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Facebook won’t accept ads that ‘delegitimize’ US election results

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Following a particularly dark and vivid display of the threats to the 2020 U.S. election during Tuesday’s first presidential debate, Facebook has further clarified its new rules around election-related ads.

Facebook is now expanding its political advertising rules to disallow any ads that “[seek] to delegitimize the outcome of an election” including “calling a method of voting inherently fraudulent or corrupt, or using isolated incidents of voter fraud to delegitimize the result of an election.”

Facebook Director of Product Management Rob Leathern, who leads the company’s business integrity team, announced the changes on Twitter.

Facebook says it will also not allow ads that discourage users from voting, undermine vote-by-mail or other lawful voting methods, suggest voter fraud is widespread, threaten safe voting through false health claims and ads that suggest the vote is invalid because results might not be immediately known on election night.

Both Twitter and Facebook recently issued new guidelines on how they will handle claims of election victory prior to official results, though Facebook’s rules appear to only apply to those claims if they’re made in advertising. We’ve asked Facebook for clarification about how those claims will be handled outside of ads, on a candidate’s normal account.

While Twitter opted to no longer accept political advertising across the board, Facebook is instead tweaking its rules about what kinds of political ads it will allow and when. Facebook previously announced that it would no longer accept ads about elections, social issues or politics in the U.S. after October 27, though political ads that ran before that date will be allowed to continue.

Facebook is already grappling with a deluge of attacks on the integrity of November’s U.S. election originating with President Trump and his supporters. During Tuesday night’s debate, Trump again cast doubt about voting by mail (a system already trusted and in use nationwide in the form of absentee ballots) and declined to commit to accepting election results if he loses.

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While the unique circumstances of the pandemic are leading to logistical challenges, voting through the mail is not new. A handful of states, including Colorado and Oregon, already conducted elections through the mail, and vote-by-mail is just a scaled-up version of the absentee voting systems already in place nationwide.

On Wednesday, President Trump sowed conspiratorial ideas about defective ballots that were sent out in New York state as a result of vendor error. The state will reissue the ballots, but Trump seized on the incident as evidence that vote-by-mail is a “scam” — a claim that evidence does not bear out.

Trump’s attacks on the U.S. election are an unprecedented challenge for social platforms, but also one for the nation as a whole, which has never in modern times seen the peaceful transfer of executive power threatened by a sitting president.

TechCrunch

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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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