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Ringing alarm bells, Biden campaign calls Facebook ‘foremost propagator’ of voting disinformation

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In a new letter to its chief executive on the eve of the first presidential debate, the Biden campaign slammed Facebook for its failure to act on false claims about voting in the U.S. election.

In the scathing letter, published by Axios, Biden Campaign Manager Jen O’Malley Dillon specifically singled out a troubling video post the Trump campaign shared to Facebook and Twitter last week.

Over the course of that video, the president’s son claims that his father’s political opponents “plan to add millions of fraudulent ballots that can cancel your vote and overturn the election” and calls on supporters to “enlist now” in an “army for Trump election security operation.” Those false claims appear to have inspired some Trump supporters, who plan to guard ballot drop-off sites and polling places — a form of voter intimidation that would likely constitute a federal crime.

When the Biden campaign (along with many others) flagged the video to Facebook, the company apparently said that the content would not be removed, pointing to its small, unobtrusive voting info labels that appear alongside all posts related to the 2020 U.S. election. The video remains up on Twitter with a similar label.

“We were assured that the label affixed to the video, buried on the top right corner of the screen where many viewers will miss it, should allay any concerns,” O’Malley Dillon wrote in the letter, addressed to Mark Zuckerberg .

“No company that considers itself a force for good in democracy, and that purports to take voter suppression seriously, would allow this dangerous claptrap to be spread to millions of people. Removing this video should have been the easiest of easy calls under your policies, yet it remains up today.”

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In the letter, O’Malley Dillon also cites the president’s own repeated attempts to undermine national confidence in the 2020 election with unsubstantiated lies about the voting process, which is already under unique strain this year from the pandemic.

Rather than taking a strong approach to limit the reach of election-related disinformation from the president and his supporters, Facebook has largely remained hands-off. The platform is more comfortable touting its get out the vote campaign and other politically neutral efforts to inform and mobilize voters. Facebook clearly hopes those measures will offset its current role disseminating domestic disinformation from the president himself, but given the scope of what’s happening — and its lingering failures from 2016 — that doesn’t look likely.

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“As you say, ‘voting is voice.’ Facebook has committed to not allow that voice to be drowned out by a storm of disinformation, but has failed at every opportunity to follow through on that commitment,” O’Malley Dillon wrote, adding that the Biden campaign would “be calling out those failures” over the course of the remaining 36 days until the election.

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.

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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.

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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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