Facebook’s Guides, Cheat sheets and Complete Marketing Material
A lot of you might not know it, but Facebook has mountains of material that cover various aspects of its advertising platform.
The topics range from bidding strategies to image and video specifications, and cover pretty much everything in between.
Jon Loomer came up with the great idea of gathering all these guides and cheat sheets and compiling them into a single blog post. We weren’t going to pass up on the chance to bring you all this value!
The weekend is upon us, so you’ll have time to scrape through all these guides and catch some useful information.
Let’s take a look:
- Video Requirements: Here you’ll find all the information you need to ensure that your Video Ads are on point.
- Conversion Lift: This will explain how to drive value with your ads and get more conversions. Plus, it details how Facebook tracks users activities in order to help you get that sweet ROAS.
- Test and Learn Tool: It will help you understand which campaign strategy is most suited to your goals.
- Bid strategies: This guide explains the differences between three bidding strategies: Target Cost, Cost Cap, and Bid Cap.
- Value Optimization with Minimum ROAS Bidding: This is a bit more advanced. It lets you select the minimum acceptable ROAS. Then, the platform will adjust your bidding accordingly so that your campaign’s ROAS doesn’t fall below that minimum. Something to try…
- Facebook Pixel: All about the notorious Pixel. How Facebook uses it to track and optimize activities. Maybe you’ll be able to answer that pressing question: Do I need to season the Pixel?
- App events: Similar to above, but focused on in-app activities.
- Click to Messenger campaigns: Are you all about bot marketing? Check it out!
- The Power 5: We already featured this one. Facebook explains how to unleash your campaigns’ power by using CBO, Dynamic Ads, Automated Placements, Account Simplification and Auto Advanced Matching.
- Advertising Transparency: Well, you understood what this is about.
- Controlling Frequency: Worried about your campaign frequency? Here’s all the ways you can control it.
- Tips to keep your account and Page secure.
- GDPR: Still confused about the dreaded GDPR? Facebook comes to the rescue!
Finally. List finished. Some points are basic, some are more advanced, but they are all useful.
Maybe you can save this list and use it for when you feel lonely and confused! Take a breather, read it, and get back on track!
Chrome limits ad blockers
Worried about ad blockers? Well, fortunately, Chrome is siding with the advertisers on this occasion.
Back in January, Google proposed a new change that would affect the functionality of ad blocker extensions like uBlock Origin, AdGuard and the others that use webRequest APIs to block ads.
This set of changes is called Manifest V3 and, among other things, it stops most ad blockers from working as effectively as they do now.
Why this step back? Apparently, the reason lies in the speed: The ad blockers that use the above webRequest APIs cause a delay in Chrome.
As expected, users and ad blocker developers alike criticized Google for this move.
After some months, Google responded to the issues raised by the community, but that didn’t satisfy the users.
Not exactly surprising, since Google essentially said that Chrome will still have the capability to block unwanted content, but this will be only be available to those users who shell out for the enterprise version of Chrome.
For the rest of the Chrome users, Google wasn’t budging. This means that ad-blockers will have to adapt and shift to less effective rule-based systems.
Let’s be honest. It’s not just about speed. Ad-blockers go against Google’s business model.
In fact, Google itself declared that ad blocking extensions are a threat to Google’s revenues.
If Google allows in-depth ad blocking, it will undoubtedly impact their revenue stream:
Ad blockers, we run ads!
So, you can clearly see why Google, Bing, and the rest of the family will never block ads outright.
Firefox too, which does allow deeper ad blocking, still makes revenue from Google’s advertising business. So, they all are in the same boat.
It’s all about finding a compromise between ad revenue and delivering a good experience for users.
Manifest V3 tries to pinpoint this ideal compromise by simply limiting ad-blockers, rather than completely stopping them from working.
Are your ads safe and sound then? Well, Manifest V3 isn’t effective just yet. It will be though, so those ad blockers will lose power!
The call is on users? Will they shift to Mozilla Firefox? Let’s see what happens once Manifest V3 is released.
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And your job gets featured in WTAFF for a month from the moment you put it up on Jobs in Digital Marketing! Here’s what you have to do:
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Top 3 SEO factors – SEO Mythbusting Episode 1
Episode 1 of Google’s SEO MythBusters series debuted recently. It was conducted by Google Webmaster Trends Analyst, Martin Splitt, and he told us the top 3 SEO factors that we should be focusing on.
SEO Factor 1: Content
“You have to have really good content. Content that serves a purpose for the user. It’s something that users need and want. Optimally they need it and want it, like ice cream.
So, if your content says where you are, what you do, how you help me with what I’m trying to accomplish, that’s fantastic.”
Now, here’s the thing: If a user is looking for King Size Widgets, for example, Google tends to rank product pages that are exact matches for King Size Widgets.
But at the same time, for better user experience, that could also mean giving the shopper the ability to compare products.
For certain search queries, such as ones about a topic rather than a specific product, Google tends to rank pages a little differently.
At times like these, it can be difficult to unwrap your mind from the keywords and get a clear view of everything in terms of the purpose of the page.
