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.

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.

Reinventing Advertising in the Age of Privacy

On May 14, 2019 Facebook announced a set of new changes that allow their users to take more control of “Off-Facebook Activity” tracking. This change effectively includes two new changes for advertisers. First, Facebook will now expose to end-users which organizations are utilizing Facebook tools to collect data on them. This is inclusive of, “a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK, and API.” In addition, Facebook is including a new feature to allow its users to opt-out of off-Facebook site tracking.

Facebook has had a difficult year with continual PR challenges related to privacy, starting with the news of Cambridge Analytica, a third-party firm that gained access to the private information of nearly 50 million Facebook users.1 This data was later sold and used in ad targeting. Facebook responded relatively swiftly and moved to block third-party data input into its Platform’s advertising tools.2 This also included the CEO of Facebook Mark Zuckerburg being called to testify before the US Congress on the data breach.3

It is clear that 2019 is very much the year of privacy, as Facebook is not alone in their efforts to improve their user privacy tools. Mozilla, recently announced new user data security features to be included in their upcoming updates to their popular ‘Firefox’ web browser.4 Google, who controls two-thirds of the global Internet browser market share through their browser Chrome, announced new security and data privacy features in April.5

For digital advertisers, the attempts of browser developers and social media platforms to reduce passive user tracking may sound scary. And the changes may bring some new challenges for those who never paid the issue any mind. For the most part though, the changes should not prevent social advertisers from being able to leverage user data. The new world just means they will have to collect the data more openly.

Let’s focus on Facebook’s reasoning more specifically and look to how we as advertisers can shift our approaches to ensure we can continue to deliver results for our clients;

1. Giving people transparency and control is good for businesses.

It’s hard to argue with this logic, Facebook itself is a prime example of how a lack of transparency and control can be bad for bottom lines. As advertisers, we should be open-sharing where our data comes from. At the end of the day, targeted ads see better engagement6 – suggesting most users don’t necessarily mind seeing ads for products they are genuinely interested in.

2.  We’re showing people how advertisers use our tools.

This does mean more exposure for advertisers, but it is in the same vein as transparency; advertisers who collect data openly and use it to target relevant consumers have nothing to hide in how they use it. This is another change that will likely only hurt the bad actors.

3. This feature may impact targeting.

When someone disconnects his/her off-Facebook activity, advertisers can no longer use the data they clear for targeting. While it is hard to prognosticate how many users will clear this data, it is perhaps the most concerning of all the changes. As it means it will be more difficult to passively track some users, as they now have a means to proactively opt-out.

However, there are still many tried and true means of collecting first-party data. For one, POS and customer loyalty data, which via outside collection (read: not tracked via website behavior), is still fair game, as is any other form of active data collection that consumers may have already opted into. So long as Facebook advertisers have access to this data, we still have a way into the most powerful of Facebook’s audience targeting tools: Lookalikes.

4. Measurement will remain intact.

We can all breathe easy. While we may have to adjust how we collect data, it’s just going to take putting more effort into transparency and outside sources. Facebook is still Facebook, and advertisers we will still be able to track ROAS on our lookalike, conversion, retargeting, and whatever other audiences we can come up with.

Whether we like it or not, the digital age is evolving to be more open and transparent. As advertisers, we share in the responsibility to evolve with the times to ensure we can continue to deliver meaningful results for our clients. Not only for our bottom lines, but most importantly the consumers we collectively serve.

Ready to simplify 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. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

1NY Times ‘Facebook and Cambridge Analytica: What You Need to Know as Fallout Widens’
2Techcrunch ‘Facebook will cut off access to third party data for ad targeting’
3The Guardian ‘The key moments from Mark Zuckerberg’s testimony to Congress’
4Forbes ‘Firefox Takes Aim At Google With A Bunch Of New Security Features’
5TechCrunch ‘What Chromes browsers changes mean for your privacy and security’
6Marketing Land ’10 Steps To Target And Connect With Potential Customers Effectively’

EVENT: Tiger Pistol Hosts “Women in Agile” Software Meetup

Join us for a “Women in Agile” software meetup on May 21, 2019 at 6:30PM at Tiger Pistol’s Austin headquarters, 200 E. 6th Street, Suite 200, Austin, TX, 78701.

