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Are Facebook PPC Campaigns Worth It In 2020?

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Are Facebook PPC campaigns worth it in 2020? Are they a good fit for targeting your audience?

Fair question, taking into consideration all the Facebook drama happening lately. Since Facebook ad policy is so elusive and raises so many questions, is it still worth investing your money into a Facebook PPC campaign?

Let’s turn to the statistics to find the definitive answer:

  • It’s a common thought that people hate Facebook ads. However, the numbers show that in 2018 only 1% of respondents held negative connotations towards PPC advertising, compared to 7% in 2016 and 2017.
  • Marketers enjoy pay-per-click campaigns since they are expected to bring 50% more lead conversions than organic web traffic.
  • In the future, marketers plan to increase investments in PPC campaigns, with 40% of respondents supporting this statement.

Since Facebook is one of the key players in online advertisement and digital marketing (with Google Ads being its rival), Facebook is one of the most attractive places on the Internet for a PPC campaign.

So, what does it take to successfully target audiences on Facebook?

Let’s take a look at some tips to take into consideration.

1. Selecting the Right Campaign Objective

What message do you want your PPC ads to communicate to your audience?

Facebook Ad Center offers three objectives, each of which targets smaller objectives:

  • Awareness: by choosing this objective, your PPC ad will be primarily used to increase brand awareness and reach.
  • Consideration: this objective is often used for PPC ads that are aimed at increasing traffic, engagement, lead generation or attracting more attention to your content, such as app installs or video views.
  • Conversion: by choosing this objective, you’ll aim your PPC ad at increasing conversions, store visits or catalog sales.

As you can see, all three objectives resemble the three stages of the buyer’s journey.

How to choose the right objective for a Facebook audience?

The choice of an objective will depend on two factors:

  • how you want the ad to affect your target audience personas
  • the size of your business

Ask yourself a question: how do you want your target audience to perceive this ad? Do you want them to get acquainted with your brand? Do you want to raise awareness about your brand? Or do you want them to purchase your product or service right away?

No matter what type of business you are running, you will benefit from the awareness and consideration objectives. Ads with these objectives will get you noticed. The conversion objective is for companies who have already spread brand awareness and now solely want to focus on the increasing sale.

2. Figure Out An Ad Placement Option 

When it comes to targeting the audience with a PPC campaign, not every ad placement option will work well.

On Facebook, there are several options for ad placement:

  • Facebook Newsfeed
  • Instagram feed
  • Facebook Marketplace
  • Facebook Video feeds
  • Facebook right column
  • Instagram Explore section
  • Messenger Inbox and sponsored messages
  • Stories on Facebook, Messenger, and Instagram
  • Instant Articles
  • Facebook In-Stream Videos

Also, there are two options to place the ads:

  • Automatic: Facebook recommends this option (and it’s also pre-set) because it automatically reaches out to your target audience through all the above-mentioned channels.
  • Edit placements: allows you to exclude certain placements.

What is the best option to target audience?

While for the purposes of digital marketing, choosing the automatic ad placement may be the best idea, it doesn’t always work for a specific target audience you have in mind.

If you want to target a specific audience on Facebook with your PPC campaign, edit placements by unchecking those options that your target audience is less likely to use. If you have followers on your Facebook page, take a look at the content that engages them the most:

This sort of customer feedback will help you make your ads more targeted by choosing the right ad placements.

3. Ad Type Matters 

You can use the stats from Facebook Insights to determine the ad type that will drive the most engagement. According to the preferences of your target audience, you can choose one of three ad formats:

You can also choose an existing post that has driven the most engagement to use as a paid ad with awareness or consideration objective, for instance.

Your attention should also be focused on text that will accompany your ad. Facebook sets the text that you use as your company description by default. You can, however, change this text to make your PPC campaign more targeted.

On Facebook, you can also create multilingual ads. If you decide to run your PPC campaigns in several languages, you will need to employ localization techniques. “By localizing your ads, you make them culturally appropriate and clearer for the addressee”, says Neightan White, a marketing manager at The Word Point, an international translation company.

Running PPC campaigns in several languages diversifies your digital marketing strategy and allows you to target audiences abroad, thus, increasing brand awareness and audience engagement.

Wrapping Up

Despite all Facebook controversies, PPC advertisement on Facebook is definitely here to stay. Moreover, it’s proven to be one of the best techniques to target any audience.

By choosing the right objective, ad placement options, and ad types, you’ll be able to create a PPC campaign that will bring you new customers, increase brand exposure, increase traffic, drive leads, and help you generate more revenue.

Hopefully, our tips will help you structure your PPC campaign on Facebook to target audience, drive engagement and boost conversions.

PPChero.com

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FTC finds GoodRx shared sensitive health data with Facebook, Google

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FTC finds GoodRx shared sensitive health data with Facebook, Google

Illustration: Gabriella Turrisi/Axios

The FTC on Wednesday filed a court order against GoodRx for failing to notify users that it shared their personal, identifiable health data with Facebook and Google and said it would permanently ban the company from sharing such information for ads, should the court order be federally approved.

Why it matters: The court order is the first FTC action under the Health Breach Notification Rule, which requires companies to notify users when their health data is infringed upon, and includes several safeguards aimed at protecting consumer data.

  • “We’re making clear that apps violating this rule need to come clean with consumers when they share sensitive data improperly,” an FTC official said during a press briefing about the order.
  • The order must be approved by the federal court to go into effect.

