Connect with us

SOCIAL

Facebook Adds New ‘Optimize Text Per Person’ Option for Automated Ad Customization

Published

on

Here’s a new consideration for your Facebook ads.

Facebook is now rolling out a new option in the ad set-up process called ‘Optimize Text Per Person‘, which, when activated, will choose whether to highlight the primary caption, the headline or the description text to each user, based on what Facebook’s system determines that viewer will best respond to.

Facebook optimize text

As you can see in this screenshot, posted by Leon Grigg (and shared by Matt Navarra), in the ad setup process, some users are now seeing a new ‘optimize text per person’ toggle. 

As per the description:

“When it is likely to improve performance, allow text to swap between fields, such as showing your headline as primary text”

So if your ad headline was ‘Winter Sale’, and your description was ‘Get discounts on all outdoor gear’, Facebook’s system may choose to swap them around for selected users, so that the main text would be the ‘Get discounts…’ prompt instead, based on what it determines each user is more likely to respond to. 

How, exactly, Facebook determines that response likely comes down to several algorithmic factors, but the idea is that Facebook’s system, which knows that ads people have responded to in the past, will have a better idea of what each person will want to see, and will optimize accordingly, without you having to do anything extra when creating your ads.

Which could be an effective approach. It’s similar to Facebook’s multiple text variations for ad copy, which it added back in 2019, which gives advertisers the capacity to add several variations of their ad text in a single campaign, with Facebook’s systems then be able to choose which version to display to different users based on their usage behaviors.

Facebook text variations

This new version is very similar, though it lessens the onus on the advertiser to create wholly different copy variants, with Facebook’s systems now able to determine likely response based on more simple elements.

And that could improve your results. At the least, it’s worth an experiment, and it may reveal new behavioral trends and approaches that you hadn’t previously considered.

It’s not available to all users as yet, but Facebook appears to have made it more widely available this week. 

We’ve asked Facebook for more info on the roll-out, and we’ll update this post if/when we hear back.

Socialmediatoday.com

SOCIAL

How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Published

on

How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

Sprout Social

 

 

 

Source link

Continue Reading

SOCIAL

Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Published

on

Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



Source link

Continue Reading

SOCIAL

Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Published

on

Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

Source link

Continue Reading

Trending

en_USEnglish