Facebook Ads Newsletter #6

How diversity makes a difference in advertising, Facebook testing topic exclusion controls, and why Facebook is so upset over the iOS 14 update

Say what you want about Facebook, but they work hard to make advertisers happy. They understand where their money comes from and are constantly providing research and testing new tools to help us run more effective ads.

This is why it’s so important to stay up to date with the latest information. Facebook advertising isn’t just changing. It’s evolving and for the better. By keeping up with all the new advancements you’re arming yourself with new tools you can use to drive better results for yourself and your clients.

This week again shows how Facebook is working hard to provide us with new insights, as well as listening to our concerns and developing new features to help us do our jobs better.

With that said, in this newsletter, we’re going to cover some research that shows how diversity helps your advertising, Facebook’s testing of topic exclusion controls, and gain a little more insight into why Facebook is so upset with the latest iOS 14 update.

Image Credit: Search Engine Journal

Including Diversity in Your Ads Improves Your Results

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Diversity has been a prominent buzzword in advertising over the last few years. Everyone wants to make sure their ads represent everyone equally so no group is left out. We can all agree this is the right thing to do, but some recent research from Facebook shows that it’s actually beneficial for your sales as well.

When surveyed, 54% of consumers said they didn’t feel fully represented in online advertising, and 71% expected brands to promote diversity in their advertising.

It goes without saying that if someone doesn’t feel like they’re represented in your advertising they’re not going to buy from you. So, it makes sense that more diversity will equal better results, and the research backs that up.

After analyzing the results of 25 brand lift studies they found that campaigns with more diversity had higher ad recall rates amongst consumers. And in 90% of their simulations diversity was the key to improving ad recall.

The study also found that women are more likely to recall ads that feature women and men are more likely to recall ads that feature men. So, if you’re targeting a certain demographic make sure they’re featured in your advertising.

It’s not just a lack of diversity that’s the issue though. Misrepresentation is also a problem. According to the research, women are 14.1 times more likely than men to be shown in revealing clothing, and men are 2.4 times more likely than women to be presented as angry.

So, in addition to including diversity in your ads, you should also think about getting rid of these stereotypes and representing groups more accurately.

Facebook Testing Topic Exclusion Controls

Image Credit: Wordstream

Have you ever given any thought about what topics and posts your ads are appearing next to? For example, if you’re selling baby clothes you probably don’t want your ad to show up next to an ad for a horror movie.

A number of advertisers have raised concerns over this, and Facebook has listened. Starting in the next month or so the company will begin testing a new tool that will allow you to indicate certain topics that you don’t want your ads to appear next to.

Testing will take place with a small group of advertisers and is expecting to take up to a year to complete. So, it will likely be a while yet until we have access to this new feature, but it’s definitely exciting news.

The more tools advertisers have to optimize their ad placement the better, and you have to think this new feature will help drive better results.

When people see a post or ad they don’t like they quickly scroll past it, and there’s a good chance that if your ad is directly afterwards it could get scrolled past as well. Or if someone sees something that upsets them they’re probably less likely to click on your ad because they’re distracted.

I’ll be interested to hear about the results of their testing and look forward to trying out this new feature sometime in the future.

Facebook Insiders Reveal Why Company is so Upset About iOS 14 Update

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I’ve been talking a lot about the iOS 14 update and why it could potentially be an issue for Facebook advertising. The reasons are rather technical, so it’s understandable if you’re a little confused why Facebook is so upset about this.

In a recent article by CNBC, some former Facebook insiders shed some light on why the company is making such a big deal about this, so I thought I’d share some of what they had to say.

The source of contention is a unique device identifier on every Apple device called the IDFA. Facebook uses this ID to help target ads to users and estimate how effective they are. However, with the new iOS 14 update, any app that wants to use this kind of tracking will have to ask users to permit it. If a user decides to opt-out it will make ad tracking more difficult.

The primary metric this will impact is view-through conversions. This is when someone sees an ad, doesn’t immediately click on it, but later makes a purchase. Without IDFA tracking this data point is hard to pin down.

However, according to the insiders interviewed for this article, most small businesses won’t notice much of a difference. These types of campaigns require less targeting so in reality, most of us don’t need to worry about it.

And if you are concerned about not being able to track view-through conversions they recommend using Facebook Shops. If a sale happens on Facebook then IDFA tracking isn’t necessary to track this metric.

That’s all the news for this week. Thanks so much for reading and I’ll be back soon with another update!

Prakhar