WhatsApp for Business – Verification and Channels

Verification on WhatsApp Business: The Key to Credibility

Whether you run a thriving e-commerce business or a local café, verifying your WhatsApp Business account can significantly boost customer trust in your services. But how does this verification process actually work, and what does it take to get the coveted green checkmark next to your business name? In this article, we’ll take a closer look at the verification process.

Why Is Verification on WhatsApp So Important?

WhatsApp’s role in the business world is growing steadily. More and more companies are using the messaging app to connect with customers. Verification is crucial here: the green checkmark next to your business name signals that WhatsApp has confirmed the authenticity of your account. This not only builds trust but also increases the likelihood that customers will engage with your business through WhatsApp.

The Different Types of Business Accounts

Before diving into the details of verification, it helps to understand the different types of WhatsApp Business accounts:

• Standard Business Account: Once you create an account via the WhatsApp Business app or API, you automatically get this type. It allows you to fill out your profile with relevant business information but does not display a green checkmark.
• Official Business Account: This is essentially the “VIP status” of WhatsApp Business accounts. Alongside the business name, a green checkmark appears, confirming the authenticity of the company. This status is particularly attractive for large and well-known brands.

How to Get Verified: A Step-by-Step Guide

WhatsApp is not fully transparent about the exact criteria for granting the green checkmark. However, there are some practical steps that can increase your chances:

• Complete Profile: Ensure all information in your WhatsApp Business profile is accurate and complete — including opening hours, address, and a detailed description of your products or services.
• Online Presence: A detailed Wikipedia entry and a strong presence on platforms like Facebook or Instagram (ideally with 10,000+ followers) can improve your chances.
• WhatsApp Business API: An API account is essential. Operating through the API rather than just the app can be advantageous.
• Patience: The verification process can take time. Reapplying too often may actually slow things down.

Integration and Verification Through Third-Party Providers

There are external providers like Userlike that make it easier to integrate WhatsApp Business. With these providers, you can also apply for verification through a dedicated form. However, final approval still depends on WhatsApp itself and is not guaranteed.

WhatsApp Channels: A Revolution in Customer Communication

Over the past few years, WhatsApp has strengthened its position as a primary communication tool for billions of users worldwide. Naturally, businesses are eager to leverage the platform for customer service and marketing. One of the most exciting developments in this area is WhatsApp Channels. But what exactly are they, and how can businesses benefit from them? Let’s dive in.

What Are WhatsApp Channels?

Put simply, WhatsApp Channels are dedicated communication channels within the WhatsApp Business platform that allow companies to reach specific target groups directly and personally. They function similarly to an email newsletter, except that communication happens via WhatsApp.

The Benefits of WhatsApp Channels

• Personalized Communication: Unlike traditional marketing emails, WhatsApp Channels enable direct and personal customer engagement.
• Higher Open Rates: WhatsApp messages are typically read much faster and more frequently than emails.
• Interactive Features: Businesses can include images, videos, and links to make messages more engaging and encourage customer interaction.

How to Use WhatsApp Channels Effectively

• Audience Segmentation: Carefully define which audience should receive which type of message. Tailored communication significantly improves engagement.
• Consistent but Not Overwhelming: Stay in touch with regular updates, but avoid over-messaging, which could annoy users.
• Encourage Feedback: Use WhatsApp’s two-way communication to gather customer feedback and refine your strategy.

Privacy and Consent

One crucial factor when using WhatsApp Channels is compliance with data protection regulations. Customers must explicitly consent to receiving messages on WhatsApp. Businesses should also remain transparent about how customer data is used and protected.

‍

Advanced Matching in Meta

Everything You Need to Know About Advanced Matching in Meta Ads Manager

What Is Advanced Matching in Meta Ads Manager?

In short, Advanced Matching is a feature that enables more precise attribution of website events to user profiles. It works by sending additional customer information (such as email addresses, names, and other user data) along with website events to Meta.

Why Should You Use Advanced Matching?

• Audience Optimization: With more accurate data, Meta can better identify the users most likely to respond to your offer and adjust ad delivery accordingly.
• Improved Attribution: It allows for more accurate tracking of which users actually converted after seeing your ads.

Step-by-Step Guide to Setting Up Advanced Matching

1. Collect User Data
Make sure you are collecting relevant user data such as names, email addresses, and phone numbers. Always ensure compliance with data protection laws and regulations.

2. Hashing the Data
Before sending user data to Meta, it must be hashed to protect user privacy. Hashing converts the data into a unique string of characters. Fortunately, Meta provides tools to simplify this process.

3. Integrate the Meta Pixel or Conversion API
Depending on your chosen method, you’ll need to implement the corresponding code on your website.

• For the Meta Pixel:
  • Go to the Meta Events Manager and select your pixel.
  • Click “Set up Pixel Code.”
  • Choose “Manually add code.”
  • Copy the pixel code and paste it between the <head> tags of each page on your website.
• For the Conversion API:
  • Go to the Meta Events Manager and select your data source.
  • Click “Set up Data Source.”
  • Follow the instructions to configure the API.

4. Add Advanced Matching Data
Once your Pixel or API is set up, you can add advanced matching parameters to your code.

Example (for the Meta Pixel):

fbq('init', 'YourPixelID', {
  em: 'email_hash',
  fn: 'first_name_hash',
  ln: 'last_name_hash',
  // ... additional data ...
});


5. Test and Verify
Use the Facebook Pixel Helper or the Event Test Tool in Meta Events Manager to ensure your data is being transmitted correctly.

Conclusion

Advanced Matching is a powerful way to enhance ad performance and gain more accurate insights into your audience. By following the steps above, you can successfully implement this feature and make your campaigns more effective.

‍

Facebook Ads KPI Benchmarks

KPI Benchmarks Across Different Industries at a Glance

Understanding the performance indicators of Facebook ads is essential for success in digital marketing. To help you better evaluate your marketing efforts, we have analyzed extensive KPI data from March 2023 across various industries.

Click-Through Rate (CTR)

• Median across all industries: 1.49%
• Apparel & Footwear: 2.06%
• Technology: 0.73%
• Healthcare: 0.75%
• Travel & Tourism: 1.20%
• Education: 1.54%

Analysis & Tips:
Apparel & Footwear show the highest CTR, indicating effective audience targeting and engaging ad creatives. Lower CTRs in Technology and Healthcare suggest improving ad copy and visuals. A/B testing is highly recommended.

Cost Per Click (CPC)

• Median across all industries: $0.40
• Food & Beverage: $0.18
• IT & Software: $0.85
• Retail: $0.32
• Construction: $0.60

Analysis & Tips:
Food & Beverage enjoys the lowest CPC, possibly due to lower competition or a more focused audience. IT & Software has the highest CPC, likely due to product complexity. Using Lookalike Audiences can help reduce CPC.

Cost Per Thousand Impressions (CPM)

• Median across all industries: $5.61
• Technology: $9.89
• Healthcare: $4.25
• Entertainment: $5.10
• Sports: $6.30

Analysis & Tips:
Technology has the highest CPM, which may indicate a highly specific or competitive audience. Strategies to lower CPM include optimizing bidding strategies and experimenting with different ad formats.

Ad Spend

• Median across all industries: $1,691.08
• Automotive: $4,046.77
• Education: $1,300.50
• Food & Beverage: $1,950.70

Analysis & Tips:
Automotive spends the most on Facebook ads, reflecting higher customer acquisition costs. Detailed spend analysis and budget adjustments are crucial for optimal ROI.

Impressions

• Median across all industries: 295.88K
• Apparel & Footwear: 459.01K
• Travel & Tourism: 201.43K
• Construction: 120.80K

Analysis & Tips:
Apparel & Footwear generate the most impressions, likely due to broader interest and larger budgets. Effective targeting and relevant creatives can further increase impressions.

These benchmarks give you a reference point to compare your own campaign performance and understand what values are “normal.” Use this data as a starting point for your own analysis and optimization.

‍

Google Ads Support for Businesses – An Overview of All Options

Success in online marketing can be a complex task, especially considering the wide range of tools and platforms available today. One of the most prominent platforms is Google Ads, a key component for many businesses to effectively promote their products and services. But what happens if you encounter problems or need help getting the most out of your Google Ads campaigns? This article answers those questions and provides an overview of Google Ads support for businesses.

First Point of Contact: Google Ads Support
Google offers a variety of support options to help you work with Google Ads, whether you need assistance with ads, have SEA-related questions, or encounter technical issues. There are several ways to get help.

Phone Support
One of the fastest ways to get assistance is via phone support. You can directly reach a Google expert who can help answer your questions. In Germany, you can contact the Google Ads hotline for new and existing customers at the following numbers:

• Existing customers: +49 (0) 800 627 0914
• New customers: +49 (0) 800 589 4944

The hotline is available Monday to Friday, 9:00 a.m. to 6:00 p.m.

Contact Form
Google also provides a contact form for inquiries. You can reach the Google Ads contact form here: Google Ads Contact Form

Google Ads Community
The Google Ads Community is another valuable source of support and knowledge. Here, you can ask questions and receive answers from other users and Google employees. You can also search for similar questions that have already been answered to quickly find solutions.

YouTube Tutorials
For visually-oriented users, the Google Ads YouTube channel offers a wealth of tutorials showing how to create campaigns on mobile devices, set keywords, and choose the right budget. These tutorials are especially helpful for beginners.

Personalized Support for Your Campaign
Not sure how to start your first campaign? No problem! Google offers personalized assistance to help businesses get started with Google Ads. You can schedule a call or chat with a Google Ads expert, who will guide you through the first steps of launching your campaign for free.

In addition to hands-on guidance, Google provides information about the latest platform features, including new AI functionalities in Google Ads. This ensures you stay up to date and can continuously optimize your marketing.

Before your campaign goes live, you can have it reviewed. Google experts create a media plan, select appropriate keywords, and help optimize your budget.

In summary, Google Ads provides comprehensive support to help you get the most out of your advertising campaigns. Whether you are just starting out or already an experienced user, Google Ads support is available to help make your online advertising successful.

Here’s the link to Google Ads support for businesses: Google Ads Support

‍

Facebook Ads Support for Businesses – Tips and Features

Effectively using Facebook Ads can be challenging. Fortunately, Facebook provides numerous resources to support businesses and ensure they get the most out of their advertising strategy. This article serves as a guide to Facebook’s support offerings and available resources.

Basic Support
The starting point for anyone working with Facebook Ads is the Facebook Help Center. Here, you can find detailed information on all aspects of Facebook, including a dedicated section for advertising. The Ads Help section provides answers to frequently asked questions, guides, and best practices for creating and managing ads.

Facebook Blueprint
Facebook Blueprint is a free e-learning portal created by Facebook to help users use its advertising products effectively. It offers a range of online courses aimed at both beginners and experienced advertisers. The courses cover various topics, from the basics of ad creation to advanced audience targeting strategies.

Community Support
In addition to the above resources, Facebook also offers support through community forums, where users can ask questions, report issues, and get advice from other users. The Advertiser Community Forum is a valuable place to gain practical tips from others in similar situations.

Individual Support
For more complex questions or issues, Facebook offers personalized support through its Advertiser Support Team. These specialists can assist with a range of problems, from technical difficulties to billing questions.

The so-called Meta Marketing Pros are always ready to provide helpful insights and resources to optimize businesses. They take the time to understand each company and its key goals. This allows them to create personalized marketing plans that guide businesses step by step toward improved performance.

Whether you are just starting or have been in business for a while, you don’t need to be the best – you just need the right support. The assigned Meta Marketing Pro helps businesses of all sizes, from the top of the marketing funnel to retargeting. Their mission is to help businesses strategically engage with customers at key moments.

General Tips for Working with Support

• Be specific: Describe your problem as clearly as possible. Provide detailed information about what you were trying to do, what happened, and what steps you’ve already taken to resolve the issue.
• Use screenshots and examples: A picture is worth a thousand words. Screenshots, error messages, and other visuals can help the support team better understand your problem.
• Be patient: The support process can sometimes take time. You are not the only one seeking help, so responses may take a while.
• Be polite: Remember, there are people on the other end trying to help. A respectful tone can go a long way.
• Be proactive: If you don’t receive a response within a reasonable time, don’t hesitate to follow up. Requests can sometimes get overlooked.
• Learn from the experience: Each interaction with support is an opportunity to learn more about Facebook Ads. Use it to ask questions and better understand the platform and its features.

By following these tips, you should be able to communicate effectively with the Facebook Ads support team and get the help you need.

Here is the link to the Meta Help Center for Businesses: Facebook Business Help

‍

Zapier: A Brief Overview
‍
At the heart of Zapier is a process called a “Zap.” A Zap is an automated task that performs a specific action in one app whenever a designated event occurs in another app.

A Zap consists of two elements: a Trigger and an Action. The trigger is the event that sets the Zap in motion, such as receiving a new email, adding a task to a to-do list, or uploading a file to a specific folder in your cloud storage. The action is what happens in response to the trigger. For example, it could upload a file to Dropbox, send an email, or create an appointment in your calendar.

