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November 16, 2018

Talk about ending the week on a negative note. Packages stuck in the biggest backlog ever in Canada, Facebook changing their approach to content... On the bright side, we have some info about Facebook Attribution and a new ad format from Google that you might wanna jump on. And for the gaming fans among you, read the news in the Poolside Chat!

November 16, 2018

November 16, 2018 2160 1440 WHAT THE AFF...

Let’s play a game…

Paul Jey is calling all marketers! Our good friend (and fan) is running a little competition on Facebook.

Can you guess the best headline from the last week’s WHAT THE AFF emails?

Check out Paul’s post and give your best guess. We’ll share the numbers with you next week!

PS: Sharing the post with your FB friends gets you extra brownie points!

E-COMMERCE

Canadian Post workers on strike means your deliveries are stuck!

There’s not much to say but give you a clear warning.

Starting today, 16th November, China Post won’t send packages to Canada! The Canadian Union of Postal Workers has demands before they accept to get back to their regular work.

Any packages in transit to Canada that have already left China will need to wait for a resolution for this strike. There’s no clear ETA so make sure you step up your customer service game and let your customers know!

And you can keep up to date with progress on the strike straight on Canada Post’s website.


FACEBOOK

A never-travelled road to collect leads on Facebook

Jon Loomer just shared a great post on how to get creative with Facebook Leads Ads. And using this kind of ads to collect more leads. Without using a lead magnet!

How? By quizzing your prospects!

Quizzes are a great way to engage with prospects cause they are interactive, give the users the chance to participate and slowly drive them in the right mood to leave their email.

And in this article, you can find a step by step guide to building a quiz on Facebook. No additional tools required.

Plus, Jon shares a good way to automatically add the contacts to your email list.

The line has moved: Borderline content is a thing that gets you in trouble now

Yesterday, in a 5000 words statement, Mark Zuckerberg announced that Facebook will start fighting borderline content.

The kind of content that comes close to violating Facebook policies, but doesn’t cross that line: misinformation, hate speech, violence, bullying and clickbait.

Why this statement from Mark?

Because there is a huge difference, between what people say and what they actually do. Do you agree?

Mark does.

People say that they don’t like borderline content on Facebook. Yet, Facebook noticed the more the content gets close to violating policies, the more people engage with it. Didn’t they say they don’t like it?

“Our research suggests that no matter where we draw the lines for what is allowed, as a piece of content gets close to that line, people will engage with it more on average  — even when they tell us afterwards they don’t like the content.” Said Zuck.

And his worry is that this could bring the newsfeed algo to prioritize borderline content. Thus, making Facebook a bad place.

For this reason, Facebook is artificially suppressing the News Feed distribution of this kind of content. Moreover, they will penalize borderline content on groups and pages also.

However, people will be able to choose. Users who purposefully want to view borderline content will be given the chance to opt-in. According to Facebook, since that borderline content doesn’t violate their standards, people must have the right to choose what they want to see.

They’ve set up a model that is opt-in, however, so most people will not opt-in. It also seems to us a lot like moving the goalpost.That’s because now what they say is borderline content is not so borderline, right? They clearly suppress its reach! But there’s a new line, drawn earlier than before…

That’s not all, there is still another update about the Facebook’s war against prohibited content…
They are going to create “the supreme court of quality content”. Say “Whaaat?”
Yes! Facebook is building an independent oversight body to judge policies compliance of content. 
Zuckerberg believes that Facebook shouldn’t have all the power over free expression. And with this new organization, he aims to give people a voice in judging the quality of content.

It will prevent the concentration of too much decision-making within their teams. Plus, it will create accountability and oversight. All this, without mixing commercial interests with community interests.

It’s obvious that Mark is really worried about his 2 billion people community. As we said in the past, regulations will become stricter and stricter. 

Yet, this is in our interest too. If people start to evacuate from Facebook because “they say they don’t like it”, who will click on our ads?

Depesh gets us FB’s take on Attribution

It looks that yesterday Depesh Mandalia attended a meeting in Facebook London offices. They talked about the Facebook Attribution tool and he shared some tips about this tool.

