One of the many benefits of advertising is gaining more reach and getting leads. If you want to run a lead generation campaign and collect customer information on Facebook, then you should create a lead ad. Not only can you compile the information you obtain from your lead ads into a spreadsheet that you can later upload to Custom Audience, but with lead ads, you can also know that those who responded to your ad are likely to convert. After all, the customer’s response to your lead ad shows their interest in your product or service. You can then use their information to remarket to them, something that is frequently done by any advertisement agency.
When creating an ad with a lead generation objective, Facebook advises you to review the questions you want to ask customers with your legal team, as well as to carefully study Facebook’s lead ad policies and terms of service.
Which platforms support the app installs objective?
You can serve all lead generation ads on Facebook’s mobile news feed and desktop news feed. As indicated by the image below, lead ads are not eligible for placement on the Audience Network and Instagram. When creating an ad in Ads Manager, you can choose where you want to serve your ads in the “Placements” section.
Which ad formats can I use with the app installs objective?
A lead generation ad is eligible for the video, carousel, photo, and slideshow format. You can choose your format in the “Format” section when creating the ad. Note that some objectives are not eligible for all formats. For instance, much like lead generation ads, the local awareness objective is ineligible for the canvas format.
Facebook ad specs
When creating a lead ad, follow Facebook’s ad specs.
Recommended image size: 1,200 x 628 pixels Image ratio: 1.9:1 Text: 90 characters Headline: 25 characters News Feed description: 30 characters Your image should include minimal text. See how the amount of text in your ad image will impact the reach of your ad.
A time may come when Facebook advertising no longer seems lucrative. You watch, in utter disappointment and exasperation, hands crossed over your chest, eyebrows furrowed, as your ads remain untouched by coveted clicks. You call the advertising agency you hired to drop the bad news: you no longer want to advertise on Facebook.
If you plan to abandon Facebook advertising because of insufficient clicks, you should reconsider because users, influenced by your ad, may be converting on your website without your knowing. This can happen because the Facebook pixel, which you hopefully use, can’t track all of the customers who have converted on your website—but View Tags can.
When users see your ad, View Tags instantly tracks them with cookies. The cookies remain on their browsers until they’re cleared or until they expire. If both don’t occur, the cookies can remain on their browsers for years. The cookies will then track users’ activities to see whether or not they made purchases from your website after seeing your ad.
If users see your ad then later convert on your website, your website’s pixel will recognize the cookies and record users’ actions, data which you can use for custom audience. View Tags provides information on anonymous user demographics and the number of times users have seen your ads.
By including View Tags in your ads, you can see whether or not users converted on your website after seeing your ad, crediting Facebook rather than Google for the conversion.
Although you likely only rely on the pixel to track customers, having both the pixel and View Tags is beneficial because you can track both the people who have clicked your ad and the people who have not. If you don’t use View Tags, you will miss the largest segment of users who later acted on the offer without clicking the ad. One campaign by SocialCode found that 87 percent of conversions came from impressions, not clicks. This means 87 percent of users saw the ad, didn’t take the business’ offer straight from the ad, then later converted from the business’ website.
When people aren’t clicking and converting from your ads, you may believe that your ads aren’t effective. On the contrary, they may have viewed the ad and later purchased from your website from a Google search. The Facebook pixel may be a powerful tool, but it could be twice as powerful with View Tags by its side.
As beneficial as Facebook advertising can be, it can also be very costly if approached recklessly. All Facebook ad agencies are well aware of this. We commonly see this with cost per acquisition (CPA) metrics, also known as cost per action. A CPA is the cost of a customer action that leads to a conversion. Conversions are actions like sales, clicks, sign-ups, and app downloads.
Some advertisers neglect to monitor their CPA, resulting in a large lump of the ad budget spent on acquiring only a small number of conversions. This makes it challenging to break even. In addition to closely monitoring the metrics of your ads, here are three tips from experts on how to lower your Facebook CPA.
Creating a Powerful Ad Design
Neil Patel says ad design, among many other factors, plays a significant role in keeping your Facebook CPA low. He says your Facebook ad design should be powerful and should leverage your landing page.
