Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

The Fair Housing Act is a big deal. Born in 1968, it protects all people in the United States from discrimination in all facets of private and public housing. Fair, certainly, but when it comes to highly-targeted social ads, it can be difficult to know where to draw the line. Facebook learned the hard way, and after receiving a discrimination charge from the Department of Housing and Urban Development, they’ve had to course-correct some of the publicly-available targeting options for real estate advertisers.

Before we explore the changes Facebook has made to remain compliant with Fair Housing, let’s first agree on who the changes are impacting. While it may seem obvious, it’s important to understand how Facebook actually defines real estate advertising. The social giant now refers to it as a Special Ad Category titled “Housing Opportunity or Related Service.” According to Facebook, “Housing Opportunity or Related Service” is defined as “ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, and home equity or appraisal services”.

According to the Fair Housing Act, it is unlawful to publish advertisements in any media or outlet “that indicate a preference, limitation, or discrimination because of race, color, religion, sex, disability, familial status, or national origin.” But our society has changed dramatically since 1968, including how we advertise for the greatest impact. This shift to highly-targeted social advertising spurred the Department of Housing and Urban Development together with Facebook to release new advertising policies for all real estate campaigns across the Facebook family of apps to ensure equal treatment among those searching for housing. 

Specific to real estate advertising, Facebook has banned the following targeting parameters:

  • Age & Gender targeting
  • The following Location Types: Zip Codes, Subcities, Neighborhoods, Metro Areas / DMAs, and Electoral Districts. 
  • Radius of less than 15 miles around Cities or Addresses
  • Location Exclusion targeting
  • Interest Exclusion targeting
  • Demographics and Behavior targeting
  • Use of Lookalike Audiences (which have been replaced by the newly-created Audiences for Special Ad Categories)

Besides the inability to select those targeting options, Facebook also requires real estate advertisers to designate that they are advertising a housing-related ad and certify they will comply with Facebook policies. 

Our expertise and dedication in the Real Estate advertising sphere and our close relationship with Facebook has given us a leg up in understanding the requirements so we can help ensure agents aren’t able to (inadvertently or otherwise) skew their advertising too much into, or out of, certain geographic areas. Tiger Pistol proactively rolled out these diminished targeting guidelines in our advertising prior to the deadline to stay ahead of the curve. In partnership with Facebook, we’re continuously evolving to ensure our clients’ agents are in compliance with Facebook Advertising rules and regulations when it comes to advertising real estate, optimizing our Platform so that Real Estate ads published via Tiger Pistol comply with Facebook’s policies.

Ready to provide your agents with the industry-leading, best-practice social advertising platform? Learn More

How High-Volume Advertisers Benefit from Facebook’s New Parent/Child Business Manager Structure

Facebook recently introduced a new Business Manager structure, formally called 2-Tier and informally known as “Parent/Child” that will improve the customer ads management experience for high-volume resellers, agencies, and multi-location brands. Tiger Pistol is happy to announce full support of this capability, a further enhancement to our platform and tools that enable high volume, high-scale publishing and management of Facebook and Instagram campaigns.

The Old Way

Before the “Parent/Child” structure, enterprises who published high volumes of ads on Facebook on behalf of SMBs or locations were required to create Ad Accounts in their Business Manager for each advertiser. This is known as the 1-Tier Business Manager structure.

The Old Way

In a typical setup for a brand, agency, or SMB reseller who is publishing Facebook Ads on behalf of their locations or customers, each customer has their own Facebook Ad Account within the brand, SMB reseller, or agency’s primary Business Manager. All Advertiser Pages are shared with the single Business Manager. A single System User manages all Ad Accounts and Pages within the Business Manager.

There are several limitations of the 1-Tier structure which introduced friction into the ability of high-volume SMB resellers, agencies with multi-location customers, or large multi-location brands to scale their social advertising to hundreds, thousands, or tens of thousands of locations. The limitations include:

  • There is one system user under the Business Manager with access to all of  the pages and ad accounts. This means that there is a single point of failure, and if the system-user’s access token was compromised, all ad accounts would be compromised.
  • The same one system-user has access to all the pages, which means that if the system-user was blocked due to scale issues or policy violations, it would affect all ad accounts.
  • There is a limit on how many ad accounts a Business Manager can have, as a matter of Facebook policy. Once the limit is reached, it is a manual process to ask Facebook for permission to increase the limit. Typically, new Business Managers have a limit of 1 or 5 ad accounts, and increases are granted in relatively small allotments. This is a major inhibitor for a high-growth, high-volume Facebook Ads reseller, agency, or multi-location brand.
  • If a certain number of ad accounts are blocked for policy violations under a Business Manager, it blocks the entire Business Manager or its system-user. Because there are some assets that live at the Business Manager level, all of your clients’ assets are present at the Business Manager level. This, in turn, means that you must track which Pixel/Custom Audience/Product Catalog belongs to which user.

