Facebook Product Update|You can add website add-ons to your ads when you create them

Facebook agency YinoLink has sorted out various new regulations and new policies issued by Meta for advertisers recently, this article is closely related to advertisers, remember to read yo~

• Meta officially protects users and businesses from fraud and scams
• Meta will officially allow advertisers to add call add-ons or WhatsApp add-ons when creating ads
• Meta will officially stop supporting research ads from the end of October
• WhatsApp Clicks Ads Purchases Optimized

Meta officially protects users and businesses from fraud and scams

Meta is committed to helping companies protect brand safety across Meta technologies and will continue to invest in developing and improving valuable product solutions. The Meta Integrity team is constantly building and improving the methods used to detect and address fraudulent content and behavior, as well as helping advertisers identify and avoid suspicious activity. In order to protect advertisers, Meta officials have used a comprehensive and multi-layered approach to combat fraud and scams.

The specific measures are as follows:

1. Establish a policy prohibiting fraud and fraud: Meta's official policy prohibits a wide variety of harmful content types, including fraud and scams, primarily content that deliberately deceives, deliberately misrepresents, or otherwise deceives or exploits others for the purpose of making money.

2. Take action against fraudulent content and countermeasures: Meta's official ongoing automated detection and content moderation system is running to detect and remove fake accounts, spam, and scam posts. Meta officials will also take legal action to hold fraudsters accountable when appropriate.

3. Provide innovative product features for users and businesses: Meta's official product team continues to introduce new security features to help businesses stay vigilant and secure when using apps.

4. Build partnerships and share information with others: In addition to working to stop fraud in Meta apps, we work with law enforcement, banks, nonprofits, and peers in the tech industry to hold bad actors accountable by sharing insights and data.

5. Conduct large-scale science popularization for global users in Meta technology: Meta has officially created a series of public publicity activities and educational resources to help global enterprises maintain cybersecurity.

6. Meta officials are relentless in improving their approach and policy implementation, and working with experts, law enforcement, and industry peers to get a head start on emerging threats.

Meta will continue to invest time and resources to combat security risks, and businesses should also play an important role in protecting the security of their accounts.

Here are some actions businesses can take to stay away from fraud and scams:

• Turn on business notifications so you'll be alerted when there are any changes to your Meta Business Manager account.
• Use the security checkup feature and enable two-factor authentication on Facebook and Instagram to help protect your account.
• Regularly review access to business accounts to ensure that only legally valid users and ad accounts are linked, and that each user and ad account has the right level of access.
• Develop a comprehensive brand protection strategy to help protect your brand and customers from harm, limit intellectual property infringement, and prevent misrepresentation and fraud about your brand.
• Businesses that have violated our policies should review Meta's official best practices for avoiding misleading ad experiences and visit our policies and information platform for more information on unfair business practices.

Frequently Asked Questions Q&A

1. Are there any changes to your policy on fraud and scams?

A: No, there are no changes to our policy at this time. However, fraudsters will use all available means to deceive them. In order to evade punishment, they have endless tricks. Content that deliberately deceives or exploits others for money violates our policies and will be removed if found. We continue to invest in improving our detection technology and audit teams, and we share information with law enforcement so they can investigate fraudsters and hold them accountable where appropriate.

2. How do you deal with scam content generated using generative AI?

A: All content, regardless of how it's created, must comply with our Advertising and Community Standards. If content or ads violate our policies, they'll be removed by us. For organic content and boosted posts that don't violate our policies, we'll add tags to help people understand if they use AI. We use a combination of industry standards (e.g., C2PA) and technology to identify and tag AI-generated or edited content to inform users on our platform.

Meta will officially allow website add-ons to be added when creating ads

Meta has officially launched new features to improve advertisers' advertising performance and improve everyone's experience of Meta's businesses, platforms and services. Businesses will be able to create ads from their Page and add two new website add-ons to their ads, the Call Add-on or the WhatsApp Add-on.