“When you’re creating an ad design, consider the experience of the user,” Patel says.
In other words, create a design that will give users a positive experience. Avoid designs that are intrusive or annoying. The more positive the experience, the more clicks you’ll get from quality customers, leading to more conversions and ultimately a lower CPA.
A powerful ad design includes an engaging and high-quality visual, relevant content, a value proposition, and a clear call-to-action. Look at effective Facebook ads by successful brands if you need inspiration for your own ad design.
Tracking with Facebook Pixel
Morgan McGregor, a content specialist for social media marketing firm Hyped, tells WordStream that the Facebook Pixel can help you keep your ad costs low. The Facebook Pixel is a snippet of code you can add to your website to track conversions and visitor data.
“You can not only retarget people who have gone on your website, you can even target down to what actions they’ve taken, such as people who added to their cart but never completed their purchases,” McGregor tells WordStream. She adds, “It also allows you to create dynamic sales funnels [for Top Of Funnel, Middle Of Funnel, and Bottom Of Funnel] that can last forever and bring you sales while you sleep – that’s the lifestyle we all dream of.”
As McGregor said, the Facebook Pixel helps you identify which ads are achieving your campaign goals and which aren’t, so you can determine how to adjust your strategy accordingly. The result is a campaign that isn’t wasting money, a campaign that delivers optimal conversions.
Targeting Specific Audiences
A common mistake that results in costly CPAs is targeting a broad audience that many advertisers are also likely targeting. Ben Cook, marketing director of social media agency JC Social Media, tells WordStream the best way to avoid this is to be as precise as possible when specifying your audience.
“By narrowing your target audience, you can drastically reduce the competition from other brands running ads to a similar audience,” Cook tells WordStream. “Remember you are in a bidding war with hundreds of other brands—only bid on who you really want to reach.”
The more specific your target audience, the less likely you will need to compete with other brands, which means you won’t get stuck in a costly bidding war.
With these tips and careful planning, you will only spend money on valuable conversions that help you break even, and your investment in Facebook ads will be worth it.
At first, the Cambridge Analytica scandal, the recent hack, and the fake Russian ads seemed like the obvious answers to this trend, but after speaking to three sources, recent scandals were not the reason they left. In fact, these sources left before the scandals occurred. Lauren Crain, Allison Beltramini, and Zach Hendrix shared stories of why they left Facebook and how leaving has affected— and not affected —their lives.
A Big Waste of Time
Lauren Crain migrated from MySpace to Facebook a year after the latter social media website officially opened to the public in 2006. A high school student at the time, Crain opened her account, eager to use the new, exciting, and cool social networking site — she loved it. Social media was a burgeoning presence in people’s lives, and Facebook in particular allowed Crain to communicate with her friends and high school classmates. But her enthusiasm for the website faded a few years later.
“It added literally nothing to my life,” she said when explaining why she left Facebook. “I deleted it, and life hasn’t changed much.”
The website lost the meaningful communication that lured her. As her friends moved away from Facebook, the communication left with them. Her desire to share her thoughts and to receive likes and comments on her posts followed after. However, the loss of communication wasn’t the only reason she deleted her account.
“I hated the fact that it [Facebook] was just another app listening to me and selling me targeted ads.”
As a digital marketer, Lauren understood Facebook’s tracking tools, which advertisers use to target ads to users. She also understood that the company must include more ads and branded content into News Feed to attract more advertisers.
“Facebook just seems like a big time suck…oversaturated with brands, former acquaintances, and older relatives.”
Indifferent to the content that appeared on her feed and deeming Facebook inconsequential to her life, Crain deleted her account. She has been Facebook-free for one year, with no urges to return.
A Malicious Security Attack
Much like Crain, Allison Beltramini was one of Facebook’s early adopters, signing up for an account in 2006. She initially enjoyed the website because it allowed her to connect with long-distance friends, share information on her feed, and communicate with family. However, after owning a Facebook profile for ten years, Beltramini deleted her account. Someone she knew installed a malicious software into her computer, a software that tracked her every digital movement. Every email sent, every website visited, every activity monitored and harvested by the hacker.
“I was tracked every five minutes for three years by one individual. I was trying to eliminate as much access as I could.”
