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If you have to choose between Facebook and Google Ads for promoting your SMB, Facebook is your best bet.

And in the debate between Microsoft Advertising and Google Ads, Google provides greater reach at a lower cost.

These are among the key findings of a new study by Cambridge University MBA students and ad platform Adzooma.

The study also considered whether landing page quality had an impact on conversion rates, and revealed new CPC and CPM benchmarks for Facebook, Microsoft, and Google Ads.

Which Factors Moved the Needle Most for Ad Performance

Facebook Ads was the most cost-effective channel on average.

Microsoft Ads was most responsive to increasing ad spend.

Google Ads had the greatest reach for the lowest cost.

How CPM and CPC Differ on Facebook, Microsoft, and Google Ads

Upon determining this connection between channel and cost KPIs, researchers went looking for the average CPM and CPC across Google, Facebook and Microsoft Ads:

This is because 54% of Bing users are over the age of 45, and a third of them have a household income of over $100,000.

How Increasing Ad Spend Impacts ROAS

Here’s what they found:

Microsoft Advertising showed the greatest ROAS for increasing budget in terms of impressions, a good metric for brand awareness campaigns.

How Sentiment Impacts Ad Performance on Google and Microsoft Ads

The opposite was true on Google Ads, where negative sentiment won the day with CTRs of:

Study participant Sunil Grewal, formerly of Amazon, said:

Landing Page Quality Had Greatest Impact on Conversion, Yet Few Excel Here

Srishti Warman, formerly an associate VP at Barclays Bank and an MBA Star winner at the Women of the Future Awards, was responsible for the study’s landing page analysis.

She explains:

“The task was to identify the key parameters that lead to a higher conversion e.g. faster page speed, better optimisation for mobile and web viewing, page responsiveness, etc. This analysis would eventually help understand not only which companies scale quickest within verticals, but critically, why.”

Warman found that although landing page best practices had the greatest impact on conversion rate, not a single one of those tested had perfect score for best practices in Lighthouse.

These best practices included using HTTPS, displaying images with correct aspect ratios, serving images with appropriate resolution, and avoiding a request for location on page loading.

Only 5% of landing pages had a perfect score for website performance checks.

That means that 95% of businesses are leaving money on the table.

Warman also noted that she was surprised to see that optimization best practices outperformed page loading speed as the most important factor in driving conversions.

In addition to the primary landing page factors studied—best practices, SEO, performance, and accessibility—Warman identified content quality, CTAs, and the PPC to landing page journey as impactful for improving conversion.

Key Takeaways from Facebook Ads v. Microsoft Advertising v. Google Ads Comparison

Facebook is, on average, the most cost-effective channel for SMBs.

Ads with positive sentiment perform better on Microsoft, and negative sentiment performs better on Google Ads.

Best practices were the most important conversion element for landing pages, followed by SEO (titles and meta descriptions, valid chúng tôi ensuring links are crawlable, etc.).


Study participants were given access to anonymized campaign data from the Adzooma platform, selected at random and spanning thousands of accounts and a variety of industries.

Participants used Lighthouse to evaluate landing page quality, as well as SEMrush, Screaming Frog, Adzooma, and Google Analytics.


Image source: All screenshots by author, February 2023

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Facebook Video Advertising – Creative Best Practices

Five ways to supercharge your Facebook video ad campaigns for your brand

Facebook is now pretty much a ubiquitous presence in many of our lives. The platform now has over 1.65 billion monthly users and is considered so influential that it was even accused of affecting the outcome of the US presidential election.

What’s been fascinating to see is how Facebook has evolved as a mobile + video-first platform over the last couple of years. Of the 1+ billion people on Facebook every day, 100 million hours of video is consumed. Emerging social apps such as Snapchat have redefined how video is consumed on mobile (from clunky and expensive to quick and informal) and Facebook themselves point to the 2024 ALS ice bucket challenge as a turning point for social video proliferation. The trend proved just how simple and easy it was for anyone to upload video online, whether it was children, parents or even grandparents:

Video is a key pillar within Facebook’s 10-year roadmap and the social media giant has made this a priority for the platform as can be seen by the exponential growth in daily video views:

And the upward trend in the popularity of video can be seen from average total shares:

Facebook is continually innovating in this area but it’s interesting to note how many of the platform’s new features are being ‘borrowed’ from social apps such as Snapchat who are leading the way with camera + storytelling + creativity + messaging/ sharing:

From Instagram to Messenger and WhatsApp, many Snapchat-like features are being acquired so it will be interesting to see how this influences the future evolution of video on Facebook as well as the big new trend in live broadcasting:

So what is required to make an effective Facebook video ad campaign? There are three key areas:

