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Daily Crunch: Twitter and Facebook take action against Trump

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Facebook and Twitter are taking a stronger stand against pandemic misinformation, we preview the latest version of macOS and a mental health startup raises $50 million. Here’s your Daily Crunch for August 6, 2020.

The big story: Twitter, Facebook take action against Trump misinformation

Facebook and Twitter both took action against a post from President Donald Trump and his campaign featuring a clip from a Fox News interview in which he misleadingly described children as “almost immune” to COVID-19. Facebook took down the offending post, while Twitter went further and locked the Trump campaign out of its account (separate from Trump’s personal account).

“The @TeamTrump Tweet you referenced is in violation of the Twitter Rules on COVID-19 misinformation,” Twitter’s Aly Pavela said in a statement. “The account owner will be required to remove the Tweet before they can Tweet again.”

Meanwhile, Twitter also announced today that it will be labeling accounts tied to state-controlled media organizations and government officials (but not heads of state).

The tech giants

macOS 11.0 Big Sur preview — Big Sur is the operating system’s first primary number upgrade in 20 years, and Brian Heater says it represents a big step forward in macOS’ evolution.

Apple 27-inch iMac review — This will be one of the last Macs to include Intel silicon.

Uber picks up Autocab to push into places its own app doesn’t go — Uber plans to use Autocab’s technology to link users with local providers when they open the app in locations where Uber doesn’t offer rides.

Startups, funding and venture capital

On-demand mental health service provider Ginger raises $50 million — Through Ginger’s services, patients have access to a care coordinator who serves as the first point of entry into a company’s mental health plans.

Mode raises $33 million to supercharge its analytics platform for data scientists — Mode has also been introducing tools for less technical users to structure queries that data scientists can subsequently execute more quickly and with more complete responses.

Crossbeam announces $25 million Series B to keep growing partnerships platform — Crossbeam is a Philadelphia startup that automates partnership data integration.

Advice and analysis from Extra Crunch

Can learning pods scale, or are they widening edtech’s digital divide? — In recent weeks, the concept has taken off all across the country.

Eight trends accelerating the age of commercial-ready quantum computing — Venrock’s Ethan Batraski writes that in the last 12 months, there have been meaningful breakthroughs in quantum computing from academia, venture-backed companies and industry.

5 VCs on the future of Michigan’s startup ecosystem — According to the Michigan Venture Capital Association (MVCA), there are 144 venture-backed startup companies in Michigan, up 12% over the last five years.

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

Everything else

More Chinese phone makers could lose US apps under Trump’s Clean Network — The Trump administration’s five-pronged Clean Network initiative aims to strip away Chinese phone makers’ ability to pre-install and download U.S. apps.

UK reported to be ditching coronavirus contact tracing in favor of ‘risk rating’ app — Reports suggest a launch of the much-delayed software will happen this month, but also that the app will no longer be able to automatically carry out contact tracing.

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. 

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.

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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