And that included access to Facebook.
Still, Beltramini would have likely deleted her account nonetheless — hacker or no hacker — as her dissatisfaction with Facebook grew. She saw the social networking site as a platform that cultivated unhealthy competition: who had the largest number of Facebook friends, who had the most likes and comments on posts, who lived the most interesting life.
As an associate professor teaching digital communications at Waubonsee Community College, Beltramini was also keenly aware of social media’s effects on human interaction.
“Facebook brings people together, but it can be very isolating as well. Look around when you go out. There’s hardly anybody interacting with anyone else. Most everyone is looking down on their phones. ”
Beltramini has been living without Facebook for two years.
“I don’t miss it at all! There’s no FOMO [fear of missing out], and I have more free time. It was definitely the right decision for me.”
A Big Mistake
For Zack Hendrix, however, leaving Facebook was not the right decision.
“I deactivated my Facebook, and I made it two months,” he confessed.
As a co-founder of the company, GreenPal, Hendrix used Facebook as a tool to keep an eye on competitors, stay informed of industry-related news, and keep up with his favorite brands. Hendrix didn’t realize the role Facebook played in keeping him informed until he deactivated his account.
“I didn’t realize all the nuanced ways I relied on Facebook to grow my business. I wasn’t able to keep tabs on the kind of content competitors were putting out, things that were happening in our industry, and all sorts of technology news that I was interested in.”
If Hendrix relied on Facebook so much, why did he deactivated his account in the first place?
“I had enough of it. I figured, what the heck, it wasn’t adding any value in my life, and it was just wasting my time.”
Echoing Crain and Beltramini’s complaints, Hendrix cited the content on his News Feed as the source of his dissatisfaction. For Zack, many of his friends’ posts were uninteresting and irrelevant. After reactivating his account and discovering Facebook’s Mute and Unfollow tools, Zack learned to prune irrelevant content from his feed. His advice to people unhappy with Facebook? Using those tools.
“I think most people would benefit from just curating their social feed rather than abandoning it altogether.”
Facebook’s Algorithm Is Failing Users
Although Crain, Beltramini, and Hendrix left Facebook for varying reasons, one source of dissatisfaction tied these three strangers together: their frustration with News Feed. For all three, their experiences were sullied with irrelevant and uninteresting content. Facebook has already changed the algorithm from chronological to relevance, claiming the latter will create meaningful interactions and encourage users to spend more time on the platform. Based on Crain, Beltramini, and Hendrix’s experiences, the algorithm may need a bit of improvement.
Times are tough—there’s no doubt about, especially if you recently started a business. If your business is still young and developing, you might need additional help jump starting your advertising campaigns without hurting your wallet. After all, Facebook ad companies can’t fit into everybody’s initial budget. Fortunately, you can advertise on Facebook for free…if you know where to look. Below are ways you can advertise on Facebook without spending a dime.
Facebook Advertising Scholarship
AdvertiseMint awards hard-working young entrepreneurs with $1,500 in ad agency services and $1,000 in college tuition. Eligible applicants must be 18-25 years old with a minimum GPA of 2.0 while enrolled in an accredited high school, community college, or university within the US during the time of submission.
To apply, applicants must submit a video pitch addressing five important questions within 90 seconds. Winners will be featured in AdvertiseMint’s social media and blog pages.
AdvertiseMint honors America’s military personnel by awarding them a minimum of $1,000 and a maximum of $10,000 in advertising services, which include ad management, copywriting, graphic design, and video editing among many others. Not only will the winner gain free advertising services, but he or she will also gain a featured spot in AdvertiseMint’s website and social media pages.
Applicants who are on active duty and who are returning home from active duty qualify for free advertising services.
AdvertiseMint helps non-profits make the world a better place by raising more awareness to their cause. Non-profits can win a minimum of $1,000 and a maximum of $10,000’s worth of advertising services. Services include ad account management, copywriting, graphic design, and video editing, among other advertising needs. In addition to free advertising credits, the winner will also be featured in AdvertiseMint’s social media and blog pages.