Women in Agile is an international grassroots effort to get more women involved in the Agile community through blogging, speaking at events, and building a network among other women.

“This software meetup is not just for women,” said event organizer Kate Kolchier. “Men are welcome too. We welcome anyone at our events who is supportive of our mission.”

The meetup is hosted in unofficial conjunction with the Global Scrum Gathering, a conference of 1,000+ Scrum and Agile practitioners from across the globe who “come to-gather” for new ideas, community collaboration, and an opportunity to create essential connections.

“The conference is in town during our regularly scheduled Meetup night, and we thought we’d try something different and host a get together for all the cool Austin Agile ladies to hang out with the awesome Agile folks who are flying into town for the conference,” said Kolchier. “We appreciate Tiger Pistol’s venue sponsorship and are proud of their continued commitment to empowering others to build success, whether they are their customers to become more powerful in their social advertising or the agile community to become more powerful in the software world.”

RSVP to the Women in Agile’s Global Scrum Gathering – Unofficial, Super Casual Social Software Meetup by emailing event organizer Kate Kolchier now.  

Facebook Announces New Features to Get You Even Closer to Your Customers

Last week, we attended Facebook’s F8 Developers Conference, a future-focused event for developers that revealed new innovations to Facebook’s platform. These Platform and API enhancements will not only make commerce even easier for users on Facebook’s platform, but enable better attribution and tracking of return on advertising spend.

Facebook downplayed its “Town Square” style of community building from News Feed, with a lot more time spent on their efforts to build smaller community connections (Groups) and secure 1:1 communication (Messenger & WhatsApp). With this new focus on more intimate connections, there is an opportunity for businesses and advertisers to participate, particularly with innovations happening in Facebook’s messaging apps. Messenger in particular has had a complete technical overhaul, with the Messenger App start time being improved to become among the fastest of any comparative messaging application and the overall size of the app being reduced to under 30 MB.

The company also revealed that they’re focused on enabling commerce via messaging platforms, including the ability to send payments and book appointments via the Messenger API. For Instagram and retailer connections, Facebook announced an innovative way for consumers to discover new brands via Creators (known as Influencers on other ad platforms), allowing them to advertise products directly in the images of their posts using “Shopping Tags.” Consumers can click to buy tagged items seamlessly and without leaving the platform

All of these new offerings work to build a greater connection between humans and their technology, which means reaching customers and prospects on an even more personal level. The challenge is scaling these new offerings across locations or clients as a multi-location brand, value-added reseller or agency. Learn how Tiger Pistol turns complexity into simplicity, efficiently empowering you to build success with local activation at scale.

Matt Matthias is Director of Business Operations for Tiger Pistol. Sean Carroll is Product Manager for Tiger Pistol. 

Tiger Pistol’s Platform Business Acquired by Cleveland-based Next Sparc to Accelerate and Enhance Company Growth Trajectory

Tiger Pistol, the world’s #1 social advertising automation platform for local, headquartered in Austin, TX, was recently acquired by Next Sparc, a Cleveland-based private investment firm with significant experience and success with investments and strategic partnerships in the digital space. The company’s Australian operations will continue business as usual.

For nearly a decade, Tiger Pistol has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with more than 650,000 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 opportunity to deliver real business results via Facebook and broader digital media channels at the Local level is enormous, yet still in its infancy. We are supremely confident that with the experience and resources of Next Sparc behind the business, Tiger Pistol’s leadership position will be strengthened and the company will have the opportunity to realize its full potential.” said Steve Hibberd, Tiger Pistol co-founder.