Brand-building creative

Strategic targeting


How to develop brand-building creative

 The first two principles above can be applied to great marketing in general, whereas the last two are specific to Facebook. Facebook’s News Feed is a unique environment and a very competitive space for users’ attention. For a video ad to really stand out and get noticed there are five executional mandatories:

1. Post videos natively

Videos should be uploaded and hosted on Facebook as opposed to linking to a video hosted on Vimeo, YouTube or any other platform. Hosting natively on Facebook correlates with higher views, shares and CTRs as can be seen from this study run by Search Engine Journal in 2024:

2. Create a ‘hook’ within the first three seconds

The first three seconds are crucial and whether you’re measuring ad recall, brand awareness or sales, the value of your video ad happens quickly and increases with duration. Facebook found with Nielsen that up to 47% of the value in a video campaign was delivered in the first three seconds, while up to 74% of the value was delivered in the first ten.

Whether it’s a message, question or statement, you need to draw the user in and keep them watching until the end whilst also using this opportunity to introduce the brand early in a meaningful way.

3. Keep the audience’s attention

“Incremental value goes beyond the first few seconds. What ultimately matters is the content and story. While people tend to watch short videos, they will watch long videos as long as the longer videos are telling good stories”.

Great stories appeal to people’s curiosity, compassion and emotions (funny, sad or angry) so create something that makes the audience want to keep watching until the end. Heathrow’s Christmas campaign included a 60 and 14 second version of the ‘Best gift of All’ teddybear ad and both had strong results because the story captivates the audience through to the end:

4. Make sure the video ad conveys the message without sound

Sometimes a user may choose to watch a video without sound so the ad should make sense and convey the story effectively so that people are engaged even if a video is playing silently.

Consider creative subtitles and prompts to bring the ad to life in a meaningful way without sound on a smaller mobile screen. The US insurer Geico took their original 30 second TV ad and shortened it for Facebook and included subtitles to make the story stand out:

5. Make full use of CTA buttons

‘Shop Now’, ‘Learn More’, ‘Download’, ‘Watch More’ etc. are all impactful CTAs that can prompt the user to act based on the ad’s message:

Develop a congruent consumer experience that enables the user to seamlessly move from the Facebook app through to another page or app to increase conversion rates.


An effective Facebook video ad campaign follows many of the common best practices applicable to all marketing, including establishing creative consistency, providing an emotional award and delivering content that makes consumers stop and take notice in a very noisy space.

However the Facebook newsfeed is a unique environment and to really make an impact marketers must build creative that works for the platform and the frame of mind the typical Facebook user is likely to be in. A successful video ad will therefore make an impact within the first three seconds, make sense without sound (videos autoplay in silence) and where relevant, include a call-to-action to prompt users to take action.

Facebook Warning Users Before Sharing Covid

Facebook users are seeing a new notification screen when sharing COVID-19 links, warning them the content may be old or inaccurate.

The notification is designed to help make users aware of how recent the content is, and inform them about the source that published it.

Facebook will also direct users to its COVID-19 information center that contains credible information from global health authorities.

In an announcement, the company states:

“We want to make sure people have the context they need to make informed decisions about what to share on Facebook, especially when it comes to COVID-19 content.

So today, we’re starting to roll out a global notification screen to give people more context about COVID-19 related links when they are about to share them.”

The notification screen will not appear when users share links from credible health authorities such as the World Health Organization.

Facebook doesn’t want to slow the spread of credible information in any way. But time will tell if it has any impact on sharing misinformation.

Even with this measure in place, there’s nothing to stop users from sharing whatever links they want about COVID-19.

Although users will have more context about the link they’re sharing, ultimately they can still choose to share it.

David Gillis of Facebook’s design team says the company has seen good results from informed sharing screens so far:

We have seen good results from our informed sharing screens, and today are rolling out a new treatment for COVID-19 related links.

— David Gillis (@davegillis) August 12, 2023

The informed sharing screen he’s referring to is one that was introduced in June to warn users about sharing content older than 90 days.

Here’s some background information on informed sharing screens.

Facebook’s Informed Sharing Screens

Facebook launched an initiative in June to warn users when they’re about to share links that are a few months old.

The notification screen for old links appears regardless of the source of the content.

So even if the old content is from a trusted authority, Facebook will still display the warning screen.

According to Facebook’s research, the timeliness of an article is key when users decide what to read, trust, and share.

However, not everyone checks the date on an article before sharing it with others.

After it’s shared others may see the link in their feed and also assume it’s recent.

That’s what Facebook is trying to mitigate with informed sharing screens.

And, according to Facebook’s design team, it’s working.

Now, Facebook is applying the exact same measures to COVID-19 links.

It will be interesting to see if Facebook expands this feature to other types of content in the future.

