The 10 things in advertising you need to know today (PEP, FB, MSFT)

pele brazil world cupAP

Good morning. Here’s everything you need to know in the world of advertising today.

 

1. Yahoo is changing the rules in the fight to replace its board. Yahoo will allow investors who have held stake of at least 3% in the struggling internet company for a minimum of three years to nominate directors to its board.

 

2. A new Hillary Clinton ad goes after Trump without even mentioning his name. Hillary Clinton just released an ad urging New Yorkers to vote for her in the primary.

 

3. Microsoft may want to back a Yahoo buyout for the same reason it invested in Uber. Microsoft is suddenly interested in backing a potential Yahoo buyout deal.

 

4. Pepsi has a new hipster attitude. On Wednesday, PepsiCo revealed Mtn Dew Black Label, a “deeper darker Dew,” following its other attempts to emphasize the authenticity of the company’s brands.

 

5. Apple has matched Microsoft’s NFL deal by giving MLB coaches iPads. Apple and MLB signed a multi-year deal to make iPad Pros available to teams that want to use them to view data and visualizations to make in-game tweaks.

 

6. Microsoft is developing an in-built ad blocker for its Edge browser. The Edge browser is Microsoft’s replacement for Internet Explorer, which is slowly being phased out.

 

7. Chipotle might be launching a burger chain. The company filed a trademark application for the phrase “Better Burger” this month.

 

8. Soccer legend Pelé is suing Samsung for $30 million for allegedly using his lookalike in an ad to sell TVs. The ad in question appeared in The New York Times last October and does not directly refer to Pelé.

 

9. Instagram is coaching advertisers to approach it exactly the same way they do Facebook. It is telling advertisers to use the same creative in ads on both platforms – and to rely less on free, organic reach, Digiday reports.

 

10. Adblock Plus won another legal battle with German publishers. Parent company Eyeo has fended off a fifth legal challenge in Germany, The Guardian reports.

NOW WATCH: Adam Savage reveals why he and ‘MythBusters’ cohost Jamie Hyneman won’t be working together anymore

Hopper raises $16 million for a travel app that tells you the best time to fly

hopper-2016 Hopper, the makers of a handy travel application that tells you the best time to fly in order to find the best deals, has now raised additional capital to continue to grow its business. It has also scored a partnership with American Airlines which allows it to sell AA’s tickets through its app. In terms of the new investment, the company announced $16 million in a growth funding… Read More

Our Favorite Facebook Tool + 16 Amazing Pages That We Draw Inspiration From Every Day

The truth is, there’s so much to do on social media that, as a social media manager, I have to choose my battles wisely when it comes to steering my time and deciding which creative strategies to pursue. 

 

Luckily, there are an unlimited amount of resources out there to help social media marketers like us to decide which strategies will provide the biggest payoff when it comes to Facebook marketing.

 

But, more often than not, those resources give a general overview of various social media strategies and high-level tactics, leaving us wondering where we can turn to for ideas for specific images, copy, hashtags, videos and content that is working right now for top brands. 

 

That’s where my favorite Facebook tool comes in – A tool that is 100% free to use.

 

The Facebook “Pages to Watch” feature has completely changed the way I go about Facebook marketing on a daily basis. Many of you probably know about and use this tool regularly, but I’d love to provide a brief guide on where to find the Pages to Watch feature and how you can use it to improve your Facebook marketing. 

 

After that, we’ll get into some good stuff and I’ll share with you the 16 Facebook pages that we watch like a hawk and draw inspiration from every day.

 

Ready? Let’s jump in!

 

Facebook Inspiration, facebook, social media marketing,

 
 

How to Find and Use Facebook’s “Pages to Watch” Feature

 

For Facebook pages with more than 30 likes, Facebook offers a robust Insights tool that gives social media marketers the ability to analyze a ton of great data from their page. 

