A LOT has been going on in the realm of Facebook, now META!
And today we’re diving into all the major updates,
And more importantly, keeping you safe.
1 Let me start off with the Scams that I and my team have been receiving.
If you’re running ads, then you may have received
An email that looks almost innocuous…
But which includes a Facebook link.
Here’s one sample message:
It includes lots of “kind of Facebook” info,
But Facebook also confirms that nothing comes from them from that email address.
We have not clicked through, so we don’t know
What’s on the other end of that link…
And we don’t want to find out!
If anyone is impersonating Facebook, then:
Delete, Flag, Block!
Most of all – do NOT click on that potentially harmful link!
***All notifications and messages from Facebook will arrive from
Some address that is very similar to this, depending on the department:
For most things advertising-specific:
@support.facebook.com
For most things Page and Business Manager-related:
@facebookmail.com
@business.fb.com
If it’s from anything without Facebook/fb in the domain, delete immediately.
Having said that, if you are remotely curious about the notification,
Or alert included in the message,
Then go directly inside your Facebook accounts to investigate,
Where you will see any relevant notifications.
PRO TIP: Always confirm email addresses from senders,
As well as urls on websites where you have landed,
To ensure they look legitimate.
2 ODAX has arrived for ad Objectives!
To me ODAX sounds like a James Bond villain,
But it’s far less insidious.
In a nutshell, Facebook has consolidated its 11 previous ad objectives,
Into a tidy, more user-friendly 6
Based on your goals and intentions:
- Awareness (formerly Brand, Reach)
- Traffic
- Engagement (formerly Likes, Engagement, Video Views)
- Leads (formerly Conversions, Lead Generation, Messenger)
- Sales (also formerly Conversions, see Below)
- App Promotion
If you’re very used to making magic with various earlier objectives,
There are some changes that can confuse:
Engagement, for example, now will create
Engagement, Likes or Video Views, depending on the content,
So ensure you’re not creating a Likes campaign when you truly want Engagement.
And if you’re content is a video, then it’s automatically made Video Views.
Similarly, the earlier Conversions option has disappeared,
And is now absorbed into either Leads or Sales.
So for a Lead Conversion, you’d choose Lead,
And for a Purchase/Sales Conversion, you’d choose Sales.
However, the Lead Generation option now also falls under Leads,
So when you’d choose your Form for that option,
The system will use only that format, and not a Conversion.
It’s an adjustment, so be conscious and aware of the set up options
When creating any new campaigns.
3 With the iOS updates, all advertising across all tools and channels
Has become far more complex.
To address this, Facebook has introduced the Meta Pro Team.
Basically, Facebook has invested in a lot more customer service reps,
Many of whom are Stateside and can easily understand your issues,
To help troubleshoot, and of course, increase sales.
While they are helpful, they are still in essence the same
“Marketing Pros” you could get a call with earlier.
As so many tech changes happen so often these days,
I still take these calls on behalf of clients,
But it’s mostly the same, with the odd helpful nugget,
Though often even they don’t have answers
To very simple technical questions.
And as a side note, they do not replace the bots
That generate approvals, rejections and account disabling.
In my experience so far, they cannot override the system easily,
For quick account reinstatement, for example.
In addition, there is a LOT more email communication from Facebook/Meta
With lots of new internal tools, and helpful offers.
Please know that for all of our Done-For-You advertising,
We’re aware and using the valuable options
That are now available to us.
The rest we are leaving aside.
Because Facebook Advertising has become far less easy
Over the past 18 months, we’ve even re-branded to reflect that.
More on that coming very soon,
To provide you the most support!
50 Weeks Of Giving!
As Purple Heart Day is this coming Saturday, this week we serve Disabled Veterans National Foundation (DVNF).
DVNF provides support to disabled and at-risk veterans who leave the military wounded
After defending our safety and our freedom.
I personally cannot even get my head around going through
A military training camp,
Let alone going into a real war zone.
For those who defend on our behalf, please support them here.