“Tiger Pistol offers an attractive specialization with its local social advertising platform, and demand is skyrocketing due to the continual rise of social media and consumer screen time.” said Next Sparc Partner, Nathan Carmon. “Tiger Pistol’s partnership with Next Sparc offers the financial resources and additional expert abilities to shepherd in the next stage of company growth.”

“Social advertising is the fastest growing segment of digital ad spend, projected to grow at a greater than 30% compound annual growth rate to $242.7B by 2023,” said Len Pagon, CEO of Next Sparc. “With Facebook controlling more than 80% of the global market share of social media advertising spend, Tiger Pistol’s social advertising automation platform is uniquely positioned to take advantage of growth within the Facebook ecosystem (Facebook, Instagram, WhatsApp, Marketplace).”

Tiger Pistol’s social advertising automation platform is the dominant solution for multi-location marketers. The company’s customers span multiple industries, including real estate, financial services and insurance, consumer products, retail, restaurant and food service, and value-added resellers.

World’s First Complete Multi-Location Solution for Facebook & Instagram Advertising

As a Facebook Marketing Partner since 2013, we have been focused on driving meaningful results for local businesses for almost a decade. Our success in delivering and fulfilling social strategies for some of the world’s biggest brands has led to our new purpose-built location enablement features for centralized and decentralized brand networks, which were made available in our Platform on October 9th.

As the leader in local Facebook & Instagram advertising, we’re excited to announce that our clients now have access to an innovative set of features that empower multi-location brands to enable their networks with best-practice, brand approved, hyper-local campaigns. Brands are expected to spend over $33.8b on Facebook in 2018, and until now, there has been no real way for brands to realize and capitalize on the benefits of Facebooking advertising at a local level.

The updates come at a critical time as brands continue to shift their spend locally. “While the major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none offer the tools to activate or manage this at scale, especially for those with multiple locations” said Tiger Pistol advisor and former Facebook exec, Scott Hannan.

For the first time ever, brands can create and distribute Facebook & Instagram campaign templates to hundreds or thousands of locations, and can determine how much control individual locations have over ad content, duration and budget. “Brands want to take advantage of their networks and empower teams at this local level, which is why these tools are increasingly in demand and driving real results” Hannan stated.

We asked our CEO & Co-Founder, Steve Hibberd, why Tiger Pistol sees these new features as an important part of a location-led marketing strategy. “It’s clear that mar-tech has a long way to go to support the intricacies of franchise and decentralized brand networks and how they manage local advertising efforts”, Hibberd said, “and the good news is, we’re solving one piece of the puzzle – providing brands that are already spending millions of dollars on social, a more efficient, local-centric way to spend those budgets, resulting in better outcomes for brands, their locations and most importantly, their customers.”

The new Location Control features provide an easy way for corporatemanagement to define every aspect of the campaign, including objective, localized targeting, media and dynamic copy. From there, corporate can determine how much control each location has over changing the content of the campaign, from editing copy to selecting from pre-approved media or even uploading their own images and videos. New funding features enable corporate to determine whether they pay for the campaign spend from a centralized budget, if they want to allow the location to add budget to their campaigns, or require the location to pay for the campaign budget completely. Campaign templates are distributed in seconds and locations are automatically notified to take action.

“We continue to see a significant increase in results when brands shift their budget from broad awareness objectives to local direct-response ads. Asahi Premium Beverages, for instance, generated a 710% year-on-year increase in sales quantity via a local campaign strategy for the launch of Estrella Damm in select retailers”, said Troy Townsend, our CCO and Co-Founder. “We’re excited that we’ve been able leverage a decade of experience, our partnership with Facebook, and our integration with Yext, to build something that truly does enable our clients to drive better results, maintain brand consistency and collaborate with their locations.”

Email Us for more information or for a demo of our new features!

The Power of the Facebook Pixel

3rd party data has been a hot topic amongst the public and within the Facebook advertising industry in the last few months. In the wake of Cambridge Analytica, strengthening of privacy laws in the EU, and increased scrutiny from congress, Facebook has moved to restrict access to user data within its advertising platform. The message from Facebook is clear: the days of 3rd party data are over. In this new world, 1st party data reigns supreme.

