What's new?

EU Elections Mark New Era for Facebook Paid Ads

It’s All About Smart Targeting Now That Geo-Blocking Rules are in Place

Recently Facebook has come up with the new tools for locally targeted campaigns that are aimed at preventing online advertising from being used for foreign interference. In a nutshell, the social media giant tightened paid ad rules ahead of EU parliamentary elections.

Our colleagues at 77Agency have already provided a comprehensive guide of the new ads transparency rules versus political campaigns, while we @GotU are most interested in exploring how to apply the new rules for better targeted political campaigns.

 

The very first reaction of anyone learning about the strengthening of rules on political advertising is, predictably, that of annoyance, with the nth hindrance. It is thus important to underline that it is all about modernizing and simplifying the whole process, and not complicating it.

There are namely two big novelties that will affect anyone who is interested in running political campaigns at social media. Both can be summed up in short as Transparency-Targeting-Protection.

 

 Novelty No 1

The first novelty concerns political and issue ads on Facebook and Instagram in the EU that will be now clearly labeled, including a “Paid for by” tag. The extra information on advertisers will also be available to non-Facebook users to avoid the company being blamed for trying to get new users as part of its transparency drive.

Its Impact on Your Political Campaign

“This means that you can see who is paying for the ad and, for any business or organization, their contact details,” Richard Allan, Facebook VP Global Policy Solutions, told press in a video-conference. “When you click on the label, you’ll be able to see more information such as the campaign budget associated with an individual ad, how many people saw it and their age, location and gender.”

It is important to remember that the rules will not affect groups who bought ads before then, but any new ads that do not comply will be taken down from mid-April onward.

Our Solution

The solution will be to adhere, the faster the better. Facebook invited all political campaigns to start the ads authorization process now, otherwise the social media giant “will start to block political or issue ads that have not been properly registered from mid-April.”

Novelty No 2

In the second place, political and issue ads will be restricted to their home countries: in order “to help prevent abuse and interference all EU advertisers will need to be authorized in their country to run ads related to the European Parliamentary elections. We will ask them to submit documents and use technical checks to confirm their identity and location,” the senior Facebook executive explained.

Its Impact on Your Political Campaign

The geo-blocking rules that would prevent EU-wide campaigns mean that EU political groups will not be able to use the social media platform to run Pan-European campaigns.

Our Solution

The solution will be a custom campaign with guaranteed results and automated multi-location targeting technology. Precisely the things that we @GotU do daily.

Novelty No 3

“We will be using a combination of automated systems and user reporting to enforce this policy,” Richard Allan said.

Its Impact on Your Political Campaign

Its use of automated software to filter content also means that some of the policing will be done by robots, while public is also summoned up to report on suspicious ads.

“Importantly, this means that all the people who are reaching you with ads identified as related to politics or issues have been authorized as being in your country and will be required to provide accurate information about who they are. This will help relevant authorities investigate them if they have any suspicions.”

Our Solution

No need to alarm yourselves, though, about the word “suspicious”.

Facebook chief executive Mark Zuckerberg during his recent April visit to the company’s European headquarters, declared “These are important steps, but on some level, I think people don’t want a private company deciding what is political speech and what isn’t. It seems like these are broader democratic questions that having regulation or legislation or more government involvement defining what that is and what companies need to do would be healthier overall and more sustainable.”

Apparently, Facebook does not intent becoming an online policeman but, seeking to comply with requests EU heads of state to “ensure higher standards of responsibility and transparency”, also seeks to address eventual fragilities on its end and invests into smarter targeting and transparency.

Facebook intention to explore new technologies to protect the identity of its users, politicians or not, on our side can only translate into smart, precise and sustainable political campaigns at social media.

 

Online Shopping is now with Instagram

Online shopping is now with Instagram: why brands should consider Social Networks to boost sales

This week Facebook-owned photo-sharing platform launched in the US its own e-commerce with in-app shopping button partnering with vendors including Adidas, H&M, Nike, Uniqlo, Zara and luxury brands as Balmain, Burberry, Dior, Michael Kors, Oscar de la Renta and Prada.

We @GotU are excited about this new e-shopping feature and convinced that Facebook with its new Checkout on Instagram is writing a new chapter in e-commerce right as you read this article.

Our colleagues at 77Agency have already explained the ins & outs of the new Instagram shopping checkout but here is how we @GotU see its impact of SMB marketing.

After edging towards eCommerce for some time, Facebook took a plunge with ‘Checkout on Instagram’ to facilitate in-app Shopping.

For now, only organic posts (Stories, feed posts & Explore content) from the launch partner merchants, 23 in all, will feature Checkout buttons, and ads aren’t eligible. But Facebook will found its Eldorado with its instant picturesque social network going e-commerce, as exactly what CEO Mark Zuckerberg plans for this 2019.

Today, we’re introducing checkout on Instagram.

When you find a product you love,

you can now buy it without leaving the app.

 

Given Instagram’s 120 million monthly active users in the US and the visual focus of the photo-sharing platform, it will be safe to assume than more brands will be willing to embark on the new e-commerce process.

The thing is, Checkout on Instagram can convince brands that the social network producers better return on investments as there are fewer steps to complete the purchase. Remember, we are talking in-app shopping checkout here.

 

When you tap to view a product from a brand’s shopping post,

you’ll see a “Checkout on Instagram” button on the product page.

Tap it to select from various options such as size or color,

then you’ll proceed to payment without leaving Instagram.

You’ll only need to enter your name, email, billing information

and shipping address the first time you check out.