It’s easy to qualify. AdvertiseMint only requires that the participant be part of a non-profit organization. To apply for this opportunity, visit AdvertiseMint for Good.
FbStart, a program that helps early-staged mobile startups grow their business, provides startups with up to $80,000 worth of free Facebook services including Facebook advertising. This opportunity is only open to entrepreneurs who have never advertised on Facebook and who have apps existing on Google Play or Apple Store. For more information on FbStart, visit FbStart.com.
Perfect Audience, a software that allows you to manage all of your retargeting in one software, provides you with a $100 credit when you sign up for a 14-day free trial. For more information on this software, visit perfectaudience.com.
Millions of people in the United States use Facebook to connect and share ideas, so it’s the perfect platform to spread the word about a political candidate. As the 2020 election quickly approaches, now is a great time to start planning a digital strategy for your political campaign. Here you’ll learn how to run Facebook political ads and get your message out to the people who need to see it the most the way a pro Facebook advertising service does it.
The first thing you’ll need is a Facebook page, the account from which you will run political ads. When you create a page within Facebook, you’ll be given the option to choose a category for the page. You can choose “Politician” or “Political Organization” to let people know what kind of page this is. Once your page is up and running, you’ll need a profile picture, a cover photo, and maybe even a video pinned to the top of your feed. Adding these assets can make the page more attractive to the audience, and they can help you seem more authentic and in-touch with the people you’re communicating with.
You’ll need to set up Facebook Business Manager to manage all aspects of your page. You’ll also need a budget to run advertisements and a credit card to pay for the ads. Once you have these basics out of the way, it’s time to build your campaign from the ground up to make sure it’s effective at reaching people.
Targeting the Right Audience
You want to make sure that your Facebook political ads are getting in front of the right eyes. Facebook lets you target audiences based on certain demographics, such as age, gender, interests, and location. It’s best to narrow down your audience by location first because it’s likely that you only want people in your district to see your political ads. You can target your entire district or parts of it.
After you’ve narrowed down the location, it can be helpful to target people based on their interests. For example, you can target individuals who have said they are interested in politics or issues that are at the forefront of your campaign, such as education or the environment. You can also target those who have expressed an interest in the political candidate of your campaign. You can create different ads for different demographics and test different ad content between different groups to see what is most effective at getting people to click on your ad.
In addition to the interest, behavioral, and demographic audience you build, you can also create a Lookalike Audience using the contact list you upload. A Lookalike audience is similar to audiences you’ve targeted in the past but has a wider reach. You can also target visitors to your website, your own personal database of voters, and people who have engaged with you on Facebook in the past.
Creating an Effective Ad
Once you have found the perfect audience to target with your Facebook political ads, it’s important to make sure your message is clear and concise. When building an ad in Facebook Ads Manager, you can pick an objective for your ad campaign. This is an important step, as it can help Facebook optimize how it delivers your ads.
You’ll likely choose two of these objectives, brand awareness (getting your ad in front of as many people as possible) or traffic (getting people to visit your website). Depending on which of these makes the most sense for your campaign at the moment, Facebook will take a different strategy towards delivering your ads.
Facebook does a lot of the legwork when it comes to creating an ad, but you still have a few things to think about when it comes to your messaging. You have to think about exactly what you want to say and how to say it in a short and direct way. You’ll have to think of a headline and a few short words that explain your message. You also want to choose an image that catches peoples’ eyes as they’re scrolling through their News Feed. You only have a few seconds to make an impact, so be sure to choose your words and images wisely. If you have a post on your page’s newsfeed that’s performing well, you can choose to turn this into an ad.
You’ll also most likely want to include a call to action. This instructs the person viewing the ad what step to take next, such as visiting your website to learn more. Including a simple call to action can increase your click-through rate (the number of people who click on your ad). You can include this call-to-action as a text or button.
Tracking Your Performance
Once your ad has been up and running for a while, it’s time to examine whether or not it has been doing its job. Here are some metrics to keep an eye on:
Click-through rate (CTR). If a lot of people are clicking on your ad then dropping off after they get to your website, it’s likely that your ad is great (after all, it got them to click), but they aren’t sure what to do when they get to your site. It can be helpful to create a landing page on your site that will tell them what to do next.
