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5 Facebook Ads Tools for Making Creative Design Efficient



Facebook Ads has been doing a great job by introducing new creative formats and placements to the advertisers. However, many advertisers tend to use formats that are easier to produce such as Single Image Ads or Video Ads. While this may be a great starting point but there is a lot more to explore when it comes to diversifying creative formats. In this post, we will look into a few tools available in the Facebook Ads platform that help with speeding up the creative production process.

Creative Hub

This is a good place to start when the goal is to work on developing creative ideas without creating a campaign draft. You (or your designers) can create ad mockups in advance, preview them for different placement, share them with other team members and once ready save them to be used in the campaign production. Using Creative Hub will keep your campaign structure in the Ad Manager neat and clean and at the same time gives you a very streamlined process to collaborate on developing ideas for your upcoming ad designs.

Adding Multiple Text Variations

When it comes to developing multiple ad copy or headline ideas you don’t need to duplicate your ads anymore. Instead, take advantage of this fairly new feature to add multiple Primary Text, Headline and Description options. You get to add up to 5 variations and Facebook uses its machine learning power to optimize the delivery towards the best performing combination. This is currently available for Single Image and Video Ads for Traffic, App Installs and Conversion objectives. This feature is gradually being introduced to all accounts so if you don’t find it in your account just yet, wait a couple more weeks.

Video Creation Kit

Producing video assets can be costly and time-consuming. But video ads are so versatile and engaging. They’re a great source for creating engagement-based retargeting and also lookalike audiences and in most cases, they are less expensive than other formats. An easy way to get started with video ads and turning your static imagery into engaging videos is to use Facebook’s built-in Video Creation Tool. You can use one of the several available templates and customize the overlay text, fonts, and colors. You also get to produce your video in different aspect ratios for different placement specifications so your chances of getting engagements out of each impression will be at their best.

This is also a good workaround when your Single Image Ads have too much text on them and therefore are at risk of getting flagged. You can use Video Creation Tool and turn your talking points into a short and engaging slideshow and at the same time avoid delivery issues for having too much overlay text.

Instant Experience

Formerly known as Canvas Ads, Instant Experience is an interactive and instant-loading addition to your ads. The idea is, the destination of the ad will be an interactive, full-screen experience. You can use one of Facebook’s several templates and customize to get what you need for your design or create one from scratch. An Instant Experience can contain images, videos, slide show, buttons and of course text. It’s a great option if your website loads slow and you lose lots of clicks before they make it to your landing pages. Also, similar to video ads, you can retarget the engagements using a Custom Audience or use it as a source for a Lookalike audience.

Same Ad, Multiple Languages

This is a great option for businesses that advertise their product or services in multiple countries or regions with more than one common language. Prior to the introduction of this feature, you had to create multiple versions of the ad for different markets. In addition to the production overhead, this would also limit the algorithm learnings as ads for each language would reside in different Ad Sets and therefore different Learning Phases. Now, by adding translations of the copy in the same ad we can minimize creative production time, aggregate learnings. You can add up to 49 language variations and for Traffic and Conversion objectives you get to enter language-specific website destinations.

These were just a few options available in the Facebook Ads platform to optimize creative production and design. If you’re interested to learn more about these tools, please check out the details for our upcoming half-day Paid Social Workshop at Hero Conf 2020 in Austin, Texas – April 8th-10th.


Where Will Meta Stock Be in 1 Year?



Meta Platforms (META -3.08%) had an awful 2022. Revenue growth stalled at just the wrong time for the social media business, leading to collapsing earnings in the nine months that ended in late September. The company will close out 2022 with its Q4 earnings announcement in early February that’s expected to show a 3% sales drop.

Wall Street isn’t optimistic about the year ahead, either. Most Wall Street pros forecast that revenue will rise in the low-single-digit-percentage range as annual earnings decline for a second straight year.

Let’s look behind those headline projections for clues to where the stock might be headed as management works to turn the Facebook owner around.

Meta is growing faster

The immediate challenge for CEO Mark Zuckerberg and his team is to get the business back on a growth footing. The good news is that this goal is more achievable than you might think after a glance at the company’s 4% year-over-year sales decline in Q3. Strip out currency exchange rate shifts and that figure becomes a 2% increase, after all.

Meta is still gaining users, too, even on its most mature platform, Facebook. It’s not hard to see how a sustained focus on engaging videos in the Reels service can contribute to improving sales trends in 2023. “The fundamentals are there for a return to stronger revenue growth,” Zuckerberg told investors in late October. Ideally, executives will back up those words with more concrete signs of a rebound in the early February update.

Meta has been slashing costs

Meta entered the 2022 year with some of the best finances in the tech industry. But the scale of its negative turn here has been hard to watch.

META Operating Margin (TTM) Chart

META Operating Margin (TTM) data by YCharts

Operating income through the first three quarters of the year dropped to $22.5 billion from $34.2 billion. Net income in that period fell by more than $10 billion to $18.5 billion.

