Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

FACEBOOK

Build a sound foundation to scale your Facebook campaigns

Published

on

Facebook CBO Zenia handout 800

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:

image3 4

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:

image1 6

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.

image2 7

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!

More about SMX


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.

Marketingland.com

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

FACEBOOK

Facebook Faces Yet Another Outage: Platform Encounters Technical Issues Again

Published

on

By

Facebook Problem Again

Uppdated: It seems that today’s issues with Facebook haven’t affected as many users as the last time. A smaller group of people appears to be impacted this time around, which is a relief compared to the larger incident before. Nevertheless, it’s still frustrating for those affected, and hopefully, the issues will be resolved soon by the Facebook team.

Facebook had another problem today (March 20, 2024). According to Downdetector, a website that shows when other websites are not working, many people had trouble using Facebook.

This isn’t the first time Facebook has had issues. Just a little while ago, there was another problem that stopped people from using the site. Today, when people tried to use Facebook, it didn’t work like it should. People couldn’t see their friends’ posts, and sometimes the website wouldn’t even load.

Downdetector, which watches out for problems on websites, showed that lots of people were having trouble with Facebook. People from all over the world said they couldn’t use the site, and they were not happy about it.

When websites like Facebook have problems, it affects a lot of people. It’s not just about not being able to see posts or chat with friends. It can also impact businesses that use Facebook to reach customers.

Since Facebook owns Messenger and Instagram, the problems with Facebook also meant that people had trouble using these apps. It made the situation even more frustrating for many users, who rely on these apps to stay connected with others.

During this recent problem, one thing is obvious: the internet is always changing, and even big websites like Facebook can have problems. While people wait for Facebook to fix the issue, it shows us how easily things online can go wrong. It’s a good reminder that we should have backup plans for staying connected online, just in case something like this happens again.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

FACEBOOK

Christian family goes in hiding after being cleared of blasphemy

Published

on

Christian family goes in hiding after being cleared of blasphemy

LAHORE, Pakistan — A court in Pakistan granted bail to a Christian falsely charged with blasphemy, but he and his family have separated and gone into hiding amid threats to their lives, sources said.

Haroon Shahzad (right) with attorney Aneeqa Maria. | The Voice Society/Morning Star News

Haroon Shahzad, 45, was released from Sargodha District Jail on Nov. 15, said his attorney, Aneeqa Maria. Shahzad was charged with blasphemy on June 30 after posting Bible verses on Facebook that infuriated Muslims, causing dozens of Christian families in Chak 49 Shumaali, near Sargodha in Punjab Province, to flee their homes.

Lahore High Court Judge Ali Baqir Najfi granted bail on Nov. 6, but the decision and his release on Nov. 15 were not made public until now due to security fears for his life, Maria said.

Shahzad told Morning Star News by telephone from an undisclosed location that the false accusation has changed his family’s lives forever.

“My family has been on the run from the time I was implicated in this false charge and arrested by the police under mob pressure,” Shahzad told Morning Star News. “My eldest daughter had just started her second year in college, but it’s been more than four months now that she hasn’t been able to return to her institution. My other children are also unable to resume their education as my family is compelled to change their location after 15-20 days as a security precaution.”

Though he was not tortured during incarceration, he said, the pain of being away from his family and thinking about their well-being and safety gave him countless sleepless nights.

“All of this is due to the fact that the complainant, Imran Ladhar, has widely shared my photo on social media and declared me liable for death for alleged blasphemy,” he said in a choked voice. “As soon as Ladhar heard about my bail, he and his accomplices started gathering people in the village and incited them against me and my family. He’s trying his best to ensure that we are never able to go back to the village.”

Shahzad has met with his family only once since his release on bail, and they are unable to return to their village in the foreseeable future, he said.

“We are not together,” he told Morning Star News. “They are living at a relative’s house while I’m taking refuge elsewhere. I don’t know when this agonizing situation will come to an end.”

The Christian said the complainant, said to be a member of Islamist extremist party Tehreek-e-Labbaik Pakistan and also allegedly connected with banned terrorist group Lashkar-e-Jhangvi, filed the charge because of a grudge. Shahzad said he and his family had obtained valuable government land and allotted it for construction of a church building, and Ladhar and others had filed multiple cases against the allotment and lost all of them after a four-year legal battle.

