular tactic to get the ever-important likes and shares on Facebook is to specifically use ads to drive these kinds of engagement without delivering any actual content with value. Facebook has already taken steps to prevent this type of advertisement, but it has continued to run rampant across the platform. However, the company says these ads will now be disallowed or receive reduced visibility.

Sensationalized language:

Facebook Bad Ads - Sensationalized Language

Over-the-top headlines may make people more likely to click, but it leaves a bad taste in their mouth when the content is not nearly as “MIND-BLOWING” as the ad suggests.

Pages that use these strategies regularly:

To reinforce its stance on clickbait or misleading advertising, Facebook is also taking aim directly at the pages which rely on these ads. As the company explains, “multiple ads flagged with low-quality attributes may impact the performance of all ads” from any offending advertiser.

All of these types of ads have become increasingly popular because they drive engagement and traffic, but these types of engagement are arguably worthless because they don’t come from real engagement or appreciation of the ad content.

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