Facebook as one of the top ad sellers is prepared to launch solution for browsers and its users to get rid of annoying third-party cookies. This new first-party cookie option for advertisers, publishers, and developers should be able to measure and optimize Facebook ads while capturing analytics data from browsers.

As Joe Osborne, the spokeperson of Facebook stated:

“We are offering a first-party cookie option for the Facebook pixel to help businesses continue understanding site activity and ad attribution across browsers. This change is in line with updates made by other online platforms, as use of first-party cookies for ads and analytics is becoming the preferred approach by some browsers. The controls people have over ads will not change.”

Last year, Apple launched the Intelligent Tracking Prevention (ITP) in Safari, so any third-party trackers are blocked, thus avoid browsing data for ad targeting to be captured. Mozilla reacted as well, announcing that its Firefox browser will soon limit cookies and block storage access from third-party trackers.

These measures will focus on ad targeting mainly. For the purpose of maintaining the analytics, Apple’s guidance informs the users that they should not rely on third party cookies, but they should adjust their web analytics on their own. Moreover, Apple suggested link decoration to maintain cross-site analytics and ad attribution.

Google was the first of the top global companies to introduce a solution in response to ITP with a first-party Google Analytics cookie in September 2017. Microsoft introduced the Bing Ads solution in January through auto-tagging of the first-party Microsoft Click ID to advertisers’ landing page URLs. Therefore, Facebook could not stay behind.

So what is this Facebook solution like?

Whenever users click on any Facebook-served ad, respective URL of landing page gets a unique string gets appended. When there are opt-in pixels on the site, such URL parameter is going to be written into the browser as a first-party cookie. These pixels will include then the first-party cookie with all events, received by Facebook.

If nay advertiser wants to stay with the third-party pixel, Facebook may do some modeling to estimate conversions from Safari, but the real procedure is not know yet. It should be similar to Google’s approach in relation to advertisers, not linked to AdWords accounts to Google Analytics. Here, statistical modeling is applied to estimate and report website conversions that can’t be captured from Safari.

Advertisers will get the choice to set first- or third-party cookies for the Facebook Pixel. Settings of the Facebook’s first-party cookie is located in the Settings tab in Events Manager at the pixel level. Advertiser can find there the pixel level for his decision whether he wants to use first-party cookies with Facebook.

Since October 5, business clients will finally be allowed to sign into Events Manager. There, they can edit their Facebook Pixel cookie settings. In the event they don’t want to use the first-party excel, they need to opt out by October 24. If not, such pixel will become the default one for new pixels. Nevertheless, the option to change it will stay with them all the time.

Such businesses will be obliged to inform the users how their cookies are used and collected data shared with third parties.

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According to a survey, prepared by the Pew Research Center, with the results found here, number of Facebook users have shown changes in their interaction with the popular website in a year. As reported, 4,594 U.S. adults have been polled between May 29th and June 11^th while 54% admitted any change in their privacy settings.

Moreover, 42% of the users informed that they had stopped using the platform for some time (at least couple of weeks) and even 26% of them have deleted the Facebook app from their phone over the same period. When considering all these users, 74% of those polled had taken at least one of the above-mentioned actions over the last year, albeit there is still no relation between the issue of Facebook related to privacy.

There is also a generation difference confirmed by the statistics. It’s interesting to find that the younger generation reflected these issues more, when 44% of young Facebook users (18-29 years) confirmed that their app has been deleted on their phone, while the older generation saw only 12% of users doing the same (65+ years). Furthermore, the same applied to the change in privacy settings, when even 64% of younger group (18-49 years) has taken the action, while only 33% of 65+ users did the same.

As for the political orientation, Pew was unable to find any significant difference between Democrats and Republicans. Although number of social network platforms, including Facebook, have been accused of supporting liberal groups, there was no difference found between the supporters of Republican and Democratic parties in any of the categories.

The main reason for these privacy issues of Facebook was the Cambridge Analytica scandal when it was revealed that Facebook has gained information about 87 million Facebook users, not providing the company consent thereto. Therefore, Facebook and its privacy policies became the main focus of investigation. For this purpose, Facebook has to implement number of changes so its users could have better control over their data. This included also the possibility to download the data Facebook has already collected about them.