Conversion rate. This is the rate at which your ad visitor did what you wanted them to, such as donating or signing up for your email list.
Cost per acquisition (CPA). This number is calculated by dividing the amount of money you spent on an ad campaign by the number of conversions you received.
In addition to the above metrics, it is also worth measuring secondary metrics, such as brand mentions. An effective ad campaign should set the conversation going about your candidate and the campaign. Measuring the organic growth in social media mentions of your candidate, campaign hashtags, etc., can help analyze the trajectory of your ad campaign.
Once you know these statistics, you can start to figure out whether your ad is working in the way you need it to. The great thing about Facebook political ads is that you can learn from experience along the way and keep building better ads. Even if you don’t get great results from the start, don’t get discouraged. Your message is important to voters, and it’s worth the effort to spread the word.
Tips for Running Facebook Political Ads
The Government and Politics on Facebook group shared a series of live videos that offered useful advice to candidates on how to run successful Facebook political ads. This article shares the tips that the Facebook team shared in the last video of the series so you can jumpstart your campaign for the 2020 US election.
Use Candidate Videos
For midterm elections, Facebook released a new feature that helps you reach your constituents. You can create 20-second candidate videos that share your message and explain your political views. Anyone from governor to city council candidates, excluding assessor and judicial races, can upload candidate videos. Facebook provides appropriate, election-relevant questions you should answer.
To upload a candidate video, simply navigate to your Facebook page and go to Publishing Tools. Select Political Content, then upload your video. When you publish a candidate video, you can view it under the “Broadcasts” tab if you’re a page admin. Your audience will see the video in their News Feeds.
Candidates can create and upload videos in the days leading up to the election. If both candidates in a race upload videos, users will see them side by side.
If you’re unsure how to make a candidate video, you can find the Video Creation Tool Kit in Ads Manager. You need a few different images, either of yourself or your cause. You can then add text overlay. The tool kit allows you to create a video using one of three template options for mobile-optimized videos.
Optimize Your Video for Mobile
You want to optimize your video for mobile because most users look at their social media content on mobile devices. Video that is appropriately optimized for mobile screens has the following characteristics:
Square or vertical format. This ensures that the video takes up as much space as possible in someone’s mobile News Feed. It helps to film content vertically before uploading it.
Text overlay. Make sure the video still makes sense if someone watches it without sound.
Front-loaded content. The main point or message of your video should be clear within the first few seconds.
15 seconds in length. Videos that are 15 seconds or less are ideal for users’ mobile lifestyles.
Optimize Your Ad Delivery
Because Facebook and Instagram are competitive spaces for advertising, getting your political ads out there can be challenging. There are three key ways to optimize your ad delivery:
Broaden your audience. Make your audience as large as possible to reach more people.
Look at your bid cap. Having a high bid cap helps with delivery, so consider increasing it. Facebook uses an auction-based system for buying ads. A cap tells the system the highest amount you’re willing to pay for your campaign’s objective. For political and issue ads leading up to an election, it is better to manually, rather than automatically, set a bid cap because it tells Facebook’s system exactly how important it is to get your ads out there.
Open up your placements. Use ad placements for Facebook News Feed, Instagram feed, and Instagram Stories to reach more users.
You can pay for ads either through bidding, as previously mentioned, or reach and frequency. Reach and frequency is an option if you have at least 200,000 people in your audience. It allows you to lock in the price you pay. In contrast, with bidding, you don’t know exactly how much you will end up paying. You are bidding on the action you’re optimizing for, such as video views.
Post Often as Election Day Approaches
Normally, Facebook recommends posting three to four times a day. However, in the days leading up to an election, Facebook says that you should share organic posts as many times as you want to reach more constituents.
For political and issue ads, keep in mind that they can take up to 72 hours to be approved. You don’t want to wait too long to submit your ads to publish them before election day.
Schedule Organic Content Cautiously
Although you want to schedule ads well in advance, you need to be more cautious about scheduling organic content. If you schedule a political or issue post, breaking news could make the information in your scheduled post irrelevant or even insensitive.
For candidate videos, since the feature is still relatively new, you should publish them right away after upload.
