Following massive privacy lapses, including 14 million Facebook users’ privacy settings switched to public and the subsequent undesirable media attention; Facebook is determined to bounce back into our good books.
Facebook continues to try and improve the user experience and brand transparency, and part of its most recent push includes improving the experiences of those who use Facebook to purchase goods and services.
As users, brand transparency is imperative in erecting trust and loyalty. To tackle this issue, Facebook is introducing the ‘recent ad activity’ tool for users. This tool will allow users to view all of the recent advertisements they have interacted with in the past period, and pass on feedback. These ads can be reviewed and/or saved for later by the user.
Consumer feedback will then determine how the businesses ads will run in the future. Facebook has announced that any brand with a large number of negative ad reviews will be subject to investigation and potentially banned. This is in an effort to protect users from fraudulent businesses and fake advertisements.
However, Facebook is not just immediately sending businesses with negative reviews to the chopping block. Rather, a grace period will be introduced, granted by Facebook and marketing guidance provided to help alleviate the brands' situation.
Additionally, with an ever-growing increase in fake news and negative reviews, businesses will be protected from these so-called ‘trolls’. Facebook will monitor reviews and investigate any that appear to be based on a vendetta or not appropriate to the situation. On these grounds, Facebook will determine whether the review should be deleted from the record.
What do we think about the introduction of ‘review ad activity’?
With this new tool introduction, some brands may be expectedly anxious; however, it’s not bad news for advertisers. Companies that produce high-quality advertisements that lead to quality click conversions are likely to be rewarded through positive feedback from consumers. Low-quality advertisers will be weeded out allowing more space for your business to shine through.
This tool also brings importance to experienced marketing agencies. Knowing the ‘tricks of the trade’ will aid in lowering novice mistakes and enable businesses to reap the rewards of this new function. Outsourcing digital marketing has never been more beneficial for small companies.