What Can Zapier Do?
Zapier offers a range of features that make it a valuable tool in your digital workflow:

• App Integration: Zapier connects over 3,000 apps, from email services to project management tools and social media platforms.
• Automation: Once a Zap is set up, it runs automatically in the background, allowing you to forget repetitive tasks and focus on other priorities.
• Multi-Step Zaps: You can create Zaps that trigger multiple actions in a sequence, automating complex workflows that involve multiple apps.
• Conditional Logic: Zapier lets you use conditional logic to create Zaps that only run under certain conditions. For example, a Zap can be set to send an email only if a task in your project management tool is marked as “important.”
• Scheduled Zaps: Zaps can be scheduled to run at specific times, which is ideal for recurring tasks that need to happen at the same time each day.

Benefits of Zapier
Zapier offers a variety of benefits:

• Time Savings: Automating tasks with Zapier saves you valuable time that you can spend on more important activities.
• Increased Efficiency: By integrating and automating processes, you can streamline your workflow and work more efficiently.
• Fewer Errors: Automating tasks reduces human error, ensuring that tasks are performed exactly as intended.
• Ease of Use: Despite its powerful capabilities, Zapier is user-friendly. No programming knowledge is required to create and manage Zaps. The intuitive interface and clear instructions make setup easy.

Zapier is a true all-rounder when it comes to organizing your digital life. It helps you streamline workflows, save time, and focus on what really matters. Try it yourself and discover the benefits Zapier can bring to your workflow.

‍

The Mission of Threads
The tech world is always evolving, and social networks are no exception. A recent example is the launch of Threads, a new app from Meta positioned as serious competition to Twitter.

Meta founder Mark Zuckerberg has ambitious plans for Threads. In multiple statements, he expressed his goal of creating a platform for public conversations that could reach over a billion users. This is a clear response to Twitter and its owner Elon Musk, highlighting Meta’s ambition. Zuckerberg aims to make Threads a platform for friendly discourse, contrasting with what he perceives as Twitter’s rougher tone.

These ambitions are not just words. Shortly after its launch, Threads attracted millions of users, thanks to Meta’s enormous reach.

How Threads Works
Threads is closely linked to Instagram. When you sign up, your account is immediately connected to Instagram. You can also import your Instagram profile and follow the same people as on Instagram.

In many ways, Threads resembles Twitter. Its main feature is a feed where user posts can be commented on or shared. A key difference is that the feed combines posts from people you follow with algorithmically recommended content. On Twitter, you can choose to see only the posts from people you follow.

Currently, Threads does not support direct messaging, and its search function only allows finding other users, not trending topics. Meta has announced that additional features may be added soon.

Threads in Europe
Threads has launched in over 100 countries, but it is not yet available in the EU. Meta cites regulatory uncertainty, particularly regarding the Digital Markets Act, which limits how companies can share data between their platforms. Instagram chief Adam Mosseri noted that it might take some time for Threads to launch in the EU.

Installing and Using Threads in Germany
Even though Threads is not officially available in Germany, there are ways to install and use it on iPhone and Android devices. The EU restriction mainly affects app store availability and IP verification at login, both of which can be bypassed.

For iPhone: You need an Apple ID from a country where Threads is available (e.g., the USA or UK). After installing, you can return to the German App Store.
For Android: Installation is simpler but riskier. You must download the APK file and install it outside the Play Store.

To use the app, a VPN simulating a U.S. location may be required, though some users report it works without one.

It’s important to note that Threads is still in its early stages. Features like hashtags, topic searches, and a large German user base are not yet available, but this may change with future updates.

The Beginning of a New Rivalry and Legal Disputes
The launch of Threads marks the start of direct competition between two of America’s most successful entrepreneurs, Mark Zuckerberg and Elon Musk. Twitter, recently acquired by Musk, has faced turbulence, including a loss of advertisers and user migration. Threads poses a significant threat, leveraging Meta’s financial resources and established platforms like Facebook and Instagram.

Recently, Twitter threatened legal action against Meta, alleging that confidential information and insider knowledge from Twitter were used to develop Threads. Twitter attorney Alex Spiro claimed Meta hired ex-Twitter employees to create a “copycat” app. Meta spokesperson Andy Stone denied these allegations, stating that no member of the Threads tech team had previously worked at Twitter. Twitter maintains the right to pursue civil or injunctive actions, emphasizing the enforcement of intellectual property rights.

Impressive User Numbers
Despite the potential legal battle, Threads quickly gained a massive user base. Within the first half-day, the app reportedly had 30 million users. Celebrities and brands like Shakira, Jack Black, Airbnb, Guinness World Records, Netflix, and Vogue joined within the first hours, boosting the app’s popularity.

An Uncertain Future
Despite its strong start, it remains unclear if Threads can maintain momentum. Analysts are divided: some see Meta’s platform as a major challenge to Twitter, while skeptics note that initial hype does not guarantee long-term success.

Future success depends heavily on resolving legal disputes with Twitter and navigating EU regulatory hurdles. The coming months will determine if Threads can genuinely challenge Twitter as the leading platform for public conversations.

‍

Facebook Contests: How to Make Them Compliant, Effective, and Attractive

Contests on social media platforms like Facebook are a popular way to increase brand awareness, boost engagement, and strengthen customer relationships. However, they also come with challenges, particularly regarding Facebook’s specific rules and legal requirements. This guide covers the most important aspects to consider when planning and running a Facebook contest.

Strategy and Preparation

Successful Facebook contests require careful planning and strategy. Before launching a contest, consider the following points:

• Goals: Clearly define what you want to achieve. Are you aiming for more engagement, brand recognition, or simply giving away a prize? Clear goals help you measure the success of your contest.
• Timeframe: Set the duration of your contest. A defined timeframe manages participant expectations and organizes the contest process.
• Data Collection: Decide what participant data you need and ensure compliance with privacy regulations.
• Budget: Determine your budget. Consider costs for advertising or tools to manage the contest.
• Prize: Choose a prize relevant and appealing to your target audience. An expensive prize may attract participants, but only if it aligns with your brand.
• Mechanism: Keep the contest simple and straightforward. Unnecessary complexity can discourage participation.

Facebook Guidelines

When running a contest on Facebook, you must follow certain rules:

• Local Laws: Ensure compliance with local regulations. International contests may involve multiple legal requirements.
• Facebook Disclaimer: Make it clear that your contest is not affiliated with Facebook. For example:
  “This contest is in no way sponsored, endorsed, or administered by Facebook.”
• No Personal Timelines: Contests must take place on your page, not on participants’ personal timelines.
• No Paywalls: Access to the contest cannot require payment.
• No Real Money Bets: Contests must not involve participants paying money to enter.

Terms & Conditions and Privacy

In Germany (and many other regions), terms and privacy statements are mandatory. Your contest rules should clearly include:

• Who can participate
• Contest start and end dates
• Description of prizes
• When winners will be drawn
• How winners are selected
• Organizer information
• What data is collected
• How the data is stored and for how long
• How the data will be used
• Participant rights under GDPR

Due to the length of this information, it’s recommended to host terms on a separate webpage or Facebook Note.

Additional helpful points:

• Participants must not post illegal content (although responsibility generally lies with the organizer).
• Indicate how winners will be published (anonymously, e.g., “Philipp from Munich,” or publicly, e.g., “Philipp Roth from Munich has won”). Include images if applicable.
• Mention if anything occurs outside Facebook, such as using contest images on your website or announcing winners there.

Conclusion

Facebook contests can be a powerful tool to boost engagement and increase brand recognition. However, they are not automatic success and require careful planning, compliance with Facebook rules, and attention to legal requirements. Following these guidelines will help you run a successful, attractive, and fully compliant Facebook contest.

‍

Downloading Leads from Facebook
One of the most effective ways to reach potential customers and convert them into actual clients is by using leads generated through Facebook ads. But how can you download and make use of this valuable data? In this post, we’ll show you how to download leads directly from Facebook in two ways: via Ads Manager and via Meta Business Suite. Whether you’re a beginner or an experienced user of these platforms, this guide will help you make the most out of your Facebook leads.

Downloading Leads via Ads Manager

1. Log into your Facebook account from a laptop or desktop browser.
2. Go to Ads Manager and click on the Ads tab (next to the Campaigns and Ad Sets tabs).
3. In the results column of the ad you want to review, click Facebook Leads.
4. Click Download New Leads or Download by Date Range.
5. You will see the form name along with the number of leads. Click on CSV or XLS to download your lead data in your preferred format to your computer.
6. Repeat steps 3–5 for each ad you want to check for new leads.

Downloading Leads via Meta Business Suite

1. Open Meta Business Suite.
2. Click on All Tools.
3. Under the Advertising section, select Instant Forms.
4. A list of your lead ad forms will be displayed. Click Download next to the form you want.
5. You can then choose between Download New Leads (all leads since your last download) and Download by Date Range.
6. Select the date range (if applicable) and the file type (CSV or XLS).

What is User Generated Content?

Translated from English, User Generated Content (UGC) refers to content created by users themselves rather than by a brand or company, and shared on social media. This includes not only images and videos but also reviews and testimonials such as a video review or an unboxing video from a customer.

In this article, we will explore the concept of UGC, examine its pros and cons, and understand its role in modern digital culture.

In recent years, a strong shift away from perfectionism has been observed across social networks. Users no longer want traditional ads where a model presents a product, making it immediately obvious that it is an advertisement. Instead, they want entertainment. UGC is organic content that blends seamlessly into the social media feed and is therefore not perceived as a disruptive interruption.

Advantages of User Generated Content

UGC offers numerous benefits for both individuals and businesses:

1. Trust and Authenticity: UGC is often perceived as more authentic and trustworthy than traditional, company-created content. This is especially important in an era where trust in traditional media is declining.
2. Reach and Engagement: UGC can help increase reach and engagement on social media. People tend to share and comment on content created by friends, family members, or other users they identify with.
3. Creativity and Diversity: Since UGC is created by a wide variety of users, it brings immense creativity and diversity. It provides perspectives and ideas that a company or a single content creator may not be able to offer.

Disadvantages of User Generated Content

Despite its many advantages, UGC also has some potential drawbacks:

1. Quality Control: As UGC is created by users rather than professional content creators, the quality of content can vary greatly. Some UGC may be of low quality or irrelevant.
2. Moderation and Legal Issues: UGC can lead to moderation challenges, as it can be difficult to control inappropriate or offensive content. In addition, legal issues may arise if users share copyrighted material without permission.

The Role of User Generated Content in Modern Digital Culture

The role of UGC in today’s digital culture cannot be overstated. It has fundamentally changed the way we consume and produce content.

By leveraging UGC, companies can gain insights into customer desires and needs, improve products and services, and build stronger relationships with their audiences.

How Companies Use User Generated Content

Although UGC is created by individuals, companies have increasingly integrated it into their marketing strategies. Some of the main reasons include:

• UGC appears more authentic and trustworthy than traditional advertising.
• It can quadruple ad click-through rates and cut advertising costs in half.
• 90% of people base their purchasing decisions on UGC.
• 95% of marketers agree that UGC increases open rates of marketing emails.

To use UGC effectively, companies must choose the right UGC platform for their brand. This can be challenging, as not all UGC platforms are created equal.

When comparing platforms, companies should consider factors such as ease of use, accuracy, price, functionality, scalability, and customer support. They should also ensure that the platform includes key features such as digital asset management, influencer management, loyalty program management, and content calendar management.

Conclusion

User Generated Content has evolved from a simple method of participating in online discussions into a powerful force in the digital marketing landscape. By encouraging UGC, companies can build closer relationships with their customers, gain valuable insights into their audience, and improve their marketing strategies.

Despite challenges such as ensuring quality and moderating content, UGC offers enormous opportunities for both companies and consumers — and its importance in digital culture is expected to continue growing.

The keys to effectively leveraging UGC are choosing the right platform, understanding the needs and desires of the target audience, and being willing to stay creative and flexible to unlock its full potential. With these tools, companies can engage their customers in a deeper and more meaningful way than is possible with traditional marketing methods.

‍

Meta Conversions API – Features, Benefits, and Setup

The Meta Conversions API provides you with a robust and reliable way to connect your marketing data directly with Meta’s systems. In this blog post, we’ll take an in-depth look at the possibilities and benefits of the Conversions API to help you better personalize, optimize, and measure the success of your ads.

What is the Conversions API?

The Conversions API is a powerful tool that allows you to directly and reliably connect your marketing data from your server, website platform, app, or CRM with Meta. This marketing data includes, among other things, website events, app events, and offline conversions. With this data, you can personalize your ads, optimize them, and measure their success—ensuring that they are ultimately presented to the users who are most likely to find them relevant.

How does the Conversions API work?

The Conversions API enables you to send events from various sources such as websites, retail stores, email addresses, chats, phones, mobile apps, or offline activities. You can set up the Conversions API instead of using the App Events API or the Offline Conversions API. If you have already set up the App Events API or the Offline Conversions API, you can continue using them as long as you do not need to create new datasets.

Setting up the Conversions API

There are several ways to set up the Conversions API, and some of them do not require a developer’s help. Here are the setup options:

• Commerce platform via partner integration: If you’re using a commerce platform such as Shopify, WooCommerce, Wix, or BigCommerce, you can set up the Conversions API with little effort.
• Conversions API Gateway: This setup method via the Events Manager does not require programming knowledge.
• Other partner integrations: If your website is hosted on one of Meta’s partner platforms such as Google Tag Manager or others, you can use a partner integration to set up the Conversions API.
• Direct integration: If you want more control over the integration, you can start with a direct integration of the Conversions API.

