Facebook Provides New Overview of How its Ad System Works


With more organizations looking to online options to connect with consumers, a lot of people are trying to get a better understanding of the details of Facebook’s ad systems. To help with this, this week, Facebook published a new overview of how its ad system works as part of its “Good Questions, Real Answers” series.


Here’s an overview of the key points.
First off, Facebook notes that it uses two key factors to determine which ads to show users:Audience targeting, which is selected by advertisers, and determines which people are eligible to see each adIt’s ad auction process, which is based on a range of factors relating to bid price, individual user engagement and ad quality​The first point is relatively straight-forward – as explained by Facebook:”First, advertisers choose their target audience through our self-service tools. Audiences are created based on categories like age and gender, as well as actions people take on our apps such as liking a Facebook Page or clicking on an ad. Advertisers can also use information they have about their audience, like a list of emails or people who’ve visited their website, to build a custom audience or a lookalike audience.”

So you can use Facebook’s in-depth audience targeting tools, based on their profile and behavioral information related to Facebook usage and data, or you can upload your own audience information and look to either target them, or people with similar traits, via Facebook’s systems.
Lookalike Audiences can be a particularly powerful option in this respect. With Lookalikes, Facebook’s systems are able to match the profile data of your existing email or customer list […]

By |June 16th, 2020|Media Notes Canonical Briefs|Comments Off on Facebook Provides New Overview of How its Ad System Works

Nearly Half of Consumers Would Change Their Purchase Behavior as a Form of Feedback

More than 8 in 10 (85%) consumers share their opinion with brands by taking surveys, making this the most popular method of giving feedback. A recent report  from DISQO shares this and other insights into how and why consumers choose to make their voice heard by brands.

Encouragingly, a large majority (85%) of those polled by DISQO agree that brands do listen to consumer feedback, with though half of those (43%) only somewhat agree. Just 5% disagree.

Needless to say, consumers feel that these opinions should be listened to. Nine in 10 agree to at least some extent that brands should listen to their feedback, with 3 in 10 (29%) agreeing completely.

Surveys Are Important to Customers

Clearly, most consumers already think brands are doing a good job of taking on board key feedback. To maintain this, brands should note the different channels being used by customers to share their opinions.

A strong majority of respondents (85%) say that they share feedback via surveys. Other popular channels allowing customers to share opinions directly included posting reviews online (36%), contacting customer support (30%) and posting on social media (22%). On the last point, separate research by TELUS International found that nearly 4 in 10 Millennials provide weekly feedback to brands via social media, and that consumers across all generations say they would be more loyal to a brand that replies to them.

That being said, sharing an opinion alone is not the most common motivation for taking surveys. Though more than half (58%) […]

By |May 30th, 2020|Media Notes Canonical Briefs|Comments Off on Nearly Half of Consumers Would Change Their Purchase Behavior as a Form of Feedback
  • Facebook Announces New Collaboration Tools for Workplace, Including First Steps into VR Offices Facebook Announces New Collaboration Tools for Workplace, Including First Steps into VR Offices

    Facebook Announces New Collaboration Tools for Workplace, Including First Steps into VR Offices

Facebook Announces New Collaboration Tools for Workplace, Including First Steps into VR Offices

Facebook CEO Mark Zuckerberg has outlined a range of new remote collaboration tools for the company’s professional Workplace platform, including video chat Rooms and new ways to connect via Portal. Here’s a look a how Facebook’s working to cater to the rising demand for WFH tools.

First off, Facebook’s expanding its new Messenger Rooms to Workplace, with Workplace Rooms.

As explained by Facebook:
“Workplace Rooms is a secure and easy way for coworkers to get things done and stay connected when they can’t be together in person. It’s a meeting space with unlimited time, where you can invite up to 50 people to a video call even if they’re not in your company or don’t have a Workplace account.”

Facebook has been slowly expanding the rollout of Messenger Rooms into more regions over the past few weeks, per Andrew Hutchinson of Social Media Today, while it’s also added Rooms for Groups and Events. And given the rising popularity of Zoom and Google Meet, Workplace Rooms makes sense, providing a dedicated video meeting tool within the company’s business tools.

Facebook also notes that Workplace Rooms will facilitate screen sharing, while users will also be able to lock their Rooms to prevent others from joining.

“For security, a new link is generated every time you create a room, and links cannot be used again once they have expired.”


It’s still too early to say whether Rooms, in general, will be a challenger for the existing video meeting tools on the market, but for people already using Workplace, it could be a handy addition.

Facebook’s also expanding its new Live Producer tools to Workplace, which will enable users to live-stream from their desktop, and with professional video tools, […]

By |May 22nd, 2020|Media Notes Canonical Briefs|Comments Off on Facebook Announces New Collaboration Tools for Workplace, Including First Steps into VR Offices

Instagram Refines eCommerce Strategy

With billions of dollars on the line, Instagram continues to refine its burgeoning eCommerce strategy. That includes creating hashtags and curated feeds designed to spotlight particular product and service categories.

Over the next week, @shop will feature small businesses in Feeds and Stories, and the products will be shoppable on Instagram.

