Daily Minute Master Series – November 18, 2019
Social Media
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. 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. 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. In Ads Manager, advertisers can now add different languages to be auto-translated for international audiences. 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.
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Twitter Releases New Political Ad Policy Following Announcement of Ban on Political Ads
Twitter CEO Jack Dorsey was heavily praised last month when he announced, in no uncertain terms, that Twitter would ban all political advertising on its platform. First off, Twitter says that it will prohibit the promotion of political content. Twitter has also launched a new ad category called ‘Cause-based advertising’. Under its ’cause based’ banner, Twitter will allow for restricted promotion of ads. These ads cannot be used to “drive political, judicial, legislative, or regulatory outcomes”, and advertisers will need to be certified to run such promotions. Twitter will also limit the targeting capacity of any such ads. Additionally, news publishers who meet Twitter’s exemption criteria will be allowed to run ads that reference political content and/or prohibited advertisers under its political content policy, “but may not include advocacy for or against those topics or advertisers”. So publishers can promote their coverage of the news, but not opinion pieces which advocate for a specific political angle.
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Pinterest Expands Self-Help Tools, Outlines Improvements in Detection of Self-Harm Content
After first launching its self-help tools to assist those searching for terms related to mental health concerns back in July, Pinterest has this week expanded its self-help assistance exercises to cover more types of potential health problems, including depression and self-harm. The exercises provide tips on how to deal with such issues by re-directing energy into things like “starting a journal and rereading it a few days later to get some perspective on your thoughts”. The exercises themselves have been formulated in partnership with The Stanford Lab for Mental Health Innovation, Vibrant Emotional Health and the National Suicide Prevention Lifeline. Pinterest does note that these activities are not intended to replace professional care, but they may provide quick assistance to those in need via the platform. As social platforms continue to play a larger role in our interactive process, especially among younger generations, it’s critical that such efforts get more focus, and that automated detection systems continue to improve in order to help people trying to best manage such distress.
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Marketing
Redesigned Microsoft Advertising Editor now available
The latest version of Microsoft Advertising Editor has an updated look and some new features designed to make it easier to use. The redesign coincides with a new look for the web interface that’s rolling out. Microsoft is testing showing several types of AI-powered recommendations in Editor. The recommendations, which can include suggestions such as to add new keywords, set estimated mainline bids and fix ad groups without ads or keywords, are noted with a lightbulb icon. This update will still feel familiar (the editor pane is still at the bottom of the screen rather than on the right side as it is in the updated Google Ads Editor). There are also several additional updates: Zipcode targeting, responsive search ads (RSAs), price extensions and dynamic search ad descriptions and longer titles are all now supported in Microsoft Advertising Editor.
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