The Parent/Child Solution

Facebook’s new 2-Tier structure provides an answer to the limitations of the 1-Tier structure. The new Business Manager structure is only available through Facebook Marketing Partners, like Tiger Pistol, who utilize Facebook’s API’s (Application Programming Interfaces) to automate and simplify campaign management.

The New Way

The new structure introduces a unique “Child” Business Manager for each Advertiser, with the Advertiser’s page shared into that Child Business Manager. The Child Business Managers are independently managed and operate in isolation from each other.

The benefits of the 2-Tier Structure include:

  • There is no limit on the number of Child Business Managers, so high-volume SMB resellers, agencies, and multi-location brands can seamlessly scale their Facebook campaigns to an infinite number of locations without any manual work.
  • All location assets are housed and managed within their respective Child Business Managers, including their Business Pages. This helps to organize assets more efficiently.
  • Ad Accounts or Campaigns that are blocked for policy violations are insulated within their Child Business Managers, so no impact is felt by other clients.

There are some important considerations when moving to the new 2-Tier Structure. Most importantly, only Facebook Marketing Partners with programmatic access to Facebook publishing tools can implement the structure and provide you with access to Child Business Managers. Tiger Pistol makes this process seamless and easy with our simplified and intuitive user interface.  

For more information about how you can scale your Facebook Ads Reseller program or unlock high growth for your multi-location business, please contact Tiger Pistol and ask us about whether the 2-Tier, or “Parent/Child” Business Manager, is right for you.

A Team that Cooks Together Stays Together

A few weeks ago, the Tiger Pistol team took their talents out of the office and into the kitchen for a team bonding activity. The staff split into six different teams, each representing a cross-section of our departments and lead by a professional chef. Each team was in charge of making a part of a three-course meal, and with two teams assigned to each course, friendly competition ensued. 

 I loved the company event because we were able to mingle with stakeholders from every part of the business, not just the individuals we work with on a daily basis,” said Amy Abell, Tiger Pistol Client Manager.

After meal prep, the team dined together, sharing and laughing together over what worked and what didn’t with their recipe experiments.  

“It was such a fun and unique work gathering,” said Chris Mayer, Tiger Pistol Project Manager, Solutions. “It really showed a lot of care on the part of our leadership to host this private cooking event complete with culinary tips and tricks we can use at home. Everyone had a great time and it was definitely a memorable event.”

What Facebook’s Second Wave of Data Privacy Tools Mean for Advertisers

In a post-Cambridge Analytica world, Facebook continuously strives to showcase their dedication and commitment to giving users more control and transparency over data that is shared with the social media platform. Shortly before the F8 Conference in Spring 2018, Facebook announced a new ‘Clear History’ feature that would give users control of their data, allowing them to disconnect the information third-party websites and apps share with Facebook.

Fast forward to August 2019, Facebook finally rolled out the ‘Clear History’ feature, now known as the ‘Off-Facebook Activity Tool’. This tool will show users a summary of the apps and websites that have shared their user data with Facebook, and gives users the opportunity to control what information, if any, is shared with these websites. According to Facebook, they “won’t know which websites you visited or what you did there, and won’t use any of the data you disconnect to target ads to you on Facebook, Instagram or Messenger.” There is one caveat – even though Facebook will allow users to decide what they share, it will not prevent Facebook from collecting or storing the information. Chief Privacy Officer Erin Egan describes the functionality and use case best:

“Imagine a clothing website wants to show ads to people who are interested in a new style of shoes. They can send Facebook information saying someone on a particular device looked at those shoes. If that device information matches someone’s Facebook account, we can show ads about those shoes to that person.”

Image source: Facebook Newsroom

With the new tool, users will have three options to clear or restrict specific information from their accounts:

  1. Summary view of the data apps and websites have chosen to send to Facebook
  2. Disconnect this information from your account
  3. Disconnect future off-Facebook activity from your account. This will be available for all of a user’s off-Facebook activity or just specific websites/apps.

This update will give users more visibility into what is happening with their data but will likely impact the way this data is aggregated. As advertisers, it’s important for us to understand how to prepare for the impact, as well as keep these updates top of mind as we head into the second half of the year.

  1. As mentioned, this will impact the data available to advertisers. If a user decides to disconnect their off-Facebook activity, the data from those sites won’t be used for targeting. Facebook’s pixel or custom audiences built from website visitors or custom lists won’t be available to reach users with ads.
  2. Facebook’s measurement and reporting tools will continue to provide the same level of data, as it was built to protect a user’s identity. They do not anticipate any changes will come for the data analytics tools.
  3. Targeting basics are still available, and they really work! While some targeting parameters were removed in October 2018, demographic, behavior and interest targeting is still an easy way to make sure your ads are being seen by people that fit in your target audience.
  4. Continue to connect, not only in person but on Facebook too! Targeting those connected to your Facebook Page will keep your Page Fans engaged with your content.

