facebook-tests-tool-that-lets-users-transfer-photos-to-google-and-other-platforms

Facebook is testing a new tool that gives users the ability to move photos and videos between Facebook and other platforms, the company announced in a blog post on Monday. The test is initially rolling out with support for Google Photos, with other platforms to follow in the coming months

The move is part of the Data Transfer Project, a joint initiative among Facebook, Twitter, Google, and Microsoft aimed at making it easier to transfer data between online services.

Why we should care

The initiative underscores Facebook’s effort to give users more data portability, but brands can benefit from this change, too. For social marketers, the new tool will be a welcome convenience with the ability to bulk transfer media, rather than manually saving and re-uploading assets one-by-one.

Many smaller businesses use the Facebook Photos feature as a media storage hub, much like a free DAM. Those teams, in particular, will be able to take advantage of the tool to cut down on the time and effort it takes to move assets between platforms. Additionally, the bulk transfer tool could provide a more user-friendly way to organize and archive media between channels with far less effort.

More on the news

  • The tool will first be available to users in Ireland and will be refined based on user feedback, with plans to roll out globally in the first half of 2020.
  • With privacy top-of-mind, Facebook said the media transfer process will use encryption and password authorization before a transfer can take place.


About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



After much bluster and a snowy Halloween (for some of us, at least!) Holiday 2019 is here, and I’m sure that many of you are working through strategies to maximize your campaign performance while also maintaining your sanity. To that end, I’d like to remind you of a few features available within Facebook Ads Manager: Dynamic Creative Optimization, Campaign Budget Optimization and Automated Rules.

Dynamic Creative Optimization (DCO) is part of Facebook’s “Power 5,” which collectively are optimization features that allow advertisers to scale growth efficiently. Implementing DCO during this busy season means that you can continue to test into messaging and creative concepts while ensuring stable performance by keeping your hero creatives/messaging enabled. If you would like to test into DCO right now, a few things that you can think about to develop your creative tests are:

  • What type of promo messaging do my customers like to see? Percentage discounts? Monetary discounts?
  • Does holiday-specific creative convert my customers best? How does that stack up compared to non-holiday creative this time of the year?

Campaign Budget Optimization (CBO) is also a “Power 5” optimization feature, which allows you to allocate budget to top-performing ad sets within your campaign dynamically. While a controversial feature (some advertisers have reported drops in conversion volume and increased costs after implementing CBO), I’ve found that opting into this optimization feature can deliver some pretty fantastic results for clients. The key when turning the key on CBO is to:

  • Keep your daily budget high enough so that your ad sets can get out of the learning phase within the seven-day optimization window
  • Group “like” audiences together – this means keeping lookalikes within one campaign, interests within another campaign, etc.

Automated Rules have been available within the platform for some time, but I’m still surprised by the relatively few advertisers who use this tool regularly. As a refresher, automated rules can “automatically check your campaigns, ad sets and ads, and then update or notify you of any changes. In addition to these automatic checks and notifications, the tool will also take the necessary actions for you.”

As a hand’s on advertiser, this means that you can create a series of rules to ensure that when you’re not online, your campaigns are still at optimum performance and delivering the right message to the right user. Ways that you can implement these rules include:

  • Enabling and pausing time-sensitive promotions 
  • Increasing/decreasing budgets based on ROAS/CTR/CPA
  • Pausing ads based on performance
  • Adjust audience bids during high-demand times

In short, embracing automation will be key to maximizing Q4 performance, which will give you more time for both 2020 strategic planning, and eggnog with the family by the fire. Happy Holidays!

More about retail for the winter holidays


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Zenia is an account lead for 3Q Digital, where she develops strategy and manages paid media for clients in a wide range of verticals. While she is knowledgeable in all aspects of digital marketing, her passion is in paid social marketing. She has contributed to Search Engine Land, Marketing Land, and Marin, and has spoken at Janes of Digital, SMX Advanced and SMX East.



Facebook has encountered serious backlash for the way it’s chosen to go about dealing with political ads – in some cases allowing ones that purposefully told blatant lies. Zuckerberg has fallen back on the ‘free speech’ argument, implying it’s not the company’s role to dictate which ads run on the platform. Many aren’t buying it.

Since recent attacks on Facebook, Snapchat has verified it will fact-checks ads while Google imposed strict limits on ad targeting, and Twitter banned political ads altogether.

Now it appears Facebook is finally relenting. Well, a little bit anyway. According to a Wall Street Journal report, sources within the company say the social network is considering increasing the minimum ad target size from just 100 people to a few thousand.

