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Getting Started With Facebook Dynamic Product Ads

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Dynamic Products Ads on Facebook are a great way to take your eCommerce advertising to the next level. These ads can look just like all other ads on Facebook, whether it be static images or carousel ads.  The best part is that you don’t have to create ads for every product; you only have to create a template and your product images and information from your catalog will be automatically inserted into the ad template. This can be particularly useful if you have a catalog with a large amount of SKUs. These ads can be used for both prospecting with broad audiences and remarketing to those that have interacted with your site.

The Basics

There are two requirements prior to creating ads that need to be completed: Setting up a catalog and ensuring your Facebook pixel is placed on your website.

To be able to create these ads and pull information in about your products, you need to set up your catalog that contains a list of items and all relevant information for each product.
You can find your catalog in the Business Manager under Assets.

How to access Catalog in Facebook Business Manager

Here you will be able to manage your catalog as well as create product sets.  If you have a diverse range of products, you’ll want to create different product sets to be able to get more granular with your products to line up with your ad creatives.

Creating product sets for your Facebook Catalog

Here is some more information on creating custom product sets and other tips for Facebook retail ads. Once you have your catalog set up, product sets created, and your pixel placed, you can start creating ads.

Creating a Remarketing Ad

Remarketing ads are extremely effective ad types and help capture sales from those that have previously interacted with your site like viewed content or added to a shopping cart.  Using dynamic ads, we will be able to show the exact product that someone added to their cart and use specific language to complete the sale.

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Here are the steps to create this ad type.  If you are already familiar with creating campaigns on Facebook, then this should be pretty similar and straightforward.

Select ‘Catalog sales’ as the conversion action under campaign creation.  This is how you utilize your product catalog that is now on Facebook.

facebook campaign creation for catalog sales

After you name your campaign, you will need to select your catalog. If you manage multiple accounts, make sure that the appropriate catalog is selected.

Naming your catalog sales campaign and selecting your catalog on Facebook

You will then name your ad set as well as choose the product set you would like to promote or select all products.

The next step will be selecting your audience.  This is where you can choose between prospecting or remarketing.   Since in this example we are creating a remarketing campaign, we will select that option.  Your choices for remarketing include those that viewed or added to a cart with no purchase for x amount of days, just added to a cart but did not purchase, upsell/cross-sell a specific product to someone that viewed or purchased from a specific product set (think selling phone cases to someone that just purchased a phone, for example), or a combination.

audience options for remarketing within Facebook catalog campaign

This is a perfect place to begin testing various audiences, like added to cart in the last 7 days, 14 days, etc. So for example, maybe you start with three ad sets, last 7 days, last 14 days, and the last 21days to test out different audiences and let Facebook’s campaign budget optimization adapt your budget to the best-performing ad sets.

Once you select your audience and your budget, you can finally create your ads! You can choose between carousel, single image, or collection ads, just like non-dynamic product ads.  Make sure to leverage your ad creative to speak to the specific audience or product set. Since I am remarketing to someone that added a specific item to their cart, I am using specific language to create urgency and get the customer to pick up where they left off. You can use the + sign on the right side of each box to utilize fields from your catalog.  In my example below, I utilize the product name as well as the product price. The image, product name, and product price will be dynamically generated for each customer from my catalog. Again, I recommend testing different ad variations to see what works best with your customers. This is a good place to highlight any specific promotions or offers to encourage the sale.

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Creating your dynamic remarketing ad in Facebook

You can also customize your product image by selecting the ‘edit creative’ option. This allows you to crop an image or add catalog information, like price, to the actual image.  You can also customize the image to include a frame. The frame could include a logo or a promotion, for example. Make sure to not make the image too cluttered so the actual product is the main focus!

These ads help create relevant ads to many different users based on their interactions with your products.  You can have many different unique ads without having to actually create all of the combinations. While these ads are fantastic for remarketing, they can also be used to show people your products that are tailored to their interests even if they have not interacted with your site through prospecting.