Facebook says they will continue to find ways to improve the level of transparency for users and their profiles. Change is hard, especially when it comes to new features or policies and ensuring that you are ready for the downstream effects of how these changes will impact your advertising ability.

Note: Facebook has made this tool available to people in Ireland, South Korea, and Spain and will continue to roll out to everyone throughout the end of the year.

Here at Tiger Pistol, we live and breathe Facebook Advertising. Keep up-to-date on the latest social advertising news by following us on Twitter, Facebook, or LinkedIn.

How Value-Added Resellers and Agencies Can Start Selling Social Advertising Profitably

With Facebook SMB ad spend continuing to grow year on year, social media has become an established channel in the SMB market. The unique qualities of social advertising present new challenges for digital agencies and service providers for SMBs, particularly the question of how to fulfill social ads both at scale and cost-effectively.

Unlike search PPC advertising, which requires mostly keywords and a simple sentence of ad copy, social advertising mimics traditional advertising by requiring rich media content and copy variation that’s built upon acquisition strategies to delve deeper than simply “X person is searching for Y.”

With these advanced needs, digital service providers, whom serve thousands of advertisers with small core operations teams, must have ready access to scalable fulfillment operations. Many turn to ad-tech providers to enable the operational efficiency required for a scaled social advertising solution.

Tiger Pistol enables scale for digital agencies through an innovative approach to social ad fulfillment. When you combine turnkey solutions with smart automation, it becomes simple for any agency, large or small, to build a social ads program that is both profitable for them and their clients.

The first element that is key to scale is end-advertiser on-boarding. With the ability to integrate with CRMs, customer records are easily translated into the Tiger Pistol Platform. We also make managing communication with end-advertisers easy with automated emails available for every step of the social advertising experience, from acquiring page permissions and providing reporting dashboards to even delivering leads. With these tools, on-boarding end-advertisers really can be no-touch through Tiger Pistol.

When it comes to ad fulfillment, the platform enables an operational framework that is as efficient as it is scalable. Like standing up a search PPC campaign, which typically involves 15 minutes of keyword selection and some light copywriting, Tiger Pistol takes a similar approach with our customer libraries.

 

Our Platform’s campaign library model allows for simple and quick one-time on-boarding to enable SMBs to advertise on Facebook effectively. With a set of clear Ad Objectives that are curated based on SMB needs (Traffic, Leads, Awareness, or Offers), campaign assets are organized into four libraries Audience, Media, Copy, and Call-to-Action and tailored to the chosen objective. Digital agencies can simply upload a set of campaign images, write copy variants, create audiences and then let Tiger Pistol’s smart automation do the rest of the work.

To ensure campaigns continuously drive the best performance, Tiger Pistol automates A/B testing. Not only does this reduce ad fatigue by creating fresh campaigns every month, it allows our machine learning to make performance-driven decisions to improve ad performance over time. It is in this way that a simple, a sub-15 minute campaign build process provides agencies the ability to manage thousands of end-advertisers cost efficiently. While being able to bring to market a social offering with all the benefits of a traditional marketing agency – customization, A/B testing, and performance-driven optimization.

Ready to simplify your social advertising and enable local activation at global scale? Contact Tiger Pistol today! 

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation.

Tiger Pistol Announces Executive Leadership Additions, Digital Innovator Paul Elliott Named CEO

Talent additions and organizational restructure support Tiger Pistol’s rapid growth and reflect significant investments in product development, client service, and business operations.

Tiger Pistol, Inc., the only social advertising platform that delivers local activation at global scale, recently announced a series of strategic leadership moves that align the talent and experience required to guide the next phases of aggressive growth and innovation.

Paul Elliott joins Tiger Pistol as Chief Executive Officer, following the strategic investment by Next Sparc, a Cleveland, Ohio-based private investment firm. Elliott replaces Tiger Pistol co-founder Steve Hibberd, who will continue on the board of advisors in an active role supporting Elliott and the leadership team.

Previously, as President of BrandMuscle, a national-to-local software and services company, Elliott was responsible for innovating, enhancing, and delivering the future of BrandMuscle’s integrated marketing platform. He has also held senior leadership positions in several large digital agencies, and successfully built and sold his search engine marketing agency, which ultimately became part of Razorfish. Prior to starting his agency, Elliott served as the Director of Digital Marketing for the specialty retailer, Things Remembered, and began his career as a business process consultant with IBM.