There’s certainly other types of content that warrant this type of warning.

Many argue Facebook isn’t doing enough to stop the spread of inaccurate, and potentially harmful, content on its platform

Perhaps the company may implement even harsher measures than this at some point?

Source: Facebook Newsroom

How To Boost Your Facebook Fans

With more than 800 million active users, Facebook was able to connecte businesses with their existing and potential market all over the world. However, not all brands with Facebook Page could easily acquire fans. In fact, it requires hard work and knowledge on how brands can best deliver what their fans want.

Integrate Email Marketing

Online marketers would agree that Facebook could promote a business faster than email marketing. When a user likes your page, it will appear on his or her friends’ News Feed. However, email marketing is one way to keep the communication constant and troll-free. It actually solidifies relationship between the brand and the customers. Include social links in all your emails, or send a monthly news letter to promote your page.

Give Incentives to New Fans

Providing incentives is one of the best ways to encourage first-time visitors to like your page. You can post special rewards on your Facebook Page’s About section, through your monthly newsletter, or through your website. Just require them to like your page before getting their incentive.

Create a “Word of Mouth” Contest

Giving incentives to first-time likers can increase engagement, promote your page farther, and expand your fan base. But if you’re budget constrained, look for partners who are willing to sponsor your contest in exchange of additional exposure for their brand. Your contest can be as simple as “Why should you win our prize?” Ask them to mention you and your partner’s brand on their Wall, and let them spread the word for you.

Just remember to read and follow Facebook’s Terms of Service before you run your contest. To give you an idea, working with a representative can let you do more on the network. However, you can only talk to a representative if you’re spending five figures on Facebook Ads already.

Turn Your Buyers into Facebook Fans

Although having a Facebook Page can help you attract more potential customers, you can also integrate your Facebook marketing campaign through your online shop. It’ll be easier to ask your buyers to like your page because they are fans of your products already. When a user purchases something on your website, add a Facebook Like Box on your Thank You or confirmation page. You can also announce contests that will require your customers to like your page first. Again, just be mindful of the ToS.

Although it is not an end to your means, acquiring Facebook fans can give you better revenue stream. You just have to know how you can invite and keep them on your page. In turn, your fan base will become your consumer base.

How To Integrate Facebook Using Kotlin?

<com.facebook.login.widget.LoginButton    android:id=”@+id/loginButton”    android:layout_width=”wrap_content”    android:layout_height=”wrap_content”    android:layout_gravity=”center_horizontal”    android:layout_marginTop=”30dp” import android.os.Bundle import android.util.Log import import com.facebook.AccessToken import com.facebook.CallbackManager import com.facebook.FacebookCallback import com.facebook.FacebookException import com.facebook.login.LoginManager import com.facebook.login.LoginResult import com.facebook.login.widget.LoginButton @Suppress(“DEPRECATION”) class MainActivity : AppCompatActivity() {    lateinit var callbackManager: CallbackManager    private val EMAIL = “email”    override fun onCreate(savedInstanceState: Bundle?) {       super.onCreate(savedInstanceState)       setContentView(R.layout.activity_main)          loginButton.setReadPermissions(listOf(EMAIL))          callbackManager = CallbackManager.Factory.create()          // If you are using in a fragment, call loginButton.setFragment(this);          // Callback registration          // If you are using in a fragment, call loginButton.setFragment(this);          // Callback registration             override fun onSuccess(loginResult: LoginResult?) {                Log.d(“MainActivity”, “Facebook token: ” + loginResult!!.accessToken.token)                startActivity(                   Intent(                      applicationContext,                               )                )// App code             }             override fun onCancel() {          }          override fun onError(exception: FacebookException) {       }    })    callbackManager = CallbackManager.Factory.create()    LoginManager.getInstance().registerCallback(callbackManager,       override fun onSuccess(loginResult: LoginResult?) {    }    override fun onCancel() {    }    override fun onError(exception: FacebookException) {    }    val accessToken = AccessToken.getCurrentAccessToken()    accessToken != null && !accessToken.isExpired    }    override fun onActivityResult(       requestCode: Int,       resultCode: Int,       data: Intent?    ) {       callbackManager.onActivityResult(requestCode, resultCode, data)       super.onActivityResult(requestCode, resultCode, data)       callbackManager.onActivityResult(requestCode, resultCode, data)    } }

Step 9 − Create a class naming chúng tôi which extends Application and add the following −

import import com.facebook.FacebookSdk import com.facebook.appevents.AppEventsLogger @Suppress("DEPRECATION") class MyApplication : Application() {    override fun onCreate() {       super.onCreate()       FacebookSdk.sdkInitialize(applicationContext)       AppEventsLogger.activateApp(this)    } }

