Reprinted from cifnews
Translated by Tetiana Ohorodnyk
After witnessing a turbulent year of Facebook, it’s not surprising to find many companies have changed their advertising strategy to make sure it handles the user data in a proper way. According to the updated regulations, including European general data protection regulations, the platform is encouraged to remove specific third-party demographic targeting features such as household income and behavioral targeting.
In addition, the Social Media Center has implemented a series of procedures to prevent advertisers with customized target audiences from sharing user data without the user's consent. As a result, users now have the opportunity to opt out of ads that should not have their personal information.
Clearly, when increasing the advertising transparency, Facebook will be more determined about its position in protecting user data.
Now, all users can know which types of ads are associated with Facebook pages, thereby increasing accountability and making it more difficult for malicious advertisers to make vague promotions. On the other hand, advertisers who have been legally obtaining customer data will be more likely to continue their work, and such advertisers will benefit from the company's artificial intelligence improvements.
Although many marketers are excited about the above updates, the process of change not always goes smooth.
Because Facebook users can use certain options to refuse the viewing cumbersome advertising content, marketers will inevitably rely on custom ad audiences more often. Those who have been establishing customer groups, email subscription groups, website visitors and video viewers in the past, will be on a good wicket. However, the marketer will not get any benefit by simply building a custom audience action without optimizing the promotion plan. In fact, for the above reasons, 62% of Facebook ads failed to affect small businesses.
Another challenge for marketers stems from the "Info and Ads" tab at the top of the page. Now, users can see ads for all companies in one place, including ads running on Instagram and Messenger. This change means that all competitors in the market can closely monitor each other's campaigns and may mimic the ads of some successful companies.
Although it seems Facebook has made radical changes, this could only be the start. As current changes tend to stabilize, marketers should know the following four forecasting trends:
User will be the first priority
Facebook has always insisted on putting user experience and trust in the first place. From a regulatory perspective, Facebook has surpassed its requirements. This prioritization is not surprising, as advertising revenue is highly dependent on the size of the user base and whether the user has unwavering trust in what is seen in the application.
In the coming months, Facebook will measure the impact of its changes and refine its existing policies.
The motivation behind Facebook's adoption of these measures is to improve the end user's advertising experience. Facebook has a variety of ad serving options, however, it's usually better to open up all ad placements and let Facebook auto-optimize itself. Then, strategically participate and interact with the audience to promote. The average user is more willing to believe in content that is attractive and has significant social traces. To perform this type of action, the marketer can ask the user to tag a friend or comment on a post.
Facebook's algorithm is now more focused on post participation than ever before, hoping to provide better information for end users.
Listen to advertiser feedback
As advertisers struggle to keep up with the latest changes, Facebook will set aside time to stabilize its advertising platform. However, Facebook will not make major changes all at once and may try to find some small revenue points for the advertisers, such as better conversion tracking based on user groups.
Users need to be patient with Facebook's advertising platform. Updates often lead to ad manager failures and providing Facebook with feedback directly related to these issues will speed up the improvement process. It also allows better optimizing the platform for all advertisers. In addition, it's a good idea to keep a list of issues that are up to date with Facebook Business Manager. So when Facebook asks for feedback, you can refer to the list for comments.
Continue to improve conversion tracking
Measurable gains have been made in Facebook’s user-level tracking conversions. Both Facebook's pixel tracking and custom audiences have responded to these improvements. As a result, advertisers can understand the rate of return on ad spend more accurately. With this level of detail, Facebook will be the most important platform of user-level tracking conversions.
Optimize your conversions as much as possible while running your campaigns, and test multiple different conversion goals to see what works the best for you. Performing conversion optimization will not only let you track conversions happening on Facebook sites, but also give you a better understanding of your return on investment. As a result, you can create advanced remarketing campaigns and similar audiences by building pixel data and increasing the size of your custom audience.
Continue to crack down on false information
Facebook is stepping up efforts to combat misleading and false pages. In the first quarter of this year, Facebook has deleted nearly 600 million fake accounts. As the fight against false information campaigns continues to heat up, users will regain trust in the ads displayed in their feeds, so the conversion rate will slowly increase.
What marketers should do is verifying your promotional homepage via Facebook and let users know its authenticity.
The Facebook page has two types of verification badges: blue and gray. The blue badge shows that Facebook has confirmed that the page is authentic and belongs to a public figure, media company, brand or celebrity. The gray badge shows that the business or organization page is trustworthy.
Besides, in order to ensure that your ads are trustworthy, keep up to date with all the latest Facebook advertising rules and follow it. Don't hesitate to report any violations of the above rules.