Depending on which option you choose, costs, setup duration, and required resources may vary.

Setup via a Commerce Platform

1. Preparation:
   Make sure you have administrator access to the Events Manager and the data source.
2. Access data sources in Events Manager:
   • Open the Events Manager in your account.
   • Go to the “Data Sources” tab.
3. Select settings:
   • In the “Data Sources” section, you’ll see an overview of your data sources.
   • Select the data source you want to use for the Conversions API.
   • Click the “Settings” button in the menu.
4. Select partner integration:
   • Scroll down to the “Partner Integrations” section.
   • Click the “Choose Partner” button.
5. Choose your partner from the list:
   • A list of all available Conversions API partners will appear.
   • Select your partner by clicking on their name.
6. Follow the setup instructions:
   • Each partner provides specific setup instructions.
   • Follow these steps carefully. You may be asked to enter details from your partner account or configure specific settings.
7. Verify setup:
   • After completing all steps, verify that everything works correctly.
   • Send test events from your server and check if they are displayed correctly in Events Manager.

Setup via the Conversions API Gateway

Follow this step-by-step guide to set up the Conversions API Gateway smoothly:

Step 1: Start deployment

• Open the Meta Events Manager and navigate to the “Settings” tab.
• Click “Set up with Conversions API Gateway” and then “Get Started.”
• Review the prerequisites and then click “Continue.”

Step 2: Configure and install AWS

• Log in to AWS (if not already).
• A Quick Creation workflow for the Conversions API Gateway stack will open.
• Some fields are pre-filled – do not change them except for the stack name.
• Fill in the remaining fields, especially “Administrator Email” and “Administrator Password.”
• Click “Create Stack.”
• Wait 30–40 minutes for completion.
• Go to the “Outputs” tab and note down the CapigSetupURL.

Step 3: Verify data collection

• Use the CapigSetupURL to access the administrator UI of the Conversions API Gateway.
• Log in with your administrator email and password.
• Verify data collection by visiting and reloading your website.

Step 4: Add a custom domain (recommended)

• In the admin UI, go to “Manage Domains.”
• Add a custom domain for your Conversions API Gateway.
• Create two DNS entries as shown on the “Configure DNS” page.
• Wait for DNS validation.

Troubleshooting setup issues

• Use the provided guide to identify and resolve common issues.

Additional configuration options

• Add new connections.
• Configure additional domains.
• Add new pixels to your existing Conversions API Gateway connection.

Setup via Other Partner Integrations: Google Tag Manager

Follow these steps to set up the Conversions API with server-side tags in Google Tag Manager (GTM):

1. Requirements
   • An active Meta account.
   • A GTM account with an active GA4 web tag.
   • Access to Google Cloud Platform for the server container.
2. Create a server container in GTM
   • Log in to GTM.
   • Click “Container” and then “New.”
   • Choose “Server” as the container type and name it.
   • Follow the instructions to complete creation.
3. Configure GA4 server client
   • In the server container, click “Clients” > “New.”
   • Select “GA4 Server Client.”
   • Configure and save.
4. Send event data to Conversions API
   • In the server container, go to “Tags.”
   • Click “Create new tag” > “Conversions API Event.”
   • Fill in details like event name, parameters, etc.
   • Save changes.
5. Deduplication
   • If sending an event from both browser and server, ensure both share the same event_id parameter value.
   • GTM can be configured to auto-generate the same value for both browser and server tags.
6. Testing and publishing
   • Use GTM preview mode to verify events are firing correctly.
   • Once satisfied, click “Publish” to go live.

Additional resources
For advanced GTM + Conversions API setups, consult official documentation or community forums.

Setup via Direct Integration

Pixel ID
You’ll need a Pixel ID. If you already have a Pixel integrated on your website, it’s best to use the same ID for both browser and server events.

Business Manager
A Business Manager is also required to fully use the API. It simplifies campaign implementation and collaboration with external partners.

API Access Token
To use the Conversions API, you’ll need a special access token. You can get it in two ways:

• Via Events Manager (recommended)
• Via your own app

How to generate the access token via Events Manager:

1. Open Events Manager and select your Pixel.
2. Go to the “Settings” tab.
3. In the Conversions API section, click “Generate Access Token.” Follow the steps.

⚠️ Note: Only users with developer permissions for the business can see the “Generate Access Token” option.

Once you’ve generated the token, go to the “Overview” tab > “Manage Integrations” > select Conversions API > “Manage.” A Conversions API app and system user will be created for you automatically. No app review or further permissions required.

Benefits of the Conversions API

1. Designed to connect advertiser data (such as website events, app events, and offline conversions) from servers, platforms, apps, or CRMs to Meta’s systems to optimize ad targeting, lower cost per result, and measure outcomes.
2. Instead of maintaining separate connection points for each data source, advertisers can use the Conversions API to send multiple event types, simplifying their tech stack.
3. Server events are linked to a dataset ID and are processed like events sent via the Meta Pixel, Facebook SDK, mobile MMP SDK, offline event sets, or CSV uploads. This means server events can be used in measurement, reporting, and optimization in the same way. Offline events can also be used to measure attributed offline conversions or create offline custom audiences.

‍

Getting Started with Google Tag Manager

Do you want to set up Google Tag Manager for the first time and manage tags on your website? No problem—just follow the steps in this guide to get started.

What is a Google Tag? What is an Account? What is a Container?

• A tag is a small piece of code placed on your website that allows you to measure, personalize, and optimize user interactions.
• An account in Google Tag Manager is your personal access to the tool, similar to other Google products.
• A container is a collection of tags, triggers, and variables that you manage for your website or mobile app.

1. Create a New Account and Container

The first step is to create a new account and container:

• Go to Google Tag Manager and click on the “Accounts” tab > “Create Account.”
• Enter an account name and select the country for the account.
• Provide a descriptive container name and choose the container type.
• Click “Create” and accept the terms of service.
  Now you have a new container that can be installed on your website or mobile app.

‍

2. Install the Container

• In Google Tag Manager, go to “Workspace.”
• Copy the container ID (in the format GTM-XXXXXX) and click it to open the installation dialog.
• Add the <script> code snippet inside the <head> section of your website’s HTML, as close to the opening <head>tag as possible (but below any dataLayer declarations, if present).
• Add the <noscript> code snippet immediately after the opening <body> tag.
• Remove any hardcoded tags from your code to prevent duplicate firing.

3. Add Tags

Once the container is installed, you can add new tags:

• Go to “Tags” in your workspace, click “New,” name the tag, and configure it.
• Choose a tag configuration and a trigger.
• Optionally, add a note to document your setup.

4. Test Tags

After adding tags, make sure they work correctly:

• Use the Preview mode to check if tags fire properly.
• If errors occur, troubleshoot using Tag Assistant.

5. Publish Tags

When your tags work as intended:

• Click “Submit,” review the configuration, and provide a version name and description.
• Click “Publish”—your tags are now live!

Triggers

Triggers in Google Tag Manager define the conditions under which your tags fire. They can respond to events such as clicks, pageviews, or form submissions.

To create a trigger:

• In the container dashboard, click “New Trigger.”
• Choose the trigger type that matches your event and configure the conditions.
• Click “Save.”

Variables

Variables in Google Tag Manager are values used in tags and triggers. They can store and retrieve information such as a form field value or the current page URL.

To create a variable:

• In the container dashboard, click “New Variable.”
• Select the variable type that matches the data you want to store and configure it.
• Click “Save.”

Overview

The overview page in Google Tag Manager provides a central hub to check the status of your containers, tags, triggers, and variables. Here, you can:

• See which tags are active
• Review which triggers and variables are configured
• Track changes to your container
• Restore previous versions if needed

Linking Google Tag Manager with Google Analytics

1. Create a new tag in your Google Tag Manager account.
2. Select the tag type: “Google Analytics: Universal Analytics” or “Google Analytics: GA4 Configuration”(depending on the version of Google Analytics you’re using).
3. Enter your Google Analytics Tracking ID (found in your Analytics account).
4. Select a trigger that determines when the tag will fire (e.g., “All Pages” for a pageview tag).
5. Click “Save” and then “Submit” to publish your changes.

Troubleshooting and Debugging

• If a tag does not fire correctly, use Preview mode in Google Tag Manager to see which tags are firing on a page and which are not.
• The Google Tag Assistant Chrome extension is another helpful troubleshooting tool. It shows which tags are firing on a page and whether they are working correctly.
• If you have issues setting up a tag, double-check that all required fields are filled in correctly and that the trigger is properly configured.

Advanced Features

• Deploy for websites: Manage measurement and marketing optimization tags (e.g., Google Ads, Google Analytics, Floodlight, third-party tags) on your site without editing code.
• Deploy for mobile apps: Manage analytics and ad tools in your apps without rebuilding app binaries or resubmitting them to app stores.
• Server-side tagging: Move tag code from your website/app to the cloud, improving performance and security while serving assets from your own domain.
• Custom templates: Create your own tag and variable templates, submit them to the Community Template Gallery, and make them available globally.
• Automate with the REST API: The Google Tag Manager API gives authorized users access to Tag Manager configuration data. Use it to manage accounts, containers, container versions, tags, rules, triggers, variables, and user permissions.

These advanced features give you greater control and flexibility when managing tags on your website or mobile apps. They allow you to implement tags more efficiently while improving the performance and security of your digital platforms. It’s recommended to explore these features once you’re comfortable with the basics of Google Tag Manager and ready to level up your tag management skills.

‍

‍

Meta: New EU Regulations – Important Information for Your Facebook and Instagram Advertising

Starting June 5, 2023, an important change will take effect that impacts your Facebook and Instagram advertising if you run ads targeting the EU, associated territories, or globally. The update requires you to disclose both the person or organization benefiting from the ad (“Beneficiary”) and the entity covering the cost of the ad (“Payer”).

The New Regulation and What It Means for You

From June 21, 2023, providing “Beneficiary” and “Payer” details will become mandatory for all new, duplicated, or edited ads targeting the EU or associated territories. If you do not provide this information, your ad will not be published. This rule applies across all ad creation surfaces, including the Marketing API.

Later this year, the disclosed information will be made available in the Meta Ad Library. However, it will not appear in the ad itself or in the feed. The details will remain in the Ad Library for up to one year after the ad’s last impression.

What You Should Do

If you are running ads for the EU or its associated territories, you must provide both a “Beneficiary” and a “Payer.” Here are a few examples:

• If you are a small business advertising your own company, you can list your company name as both “Beneficiary” and “Payer.”
• For a subsidiary of a parent company, the “Beneficiary” could be the subsidiary or brand, while the “Payer” would be the parent company.
• If you are an individual promoting a product, service, candidacy, etc., the “Beneficiary” must be the product, service, or candidate. In this case, you yourself would be the “Payer.”

When determining the “Beneficiary,” you have several options. You can choose from up to ten “Recently Used” entities from your ad account or manually enter a different one, as long as it complies with Meta’s Community Standards, Advertising Standards, and Instagram’s Community Guidelines (if applicable).

Once you’ve set the “Beneficiary,” you can also indicate if another person or organization is paying for the ad. If the “Beneficiary” and “Payer” are the same entity, you don’t need to check the additional field.

These changes are being introduced in response to EU regulatory requirements and aim to increase transparency in online advertising. While they add a few extra steps, they will not impact ad delivery, costs, bidding, feature access, or ad review.

How to Prepare

Before June 5, you should decide who will be listed as “Beneficiary” and “Payer” for your ads. Starting June 5, we recommend entering this information into Ads Manager or the Marketing API, especially if you are creating new, duplicated, or edited ads targeting the EU or associated territories.

From June 21, it is essential to have this information provided; otherwise, your Facebook and Instagram ads cannot be published. Ads that were launched before June 21 and remain unedited after this date will not be affected and require no action.

It’s always a good practice to stay informed about applicable laws and regulations in the countries where you advertise and to consult a legal advisor if necessary.

‍

Creating an Account

The Facebook Business Manager is an efficient tool for organizing and managing your business activities.

Before you start:

• You must have a personal Facebook profile, which is required to verify your identity.
• To create a Business Manager account, you will log in using your Facebook username and password. This method is more secure than just using an email and password.
• Note that you can create a maximum of two Business Manager accounts. If you need more, coordinate with another member of your organization to create additional accounts.

Steps to set up your Business Manager account:

1. Visit business.facebook.com/overview.
2. Click Create Account.
3. Enter your business name, your name, and your business email, then click Next.
4. Provide additional details about your business and click Submit.

Adding People

Once your Business Manager account is created, you may want to add colleagues or other stakeholders who need access to your business assets.

How to add people and assign access:

1. Open Business Settings.
2. Under Users, select People.
3. Click Add.
4. Enter the person’s email and click Next.
5. Select the access level and click Next.
6. Assign the relevant assets and permissions. For limited access, specify the tasks the person can perform. Click Invite.
7. Review the invitation and click Send Request. The invited person will receive an email invitation to join the Business Manager.

‍

Roles in Business Manager

Different roles define the permissions users have:

1. Owner: Full access to all aspects of the Business Manager, including assigning roles.
2. Admin: Can create new assets (ad accounts, pages) and assign roles.
3. Editor: Can make changes to assets but cannot create new ones or assign roles.
4. Employee: Limited access to perform specific actions.
5. Finance Analyst: Can view financial details and activity.
6. Finance Editor: Can edit payment settings and financial details.