 

facebook page insights, facebook, insights, social media

 

From there, you’ll be taken to your page’s Insights dashboard where you’ll find the tool of all tools – Pages to Watch – directly under the “5 Most Recent Posts” section.

 

facebook, pages to watch, facebook insights

 
 

Next, simply click “Add Pages” and begin adding pages by typing their brand name into the search box. Once you’ve added a brand page to your list, you’ll be able to see the following stats:

 
 
    • Their total page likes (and the % +/- change from the previous week)
 
    • How many times they’ve posted to Facebook this week
 
    • Their total engagement count for the week
 
 

Pretty cool!

 

Where it gets even better is when you click on a specific brand’s icon in your list. Facebook provides a detailed view of every one of their posts from the current week – ranking them from the “most engaging” to “least engaging.” This allows you to quickly check the top posts from every page you follow in a matter of seconds.

 

Netflix, pages to watch, facebook insights

 

So you’re all set to go with the Pages to Watch feature, but which pages should you follow?

 

My first instinct was to follow all of the pages that I follow personally on Facebook, which was a perfectly fine route to go for me as a beginner. However, I quickly realized that a lot of the pages that I follow personally are not relevant to Buffer’s audience.

 

Here are a few ideas to develop a relevant watch list: 

 
 
    • Top peers in your space
 
    • Brands that you admire in your space
 
    • Brands that have a strong social media presence in your space
 
    • Influencers in your space
 
    • Top brands from around the world (this one’s for fun)
 
 

How I utilize Pages to Watch

 

I like to go in and quickly check the pages that we follow 3-4 times per week to make sure that I have my finger on what’s trending in the industry. What I am looking for are posts and content that have major potential to be successful on Buffer’s social media. The are 3 key factors that I consider when browsing pages: 

 
 
    1. Posts with high engagement (50+ likes, 15+ shares, and 10+ comments)
 
    1. Posts with low engagement, but contain beautiful images, awesome copy, or great content. I love these because it allows us to improve upon content that has potential to be engaging
 
    1. Specific trends across the board. In social media, things tend to pop up and fade quickly and so it’s always fun to jump on trending topics that are relevant to Buffer
 
 

Another key factor that I take into account is a brand’s overall engagement per post and if they’re trending upward or downward. To so do, I quickly divide their total weekly engagement by the number of posts. If a brand with a similar audience size to Buffer is averaging a lot more likes per post, I’ll try to dig in and study the images, content, and copy they are using to see how we may improve on our own.

 

I recommend that you follow around 12–16 pages so that you’re not overloaded with content, but that you get a nice variety of brands and creative ideas to pull from.

 

If you’re looking for a good place to start with pages to watch, here are 16 amazing pages that we draw inspiration from every day. In other words, they are crushing it on Facebook!   

 

16 Amazing Facebook Pages that Inspire Us

 
 
    1. Netflix U.S. 
 
 

Facebook, Facebook pages, Netflix

 

Why it Rocks: Netflix is a great example of a brand page that speaks in the language of their audience. They post high-quality images with captions that resonate well with their core users. Netflix understands the fine art of brevity and isn’t afraid to “go there” from time to time. If you’re looking for quippy, clever captions, then Netflix may just be your daily inspiration. 

 
 
    1. Shopify 
 
 

Facebook, Facebook pages, Shopify

 

Why it Rocks: Shopify has the art of video marketing on Facebook down to a science. They post a great mix of original video content that points to their blog along with fun, light-hearted videos that are meant to simply delight their audience. They’re also a great example of a brand that is using the Facebook “Shop” feature on the top of their page – driving sales directly from social media. 

 
 
    1. Square
 
 

Facebook, Facebook pages, Square

 

Why it Rocks: Square is an awesome example of a brand page that proves you don’t have to post several times per day to receive a huge amount of engagement on Facebook. They only post the “best of the best” of their content and it really pays off for them. Square also has a great sense of who their audience is – sharing photos and videos that are highly relevant, speaking to the finance-minded user. 

