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5 Essential Facebook Ads Audiences for 2020

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Happy Q1 advertisers! The start of a new year and a new decade is truly a busy time where we all finalize 2020 budgets, assess the damage from 2019, and rethink our strategies across the board. We keep the winners rolling, sunset the losers, and get ready to pitch a flurry of new ideas to our clients. As someone who loves working within the ever-so-buggy Facebook, I’d like to share some must-have audiences to deliberate as you plan your strategy refreshes and see what’s missing from your accounts.

Core Audiences

At least one, if not multiple, core audience ad sets are suggested as a prospecting audience to reach net-new customers. By combining demographics, interests, location, and behaviors – advertisers can create very detailed pools of future customers based on the specific criteria. The most important note when curating these types of lists is to manage how large Facebook tells you your audience pool will be by location. If you are advertising with radius settings or other location limiters, then you will want to make sure you have enough core audiences layered in to be worthwhile.

First-Pary

Facebook_Customer_List_Audience_Creation

First-party data is collected directly by the business that is advertising. This type of data includes audiences like contact lists, past converters, content interactors, and even shopping cart abandoners. It is important to be mindful of where in the funnel these data pools are and that should dictate how you advertise to them. Additionally, do not forget about exclusions in Facebook. This is where I leverage these audiences the most by being able to exclude past converters or web visitors from my prospecting campaigns.

Website Visitors

There are a number of ways to utilize web visitors as an audience. Using the Facebook Pixel, advertisers can collect data directly into Facebook on user’s website behaviors. This allows us to remarket to anyone who has visited the website. Even more so, this allows us to market differently to users who have interacted with different pages on the website. For example, you could get as detailed as sending informative ads to viewers of your “about us” page or you could send “don’t forget” messaging to someone who added something to the shopping cart, then abandoned later.

Look-A-Likes

Look-a-Like_Facebook_Audience_Size_Selector

LAL audiences are one of the strongest features that an advertiser can leverage within Facebook Advertising. So strong, in fact, that I would recommend that you create a LAL audience with every single first-party data pool that you have access too. Contact lists, shopping cart bouncers, or past converters are all types of audiences that can be converted into a LAL audience. LAL’s are generally strong performers as they can prospect for customers very similar to people who have met past criteria for your business. Just make sure to keep a low percentage audience size (1%-3%) which helps keep your audience pool as similar to your list as possible.

Facebook Interaction

Very similar to website visitors and the strategies surrounding them, Facebook interactions can be leveraged to send specific messaging to those who have interacted with your business directly on your Facebook or Instagram pages without the need to install a pixel or tracking method. Some examples of these interactions are anyone who has engaged with your posts, someone who clicks on your CTA, or even people who message your page.

Facebook_Advertising_Image

Photo by Thought Catalog on Unsplash

These 5 audience types should be leveraged to create a full-funnel approach to your advertising efforts. By strategically employing them across your various campaigns you will be able to understand more about your customer’s Facebook journey and the overall digital journey they take. For more information on Facebook and what to do during the new year, please take a look at Elliot Kemp’s post on Major Social Ad Platform Updates in 2019. Additionally, if you are looking for ad creation inspiration, look no further because Aaron Childs shows us how to view competitor ads in Facebook and Instagram with his post: How To Find Ads On Facebook and Instagram.

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Stock and Share Market News, Economy and Finance News, Sensex, Nifty, Global Market, NSE, BSE Live IPO News

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Amazon’s advertising business grew 19%, unlike Google, Meta

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Amazon's advertising business grew 19%, unlike Google, Meta

The regulator was concerned with Amazon’s dual role as both a marketplace and a competitor to merchants selling on its platform.

Nathan Stirk | Getty Images

Amazon’s advertising business continues to grow despite a general slowdown in digital advertising, which has hurt companies like Google parent Alphabet, Facebook parent Meta and Snap.

The online retail giant’s advertising services unit brought in $11.6 billion in sales for the fourth quarter, representing a 19% year-over-year increase, according to its earnings report Thursday.

Although Amazon’s advertising unit still constitutes a small fraction of the $149.2 billion in revenue the company recorded in its fourth quarter, it represents a fast-growing area that analysts believe could be a crucial player in the digital advertising market.

Indeed, while investors were pleased that Meta is cutting costs, sales in the company’s fourth quarter dropped 4% year-over-year to $32.17 billion.