“Another probable reason for Ladhar’s jealousy could be that we were financially better off than most Christian families of the village,” he said. “I was running a successful paint business in Sargodha city, but that too has shut down due to this case.”

Regarding the social media post, Shahzad said he had no intention of hurting Muslim sentiments by sharing the biblical verse on his Facebook page.

“I posted the verse a week before Eid Al Adha [Feast of the Sacrifice] but I had no idea that it would be used to target me and my family,” he said. “In fact, when I came to know that Ladhar was provoking the villagers against me, I deleted the post and decided to meet the village elders to explain my position.”

The village elders were already influenced by Ladhar and refused to listen to him, Shahzad said.

“I was left with no option but to flee the village when I heard that Ladhar was amassing a mob to attack me,” he said.

Shahzad pleaded with government authorities for justice, saying he should not be punished for sharing a verse from the Bible that in no way constituted blasphemy.

Similar to other cases

Shahzad’s attorney, Maria, told Morning Star News that events in Shahzad’s case were similar to other blasphemy cases filed against Christians.

“Defective investigation, mala fide on the part of the police and complainant, violent protests against the accused persons and threats to them and their families, forcing their displacement from their ancestral areas, have become hallmarks of all blasphemy allegations in Pakistan,” said Maria, head of The Voice Society, a Christian paralegal organization.

She said that the case filed against Shahzad was gross violation of Section 196 of the Criminal Procedure Code (CrPC), which states that police cannot register a case under the Section 295-A blasphemy statute against a private citizen without the approval of the provincial government or federal agencies.

Maria added that Shahzad and his family have continued to suffer even though there was no evidence of blasphemy.

“The social stigma attached with a blasphemy accusation will likely have a long-lasting impact on their lives, whereas his accuser, Imran Ladhar, would not have to face any consequence of his false accusation,” she said.

The judge who granted bail noted that Shahzad was charged with blasphemy under Section 295-A, which is a non-cognizable offense, and Section 298, which is bailable. The judge also noted that police had not submitted the forensic report of Shahzad’s cell phone and said evidence was required to prove that the social media was blasphemous, according to Maria.

Bail was set at 100,000 Pakistani rupees (US $350) and two personal sureties, and the judge ordered police to further investigate, she said.

Shahzad, a paint contractor, on June 29 posted on his Facebook page 1 Cor. 10:18-21 regarding food sacrificed to idols, as Muslims were beginning the four-day festival of Eid al-Adha, which involves slaughtering an animal and sharing the meat.

A Muslim villager took a screenshot of the post, sent it to local social media groups and accused Shahzad of likening Muslims to pagans and disrespecting the Abrahamic tradition of animal sacrifice.

Though Shahzad made no comment in the post, inflammatory or otherwise, the situation became tense after Friday prayers when announcements were made from mosque loudspeakers telling people to gather for a protest, family sources previously told Morning Star News.

Fearing violence as mobs grew in the village, most Christian families fled their homes, leaving everything behind.

In a bid to restore order, the police registered a case against Shahzad under Sections 295-A and 298. Section 295-A relates to “deliberate and malicious acts intended to outrage religious feelings of any class by insulting its religion or religious beliefs” and is punishable with imprisonment of up to 10 years and fine, or both. Section 298 prescribes up to one year in prison and a fine, or both, for hurting religious sentiments.

Pakistan ranked seventh on Open Doors’ 2023 World Watch List of the most difficult places to be a Christian, up from eighth the previous year.

Morning Star News is the only independent news service focusing exclusively on the persecution of Christians. The nonprofit’s mission is to provide complete, reliable, even-handed news in order to empower those in the free world to help persecuted Christians, and to encourage persecuted Christians by informing them that they are not alone in their suffering.

Free Religious Freedom Updates

Join thousands of others to get the FREEDOM POST newsletter for free, sent twice a week from The Christian Post.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

FACEBOOK

Individual + Team Stats: Hornets vs. Timberwolves

Published

on

CHARLOTTE HORNETS MINNESOTA TIMBERWOLVES You can follow us for future coverage by liking us on Facebook & following us on X: Facebook – All Hornets X – …

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending