The Who’s Who… Your weekly digital marketing rundown.
Following the catastrophic events of last week, big tech companies started banning Trump from their platforms one by one. Meanwhile, Google reinstated its political ad ban until at least January 21, Facebook’s new page design moves away from page likes for public figures, and YouTube rolls out post-roll ad placements. Whew… what a week.
Trump Ban: The Who’s Who List
In the wake of the Capitol r\Riot, many tech companies responded by removing Donald Trump, as well as several affiliated people, movements, and even platforms, from their service. Axios has a running list of the backlash from platforms. It’s long, and only getting longer. Read more.
Google Reinstates Political Ad Ban
Remember when we said No More Ban? Well, we were wrong. Google announced its political ad ban is back and here to stay through at least the inauguration on January 21. In addition to banning all candidate- and election-focused ads, the platform is also prohibiting any mention of the Capitol riots in ad creative. Read more.
New Facebook Layout Deemphasizes Page Likes
Facebook’s new layout for public figures and creators now encourages users to follow a page rather than give ‘em a like. An upside for page managers? Each follower now receives push notifications of page posts. Meanwhile, Facebook gets a more effective way to measure the relevance of a public figure and the engagement of their audience. Read more.
YouTube Launches Auto Post-Roll Ads on Monetized Content
With YouTube’s latest update, monetized content longer than 10 minutes will have post-roll ads automatically turned on. However, like pre-roll and mid-roll ads, creators can opt to turn the post-roll ads off. Read more.
💡 Media Insight
How Facebook Will Be Affected by iOS 14
What You Need to Know
Apple’s new iOS update means all apps in the App Store must explicitly ask all users on iOS 14 for permission to track them. As more people opt out of tracking, ad optimization opportunities and reporting will be limited. Facebook has made it known that they disagree with Apple’s policies, but Facebook still must comply or be removed from the App Store. We don’t yet know when these policies will go into effect, but it could be as early as this month.
So, what does this mean for Facebook advertisers?
Mobile web advertisers will be limited to optimizing and reporting on eight conversion events per web domain (and subdomains will need to operate with the same conversions as the main domain). If a user opts out of tracking, advertisers will only be able to track one of those eight events, so you will need to rank your events in order of priority.
Next step: Start thinking through which eight events you will choose and how you will prioritize them. If there are other teams running Facebook ads on the same domain(s) as you, you’ll need to work with them to agree on events you will all utilize. If you haven’t already, you’ll need to verify your domain in order to configure your events.
Advertisers will see a decrease in some website custom audience sizes due to the event tracking limitations.
Seven-day click attribution will be the new standard and view-through attribution will be limited.
Demographic breakdown reporting will no longer be available for conversion events.
We can expect performance to be impacted as a result of the above, but it’s too soon to say just how significant the change will be. Keep in mind that Google’s ‘Cookiepocolypse’ was supposed to rattle digital as well, but a few simple domain tweaks circumvented most immediate changes.
As always, we advise preparation over panic. Advertisers should utilize the data they currently have to compare results within different attribution windows to get a better idea of what their future reporting might look like. However, it will be important to begin testing and establishing new baselines once these changes go into effect.
You can read more about the impact and Facebook’s updates here.
🎨 Creative Insight
2021 Design Trends You Should Look For
There’s no shortage of direct response copywriting hacks, and not all are created equal. But one of the best and most comes from Chris Maddock, an instructor at the Wizard Academy in Austin: Avoid prepositional phrases.
Why should you? Doing so makes your writing tighter and punchier without sacrificing content or meaning.
If there’s a prepositional phrase at the beginning of a sentence, you can make the sentence punchier by rearranging things so the prepositional phrase falls somewhere else. If there’s a prepositional phrase at the end of a sentence, 9 times out of 10 you can delete it and your sentence won’t just have the same meaning—you’ll have said the same thing in fewer words.
Here, let’s practice:
Original: This is the best newsletter you’ve ever read in your life.
Corrected: This is the best newsletter you’ve ever read.
Don’t believe us? Try it for yourself. This just might be the best copywriting hack you ever got.