 
 
    1. The Next Web
 
 

Facebook pages, facebook insights, social media, The Next Web

 

Why it Rocks: The Next Web has really burst on the scene as huge player in the Facebook space – Covering everything in the world of “Internet Technology.” Not afraid to post multiple times a day, The Next Web makes a strong case for the power of putting your content out there as often as possible. What makes The Next Web notable is their ability to summarize major stories in just a few, catchy words. 

 
 
    1. WeWork
 
 

Facebook, Facebook pages, WeWork

 

Why it Rocks: WeWork is a fabulous example of a brand page that does a solid job of mixing up content types and posts. Scrolling through their Facebook page you’ll find a variety of links, photos, and videos. It’s also fascinating to see the how they are able to tell stories about the people in the WeWork community and around the world. 

 
 
    1. Creative Market
 
 

Facebook, Facebook pages, Creative Market

 

Why it Rocks: Creative Market does an incredible job of finding and producing the best “creative” content to share with their audience on a consistent basis. Looking at their top posts week after week, it’s a mix of original and curated video content that is highly relevant and shareable. The shareability may be part of the reason why they’ve just passed the 215,000 fan mark. 

 
 
    1. Social Media Examiner
 
 

Facebook, Facebook pages, Social Media Examiner

 

Why it Rocks: Many of us know Social Media Examiner’s blog as a leading resource in social media news and know-how, but their Facebook page is also a wonderful example of how to be successful with sharing top social media content from around the web. I like to think of it as similar to an RSS feed of popular and useful articles. SME also puts their cover photo to good use by promoting their major annual event – Social Media Marketing World.

 

8.  REI

 

Facebook, Facebook pages, REI

 

Why it Rocks: REI does a wonderful job of promoting beautiful fan content across all social media channels – With their Facebook and Instagram pages as the hubs. Their hashtag campaign, #OptOutside, has been used more than one million times on social media and connects people from across the world, people who love the outdoors. If you’re looking for ideas for a user-generated content campaign, REI is a great place to start. 

 

9. Neil Patel

 

Facebook, Facebook pages, Neil Patel

 

Why it Rocks: Neil Patel does an amazing job of studying his audience and knowing exactly what they love on Facebook. He’s not afraid to experiment either – Sharing everything from quote graphics and curated content to text and picture-only updates. If you’re looking for actionable insights and ways to shake things up, then look no further than Neil Patel. 

 
 
    1. Brain Pickings
 
 

Facebook, Facebook pages, Brain Pickings

 

Why it Rocks: Brain Pickings’ Facebook page is the poster child for super interesting content and perfectly branded updates. They’ve found a unique niche in the market that a massive audience has embraced with open arms. I love their About section as well: “A cross-disciplinary library of interestingness culling ideas that shed light on what it means to live a good life.”

 
 
    1. Livescribe
 
 

Facebook, Facebook pages, Livescribe

 

Why it Rocks: As social media customer support becomes more and more critical for companies, those who have already been experimenting with different ways to support their customers will be well-ahead of the curve. Livescribe’s “Customer Service” tab is one of the first things you see when you arrive on their page. From there, customers can ask questions, share an idea, report a problem, or simply give praise.

 
 
    1. Spotify
 
 

Facebook, Facebook pages, Spotify

 

Why it Rocks: What I love about Spotify is that they’re not afraid to speak in the language of their users. They’ll often be found using words and phrases like “dope,” “epic,” “ridiculous,” “peep it,” etc. While this may not be a viable strategy for a lot of brands, it definitely works for Spotify. They also do a great job, like REI, of featuring and sharing their audience’s stories on social media. 