Watch for Meta to be brutal in slashing costs this year so it can end this profitability slide. The company already got the ball rolling here as it closed offices and announced layoffs in some areas. Yet these moves likely won’t start affecting the bottom line in a big way until future years, perhaps when sales growth is accelerating again.

The big questions Meta needs to answer

Meta isn’t skimping on the investments that management thinks will drive growth over the next several years. The Reality Labs division, home to the Quest VR brand, is projecting accelerating losses in 2023 as spending ramps up in areas like hardware and the metaverse. The company should add more context about these projects when it closes out fiscal 2022 and issues its first detailed projection for the new year ahead.

The stock’s path in 2023 will depend in part on things that are outside Meta’s control, including the pace of advertising spending and consumers’ discretionary tech budgets.

Yet there’s still plenty the company can do to improve sales and profitability trends over the next several quarters. And if both metrics have started rebounding, Meta shares have a good chance at outperforming the market in 2023 after posting their worst year yet last year.

Randi Zuckerberg, a former director of market development and spokeswoman for Facebook and sister to Meta Platforms CEO Mark Zuckerberg, is a member of The Motley Fool’s board of directors. Demitri Kalogeropoulos has positions in Meta Platforms. The Motley Fool has positions in and recommends Meta Platforms. The Motley Fool has a disclosure policy.

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Facebook Could Be Messing With Your Phone. Here’s What We Know



Facebook Could Be Messing With Your Phone. Here's What We Know

Battery life is one of the most important aspects of smartphone usage — without solid battery life, a phone becomes far less useful. Even worse are instances when a phone’s battery drains faster than expected for no apparent reason, which may result in the user being caught off guard with a dead battery while away from a charger.

That’s the issue that prompted Hayward’s complaint, according to The New York Post, which quotes the data scientist as saying, “I said to the manager, ‘This can harm somebody,’ and she said by harming a few we can help the greater masses.” Hayward was allegedly fired in November 2022 after refusing to engage in the negative testing practices, leading to the lawsuit soon after. The big question is whether this practice — assuming the allegations are accurate — is widespread at Meta. 

If so, what other kinds of negative testing may be taking place without a user’s knowledge, and how might those tests impact their experiences with the company’s products? Hayward claimed that during his time working for the company, Meta gave him a training document that allegedly described types of negative tests that may be conducted — the document was reportedly titled, “How to run thoughtful negative tests.” Unfortunately, specific examples of those tests weren’t provided, and Meta hasn’t commented on the allegations to clarify how its testing practices may impact users, if at all.

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Meta awarded researcher a $27,200 bug bounty for glitch that bypassed Facebook 2FA



Meta awarded researcher a $27,200 bug bounty for glitch that bypassed Facebook 2FA

Facepalm: Meta recently implemented a centralized login system to make it easier for Instagram, Facebook, and Meta (VR) users to manage their accounts. Unfortunately, in setting up the 2FA system, engineers overlooked a glaring failure regarding attempt limitation.

A freshman security researcher named Gtm Mänôz noticed the bug in July 2022. While looking for his first bug bounty to present at BountyCon 2022, Mänôz started playing around with the Meta Accounts Center interface, which manages all Meta accounts, adding similar functionality as Google’s one-stop login for its various services (YouTube, Gmail, Docs, etc).

He noted that the page allowed users to associate a phone number with their accounts when linking them. Users simply enter their phone number and then the six-digit 2FA code the system sends them. However, Mänôz discovered that if the wrong code is entered, the Account Center just asks the user to reinput it instead of sending a new code.

Furthermore, there was no limit on how many failed attempts one could enter into the verification box. This oversight allowed Mänôz to brute force the 2FA on his own account to associate his phone number with another Facebook profile. The only warning comes after the phone number is stolen in an email from Meta to the victim informing them that it has been linked to another user’s account.

While the harmfulness of this exploit is mainly limited to a bothersome re-establishing of the owner’s phone number, it effectively disables 2FA on the victim’s account, albeit temporarily. Until the target takes action, they are open to password phishing attacks.

“Basically, the highest impact here was revoking anyone’s SMS-based 2FA just knowing the phone number,” Mänôz told TechCrunch.

Mänôz notified Meta of the bug in September, and it patched the vulnerability immediately. A spokesperson said that when Mänôz found the problem, the Meta Accounts Center was still in beta and only available to a small number of users. The representative also noted that Meta’s investigation revealed no spikes in the usage of that feature, indicating that hackers hadn’t exploited it.

Despite the relatively low-treat of the glitch, Meta awarded Mänôz a $27,200 bug bounty. Not too shabby for his first bug hunt.

Meta has stumbled a few times in the last couple of years regarding the login features of its various accounts. In 2021, it caused a mild panic when it logged everyone out of Facebook when reconfiguring the website. Last year, it purposefully locked many users out of their accounts for not enabling “Facebook Protect” by a deadline set by an official Meta email that looked suspiciously like a phishing scam.

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