According to Pew, only 9% of polled had downloaded their data since this possibility was allowed to them, albeit acting more carefully when it comes to app. From the group of this 9%, we can see only (roughly) half of the with a deleted app on their phone, while 79% changed their privacy settings over the last 12 months.

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Product manager for Messenger, Andrea Vaccari informed in a Newsroom post that Instant Games for Messenger will roll out worldwide for iOS and Android “over the next few weeks.”

During F8 last month, engineering manager Calvin Grunewald described the rich gameplay features that are coming to Instant Games in a blog post:

“At F8, we introduced rich gameplay features to give developers more control of the gaming experiences they create. Developers can customize their own start and end screens and integrate new APIs (application-programming interfaces) that can help drive share and connected gameplay. Rich gameplay features are laying the groundwork to support a wider variety of games that extend beyond the lightweight, score-based games currently offered on the platform.”

Vaccari provided more details in her post Tuesday:

“Rich gameplay features such as turn-based games (our most requested feature) can also weave in leaderboards and tournaments and offer more visually engaging and customizable game messages during play. Game bots help re-engage players by calling out new game options and encouraging competition with updates on the leaderboards.”

Zynga’s Words With Friends is one of the first games to jump on board, and it is currently available in Messenger as a “feature-rich, turn-based game,” Vaccari added. Next up, according to Vaccari:

“People will begin to see new features as game developers start to incorporate the new capabilities with one of Instant Games on Messenger’s biggest hits, Blackstorm’s EverWing, being among the first to use game bots. Depending on what device you use and where you are located, there are now up to 50 games titles available on Messenger, with more being introduced almost every week. We’re also excited to be bringing the world’s No. 1 pool game—Miniclip’s 8 Ball Pool—to Instant Games very soon. “

Vice president of messaging products, David Marcus, published a Facebook post:

“Ever since we launched Instant Games on the platform late last year, I’ve loved playing my favorites with my friends. Today, games on Messenger are getting even better. We’re rolling out the ability to play turn-by-turn games, like Words With Friends or 8 Ball Pool, as well as enabling developers to build games bots that will make games even more social. Today, we’re also unveiling nearly 50 new games and making games available globally. Game on!”

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Hint 1: Take Advantage of Demographic Data 

By using Facebook, you can enjoy multitasking or quick scrolling, while the user absorbs only a minimum percentage of information from large news feed in a single minute. Under such conditions user’s attention lasts only for a second and the next pop up will disturb his attention for sure. 

The way you capture someone’s attention will determine his or her lifecycle as a customer. If your ad strategy on Facebook consists of roping people in with images and slogans irrelevant to your business, you won’t make many sales. 

Here’s the way to set your ads to attract the targeted audience:

Offers Supporting Your Strategic Goals: some offers consist only from discount and the customers are dependent on such discount. After the expiration, such customers will fade away as well and you don’t really make profit on the business like this. Therefore a long-term strategy has to be developed, where your Facebook ads attract the kind of people who are likely to upgrade to your monthly program. People don’t always want to pay the lowest price, but they want to receive something for it. A certain value.

Set Your Copy and Images precisely according to your audience preferences: for a fast attention capturing, some businesses use outrageous images with nonsense for slogans. The idea is that you can work with anyone who clicks the ad. But this doesn’t really work. Much better approach is to create an ad that speaks directly to your target market. For example, this ad from CoPromote uses a funny image to grab people’s attention, but both the ad image and text relate to CoPromote’s service and what its target audience needs.

Hint 2: Collected the Demographic Data

Sometimes you may think that you know your group, like kids, workers, specific nationalities, etc. But for the purpose of improving your ad, narrow your market to a specific group of people so you can be even more effective. If you don’t narrow your market audience, your message will be wide and it won’t probably hit anyone’s attention.

Here are some practical manners how to narrow down your market:

• Don’t forget to add gender to your product checkout page form. Knowing the gender of your target audience is also very important. It is absolutely normal for businesses to have a predominantly female or male market. If you don’t know the gender of your market, you need to find out.
• Use a third-party service to get detailed demographic information about your email contacts. For example, you can send TowerData a file of your exported contacts from your CRM, and they’ll analyze that data, based on your preferred data sets, and will send more demographics on your contacts. This is a great way to learn more about your customers and improve your Facebook ad targeting.