 
 
    1. Robinhood
 
 

Facebook, Facebook pages, Robinhood App

 

Why it Rocks: Quirky, yet beautiful graphic design and insightful articles on investing, Robinhood App has exploded onto the Facebook scene in 2016. 19,000 Facebook fans and counting, Robinhood boasts an unusually high engagement rate for a brand – averaging several hundred likes, comments and shares per post. This is a great page to watch in the coming months as they continue to grow as a company and their Facebook strategy evolves. 

 

14. Gary Vaynerchuk

 

Facebook, Facebook pages, Gary Vaynerchuk

 

Why it Rocks: You may know Gary Vaynerchuk from his podcast and book “#AskGaryVee,” but did you know he has a rockin’ Facebook page as well? Gary shares an engaging mix of business and personal content – Giving us all a look inside what it’s like to live the life of an entrepreneur. I find it very inspirational because it demonstrates the power of authenticity and personality on social media. No frills, no fluff, just the real Gary Vee. 

 
 
    1. Lyft
 
 

Facebook, Facebook pages, Lyft

 

Why it Rocks: Lyft does a wonderful job of harnessing the power of word of mouth when it comes to Facebook marketing. Scattered throughout their feed are contests, big announcements, coupons, deals, partnership celebrations, user stories and more. They make it really easy for their audience to want to share their content. It’s straight forward, well-designed, and often includes a relevant call-to-action.

 
 
    1. Duolingo
 
 

Facebook, Facebook pages, Duolingo

 

Why it Rocks: I love going to Duolingo’s Facebook page for inspiration because of their high-quality content and simple graphic design. They are very much focused on quality over quantity – only sharing to Facebook a few times per week. Like other successful Facebook pages, they utilize catchy captions and design to encourage users to share their posts with their friends and family. 

 

Over to you

 

Which Facebook pages do you follow for creative inspiration or just simply LOVE? Please feel free to let me know in the comments below so that I can add them to our list!

 

The post Our Favorite Facebook Tool + 16 Amazing Pages That We Draw Inspiration From Every Day appeared first on Social.

 

FBI vs Apple: When Security and Privacy Collide

Since far before the shooting in San Bernardino and the terror attacks that precluded it, there have been questions and concerns over what ends justify the means of national security and legal investigations. What are we, as a people, willing to sacrifice for safety? What are we willing to forgive for it? Do corporations owe their allegiance to the government, over the people they serve?

 
 

The interests of privacy and security have often been at odds, especially in an age where sensitive information is stored digitally, and electronic hacking and surveillance are common. The dilemma is this: with access to more information, the government can investigate and prevent crimes of monumental proportions. On the flip side, such techniques can compromise the privacy (and sometimes safety) of American citizens.

 
 

The recent legal dispute between Apple and the FBI is a case that exemplifies the ongoing conflict between privacy and security. While on surface this case comes down to a single iPhone, the implications are profound, and may color the future of government-company cooperation (or lack thereof) internationally.

 
 

On February 16, Apple was issued an order by The United States District Court for the Central District of California to create and provide a “backdoor” into an iPhone recovered during the FBI’s investigation of the terror attack in San Bernardino, California. Apple sent a public letter that very day explaining why the tech company would and could not comply with this request.

 
 

“The FBI wants us to make a new version of the iPhone operating system, circumventing several important security features, and install it on an iPhone recovered during the investigation,” Apple’s CEO Tim Cook wrote. “In the wrong hands, this software — which does not exist today — would have the potential to unlock any iPhone in someone’s physical possession.”

 
 

Though targeted toward just one device recovered in the investigation, Apple warned that such a backdoor would be “the equivalent of a master key, capable of opening hundreds of millions of locks.” The FBI filed a motion on the 19th asking the court to order Apple to comply.

 
 

On March 28, the FBI withdrew this legal effort after cracking the iPhone in question without Apple’s assistance.

