How to use advertising materials correctly and optimize Facebook ads

Today I will show you this issue of Facebook's monthly product update~

1. Introduction to Facebook

Huge user base: Facebook has 2.3 billion monthly active users, of which 1.5 billion are monthly active users

Mobile focused: More than 94% of people log in via mobile phones

2. Cost-effective advertising (CBO)

Starting in September 2019, all eligible campaigns will be migrated to become CBO (Campaign Budget Optimization) only campaigns; notifications will begin on February 1, 2019.

01. What is CBO?

Campaign Budget Optimization (CBO): Used to optimize the campaign budget and its allocation among ad groups. This means Facebook automatically and continuously looks for the best opportunities to deliver results across your ad sets and allocates your campaign budget in real time. It’s like we automatically find the best performing ad in an ad group and give it more exposure opportunities. Save time and get better results.

02. CBO effect evaluation method

Designed to help achieve the lowest CPA for the entire campaign (rather than a specific ad set), obtaining the lowest-cost optimization event remains the constant goal. The ratio and number of optimization events from “cheap” to “expensive” (related to the type of ads served) vary between ad groups. Some ad groups might contain a small number of very cheap optimization events and many very expensive optimization events. Some ad groups may contain many expensive optimization events.

03.CBO Advantages

(1) Reduce the number of situations where the budget is not fully spent

Remove audience overlap: If one ad group has a high degree of audience overlap with another ad group, you can still spend your budget on the other ad group.

(2) Avoid restarting the machine learning phase

Get results instantly: CBO does not trigger the machine learning phase when allocating budget to each ad set, but restarts the phase when you manually adjust the budget for each ad set

3. Non-discrimination policy

Please read and accept the Nondiscrimination Policy to help us maintain the integrity of advertising on Facebook.

Facebook's advertising policies prohibit advertisers from using our advertising products to discriminate against individuals or groups of people. Ads are considered discriminatory if they deny opportunities to individuals or groups of people because of personal characteristics such as their race, ethnicity, national origin, religion, age, sex, sexual orientation, gender identity, family/marital status, disability, health or genetic condition.

Our nondiscrimination policy has not changed, but we have added new examples that explain our policy for advertisers. While we prohibit discrimination, you may display your ads to specific audiences who may be interested in the product or service you are promoting.

For more information, please visit:

https://www.facebook.com/certification/nondiscrimination/

4. Custom Audience Transparency Update

Targeting: Custom audience transparency update, starting February 27, will display the name of the business (including agencies/partners) who uploaded information to Facebook

the benefits of signing OBO:

Streamlined Terms of Service: You only need to accept the Custom Audience Terms and Business Tools Terms once to publish ads on behalf of multiple ad accounts belonging to the same BM

Provides access to features such as: access to audience overlap tools, viewing custom audience size, and other features that may be added in the future

Improved advertising transparency: When you specify another business as the one you’re advertising on, ads you create on their behalf will always include their name when they appear on Facebook, including in the “Why am I seeing this ad?” dialog box.

Note: Since one advertising account can only run ads for one client, if your relationship with another BM ends, the advertising account belonging to this BM will be automatically suspended and will only be retained in your BM as a historical record.

A new round of audience targeting updates will start on February 28

Removed a small number of targeting options (mostly for excluding political interests)

Updated US political target segmentation to better reflect interest in political content

Note: Campaigns that have not been updated before April 2 may be suspended

5. API

Remind APP review deadlines and automatically register APPs that use the Marketing and Lead Ads API

Background: In order to provide users with a better experience, Facebook is reopening app reviews and has made multiple updates to the review process to strengthen the enforcement of platform policies.

If your app is not submitted for review before February 1, we plan to automatically enroll your app using the Marketing API and Lead Ads API in the app review process so that you do not lose API access when the review process begins. In the coming weeks, if the App Review team requires additional information to complete the app review process, developers will be notified by email. If the developer does not respond within the specified time (30 days), the app will be disabled and will not be able to access the APIs that require approval.