Step 10 − Create a new activity for Logout and add the following code −

chúng tôi

import android.os.Bundle import android.view.View import android.widget.Button import import com.facebook.AccessToken import com.facebook.GraphRequest import com.facebook.HttpMethod import com.facebook.login.LoginManager class LogoutActivity : AppCompatActivity() {    override fun onCreate(savedInstanceState: Bundle?) {       super.onCreate(savedInstanceState)       setContentView(R.layout.logout_activity)          // Logout          if (AccessToken.getCurrentAccessToken() != null) {             GraphRequest(                AccessToken.getCurrentAccessToken(), "/me/permissions/", null, HttpMethod.DELETE,                GraphRequest.Callback {                   AccessToken.setCurrentAccessToken(null)                   LoginManager.getInstance().logOut()                   finish()                }             ).executeAsync()          }       })    }    android:layout_width="match_parent"    <LinearLayout       android:layout_width="match_parent"       android:layout_height="wrap_content"       android:layout_centerInParent="true"    <TextView       android:layout_width="wrap_content"       android:layout_height="wrap_content"       android:layout_gravity="center_horizontal"    <Button       android:id="@+id/btnLogout"       android:layout_width="match_parent"       android:layout_height="wrap_content"       android:layout_margin="20dp"       android:background="#3c66c4"       android:text="Logout"       android:textAllCaps="false"    <application       android:allowBackup="true"       android:icon="@mipmap/ic_launcher"       android:label="@string/app_name"       android:roundIcon="@mipmap/ic_launcher_round"       android:supportsRtl="true"       <meta-data          android:name="com.facebook.sdk.ApplicationId"       <activity          android:name="com.facebook.FacebookActivity"     <activity

Ipad Vs. Microsoft Tablet: Microsoft Mistakes And The Future Pc

Let’s talk about both things.

At the All Things Digital (D8) conference this week, Steve Jobs eluded to a touch screen monitor/PC he was bringing to market and also made reference to blending the iPad and iPhone into a single chúng tôi the two statements, the first is more telling because it goes to the core of one of the reasons the Microsoft Tablet computer wasn’t successful, and it creates a better foundation for the kind of change Bill Gates imagined but Microsoft failed to drive.Let’s talk about both things.

Around a decade ago Microsoft introduced the tablet computer. A lot of us predicted that it would form the basis of PCs to come, that pen and touch would supplement the mouse, touchpad, and keyboard and that future PCs would be defined by all three interfaces.

However, the Tablet PC never really made it out of vertical markets, it didn’t define the next generation of PCs, and it wasn’t until the iPhone and then the iPad that touch screen monitors seemed to get the interest of the masses.

Microsoft made three mistakes.Let’s take each in turn. All are based on not understanding that people resist change and need to be dragged into doing something different.Microsoft isn’t alone in missing this — IBM has made this same mistake and it was one of a number of reasons OS/2 failed. And Apple itself made this mistake with the predecessor to the iPad, the Newton.

The first mistake was to allow the proliferation of clam-shell tablet computers with chúng tôi was a mistake because users weren’t forced to use the tablet function in the computer and gravitated back to the readily available keyboard and chúng tôi form factor became the most popular, but since the tablet capability was rarely used they were simply heavier and more expensive laptops that often had a hinge that was either over-engineered or prone to chúng tôi folks who used them went back to regular laptops for their next PC purchase.

The second mistake was to not change the user interface to adapt to the new input chúng tôi if you used Touch or a Stylus the Windows UI was designed for a mouse and was awkward for touch. This mistake carried over into the Windows Mobile platform and was one of the reasons the platform wasn’t as successful as Apple’s.This is being corrected with Windows Phone 7 but by not changing the interface people weren’t attracted to the new input method and gravitated back to old form factors.

The third mistake — and the one Steve Jobs indicated he is moving to correct — is that the user experience didn’t gravitate to monitors, so even if you got used to it, if you used a large monitor with your Tablet you had to go back to using a mouse or touchpad and chúng tôi you didn’t reinforce the new input method and it was less likely to become a habit. The end result was that that Tablet didn’t take off.

Apple first introduced touch in a cell phone in a market where they weren’t currently chúng tôi you wanted an iPhone you had to use touch, there was no keyboard or mouse to fall back on.

Even so, initial volumes were a fraction of what they became and many folks who used Blackberries still preferred, and still prefer, a keyboard. Showcasing the problem didn’t go away, it was simply a weaker problem with this class of chúng tôi passed this to the iPod, which had no interface; this increased the breadth of people using touch. They waited until they had a large enough group comfortable with touch before introducing it into a larger device that also did not have an included keyboard and was difficult to use with a mouse. People do use keyboards with the iPad but they virtually all use touch instead of a mouse to navigate.

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