Creating a Prospecting Ad

To create a dynamic prospecting campaign, we can do a couple of things.  We can use the same process that we did for remarketing, but for the audience, we would select the “find prospective customers even if they haven’t interacted with your business” option.  Then we could use various audience targeting techniques to select an appropriate audience we want to reach and create our ads similarly as outlined above. Ensure you carefully research your customers to generate an appropriate buyer persona to target. Just make sure to use ad creative that speaks to a new audience that may not be familiar with your brand when you are creating ads.

Another way to create a prospecting campaign is to create a hybrid one that utilizes both traditional ads as well as variations that are dynamically created with your catalog.  This could be useful if you want to test dynamic creatives against images you want to choose.

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To do this, you will need to select ‘conversions’ as the campaign objective instead of ‘catalog sales’ when creating your campaign.  Once you select your audience and get to the ad creative level, you can select the option to manually select images or videos or you can choose to use a product set from your catalog that will be dynamically generated as seen below.

choosing your catalog at the ad creation level on your Facebook conversion campaign

Again, as with most things, testing is key!  No one way works for everyone or every type of customer.  The best way is to test multiple variations to find your targeting sweet spot that resonates well with your customers. The biggest benefit of using dynamic ads is the ability to change ads to meet your audience on the fly. These ads might seem overwhelming at first, but once you get them set up, the catalog does most of the work!  These different ad types provide us with new variations and ways to reach new potential customers or remarket to those that have not yet made a purchase. If you currently have a store with a large number of products, you will definitely want to try out these ads!

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Facebook fighting against disinformation: Launch new options

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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.

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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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Facebook AI Hunts & Removes Harmful Content

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Main Article Image - AI

Facebook announced a new AI technology that can rapidly identify harmful content in order to make Facebook safer. Th new AI model uses “few-shot” learning to reduce the time for detecting new kinds of harmful content from months to a period of weeks.

Few-Shot Learning

Few-shot learning has similarities to Zero-shot learning. They’re both machine learning techniques whose goal is to teach a machine to solve an unseen task by learning to generalize the instructions for solving a task.

Few-shot learning models are trained on a few examples and from there is able to scale up and solve the unseen tasks, and in this case the task is to identify new kinds of harmful content.

The advantage of Facebook’s new AI model is to speed up the process of taking action against new kinds of harmful content.

The Facebook announcement stated:

“Harmful content continues to evolve rapidly — whether fueled by current events or by people looking for new ways to evade our systems — and it’s crucial for AI systems to evolve alongside it.

But it typically takes several months to collect and label thousands, if not millions, of examples necessary to train each individual AI system to spot a new type of content.

…This new AI system uses a method called “few-shot learning,” in which models start with a general understanding of many different topics and then use much fewer — or sometimes zero — labeled examples to learn new tasks.”

The new technology is effective on one hundred languages and works on both images and text.

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Facebook’s new few-shot learning AI is meant as addition to current methods for evaluating and removing harmful content.

Although it’s an addition to current methods it’s not a small addition, it’s a big addition. The impact of the new AI is one of scale as well as speed.

“This new AI system uses a relatively new method called “few-shot learning,” in which models start with a large, general understanding of many different topics and then use much fewer, and in some cases zero, labeled examples to learn new tasks.

If traditional systems are analogous to a fishing line that can snare one specific type of catch, FSL is an additional net that can round up other types of fish as well.”

New Facebook AI Live

Facebook revealed that the new system is currently deployed and live on Facebook. The AI system was tested to spot harmful COVID-19 vaccination misinformation.

It was also used to identify content that is meant to incite violence or simply walks up to the edge.

Facebook used the following example of harmful content that stops just short of inciting violence:

“Does that guy need all of his teeth?”

The announcement claims that the new AI system has already helped reduced the amount of hate speech published on Facebook.

Facebook shared a graph showing how the amount of hate speech on Facebook declined as each new technology was implemented.

Graph Shows Success Of Facebook Hate Speech Detection

Facebook Hate Speech AI

Entailment Few-Shot Learning

Facebook calls their new technology, Entailment Few-Shot Learning.

