Wednesday, April 17, 2019

Facebook is Improving Ads Manager and Business Manager - Search Engine Journal

Facebook is Improving Ads Manager and Business Manager - Search Engine Journal


Facebook is Improving Ads Manager and Business Manager - Search Engine Journal

Posted: 16 Apr 2019 02:45 PM PDT

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Facebook shared plans to update both Ads Manager and Business Manager making them easier to use.

An improved version of Ads Manager is being released now, with an updated Business Manager coming later this year.

New Ads Manager

Facebook has begun rolling out a simpler version of the Ads Manager interface.

Updates to Ads Manager include:

  • More simplified navigation features
  • A cleaner design
  • A new campaign management experience

Those who have access to the revamped interface will see a new navigation bar, which offers users more space to manage ads.

Facebook is Improving Ads Manager and Business Manager

The new navigation bar also highlights tools that offer more insight into ad performance and reporting.

Facebook is updating the campaign creation experience with a new copy and paste functionality. It's said to offer more flexibility when building ads.

An auto-naming feature will allow businesses to customize their campaign, ad set, and ad names even faster.

Lastly, more intuitive ad-level creative and placement editing tools are being planned as well.

These updates are rolling out now and are expected to be available to everyone by next year.

New Business Manager

Facebook plans to update Business Manager to let agencies activate their clients' campaigns faster than before.

Updates to Business Manager will include:

  • A seamless process for agencies to onboard new clients.
  • A better way for agencies to manage clients' historical reporting.
  • An easier way to assign and organize assets to people.

There's no timeframe for when the updates to Business Manager will be available, Users can expect to see it sometime later this year.

How to create a Facebook business page for your company, brand, or community - Business Insider

Posted: 15 Apr 2019 09:49 AM PDT

Facebook business pages can help you reach a new audience, and setting up a page for your company or brand takes only a few steps to complete. Here's how to create a Facebook business page:

How to create a Facebook business page

1. From your personal Facebook profile, click the Pages link in the left sidebar menu and open the menu on the right-hand side called Your Pages.

Click the "Pages" tab.
Michelle Greenlee/Business Insider

2. From the Your Pages menu, click the Create Page button.

Click "Create Page."
Michelle Greenlee/Business Insider

3. Choose the Business or Brand page type.

Decide whether you are representing a business or brand, or a community or public figure.
Michelle Greenlee/Business Insider

4. Enter your business or brand name and a business category. Please note, the Local Business category requires a physical address while other categories may not.

Enter the name of the page, and what sort of brand/person it's for.
Michelle Greenlee/Business Insider

5. Click the Continue button to save your information.

6. Upload a page profile and cover images. You can choose to skip for now if you prefer to add them later.

Add a profile picture and cover photo to personalize the page.
Michelle Greenlee/Business Insider

Congratulations, you've created a new Facebook page!

Your new page will look bare at first, but as you add content to it, it will fill up.
Michelle Greenlee/Business Insider

Additional set-up

Before you write your page's first post, be sure to update your page with additional information for your business.

Call to action

Add a call-to-action button to your business page by clicking Add a Button. Choose an action from the available options. You can have visitors book appointments, contact you through Facebook Messenger, download your app, and more.

You can add interactive elements to your page known as "Calls to action."
Michelle Greenlee/Business Insider

Page username

Choose a page username. This username will become the web address for your business page (e.g. facebook.com/businessinsider).

Enter upcoming events

From the Events section, add any upcoming public events. Make it easy for your future fans to find information about your business's scheduled events. Fans of your page can show interest in your events by clicking a button to indicate their intention to attend.

Add events that your fans can attend.
Michelle Greenlee/Business Insider

Update the About section

From the About section, update all the content you would like to be public. Include your business website and operating hours if applicable. You can also give staff members access to edit your page from this menu.

Explore publishing tools

Facebook has built-in scheduling tools that allow you to plan and publish your posts according to a schedule of your choosing. These tools help you automate the process of posting updates. You can save draft versions of your posts here as well.

Converting a personal profile to a business page

If you have been using a personal Facebook profile for your business, you can convert it to a business page using Facebook's conversion wizard. While the process is called a conversion, it actually copies your personal profile to a page. Your personal profile will remain intact and a new page based on that profile will be created. You can update the newly created page as you would a page created from scratch.

Page visibility

Facebook pages are published as soon as they are created. This means an incomplete page would be visible to the public as soon as it's created. If you would prefer to work on your page in private before making it available to the public, you can update its visibility from the page settings menu. This will prevent the page from being available until you're ready to publish it again. Remember to update the visibility setting when you are ready to publish it.

