Connect with us

SOCIAL

Meta Provides New Tips to Help Brands Mitigate the Impacts of Audience Data Loss on iOS

Published

on

Meta Provides New Tips to Help Brands Mitigate the Impacts of Audience Data Loss on iOS

As it works to weather the impacts of Apple’s ATT update, which now prompts iOS users to opt-in to data sharing in apps, Meta continues to refine its ad targeting options, in order to maximize performance results in a more privacy-friendly way.

But the fact is, Meta has lost a lot of user data, which has made its ads less effective. Meta estimates that it will lose $10 billion in ad spend this year alone as a result of the iOS update, and while it can still generate good results for many brands, it does require a change in approach, both from brands and Meta itself, to realign their strategy.

Most brands are simply not getting the same bang for their buck as they once were, which is why Meta has published a new guide to help brands realign with the latest changes, and get their ad performance back on track.

As explained by Meta:

“Over the last year, we recognize that it has become harder for businesses to personalize campaigns and to understand and improve campaign performance – but we are committed to helping you boost performance while also respecting customer privacy choices.”

The new guide outlines four key points of focus for advertisers, across 21 pages. You can download the full Meta ‘Foundations of Performance’ guide here, but in this post, we’ll take a look at some of the highlights.

First off, Meta recommends that advertisers utilize its Conversions API, which enables brands to use their own marketing data for improved retargeting and measurement.

As displayed in this diagram, the Conversions API lets advertisers plug their customer information directly into Meta’s system. That alleviates the need to rely on the data that Meta itself can (or more effectively can’t) collect, which can help to mitigate the impacts of ATT on your ad targeting.

Though that’s still a lot more limited than what Meta was once able to provide, via its vast data collection process, across billions of users. But with Apple’s iOS changes restricting that data stream, utilizing your own user data as a proxy can be a good way to find lookalike users, and people who may be interested in your products, based on the available data points.

Meta Foundations of Performance guide

Meta says that advertisers who’ve adopted both the Meta Pixel and the Conversions API have seen an 8% CPA improvement, on average.

Meta also suggests that advertisers put more trust in its recommendation and display system, via Conversion Optimization.

“Optimizing your campaigns for conversions can help drive lower cost per purchase (compared to link click optimization) and provide better data regarding actions taken on a website, which are a stronger indicator of consumer interest and relevance than clicks on ads.

In other words, Conversion Optimization enables Meta to gather more insight based on actions taken on-platform – because it can’t track website activity in the same way. Optimizing for conversion means that it can use that intent data more effectively, which can then help to improve results.

Meta also recommends that advertisers show their ads across six or more placements.

Meta Foundations of Performance guide

More placements means more brand awareness, so it’s not overly surprising to see that this generally leads to better results. Though it does also add more cost, which is another element to consider here.

In addition, Meta also suggests that advertisers test out new formats for their creative (including, of course, Reels, which has become its key element of focus, in line with usage trends), while regularly refreshing your creative elements can also help to avoid ad fatigue.

Which Meta also provides recommendations on in Ads Manager:

Meta Foundations of Performance guide

Meta also suggests that advertisers simplify their campaign structure, and broaden their targeting:

Meta Foundations of Performance guide

“Rather than setting up multiple campaigns targeting different layered audiences, pare down to one campaign with a broad reach.

Again, this puts a level of reliance on Meta’s systems to display your ads to the right audience, but many advertisers have found that its machine learning systems have improved a lot in this regard, and can generally provide good results.

There are some good notes here, worth consideration in your approach – and if you are seeing the results of your Meta ad campaigns tail off, it’s worth taking a moment to re-assess, in line with these recommended best practices.

You can download Meta’s ‘Foundations of Performance’ guide here.

Source link

SOCIAL

The Most Visited Websites in the World – 2023 Edition [Infographic]

Published

on

The Most Visited Websites in the World - 2023 Edition [Infographic]

Google remains the most-visited website in the world, while Facebook is still the most frequented social platform, based on web traffic. Well, actually, YouTube is, but YouTube’s only a partial social app, right?

The findings are displayed in this new visualization from Visual Capitalist, which uses SimilarWeb data to show the most visited websites in bubble chart format, highlighting the variance in traffic.

As you can see, following Facebook, Twitter and Instagram are the next most visited social platforms, which is likely in line with what most would expect – though the low numbers for TikTok probably stand out, given its dominance of modern media zeitgeist.

But there is a reason for that – this data is based on website visits, not app usage, so platforms like TikTok and Snapchat, which are primarily focused on the in-app experience, won’t fare as well in this particular overview.

In that sense, it’s interesting to see which social platforms are engaging audiences via their desktop offerings.

You can check out the full overview below, and you can read Visual Capitalist’s full explainer here.

Source link

Continue Reading

SOCIAL

Cheeky branding wins (and missteps)

Published

on

Cheeky branding wins (and missteps)

Storyboard

Branding and rebranding is getting more fun, here we look at some of cheekiest brands that have caught our eye – for the right and wrong reasons.



Source link

Continue Reading

SOCIAL

Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

Published

on

Google Outlines Ongoing Efforts to Combat China-Based Influence Operations Targeting Social Apps

Over the past year, Google has repeatedly noted that a China-based group has been looking to use YouTube, in particular, to influence western audiences, by building various channels in the app, then seeding them with pro-China content.

There’s limited info available on the full origins or intentions of the group, but today, Google has published a new overview of its ongoing efforts to combat the initiative, called DRAGONBRIDGE.

As explained by Google:

In 2022, Google disrupted over 50,000 instances of DRAGONBRIDGE activity across YouTube, Blogger, and AdSense, reflecting our continued focus on this actor and success in scaling our detection efforts across Google products. We have terminated over 100,000 DRAGONBRIDGE accounts in the IO network’s lifetime.

As you can see in this chart, DRAGONBRIDGE is by far the most prolific source of coordinated information operations that Google has detected over the past year, while Google also notes that it’s been able to disrupt most of the project’s attempted influence, by snuffing out its content before it gets seen.

Dragonbridge

Worth noting the scale too – as Google notes, DRAGONBRIDGE has created more than 100,000 accounts, which includes tens of thousands of YouTube channels. Not individual videos, entire channels in the app, which is a huge amount of work, and content, that this group is producing.

That can’t be cheap, or easy to keep running. So they must be doing it for a reason.

The broader implication, which has been noted by various other publications and analysts, is that DRAGONBRIDGE is potentially being supported by the Chinese Government, as part of a broader effort to influence foreign policy approaches via social media apps. 

Which, at this kind of scale, is a concern, while DRAGONBRIDGE has also targeted Facebook and Twitter as well, at different times, and it could be that their efforts on those platforms are also reaching similar activity levels, and may not have been detected as yet.

Which then also relates to TikTok, a Chinese-owned app that now has massive influence over younger audiences in western nations. If programs like this are already in effect, it stands to reason that TikTok is also likely a key candidate for boosting the same, which remains a key concern among regulators and officials in many nations.

The US Government is reportedly weighing a full TikTok ban, and if that happens, you can bet that many other nations will follow suit. Many government organizations are also banning TikTok on official devices, based on advice from security experts, and with programs like DRAGONBRIDGE also running, it does seem like Chinese-based groups are actively operating influence and manipulation programs in foreign nations.

Which seems like a significant issue, and while Google is seemingly catching most of these channels before they have an impact, it also seems likely that this is only one element of a larger push.

Hopefully, through collective action, the impact of such can be limited – but for TikTok, which still reports to Chinese ownership, it’s another element that could raise further questions and scrutiny.

Source link

Continue Reading

Trending

en_USEnglish