Submit Ads in Advance
Facebook requires authorization for political ads. Disclaimers also require approval. It takes up to 24 hours to get disclaimers approved, so you should submit or update your disclaimers a few days in advance. Disclaimers should comply with Facebook’s Community Standards. URLs, phone numbers, and acronyms are not allowed in disclaimers, so keep those out to make the approval process go quicker. You do not need authorization to publish candidate videos.
Use the Reach Objective
To reach as many constituents as possible before election day, use Facebook’s reach objective. This objective tells Facebook that reach is the most important goal to you and will keep this in mind when delivering your ad.
Once you launch a reach campaign, you can’t go back and adjust your frequency. Make sure your frequency (i.e. how many times you want your ad to appear to members of your audience) is set before launching. In the days leading up to an election, Facebook recommends setting a high frequency cap.
Use the Issues Tab
The Issues tab is a space on Facebook where you can spend more time in a written format telling constituents about your platform and stance on certain issues. If you want to elaborate on a message from your candidate video, you can do so in the Issues tab. Use it to clearly communicate to voters what you believe in.
Facebook Live allows you to communicate with constituents in real time. Live video should be varied, relevant, timely, and authentic.
To generate hype for your live broadcast, post about your plans to go live the day before or send an email blast to get the word out. You should also start the live stream at the exact time you say you will; otherwise you risk losing your audience’s interest.
Opt into All Available Placements
The more ad placements you have, the more people you will reach. Available placements include Facebook and Instagram feeds, Facebook in-stream, and Instagram Stories. When setting up your ad, specify that you want it delivered for each placement.
Vary the Type of Organic Content You Post
To keep your constituents interested, offer a variety of content in your organic posts. Mix it up between video, links, photos, and live video. The diversity will add value to the content you share.
Social media is a major player in politics these days. The more prepared you are for the next election, the better your chances at delivering valuable, high-quality content that will get voters’ attention. Start brainstorming your creative and logistical Facebook strategies now. When the 2020 election comes around, you’ll be happy you did.
Through an information gathering app, Cambridge Analytica harvested personal details from over 80 million Facebook users. To improve the relationship between users and app developers, Facebook has been investigating all the possible ways to protect users’ personal information. Vice President of Product Partnerships Ime Archibong explained several new API restrictions Facebook is implementing to instill safer and more secure experiences for users when they use apps connected to the platform. This of course is relevant to the world of FB advertising.
The new restrictions apply to six specific API products:
Graph API Explorer
Profile Expression Kit
Lead Ads Retrieval and Live Video APIs
Some restrictions involve a change in process or access while others involve the elimination of certain product offerings altogether. All changes were made to improve the user experience while also allowing developers to continue their working relationship with Facebook.
Graph API Explorer
Going forward, developers are still able to use the Graph API Explorer App to run test queries, but they must use their own apps’ access tokens to do so.
Profile Expression Kit
Approved developers currently can use the Profile Expression Kit to allow users to share any photos or videos created within the app on Facebook. For example, users could take a photo made in the app and use it as their Facebook profile picture. Since this feature hasn’t been used much, Facebook says it’s removing it come October 1.
Media Solutions, a family of APIs for developers to use in constructing tools for Facebook’s media partners, will see three major changes. First, public content discovery APIs will be restricted to page content and public posts on profiles that have been verified. Second, developers will now no longer be able to use the Trending API, the Signal tool, Trending Topics, and Hashtag Voting for interactive TV experiences. And finally, Facebook will remove Topic Search, Topic Insights and Topic Feed, and Public Figure APIs on August 1 in response to minimal usage of these products.
If developers receive feature permissions to Page Public Content Access after going through the app review process, they’ll once again be able to use the Pages API to search for Facebook pages. With this capability, developers can find similar pages, mention other pages in posts and comments, and tag pages in Facebook ads.
From now on, in order to use the Marketing API, which allows businesses to automate and scale their ads and easily manage their campaigns, developers must go through an app review. Additionally, Facebook has simplified the API’s structure to make it two-tier instead of three.
