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Build a sound foundation to scale your Facebook campaigns

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With SMX East right around the corner, it’s a great time to start the conversation that will shape my talk in November – How to Structure Your Facebook Campaigns for Success. This can surely seem a daunting undertaking. There are so many levers to potentially pull, and so much information available on the topic that it can at times be overwhelming for even the most seasoned digital marketer. However, if you’re able to keep these two things in mind, you’ll be well on your way to establishing a sound foundation to scale your social program.

The first step is to simplify your account structure where possible. We all remember not too long ago when the typical Facebook account looked like this:

Multiple campaigns, dozens of ad sets, with you, the advertiser, struggling to identify the little pockets of performance to scale efficiency. Today, most publishers are recommending a more simplified approach, with Facebook (and Google) taking the lead for that recommendation. At my company, we’ve tested extensively into this simplified structure and found that for most of our clients it performs with better conversion rates and lower costs. This is because when using that simplified structure, you’re reducing the likelihood that you’ll have ad sets with significant overlap (which could cause increased costs if multiple ad sets are bidding for the same user in auction). Simplifying and reducing the number of ad sets per campaign also increases the data density for each ad set, which allows the algorithm to optimize more efficiently. When shifting to this more simplified structure, you’ll essentially be paring down all potential for campaign/ad set overlap, so that you go from a structure that looks like the above, to one that more closely resembles this:

The second item is something that I’m sure you’ve heard before but bears repeating – always be testing. With the numerous levers available in-platform, it’s imperative that you know the strategies that will enable stable performance for your evergreen campaigns. I’ve found that developing a roadmap to outline your test ideas, and (most importantly) to record the results, is the most straightforward way to approach this, and can be as simple as creating a G-Sheet. Some of the things to ask yourself as you’re thinking about testing can be:

  • Do I know the bidding methodology that provides the best results for my business goals?
  • Do I know the creative that is most engaging and encourages conversion for new customers? Potential customers who have visited my site but haven’t converted? Existing customers?
  • How is customer lead quality (or AOV for e-commerce) impacted by serving impressions outside of Facebook and Instagram’s Newsfeed?
  • Do I know the value of recent website visitors compared to older website visitors? Which are the segments of users I should bid up (or down) on?

Adopting an always-on mindset for testing is even more important considering a major change coming to Facebook in early 2020 – the removal of ad set budget control and the shift to Campaign Budget Optimization (CBO). At my company, we’ve tested into this new feature to better prepare our clients for the change, with relatively positive results. For most clients, testing into CBO and enabling real-time budget distribution based on performance results in increased conversion volume, with similar or more efficient costs.

However, because every business is different, there’s no guarantee that CBO will generate more efficiency or increase conversion volume for your account. If you haven’t already, it’s time to put it as a priority on your testing roadmap – that way you’ll be able to go into the New Year confident that you’ve figured out how to make this new feature work for your account.

I hope these insights give you confidence as you’re reviewing your existing Facebook structure, or considering a structure for a brand new account. If you’d like more information or just want to chat, please check out my session at SMX East this upcoming November!

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Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Zenia is an account lead for 3Q Digital, where she develops strategy and manages paid media for clients in a wide range of verticals. While she is knowledgeable in all aspects of digital marketing, her passion is in paid social marketing. She has contributed to Search Engine Land, Marketing Land, and Marin, and has spoken at Janes of Digital, SMX Advanced and SMX East.

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Kenya labor court rules that Facebook can be sued

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Kenya labor court rules that Facebook can be sued

NAIROBI, Kenya (AP) — A judge in Kenya has ruled that Facebook’s parent company, Meta, can be sued in the East African country.

Meta tried to have the case dropped, arguing that Kenyan courts do not have jurisdiction over their operations, but the labor court judge dismissed that in a ruling on Monday.

A former Facebook moderator in Kenya, Daniel Motaung, is suing the company claiming poor working conditions.

Motaung said that while working as a moderator he was exposed to gruesome content such as rape, torture and beheadings that risked his and colleagues’ mental health.

He said Meta did not offer mental health support to employees, required unreasonably long working hours, and offered minimal pay. Motaung worked in Facebook’s African hub in Kenya’s capital, Nairobi, which is operated by Samasource Ltd.

Following the judge’s decision that Meta can be sued in Kenya, the next step in case will be considered by the court on Mar. 8.

Meta is facing a separate court case in which two Ethiopians say hate speech was allowed and even promoted on Facebook amid heated rhetoric over their country’s deadly Tigray conflict.

That lawsuit alleges that Meta hasn’t hired enough content moderators to adequately monitor posts, that it uses an algorithm that prioritizes hateful content, and that it responds more slowly to crises in Africa than elsewhere in the world.

