Facebook has agreed to block access to certain anti-government content to users in Vietnam, following months of having its services throttled there, reportedly by state-owned telecoms.
Reuters, citing sources within the company, reported that Vietnam requested earlier in the year that Facebook restrict a variety of content it deemed illegal, such as posts critical of the government. When the social network balked, the country used its control over local internet providers to slow Facebook traffic to unusable levels.
An explanation at the time that the slowdown was owing to maintenance of undersea cables likely did not convince many, since it was specific to Facebook (and related properties Messenger and Instagram).
All things being equal, Facebook has shown in the past that it would prefer to keep discourse open. But all things are not equal and in this case millions of users were unable to access its services — and consequently, it must be said, unable to be advertised to.
The slowdown lasted some 7 weeks, from mid-February to early April, when Facebook conceded to the government’s demands.
One Reuters source said that “once we committed to restricting more content… the servers were turned back online by the telecommunications operators.”
Facebook offered the following statement confirming general, though not specific, aspects of the story reported by Reuters:
The Vietnamese government has instructed us to restrict access to content which it has deemed to be illegal in Vietnam. We believe freedom of expression is a fundamental human right, and work hard to protect and defend this important civil liberty around the world. However, we have taken this action to ensure our services remain available and usable for millions of people in Vietnam, who rely on them every day.
Facebook is no stranger to government requests both to restrict and to hand over data. Although the company inspects these requests and sometimes challenges them, it’s Facebook’s stated policy to comply with local law — even if that means (as it often does) complicity with government censorship practices.
The justification usually offered (as here) is that people in a country with such restrictions are better served with an incomplete set of Facebook’s communications tools rather than none at all.
5 Effective Ways to Run Facebook Ads A/B Tests
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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