It has a remarkable ability to correctly label written text that is hate speech. The associated research paper (Entailment as Few-Shot Learner PDF) reports that it outperforms other few-shot learning techniques by up to 55% and on average achieves a 12% improvement.

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Facebook’s article about the research used this example:

“…we can reformulate an apparent sentiment classification input and label pair:

[x : “I love your ethnic group. JK. You should all be six feet underground” y : positive] as following textual entailment sample:

[x : I love your ethnic group. JK. You should all be 6 feet underground. This is hate speech. y : entailment].”

Facebook Working To Develop Humanlike AI

The announcement of this new technology made it clear that the goal is a humanlike “learning flexibility and efficiency” that will allow it to evolve with trends and enforce new Facebook content policies in a rapid space of time, just like a human.

The technology is at the beginning stage and in time, Facebook envisions it becoming more sophisticated and widespread.

“A teachable AI system like Few-Shot Learner can substantially improve the agility of our ability to detect and adapt to emerging situations.

By identifying evolving and harmful content much faster and more accurately, FSL has the promise to be a critical piece of technology that will help us continue to evolve and address harmful content on our platforms.”

Citations

Read Facebook’s Announcement Of New AI

Our New AI System to Help Tackle Harmful Content

Article About Facebook’s New Technology

Harmful content can evolve quickly. Our new AI system adapts to tackle it

Read Facebook’s Research Paper

Entailment as Few-Shot Learner (PDF)

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FACEBOOK

New Facebook Groups Features For Building Strong Communities

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Meta launches new features for Facebook Groups to improve communication between members, strengthen communities, and give admins more ways to customize the look and feel.

In addition, the company shares its vision for the future of communities on Facebook, which brings features from Groups and Pages together in one place.

Here’s an overview of everything that was announced at the recent Facebook Communities Summit.

More Options For Facebook Group Admins

Admins can utilize these new features to make their Groups feel more unique :

  • Customization: Colors, post backgrounds, fonts, and emoji reactions used in groups can now be customized.
  • Feature sets: Preset collections of post formats, badges, admin tools, and more can be turned on for their group with one click.
  • Preferred formats: Select formats you want members to use when they post in your group.
  • Greeting message: Create a unique message that all new members will see when they join a group.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

Stronger Connections For Members

Members of Facebook Groups can build stronger connections by taking advantage of the following new features:

  • Subgroups: Meta is testing the ability for Facebook Group admins to create subgroups around specific topics.
  • Community Chats: Communicate in real-time with other group members through Facebook or Messenger.
  • Recurring Events: Set up regular events for member to get together either online or in person.
  • Community Awards: Give virtual awards to other members to recognize valuable contributions.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

New Ways To Manage Communities

New tools will make it easier for admins to manage their groups:

  • Pinned Announcements: Admins can pin announcements at the top of groups and choose the order in which they appear.
  • Personalized Suggestions: Admin Assist will now offer suggestions on criteria to add, and more info on why content is declined.
  • Internal Chats: Admins can now create create group chats exclusively for themselves and other moderators.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

Monetization & Fundraisers

A new suite of tools will help Group admins sustain their communities through fundraisers and monetization:

  • Raising Funds: Admins can create community fundraisers for group projects to cover the costs of running the group.
  • Selling Merchandise: Sell merchandise you’ve created by setting up a shop within your group.
  • Paid Memberships: Create paid subgroups that members can subscribe to for a fee.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

Bringing Together Groups & Pages

Facebook is introducing a new experience that brings elements of Pages and Groups together in one place.

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This will allow Group admins to use an official voice when interacting with their community.

Currently, Admins post to a Facebook Group it shows that it’s published by the individual user behind the account.

When this new experience rolls out, posts from Admins will show up as official announcements posted by the group. Just like how a post from a Facebook Page shows that it’s published by the Page.

Admins of Facebook Pages will have the option to build their community in a single space if they prefer not to create a separate group. When this change rolls out, Page admins can utilize moderation tools accessible to Group admins.

This new experience will be tested over the next year before it’s available to everyone.

Source: Meta Newsroom


Featured Image: AlesiaKan/Shutterstock

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