 
 

Reasonable measures

 

Corporations including Apple already comply with the US government to provide useful data for federal investigations. Subpoenas and search warrants allow the government entities to access specified data that tech companies have the rights to, like cloud backup records, for example. In past versions of the iOs, Apple has assisted the FBI in similar cases, but newer iPhones’ encryption simply can’t be broken without introducing a new (and in Apple’s opinion, dangerous) vulnerability to the software. Doing so, Apple argues, could set a precedent to repeat the process in thousands of future investigations and leave all iPhones vulnerable to hackers.

 
 

The NSA’s own surveillance tactics have been a hot topic of debate since ex-contractor Edward Snowden leaked documents on PRISM, a surveillance program that collected internet communications with the cooperation of nine large technology companies. Companies like Google, Facebook and Apple had their names dragged into the dirt and have been working to re-earn consumer trust ever since.

 
 

In the case of Apple vs FBI, some have accused Apple of prioritizing their reputation over the fight against terrorism. Even so, some NSA insiders are siding with the tech company:

 
 

“I must admit, my old tribe is not unanimous on the view I’ve taken,” Michael Hayden, former director of both the NSA and CIA told me recently on Yahoo News, “but there are other folks like me, other former directors of the NSA who have said building in backdoors universally in Apple or other devices actually is bad for America.”

 
 

“I think we can all agree it’s bad for American privacy,” Hayden continued. “We’re arguing it’s bad for American security in terms of what adversaries will be able to do against U.S. citizens.”

 
 

Indeed, even if a universal backdoor has the potential to help the government (or be abused by it), in the hands of our adversaries it could certainly endanger more citizens than it protects.

 
 

What’s next?

 

Though the iPhone has been cracked, both Apple and the FBI have been judged in the court of public opinion. Apple certainly earned points among others in the technology sector, but the same is not true of a populace swept up in fears of Islamic terror in the wake of ISIS’ rise. According to a poll by Pew Research, 51 percent of Americans believe Apple should have cooperated with the FBI and unlock the iPhone.

 
 

According to FBI director James B. Comey, the case highlights “that we have awesome new technology that creates a serious tension between two values we all treasure — privacy and safety.” In his opinion, “That tension should not be resolved by corporations that sell stuff for a living.”

 
 

Internet pioneer and philanthropist Bill Gates agrees that the solution should not be on the terms of one party, but would at best be a cooperation between both government and corporations. “For tech companies there needs to be some consistency, including how governments work with each other,” Gates said. “The sooner we modernize the laws the better.”

 
 

That the FBI was able to get around Apple to unlock the iPhone is unsettling, as it means there is a weakness in the company’s encryption technology after all. The FBI may very well keep their methodology classified. We can only hope that the chances of villainous hackers hijacking such a tool, or the government abusing it, will remain highly improbable.

 
 

This article was originally published on BiannaGolodryga.com

— This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.

 

 
 

 
 

 
 

 
 

 

How Hearst is Winning the Battle for Consumer Attention

By Darren Goldsby, Chief Digital Officer, Hearst Magazines UK

 
 

My train to work every morning offers up a pretty good snapshot of what’s going on in the world.

 
 

Like any commuter who has the joy of traveling into central London, I get into

 

a packed carriage full of people, and every one of those people gives me

 

a timely reminder of what my job is all about.

 
 

Because all of them, without fail, are head down with their eyes glued to a screen, headphones optional. And all those screens have something I want – their attention.

 
 

The pieces of content my audiences consume are many and varied. Like all good publishers, we go where our audiences go, and for us (like my fellow commuters) it’s about mobile. Some 70 percent of our traffic now comes from mobile platforms. But boy do we have to work hard and fast to make sure we keep engaging those readers. For Hearst Magazines UK that means publishing over 300 articles and sharing more than 600 social posts per day.

 
 

With the battle for eyeballs, hearts and minds being as it is, none of us get a lot of chances to mess up. There’s a big conversation going on about ad blocking and I can see why, because as the technology gets better more people will use ad blockers. It’s easy to see how the

 

“weight” of ads with slow mobile connections might irritate the average consumer. I find it amazing that Tim Peake can call his wife from space, but I can’t do the same from the train home because of the rubbish mobile reception.