Note: Roles can also have more granular permissions on specific assets, such as page-level roles (Admin, Editor, Moderator, Advertiser, Analyst).

Adding Ad Accounts

You can manage all marketing activities in one place by adding ad accounts:

1. Add an Ad Account: Permanently moves an ad account to your Business Manager. You must be the owner of the ad account and an admin in Business Manager.
2. Request Access: Request access to another company’s ad account. The admin can grant editing permissions.
3. Create a New Ad Account: Permanently belongs to your Business Manager. Cannot be transferred to others without a Business Manager.

Steps:

1. Go to Business Settings.
2. Click Accounts > Ad Accounts.
3. Click Add and choose an option: Add, Request Access, or Create New.
4. Enter the ad account ID if needed.
5. Follow instructions to assign people and access levels.

Note: Disabled ad accounts cannot be removed and count toward your total.

Adding an Instagram Account

Integrate Instagram for centralized management:

1. Go to Business Settings > Accounts > Instagram Accounts.
2. Click Add > Connect Your Instagram Account.
3. Enter your Instagram username and password. Confirm via security code if required.
4. Assign ad accounts and pages to your Business Manager or skip this step.

‍

Adding a Facebook Page

Integrating your Facebook page centralizes management and confirms ownership:

1. Open Business Settings > Accounts > Pages.
2. Click Add > Add Page.
3. Enter the page name or URL and click Add Page.
4. Assign people to manage the page.

Note: Users with prior access retain their permissions.

Business Information
The business information, also known as “Business Info”, in Meta Business Manager provides a central location to manage and update your company’s essential details. Here, you can find key information that is crucial for identifying your business on Meta platforms like Facebook and Instagram.

To access the Business Info section:

1. Log in to your Meta Business Manager account.
2. Click Business Settings in the left sidebar.
3. Select Business Info from the dropdown menu.

It is important to regularly review and update your business information to ensure it is accurate and up to date. Correct business information helps build customer trust and strengthens your presence on Meta platforms.

Notifications

Set up which events trigger notifications, either in Business Manager or via email, e.g., permission requests or business updates.

The Events Manager
The Events Manager is a component of the Meta Business Manager, specifically designed for managing Facebook Pixel and custom events. An "event" in this context refers to a specific action a user takes on your website that is tracked by the Facebook Pixel.

This can include a variety of actions, such as viewing a specific page on your website, adding a product to the shopping cart, completing a purchase, or even clicking a button. With the Events Manager, you can manage these events, customize them, and analyze their impact.

Setting up and using the Events Manager is a relatively simple process:

1. Setting up the Facebook Pixel: The first step is to set up your Facebook Pixel. This code is placed on your website and collects data about the behavior and interactions of your visitors. More on this later.
2. Setting up events: Once your Pixel is set up, you can start creating events. In the Events Manager, you can select standard events that Facebook has already created, or you can create your own custom events tailored to your specific needs.
3. Analysis and optimization: After setting up the events, you can use the Events Manager to track how users interact with your website. You can then use this information to optimize your ad campaigns and better understand which actions users take on your site.

In summary, the Events Manager within the Meta Business Manager is a powerful tool for tracking and analyzing user actions on your website. It helps you gain valuable insights into customer behavior and make your online advertising campaigns more effective.

‍

Create and Integrate a Pixel

1. Create a Facebook Pixel
   When you are in the Events Manager, click on the “Connect Pixel” button and select “Facebook Pixel” from the dropdown menu.
2. Name the Pixel and enter your website URL
   You will now be prompted to give your Pixel a name and enter your website URL. The Pixel name helps you identify it later, especially if you manage multiple Pixels. After entering this information, click “Next.”
3. Choose a Pixel installation method
   Next, you need to decide how to install the Pixel on your website. There are three main options:

• Manually add code: You will receive the Pixel code, which you insert into the header of your website. If you choose this option, make sure you have access to your website’s HTML code.
• Set up with a partner: Here you can select a partner tool that allows for easy integration of the Pixel code.
• Send instructions via email to a developer: If you are not the website administrator yourself, you can send instructions to your developer to install the Pixel.

4. Insert the Pixel code
   If you chose the manual insertion method, copy the code provided by the Meta Business Manager and paste it between the <head></head> tags on every page of your website.
5. Configure Pixel events
   Now that your Pixel is installed, you can add events to track specific actions on your website. You can select standard events provided by Meta or create custom events tailored to your business needs.
6. Verify that your Pixel works
   You can use the Facebook Pixel Helper, a Google Chrome plugin, to check whether your Pixel is correctly installed and sending events.

Congratulations! Your Meta Pixel is now set up. Keep in mind that it may take up to 24 hours for Pixel data to appear in your Meta Business Manager. With this tool, you can now analyze your website visitors’ behavior and optimize your advertising campaigns.

Verify Your Business & Other Features in the Security Center

Verifying your business in the Meta Business Manager is an essential step to ensure the credibility and security of your digital presence. Make sure you have full control over your business account before starting the verification process.

1. Access the Security Center: Go to ‘Security Center’ in your Business Settings.
2. Provide business information: Enter accurate details about your business, such as the legal business name, business address, phone number, and website.
3. Confirm business information: You may need to upload official documents to verify the information about your business.
4. Select a contact method: Verify your connection to the business via a confirmed domain, email, or phone number. You will then receive a confirmation code.
5. Complete the verification: Click “Done” to finish the process.

The verification decision can take anywhere from 10 minutes to 14 business days. You will be notified once the verification is complete. Note that you will need to redo the business verification if you change your business details.

The Security Center also provides additional features:

• Two-Factor Authentication (2FA): The Security Center allows you to set up two-factor authentication for your account. This adds an extra layer of security by requiring a second form of authentication, such as a code from your phone, to access your account.
• Backup Admin: This security feature ensures that at least two people always have full admin access to the Business Manager account. It provides an additional layer of protection, preventing the account from becoming inaccessible if the primary admin is unavailable or loses their login credentials.
• Trusted Email Settings: The “Trusted Emails” settings allow you to create a list of email addresses you trust, which are authorized to perform actions in your Business Manager account.

Request Access to a Page

Before you can request access to another person’s or business’s page, you must first set a primary page in your Business Manager. This is the main page that represents your business and is used to operate on the platform.

Once your primary page is set, you can request access to another page by following these steps:

1. Open your Business Settings in Meta Business Manager.
2. Click on Pages under the Accounts section.
3. Click the blue dropdown button Add.
4. Select Request Access to a Page from the dropdown list.
5. Enter the name or URL of the Facebook page you want to access.
6. Select the page permissions you need. These can range from simple viewing access to full editing rights.
7. Click Request Access.

Your request will now be sent to the page admin or the person with full control of the business account that owns the page. Once your request is approved, the page will appear in your Business Manager account.

‍

Verify Domain
Here you can find our blog article on verifying your Facebook domain.

Add a Payment Method
Finally, you can add your payment methods:

1. Go to Payment Methods in Business Settings.
2. Select the correct ad account.
3. Add a payment method for this account in the top right corner.

‍

Audiences

In Meta Business Manager, there are different types of audiences you can create for your ad campaigns: Custom Audiences, Lookalike Audiences, and Saved Audiences. Each type of audience has its own specific use cases. Here’s a guide on how to create these different audiences.

Navigate to “Audiences”
Click on the menu in the left sidebar and select Audiences. This opens a page where you can see all your existing audiences and create new ones.

Creating a Custom Audience
Custom Audiences allow you to reach people who have already interacted with your business, whether on your website, in your app, on Facebook, or elsewhere.

• Click Create Audience and select Custom Audience.
• Choose the source for your Custom Audience. For example, select Website if you want to target people who visited your website, or Customer List if you have a list of contact details to upload.
• Follow the on-screen instructions to create your Custom Audience. The exact steps depend on the source you selected.

Creating a Lookalike Audience
Lookalike Audiences are audiences similar to people who have already interacted with your business. They are created based on a Custom Audience.

• Click Create Audience and select Lookalike Audience.
• Choose the Custom Audience you want to use as the source for your Lookalike Audience.
• Select the location and similarity percentage (1% most closely resembles your Custom Audience, while 10% includes a broader audience).
• Click Create Audience.

Creating a Saved Audience
Saved Audiences are audiences you create based on demographics, interests, and behaviors.

• Click Create Audience and select Saved Audience.
• Give your audience a name and optionally add a description.
• Select the geographic locations, age ranges, genders, and languages of your audience.
• Define detailed targeting options, including interests, behaviors, and demographics.
• Optionally, you can create a connection-type audience to reach people who have a specific relationship with your Page, app, or event.
• Click Create Audience.

Using Audiences in Ad Campaigns
Once you’ve created your audience, you can use it in your ad campaigns. Here’s how:

• Go to Ads Manager in your Meta Business Manager.
• Create a new ad campaign or edit an existing one.
• In the Ad Set section, you will be prompted to select your audience. Here, you can choose the audience you created.
• Complete the rest of your Ad Set and click Continue to proceed with creating your ad.

Managing and Updating Audiences
Over time, you may need to manage and update your audiences to align with changing marketing goals.

To edit an existing audience:

• Go back to Audiences in your Meta Business Manager.
• Click the checkbox next to the audience you want to edit.
• Click Edit to make changes, or Delete to remove the audience.

Sharing Audiences (Shared Audiences)
Once you’ve created a Custom Audience or Lookalike Audience:

• Click the checkbox next to the audience you want to share.
• Click the Actions dropdown menu and select Share.
• Enter the Business ID or the name of the Business Manager you want to share the audience with.
• Choose the desired permission:
  • Use Only allows the other Business Manager to use the audience in ads but not edit it or see who is included.
  • Use and View allows the other Business Manager to use the audience in ads and see who is included, but not edit it.
• Click Share.

‍

Account Quality

Account Quality is a feature in Meta Business Manager that helps you monitor and manage the health of your ad account. It shows whether any actions have been taken against your account or ads, and what you can do to resolve potential issues.

On the Account Quality page, you will see a summary of your ad account’s status. Here are some things to pay attention to:

• Active Issues: This section lists all current issues that could affect your ad account, such as disapproved ads or violations of advertising policies.
• Past Issues: Here you can find information about previous issues that have already been resolved.
• Ad Account Status: This shows the overall health of your ad account. An account can be in good standing, but it can also be restricted or even disabled if it repeatedly violates advertising policies.

If your account has active issues, you should address them as soon as possible. Each issue is listed with a recommendation for resolution. For example, you might be asked to edit an ad and resubmit it for review, or you may be prompted to appeal a decision if you believe a mistake has been made.

It is important to regularly check your Account Quality to ensure your ad account remains in good standing and that all your ads comply with advertising policies.

‍

Creative Hub

Meta’s Creative Hub is a platform that helps advertisers and designers create engaging and effective ad content. With Creative Hub, users can create ad mockups for various Meta platforms (such as Facebook and Instagram), share them with their teams, and explore ad formats and ideas used by other businesses worldwide.

Here are some of the main features of Creative Hub:

1. Mockup Tool: This tool allows you to create ad mockups for different ad formats and platforms, including Instagram Stories, Facebook Feed ads, and more. You can save these mockups and share them with your team to get feedback before creating the final ad.
2. Inspiration Gallery: In the Inspiration Gallery, you can view ads from other brands to gather ideas and inspiration for your own campaigns. You can filter by industry, ad format, or campaign objective.
3. Test and Learn: You can test different versions of your ads to see which performs best. You can change various elements of your ad, such as the image, text, and call-to-action, and then see which version delivers the best results.

‍

Congratulations! 🎉After completing these steps, you have successfully set up your Business Manager! 🥳

What Are TikTok Carousel Ads, How Do They Work, and What Are Their Benefits?

What Are TikTok Carousel Ads?
The carousel format is a new ad type on TikTok that allows advertisers to upload multiple images in a sequence. Users can swipe between the images to see more details and control the viewing pace themselves.

At the bottom, navigation dots indicate how many images are available. The images automatically display in sequence with background music, but users can also swipe left or right to navigate between them.

On the last image, users can continue swiping left to reach the landing page (for standard ads) or the account page (for Spark Ads). There is also a CTA button that directs users to the landing page.

‍

Ad Specifications for Carousel Ads
A Carousel Ad can include 2–35 images. Supported formats are JPG/JPEG or PNG, with no strict file size limit, though ≤500 KB is recommended. Only one ad text is allowed for all images. The CTA content appears immediately, and the CTA background color appears after one second.

At the campaign level, objectives can be set to Traffic, App Promotions, or Website Conversions. Smart Performance Campaigns (SPC), creative split tests, and Campaign Budget Optimization (CBO) are not supported.

Benefits of Carousel Ads

• Higher Engagement: The carousel format can lead to higher engagement rates, as it encourages users to actively navigate through the ad instead of passively viewing it.
• Improved Audience Targeting: With multiple images, you can highlight different aspects of your offer and appeal to various segments of your audience.
• Easy Implementation: The carousel format is easy to implement and does not require complex design or programming skills. It’s accessible for businesses of all sizes.
• More Space for Information: Adding multiple images gives you more space to share information about your product or service. Each image can highlight a feature, benefit, or detail.
• Creative Freedom: The carousel format offers more creative freedom to tell your brand story. You can use different images, texts, and calls-to-action to create an effective and memorable ad.