Instagram is encouraging these small businesses use its various tools and features, like product tags, Stores, and IGTV, to help users learn more about items.

Social commerce continues to emerge as a major trend, as brands offer more opportunities to purchase products directly from Instagram, Facebook and other platforms.

Comparing the second quarter to the third quarter, eCommerce grew by 118.3% on Instagram and 91.4% on Facebook, according to Socialbakers’ third-quarter trends report.

“Our data shows that the volume of shopping-related content is rapidly growing on social media, and platforms are responding by adding more eCommerce features,” Yuval Ben-Itzhak, CEO of Socialbakers, noted in the report.

Leading the way in social commerce, Instagram began offering in-app checkout for its shoppable posts earlier this year.

On Instagram, eCommerce now makes up 15.8% of total interactions on the platform, which represents a 13.7% increase from the second quarter of the year, according to Socialbakers.

On Facebook, eCommerce remains the top category, increasing to 17.8% of interactions in the third quarter of the year, per the social-media marketing firm.

Topping all other eCommerce categories, the fashion industry’s engagement increased from 27.8% in the second quarter to nearly […]

By |January 2nd, 2020|Media Notes Canonical, Media Notes Canonical Briefs|Comments Off on Instagram Refines eCommerce Strategy

Gen Z: Getting to Know the “Me Is We” Generation

As the more than 2.4 billion members of Gen Z mature, their unique value system is set to redefine marketing. Many of them have inherited the wisdom of Boomers, the independence of Gen X and the confidence of Millennials, while developing their own “me is we” worldview. Gen Zers see themselves as part of something greater. By accepting and uplifting others, they see themselves rising too.

Understanding what makes these individuals different is quickly becoming essential for marketers: Gen Z is already estimated to influence $143B in spending in the U.S. alone.

This article will focus on Gen Z members age 18–24, those with the most direct spending power, and look at how to effectively connect with this group by embracing its values around inclusivity, curiosity, reciprocity and global unity.

Advancing inclusivity

Gen Z often sees its diversity as an asset—this is the most diverse generation in US history, and its members like seeing representation beyond conventional constructs. In fact, 71% say they would like to see more diversity in advertising. Gen Z’s dedication to embracing all lifestyles influences how it expects to be represented in the media.

Here’s what diversity means to members of Gen Z, in their own words.

“It has to be authentic diversity, not just brand image.” 

“It’s a new world. Keep up with the times or get left behind. Everyone wants to and should be included.”  

“It’s not so much about representing women and men equally, but destroying our preconceptions of what […]

By |December 30th, 2019|Media Notes Canonical Online|Comments Off on Gen Z: Getting to Know the “Me Is We” Generation

Analysis Suggests Advertisers Could Direct More Spend to Facebook Suggested Video Ads

Although Instagram only accounts for about one-fifth of Facebook’s total ad spend, in Q2 2019 the 50 largest business profiles had the same audience size on Instagram as they did on its parent company. Not only that, user engagement on Instagram was significantly higher than on Facebook for those top 50 business profiles during Q2 2019, per a report from Socialbakers.

However, upon closer review, MarketingCharts (101119) noted the data for Q2 2019 also shows that advertisers seeking clicks might be better served directing their attention to Facebook than to Instagram. Indeed, the click-through rate (CTR) on ads in Facebook’s news feed stood at 1.7%, while the CTR for Facebook suggested video ads was close to 0.8%. 

By comparison, Instagram did not fare as well, with ads in its feed and Stories producing CTR at roughly 0.25% or lower.

While CTRs for Facebook news feed ads are higher than other ad placements, additional Q2 2019 data from Merkle found that, among its North American clients, CTR for ads in Facebook’s news feed decreased by about one-quarter (26%) year-over-year (y-o-y).

There does seem to be some potential when it comes to Facebook suggested video ads. Not only does Facebook suggested video buy modalert online have the second-highest CTR of the 5 placement types analyzed, but it also has the lowest cost-per-click (CPC) and CPM of the placements.

Currently, though, advertisers are allocating just a small fraction of their spend to suggested video ads, with Facebook feed ads instead receiving the lion’s share of investment.

Distribution […]

By |October 14th, 2019|Media Notes Canonical Briefs|Comments Off on Analysis Suggests Advertisers Could Direct More Spend to Facebook Suggested Video Ads

The Rise Of Social Commerce For Your Brand

The biggest movement in retail is social commerce…the use of social networking sites as a vehicle to sell your product and/or services. Considering over half of all shoppers follow brands on social media to view new products, there is no denying the potential for social feeds to drive sales. It is critical for your business.

. Social referrals to retail eCommerce site have grown 110% in two (2) years.

. U.S. retailers adopting social commerce nearly doubled from 2017 to 2018.

. Fifty-eight (58%) percent of people say social media influences their purchasing decisions.

Because of this, great retailers and manufacturers who sell B2C use automated chatbots. They provide audience-focused information. Seven-two (72%) percent of shoppers are open to making a purchase through a chatbot. They offer product recommendations. Seventy-four (74%) percent of shoppers are open to making a purchase through a chatbot. And you sell directly through the bot. For instance, Marvel uses an automated chatbot checkout to sell tickets directly from social media posts. 