Facebook asks you to explain why you're unpublishing a page before it will allow it.
Michelle Greenlee/Business Insider

Facebook Further Automates Some Core Advertising, Business Tools 04/16/2019 - MediaPost Communications

Posted: 16 Apr 2019 07:46 AM PDT

Facebook on Tuesday announced a few changes to simplify the interfaces across Ads Manager and Business Manager. The changes will take fewer steps by automating some of the processes.

For starters, the social network began rolling out an updated Ads Manager interface that not only offers simplified navigation features, but also supports a cleaner design. 

The new navigation bar now provides more space to manage ads and highlights tools that aim to offer additional insight into ad performance through reports. 

These changes, similar to most, are based on feedback from advertisers -- mostly during direct conversations, according to a Facebook spokesperson. Unlike many changes, these reduce the number of steps required to build creatives.

For example, Facebook added a copy-and-paste feature to reduce the number of steps required when creating ads.

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"Copy and paste is one of the features that we've heard requested from advertisers for a while," the spokesperson wrote in an email to Digital News Daily.

This function creates a clipboard and allows advertisers to duplicate ad objects by simply copying and pasting. Prior, marketers had to use the duplication modal.

And while advertisers still can name their own campaigns, Facebook added an auto-naming feature, making it faster for businesses to customize their campaign, ad set, and ad names.

Facebook plans to release additional ad-level creative and placement editing tools in Ads Manager by 2020.

Business Manager also will get updates that are scheduled for release later this year. The updates aim to make it "faster" and easier for agencies to activate their client's campaigns on Facebook. These changes include what the company calls "a seamless process" to let agencies bring on new advertisers.

The idea is to offer better ways for agencies to manage historical reporting for advertisers, along with an easier way to assign and organize assets within Business Manager. 

6 Facebook Ad Strategies to Boost Your eCommerce Business - Social Media Today

Posted: 16 Apr 2019 12:22 AM PDT

"Sales fixes everything".

This is the maxim that noted venture capitalist, entrepreneur and blogger Guy Kawasaki uses in his business:

"As long as you have sales, cash will flow, and as long as cash flows, (a) you will have the time to fix your team, your technology, and your marketing; (b) the press won't be able to say much because customers are pouring money into your coffers; and (c) your investors will leave you alone because (i) they will focus on companies with weaker sales and (ii) they won't want to jinx your success."

In any business, cash is your lifeblood. It flows through your business, and when it doesn't flow, your business dies - just like your body. Growing your sales is the best way to get ahead of problems in your business. Without the capital you get from sales, you have no way of fixing problems as they arise, or growing when opportunity knocks.

So how do you inject capital into your eCommerce business?

There are two time-honored ways of doing that, and both revolve around your audience. One is to grow your audience. Selling to the same percentage of your audience, while continuing to grow it, means that, ultimately, more people end up buying from you.

The other option is maximizing conversions, or growing the percentage of your audience that becomes a customer.

Facebook is ideal for both.

Facebook provides a huge potential audience, and through its different advertising options, you can build your sales, and strengthen your eCommerce business. With some strategy in hand, you can confidently go forward and grow your sales pipeline.

1. Choose the Right Objective for Your Campaign

Facebook's ad campaigns enable you to customize your targeting for different objectives.

Do you need more engagement? Awareness? Views? Lead generation? Conversions?

Decide up front what you're going for. Many businesses, especially smaller ones, don't actually know what they want their campaign to do - or they try to go after too many targets at once, diluting their message and spending PPC money that they really don't need to.

Don't be one of them. Choose up front, know exactly what you're going for, then tailor your campaign to that, instead of being scattershot about it.

2. Harness the Power of Facebook Marketplace

Facebook Marketplace is Mark Zuckerberg's Craigslist competitor, but unlike its bare-bones cousin, Marketplace does enable businesses to advertise. The unique thing about Marketplace - much like Google's long-tail PPC - is that you're dealing with an audience that has very high intent.

When used well, Facebook Marketplace ads can drive traffic to your business which convert to cash immediately. In a recent case study published by Facebook, Thread Wallets, an up-and-coming accessory wallet company, managed to decrease their costs by 16%, increase their reach, and use their ad spend 41% more efficiently, year over year.

Thread Wallets' Marketplace ad

This is a realistic outcome with Facebook Marketplace - your business can do the same.

3. Use Special Offers to Drive Traffic to Your Facebook Page

Facebook's business Pages are key drivers of traffic for small and large businesses alike, and using them effectively can be helpful for you when you're trying to drive sales.

One of the biggest things consumers are looking for on your Page is special offers - in fact, some 39% of all Facebook users report that they follow Facebook Pages looking for special offers.

Use promotions, codes and giveaways to get people interested. You only have a few seconds to catch their attention. Use it. You can even run an extended ad campaign to promote your special offers - it's a great way to drive both long-term engagement and bring your audience a little further down the funnel.

4. Don't Serve Ads to People Who Aren't Interested

Facebook has always had the capability to exclude ads based on their category (especially for mature themes, gambling, and other gated content), but they have even more capability than that.

It takes some work, but if you really want to fine-tune who sees your ads, you can create a block list based on Facebook's back-end data. If you're worried about your ads showing up alongside content that might make your audience think negatively about your business, blocking those possibilities will ensure that your ad dollars are being spent effectively, while also safeguarding your reputation.

Note: You can also utilize Facebook's newly introduced 'Inventory Filter' to ensure your ads don't show up alongside certain types of content.

5. Double and Triple Check Your Demographics

It's possible to see up to a 1,000% change in your advertising cost if you serve ads to the wrong audience.

How well do you know your customer base? Are you tracking user statistics internally, or maybe using the Facebook tracking pixel as many of their best case studies do?

That data is gold. Age, location, gender, interests - all of these elements play into who you want to target. Know who your customer is first, target them second. Don't throw darts blindfolded - or you're literally throwing money away.

6. Use Lookalike Audiences

Lookalike audiences are one of the best tools you can use to grow your audience.

Don't believe me? Ask BionicGym, whose testing of lookalike audiences proved far more effective than interest-based targeting alone.

BionicGym Facebook campaign stats

Their case study shows the value of using the lookalike audience tool (as well as all of Facebook's other resources) to build an audience that's more likely to want to hear what you have to say.

Some of these strategies are pretty basic, but that said, let me ask you this - if you want to get healthy, what do you do? Everyone knows you eat right and exercise. You want to get better at something? Practice it deliberately.

Everyone knows this, but not everyone does it.

The same thing applies to Facebook advertising - you might know what to do, you might think some of this advice is somewhat basic. But are you doing it?

Don't let cash flow be the thing that brings down your eCommerce business, build it healthy and strong with Facebook advertising. Use these strategies and you'll be well on your way to having the capital you need for robust sales, both now and in future.

Facebook staff followed CNN camera crews to the bathroom over fears they would spy after the worst scandal in its history - Business Insider

Posted: 16 Apr 2019 05:43 AM PDT

A bombshell report from Wired investigating 15 months of hell for Facebook reveals how the company reacted to the news of the Cambridge Analytica privacy scandal in March 2018.

According to Wired's report, published Tuesday, Facebook descended into chaos after a former Cambridge Analytica employee, Christopher Wylie, blew the whistle on a data breach that Facebook has said affected as many as 87 million users.

It took Facebook five days to respond to those reports.

"We had hundreds of reporters flooding our inboxes, and we had nothing to tell them," a member of the communications team at that time told Wired. "I remember walking to one of the cafeterias and overhearing other Facebookers say, 'Why aren't we saying anything? Why is nothing happening?'"

Read more: Instagram's cofounder worried that Mark Zuckerberg was behaving like Trump to get him to quit, blockbuster report reveals

Sheryl Sandberg, Facebook's chief operating officer, told Wired that "those five days were very, very long" and that the company's late response was a mistake.

Eventually, Facebook offered CNN a television interview with CEO Mark Zuckerberg. Wired said Facebook snubbed CBS and PBS and gave the interview to Laurie Segall, whom Facebook comms executives "trusted to be reasonably kind."

During the interview, Zuckerberg apologized to users for the first time:

But the company was still on edge — so much so that a communications official told Wired they were required to monitor the CNN camera crew members at all times, even when they went to the bathroom.

"The network's camera crews were treated like potential spies," Wired said.

Facebook did not immediately respond to Business Insider's request for comment but told Wired that this is not company protocol.

Segal said on Twitter that Facebook staff never actually followed her crew "into" the bathroom.

Many companies escort outside visitors wherever they go inside their offices, including the bathrooms. It's likely that's what Facebook's staff did with the CNN crew, waiting for the visitors outside the restrooms, but not actually accompanying them into the lavatory.

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