Lead Ads Retrieval and Live Video APIs
Facebook announced new app review permissions for its Lead Ads Retrieval and Live Video APIs. The latter allows apps to post live videos to pages, groups, and users’ timelines. This restriction means users will be asked to review and grant (or deny) new permissions before accessing an app through Facebook.
Developers will need to abide by these new restrictions to continue offering apps through Facebook.
Facebook isn’t alone in its changes to API. Twitter announced new API rules to prevent platform misuse back in March.
Businesses running ads and any social media advertising company on Facebook can now see their customer satisfaction scores. Recently our account managers discovered a new dashboard that shows a satisfaction score provided by customers who bought products through a Facebook ad. If a business’s score reflects a lot of dissatisfaction, Facebook will penalize the business. We first learned about the satisfaction score back in June. It appears Facebook has now officially rolled out the feature that allows businesses to monitor their scores.
How It Works
According to a message Facebook sent to AdvertiseMint introducing the feature, the dashboard shares with businesses a score calculated from customer feedback. Facebook collects that feedback from a representative sample of users who purchased in direct response to Facebook ads. Facebook then takes that feedback to generate an overall score for the business on a scale of zero to five.
If the score drops to two or under, the ad cost will rise and the reach will decrease. If a business maintains a low score, Facebook will increase penalties each month until that score is improved. If the score drops to one or less, the business will be unable to run ads on Facebook’s platform.
The dashboard allows businesses to monitor their customer score and see reviews from customers.
“We hope you’ll use this information to improve your service and help us build trust on Facebook,” Facebook said in its message with the rollout. “This will create a better experience for both you and your customers.”
As previously mentioned, we learned back in June that Facebook was gathering customer feedback to identify poor experiences with businesses that run ads on the platform. Facebook began this practice to crack down on platform abuse by advertisers. To solicit feedback, Facebook sends a notification to users who made purchases after clicking an ad, The Verge originally reported.
Facebook doesn’t just rate businesses. Back in August, Facebook released a new rating system for measuring users’ trustworthiness on a scale of zero to one.
Facebook will soon roll out an upgraded Live product that allows you to invite a colleague to your broadcast. With this new collaborative feature, you and a colleague can go live from different places and still appear in the same screen. All you need to do is invite someone from your contact list by clicking the add icon on the bottom left corner of your screen. This is a game-changer for any ads company.
This new Live feature supports both the portrait and landscape setting. When going live in portrait mode, one person will have most of the screen space while the other will appear in an in-picture picture. In contrast, when going live in landscape mode, the screen will be evenly split between two people.
In addition to this new feature, Facebook is also adding a direct message tool, which allows you to directly message viewers while live streaming. To directly message viewers, click the message icon next to the add icon.
A feature that was formerly only available to public figures, this new Live feature is now available to anyone, influencers and business men and women alike. Although this feature is available in the iOS app, Facebook has not yet announced when it will be available for the Android app.
Enliven your lifestyle products with Facebook’s new Canvas template, Lifestyle Layout.
As frequently mentioned in the past, the majority of today’s Facebook paid ads migrates to mobile. Facebook’s Canvas, a creative platform for developing mobile ad experiences, has multiple templates for its Collection ads. However, the Lifestyle Layout template allows advertisers to build immersive, branded collections with lifestyle imagery in the form of people, places, or experiences.
What do we mean by lifestyle? Think clothes, fashion, décor, fitness, etc. The new layout allows advertisers to give context to their products in a captivating mobile display.
How to Use Lifestyle Layout
According to Facebook, the Lifestyle Layout template is available in Canvas’ collection format as a full-screen experience.
Additionally, the template includes call-to-action buttons and store locator maps to encourage and prompt users to purchase your product.
Additional Enhancements for Collection Ads
Facebook also announced additional updates for Canvas’ collection ads.
The first, Engagement Custom Audience, allows advertisers to retarget users who have previously clicked on a collection ad.
The second update, the Store Visits Objective, allows advertisers to use their collection ads to drive store visits and in-store sales.
Finally, a new enhanced tracking feature gives advertisers the ability to track the performance of their products featured in collection ads, specifically in regards to traffic flow to the business’ website or app.
The new Lifestyle Layout will be available to advertisers sometime this month.