This may not seem like much, but it could have a significant effect on how precisely ads can target specific demographics, theoretically limiting their effectiveness. The company is reportedly seeking feedback from major Republican and Democratic ad buyers about the new minimum, as well as other ways to change its policy. Unsurprisingly, the discussions picked up after Zuckerberg testified in front of Congress in October.

When asked for comment, a Facebook spokesperson simply told the WSJ “as we’ve said, we are looking at different ways we might refine our approach to political ads.” With the 2020 primaries coming up in a few months, that refinement can’t come soon enough.

facebook-to-pull-location-from-ad-set-when-creating-new-lookalike-audiences

Facebook is testing the removal of the location field that advertisers use to create Lookealike audiences –  Facebook’s tool for reaching new audiences based on how they compare to existing customers. In the test, Lookalike audiences use locations from ad sets – eliminating one extra step in the targeting setup process.

The update, which appears to still be either in beta or rolling out, was spotted by Duane Brown, who heads digital agency Take Some Risk, this week.

What to know about the update. When creating new lookalike lists, advertisers will see a notification stating that lookalike audiences now use the locations from your ad sets. Facebook will make copies of existing lookalikes with the locations removed to use in future campaigns. Active campaigns with previously created lookalike audiences will continue to run as normal.

Lookalike audiences ad set locations test in Facebook
A notice about the feature spotted by Duane Brown in Facebook Ads Manager.

Why we should care. For brands that target audiences across multiple geographic locations, inputting locations to build a lookalike audience can be a time-consuming and duplicative effort. Pulling location data from ad sets can help advertisers speed up the Lookalike setup process and reduce the potential of missing a key target location.



About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



facebook-rolls-out-new-brand-safety-tools-for-publishers,-creators-and-advertisers

Following waves of criticism for its political ad policies, Facebook has launched a new set of tools designed to bring transparency and brand safety to the forefront. These include:

Streamlining access to controls. Now, in Business Manager and Ads Manager, advertisers will be able to create blocklists, obtain delivery reports, and set inventory filters at the account-level, rather than applying it one campaign at a time.

Improved delivery reports. The more robust reports allow advertisers to search by account ID or publisher without having to download it. Facebook said it will soon be adding content-level information to the delivery report.

New brand safety partner. Contextual data company Zefr is Facebook’s newest safety partner, joining alongside the ranks of DoubleVerify, Integral Ad Science, and OpenSlate to help ensure the brand safety controls and tools can continue to serve advertisers’ needs.

Dynamic content sets. Facebook is testing in-stream placements that use a content-level white listing tool for advertisers working with Integral Ad Science, OpenSlate, and Zefr. This initial test allows brands to routinely update and adjust the videos available to advertisers based on what works best for the brand.

Publisher White Lists. The company said it’s also testing white lists for advertisers in the Audience Network and with in-stream ads, allowing advertisers to white-list certain publishers for ad placement. Facebook said it plans to roll out the tool more broadly next year.

Why we should care. Facebook has generated concern about its decision not to fact-check political ads as well as the content and news sources that will be featured in the dedicated news section it is testing. The new set of brand safety tools are an attempt give advertisers added controls over how, where, and in what publisher inventory their ads may appear in in-stream and Instant Articles on Facebook or via the Audience Network. These controls add to earlier brand safety initiatives.



About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



facebook-releases-several-ad-personalization-capabilities

Facebook is bringing more machine learning-driven capabilities to its ads platform to improve personalization, the company announced this week.

Dynamic formats and ad creative for Dynamic Ads. Advertisers will now be able to automatically serve different ad formats to audiences based on the machine learning model’s prediction of a user’s format preference. Campaign managers can access this capability from the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.

“The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it,” Facebook said.

Multiple text optimization in single-media ads. As we reported last month, Facebook has also rolled out a responsive ad feature that allows advertisers to input multiple text options for the primary text, headline and description fields when building single-media ads for traffic, app installs, and conversions objectives. Facebook said it uses this data to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by its machine learning models.

Auto-translated languages for single-media ads. In Ads Manager, advertisers can now add different languages to be auto-translated for international audiences. By automatically producing translations for key languages, this feature can help speed up the campaign setup process while still giving advertisers control over the review process.

Why we should care. For smaller organizations, creating highly personalized content can be challenging if time and resources are limited. By leveraging machine learning to dynamically select ad formats, creative, and text on the ad impression-level, advertisers can more efficiently deliver campaigns that reach the right audience, at the right time, with less effort.