The concept of “1st party data” is simple. It is data you as the end-advertiser collect on your own, with no reliance on a third party to obtain it. The Facebook Pixel is a simple and direct way for you to build audiences with 1st party data – i.e. your own web traffic. So while the prospect of data generation might sound scary to those in the SMB space, the pixel actually makes that data building quite easy. It requires very little technical know-how or effort to install. It’s as simple as copy/pasting 10 lines of code and waiting a few days for the Pixel to get some fires.

Facebook bills the Pixel as “a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.” Funnily enough, this tagline is actually in reverse order in how one should approach leveraging the Pixel. In practice, the order of operations best works like this:

1. Build

2. Optimize

3. Measure

From the moment you install the Facebook pixel on your website it begins tracking visitors and matches them to Facebook users. While website visitor data alone opens up its own set of tactics (e.g. remarketing via Paid Search), where the power of the Pixel truly manifests itself is through Lookalike Audiences. These audiences are created by Facebook hashing the website visitor data captured by the pixel and finding other users with similar attributes. It works out something like this:

The lookalike process is anonymized: you won’t know exactly what traits the hash aggregates, but that’s okay. The resulting Lookalike Audience generated will include users with similar characteristics whom have not yet visited the website. Put simply, Lookalike Audiences create an avenue to finding new customers.

For example, a golf related e-commerce website might have a lot of users visiting their website, who also like the PGA Tour Facebook Page, and/or are “interested in” golf. The Lookalike Audiences will account for this – Facebook will literally find more people who like the PGA Tour Facebook Page, are also “interested in” golf, and share similar traits and demographics as the website visitors.

Lookalikes are also available with Custom lists, provided your business has such information like name, email, and phone number stored for your customers or prospects. The Pixel is not only perfect for audience building, it also enables you to measure the success of your ad campaigns more effectively. Pixel tracking also let’s you track website behavior, such as ‘adds to cart’ or ‘newsletter signups’ and, if set-up correctly, can even provide a view on the dollar return of conversions.

If you’re skeptical about pasting the Pixel on your site, think again… The data speaks for itself:

  •  The sock e-commerce company Bombas saw a 2X increase in product purchases and a 23X increase in sales per ad set using Lookalike Audiences based on their most valuable customers.
  • When the fast food chain Rally’s and Checker’s added Lookalike Audiences to their targeting for it’s “1 Day Deal” campaign, it saw a 10% increase in sales over the previous year.
  • Game Hive targeted its ads to a Lookalike Audience based on those whom already downloaded the app and saw a 40% increase in app installs.

In all the examples above, and many more, advertisers took their campaigns to the next level by leveraging the audience building and measuring power enabled by the Facebook Pixel. Just 10 lines of code gives every business, from sole proprietors, to the nation’s biggest brands, access to first-party data. No outside research firms or guesswork required.

Tiger Pistol can help take even more of the guesswork out of Facebook Advertising. Help Center today to learn more.

Chris Mayer is a Client Solutions Lead at Tiger Pistol and leads onboarding of U.S. partners. He has extensive experience in the brand and SMB Facebook advertising space.

Coming soon: Offers: Digitizing your print coupons with Facebook Offer Ads, by Patrick Koepke.

Facebook’s Democracy: “Safe & Civil” Advertising in a Sea of Policy Change

NB: Tiger Pistol does not condone nor promote the utilization of targeting for discriminatory purposes.

Facebook policies exist to keep advertising “safe and civil”, driving the social network’s mission of connecting the world via a positive user experience. But when Facebook continues to make swift, reactive changes based on public outcry, it’s hard to stay in the know of what their policy actually stands for, and what it means for advertisers.

 

Should we be a little frightened?