Zoom in: The health data GoodRx shared with tech companies includes individually identifiable data on users’ prescription medications and health conditions. Per the complaint:

  • In August 2019, GoodRx compiled lists of users who’d purchased medications for heart disease and high blood pressure and uploaded their email addresses, phone numbers and mobile advertising IDs to Facebook so it could identify their profiles.
  • GoodRx then used that information to target users with relevant ads.

Details: The court order, filed by the Department of Justice on behalf of the FTC in California’s Northern District, found GoodRx shared data with companies including Facebook, Google, Criteo, Branch and Twilio. The order found GoodRx:

  • Monetized users’ personal health data to target them with health- and medication-specific ads on Facebook and Instagram.
  • Let third parties it shared data with use the information for research, development or advertising purposes without getting consent.
  • Misrepresented its HIPAA compliance, displaying a seal at the bottom of its telehealth site falsely suggesting it complied with the law.
  • Failed to maintain sufficient policies or procedures to protect its users’ personal health information.

State of play: GoodRx, which offers prescription discount coupons and telehealth services, lets users track their personal health data to save, track and get alerts about prescriptions, refills, pricing and medication purchase history.

  • Per the complaint, the company collects data from users themselves and from pharmacy benefit managers (PBMs) that confirm when someone buys a prescription drug using one of its coupons.
  • Since January 2017, more than 55 million consumers have visited or used GoodRx’s website or mobile apps, the complaint says.

What they’re saying: A spokesperson for GoodRx told Axios the company does not agree with the allegations, saying the order “focuses on an old issue that was proactively addressed almost three years ago.”

  • “We admit no wrongdoing,” the spokesperson said. “Entering into the settlement allows us to avoid the time and expense of protracted litigation.”

  • “Health data today isn’t just what your doctor keeps in a file behind a desk,” an FTC official said during the briefing. “And the way we’re enforcing this reflects that new reality.”
  • “We expect this to have a significant impact on the marketplace,” the official added.

Flashback: The FTC in 2021 issued a warning to health apps and others that collect or use consumers’ health information that they must comply with the Health Breach rule.

  • “We are now showing the market that we meant business when we issued that policy statement,” the FTC official said.

What’s next: In addition to charging GoodRx with a $1.5 million civil penalty and banning it from disclosing user health information for ads, the order requires that the company:

  • Direct third parties to delete the consumer health data shared with them and inform users about the breaches and the FTC’s enforcement action.
  • Get users’ consent before sharing health data with third parties for purposes other than ads and detail the types of health information it will disclose to those parties.
  • Limit how long it can retain personal health information.
  • Create a privacy program that includes safeguards to protect such data.

Of note: While the order only binds GoodRx, companies including Facebook who received the data “are on notice that they were in receipt of data that was illegally collected,” another FTC official said.

This story has been updated to include the company’s comment.

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Facebook and Google ad oligopoly is over, fund manager says

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Facebook and Google ad oligopoly is over, fund manager says

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Inge Heydorn, fund manager at GP Bullhound, discusses competition in the digital ad market, what investors will be looking for in Meta’s results, and why it’s “all about TikTok.”

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Mike Lindell Says Jimmy Kimmel Wants to Put Him in a Big Claw Machine

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Mike Lindell Says Jimmy Kimmel Wants to Put Him in a Big Claw Machine
  • Mike Lindell says Jimmy Kimmel is requesting to interview him on his show. 
  • But Kimmel had one request, Lindell said: The pillow CEO has to sit inside a giant claw machine.
  • Lindell said this is because he is unvaccinated. 

MyPillow CEO Mike Lindell says late-night show host Jimmy Kimmel had one request of him: The pillow CEO must sit inside a giant claw machine during their interview.

“A lot of you have reached out to me: ‘Mike, don’t do it, he’s going to attack you. Why did you agree to go inside a claw game?'” Lindell said during a Facebook live stream on Tuesday. Lindell is scheduled to appear on Kimmel’s talk show, “Jimmy Kimmel Live,” on Tuesday.

“Which I did, because they, you can’t go inside the studio if you’re not vaccinated. And of course, I’m not vaccinated,” Lindell added. 

“Maybe I’ll find out that that claw game was rigged, huh, the one that picks up the stuffed animals,” Lindell quipped, seemingly referencing his own baseless claims of widespread election fraud.

The pillow CEO said his appearance on Kimmel “should be very, very interesting.” He also said he was only agreeing to the interview because he thinks it will help “save our country.”

Kimmel appeared to confirm Lindell’s account, tweeting: “MyPillow Mike from a claw machine tonight!” 

 

Kimmel said on Monday that Lindell has “repeatedly” asked to be on the show, and that he’s tried to invite Lindell back many times.

Lindell’s last appearance on Kimmel’s show was in April 2021. During their nearly 20-minute conversation, Kimmel pummeled Lindell with questions about his voter fraud claims.

“A lot of people didn’t want you to come on this show. Liberals and conservatives, told me not to have you on, and they told you don’t go on the show,” Kimmel told Lindell in 2021. “But I think it’s important that we talk to each other.”

Lindell is fresh off a big loss in his race for RNC chair, where he only secured four votes.

Lindell and representatives for Kimmel did not immediately respond to Insider’s requests for comment.



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