The key is to focus on mobile users. One needs to see a strong presence as forty-five (45%) percent of in-store consumers turn to mobile social platforms to influence their buying decisions. And, a great retailer/manufacturer needs to optimize for mobile devices. Abandonment rates are three times higher on mobile devices, likely due to lack of optimization.

In addition, as a keen focus on mobile users understand, one can offer deals exclusively to a […]

By |October 13th, 2019|Media Notes Canonical Briefs|Comments Off on The Rise Of Social Commerce For Your Brand

Which Social Media Platform Generates the Most Return Visitors to Online Media Sites?

Research from Parse.ly, Facebook still remains the top social platform for referral traffic to media sites by a wide margin.

Parse.ly looked at referral data from its network during the first six months (January – July) of 2019. During that time, Facebook had an average of 924 million referrals per month. To put this into perspective, the social media platform with the next largest number of referrals per month was Twitter, which averaged 97 million per month during the period of analysis.

The other top social media platforms like Pinterest (25 million), Instagram (17 million), LinkedIn (16 million) and YouTube (1.5 million) referred far less traffic to the network of publishers using Parse.ly.

Of all of the platformed examined, Twitter has the fewest number of users, with recent Pew Institute figures showing that 24% of US adults use Twitter compared to the 69% who use Facebook and 37% who use Instagram.

With that in mind, it is interesting to see that Twitter has the highest average percentage of returning visitors, with 25% of referred visitors from Twitter having been to the same site in the same month. Facebook ranks second in this area with an average of 19% of referred visitors returning to the same site in one month.

While Instagram has made headway in becoming one of the top social media platforms for marketers, especially those who are targeting teens, it generates little return traffic with only an average of 5% of referred visitors returning to the same site in the same month. This is reportedly due to […]

By |September 29th, 2019|Media Notes Canonical Briefs|Comments Off on Which Social Media Platform Generates the Most Return Visitors to Online Media Sites?

Older Adults Show Greater Propensity to Click on Social Video Ads

How Strong Are Facebook & Instagram In Clicking On Social Video Ads?

Video accounts for a large portion of the advertising spend of major national advertisers, with marketers contending that video has high conversion rates than other content. When it comes to video, advertisers are still turning to social media platforms, with Pixability’s State of Digital Advertising Report revealing that the majority of agencies run campaigns on Facebook (90%), YouTube (88%) and Instagram (88%).

Pixability analyzed data from campaigns that ran on YouTube, Facebook, Instagram, Amazon Fire TV, and other connected television channels through their PixabilityONE platform. From this analysis, Pixability found that Facebook delivers the best click-through rates (CTR) at an average of 1.15%, followed by Instagram (0.47%) and YouTube (0.11%).

One notable finding from the report is that older consumers are more apt to click on video ads than younger consumers. Indeed, the average CTR for consumers 65 years and older on Facebook and Instagram is 3.42% and 1.8%, respectively. Meanwhile, those consumers between 55-64-years-old have an average CTR of 2.38% on Facebook and 1.73% on Instagram. This is far higher than the comparable CTR rates for the youngest group of adults (18-24-year-olds), which averaged 1.05% on Facebook and 0.46% on Instagram.

In contrast to Facebook and Instagram, YouTube videos appear to have low CTR across all age groups. The highest was an average of 0.13%, which was shared by those across the 25-54-year-old age brackets.

The good news for advertisers is that cost-per-view (CPV) has fallen for both Facebook and YouTube. YouTube’s CPV fell by one-third (32.5%) between 2018 and 2019, […]

By |September 5th, 2019|Media Notes Canonical Briefs|Comments Off on Older Adults Show Greater Propensity to Click on Social Video Ads

How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant?

In July, Instagram announced their test of hiding ‘Likes” on posts. Instagram says the reason for the new feature is to have users concentrate on their posts and interacting with the app, rather than likes.

However, as Emily and Sarah Hamilton wrote in The Drum (090219), ‘The big question is, how will this affect a business that is purely built on social media marketing and relies on social proof? This is a massive change for business.

Likes’ are one of the most recognizable elements of social proof, and a former core element to engagement metrics of a brands’ social platforms. If not engagement, what social metric will drive business results at top? A new era is here. It will be defined by personalized content. 

More than just a ‘Like’ 

In the beginning, social media was a new way people used to connect. Over time, people started to rely on social media platforms more and more. As a result, business owners started to take advantage of the data to understand a specific audience to create strategies to market their products on social media. Today, social media has become one of the most important aspects of digital marketing.

When you think about successful social media content, you are probably already thinking of the generic metrics like the number of ‘Likes’ you get. The number of ‘Likes’ a post receives helped brands to determine how engaged their followers were, what worked and what didn’t.

The number of double-taps can be considered as an acknowledgement. However, today’s social […]

By |September 3rd, 2019|Media Notes Canonical Briefs|Comments Off on How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant?