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Facebook Wins Standoff With Australian Government

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Facebook Wins Standoff With Australian Government

Facebook announced an agreement with the Australian government to pay Australian news organizations for their news articles. The government compromised with Facebook, agreeing that Facebook retains the right to make decisions about news on Facebook in exchange for supporting Australian news organizations.

News links and posts are returning to Australian users of Facebook.

Facebook Rescinds Australian News Ban

Last week Facebook announced the dramatic banning of news for Australian members of Facebook. The reason was to avoid being governed by a law that would force Facebook to pay for Australian news organizations for sharing links on Facebook and profiting from those links.

Facebook called the proposed law a failure to understand the relationship between Facebook and news organizations.

Today Campbell Brown, VP, Global News Partnerships announced that Facebook had reached an agreement.

According to the announcement:

“After further discussions with the Australian government, we have come to an agreement that will allow us to support the publishers we choose to, including small and local publishers.

We’re restoring news on Facebook in Australia in the coming days.

Going forward, the government has clarified we will retain the ability to decide if news appears on Facebook so that we won’t automatically be subject to a forced negotiation.

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It’s always been our intention to support journalism in Australia and around the world, and we’ll continue to invest in news globally and resist efforts by media conglomerates to advance regulatory frameworks that do not take account of the true value exchange between publishers and platforms like Facebook.”

“Media Conglomerates” a Reference to Rupert Murdoch?

Facebook’s announcement said that it would, “…resist efforts by media conglomerates to advance regulatory frameworks…” but without mentioning specific media conglomerates.

One of the biggest media conglomerates in Australia is Rupert Murdoch’s News Corp, which has been alleged in news articles to be the one behind the Australian government attempt to shake down Google and Facebook on behalf of Australian news organizations.

According to the Sydney Morning Herald:

“News Corp has successfully lobbied the government. A compulsory code being created to make Google and Facebook pay for the use of news content is just one example of an issue News Corp lobbied hard for. “

So when Facebook made reference to resisting “media conglomerates, that may have been a reference to Rupert Murdoch and News Corp and the alleged backroom lobbying to extract money from Google and Facebook.

The law itself was meant to benefit local journalism. But an Australian government analysis of the law found that as it was written the news organizations were free to spend the money in any manner they deemed fit.

According to the analysis:

“…it remains to be seen whether any benefit gained by the registered news businesses is used to support public interest journalism.”

The proposed law allowed news organizations to pocket the money without in any way benefiting public interest journalism.

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Facebook Wins

The fight between Australia and Facebook was important because it could have served as a blueprint for other countries to extract money from Facebook. The new agreement keeps Facebook from being subjected to automatic negotiations.

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Read the official Facebook Statement

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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