Happy spring, dearest readers. We are looking forward to warmer days. (followers on facebook) The seasons were changing, and so was online advertising. It’s time for another round-up. Let’s look at what happened in the past few weeks.
Facebook eliminates additional targeting options.
The National Fair Housing Alliance and the American Civil Liberties Union filed suit against Facebook in 2018 because they were concerned that Facebook’s advertising platform allows discrimination against specific audiences based on race, gender, or age.
Facebook took over 5,000 targeting options off its advertising platform last summer. This decision had a significant impact on advertisers across all verticals. Facebook announced new policies explicitly geared towards credit, housing, and employment industry advertisers.
- Facebook won’t allow advertisers from these industries to target users based on gender, age, or ZIP code.
- Facebook will remove targeting that excludes users based on race, gender, or age.
- Facebook is developing a tool that allows users to see all housing-related ads currently running in the US.
LinkedIn introduces lookalike audiences.
LinkedIn boasts more than 600 million users and has just announced that advertisers can now target similar audiences through the platform.
Lookalike audiences are a long-standing tool for Facebook marketers. They allow you to target people similar to those who have already engaged your company in some way. For example, they can visit your website, download whitepapers, or become paying customers. Lookalike audiences are designed to make users behave and look like those who have engaged your business.
You can increase the reach of your LinkedIn ads while still being confident that you are driving impressions and clicks from high-quality, relevant users. LinkedIn claims that advertisers with early access to lookalike audience functionality saw a tenfold increase in reach without compromising quality.
You can create a Matched Audience in Campaign Manager to get started with LinkedIn-like audiences. You can use your CRM to pull contacts or people who have visited your site as your first audience.
LinkedIn also announced that it would expand interest targeting. This feature was first made available to advertisers on January 1. LinkedIn now allows you to target users based on their professional interests. This gives you the ability to be more specific. LinkedIn has provided a few templates to help you target predefined audiences to get you started.
Facebook launches an advertising search engine.
FB has made it easier to conduct competitive research.
Facebook announced late last week that the Ad Library will now be available to all business pages running ads. This is in addition to the previously mentioned pages about politics and other social issues.
The Ad Library, originally launched in the US as Ad Archive, was initially intended to allow Facebook users to access more information about political ads they have seen on the platform. The Ad Library enables users to check whether an inflammatory or politically charged ad they saw was not being run by someone based in, um, I don’t know, Eurasian superpower.
Facebook’s continued efforts to improve transparency have expanded its Ad Library, allowing users to view more information about all ads. Anyone can access the Ad Library to view your posted ads on Facebook if they are a business with a page.
Technically, you could do this by going to your Facebook page and clicking the Info and Ads tab. The Ad Library makes this process easier and more efficient.
Users aren’t the only thing that should be worry about, right? You don’t have to worry about your competitors, no. The Ad Library is a search engine that allows you to find Facebook ads. You can quickly type in your name and instantly get access to all creative advertising assets.
It’s good to know that your competitors can’t see the details behind the scenes, such as the demographics you target, the parameters of your audience, etc. It doesn’t matter how strong your copy is or how compelling your visuals are; these details matter.
It’s a good idea to look at the ads of other businesses in your area to ensure they aren’t too similar.
Aakash Sahney, Gmail product manager, stated that email has “largely remained the same” in comparison to other web-based experiences. He said that static messages eventually become outdated or serve as a springboard to more complicated tasks.
We have all been there. (buy followers on facebook) You receive an email invitation to RSVP for an event. Instead of responding to the email directly, you are required to navigate to another website to complete the form. This is no longer the case. The new dynamic interface allows you to accept meeting invitations, fill out forms, browse products and respond to Google Doc comments. You can also book hotel rooms through Gmail.
This should be an excellent moment for digital marketers and business owners alike. It was easy in the past to experience low engagement with your email marketing campaigns because of the static nature and frustration felt by your contacts when trying to complete simple tasks.
Let’s take, for instance, the local gym you own. If you asked your email contacts to sign up for a new class, they probably didn’t want to click through your website. With the help of interactive, dynamic Gmail templates, you can drive more conversions as long as your G Suite account is active.
Stories ads are made interactive by Instagram.
Social media marketers who integrate engagement with users in their strategies will be thrilled to hear that Instagram has launched polls for Stories ads.
Instagram Stories are hugely popular. Many businesses have used interactive elements (polls, hashtags, mentions) in their organic Stories posts for a while. This is a clever tactic for many reasons.
A Stories poll allows you to ask your followers for feedback on your product. This is a great way to help guide your business’s future direction. This is not a novel idea. Instead, solving for customers should be your primary purpose.
They have the opportunity to shape your product’s development according to their needs and pain points. They will appreciate it; there is no doubt.
But let’s get back to the important news. You can now ask your followers for their opinions via polls in Stories ads.
Suppose you are the in-house social media manager for a Boston coffee shop. You’ve previously used organic Stories polls to ask your followers for their opinions about new espresso drinks.You can reach new audiences by creating an audience based upon users who have visited your website or a lookalike audience using users who signed up for your weekly newsletter. This will allow you to engage relevant users while also allowing you to create a custom audience.
Amazon blocks advertising from certain vendors.
CNBC reported that Amazon has stopped allowing vendors to promote products that could ultimately result in losses.
An Amazon seller is a business that sells products directly to customers through Amazon’s platform. Amazon wants to make a profit by reselling products. Amazon can sometimes lose money when it comes to shipping and packing costs.
CNBC was able to make this decision public thanks to emails to vendors. It shows how far Amazon will go to ensure a better quarter. They calculate that they will lose less money by preventing vendors from running paid promotional campaigns than they will gain by negotiating lower prices with vendors.
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