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Daily Crunch: Facebook launches cloud gaming service

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Facebook gets into cloud gaming while continuing its public dispute with Apple, Ant Group prepares for a massive IPO and Pinterest embraces iOS widgets. This is your Daily Crunch for October 26, 2020.

The big story: Facebook launches cloud gaming service

Facebook is launching a cloud gaming service of its very own, although the focus is different from Google’s Stadia or Microsoft’s xCloud. Rather than trying to recreate the console experience on other devices, the social network’s gaming service is limited to mobile games, particularly on reducing the friction between seeing an ad for a game and playing the game.

The service is launching on the web and on Android, but it’s not available on iOS. Facebook blamed Apple’s App Store terms and conditions for the absence.

Facebook’s Jason Rubin told TechCrunch that Apple’s rules for cloud gaming service present “a sequence of hurdles that altogether make a bad consumer experience.”

The tech giants

Twitter will show all U.S. users warnings about voting misinfo and delayed election results — Starting today, Twitter users in the U.S. will see two large notices at the top of their feeds that aim to “preemptively debunk” misinformation related to voting.

Ant Group could raise as much as $34.5B in IPO in what would be world’s largest IPO — The long-anticipated IPO of Alibaba-affiliated Chinese fintech giant Ant Group could raise tens of billions of dollars in a dual-listing on both the Shanghai and Hong Kong exchanges.

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Pinterest’s new widget brings photos from favorite boards to your iOS 14 home screen — As iPhone owners began customizing their iOS 14 home screens with new widgets and custom icons, Pinterest iOS downloads and searches surged.

Startups, funding and venture capital

Tencent leads $100M Series B funding round into China-based esport provider VSPN — Founded in 2016, VSPN was one of the early pioneers in esports tournament organization and content creation out of Asia.

Linktree raises $10.7M for its lightweight, link-centric user profiles — The Melbourne startup says that 8 million users, including celebrities like Selena Gomez and brands like Red Bull, have created profiles on the platform.

This startup wants to fix the broken structure of internships — Symba created white-label software to help companies communicate and collaborate with their now-distributed interns.

Advice and analysis from Extra Crunch

Good and bad board members (and what to do about them) — The CircleUp saga brings up questions about what happens behind the scenes at startups and about board composition specifically.

What would Databricks be worth in a 2021 IPO? — We’ve described Databricks as “an obvious IPO candidate,” and now it sounds like an offering is indeed in the works.

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(Reminder: Extra Crunch is our membership program, which aims to democratize information about startups. You can sign up here.)

Everything else

NASA discovers water on the surface of the sunlit portion of the moon — Previously, we knew that water was present as ice on the dark part of the moon, but this is still a groundbreaking discovery.

Human Capital: Court ruling could mean trouble for Uber and Lyft as gig workers may finally become employees — Megan Rose Dickey has officially launched her newsletter focused on labor, diversity and inclusion in tech.

Original Content podcast: ‘Lovecraft Country’ is gloriously bonkers — Bonkers!

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

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5 Effective Ways to Run Facebook Ads A/B Tests

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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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