The holiday season is in motion and the influx of advertisers on Facebook has begun. This influx makes ad space very competitive, so here are some tips to make it a successful season.
Use campaign budget optimization to increase efficiency
Use campaign budget optimization (CBO) to maximize delivery and decrease total cost per result across all ad sets. While CBO can’t increase delivery for ad sets that are already underdelivering, it will ensure the campaign budget spends as much as possible across all of the available ad sets and saves time otherwise spent manually optimizing budgets.
Use automated rules
Automated rules are a great way to save you time and increase your efficiencies 24/7. You can pause/resume ads with them, you can control frequencies with them, you can raise/lower budgets based on ROAS or CPA. Also, these are now available to be used with campaign budget optimization.
Opt into at least 4+ placements on every ad set
This is going to be a strong tactic to maintain stability and avoid the competitive nature of IG/FB feed. Also, a great way to reach a larger audience and allow for the delivery system to find the person most likely to convert, despite what setting they are currently in.
Allow for Additional Ad Approval Time
There will be an influx of ads going live during the holidays. In order to avoid a delay in launch try to get any ads up early.
Lead Gen: Focus on remarketing during the holidays
Facebook and Instagram are going to be flooded with ecom advertisers during the holidays. If you are concerned about rising costs/CPAs, an effective tactic is to focus on remarketing during the holidays. This is going to help keep your accounts cost-effective. Until then push your prospecting lists to drive traffic for your remarketing funnel.
Ecom: Utilize dynamic ads/catalogs/shopping feeds
Dynamic remarketing is a great tactic to utilize year-round, but you can also dynamically prospect as well and this is going to be the most effective way to advertise your client’s products during the holidays.
Looking for more knowledge? Check out Facebook Ads for Beginners: 5 Resources.
Facebook fighting against disinformation: Launch new options
Meta, the parent company of Facebook, has dismantled new malicious networks that used vaccine debates to harass professionals or sow division in some countries, a sign that disinformation about the pandemic, spread for political ends, is on the wane not.
“They insulted doctors, journalists and elected officials, calling them supporters of the Nazis because they were promoting vaccines against the Covid, ensuring that compulsory vaccination would lead to a dictatorship of health,” explained Mike Dvilyanski, director investigations into emerging threats, at a press conference on Wednesday.
He was referring to a network linked to an anti-vaccination movement called “V_V”, which the Californian group accuses of having carried out a campaign of intimidation and mass harassment in Italy and France, against health figures, media and politics.
The authors of this operation coordinated in particular via the Telegram messaging system, where the volunteers had access to lists of people to target and to “training” to avoid automatic detection by Facebook.
Their tactics included leaving comments under victims’ messages rather than posting content, and using slightly changed spellings like “vaxcinati” instead of “vaccinati”, meaning “people vaccinated” in Italian.
The social media giant said it was difficult to assess the reach and impact of the campaign, which took place across different platforms.
This is a “psychological war” against people in favor of vaccines, according to Graphika, a company specializing in the analysis of social networks, which published Wednesday a report on the movement “V_V”, whose name comes from the Italian verb “vivere” (“to live”).
“We have observed what appears to be a sprawling populist movement that combines existing conspiratorial theories with anti-authoritarian narratives, and a torrent of health disinformation,” experts detail.
They estimate that “V_V” brings together some 20,000 supporters, some of whom have taken part in acts of vandalism against hospitals and operations to interfere with vaccinations, by making medical appointments without honoring them, for example.
Change on Facebook
Facebook announces news that will facilitate your sales and purchases on the social network.
Mark Zuckerberg, the boss of Facebook, announced that the parent company would now be called Meta, to better represent all of its activities, from social networks to virtual reality, but the names of the different services will remain unchanged. A month later, Meta is already announcing news for the social network.
The first is the launch of online stores in Facebook groups. A “Shop” tab will appear and will allow members to buy products directly through the group in question.
Other features have been communicated with the aim of facilitating e-commerce within the social network, such as the display of recommendations and a better mention of products or even Live Shopping. At this time, no date has been announced regarding the launch of these new options.
In the light of recent features, the company wants to know the feedback from its users through the survey same like what Tesco doing to get its customers feedback via Tesco Views Survey. However, the company is still about this feedback will announce sooner than later in this regard.
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