Once your first order is complete, your information

will be securely saved for convenience the next time you shop.

You’ll also receive notifications about shipment and delivery

right inside Instagram, so you can keep track of your purchase.

 

Everything is neatly stored and kept handy in one place. “With their protected payment information in one place, they can shop their favorite brands without needing to log in and enter their information multiple times,” Instagram explains. This is smart, as the average documented online shopping cart abandonment rate is as much as the shocking 70%! Saving merchants from abandoned shopping carts left by users frustrated with having to sign up with each different brand is the key value offered here.

Consequently, Instagram’s ad business can get a boost with Checkout-equipped ads.

Checkout on Instagram is currently in closed beta

for businesses and available to people in the US.

The brands below will begin rolling out today and

over the coming weeks — and more will be coming soon!

 

 

Instagram has been recently spotted prototyping a Pinterest-style feature that would render private Collections of Saved posts visible to public. Now, that would mark a break-through for social influencers to recommend Checkout-equipped products. And it IS really astute and smart thinking in terms of proving superb UX.

And when it comes to making a purchase, 64% of customers find customer experience more important than price. According to the Guardian, by 2020, the quality of customer experience provided by a brand will be more important than price and product as a key differentiator.

Equally smart is the choice of PayPal as a partner to process the payments. A new study has found that PayPal transactions have 82% higher checkout rates than non-PayPal transactions (PP-powered checkout converts at 88.7%, as of May, 2018).

 

This is a big move for the Social Network.

 

GotU’s Lorenzo Pireddu talks about Facebook marketing on the “In Target” podcast

What are the hot topics regarding Facebook marketing? How about the latest challenges and trends in local marketing? What does an SMB need to take into consideration when planning their marketing? How about an agency or a marketing partner?

Listen to our CRO Lorenzo Pireddu discuss all this on the In Target podcast hosted by Greg Sterling from the Local Search Association. Tune in!

Rising above Advertising Clutter: Digital Strategies for Small Local Businesses to Beat the Big Guys

GotU & Bia/Kelsey Vantage Point Paper

 

GotU has published a whitepaper in collaboration with BIA/Kelsey as part of the “Vantage Points” series: Rising above Advertising Clutter – Digital Strategies for Small Local Businesses to Beat the Big Guys.

The paper taps into the challenges of small local businesses today. As digital marketing usage grows, so does the competition. Consequently, the main question most small businesses are trying to find the answer to these days goes: “How can I make sure my ads are noticed?” The same question applies to business directories, as well as local agencies and marketing partners. When even the big national companies with big budgets are using the same digital channels and targeting the same, if not bigger, audiences, the small players need to find a way to stand out. And luckily there is a way to stand out – an easy one.

Read the paper to learn insights and tactical strategies for local businesses trying to find success and beat the big companies in digital advertising.

 

 

You can also read the blog article published on BIA/Kelseys Local Media Watch blog to learn the simple steps for a successful digital advertising strategy for small local businesses.

 

GotU awarded prestigious Local Search Association (LSA) Certification – The Seal of Trust in Digital Marketing

GotU awarded LSA Certification

GotU awarded prestigious Local Search Association (LSA) Certification – The Seal of Trust in Digital Marketing

Los Angeles, 30th August 2017. GotU, the award-winning technology provider of Facebook advertising solutions for business directories, retailers and local businesses worldwide, has been awarded with the LSA Certification, the Seal of Trust in Digital Marketing, which awards marketing service providers that operate with the highest level of integrity and clarity in their business practices.

The LSA Certification Program has been created by The Local Search Association (LSA) to help businesses identify reputable and trustworthy digital marketing partners.

“The digital marketing ecosystem is expansive with too many options. This is why the LSA certification is fundamental and essential in separating trustworthy providers from the rest”, Amedeo Guffanti, the CEO and Founder of GotU stated. “Business relationships last only when there is trust. We’ve always made sure that every procedure in our operational and delivery pipeline is driven with transparency. We aim to drive sustainable success for our partners on a long term basis”.

The LSA certified companies have all passed a rigorous review process and are deemed trustworthy. The certification review process focuses on company-wide policies and processes such as: Sales practices and promises made to clients; Customer service standards and accountability; Employee hiring and training practices; Service agreements and contracts; Clear statements of pricing for products and services; and Security and privacy of information – ensuring the transparency and honesty of the company for the SMBs and marketing partners partnering with the certified companies.

“It’s an honor for us to be LSA certified and among a selected few that works hard at adhering to digital marketing business ethics”, Lorenzo Pireddu, the Commercial Director leading GotU’s Los Angeles office, stated. “We trust that this recognition will help the many local businesses, marketing partners and business directories here in the US and around the world, in their search for a right marketing partner to grow their business with.”

 

About GotU
GotU is a Los Angeles based advertising technology solutions provider for SMB Marketing Partners and business directories like Yellow Pages, as well as large retailers. GotU’s advertising solution was awarded the Facebook Innovation Spotlight award for Real Results in July 2016 and it is currently available in more than 18 countries globally. For further information, please visit www.gotu.io or contact Emma Koitola, e.koitola@gotu.io.

 

About LSA
The Local Search Association (LSA) is a not-for-profit industry association of media companies, agencies and technology providers who help businesses market to local consumers. LSA has about 300 members in 20 countries and the Association helps these members realize the power of local marketing and commerce through conferences, consulting, insights, advocacy and more. For further information, please visit www.thelsa.org.

 

See or download the official press release here.

Unleash the power of location

Contact Us