The news of Facebook, in 2018, was really many: the algorithm has changed, going to reduce the contents coming from the pages in favor of the interaction between the various users; a new tab dedicated to job offers has been introduced, so as to give users the opportunity to discover open positions also through this social network; increasing attention has been paid to local contents, which seem increasingly favored by the algorithm; Watch Parties were introduced for groups, so as to share videos and comment on them in real-time; and again, among the novelties of Facebook in 2018 there are also the new Facebook Ads policies, which aim to protect all subscribers by prohibiting the publication of advertisements aimed at promoting misleading products and services. And it is precisely here, on the Ads front, that the news of Facebook continues to proliferate to liven up our work.
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Last fall Facebook launched the new Lookalike value-based, which has been gradually extended to all advertising accounts. This is nothing difficult - you can find them there where you can select normal custom audiences. But what are these 'lookalike' audiences that Facebook will refer to in this case? Simple, the social network will look for users with characteristics in common with those who, today, are your best users, based on the analysis of the amount spent, frequency of purchase, and so on. The potential for e-commerce managers is therefore enormous.
In the last months of 2018, Facebook decided to make Delivery Insights more visible - and therefore usable without looking for them in the Ads Management. Among other related Facebook news, there is the ability to analyze extremely important data for Facebook Ads campaigns, such as the competition rate in the auction, the audience saturation rate, and the auction overlap rate. Taken together, these data, and the related graphics can give us valuable information on the success of our individual advertisements.
All Facebook Ads advertisers should now have access to the tool to control the pixel in a real team. Let's talk about the Test Events tool, which you can find on the Business manager: from here you can therefore check the functioning of events and conversions.
Maybe you haven't even noticed it, but it's always better to know: starting from last October, the so-called first-party cookies have been automatically enabled on the pixel, in favor of the management of the various browsers.
Facebook, taking up a project from 2012, is thinking of reinserting ads at the search level on mobile and on the marketplace. This means that, when a user carries out a search relating to one of the sectors involved in the project, paid advertisements may also appear among the results. Zuckerberg's hunger for new possible outlets for advertising, therefore, does not seem to end.
These, after all, are just some of the novelties of Facebook between 2018 and 2019. And they will certainly not be the last: by next autumn, for example, as announced for some time, Campaign Budget Optimization will become the only possible choice, thus facilitating all less experienced advertising accounts. From that point on, the algorithm itself will decide where to allocate the budget for us.