 
 

I don’t lose a lot of sleep over ad blocking. It just means that I need to provide a better way for advertisers to get their message across. Anyone in my job needs to be doing the same. Making sure that we are always look- ing for new ways to help advertisers reach our audiences in a way that doesn’t impact their experience and that provides the levels of success they require – all while continuing to delight the reader – keeps the job interesting.

 
 

If you know and understand your audiences, and if they trust you, you can work with advertising partners to create propositions that are valued by consumers.

 
 

Investing heavily in technology helps, as does developing a global proprietary technology platform. It enables us to provide editorial teams with up-to-the-minute insight and data so that they can see instantly the content that is engaging their audiences and being shared the most. This means that our journalists’ instincts are enhanced with data.

 
 

We’re sharing content and ideas with our col- leagues, both from different brands and from different countries, more than ever and using this enhanced data capability to understand what works well, as well as when and where. It’s an approach we call Shared Spaces, and it means we can create branded content that engages and inspires consumers.

 
 

An example is a Mother’s Day campaign we ran on Cosmopolitan.co.uk for Pandora. The content – five articles written by Cosmopolitan’s editorial team and framed with Mother’s Day-themed display ads – proved to be some of the most popular on the site, attracting over 300,000 unique visitors and generating nearly 400,000 page impressions.

 
 

Hearst also ran a campaign for Net ix’s show “Jessica Jones,” which involved creating co- branded “listicle” content around the show’s main themes and designing a bespoke quiz, “How badass are you?” on Cosmopolitan.co.uk to make “Jessica Jones” compelling to our audience. These delivered dwell times of over five minutes and one of the articles was in Cosmopolitan’s top 20 most shared content on Facebook in December 2015, seen by 2.5 million Facebookers.

 
 

Success for us looks like an engaged audience who love and share our content, and a satis ed advertiser who reaches and connects with that audience with our help. The drive to deliver that is one of the reasons I get on that packed train every morning.

— This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.

 

 
 

 
 

 
 

 
 

 

Facebook Delivery Insights Will Help Marketers Get More Value From Ads (Plus How Ads Get Shown On Facebook)

Facebook is introducing Delivery Insights to its Ads Manager tools. Delivery Insights will tell advertisers how their ads are competing at auction and provide recommendations on how to tweak ads to make them more competitive.

 

The social network delivers ads to its users based on bid price, ad quality and user interest,  evaluating billions of pairings of individual people and individual ads each day, looking for the right mix of message relevance and potential business value.

 

According to Facebook, the new feature identifies under-delivering ad sets and explains why the under-delivery is happening and highlights suggestions for specific actions an advertiser can take to make their ad more competitive at auction – in-turn helping them to increase the performance of their advert.

 

 

 

pablo (41)

 

Delivery Insights will begin rolling out globally to Ads Manager in a few weeks, and advertisers will find this feature in the “Delivery” column in the campaign and ad set level, as well as in a standalone tab under “Tools.”

 

John Hegeman, Facebook’s director of engineering for advertising delivery, e-commerce and analytics, said in a statement about Delivery Insights:

 

“We built our ad system to create as much value as possible for people and businesses. With this in mind, we’re focused on helping marketers better understand how our ads auction works, and how they can improve their results, through an education program we’re launching this week. In the coming months, we’ll also begin introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.”

 

How ads get shown on Facebook

 

The core belief behind Facebook ads is the idea that people should see ads that are relevant to them and ads should deliver as much value as possible.

 

With more than 3 million advertisers all competing for attention in more than a billion users news feeds, Facebook use what’s called an ad auction to deliver ads.

 

The ad auction pairs individual ads with particular people looking for an appropriate match. The social network’s ad auction is designed to determine the best ad to show to a person at a given point in time.