‍

ChatGPT – An Overview of the Text AI
Everything you need to know about ChatGPT.

What is ChatGPT and How Does OpenAI’s Software Work?
ChatGPT stands for "Conversational Generative Pre-trained Transformer." It is an AI model based on the GPT architecture, developed by OpenAI. The term "Chat" refers to the model’s ability to communicate in natural language and support dialogue-oriented applications.

ChatGPT is a text-based AI assistant designed to engage in human-like conversations with users while providing helpful, coherent, and relevant responses. It can be used for a variety of applications, such as text generation, answering questions, or assisting users with complex problem-solving.

ChatGPT is built on a model called "Transformers," a type of neural network. Its core component is the "attention mechanism," which enables it to link information from different parts of the text and understand complex relationships.

Is ChatGPT Free?
Yes, ChatGPT is available for free in its standard version (GPT-3.5) via the web browser.
➤ Access ChatGPT here.

Which Company Owns ChatGPT? – OpenAI
OpenAI was founded in December 2015 and has become a leading organization in AI research. Founders include Elon Musk, Sam Altman, Greg Brockman, Ilya Sutskever, John Schulman, and Wojciech Zaremba. Their mission was to advance AI for the benefit of all humanity, rather than being monopolized by a few.

Elon Musk, known for SpaceX and Tesla, has publicly expressed concerns about AI as a potential existential threat without proper regulation. As a co-founder of OpenAI, he influenced its focus on creating safe and accessible AI. Even after leaving OpenAI’s board in 2018, Musk’s concerns continue to shape public discourse on AI ethics and safety.

Where Does ChatGPT Get Its Knowledge and How Current Is It?
ChatGPT was trained on a large corpus of text from various sources, including books, articles, websites, and other documents. It learns patterns and relationships in these texts to generate human-like responses.

It is important to note that ChatGPT is a statistical model and does not have a deep understanding of the world. Its knowledge is based on the data used for training, which in this case is current up to September 2021, so it may not be aware of recent events.

Applications and Tips for Using ChatGPT

• Information Retrieval: Ask questions and receive answers on a wide range of topics.
  Tip: Be specific and provide context for more accurate responses.
• Education and Learning: Use ChatGPT as a tutor or for homework help.
• Creative Writing: Generate stories, scripts, poems, and more.
  Tip: Provide prompts or bullet points to guide creativity.
• Business Communication: Draft emails, reports, or presentations.
• Customer Support: Act as a virtual assistant for user inquiries.
• Translation: Translate texts between languages.
• Technical Support: Answer questions about software or hardware issues.
• Planning & Structuring: Create outlines for essays, presentations, or projects.

Common Errors and How to Solve Them

• Content Errors: ChatGPT can give outdated or incorrect information. Solution: Verify with reliable sources.
• Imprecise Answers: Often caused by unclear questions. Solution: Ask precise questions with context.
• Repeated Information: Can happen due to training data. Solution: Limit response length or give feedback.
• Inappropriate Content or Tone: Occasionally occurs. Solution: Use content filters and provide feedback on tone.
• Context Loss: May fail to use prior conversation context. Solution: Provide sufficient context or repeat key information.
• Technical Issues: Network interruptions or token limits may cause incomplete responses. Solution: Check connection, continue prompts, or provide new input.

Using ChatGPT in German
ChatGPT understands and responds in multiple languages, including German, and can handle complex grammar, cases, and reflexive pronouns. It can generate accurate and creative German text for formal and informal contexts.

ChatGPT 3.5 vs. ChatGPT 4

• Scaling: GPT-4 has more neurons and parameters for better understanding.
• Training Data: GPT-4 uses an updated dataset for improved performance.
• Capabilities: GPT-4 generally produces more coherent and relevant responses.
• Efficiency: Optimized processing allows faster responses.

GPT-4 is only available through the ChatGPT Plus subscription.

ChatGPT Plus – Costs and Benefits

• Subscription: $20/month
• Benefits: Priority access to features, faster response times, higher usage limits, premium support, and exclusive training resources.

Bypass ChatGPT Restrictions with a VPN
If ChatGPT is blocked in your region or institution, a VPN can provide access without limitations.

OpenAI API for Developers
Allows integration of ChatGPT and other OpenAI models into apps, products, or services for:

1. Automated text generation
2. Question-answer systems
3. Translation
4. Chatbots and virtual assistants
5. Sentiment analysis

Popular Alternatives to ChatGPT

• Jasper Chat: GPT-4 based, supports code, accesses live online data, costs $39/month.
• Chatflash (Neuroflash): GPT-4 based, excellent for German, does not access live online data.
• Chatsonic (Writesonic): Accesses live data, supports 24 languages, no coding capability.

Image Note: This content was created by NYBA using AI.

ChatGPT: Everything You Need to Know About the OpenAI Bot | NYBA AG
What is ChatGPT? How does it work? Most common use cases, errors, solutions, and alternatives.

‍

‍

‍

‍

My Facebook Ad Account Is Disabled or Blocked – What Can I Do?

In the world of digital marketing, Facebook is one of the most important channels for reaching potential customers. Millions of businesses rely on Facebook ad accounts to promote their products and services. However, there are cases where your ad account may be disabled or blocked, which can create a challenging situation. In this blog post, we’ll discuss the reasons for account deactivation or blocking and outline steps you can take to recover your account.

How to recognize if your ad account is blocked
If your ad account is blocked, Facebook will notify you via the Ads Manager and email. You may also notice pop-ups or alerts. If such notifications are missed, you’ll usually realize the account is disabled or blocked because you are unable to run ads or your active campaigns receive no impressions or results.

Possible reasons your Meta ad account is disabled or blocked
There are several reasons Facebook might disable or block your ad account:

• Violation of Facebook’s advertising policies
• Unusual account activity suggesting fraudulent behavior or misuse
• Use of an unauthorized or suspicious payment method
• Sudden, disproportionate budget increases
• Multiple ad rejections by the system
• Use of insecure URLs
• Advertising the same item across multiple ad accounts

Steps to recover your Facebook ad account
If your ad account has been disabled or blocked, follow these steps to address the issue:
a) Check the notification from Facebook to understand why your account was disabled or blocked. This will help you take the appropriate corrective actions.
b) If you believe your account was wrongly blocked, you can appeal. Visit the Facebook Help Center and follow the instructions to request a review of your case.
c) Review your ad campaigns and ensure they comply with Facebook’s advertising policies. Remove or modify any content that violates the rules.
d) Make sure your payment information is correct and up to date. If you used a suspicious payment method, replace it with a valid and trusted option.

The review process may take several weeks. If you have a high ad spend, you can contact your dedicated Facebook representative, who may help resolve the issue faster than the standard review. Smaller businesses with lower ad spend typically have to go through standard support, which can take longer. In all cases, remain calm, communicate clearly and professionally, cooperate with Facebook, and admit any mistakes if applicable. This approach usually results in the smoothest resolution.

Preventive measures to avoid future issues
To ensure your Facebook ad account is not blocked or disabled again, consider these preventive steps:

• Familiarize yourself with Facebook’s advertising policies and always adhere to them. Occasionally, ads may be mistakenly rejected, but this usually does not result in account blocking. Account blocks typically occur after repeated rejections or severe violations.
• Avoid providing false information when creating accounts. Facebook usually detects this eventually and blocks the account. Enable two-factor authentication for additional security.
• Verify your Business Manager: You can verify your Business Manager under Business Info to make it more trustworthy. Detailed instructions here.
• Verify your domain: This also increases your business’s trustworthiness. Instructions here.
• Only use authorized payment methods and keep payment information up to date.
• Monitor for suspicious activity in your account and report it to Facebook immediately to prevent potential issues.

‍

Digital Marketing vs Performance Marketing

In today’s digital world, marketing strategies are crucial to ensuring business success. There are different approaches, such as “Digital Marketing” and “Performance Marketing,” which are often used interchangeably but actually represent distinct strategies. In this article, we’ll take a closer look at the differences between the two approaches.

What is Digital Marketing?
Digital marketing refers to the use of digital channels to promote and sell products or services. Unlike traditional marketing, which uses print media, TV ads, and other offline channels, digital marketing leverages channels such as email marketing, search engine optimization (SEO), content marketing, social media marketing, pay-per-click advertising (PPC), and more.

The goal of digital marketing is to raise awareness for a product or service and engage customers. It focuses less on immediate sales and more on building long-term relationships with customers.

Digital marketing is a broad term encompassing a variety of tactics and strategies to build brand awareness and customer loyalty. Email marketing, SEO, and social media marketing, for example, focus on increasing a brand’s visibility and building trust with potential customers. Content marketing and influencer marketing, on the other hand, focus on creating and distributing content to reach customers in a more subtle way.

What is Performance Marketing?
Performance marketing, in contrast, refers to marketing strategies that aim for a measurable customer response. The focus is on generating conversions, which can include clicks, sign-ups, sales, or leads. Specific KPIs (Key Performance Indicators) are often used to measure campaign success.

Performance marketing can involve various tactics, such as affiliate marketing, display advertising, retargeting, or PPC advertising. The goal is to elicit a direct response from the customer to maximize return on investment (ROI).

Key Differences Between Digital Marketing and Performance Marketing
The main difference between digital marketing and performance marketing is that digital marketing aims to increase brand awareness and foster customer engagement, while performance marketing aims to generate immediate customer actions. Digital marketing focuses on long-term relationships and trust-building, whereas performance marketing focuses on short-term results.

Another significant difference lies in measurability. Performance marketing is highly KPI-driven and allows precise ROI measurement. Since the goal is to generate immediate customer actions, results can be measured quickly and easily. Digital marketing, however, is often harder to quantify, and outcomes are not always clearly defined. Measuring the success of digital campaigns can be more challenging because there isn’t always a direct link between a campaign and a specific customer action.

Conclusion
Both digital marketing and performance marketing can contribute to a company’s success, but they take different approaches. Digital marketing focuses on long-term relationships and customer engagement, while performance marketing focuses on immediate customer actions and maximizing ROI. Companies should carefully consider which strategy best aligns with their goals and needs. It can also be beneficial to combine both approaches to develop a comprehensive marketing strategy.

‍

Google Search Console

The Google Search Console is a free tool from Google that allows webmasters and website owners to better position and optimize their websites in Google search results. In this article, we provide an overview of the Google Search Console’s features and explain how to make the most of this tool.

First, it’s important to understand that Google Search Console acts as an interface between your website and Google. It provides important insights about your website, such as which keywords drive traffic, which pages on your site are most visited, and whether there are any indexing issues.

The Google Search Console offers a variety of features to help you optimize and improve your website, including:

1. Index Coverage

Here you can see how many pages of your website have been indexed by Google and whether there are any issues with indexing. If Google cannot index certain pages, this section will provide hints about what the problem might be.

‍

‍

2. Search Performance

This section shows which search queries display your website in Google search results. You can also see how often your website is clicked and the click-through rate (CTR). This information is very useful for understanding which keywords and content perform well and which do not.

‍

‍

3. Sitemaps

With Google Search Console, you can submit a sitemap of your website to help Google index all pages. A sitemap is a list of all the pages on your site that you provide to Google, making it easier for Google to crawl your website.

‍

4. Error Reporting

If your website has issues, such as 404 errors or problems with the robots.txt file, you can easily identify and fix them using Google Search Console.

‍‍

5. Security

Google Search Console can also help you detect security issues on your website. For example, if your site has been hacked or contains malware, the Search Console will notify you and help you resolve the issue.

Google Search Console is a powerful tool that can help you optimize your website for Google search results. If you are not yet using it, you should definitely start to improve your website and generate more traffic.

➤ Access Google Search Console here: https://search.google.com/search-console/welcome?hl=de

‍

‍

All Current Social Media User Numbers 2023

Social media has experienced a dramatic increase in users in recent years and has become an integral part of our daily lives. These platforms allow us to connect with others, share information, and document our lives online. In this article, we provide an overview of the current user numbers for the most important social media platforms and how these numbers have evolved over time.

1. Facebook
Facebook is the largest social network in the world, currently with over 2.9 billion monthly active users. Compared to the previous year, this represents an increase of 7.3%. While Facebook has lost popularity in some countries like the USA and the UK, it continues to grow strongly in countries such as India and Brazil.

2. YouTube
YouTube is the second-largest search engine in the world and one of the most popular video platforms. It currently has over 2 billion monthly active users, an increase of 8.3% compared to the previous year. The platform is popular among users of all ages and in various countries.

3. WhatsApp
WhatsApp is a popular messaging app with over 2 billion monthly active users. This represents a 10.5% increase compared to the previous year. The app is especially popular in countries such as India, Brazil, Mexico, and many African countries.

4. Instagram
Instagram is one of the fastest-growing social media platforms in the world, currently with over 1.3 billion monthly active users. This is an increase of 13.3% compared to the previous year. The platform is especially popular among younger users and is widely used by influencers and brands for marketing purposes.

5. TikTok
TikTok is a relatively new social media platform that is rapidly gaining popularity. The app currently has over 1 billion monthly active users, a 22.2% increase compared to the previous year. The platform is especially popular with young users and is often used for creating short videos.