In his post, there is some “gold dust”, as Depesh said, that you should know:

It has a 90 days attribution window, so it takes time to collect data when first set up. Merging paid and organic paths is better. 
The Facebook team recommends using both Google Analytics and FB data to make decisions.

Attribution can show which campaigns contributed to sales. When scaling, it figures out which campaigns are contributing to good performance.

Google 360 is currently way ahead in terms of full attribution insights but it didn’t have enough data on Facebook. However, Facebook is using UTM tags to bridge the gap and they do collect as much data as Google on your site.
Not yet able to do a creative level of attribution, but it’s on the roadmap.

Fills a gap Google Analytics can’t by tracking click and view journeys via Facebook ads plus tracking other channels.
Cross-device, multiple ad touch points and multiple marketing channel attribution is what they’re trying to merge. This aims to show overall conversion paths to reallocate budgets effectively.

You need to set up a line of business for multiple accounts attribution.

More granular campaign level reports are on the roadmap!

Allows agencies to track attribution across different client accounts. If the agency sets up a line of business then the agency becomes Business Manager admin. Facebook recommends the client sets this up.

There are reporting delays and overnight reporting latency.

Reporting does use sampled data, especially in path-based data.

Facebook recognises the power of Google Analytics and internally would love to collaborate better, but knows that there’s zero chance the 2 biggest online ad platforms would collaborate.

Can’t download reports just yet it’s in the roadmap.

Check out Depesh’s post! You can ask him your own questions that might not have been covered here.


GOOGLE

Black Friday – Cyber Monday special ads from Google

100% of searches for “Black Friday” last year happened between November 19-25. And 61 percent of shoppers are open to buying from new retailers during the holiday season.

This is why Google is testing a new special Black Friday ad format.

From now until November 27th there are three types of keywords included in this experiment.

  • “Black Friday deals”
  • “Black Friday *product name* deals” + “Black Friday *company name* deals”
  • Variants of the above (including “Cyber Monday”)

The ad will show at the top of search results and be included as part of the ads that have promotion extensions.


SPONSORED

“Oh boy, how do we Deal with all these Clicks?”

Punny joke, eh? But also the reality of things.

More and more affiliate networks have to compete on things more than offers, and one item on the list is technology. Especially the tracking platform that they use.

ClickDealer is well aware of that, being a well-seasoned company in the space.

“When your line of work involves talking to people who run traffic and optimize campaigns on a daily basis, it’s not difficult to figure out their preferences in terms of attribution and tracking. The difficult thing is to build a system that would address all of them readily under a heavy load,” says Alice Leletska, COO at ClickDealer.

And what is a key factor for all of us performance focused marketers? Split testing of course!

That’s why the Rotations tool is a highlight of ClickDealer’s new in-house tracking platform. With it, affiliates can split test offers and creatives of the same offer too by using a single link. That’s right, no more piles of links and bunch of unintuitive names.

Then, the performance of each part of the campaign can be monitored within ClickDealer’s dashboard and optimized based on performance.

It’s a highly customizable interface that saves time on switching out offers and creatives manually during optimization. And who doesn’t like saving time?

Plus, now you don’t have to set up 10 different ads to test 10 similar offers. One is enough! And the link will stay the same regardless of how you change the % split among them.

That’s one of the most recent additions to ClickDealer’s in-house tracking platform, along with such great things as Domain Parking, Creatives Split, E-commerce Toolkit and many others. And there is even more to come over the next weeks!

But why not just check them all out yourself…

If you’re not already an affiliate, sign up right here!

And if you are an affiliate at ClickDealer, maybe it’s time to hit up your affiliate manager and see what’s been going on…


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

C&C remastered!

If you are half as excited about this image as we are there is some great news for you.

EA is remastering the first two games in the classic strategy series Command & Conquer, specifically for the PC.

The project hasn’t started yet, but it’s a good bet the remastered games will release in 2020, the 25th anniversary of Command & Conquer.

In the meantime, you can still give feedback on Reddit to influence how the remastered C&C experience is gonna be built.

Expect The WTAFF Crew to be busy in 2020, might see fewer emails…

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