 

The auction starts with an advertiser submitting a request for an ad to be shown to people. To submit the request, advertisers define their target audience, set an objective for their campaign and place a price bid for each click or conversion. Then, each time there’s a chance to show an ad to a person in the advertiser’s selected audience, Facebook run an auction to determine whether they should see the ad from that advertiser-or different ad.

 

“If you’re an advertiser and you’re getting a chance to show your ad, you’re going to take away the opportunity from someone else,” Hegeman explained to Wired.

 

“The price can be determined based on how much value is being displaced from those other people. An advertiser will only win this placement if their ad really is the most relevant, if it really is the best ad to show to this person at this point in time.”

 

Factors that determine the winner of an auction

 

To determine which ad wins the auction, Facebook assigns a total bid value to each ad, which is calculated based on three factors:

 
 
    • The advertiser’s bid value for the outcome they care about
 
    • The estimated action rates that the person seeing the ad will lead to the advertiser’s desired outcome
 
    • The ad’s quality and its relevance to the person
 
 

Here’s a little more on each of these three factors:

 

Bid value

 

When you create an advert on Facebook you’re asked to choose how you’d like to bid: automatically or manually.

 

Automatic: An automatic bid is one Facebook makes for you on an auction-by-auction basis. The bid is calculated with the goal of spending your entire budget and getting you the most of the result your ad set is optimized for.

 

Manual: A manual bid is one you make that tells Facebook the maximum amount you’d be willing to pay for the result your ad set is optimized for. For example, if you want website conversions and a you know conversion is worth $10 to you, you could set your bid at $10.

 

Ad quality and relevance

 

Facebook estimates how interested a person will be in seeing your ad with measures of its quality and relevance. If your advert has received some negative feedback, that could decrease its value here, likewise, positive reactions and the person has a history of being interested in what you’re advertising, that can increase its total value.

 

To keep tabs on your ad quality and relevance Facebook ads manager has a super-useful relevance score for each ad and also enables to you keep tabs on both positive and negative feedback. The relevance score is displayed as a number between 1 and 10 while positive and negative feedback will be shown as a rating of low, medium or high.

 

score

 

You can find the relevance score and positive and negative feedback from within Facebook ads manager.

 

Estimated action rates

 

An estimated action rate is a measure of how likely the eligible person is to take the actions required to get you the result you’ve optimized for. Below is an example Facebook use to explain how estimated action rates work:

 

If you’re running an ad for cooking equipment that’s optimized for purchase conversions, you’re probably targeting it to people who are interested in cooking. However, cooking equipment’s relevance to someone’s interests doesn’t necessarily mean they’re going to purchase cooking equipment. That’s why we factor in estimated action rates. From the pool of people interested in cooking, we try to find those that are most likely to complete a purchase.

 

Winning an auction

 

In each auction, the ad with the highest total value wins, and winning means the ad gets shown to the person in consideration. This means an ad that’s high quality and very relevant can beat an ad that has a higher advertiser bid, but is lower quality and has less relevance.

 

Facebook Delivery Insights will help advertisers to see how campaigns are performing and understand what they should modify during the campaign to increase their likelihood of success.

 

Over to you

 

I hope you found this post useful and would love to hear your thoughts on Facebook Deliver Insights once they’re rolled out globally.

 

I’d also be keen to hear your tips and best practices for creating highly relevant and high-performance ads on Facebook. Share your thoughts in the comments and I’d be excited to join the conversation. 

 

The post Facebook Delivery Insights Will Help Marketers Get More Value From Ads (Plus How Ads Get Shown On Facebook) appeared first on Social.

 

17 Things Every Teen Did At Warped Tour In 2006

“Find me on Myspace!”

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

You’d triple check to make sure you had your ticket handy since you couldn’t load a copy on your flip phone.

 
 

You'd triple check to make sure you had your ticket handy since you couldn't load a copy on your flip phone.