“Before joining Tiger Pistol, I had the phenomenal opportunity to experience the business through the lens of a customer,” said Elliott. “In my prior role, we engaged Tiger Pistol to help us solve a real challenge that was impacting our ability to profitably grow and scale our social advertising offering. Through our partnership with Tiger Pistol, we completely eliminated the obstacles that were inhibiting our growth in this channel. As I learned and experienced more from Tiger Pistol, I saw an innovative, entrepreneurial, smart, and scrappy team and culture that I realized I had to be part of. With additional support and investment, I knew this company could be an even more valuable partner to Facebook and our clients, unlocking the value and efficiency of social advertising at scale for global brands, resellers, and agencies.”

“Paul is one of the brightest minds in digital advertising, and I’m fortunate to have worked with him in different capacities for nearly 20 years.” said Leonard Pagon, Chairman and CEO, Next Sparc, Inc. “I was actively looking for the chance to work together again, and the Tiger Pistol opportunity, product offering, and situation is the perfect fit for Paul’s unique experience and entrepreneurial leadership.”

In addition, Reid Sheppard joins Tiger Pistol as Senior Vice President, Engineering. Sheppard has nearly two decades of experience leading teams in developing and implementing complex technology solutions and systems. Prior to Tiger Pistol, Sheppard served as Vice President, Technology at Robots and Pencils, a global digital innovation firm; Senior Technology Manager at OverDrive, Inc, where he was responsible for the delivery and support of mobile applications for virtual libraries; and Senior Application Development Manager at Progressive Insurance, where he was responsible for large-scale project delivery, complex system architecture, and internal capability advancement. Reid’s skills include agile methodologies, test automation, Android development, and the software development life cycle.

Since acquiring the business in Q1 2019, investment in talent has been a key theme. To complement its outstanding existing team members, Tiger Pistol has added nearly twenty-five key resources to the business, including additional depth in engineering, quality assurance, client management and support, data and analytics, product management, finance, marketing, and talent management.

To further optimize the business, and enhance overall client delivery excellence and ongoing support, veteran Tiger Pistol team members Talia Wachtel and Casey Zaffin have been promoted to VP, Client Management – Brands and VP, Client Management – Resellers, respectively. Wachtel, who holds extensive experience working with national and global brands to generate meaningful business results from social advertising, will oversee the company’s client management and marketing services teams for Tiger Pistol’s enterprise brand clients. Zaffin, who holds more than a decade of experience in digital marketing automation, will oversee the company’s client management and marketing services teams for SMB reseller and agency clients.

To learn more about how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies request a demo today.

Shrimp and Social Advertising: The Unlikely Connection

“What’s with the shrimp?” A fair question. I mean, what could shrimp possibly have to do with local social advertising at global scale? Metaphorically speaking – absolutely everything.

The Tiger Pistol shrimp, just 5 cm full grown, possesses a powerful advantage. By snapping its one extra large claw, it creates an underwater shockwave, complete with a sonic boom and ripple effect so strong it emits light and reaches a temperature comparable to the face of the sun, stunning the Tiger Pistol’s prey for easy capture.

Just as simply (and effectively!), Tiger Pistol enables brands, resellers, and agencies to send shockwaves in their markets – spreading their reach, driving leads and foot traffic to their locations. We know it’s hard to navigate social advertising at scale, Tiger Pistol makes it as easy as a simple snap of a claw.

Tiger Pistol Named Digiday Tech Award Finalist

Tiger Pistol Inc., the only social advertising platform that delivers local activation at global scale, today announced that it has been named a finalist in the Digiday Technology Awards.

Tiger Pistol’s Social Advertising Automation Platform, purpose-built to overcome the challenges of locally-activating social advertising campaigns at scale, was selected as a finalist in the Best Social Media Tools/Platform category. The nomination was based on the remarkable results achieved for a global Fortune 500 consumer product client. Among other benefits, the client’s use of the platform to drive traffic to thousands of locations worldwide resulted in a 60 percent decrease in cost per thousand impressions (CPM) in comparison to the brand’s national advertising efforts, plus a +50 Net Promoter Score among locations that participated in the program.

“We are honored that Digiday has named Tiger Pistol among the best social media platforms in the market,” said Paul Elliott, Tiger Pistol CEO. “Time and again we see the meaningful impact of our platform in reducing advertising costs, while improving campaign effectiveness. The scalability and efficiency provided by our platform is a game-changing competitive advantage for even some of the largest brands in the world.”

Tiger Pistol’s platform creates, deploys, manages, and optimizes high-performing social ads at unprecedented scale, with more than 800,000 Facebook and Instagram campaigns published to date. Tiger Pistol’s first-of-its-kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation.

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide.

Winners will be announced at the Digiday Winter Awards Gala in November.

To learn more about how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies, contact us today!