The Associated Press and more than a dozen other media outlets last year reported that Facebook had failed to quickly and effectively moderate hate speech in several places around the world, including in Ethiopia. The reports were based on internal Facebook documents leaked by former employee and whistleblower Frances Haugen.

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Mayor Woodards to Present 2023 State of the City Address

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Mayor Woodards to Present 2023 State of the City Address





This year’s theme is “Building Tomorrow Together.”

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Mayor Victoria Woodards will present the 2023 State of the City Address at the Mount Tahoma High School Auditorium (4634 S. 74th St. in Tacoma) on Thursday, March 16, at 6:30 p.m. This year’s theme is “Building Tomorrow Together.” Topics covered during her address will include community safety, affordable housing and homelessness, and Tacoma’s ongoing recovery from the global pandemic.

 

Community members wishing to attend this free, public event in person can visit cityoftacoma.org/stateofthecity for additional information and to register. Ample free parking is available at the venue. Event doors open at 5:30 p.m. 

 

There will be American Sign Language interpreters at the State of the City, which will also be available in Spanish, Vietnamese and American Sign Language via Zoom. It will simulcast in Spanish live on VT Radio Universal at vtradiouniversal.com, on TuneIn Radio and on the VT Radio Universal Facebook page.

Follow the State of the City Address Live on TV Tacoma and Facebook

 

Woodards’ remarks can be viewed on TV Tacoma or tvtacoma.com, and on Facebook Live at facebook.com/cityoftacoma.

 

On Rainier Connect, TV Tacoma is available within Tacoma city limits and in Pierce County:



·      

On channel 512 in high definition



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On channel 12 in standard definition



·      

On channel 21 in standard definition in University Place

 

On Comcast, TV Tacoma is available:



·      

On channel 321 in high definition within Tacoma city limits and in Pierce County



·      

On channel 12 in standard definition within Tacoma city limits



·      

On channel 21 in Pierce County



·      

Not available in University Place

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John Carmack Has Some Great Advice About Games Preservation

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John Carmack Has Some Great Advice About Games Preservation

Screenshot: Star Wars | Kotaku

Doom co-creator John Carmack, legendary game designer, rocket guy and VR enthusiast, left Meta/Facebook late last year after a decade working on the company’s virtual reality efforts. Just because he’s gone, though, doesn’t mean the company’s decisions are out of his thoughts.

Accompanying the news last week that Meta had blown through almost $14 billion on failed VR bullshit was the announcement that Echo VR—a game first released on the competing Rift system before its developers were bought by Facebook—would be shutting down.

It was far from the only game to be killed off last week, with Rumbleverse and Knockout City suffering similar fates, their collective departures helping remind us that modern video games have a serious longevity problem, in that once discarded by publishers they’re extremely vulnerable to simply disappearing forever.

It’s a problem that Carmack recently addressed, sending a lengthy statement to UploadVR last week that covers all kinds of angles surrounding Echo VR’s shutdown. The stuff I’m mostly interested in, though, are all the bits about how it’s important for studios to keep old games alive, and that cost and manpower shouldn’t be the only things they’re thinking about when making those decisions.

“Even if there are only ten thousand active users, destroying that user value should be avoided if possible”, he says. “Your company suffers more harm when you take away something dear to a user than you gain in benefit by providing something equally valuable to them or others.”

Of course, his experience with this stuff is largely built on his time at id Software, whose older games—like Doom and Quake—were slightly more popular than some random VR game with only a few thousand users. His basic point is valid though! As he expands on here, with some tips built not just around good PR, but solid development fundamentals as well:

Every game should make sure they still work at some level without central server support. Even when not looking at end of life concerns, being able to work when the internet is down is valuable. If you can support some level of LAN play for a multiplayer game, the door is at least open for people to write proxies in the future. Supporting user-run servers as an option can actually save on hosting costs, and also opens up various community creative avenues.

Be disciplined about your build processes and what you put in your source tree, so there is at least the possibility of making the project open source. Think twice before adding dependencies that you can’t redistribute, and consider testing with stubbed out versions of the things you do use. Don’t do things in your code that wouldn’t be acceptable for the whole world to see. Most of game development is a panicky rush to make things stop falling apart long enough to ship, so it can be hard to dedicated time to fundamental software engineering, but there is a satisfaction to it, and it can pay off with less problematic late stage development.

To its credit, Knockout City—one of the games I mentioned above—is doing exactly this. When its existing version shuts down later this year, a new standalone release will drop that will allow for private servers, in effect letting people keep and play the game until the end of time.

Like Carmack says, there should be more of this, please!

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