Meta executives explained on Wednesday during a call with analysts that they don’t see an immediate rebound in the digital advertising market coming anytime soon. Susan Li, the company’s chief financial officer, said “Consistent with our expectations, Q4 revenue remained under pressure from weak advertising demand, which we believe continues to be impacted by the uncertain and volatile macroeconomic landscape.”

Meanwhile, Alphabet on Thursday reported fourth quarter advertising revenues of $59.04 billion, a slowdown from $61.24 billion in the year-ago quarter.

Alphabet’s YouTube advertising unit, which faces competition from TikTok, brought in $7.96 billion in the fourth quarter, representing an 8% drop from a year ago.

Tech companies that are powered by digital advertising have been under pressure from several factors, including a tough economy, increased competition from TikTok, and the lingering effects of Apple‘s 2021 iOS privacy update.

The latest Insider Intelligence survey of digital advertising revenue share worldwide revealed that Amazon now holds 7.3% of the overall online ad market, trailing Alphabet‘s Google, and Meta-owned Facebook and Instagram, which respectively have 28.8%, 11.4%, and 9.1%, of the digital ad market.

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FTC sets its sights on the health data market

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FTC sets its sights on the health data market

With Carmen Paun

AN FTC FIRST — The Federal Trade Commission is cracking down on companies sharing health data in new ways that could have implications for online business models, POLITICO’s Ruth Reader reports.

The FTC said Wednesday it had reached an agreement with GoodRx on a fine and remedies after the prescription discount site and telehealth provider shared customers’ health data with Google, Facebook and other third parties.

It’s the commission’s first enforcement of its 2009 Health Breach Notification Rule. Pending a court’s agreement, the decision could upend business models that rely on selling or using the data.

In the agreement with GoodRx, the agency filed a proposed order to levy a $1.5 million fine and enforce the remedies with the federal court in the northern district of California, which still must approve the agreement.

The FTC said GoodRx was unfair in its handling of customer data — alleging the company falsely claimed it complied with HIPAA and also shared information when it pledged not to. The company also had no internal processes to protect, or limit third-party access to, consumer health data, the commission said.

Though GoodRx has agreed to settle, it didn’t admit wrongdoing. The company also said it didn’t believe the FTC action would materially impact the business.

“We believe this is a novel application of the Health Breath Notification Rule by the FTC. We used Facebook tracking pixels to advertise in a way that we feel was compliant with regulations and that remains common practice for many websites,” the company said in a statement.

Still, the FTC is signaling heightened interest in the issue, data privacy experts say.

“What they’re doing is sending a warning shot across the digital bow of the online advertising industry saying, ‘Hey, these things are unfair, we’re watching, and you should not be using this health information in the way it’s being used,’” said Jeff Chester, executive director of the Center for Digital Democracy, a Washington, D.C.-based nonprofit that advocates for digital privacy and consumer protections online.

WELCOME TO THURSDAY PULSE. One bill to keep an eye on: a proposition to make roasted chile New Mexico’s official state aroma. What should your state’s official aroma be? Send ideas — and health news — to [email protected] and [email protected].

TODAY ON OUR PULSE CHECK PODCAST, Erin Schumaker talks with Megan Messerly about the millions of Americans who were allowed to remain covered by Medicaid during the pandemic and what could happen now that Congress has given states the go-ahead to reevaluate who’s still eligible for those health insurance benefits.

AMERICA DOESN’T HAVE THE CAPACITY TO IDENTIFY PANDEMIC ORIGINS, EXPERTS TELL CONGRESS — The United States doesn’t have the combination of scientific research, access to samples databases, domestic operational plans and international partnerships that can reliably identify the source of disease outbreaks such as the coronavirus pandemic, five experts told a House Energy and Commerce subcommittee hearing Wednesday, Carmen reports.

Using genetic sequencing and analyzing blood samples stored in databases are technologies that have proven useful in detecting the origin of other diseases in the past, but a lack of access to such databases hinders origin investigation, Karen Howard, the acting chief scientist at the Government Accountability Office told the subcommittee on oversight and investigations.

International agreements should be developed to standardize sample databases that could help in researching a virus’ origin, she said, adding that the U.S. should also develop a detailed national strategy for investigating a pandemic’s beginning, she said.

One single office in the U.S. government should coordinate the work of several agencies in identifying where an outbreak started, added Tom Inglesby, the director of the Center for Health Security at the Johns Hopkins Bloomberg School of Public Health and a former adviser on the White House Covid-19 Response Team.