Website add-ons are designed to direct people to the advertiser's website and encourage them to call a phone number or message WhatsApp to learn about the relevant goods or services. By adding a call add-on or WhatsApp add-on to a traffic ad, advertisers can add a call-to-action button to their ad that allows customers to reach out to them by calling them or starting a new WhatsApp conversation with them.

Advertisers can create website add-ons from either their Facebook Page or Meta Business Suite, and website add-ons from their Facebook Page can boost existing posts directly or use new ad creatives.

For some advertisers, when creating an ad directly from their Page, the website add-on (call add-on or WhatsApp add-on) is automatically toggled to "On". Businesses can manually turn off this add-on at any time by selecting "None" in the website add-ons menu during the ad creation flow.

Frequently Asked Questions Q&A

1. What happens when a customer taps the call add-on?

A: If the calling add-on is enabled, customers will be redirected to your website in an in-app browser when they tap the call-to-action button and see a "Call Now" button at the bottom of the screen. Customers can then choose to call your business.

2. What happens when a customer taps the WhatsApp add-on?

A: If the WhatsApp add-on is enabled, customers will be redirected to your website in an in-app browser and see a "Whatsapp" button at the bottom of the screen when they tap the call-to-action button. Customers can then choose to start a new WhatsApp conversation with your business.

3. How do I create a website add-on?

A: When you create a website add-on from your Facebook Page, you can boost an existing post or use a new ad creative. Click here for an updated setup guide for either method. Businesses can also create website add-ons from the desktop or mobile app version of Meta Business Suite.

Meta will officially deactivate Facebook research ad placement

Meta will officially remove the ability to add polls to Facebook video ads running in the mobile version of the dynamic section from October 31, that is, research ads will no longer be supported. Advertisers are aware that Instagram research ads will not be affected and advertisers will still be able to run Instagram research ads that include polls.

If an advertiser has active Facebook survey ads, they will continue to run until 31 October. Starting October 31, Meta will officially remove the ability to create and deliver Facebook research ads to Facebook users.

Frequently Asked Questions Q&A

1. Will this affect the existing survey ads I'm running on Facebook?

A: Once we remove the ability to create Facebook research ads, we'll turn off ad serving. As of October 31st, we will stop running Facebook research ads.

2. What happens if I duplicate an existing campaign that contains Facebook survey ads? Do Facebook video ads running in mobile activity still support display polls?

A: After 31 October 2024, if an advertiser duplicates an existing campaign that contains Facebook survey ads, the new campaign will not support research ads.

3. Will this affect Instagram research ads?

A: No, there are no changes to Instagram research ads. Advertisers will still be able to run Instagram research ads.

WhatsApp Clicks Ads Purchases Optimized

Since September 5, Meta has officially launched Click to WhatsApp Ad purchase optimisation in Ads Manager for a limited number of eligible advertisers. With this update, eligible advertisers will be able to directly optimize and measure the results of their ads that click to WhatsApp based on the purchase made by a customer after initiating a WhatsApp conversation, in addition to the number of conversations.

Advertisers are eligible to use Purchases Optimisation through Message Optimisation and Audience Targeting if they send Shopping Signals, either by using orders or tags in the WhatsApp Business app, or by sending Purchase Events via the Business Messaging Conversion API. If the advertiser is already working with a Business Messaging Partner, contact them to discuss and arrange to set up the Conversions API.

Frequently Asked Questions Q&A

1. What changes have we made and why?

A: In addition to conversations, advertisers want ads that click to WhatsApp to maximise the results they value most: purchases. With this update, eligible advertisers will be able to optimise and measure the effectiveness of their ads based on the purchases they make on WhatsApp after a customer clicks on an ad that clicks on WhatsApp.

2. What metrics are reported for WhatsApp clicks ads that optimize for message purchases?

A: In Ads Manager, advertisers will see the metric "In-Meta purchases" in the default reports. Advertisers can further customise their reporting by clicking "Ads", clicking "Custom columns", and then enabling additional reporting columns ("Message conversation initiations", "Orders created", "Orders shipped", and "Purchase conversion value")

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