Facebook is testing a new feature that could help news publishers create a better experience for paying subscribers on the social network.
The idea is that when Facebook identifies a subscriber from one of its publisher partners, that subscriber will be invited to link their news account to their Facebook account. Once they’re linked, if they encounter a paywalled article on Facebook, they’ll be able to read it without hitting the paywall or having to log-in again.
Facebook also says that when subscribers link their accounts, it will show them more content from that publisher, and that it’s “developing and [plans] to introduce additional subscriber experiences over time.”
The Atlanta Journal-Constitution, The Athletic and the Winnipeg Free Press have already been testing the feature. Facebook says subscribers who linked their accounts made an average of 111% more article clicks compared to those who weren’t part of the test group, and that those subscribers increased their rate of following a publisher from 34% to 97%.
“Account linking with Facebook has offered a convenient, easy way for The Athletic’s subscribers to access our in-depth storytelling while they are spending time on their favorite social media platform,” said The Athletic’s vice president of product marketing Charlotte Winthrop in a statement. “This enhances the experience for our subscribers, keeping them engaged with The Athletic and up-to-date on their favorite teams, leagues and players.”
Facebook has had a complicated relationship with news publishers, many of whom have gotten burned by the company’s shifting strategy in the past.
When news organizations rely on outside platforms for distribution, one of the big issues is who owns the subscriber. So Facebook’s approach here may be more acceptable to publishers, as it still requires readers to subscribe to a given publication (rather than subscribing through Facebook itself).
The social network’s current news strategy is focused on Facebook News, a separate tab for journalism in the main Facebook app that has only recently begun to expand internationally. The company also offers support for subscriptions in Instant Articles, and as part of its broader efforts to fund journalism, Facebook also launched a Local News Subscription Accelerator.
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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