Why it matters: Inglesby said the ability to investigate a viral outbreak could be a form of deterrence against enemies who would want to use biological weapons against the U.S.

The hearing was the first for this Congress that focused on Covid’s origins, an issue that the Republican House majority has made a priority. Most questions from the Republican subcommittee members focused on whether it could be demonstrated that the coronavirus originated at the Wuhan virology lab.

The health experts testifying said the current data doesn’t clearly trace the virus to the Wuhan lab, but several studies link it to a live animal market in that Chinese city.

Michael Imperiale, a professor of microbiology and immunology at the University of Michigan, warned against politicizing the debate and discouraged scientists from getting involved in such research. Some of his colleagues studying viruses with pandemic potential, he said, have received death threats from people who mistrust the researcher’s work, suspecting them of deliberately engineering viruses to become more transmissible or dangerous.

“We must be careful not to throw sand in the gear that slows our progress, dissuades our scientists or discourages our young people from being a part of our scientific system,” he told lawmakers.

WYDEN WANTS INFO ON IRA REBATES — Sen. Ron Wyden (D-Ore.) sent a letter Wednesday to CMS Administrator Chiquita Brooks-LaSure asking for details about the Medicare Part D and Part B inflation rebate provisions included in the Inflation Reduction Act.

The information requested includes a timeline for implementing rebates, an explanation of how those rebates will be calculated and a plan to promptly penalize companies that increase prices faster than the inflation rate.

ONCDP TO THE CABINET? A bipartisan group of 55 lawmakers asked President Joe Biden in a letter Wednesday to add the director of the Office of National Drug Control Policy to a Cabinet-level position.

The lawmakers wrote that, amid the opioid epidemic, the president should announce the change at next week’s State of the Union address and push ending the crisis as a top priority.

IN CASE OF DEFAULT — The largest House Republican caucus worked on a list of ideas for fiscal reform, including an item on Medicare, POLITICO’s Caitlin Emma and Olivia Beavers report.

Though Speaker Kevin McCarthy said earlier this week that Medicare and Social Security were off the table for cuts, the group is considering a way to continue payments to beneficiaries should the U.S. default on its debt.

FDA EMPLOYEES WON’T BE FIRED OVER FORMULA CRISIS — As the FDA looks to major reforms in the wake of the infant formula crisis, the agency’s commissioner said employees won’t be fired or reassigned in the changes, POLITICO’s Meredith Lee Hill reports.

The announcement came as Commissioner Robert Califf rolled out his “new, transformative vision” of the main agency tasked with overseeing food safety in the U.S., though he didn’t include specific plans to address breakdowns around infant formula.

Still, Califf pointed to some past “leadership changes.” His remarks come just days after senior FDA foods official Frank Yiannas’ resignation last week. In his resignation letter, Yiannas called for structural reforms in the troubled division.

“But the short answer is no one’s going to be reassigned or fired because of the infant formula situation,” Califf told reporters.

PANDEMIC PREP DEAL DETAILS — The World Health Organization shared plans for an international agreement aimed at improving pandemic preparations, Carmen reports.

The plan lays out ideas to avoid the failures from the Covid-19 pandemic, such as inequitable vaccine distribution.

The proposal would require countries to allow WHO rapid-response teams access to their territories to assess and support efforts to combat emerging outbreaks — after China didn’t grant fast access to international experts to the Wuhan virology lab at the pandemic’s outset.

The draft also demands that countries support temporary waivers of intellectual property rights on those products and requires manufacturers that received public funding for their development to waive their rights. That sort of provision, hotly contested through the Covid era, will likely be fought by pharmaceutical companies.

Governments will start negotiations on the agreement at a meeting later this month, with discussions continuing for the next year.

FIRST IN PULSE: Andrea Harris, previously chief of staff to Rep. Lauren Underwood (D-Ill.) and two HHS assistant secretaries, will join Protect Our Care as director of policy programs.

Jean Accius is now president and CEO of Creating Healthier Communities. He previously was SVP of global thought leadership for AARP.

The New York Times reports that vaccine makers kept well over $1 billion in prepayments for Covid shots for developing countries.

Kaiser Health News writes about nursing home owners funneling cash out of facilities during the pandemic.

The Washington Post reports on research about the cancer risk associated with ultra-processed food.

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