More on the news. Facebook machine learning blends data from its platform with target audience insights in order to predict which people might be most receptive to a brand’s message. As people take different actions on and off Facebook, the company explained, intent signals are created to help achieve a more one-to-one experience for consumers served with both organic and paid content. Facebook said it’s committed to its investment in prediction models that can help build stronger business outcomes and better digital experiences for customers.

In a test of 12 e-commerce and retail advertisers, Facebook reported that dynamic formats and dynamic ad creative outperformed carousel-only ads in driving lift across content views, add-to-cart, purchases, and sales. Facebook said the showed an average of 34% improvement in incremental ROAS, 10% improvement in lift and 6% lower cost per incremental purchase, compared to carousel-only ads.



About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



facebook-is-quietly-testing-an-instagram-feed-like-feature

Facebook is trying to really hard to tell people it owns Instagram and WhatsApp. Earlier this month, the company introduced new branding for all of its apps. On Wednesday, it introduced Facebook Pay, a service that’ll work across all apps. Now, it’s testing an Instagram feed-like feature in its main app.

A report by TechCrunch suggests the social network tested a feature called ‘Popular Photos’ in its app last month. Currently, if you tap on a photo from the news feed, and swipe down you’re redirected back to your feed. However, with this new feature, you can tap on “See more photos” and keep scrolling down.

Popular Photos also truncates the caption after 65 characters – as compared to 125 characters in the Instagram feed.

Credit: TechCrunch

Facebook confirmed to TechCrunch it was running a small test and it has now concluded. The company will make changes to the feature and run updated tests in the future.

At the moment it’s not clear what features it’ll include in future versions or when it’ll roll out. We’ve asked Facebook for more details, and we’ll update the story if we hear back.

The social network already offers endless scrolling of related videos through the news feed. For instance, if you tap on a sports-related video, Facebook will show you more sports-related videos as you scroll down.

A report by eMarketer published in May suggests time spent on the Facebook app by the US-based users has declined over time. So while the Popular Photo feature resembles Instagram’s feed, Facebook might be just trying to increase visual elements on its app in order to lure people to spend more time on it.

Read next:

CHEAP: Dance to the rhythm of your own Beats with $170 off the Solo3

facebook-isn?t-just-allowing-lies,-it?s-prioritizing-them

By refusing to stay out of politics, the company is building the case for its own breakup.

Tim Wu

Mr. Wu is a law professor at Columbia.

Credit…Eric Thayer for The New York Times

“First, do no harm,” a doctrine typically associated with the practice of medicine, is the right ethic when it comes to decisions surrounding Silicon Valley’s paid promotion technologies and their effects on elections and democracy. A desire to avoid harm — in particular, the spread of misinformation — is part of what persuaded Twitter’s chief executive, Jack Dorsey, to announce that his company will no longer run political ads. And Twitter is not alone: LinkedIn, Pinterest, Microsoft and Twitch also refuse political ads, while Google accepts them in some states but not others.

Facebook is now the outlier, and it is increasingly hard to understand why it is insisting on accepting not only political advertising, but even deliberate and malicious lies if they are in the form of paid advertisements. Given how much can go wrong — and has gone wrong — the question everyone is asking is: Why does Facebook think it needs to be in this game? Naïveté is at this point the most flattering explanation.

It isn’t, as some think, just about making money, for as a revenue source, the money at stake is minor. But the money does matter, in a different way. Paying for promotion is how, on social media, some speakers gain priority over others. This creates an advantage unrelated to actual popularity. Paired with the freedom to lie, the effect is to give political lies and paid misinformation campaigns a twisted advantage over other forms of election speech (like “the news.”) Even as Facebook’s “integrity” teams try to stamp out other forms of deception, paid promotions gain access to the full power of Facebook’s tools of microtargeting, its machine learning and its unrivaled collection of private information, all to maximize the influence of blatant falsehoods. What could possibly go wrong?

If the idea of prioritizing lies over truth doesn’t sound very appealing, Facebook’s defenses of its policy are almost their own misinformation campaign. Nick Clegg, Facebook’s vice president for global affairs and communications, has suggested that Facebook sees itself as providing the “tennis court” where politicians play the game of politics. But tennis actually has strict rules; Facebook has embraced, instead, the norms of a fighting cage. More important, Mr. Clegg is hiding the more fundamental question: Who ever said Facebook needed be the tennis court in the first place?