 
 
 
 
 

joey_lanza / Via instagram.com

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

In preparation for the BIG EVENT, you’d straighten the FUCK out of your hair and slap on your studded belt because you were ~super~ punk rock.

 
 

In preparation for the BIG EVENT, you'd straighten the FUCK out of your hair and slap on your studded belt because you were ~super~ punk rock.

 
 
 
 
 

lindzriot / Via instagram.com

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Or you’d have the emo shag cut going on since it was rad as hell.

 
 

Or you'd have the emo shag cut going on since it was rad as hell.

 
 
 
 
 

Creative Commons / Flickr: jag1

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

You’d also rock dozens of leather and rubber bracelets because they were cool AF.

 
 

You'd also rock dozens of leather and rubber bracelets because they were cool AF.

 
 
 
 
 

Creative Commons / Flickr: brandejackson

 
 
 
 
 

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10 real rejection letters successful people have received

JK RowlingREUTERS/Alessia Pierdomenico

Even the most successful people have to deal with rejection from time to time.

 

Best-selling author J.K. Rowling recently tweeted that she pinned her first rejection letter to her kitchen wall because it gave her something in common with her favorite writers.

 

Before her Harry Potter series sold more than 450 million copies, won innumerable awards, was made into a hit movie franchise, and transformed Rowling’s life, she lived in a cramped apartment with her daughter, jobless and penniless, and felt like the biggest failure she knew.

 

She has said she received “loads” of rejections from book publishers when she first sent out her “Harry Potter and the Philosopher’s Stone” manuscript. “I wasn’t going to give up until every single publisher turned me down, but I often feared that would happen,” she recently tweeted.

 

In 1997, Bloomsbury, a publishing house in London, finally gave her book the green light. She added the “K” to her pen name (for Kathleen, her paternal grandmother) at the publisher’s request, since women’s names were found to be less appealing to the target audience of young boys – and three days after the Harry Potter book was published in the UK, Scholastic bid $100,000 for the American publishing rights, an unprecedented amount for a children’s book at the time.

 

She is now one of the world’s top-earning authors.

 

Rowling isn’t the only successful person to receive heart-wrenching rejection letters. C.S. Lewis received 800 rejections before he sold his first piece of writing, and Mary Higgins Clark spent six years trying to get her first novel published, which she sold for $100. Forty years after that first novel, Clark accepted a $64 million book deal with Simon Schuster in the 1990s.

 

Below are 10 rejection letters that now-famous people once received:

 

Vivian Giang contributed to an earlier version of this story.

Even after publishing the best-selling book series in history, the rejection letters didn’t stop coming for Rowling.

 

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By popular request, 2 of @RGalbrath‘s rejection letters! (For inspiration, not revenge, so I’ve removed signatures.) pic.twitter.com/vVoc0x6r8W

 

 

Under the pseudonym Robert Galbraith, she submitted her 2013 novel “The Cuckoo’s Calling” to several publishing houses, some of which sent her rejection letters that she recently tweeted.

 

In a letter from publisher Constable & Robinson, a representative wrote that the company couldn’t publish the crime novel “with commercial success” and suggested the author attend writing school.

 

Her novel was eventually accepted by Sphere Books, an imprint of Little, Brown & Company, and the other publishing houses are likely kicking themselves for passing on the series. After Rowling’s identity as the author was leaked on Twitter, book sales immediately soared and topped the charts.

 
 
 

Famed fantasy writer Ursula K. Le Guin posted a rejection letter that calls her book ‘unreadable’ on her web site to remind others to ‘hang in there.’

 

ursulakleguin.com

 
 
 

Comic book artist Jim Lee says then Marvel Comics submissions editor Eliot Brown was ‘dead on’ for rejecting his page samples submission.

 

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After receiving many more rejection letter, Lee finally received a “yes” (and an assignment) from Marvel. He is now considered one of the comic book greats.

 
 
 

See the rest of the story at Business Insider