6. WeChat
WeChat is a Chinese messaging app with over 1.2 billion monthly active users. This represents a 2.6% increase compared to the previous year. WeChat is particularly popular in China and is used for messaging, mobile payments, and other functions.

7. LinkedIn
LinkedIn is a professional social media platform with over 740 million registered users. Compared to the previous year, this is an increase of 6.8%. The platform is used by professionals, employers, and job seekers to connect and explore career opportunities.

In summary, the user numbers of the major social media platforms continue to rise. Instagram and TikTok, in particular, show strong growth and are very popular among younger users. Facebook and YouTube remain the largest social media platforms in the world, while WhatsApp and WeChat are especially popular in specific regions.

However, it is important to note that user numbers are not the only criterion for measuring the success of a social media platform. Other factors, such as content type, interaction quality, and the ability to anticipate trends and adapt to new technologies, are also highly relevant.

As users, we should be mindful of our social media use and align it with our personal values and goals. We should also protect ourselves from potential risks such as cyberbullying, data theft, and addiction.

Overall, social media is now an important part of our daily lives and is expected to continue playing a significant role in the future. Staying informed about current developments and using these platforms safely and responsibly is essential.

‍

Facebook Advantage Plus Campaign Creation

Facebook has long been one of the most widely used social media platforms in the world. It is an effective way to reach audiences and engage them at various stages of the sales funnel. One of the key features Facebook offers its users is the ability to create ad campaigns and target them to specific audiences. Recently, however, Facebook introduced a new feature called Facebook Advantage Plus, which offers even more opportunities for campaign creators.

What is Facebook Advantage Plus?
Facebook Advantage Plus is a platform designed for businesses that want to take their Facebook ad campaigns to the next level. It is a premium version of Facebook’s ad tools, specifically aimed at companies with larger budgets and more complex campaigns. It offers several advantages over the standard version, including enhanced audience targeting, advanced analytics and reporting capabilities, and more options for automated ad placement.

With Facebook Advantage Plus, you can reach more precise audiences. The platform provides advanced audience targeting, allowing you to direct your ads to people with specific interests, behaviors, and demographic characteristics. This ensures that your ads are shown to the people most likely to be interested in your product or service.

Another benefit of Facebook Advantage Plus is improved reporting and analytics. You can access extensive data about your campaigns, including insights into ad performance and audience responses. These reports help you evaluate campaign effectiveness and optimize ad performance over time.

Finally, Facebook Advantage Plus offers more options for automated ad placement. With this feature, your ads can be automatically placed across platforms such as Facebook, Instagram, and the Audience Network. Advantage Plus also provides advanced placement options, including Instant Articles, In-Stream Video, and Audience Network Native. These features help ensure your ads appear where they are most visible and effective.

In summary, Facebook Advantage Plus offers a range of benefits for businesses looking to elevate their Facebook ad campaigns. With enhanced audience targeting, improved reporting and analytics, and more options for automated ad placement, companies can ensure their ads reach the people most likely to engage with their product or service. If you are a business with a larger budget and more complex campaigns, Facebook Advantage Plus is definitely worth considering.

‍

How to Change Your Name on Facebook

Facebook is one of the largest social platforms in the world. With over 2.7 billion active users globally, it plays an important role in many people’s daily lives. One feature that sets Facebook apart from other social media platforms is that it allows users to change their name on the platform. In this article, we’ll explain how to change your name on Facebook and what to keep in mind.

Step 1: Go to your Facebook account
To change your name on Facebook, first go to your account. Simply click on your profile picture in the top right corner.

Step 2: Select “Settings & Privacy”

Step 3: Select “Settings”

Step 4: Edit your name
Under General Account Settings, you’ll see your name. Click Edit.

Step 5: Choose a new name
Enter your new name in the field and click Review Change to see if your new name is available. If it is, click Save Changes to apply your new name.

Important Things to Keep in Mind

1. Name change frequency: Facebook only allows you to change your name once every 7 days. Make sure you are confident in your new name before changing it.
2. Name policy: Facebook has strict rules for user names. Your name must reflect your real name. Nicknames, stage names, or fantasy names are not allowed. If Facebook suspects your name is not real, your profile may be blocked.
3. Impact on previous posts: Changing your name will also disconnect all links to your old name. This means that all posts you made previously will no longer be associated with your new name. Keep this in mind when changing your Facebook name.

‍

Delete Your Facebook Account

To permanently delete your Facebook account, please follow these steps:

1. Log in to Facebook if you haven’t already.
2. Click your profile picture in the top right corner of the screen.
3. Select Settings & Privacy, then Settings.
4. In the menu on the left, first click Privacy, then Your Facebook Information.
5. Click Deactivation and Deletion.
6. Select Permanently Delete Account and click Continue to Account Deletion.
7. You will be prompted to enter your password. Enter it and click Continue.
8. Click Permanently Delete Account.

Your account will now be deactivated for 30 days. During this period, you can log in again to cancel the deletion if you change your mind. After 30 days, your account will be permanently deleted and cannot be recovered.

Please note that deleting your Facebook account will also end your access to Facebook Messenger, any Facebook Pages you manage, and all other Facebook services. If you only want to delete Messenger, this must be done separately.

Below you will find the instructions again with screenshots:

‍

‍

‍

‍

‍

Meta Verified: Increase Authenticity and Visibility on Instagram and Facebook

In today’s digital world, standing out from the crowd and strengthening your presence on social media has never been more important. Meta Verified is a new subscription bundle designed to enhance authenticity on Instagram and Facebook. This article introduces Meta Verified and explains how it can be used to strengthen your social media presence.

What is Meta Verified?

Meta Verified is a subscription bundle that helps establish your presence on Instagram and Facebook. It provides verification using a government-issued ID, proactive account protection, access to direct account support, and more. Features may vary by region.

‍

Benefits of Meta Verified

• Verification: A verification badge, granted through a verification process that includes a government-issued ID and a selfie video, lets the community know that this is the “real” account.
• Proactive Account Protection: Protect your account from identity theft through proactive monitoring and secure it with required two-factor authentication.
• Exclusive Features: Access exclusive stickers for Facebook and Instagram Stories, Facebook Reels, and receive 100 Stars per month on Facebook to support other creators.
• Direct Account Support: Get assistance from a real person for common account issues that matter to you.

How to Activate Meta Verified

To subscribe to Meta Verified, follow these steps:

1. Select Profile: Go to Settings on Instagram or Facebook. Click on Accounts Center, then Meta Verified. If available for your account, “Meta Verified Available” will appear under your name and profile picture.
2. Set Up Payment: Choose your preferred payment method for the monthly subscription.
3. Provide ID and Selfie Video: Complete the verification process by submitting a government-issued ID and a selfie video to confirm your identity before the Meta Verified subscription is approved.

Availability and Cost

Meta Verified is currently available in the United States, Australia, and New Zealand for users aged 18 and older. Pricing is $14.99/month via iOS/Android or $11.99/month on the Facebook website. It is not yet available everywhere or for businesses.

Conclusion

Meta Verified helps strengthen your presence on Instagram and Facebook and allows you to stand out from the crowd. By using a verified badge and additional features, you increase your profile’s authenticity and build trust within the community. Proactive account protection and direct support ensure account security and user satisfaction. Overall, Meta Verified is an excellent way to enhance your social media presence and create a reliable, authentic online identity.

Future Developments and Expansion

It is expected that Meta Verified will expand to more countries and potentially businesses in the future. This will allow even more users to benefit from a verified social media presence. Additional features and improvements may also be introduced to give users greater control and security in managing their online identity.

Recommendations

Using Meta Verified is a strong strategy to increase your presence on Instagram and Facebook and differentiate yourself from others. Users should monitor its availability in their region and activate the subscription if appropriate. Accounts should also be secured with two-factor authentication, while taking advantage of exclusive features and direct account support. Following these steps can strengthen your online presence and help you succeed in the digital world.

‍

‍

Finding an Instagram ID
In the following blog, we show you the easiest way to find a profile ID on Instagram.

1. Find the name of the Instagram profile whose ID you want to discover.
2. Insert it into the following link (replace PROFILNAME with the profile name):
   -> https://www.instagram.com/web/search/topsearch/?query=PROFILNAME
3. Copy the link, paste it into your browser’s address bar, and press Enter.
4. The following page will open:

5. In the first line—or in the line where “User” appears—you will find the profile ID listed three times.

‍

Copywriting: The Ultimate Guide

Introduction: What is Copywriting?

Copywriting is the art and technique of creating persuasive and engaging content for various communication channels such as websites, email campaigns, social media, brochures, advertisements, and other marketing materials. The primary goal of copywriting is to inspire readers or viewers to take a specific action—such as purchasing a product, signing up for a newsletter, or learning more about a company or brand.

Experienced copywriters know how to craft compelling content tailored to the needs, desires, and interests of a target audience. They use a variety of techniques, including storytelling, concise and precise language, emotional triggers, and targeted messaging to achieve the intended effect. Copywriting is an essential component of marketing, advertising, and public relations, requiring both creative and analytical skills to deliver results.

This guide explores the importance of copywriting and its impact on brand communication, audience engagement, and competitive advantage. We will cover copywriting fundamentals and key techniques such as KISS, AIDA, storytelling, headlines, CTAs, and the application of psychological principles. We will also examine audience analysis, its significance, and methods for effective identification and engagement. Finally, legal and ethical considerations—including copyright, plagiarism, data privacy, and ethics—will be discussed. The goal is to provide a comprehensive overview of this versatile field and help enhance your copywriting skills and knowledge.

The Importance of Copywriting

Copywriting is crucial because it plays a significant role in effectively communicating brand messages, promoting products or services, and influencing audiences. In a world dominated by advertising and marketing, standing out from the competition and capturing consumer attention is essential. Copywriting directly contributes to the success of businesses and brands.

Key aspects of its importance include:

• Brand Communication: High-quality copywriting conveys a brand’s identity and values, ensuring consistent messaging across all marketing channels.
• Audience Engagement: Well-crafted copy attracts the target audience, informs them, and motivates them to take desired actions.
• Competitive Advantage: Exceptional copywriting helps a company differentiate itself from competitors and convincingly present its products or services.
• Trust Building: Professional copywriting fosters trust and credibility by providing authentic, informative, and valuable content, promoting long-term customer relationships.

Copywriting Techniques

KISS

The KISS principle—“Keep It Simple, Stupid” or “Keep It Short and Simple”—encourages writers to convey messages clearly and concisely. It helps avoid unnecessary complexity, jargon, or overly long content, ensuring the audience can easily understand and act on the message.

AIDA

AIDA stands for Attention, Interest, Desire, and Action—a framework often used in marketing to guide audiences through a conversion process:

1. Attention: Capture the audience’s attention with compelling headlines, visuals, or designs.
2. Interest: Maintain and deepen interest with relevant, valuable content addressing audience needs.
3. Desire: Increase desire by highlighting benefits, unique features, emotional triggers, or problem-solving aspects.
4. Action: Prompt action with clear, prominent calls-to-action (CTAs), like making a purchase, subscribing, or contacting your brand.

Storytelling

Storytelling uses narratives to connect with audiences, evoke emotions, and make messages more memorable. Examples include:

• Customer Stories: Showcase real experiences to build credibility and emotional engagement.
• Brand Stories: Share company history, values, or vision to foster trust and loyalty.
• Problem-Solution Stories: Illustrate problems and how your product/service solves them.
• Metaphors & Analogies: Simplify complex concepts for better understanding.

Headlines

Headlines are often the first point of contact and serve as gatekeepers for content:

• Grab attention quickly.
• Communicate the main message.
• Spark curiosity.
• Optimize for SEO with relevant keywords.

Call to Actions (CTAs)

CTAs guide readers to take a specific action and improve engagement:

• Lead readers through the conversion funnel.
• Increase conversions.
• Enable measurement of campaign success.
• Create urgency or scarcity (“Buy now,” “Limited spots available”).
• Personalize messaging for the audience.

Psychological Principles

Copywriting leverages psychological principles to influence behavior:

1. Reciprocity: People are more likely to act when they receive something first.
2. Commitment & Consistency: Small commitments encourage further action.
3. Social Proof: Reviews, testimonials, and case studies build trust.
4. Authority: Expertise and credibility increase persuasion.
5. Liking: Audiences respond positively to relatable or likable voices.
6. Scarcity: Limited availability boosts perceived value and urgency.
7. Loss Aversion: Highlighting potential losses encourages action.

Audience Analysis

Audience analysis involves identifying, researching, and understanding the group targeted by your marketing or advertising message. Steps include:

1. Identification: Demographics such as age, gender, education, profession, and location.
2. Segmentation: Divide the audience into homogeneous subgroups.
3. Needs & Pain Points: Understand challenges your product/service solves.
4. Interests & Preferences: Explore hobbies, values, and content preferences.
5. Communication Channels: Identify preferred channels (social media, email, traditional).
6. Competitor Analysis: Learn from competitor strategies.
7. Customer Feedback: Gather insights from current customers or focus groups.

Legal and Ethical Considerations

Copyright & Plagiarism

Respect copyright and avoid plagiarism by creating original content and properly citing sources.

Data Privacy

Comply with laws like GDPR when using personal data. Ensure transparency and inform audiences about data usage.