Facebook, which for years has declared it is not a media company, is now asserting that it is a medium necessary to a fair electoral process. That’s the implication of the tennis analogy, and also of Mr. Zuckerberg’s favorite defense of his policy, that Facebook must run political advertisements, even blatant lies, to help political challengers take on incumbents. Having personally run on a ticket against an incumbent, I am sympathetic to measures that might level the playing field. But not only is there no evidence to back Facebook’s assertions, there are many other, more obvious and less dangerous ways to fight the advantages of incumbency, like the public matching of campaign donations. It is ludicrous to suggest that allowing paid political lies online is what’s really necessary to help out the little guys.

So strange is the policy, so confusing even to Facebook’s own employees, perhaps it really is nothing more than an effort to placate Facebook’s conservative critics — giving Mr. Zuckerberg space to loudly declare that he maintains a fair and balanced policy when it comes to political speech. Leave aside that this is unlikely to mollify mainstream conservatives, whose real concern is that Facebook’s filtering of hate speech will enshrine “political correctness.” It is the effort to mollify itself that should raise red flags.

What we are learning is that Facebook can, by tinkering with its rules for political ads, give itself a special, unregulated power over elections. Just that possibility gives Facebook political leverage and politicians reasons to want leverage over Facebook. And we are speaking not of the local television station, which is bad enough, but the nation’s dominant social network, creating the kind of monopoly influence over politics that the framers of the Sherman antitrust law were concerned about. By refusing to stay out, Facebook is in effect building the case for its own breakup.

It is a dangerous game, with enormous potential for corruption, which is why Mr. Dorsey and most of the rest of Silicon Valley are right to steer as far clear as they can. It may well be that Silicon Valley one day studies its role in elections and comes up with some kind of salutary town hall of the future. But false neutrality is worse than nothing. Lacking any certainty that they can do more good than harm, both Facebook and Google need to get out.

Tim Wu (@superwuster) is a law professor at Columbia, a contributing opinion writer and the author, most recently, of “The Curse of Bigness: Antitrust in the New Gilded Age.”

The Times is committed to publishing a diversity of letters to the editor. We’d like to hear what you think about this or any of our articles. Here are some tips. And here’s our email: letters@nytimes.com.

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facebook-rolls-out-new-corporate-logo-that-will-appear-with-all-of-its-brands

Facebook introduced a new corporate logo Monday that will soon appear across its products.

The plain all-caps logo has been “designed for clarity” to help differentiate the corporate entity from the social networking app, Facebook CMO Antonio Lucio said. Facebook the brand will still be indicated by its familiar blue and white lower-case “f” and “facebook”.

The corporate logo also will be added to Facebook-owned services and platforms, including Messenger, Instagram, WhatsApp, Oculus, Workplace, Portal, and Calibra. Facebook first announced the branding plan in August.

Why we should care. While marketers understand the full breadth of Facebook’s portfolio, surveys indicate that many consumers do not know that Facebook owns Instagram or WhatsApp, for example. With Facebook’s less-than-sparkling reputation, it’s an interesting choice to make the connection clearer to consumers. The company isn’t shying away from its dominance, though, even with (or in spite of) mounting antitrust scrutiny.

As Facebook moves to enmesh the backends of its apps with encryption, it has also been building more options for advertisers to enable advertisers to reach users across Facebook, Instagram, WhatsApp and Messenger through the single Ads Manager hub. Advertisers we spoke to in August had mixed reactions about the branding move but let’s note the company’s reputational woes have yet to dent its advertising revenues.



About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



facebook-to-limit-number-of-ads-pages-can-run-simultaneously

Facebook announced on Thursday that it will be implementing a limit on the number of ads a Page can run at the same time. To prepare advertisers for the limitations, coming mid-next year, the company is releasing a new version of its Marketing API that includes an Ad Volume API to show the volume of ads running or in review in an ad account.

The company said it will share more details about the limits early next year. Currently, the Ad Volume API will show how many ads a Page is running across accounts, and in the future, will include how many ads a Page is permitted to use.

Why we should care

Facebook said future ad limits will only affect a small percentage of advertisers. You’ll have a better sense of whether you’ll be impacted when Facebook releases additional details. The change will not go into effect until mid-2020.

“We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the learning phase and more budget it spent before the delivery system can optimize and ad’s performance,” the company said.

Since the roll out isn’t scheduled until mid-2020, advertisers should have plenty of time to use the new Ad Volume API and adjust campaigns based on the guidance Facebook releases early next year.

More on the news



About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.