Meta Makes It Easier To Run Cryptocurrency Ads
It’s now easier to run ads about cryptocurrency on Meta. Businesses can now obtain a regulatory license instead of going through a whole application process.
Meta is expanding the number of regulatory licenses it accepts from three to 27, which should make many more businesses immediately eligible to run ads about crypto.
Why Is Meta Changing Its Policies On Running Ads About Cryptocurrency?
Meta says it’s changing its policies because the cryptocurrency landscape has matured and stabilized in recent years.
In addition, more government regulations have been put in place that set clear rules for the industry.
As a result, Meta can make its policy on running ads about cryptocurrency more equitable and transparent.
What Does This Mean For Advertisers?
Advertisers who were previously approved to run ads about cryptocurrency will not be impacted by this change.
The list of products and services that require pre-approval also won’t change.
What is changing are the steps businesses have to go through to receive permission to run these types of ads.
Businesses that hold at least one of the 27 licenses and registrations accepted by Meta can receive permission to run ads about crypto.
Who Needs Permission To Run Ads About Crypto?
The following types of businesses and service providers are required to obtain permission to run ads about crypto:
- Platforms, software apps or products known as cryptocurrency exchanges and trading platforms.
- Platforms, software apps, or products that offer cryptocurrency lending and borrowing.
- Cryptocurrency wallets that also allow people to buy, sell, swap, or stake their cryptocurrency tokens.
- Hardware and software for cryptocurrency mining.
Who Doesn’t Need Permission?
The following types of businesses and service providers are not required to obtain permission to run ads about crypto:
- Tax services for cryptocurrency companies.
- Events, education and news related to cryptocurrency (where no cryptocurrency products or services are on offer).
- Blockchain technology news.
- Services and products based on blockchain technology that are not a virtual currency, e.g. NFTs.
- Cryptocurrency wallets that allow users to store their cryptocurrency tokens without features of buying, selling, swapping, or staking their cryptocurrency tokens.
As cryptocurrency is an evolving space, Meta may refine its rules over time as the industry changes.
The company will continue to review available licenses and may expand its eligibility list in the future.
Source: Meta Makes It Easier To Run Cryptocurrency Ads
Demographic audiences deliver twice the reach of narrow interest audiences, according to Facebook
Demographic audiences delivered nearly twice the reach (+99%) of interest audiences in campaigns with the same budget when the selected interest audiences were too narrow, according to a study of consumer packaged goods (CPG) campaigns published by Facebook. However, both types of targeting performed comparably when interest audiences were broad enough.
The analysis included 50 CPG campaigns in the EMEA region, measured using Facebook Brand Lift.
Demographic outperforms interest audiences that are too narrow. Interest-based targeting is inherently more limited than demographic-based targeting. To overcome that difference, the campaign with the lower reach needs to compensate with greater efficiency. Interest targeting does deliver greater efficiency, but it’s unlikely to make up the difference.
Both demographic- and interest-based targeting can deliver reach. The two strategies achieved comparable reach with the same budget when interest audiences were broad enough to provide sufficient reach. When both could deliver comparable reach — within 20% of the other — for the same budget, Facebook’s analysis showed that they were equally likely to be the winning, cost-effective strategy.
Your objectives should dictate your strategy. Demographic targeting was the winning strategy 1.6x more often at the top of the funnel, while interest targeting was the winning strategy 2x more often at the bottom of the funnel, according to the analysis.
Source: Demographic audiences deliver twice the reach of narrow interest audiences, according to Facebook
YouTube’s experimental tool for creators simplifies keyword research and identifies content gaps
YouTube Search Insights is an experimental feature that shows creators search data such as the queries that led viewers to their videos or query data across YouTube’s entire audience. It can also identify content gaps (when viewers can’t find the exact content they’re looking for). Search Insights was announced on YouTube’s Creator Insider channel on Thursday, November 25, 2021; the company has not provided a timeline for the rollout.
The new features are spread across two tabs within YouTube Insights: “Your viewers’ searches” and “Searches across YouTube.”
Your viewers’ searches. The “Your viewers’ searches” tab (shown below) displays the top searches from your viewers or from channels similar to yours. YouTube-wide search volume for the term is also available, although it is described generically as low, medium or high.
Searches across YouTube. This tab goes beyond a channel’s own audience and allows creators to explore searches across YouTube’s entire audience. This data is searchable, so creators can, for example, type in “Chromebook” to view the most popular keywords viewers are using to find Chromebook-related content.
Content gaps. “We’re also testing a new concept called content gaps,” Alina Verbenchuk of Creator Insider said, “A search becomes a content gap when viewers can’t find the information they were looking for.” Content gaps can include instances when users can’t find any results for a particular query or the content they found is low quality, she provided as examples. When applicable, content gap labels appear next to keywords (as shown above) and content gap filters will be available in both the Searches across YouTube and Your viewers’ searches tabs.
Source: YouTube’s experimental tool for creators simplifies keyword research and identifies content gaps
Google December 2021 Product Review Update
The update is called the December 201 Product Review Update and will take three weeks to fully roll out.
This update is preceded by a Spam Update in early November and a Core Algorithm Update that finished rolling out at the end of November.
While some may feel it ill-timed or mean for Google to roll out updates during the busiest shopping season, so far these updates have not been especially disruptive.
Yet it would be most unfortunate if legitimate product review sites unintentionally lost rankings during this critical time of the year.
Product Review Page Ranking Assessment
Google’s announcement makes reference to an “automated assessment” that is specific to product reviews. It also notes that product review pages will also be ranked by the other ranking factors common to other web pages.
New Product Review Best Practices
Google also gave an advanced warning that they will be introducing two new product review requirements that are clearly aimed at fake product reviews.
The first requirement is that a product review provide on-page evidence that a product has actually been handled and reviewed.
Many low quality reviews are clearly affiliate sites posting bogus reviews that are closer to rewritten versions of the product specifications.
The second requirement is that product reviews offer multiple buying options.
Promoting Quality Product Reviews
Many products are expensive to review, such as kayaks, which is why there are so many fake reviews that do not feature original images of the products because no kayak was actually reviewed.
One has to wonder if these new requirements could backfire by causing fake review sites to respond by adding fake hands-on assessment content and images.
Source: Google December 2021 Product Review Update
WooCommerce 6.0 RC 1
We’re excited to announce that the first release candidate for WooCommerce 6.0 is now available. We are currently on track for our planned December 14th release date.
Changes
Since the beta release, the follow changes have been made:
- WooCommerce Admin’s feature plugin has reached a stable version, and is now being included as 2.9.0. The changelog is available here.
- WooCommerce Blocks has been updated to 6.3.3. The changelog is available here.
Testing
If you’d like to dive in and help test this new release, our handy WooCommerce Beta Tester plugin allows you to switch between beta versions and release candidates. You can also download the release from wordpress.org.
A set of testing instructions has been published on our Wiki page in GitHub. We’ve also posted a helpful writeup on beta testing to help get you started.
If you discover any bugs during the testing process, please let us know by logging a report in GitHub.
Source: WooCommerce 6.0 RC 1
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