Ethics

• Honesty & Transparency: Avoid misleading claims.
• Respect Audience: Avoid offensive or discriminatory content.
• Social Responsibility: Consider societal and environmental impact.
• Privacy & Confidentiality: Protect customer data.
• Compliance: Adhere to laws, regulations, and industry standards.

Professional, ethical copywriting ensures trust, credibility, and long-term customer relationships while protecting the brand and writer legally.

‍

The Best Ways to Make Money on TikTok

TikTok is one of the fastest-growing social platforms in the world and offers influencers many opportunities to generate income. Below are the most common and effective ways to monetize your TikTok presence:

1. Brand Deals

One of the most profitable ways to earn money is through collaborations with brands. This involves promoting a company’s products or services on your TikTok page.
Tips for securing brand deals:

• Make sure your TikTok content has a clear focus and target audience.
• Use relevant hashtags to increase your reach.
• Proactively reach out to brands via email or direct messages if they align with your niche.

2. Affiliate Marketing

With affiliate marketing, you promote products and earn a commission for every sale made through your link.
Tips for affiliate marketing on TikTok:

• Select products that fit your niche and will appeal to your followers.
• Mention the product in your videos and add the affiliate link to your profile or video description.
• Offer discount codes to increase conversions.

3. TikTok Live

TikTok allows creators to go live and interact directly with their audience. Viewers can send donations or virtual gifts that can be converted into real money.
Tips for TikTok Live monetization:

• Announce your live streams in advance to maximize attendance.
• Provide exclusive content during live sessions (e.g., behind-the-scenes insights, Q&As).
• Encourage viewers to support you with virtual gifts.

4. TikTok Series

TikTok Series are collections of videos placed behind a paywall. Creators can offer premium content such as tutorials, stories, or travel vlogs and set their own prices for access.

5. Selling Merchandise

If you have a loyal fanbase, you can sell your own merchandise directly through TikTok.
Tips for selling merchandise:

• Design unique, high-quality products that match your personal brand.
• Showcase your merchandise in TikTok videos.
• Use discounts or exclusive offers to boost sales.
• Use print-on-demand services (e.g., Printful, Teespring) to avoid upfront production costs.

6. TikTok Creator Fund

Launched in 2020, the TikTok Creator Fund provides financial support to creators. Earnings depend on factors like views, engagement, and content quality.
Eligibility requirements include:

• At least 18 years old
• Minimum of 10,000 followers
• At least 100,000 video views in the past 30 days
• Compliance with TikTok’s community guidelines

7. Coaching & Consulting

If you’re a successful TikTok creator, you can monetize your expertise by coaching others.
Ways to offer coaching/consulting:

• Share tips and strategies in your content.
• Offer paid 1:1 coaching sessions or group workshops.
• Showcase your own results as proof of your expertise.

Conclusion

TikTok provides influencers with a wide range of monetization opportunities, from brand partnerships and affiliate marketing to live streams, premium content, merchandise sales, the Creator Fund, and coaching services.
The key to success is staying authentic, working with brands and products that fit your audience, and consistently producing high-quality content that drives engagement. With persistence, creativity, and strategy, you can turn your TikTok passion into a profitable business.

‍

TikTok Series – Premium Content on TikTok

TikTok has taken the world by storm with entertaining content and its massive reach. A new feature – and one of the most popular trends on the platform – is TikTok Series: a collection of short videos grouped together in an ongoing format around a specific theme.

What are TikTok Series?

A TikTok Series typically consists of multiple videos that are part of a larger story. Creators can include up to 80 videos per series, with each video lasting up to 20 minutes. While many series are created by individual creators, collaborations between multiple authors are also common.

Like a TV show or film, a TikTok Series usually has a beginning, middle, and end. What makes it unique is that TikTok Series are considered premium content, placed behind a paywall. The price is set by the creators themselves, giving them direct control over monetization.

What are the benefits of TikTok Series?

The popularity of TikTok Series comes down to several key factors:

• New style of content creation: Visually engaging, easy to consume, and designed for storytelling.
• Deeper storytelling: Unlike short standalone TikTok clips, series allow creators to explore topics more thoroughly – perfect for tutorials, narratives, travel vlogs, and more.
• Creative freedom: Creators can experiment with different techniques and formats to deliver innovative, varied content.
• Community building: Series foster a stronger sense of community. Through comments, likes, and shares, viewers engage with both the content and the creator, creating a shared experience.

Many YouTubers and established influencers are now using TikTok Series to connect with their audience and build loyal fan bases.

Monetization Opportunities

TikTok Series also unlock new ways for creators to earn money. Beyond direct paywall revenue, creators can attract sponsorships, brand deals, and use their series to promote other platforms or content, such as fan communities or YouTube channels.

TikTok Series: Exclusive Videos Behind a Paywall?

What are TikTok Series and how do they work? What are the advantages of TikTok’s new premium feature – and why is it becoming so popular?

‍

Changing Your TikTok Username and Profile Name

How do I change my username and profile name on TikTok?

Quick Guide: How to change your username and profile name on TikTok

• The username (also called handle) always appears after an “@”. It is displayed under your profile picture and is how others can tag and find you.
• The profile name (also called name or nickname) is shown at the very top of your profile.

Steps to change your TikTok username and/or profile name:

1. Open the TikTok app and go to your profile (icon at the bottom right).
2. Tap Edit profile.
3. Now you can change your username (= handle) and/or your profile name (= display name).

⚠️ Note:

• The username can only be changed once every 30 days.
• The profile name can be changed once every 7 days.

Screenshots of the steps described above can be found below.

‍

Google Knowledge Graph Explained

What is the Google Knowledge Graph?

The Knowledge Graph is a Google feature designed to present the most relevant and useful information without requiring users to perform additional searches. It includes various types of information, such as:

• A brief summary of the searched entity
• Official website or other relevant websites
• Photos
• Opening hours (if applicable)
• Reviews
• Links to social media profiles
• And much more

The goal of the Knowledge Graph is to make information quickly and easily accessible.

For businesses and individuals, appearing in the Knowledge Graph is crucial. It allows companies to present key information like opening hours, addresses, and reviews directly in search results. Providing these details efficiently can increase trust and attract potential customers.

Which Sources Does the Google Knowledge Graph Use?

The Knowledge Graph collects information from a variety of sources, including:

1. Official Websites: Google uses official company or organization websites to provide addresses, opening hours, and contact information.
2. Wikipedia: Often used to provide summaries of people, places, and things.
3. Google Maps: Supplies information about addresses, phone numbers, and business hours for local businesses.
4. Google My Business: Businesses can update their profiles with addresses, photos, and opening hours.
5. Social Media: Information from platforms like Facebook, Twitter, and LinkedIn can also be included.
6. Other Websites: Google may gather data from additional sites relevant to the searched entity.
7. Google Books: Provides information about authors, books, and publications.
8. Google Scholar: Offers information about academic authors and research publications.

Note: Not all information in the Knowledge Graph is complete or fully accurate. Google continuously updates its algorithms to provide more relevant and accurate data.

How Can I Get a Google Knowledge Graph?

While appearing in the Knowledge Graph is not guaranteed, you can take steps to increase your chances:

1. Google My Business Profile: Ensure your profile contains accurate and complete information, including address, phone number, reviews, opening hours, and photos. This helps your business appear in Google Search and Maps.
2. Well-Structured Website: Include relevant, organized information on your website.
3. Strong Online Presence: Active social media profiles (Facebook, Twitter, LinkedIn, Instagram) and positive reviews can improve visibility.
4. Structured Data: Use structured data (special tags embedded in your website) to help Google better understand your content. Structured data increases the likelihood that your site will appear in the Knowledge Graph.

‍

‍

What is the Creator Marketplace on TikTok?

The TikTok Creator Marketplace (TCM) is a central platform that connects advertisers with over 500,000 content creators on TikTok. It provides up-to-date insights and statistics about creators and their content. With powerful filters, advertisers can search based on specific criteria such as audience age, gender, or content themes.

This allows brands to find the creators that best fit their campaign, invite them to collaborate, and get in direct contact. During the campaign, a built-in reporting tool provides detailed performance insights, making campaign planning and optimization easier.

All creators on the platform meet minimum requirements of 100,000 total followers and 100,000 likes within the last 28 days, ensuring a high level of quality.

What are the benefits of collaborating with content creators?

Partnerships with TikTok creators are becoming increasingly popular, as they offer strong advantages for promoting products and services.

Credibility
For new or lesser-known products and services, building trust can be challenging. Creators accelerate this process by personally endorsing the brand. Their reach and reputation create instant credibility, which drives faster conversions. Formats like unboxing or testing videos give an authentic look at the product in action, further boosting trust.

New Audiences
Creators bring their own communities, which helps brands expand beyond their usual audience. This makes it possible to reach people who might otherwise never have encountered the product or service.

Expertise
TikTok creators are experts in content production, trends, and features on the platform. They provide full support to ensure campaigns are executed creatively and effectively.

Proven Performance (Source: TikTok)

• Average engagement rate: 9.38% with creator videos
• Average ad recall: 62% with creator videos
• 14% higher CTR compared to non-creator videos
• 70% higher view rate compared to non-creator video

How much does working with TikTok creators cost?Costs vary depending on the creator, their reach, and engagement rate. While exact numbers differ, typical ranges are:

• 100K–500K followers → usually a three-digit fee (€) per post
• 500K+ followers → usually a four-digit fee (€) per post
• 1M+ followers → often around €2,000 per post or more

‍

‍

TikTok Branded Effects

What are TikTok Branded Effects?

When creating videos on TikTok, users can choose from a wide variety of effects that can be integrated into their recordings — for example, changing the background, applying a face filter, or adding an interactive game. These effects provide users with high entertainment value and are an essential part of TikTok video creation.

A Branded Effect is an effect sponsored by a company. It contains attributes that clearly represent the brand name, products, or specific brand-related activities. The effect appears in TikTok’s effect gallery and can be used immediately. In addition, a Call-to-Action (CTA) can be included, directing users to an external page.

Types of Branded Effects

TikTok categorizes Branded Effects into four main groups, each with different designs and functionalities:

1. 2D
Includes two-dimensional backgrounds, foregrounds, and face masks that follow facial movements. Some 2D effects can also respond to hand or face gestures.

2. 2D Pro
These offer more advanced facial modifications, such as makeup, hairstyle, or eye color changes.

3. 3D
High-quality effects featuring three-dimensional objects that appear on the body or in the user’s surroundings. Examples include hats, masks, accessories, objects, or animals rendered in detailed and realistic ways.

4. Gamified
As the name suggests, these effects are interactive games. Users control game elements using facial expressions or body movements to achieve scores and engage actively.

Benefits and Opportunities of Branded Effects

Branded Effects offer advantages across the entire marketing funnel.

• Upper and middle funnel: By engaging with the effect, a large audience can be reached, significantly boosting brand awareness. Since users actively interact and add personal creativity, they remember Branded Effects far better than passive feed ads. This strengthens the emotional connection between the audience and the brand.
• Lower funnel: The stronger brand connection often leads to more purchase decisions.

Another unique advantage of TikTok is its young, highly interactive community, which is especially receptive to immersive brand experiences through effects.

There is also the potential for a Branded Effect to go viral, especially when tied to a fun or engaging activity. In that case, content spreads rapidly across TikTok, appearing frequently on the For You Page (FYP) — where users spend most of their time discovering new content. A viral Branded Effect can have a massive impact on reach, brand perception, and ultimately, sales.

‍

What is a Branded Hashtag Challenge?

A Hashtag Challenge on TikTok is launched when an action (e.g., a dance, humorous skit, or sports activity) is linked to a unique hashtag. Users are encouraged to recreate the action and repost their videos under the same hashtag. Ideally, the hashtag gains popularity and appears on many more users’ For You pages — where TikTok users spend most of their time discovering new content. This accelerates growth and can spark a new trend.

When brands sponsor such a challenge, it is called a Branded Hashtag Challenge (BHC). There are three main ways to launch one:

1. Organic Distribution

The challenge is started in the traditional way: a fun or interesting concept that is easy to replicate is created, paired with a catchy hashtag. Every hashtag also has a dedicated hashtag page where all related content appears. The community is then encouraged to participate and spread the trend. Influencers can be brought in to boost promotion.

2. In-Feed Ads

To drive more visibility, brands can promote their Branded Hashtag Challenge with paid ads. Through detailed targeting, the campaign reaches the right audience. The guiding video for the challenge appears in users’ feeds alongside other TikToks, inspiring them to participate and share their own videos.

3. Partnership with TikTok

For a full-scale approach, TikTok offers a package that includes creative consulting, creator collaborations, music selection, TopView placements, and a customized hashtag page.

Benefits of a Branded Hashtag Challenge

Community Engagement
Anyone can join in a Branded Hashtag Challenge, unlike traditional ads that users only view passively. This interactive element creates a deeper emotional connection, transforming the brand into an experience and helping to build a community. BHCs have an average engagement rate of 17.5% (source: TikTok), much higher than standard campaigns.

Effective Reach
Compared to regular ads, Branded Hashtag Challenges drive 4.5x higher brand awareness, and users remember them up to 4x better (source: TikTok). This makes them a powerful tool for building and spreading brand identity.

