Who is Mark meeting on his Eurotrip, Facebook's leaked influencer platform, emojis and Dynamic Ads. There's also some much sought after GDPR advice.
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Weekends are certainly not dead, especially if you are Facebook. Mark is going on a trip to Europe to address data privacy concerns ahead of GDPR deadline on 25th May. We bring you some advice on how to make your website compliant too. Oh, and Apple starts paying $15 billion fine.

Zuckerberg touring Europe

Mark Zuckerberg is doing something many young Americans do - and that is embarking on a Eurotrip.

The difference is Mark isn’t going after his German pen pal, Mieke, nor looking to experience crazy European sex (officially at least).

Instead, he will be facing some tough questions from the European Parliament, French President and others in the tech community.

He’ll first be grilled by European Parliament on Tuesday, together with COO Sheryl Sandberg who might also testify publicly.

He will meet with French President Emmanuel Macron at the  Élysée Palace on Wednesday, and caps it off with an on-stage interview at the VivaTech conference on Thursday, 24th May.

Facebook’s influencer platform leaks

Facebook’s next money-maker could be this tool for connecting marketers to social media creators so they can team up on sponsored-content Facebook ad campaigns.

By getting creators paid, even if not directly by Facebook, they’ll invest more in the quality of their content and they’ll also spend money on Facebook ads to spread that content.

Facebook will initially not take a cut of the deals between marketers and creators.

FB wants to help businesses find creators who can reach their target audience in an authentic way, while allowing creators a path to monetizing their Facebook content and fan base.

Of course, strong targeting options are included: top countries they’re popular in, interests, gender, education history, relationship status, life events, home ownership status, home type.

For advertisers, influencer marketing on Facebook can be very useful because of the well defined audience creators have.

You can pixel the audience and use it for lookalikes and retargeting.

Perfect your FB Dynamic Ads strategy

There is an incredible amount of variance in how Facebook advertisers use Dynamic Ads. Some rely on complex spreadsheets-to-database automatic uploads via FTP.

Many are only utilizing 28-day add to cart remarketing.

And even more common were those who set things up a year ago and haven’t changed them since.

In this article, Andrew Foxwell talks about useful tips about how to use Dynamic Ads.

One of the most important things to do is to separate "View" and "Add to Cart". There is just too much of a difference in what stage in the sales funnel people are to combine those two groups.

Another point to watch out for is Frequency.

When it comes to retargeting your audience size can be quite small and because of that frequencies can go up a lot.

Try to show your ads not more than once a day to the same user. Otherwise your brand could be seen as annoying, intrusive, and not conducting any social listening.

For retargeting campaigns you typically target people who’ve added something to their cart, but haven’t purchased yet.

You can increase your audience size (and decrease your frequency) by targeting people who’ve added to cart in the last 21 days, but didn’t purchase in the last 7 days.

Changing up your Dynamic Product Ad copy has a dramatic and immediate effect on results.

Try refreshing your ad copy every week. Try another pitch, insert some fun emojis, make it seasonally appropriate, include positive customer reviews.

If you’re looking to explore Dynamic Ads, read the full article.

If you haven’t mastered the emoji game yet...

James Van Elswyk is there to help.

If you follow him on Facebook and in groups, you will notice he uses more emojis than the average person and he stated multiple times that he uses them in ads too.

Well, he explains why in the Purple Knowledge Lab group.

"Emojis, like art, express information and transfer emotions or feelings more elegantly and accurately then words as it leaves room for perception and interpretation."

Check all the tips for emojis in FB ads from James here.

Tennis superstar Maria Sharapova is already using James’s advice.

Verify your domain(s) if you want to edit the appearance of your links

Starting May 24, you will no longer be able to edit the appearance of your links on Facebook if you don’t verify it with Facebook’s domain verification tool in the Business Manager.

Info coming straight from Brad Forbush’s rep, again in the Purple Knowledge Lab Group.

Make opt-in forms compliant without killing conversion rates

Disclaimer: We’re not lawyers, we just try to share reasonable information we find on the topic and although we think it’s correct, lawmakers might disagree. You’re responsible for your own GDPR compliance.

Most people talking about how to make websites GDPR compliant show extremely ugly and intrusive banners, and endless checkboxes.

Depending on your business, you might get hit hard and actually have to use it but for most, it shouldn’t be that bad.

The folks at ThriveThemes have come out with a great explainer article where they give examples of a GDPR compliant approach to email that should not kill conversion rates.

In short, checkboxes should be used for things you cannot mention in the copy.

If you gather emails using a lead magnet, mention that people are signing up for your newsletter and promotional content AND get access to the ebook/infographic/whatever.

That’s really it when putting it shortly.

Then there’s the cookies and tracking consent when visiting a website. A reasonable tool for that is Cookiebot.

It automatically scans cookies you use and creates a banner where people can opt in or opt out.

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
Apple started paying $15 billion European tax fine

Your Facebook accounts got banned or an affiliate network didn't pay you? Well of course that sucks, but what sucks even more is to pay a $15 billion fine.

In August 2016, the European Commission said that Apple benefited from illegal tax benefits in Ireland from 2003 to 2014.

It took a couple of years, but Apple has started to pay back these benefits to the Irish government.

The company has paid $1.77 billion (€1.5 billion) into an escrow account designed to hold the fine. Apple has to pay $15 billion in total (€13 billion).

Apple Inc. shareholders don’t seem to worry too much about it with the stock sitting at an all time high of $186 and a market cap of $915 billion.

The tech giant is just another 9 percent stock price increase away to become the first company to break the $1 trillion market cap.


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