On a macro level, one could view Facebook as a governing body. Patrolling the millions of active users in the U.S. is a feat in itself; when things go awry, a new policy is encoded and we’re back to being ‘protected’. When Facebook gets slapped with a complaint, a lawsuit, or even brought to court in front of the Senate, they quickly create a new policy or update an existing one, sometimes making it more difficult to advertise. And a trigger-happy Facebook is a little frightening – similar to Trump, Facebook’s reactions and policy changes have been swift, reactive, and garnered the same negative media coverage. Trump gets enough airtime elsewhere, so let’s get back to why we’re here…

 

What changes were made?

The policy changes started to pick up speed after the October 2016 ProPublica report, essentially broadcasting that Facebook enables advertisers to publish campaigns with exclusionary racial targeting parameters, specifically with regards to employment, housing and credit. While Facebook didn’t fully admit wrongdoing in 2016, it firmly stated Facebook would first “automatically disable the use of ethnic affinity marketing for certain types of ads” and carefully scrutinize all ads using “ethnic targeting”. A year later, after second ProPublica reportwent public, Facebook directly responded to an obvious violation of both the Civil Rights Act of 1964 and Fair Housing Act of 1968, and rolled out the Non-Discrimination Policy, more fondlyknown as the “Employment, Housing and Credit Opportunities” compliance error.

To be clear, advertisers have always utilized racially-biased inclusionary and exclusionary targeting, that’s nothing new – even Facebook’s Head of Multicultural tried to make a case. But this wasn’t right because it was Facebook, and users weren’t happy. All of a sudden, Facebook Ads were not “safe and civil.”

The policy has had a few iterations, with the most recent change appearing quite abruptly in August this year. Facebook decided to remove “over 5,000 targeting options to help prevent misuse.” Again, keeping their advertising “safe and civil” by promoting a positive advertising atmosphere. I guess that’s what happens when HUD files a complaint against you.

 

How do the changes play out for advertisers?

In their April 2018 statement, Facebook specifically states, “a business’s success depends on finding the right customers.” How is an advertiser to be successful if they can’t find or target their potential or existing customers because of a policy that now prohibits them to do so?

Hopefully our example below provides some helpful insight into how the policy changes may impact your advertising, and what you can do to still drive meaningful results from Facebook.

  • You’re a Latina realtor searching for potential new clients and want to launch a campaign in Spanish to speak to directly to your target audience. Your selected audience is to target Spanish and potentially English-speaking Latinos in your area (parameter: Hispanics – US (All)) and you’re all set. Campaign: published.
  • Bad news: your campaign will be immediately disapproved. Under the Non-Discrimination Policy, your vertical falls under “Housing” and is not acceptable under the new rules.
  • Good Decent news: You can still target by Spanish-language, albeit narrowing your audience and decreasing your potential reach, but still allowing you to publish your ad and be seen by some, not all, of your target audience.

While the changes are certainly designed to protect users against discrimination, has Facebook actually done a disservice to businesses that rely on cultural affinity targeting to get in front of prospects? Thankfully, Tiger Pistol is here for our customers and can navigate those tricky waters. Our team is dedicated to learning, adapting and strategizing our client campaigns following every new policy change. We’re here to help!

 

Analissa Moreno is the resident bilingual Social Specialist for the Managed Services team in Austin, TX. She fulfills for Tiger Pistol in English and in Spanish.

Coming Soon: The Power of The Pixel by Chris Mayer.

What can Advertisers still do to achieve great results on Facebook in a post Cambridge Analytica World?

As a result of the Cambridge Analytica scandal, Facebook has been cracking down on the sharing and use of some types of user data.

But first, here’s a refresher of what happened: Cambridge academic, Aleksandr Kogan, and Global Science Research, created an app in 2013 that had users answer questions for a psychological profile. The app harvested personal data, and gathered data from Facebook friends of the users that had submitted their information to the app, reportedly resulting in the Cambridge Analytica having access to the data of millions of Facebook users. Fast forward to the end of 2015, The Guardian reports that Cambridge Analytica was ‘in bed’ with Ted Cruz’s presidential campaign (further down the track we’re also made aware that the data firm influenced voters during Trump’s presidential campaign). Facebook then bans the app, and legally pressures Cambridge Analytica to remove all of the data they had acquired. At this point, Cambridge Analytica confirm that the data has been deleted. Low and behold, it’s now September 2018, and Facebook continues to make changes to their policy after the onslaught of media attention and ‘bad press’ garnered from the scandal.