Long-Lasting Impact
According to TikTok, 90% of BHCs achieve at least a 2.5x higher ROAS (Return on Ad Spend) than standard campaigns, and 50% reach a 5x higher ROAS. About half of this performance comes from organic user activity, which often continues even after the challenge officially ends (source: TikTok & Nielsen).

Viral Potential
Branded Hashtag Challenges can go beyond popularity and become viral. In such cases, the challenge spreads rapidly, reaching a massive audience and generating high interaction. This moves it away from “just an ad” and creates a unique way to shape brand perception — particularly effective for TikTok’s young audience, which responds best to relatable, user-driven content.

Example: Commerzbank’s Branded Hashtag Challenge

The Commerzbank was the first German financial institution to launch a Branded Hashtag Challenge on TikTok. Under the hashtag #freshmoneyfever, young users were invited to post creative, humorous videos around the theme of money and finance. To boost participation, an iPhone was offered as a prize.

As Commerzbank had no TikTok presence at the time, the campaign relied on well-known German influencers to amplify its reach.

The results were remarkable: within just eight days, the hashtag reached over 1 billion views and generated engagement rates of up to 19%.

‍

The 100 Most Important Online Marketing Abbreviations Explained

A/B Testing
A/B testing is a method in which two different versions of websites, apps, ads, etc. are tested on a target audience. This allows a direct comparison of performance.

Ad – Advertising
Advertising (Ad) is the English word for “Werbung.” It refers to the distribution of information by companies in order to build awareness, maintain an image, and ultimately increase revenue.

Ad Creative
The Ad Creative is the visual or audible element of an ad and has a strong influence on performance. Creatives can be images, videos, or audio, and should reflect a consistent brand identity while triggering a positive reaction from the audience.

Affiliate Marketing
Affiliate marketing describes the cooperation between a provider (merchant) and a marketer (affiliate). The provider supplies promotional materials, which the affiliate uses to promote products or services. In case of success, the affiliate is compensated with a commission.

AI – Artificial Intelligence
Artificial Intelligence (AI) is the concept of transferring human learning and thinking processes to computers. The goal is for computers to solve tasks independently, without needing to be programmed for every situation.

AOV – Average Order Value
The Average Order Value represents the average purchase amount on a website or app. Increasing AOV is an effective way to boost revenue and is often cheaper than acquiring new customers.

Audience
In online marketing, “Audience” refers to the target group. This can be the entire population or a specific segment defined by criteria such as age, gender, interests, or web activity.

B2B – Business-to-Business
B2B refers to business relationships between two or more companies trading products or services.

B2C – Business-to-Consumer
B2C describes the business relationship between a company and the end consumer of its products or services.

Backlink
Backlinks are links from an external website pointing to your site. They are an indicator of popularity and play an important role in search engine rankings.

Bounce Rate
The bounce rate is the percentage of users who leave a website shortly after arriving, usually after visiting only one page. It’s an indicator of site or ad performance.

CAC – Customer Acquisition Costs
Customer Acquisition Costs represent the average cost of acquiring a new customer. Companies aim to minimize CAC to increase efficiency and profitability.

CD – Corporate Design
Corporate Design refers to the overall appearance of a company, including logos, product design, and advertising materials. It ensures recognition and builds brand awareness.

Churn Rate
The churn rate measures customer attrition – the percentage of customers who stop using a product or service compared to the total customer base.

CLV – Customer Lifetime Value
CLV measures the total value a customer brings to a business over the course of their entire relationship, including past and future transactions.

CMS – Content Management System
A CMS is software that allows users to create, publish, and manage web content such as text, images, or videos, usually without programming knowledge.

Conversion
A conversion occurs when a user performs a desired action, such as making a purchase or signing up for a newsletter.

Cookies
Cookies are small text files stored in a user’s browser by a website. They track behavior (e.g., visit duration or returning users) and are used for advertising and improving user experience.

CPA – Cost-per-Action
CPA is a pricing model where advertisers pay only when a specific action (e.g., sale, sign-up) is completed. Formula: Expenses ÷ Actions = CPA.

CPC – Cost-per-Click
CPC is a pricing model where advertisers pay for each click on their ad. Formula: Expenses ÷ Clicks = CPC.

CPL – Cost-per-Lead
CPL is a pricing model where advertisers pay for each lead generated (e.g., filled contact form). Formula: Expenses ÷ Leads = CPL.

CPM – Cost-per-Mille
CPM refers to the cost per 1,000 impressions of an ad. Formula: Expenses ÷ 1,000 impressions = CPM.

CPO – Cost-per-Order
CPO is a pricing model where costs arise only when an order is placed. Formula: Expenses ÷ Orders = CPO.

CPS – Cost-per-Sale
Synonym for CPO.

CPV – Cost-per-View
CPV is a pricing model where advertisers pay per view of an ad. Formula: Expenses ÷ Views = CPV.

CR – Conversion Rate
The conversion rate is the percentage of visitors who complete a desired action on a website (e.g., purchase, sign-up).

CRM – Customer Relationship Management
CRM is a strategy for managing all interactions with customers. It often includes documentation and analysis of customer interactions to improve long-term relationships.

CRO – Conversion Rate Optimization
CRO is the process of increasing conversions on a website by analyzing user behavior and optimizing barriers to action.

CSS – Cascading Style Sheets
CSS is a programming language used to design electronic documents (e.g., layout, fonts, colors) without altering the content.

CTA – Call-to-Action
A CTA is a prompt that encourages users to take action, such as “Buy Now” or “Sign Up.”

CTR – Click-Through Rate
CTR measures clicks on an ad compared to impressions. Formula: Clicks ÷ Impressions × 100.

CX – Customer Experience
CX refers to the overall experience a customer has with a company across all touchpoints.

D2C – Direct-to-Consumer
D2C means selling products directly to consumers without intermediaries.

eCPM – Effective-Cost-per-Mille
eCPM measures the estimated revenue generated per 1,000 impressions.

Engagement Rate
Engagement Rate measures interactions (likes, comments, shares) on social media compared to reach. Formula: Total Engagement ÷ Reach × 100.

FAQ – Frequently Asked Questions
A FAQ is a collection of common questions and answers to help users quickly find solutions.

FB – Facebook
Facebook is the world’s largest social media platform, offering features for both personal and business use, including ads and community building.

Frequency
Frequency describes how often an ad is shown to each user.

Funnel
A funnel represents the customer journey from awareness to purchase, narrowing at each stage as users drop off.

GA – Google Analytics
Google Analytics is a free tool for analyzing website traffic and user behavior.

Google Search Console
A free tool from Google to monitor and optimize website presence in search results.

Hyperlink
A hyperlink is a clickable reference that connects documents or sections.

IG – Instagram
Instagram is a social platform focused on photos and videos, widely used by businesses for advertising and branding.

Influencer Marketing
Influencer marketing leverages trusted personalities with large audiences to promote products authentically.

Knowledge Graph
A system that organizes and connects information in search engines for better results.

Knowledge Panel
A sidebar in Google search showing key company information.

Keyword
A keyword is a search term entered into search engines. Correct keyword selection impacts ranking.

KPI – Key Performance Indicator
KPIs are metrics used to measure performance and success.

KUR – Cost-Revenue Ratio
A measure of costs compared to revenue. Formula: Costs ÷ Revenue = KUR.

Landing Page
The destination page after clicking an ad, designed to drive conversions.

Lead
A lead is a potential customer who provides contact information voluntarily.

ODAX – Outcome-Driven Ad Experiences
A Meta framework where campaigns are optimized toward defined outcomes (reach, sales, leads).

OOH – Out-Of-Home
Out-of-home advertising includes all ads placed in public spaces (e.g., billboards, screens).

Page Views
Page views measure how many times a webpage is loaded.

Performance Marketing
A marketing strategy focused on measurable results and optimization through KPIs.

POS – Point-of-Sale
The physical or digital location where a purchase takes place.

PPC – Pay-per-Click
Synonym for CPC.

PPL – Pay-per-Lead
Synonym for CPL.

PPA – Pay-per-Action
Synonym for CPA.

PR – Public Relations
PR refers to managing a company’s communication with the public, distinct from advertising.

Programmatic Advertising
The automated buying and selling of ad space in real time.

Retargeting
Showing ads to users who previously interacted with a product/service but did not complete a desired action.

ROAS – Return on Ad Spend
ROAS measures revenue earned per advertising dollar spent. Formula: Revenue ÷ Ad Spend.

ROI – Return on Investment
ROI measures profitability of an investment. Formula: Profit ÷ Investment.

SEA – Search Engine Advertising
Paid ads displayed on search engine results pages.

SEM – Search Engine Marketing
A strategy to increase website visibility in search engines, including SEO and SEA.

SEO – Search Engine Optimization
Improving organic (unpaid) visibility in search engines through optimization.

SERP – Search Engine Results Page
The results page of a search engine, including organic and paid results.

SMM – Social Media Marketing
Using social platforms for brand awareness, advertising, and customer engagement.

SOV – Share of Voice
The percentage of a company’s advertising compared to total market advertising.

TKP – Thousand-Contact Price
German term for CPM.

Traffic
Traffic refers to the volume of visitors to a website.

UGC – User-Generated Content
Content created by users (e.g., reviews, photos, videos) that companies can use for marketing.

USP – Unique Selling Proposition
A USP is a unique benefit that differentiates a product or service from competitors.

UTM Parameters
Tracking parameters added to URLs to identify traffic sources and campaign performance.

UX – User Experience
UX refers to the overall experience users have when interacting with a product or service.

WWW – World Wide Web
The global system of linked websites and documents accessible via the internet.

YT – YouTube
YouTube is the largest video platform, allowing users to upload and watch videos. Businesses use it extensively for advertising.

404 Error / Not Found
A status code indicating that a webpage could not be found, often due to incorrect URLs or removed pages.

‍

Facebook Ad Library

The Facebook Ad Library is a very useful tool to view Facebook ads from other companies and individuals.

You can also see how long a particular ad or creative has been running, which gives insight into its potential success 🏆.

Under the Page Transparency section, you can view:

• When the Facebook page was created
• Which country the page admins are from
• How often the page name has been changed

How to Use the Facebook Ad Library

1. Go to https://www.facebook.com/ads/library
2. Select the country or choose “All”
3. Choose the type of ads you want to view
4. Search for the Facebook page whose ads you want to see
   • Pro tip: If you can’t find the page directly, search for the page on Facebook first and copy its URL (e.g., www.facebook.com/nybamedia). Use the page name (nybamedia) in the Ad Library search to find it 100%
5. You will then see all active ads for that page

Have fun exploring! 🥳

Example: This screenshot is from one of our clients, Canton.

‍

TikTok Ads: Formats and Requirements

TikTok is a video-first entertainment platform. TikTok ads follow the 9:16 format, filling the entire smartphone screen. This has the major advantage that your target audience can focus entirely on your content without distractions.

When creating TikTok content, you should always stick to platform-specific design principles. Since TikTok is a sound-on app, use the “Power of Sound” by adding music or voiceovers to your videos. Because TikTok ad copy is limited to just 100 characters, you should integrate text elements directly into your videos.

Your content should look and feel like organic TikTok content, blending seamlessly into users’ feeds. You can also leverage trends in your industry – for example, unboxing videos in the e-commerce sector.

For certain ad placements like In-Feed Ads, make sure to keep safe zones in mind when designing your videos. Elements like your TikTok handle, ad copy, or call-to-action button may overlap with your creative. The following illustration provides an overview of these spacing requirements:

‍

How to Find Facebook and Instagram Post IDs

Facebook: Post ID

‍

To find a post ID on Facebook:

1. Go to business.facebook.com
2. Navigate to Business Settings → Page Posts
3. Select the correct Facebook page
4. Under Post Details, you will find the Post ID

‍

‍

Instagram: Post ID

To find a post ID on Instagram:

1. Go to your Instagram profile
2. Open the post you want to check

‍

3. Click the three dots at the top right of the post
4. Select the “Link” option in the middle
5. Copy the post link, e.g.,

1. Copy the post link, e.g.,
   ‍https://www.instagram.com/p/CK_NCZPJiOxMGSO7Rv3SVMYXBcrixuPUlZrebc0/?igshid=YmMyMTA2M2Y=‍

The bolded part of the URL (CK_NCZPJiOxMGSO7Rv3SVMYXBcrixuPUlZrebc0) is your Instagram Post ID.‍

How to Delete Your Facebook Ad Account

1. Go to business.facebook.com
2. Open Business Settings (Not sure how? Click Business Settings in the menu.)
3. Select the ad account you want to delete
4. Click the three dots
5. Select Close Account

Can’t close the ad account?

You must be an administrator of the Facebook ad account in order to delete it. If the ad account was only assigned to you, instead of “Close Account” you’ll see “Remove”. In that case, you can remove the ad account from your Facebook Business Manager permanently.

‍

Here’s how to verify your domain on Facebook:

• Go to business.facebook.com
• Click on Business Settings
• Under Brand Safety, go to Domains
• Click Add Domain
• Enter your domain in the provided field
• Copy the Facebook meta tag into the head section of your website
• Publish your website with the new meta tag
• Click Verify Domain
• Your domain is now confirmed by Facebook
• Click Done

‍

‍

‍

How to find your Ad Account ID in Facebook Business Manager:
‍
Option 1: Ad level

‍

Option 2: Business Settings