August 30, 2018

FACEBOOK

Have 800 ad accounts limit? You might wanna read this!

Another week, another Business Manager disabled for seemingly no reason. Michael Gabrielli reported this in the Facebook Ad Buyers group.

And well, it seems the common thing with others who had this issue is that his BM had an 800 ad account limit, and he created all 800 of them but used only one.

In other words, he had 799 unused ad accounts, all created in a short period of time. It’s very likely FB doesn’t like this anymore so if you have a high limit, create slowly and when you need it.

Can’t have 2-3 active accounts and 700+ sitting around doing nothing, all created in one day.

It’s probably not the only thing that was wrong here but it seems to be a common factor among clean Business Managers that got disabled in the past couple of weeks.

Watch everywhere…

Facebook Watch that is. No, no, they didn’t make a smartwatch… but come to think of it, they just shot themselves in the foot if they ever want to do that.

We’re talking about Facebook’s YouTube competitor called Facebook Watch. It’s now available everywhere after it was launched in the US a year ago.

What can you do with this? Here’s what FB wants you to use it for…

“As we now make Watch available to everyone around the world, here’s what it has to offer:

  • A place to discover new videos: Find the latest videos spanning entertainment, sports, news and more — all in your personalized Watch feed.
  • A way to catch up with creators and publishers you love: At the top of your Watch feed you’ll see your Watchlist, a collection of recent videos from Pages you follow. Customize this section by following more Pages or removing Pages from your follow list within Watch.
  • A home for your saved videos: If you see a video in News Feed but don’t have time to watch it right away, you can save it to watch later in Watch.
  • Videos you can participate in: We’re building new video experiences that put people at the centre, giving them the ability to shape the direction of the content. Over time you’ll be able to find new video experiences in your Watch feed, like Watch Parties, Premieres, and videos focused on audience participation — like the new trivia game show, Confetti. And we’ll make it easier to find live videos so you can discuss the big moments as they’re happening.”

If it sounds familiar, it’s because it’s not much different from YouTube… Bring on the skippable video ads!

Facebook, Instagram to charge goods and service tax on ads by mid-2019

By mid-2019, Facebook and Instagram will be charging the goods and services tax through their office in Canada, which could result in a considerable tax revenue for the federal government.

Last year, Facebook announced that it would be moving to a “local selling structure” in countries where they have offices to support local ad sales.

Facebook CFO Dave Wehner: “This means that advertising revenue supported by our local teams will no longer be recorded by our international headquarters in Dublin, but will instead be recorded by our local company in that country.”

With Facebook making bad headlines in the mainstream media and Zuckerberg’s testimony before Congress this looks like a very strategic move.

If a company is paying millions or even billions of dollars in taxes to your country every year, governments will think twice about changing some laws that could hurt Facebook significantly. You don’t cut the branch you sit on.

Well, and for advertisers this means…. let’s put it nicely. Advertising costs on Facebook won’t go down any time soon…


E-COMMERCE

Goodbye cheap ePacket, it’s been nice knowin’ ya’!

We can be pretty brief about this, even if it’s big news.

Trump doesn’t like China getting subsidies, in any way. And his latest target is the international mail system.

The postal rates China gets are just too low, Trump says, so he wants to have a look at that to make sure they’re not favoured over domestic mailers.

So yeah, use the cheap ePacket while it’s here but make sure you don’t depend on it because you could be out of business in a couple of months.

72 things to optimize on your e-commerce store

Some good news too, or at least something useful.

Tomasz Pasko shared a nice breakdown of what you can optimize for your store.

And it’s not just a boring checklist, you actually have a ranking of impact, ease of implementation, cost of implementation.

This way you can create a score and prioritize easy and high impact changes first!

This scoring is a standard technique used in conversion rate optimization. It’s all rather straightforward, don’t be intimidated by the phrase “conversion rate optimization”.

Check out the post and the spreadsheet, you’ll probably have at least a few items you can use to boost your sales.


GENERAL

Misleading ads could get you into actual legal trouble

We talked about Natural Cycles at the beginning of the month. It’s the Swedish contraception app that got used by 37 out of the 668 women who had an abortion in Stockholm.

Now the Advertising Standards Authority (ASA, UK’s independent advertising regulator) concluded that the claims “Highly accurate contraceptive app” and “clinically tested alternative to birth control methods” were misleading.

“The app had a typical-use failure rate of 6.8, which meant that in total 68 women out of 1000 got pregnant during one year of use due to all possible reasons, including wrongly attributed green days, having unprotected intercourse on red days and failure of contraceptive method used on red days.”

The app had a method failure rate of 0.5, which means the other 6.3 points came due to people not being able to use it properly. So if you have your own product, or promote someone else’s product as an affiliate, make sure that it’s foolproof. Because some users will be fools.

In that case, consequences of the ASA’s ruling were not dramatic for Natural Cycles:
“The ad must not appear again in the form complained about. We told Natural Cycles Nordic AB Sweden not to state or imply that the app was a highly accurate method of contraception and to take care not to exaggerate the efficacy of the app in preventing pregnancies.”

Call Tracking Platform pulls out

Pay-per-call can have some rather shady niches… The darkest of which is probably tech support.

Unsurprisingly, it was a matter of time until people got into actual legal trouble for that.

TrackDrive, a popular call tracker that affiliates use in the vertical, will cut ties with users in the tech support and travel niches.

At least that’s what STM Forum user milehighclub reported.

The only statement from TrackDrive is this:

“Sorry for the Copy/Paste here, this is a prepared statement and I am also under gag order to not discuss beyond this statement:

TrackDrive must immediately delete all numbers related to Tech Support and the routing will or may have already stopped working. This is a serious legal matter which I can not explain beyond that fact that as soon as we can delete all routing numbers in relation to Tech Support (and more than likely Travel since it will end up with the same issues), TrackDrive will only be in White Hat Industry verticals.

You are more than welcome to continue to use TrackDrive for any vertical that is White Hat, should you lose some numbers that were white hat, please contact me and I will reinstate those numbers.

I will not be responding to any questions regarding this legal matter per the order given to me and Roger.

I know this is very inconvenient, but there are no options at this time or in the future for TrackDrive to discuss or aid our current or past client base in regard to this matter.”

Overall, sounds bad for the company…


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Meet the meat that’s not meat

A company called the Impossible Burger makes “meat” in the lab, that isn’t derived from livestock or poultry. In other words, it’s vegan.

Overall the company received a lot of praise but there’s also one issue… Calling it “meat” apparently confuses customers.

So Missouri state ruled that anything that is lab-grown cannot be sold or advertised as “meat”.

If you break the law, you could be fined $1,000 and up to one year in prison.

To be honest, we were not confused by the marketing of lab-grown “meat” because all companies actually use the fact that products are not derived from animals as a big selling point.

Guess if you were planning on running FB ads for “vegan meat”, exclude Missouri from ads using the actual word “meat”.

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