 

So, what changed? Here’s a timeline of some of the major changes.

October, 2017:

  • Facebook announced that only authorized advertisers could run electoral ads on Facebook owned channels.

April, 2018:

  • Facebook extends the above to any advertiser wanting to show “issue ads”.
  • Facebook rolled out the labelling of political ads in the top left corner of the ad, and introduced the new “paid for by” information.

May, 2018:

  • Facebook removed Partner Categories, which accounted for over half of Facebook’s 1,200 targeting criteria. Partner Categories essentially allowed advertisers to target Facebook and Instagram users via third party data from the likes of  Axciom, Oracle Data Cloud (Datalogix), Epsilon and Experian.
  • Facebook strengthened their protection of user data, through the platform’s compliance with the European Union’s General Data Protection Regulation (GDPR). The GDPR was developed to ensure users have control over their personal data, and companies must gain consent for collecting and sharing this data. In order to comply with the EU regulation, Facebook worked to remove Partner Categories and will officially stop targeting these audiences as of October 1, 2018.
  • As of May 24, Facebook requires all advertisers wanting to run ads with political content in the US to complete an authorization process.
  • Facebook’s updated Product Terms and revised the Custom Audience Terms came into effect on May 25.

June, 2018:

  • Facebook introduced a new upload and sharing flow for Custom Audiences from a customer file, requiring advertisers to accept Facebook’s Custom Audience terms, provide audience origin information, and establish audience sharing relationships through Business Manager.

August, 2018:

  • Facebook introduced Page publishing authorization last month, requiring people that manage a Page with a large audience in the U.S. to complete an authorization process.
  • Facebook removed over 5,000 targeting options to help prevent discriminatory advertising, but also introduced new and returning professional targeting options.
  • Facebook announced that over the coming weeks, they will be requiring all US advertisers to certify compliance with their Non-Discrimination Policy. Originally, Facebook had required advertisers offering housing, employment or credit ads to do this.
All is not lost – Facebook still has great ways to get in front of your target audience.

The changes mentioned above were swift actions to try and correct some of the ‘wrong’ that had occurred, and it’s likely there will be more changes to follow as Facebook continues to adapt to data regulations and user privacy requirements. Some believe the lack of third-party targeting might not even make a difference in ad performance, while other parties think otherwise. Either way, Facebook continues to be one of the most powerful and robust tools for advertisers to get in front of their target audience. Here’s some advice on what advertiser’s can still do, by way of targeting, to achieve great results:

  1. First off, make sure you review and are compliant with Facebook’s updated Custom Audience Terms.
  2. If you have a website – use it: installing the Facebook Pixel on your site will enable a plethora of retargeting capability via Facebook, from targeting people who visited the site, right through to targeting those that made a purchase.
  3. If you’ve got a customer or prospect list, use that too! Utilizing data such as email addresses is extremely effective, and allows you to target your existing customers in a personalized way. If retargeting isn’t your desired strategy, you can create a Lookalike of your customer list to reach a new  audience that’s likely to be interested in your business.
  4. Targeting basics are still available, and they work! While some targeting parameters are due to be removed on October 1, 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.
  5. Connections are a great 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 can be tough to navigate, especially when it comes to new policies and making sure you, the advertiser, are compliant. Fortunately, Tiger Pistol lives and breathes Facebook Advertising, so we’ll make sure to keep you up to date on the latest changes that might affect your advertising via our Blog.

Amy Abell is a Senior Social Specialist at Tiger Pistol, is experienced in Facebook Advertising for small and local businesses.

Coming Soon: Facebook’s America: “Safe & Civil” Advertising in a Sea of Policy Change by Analissa Moreno.