You can get the info from TowerData on the basis of the data sets that are most relevant to your business, product, service, or campaigns. In case you have set a relevant ad but without any successful results, check your demographics if you don’t lack anything in your settings. In case you’re still uncertain about it, try to make wider research for the targeted market on your own or for the demographics, you need to target.

Hint 3: Measure Conversion through Facebook Ads’ Clicks Segmentation

In case you are using a CRM to track clicks on Facebook ads, you should be segmenting everyone who comes from your Facebook ads. If your customers answer a survey or download a freebie, you should segment and tag your customers and thus identify whether they eventually buy your product.

Assuming you’re marketing the same products or services to your Facebook leads that you market to the rest of your mailing list, the only way you’ll know if your Facebook ads are working is if you know how many Facebook clicks turned into sales.

If you’re not capturing leads for your Facebook, you should start with it as soon as possible. It could cost you less money and even could be easier to run Facebook ads that link to your Facebook page; however, to gather leads who are interested in your marketing, send people to your website. This way you can offer them something of value in exchange for their email address.

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For example, someone who has been looking for red dresses across multiple retailers and also likes Facebook posts and pages about dresses could automatically be served an ad for a red dress. In the past, advertisers have only been able to single out folks who specifically looked at a product on their website or mobile app.

“The top feedback and most common type of feedback that we hear is, ‘Hey, can you help me drive sales beyond people visiting my website and app, including new customers?'” said Maz Sharafi, director of product marketing at Facebook. “What we can now do is say, ‘Who else is potentially in-market for these products?'”

Similar to how marketers already use dynamic ads, advertisers first upload a catalog of products that they would like to promote. They then select an audience of people they’d like to target—say, women in the United States. Facebook’s algorithms then look at traffic patterns on retailers’ mobile sites and apps as well as information on Facebook to automatically serve a targeted promo to users.

In theory, Facebook says that the new ad format is more akin to an acquisition tool than a retargeting tactic since brands can hone in on folks who may be interested in a product but have not necessarily looked at it online.

“It automates the process of who it can show products to—It takes out a lot of the trial and error and complexity of being able to do this in a manual way,” Sharafi added. “For example, to sell 1,000 products you have to create almost 1,000 different ads to reach those products to different people. With dynamic ads, you’re effectively creating one ad.”

Dynamic ads are initially open to retailers and ecommerce brands in the U.S. with plans to include other regions in the coming months. Online furniture retailer Wayfair has been testing the format and claims that the ads are 20 percent more effective than other types of acquisition advertising.

“We can automatically reach a huge audience with personalized recommendations from our catalog of more than seven million products,” said Wayfair’s director of marketing Jessica Jacobs in a statement.

“With dynamic ads, we are beating our customer acquisition efficiency target by more than 20 percent at a scale that is meaningful to our business.”

The post Facebook Advertisers Now Have More Ways to Create Retargeting Ads appeared first on CHECKus Media Group.

How about the processes? Are the similar or different? Just a few questions, but all the advertisers have to answer them at the beginning of their campaign or otherwise they can not count on the benefits, these platforms provide.

So? Which one?

Firstly you have to understand the major difference between ads through AdWords and the Facebook ads. Naturally the basic difference is in the users. AdWords users are looking for any kind of information they put into it, while Facebook collects people with focus on specific interest. 

But there are even more differences, which make both platforms unique and you can take advantage of them. Neither is absolutely better or worse. Both have pros and cons. If you budget allows it, use both. If not, experiment with them to see, which one provides you better ROI.

Here are some tips:

1. Optimizing AdWords improves quality score too.
2. Connect AdWords to Google Analytics and measure close to the money.
3. Try more advanced optimization tactics on Google AdWords.
4. Plan the structure of your account / campaigns, segment your data and be aware of your options because Google might not always recommend what works best.
5. Monitor and analyze the competition with your auction insights report, A/B test different offers and focus on testing for high-level learnings.
6. Connect Facebook ads to Google Analytics for the purpose of measuring the impact on on-site metrics.
7. Get the basics of optimizing your targeting and ad design right before trying more advanced optimization tactics.
8. A/B testing can get complicated quickly on Facebook, so be organized from the beginning.

Still confused?

1. Looking for superior targeting? Facebook.
2. Looking for higher intent traffic? AdWords.
3. Is your industry small and you need a wider reach? Facebook.
4. Want a wider range of ad types? AdWords.
5. Want to try retargeting? Facebook.