Target group:

01. For the February 1 deadline, all developers and advertisers using the following APIs: Marketing API, Lead Ads API

1. For developers and advertisers using the following APIs that have not yet been reviewed, during the final phase of proactively registering their apps before the August 1 deadline:

Facebook login permissions outside of email and default, Pages API, Groups API, Events API, Messenger API, Instagram API, Business Manager API

6. Collaborative Ads

01.What is collaborative advertising?

Facebook’s collaborative ads make it simple and secure for retailers to enable brands to run performance marketing campaigns for their products, driving sales on the retailer’s website or mobile app.

Retailers using dynamic ads can create a catalogue snippet consisting of branded products. Brands can use this catalog segment to run dynamic ads that show the right products to people who have shown interest in them on a retailer’s website, app, or elsewhere on the internet.

[E-commerce] Collaborative Ads are now available globally

02.How does collaborative advertising work?

Brands use retailers’ product catalogs to run dynamic ads for their products directly on Facebook.

Retailer website or app

High-intent shoppers visit a retailer’s website or app to complete their purchase.

Retailers can confidently share sections of their catalog,

Because brands can only reach consumers who have expressed interest in their products, and only through collaborative advertising enabled by retailers.

7. Use advertising materials correctly

01. Do not use pictures or videos containing adult content

Suggestive behavior

Implied Nudity

Showing too much skin or cleavage

Sexually suggestive postures

Focusing on individual body parts, such as buttocks or breasts, even if it is not explicitly sexual in nature

Lip licking, lip biting, putting fingers or genital objects in the mouth and other types of sexual innuendo are not allowed.

02. Do not use creative materials that may cause fear or shock

Advertising images may not use material that could cause fear or shock. Such ads contain sensitive content and usually cause negative reactions from viewers.

Prohibited images include, but are not limited to:

Pointing a gun at the user

Excessive blood/blood clots

Excessive violence in comics,

Car Accident

03. Do not use misleading or deceptive content or claims

Advertisements must not contain false, deceptive or misleading content or claims

Advertisements must not exaggerate or fabricate information, or exaggerate product performance or service effectiveness.

Do not make false claims about the treatment or efficacy of chronic diseases or any other illness.

Avoid exaggeration or hyperbole.

Do not make false or exaggerated statements about achieving results in a short period of time, such as losing weight or earning high profits in a short period of time.

04. Avoid App fraud/fake phone functions

Do not promise effects that cannot be achieved, such as being able to see through things using this APP.

The app must not mislead users by claiming that the app has functions that exceed the performance of the phone's hardware, such as the app being able to add fingerprint recognition function to the phone screen/emitting colorful light/weighing/using the app to forcibly lock other apps, etc.

Exaggerating the functions of the product is strictly prohibited.

8. Others

01. Fan pages can join groups

Fan pages can apply to join the group and contribute to the group as a member:

The ability for Page admins to request to join a group to serve as the voice of their Page.

Voice switcher: The fan page can be switched to your own page or personal page. They can choose to join as both identities, or just one of them.

Like all members, Fan Pages must follow the Member Guidelines and be approved and reviewed by group management to ensure meaningful contributions to the group.

02. [API] Error: Notify people of technical issues with third-party access related to business integration

A technical issue in September 2018 may have resulted in a third-party business integration partner being granted permissions to more business assets than the administrator intended; for example, if an administrator authorized a social media marketing company to help manage a specific page via Facebook login last September, the partner may have been inadvertently granted additional access to other pages, groups, and/or accounts.

03.[BUG] Refund: Dynamic ad carousel and boutique image scaling issues

The vulnerability will be present from December 3rd to 4th, 2018, only in the News Feed on iOS devices, and the actual amount of money advertisers receive for their ads will be based on the number of impressions affected by the issue. All impacted partners will receive in-product notifications in Ads Manager starting February 11.

04. Launch a new privacy and data use resource center

Starting on January 28 and continuing over the next month, people will start seeing this platform reminder in their news feeds to work with our Privacy Checkup.

Author: Zhou 5 goes to sea

Source: Zhou Wu Hai