SEO Factor 2: Meta Data
“Use meta tags that describe your content, a description that gives you the possibility to have a little snippet in the search results that let people find out which of the many results might be the ones that help them the best.
Have page titles that are specific to the page that you are serving. So don’t have the same title for everything.
If you have titles that change with the content that you are showing, that is fantastic. And frameworks have ways of doing that. So consult the documentation but there’s definitely something that helps with the content.”
What do you guys think about this? Is Meta Data really an important ranking factor?
Well, we definitely think that Meta Descriptions affect ranking, but it’s unusual for this to be considered a top 3 SEO factor. Even ahead of backlinks? Has Google changed something?
SEO Factor 3: Performance
“Site performance is important but the good part is that we have lots of ranking factors. So you don’t have to do everything perfectly.
You might come across situations where you feel that Google says speed is important but the top sites here are not so fast, therefore, it must not be important.
So for us, it is definitely important, but that doesn’t mean it kind of overrides everything else.”
This means that Google will overlook poor performance and rank a site, as long as the user experience is not be hampered by showing the site on top of SERPs.
If the user expects to see a specific poor performing website, then that’s what Google will show.
So yes, it is a factor to consider. But it’s not necessarily a top algorithmic ranking factor.
Well, unfortunately the episode didn’t really bust any SEO myths. As far as Meta descriptions are concerned, either Martin overstated the importance, or he accidentally revealed that Google has changed direction recently and is now putting more weight on Metas than previously thought.
You can check out the complete Episode here. Don’t forget to check the comments section of video either, we bet you’ll be entertained.
Say goodbye to these bidding strategies. Custom, Responsive Display Ads to leverage
Since the introduction of new smart bidding strategies over the last year, some of the old ones have become redundant. Google is set to take them off their interface.
New Google document stresses the importance of using the new display ad format to reach out to 3M publisher sites. Not just with automation, but smart automation.
Let’s say our goodbyes first.
Sunset of 2 bidding strategies
Google is all set to retire two of its bidding strategies by late June: ‘Target Search Page Location’ and ‘Target Outranking Share’.
After the introduction of ‘Target Impression Share’, a smart bidding strategy which automatically sets bids according to where the ads show up, Google has decided to no longer offer the aforementioned bidding strategies.
Using ‘Target Impression Share’, you can set bids to have your ads show up at the top of the page, anywhere in the top section of the page, or anywhere on the search results page.
“Target Impression Share offers more flexible and granular controls to optimize for your desired impression share and search page location.
You can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share.
Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies.”
PS: If any of your campaigns are currently using the 2 retirees, Google will automatically migrate them to Target Impression Share.
Campaigns will then be automatically optimized based on previous target locations and historical impression share.
Automated Display Ads
If you are not already using the newest display format, Google released a document to help you take advantage of it and reach out to your audience via its 3B publisher network on desktop and mobile, web and apps.
What’s new about it?
Simply provide the assets for your ads and Google will automatically adjust their size, appearance, and format and combine these assets into countless difference appearances across the web and apps, continuously optimizing for performance.
Here’s what you can customize
- Asset Based Ads: Simply provide 1 Long Headline, up to 5 Short Headlines, Logos, Videos, Descriptions, 5-15 Images, Business Name, URL.
- Format Control: Choose the formats in which you want to run your ads. Such as All formats, Non-native only or native only.
- Custom Colors: Choose primary & secondary colors for your brand.
- Real-time feedback & scorecard: Ad strength will measure the quality of your assets and assign performance ratings, and then tell you the next steps of the setup process.
Understanding the performance
- Asset Report: Based on KPI such as conversions, conversion rate, cost-per-acquisition, CPA per impression, it will highlight the under-performing assets so you can replace them with newer ones.
- Top Combinations Report: It offers performance insights on which asset combinations work best.
Check out the best practices and more on creating and managing your Responsive Display Ads in this video here.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
What do today’s teens care about? Fortnite & tackling tax havens.
What were you doing when you were 18? Or 20?
If you’re anything like us, you were playing video-games and hanging out with friends.
Well, the new generations are years ahead of us. Let’s talk about Stefano Lepri.
He’s currently 23 years old and has 3.7M YoutTube subscribers. Cool, right? He also owes €1M to the Italian Rev authority. Not so cool. But hey…he still likes video games!
His huge following on YouTube comes from this video-game passion, and it allowed him to make a lot of cheese over the past few years. However, from 2013 to 2018 he evaded taxes to the tune of 7 figures.
This means he was just 18 when he committed his first fiscal crime. What a talent, eh?
“Unfortunately”, most people didn’t appreciate his hustler effort to bring more bread home and started bashing on him on Instagram and YouTube.
Stefano, however, said that he wasn’t aware of that because he didn’t manage it on his own. He’s hoping to talk it over with the Italian authorities and clear the whole mess up. Hopefully, just a mistake by an unconscious and naive young guy…
Well, crimes apart, he still deserves a pat on the shoulder. Making all that cheese in your teeny weeny years isn’t easy!
We really hope he’ll pay his dues and gets back to the hustle!