But there is always a helping hand from CHECKus Media Group, which can set everything for you. Just ask our experts and let’s surf the wave of popularity.

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Lead Ads

Lead Ads are here to simplify the process of filling out forms through their mobile devices within the News feed and this is an advantage for the companies, which are interested in the Facebook leads as well.

This feature, making the entire process easier, allows separation of leads through their native signup and having all-in-one app creates wider opportunity to collect more data, as visitors are not that reluctant with faster signing to provide details. Moreover, people in this feature can edit contact information any time they want so under the Facebook privacy policy, there is still fresh information.

What to do?

If you have ever had experiences with redirecting visitors/users to a landing page, which you preferred, you know that this can provide you with higher conversion rates. The reason is that such visitors/users still remain on the preferred stream.

How to do it? Such campaign could be set in the Power Editor. You need to log into Business Manager, click on ad account you would like to select and launch Power Editor. There click on the “Objective “ button and pick “Lead Generation”. There you go!

Set your campaign

If you are in, let’s set everything for a Facebook leads campaign. You should put there the page, your targeted audience and naturally your budget, you can spend on this campaign. For better campaign calibration, you should scroll down to pick Optimization & Pricing and set whatever you need there (e.g. the most leads at the best price, or set amount you want to pay for a lea).

As for the Delivery, you should think about the campaign, if you want it to run (and deliver leads to you) during the day or you want only a short-term campaign during a specific time. Besides basic creative settings (headline, text in the body, image of 1200×628 pixels, etc.), you are able to set the form for your leads. There you can pick various information for the form, they should be included in (first & last name, email, address details, date of birth, gender, company, etc.).

Everything naturally depends on the campaign you want to run and you consider it as appropriate for it. Our hint: do not use the many specifications, cause your conversion rate can decrease markedly due to “asking too much”.

After this process, you will only connect it with your privacy policy and preview the form before saving. Then as the last step, you should put a conversion code there to monitor process of lead-creation.

Facebook has created an integration of your Leads Ads and partners’ features, like Marketo, Sailthru, Oracle Marketing Cloud, Salesforce, Driftrock, Maropost. In this way you can easily approach your targeted audience, while the customer does not have to leave the app, what increases the possibility of reaching these leads.

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Creative can be the most difficult part of the ad creation process, however, because of the challenge of creating engaging content. Here, we’ll give you some pointers on making the best ad creative, so you can maximize the value of the time and money you put into the process.

Connect to Users with Relatable Content

One of the best ways to generate excitement for your users is to portray lifestyle imagery. For example, if you are promoting a mobile game, you can show screenshots of actual gameplay so that users can picture themselves playing the game and experiencing what a user would see. Alternatively, if you’re promoting a travel company, you can serve images of beautiful scenery that entices users to imagine themselves in those very locations. The creative strategy connects users to content that is not only relatable but provokes emotion of desire. Remember that emotions are triggered from real situations, and people are more likely to experience something based on what they see.

Use a Vibrant Image

Remember that Facebook’s background is white, so colorful images are going to stick out most. To make your image even more easy on the eye, consider adding a contrasting background border color. You want to provide your audience with something they haven’t seen before, or you risk them skipping over it. Children and pets tend to work well in this regard, as they are two of the top five most shared image types on social media. And if it isn’t incongruent with your brand, a funny or odd image can also be very effective in capturing people’s attention, and thus increasing your CTR. Of course, don’t forget to update your images periodically, as they too will become old news over time. 

Give People a Reason to Click

As nice or catchy as your ad may look, it will fail if people don’t have any reason to engage with. It all starts with a clear call-to-action. You’ve got your visitor’s attention, and with a good CTA, you’ll give them the necessary push to make it to your website. People are driven by incentives, so giving them something like free shipping or special discounts will go a long way towards driving conversions. When crafting your CTA, remember to promote your benefit, not the product. Not everyone who sees your ad will have immediate interest in your business, so conveying the value they get from clicking on your ad is most important since that is universal.

If you are looking for real long-time results from your Facebook posts, feel free to contact CHECKus Media Group. Our online experts will help you to set effective online strategy and increase your online social media branding.

Sources: www.socialsamosa.com, www.adstage.com

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