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Facebook Business Page Admins: How to Prepare for iOS 14
Facebook Advertising, Online Marketing, Our Blog, Social Media, Social Media Marketing Philippines

Facebook Business Page Admins: How to Prepare for iOS 14

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Are you a business owner who relies most of your marketing efforts on Facebook? Do your fans and target market on Facebook, an iOS user? Then this update from Apple might interest you. Let’s start first with Tim Cooks’ tweet last month. Apple is making big changes to data tracking permissions in iOS 14 that could significantly impact Facebook advertisers, publishers, and app developers. These changes will dramatically affect app developers’ ability to measure and monetize advertising. You’ve surely heard of this news in sheer terms, that advertising will be less effective and businesses will suffer. In an official blog post Facebook stated the policies are harmful to the ‘free internet’ and make some forceful statements about how it will impact small businesses: “They’re creating a policy — enforced via iOS 14’s AppTrackingTransparency — that’s about profit, not privacy. It will force businesses to turn to subscriptions and other in-app payments for revenue, meaning Apple will profit and many free services will have to start charging or exit the market. They’re hurting small businesses and publishers who are already struggling in a pandemic. These changes will directly affect their ability to use their advertising budgets efficiently and effectively. Our studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. We don’t anticipate the proposed iOS 14 changes to cause a full loss of personalization but rather a move in that direction over the longer term. They’re not playing by their own rules. Apple’s own personalized ad platform isn’t subject to the new iOS 14 policy. We disagree with Apple’s approach, yet we have no choice but to show their prompt. If we don’t, we’ll face retaliation from Apple, which could only further harm the businesses we want to support. We can’t take that risk.” Is Facebook concerned with these changes? Yes, they are, and that concerns me. By far, this is the biggest battle for Facebook to conquer based on my experience and reactions of the Facebook advertiser community. If these changes do, in fact, make advertising less effective, advertisers will spend less. If advertisers spend less, Facebook takes a big hit to their revenue. In this update of Facebook for Business, iOS 14 updates have an impact on personalized ads. “These will affect your ability to understand performance, control who sees your ads, and make informed decisions about your advertising budgets. As these changes take effect, over time, you may see an overall decrease in ad performance and personalization and an increase in cost per action.” The point of this post is to help walk you prepare action plans to deal with this event. Ready for this monster topic? Let’s do it… iOS 14 Action Plan for Business Owners Collect first-party data As early as now, start collecting first-party data. This includes data you collect from your CRM, website, loyalty programs, mobile app, etc. If you aren’t already retargeting your customers on Facebook, now is the time to start. Invest in your brand Brands that you love today didn’t build their name overnight. They put money, effort and smart strategies to create attention from a huge number of people. Gone are the days you post an update to your Facebook page and forget it, then expect that people will still remember you. Diversify your marketing channel Relying on one marketing channel is not a good idea to achieve business growth. Start to think about email marketing, content marketing, influencer marketing, and SMS marketing. Increase Facebook page’s organic growth Drive more engagements to your Facebook page so you can collect a sizable amount of retargeting audience. On the technical side of things, these are what you can do to prepare: Verify your domain ownership in Business Manager. This will allow you to have authority over which conversion events are eligible for your domain https://developers.facebook.com/docs/sharing/domain-verification Adapt for 8 conversion events for Optimization & Reporting only (not Custom Audiences) Update Your SDK (if applicable) Install Facebook’s Conversion API Install Server Side Tag Management Wrapping Up There are a lot of discussions around these changes which is great because we are giving awareness to Facebook users, app developers, media buyers, and business owners. Facebook created a page for small business owners to “add your voice” in opposition to the iOS 14 updates and even created a toolkit to help you share posts, videos, and stories to #SpeakUpForSmall businesses. Here are other resources you can explore about the iOS 14 update.iOS14 Guidance for Facebook Advertisers – PublicHow Apple’s iOS 14 Release May Affect Your AdsUse Facebook Pixel to Reach iOS 14 Users

Facebook Advertising, Online Marketing, Our Blog, Social Media

Ways to boost your business through Facebook – The Marketer’s Guide

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The internet has become a real game-changer for the business industry. The rise of social media platforms where your potential customers are spending most of their time online led for businesses to turn into digital media to promote their brand, services, and products. Business owners can start and boost their business for just a few clicks while at the comfort of their homes. One of the most popular social media platforms is Facebook with 2.27 billion users worldwide. From a social media site meant for people to socialize virtually, it eventually grew into a platform for media, marketing, and technology. Here’s a quick guide on how to use Facebook to your business’ advantage. Who and where is your target audience? Before you jump into creating Facebook marketing strategies for your business, you first need to identify who is your target audience and where you can find them? Fortunately, regardless of the age, gender, and location of your target audience, almost all of them utilizes Facebook in their everyday life. How to get started in promoting your business through Facebook? There are various ways that you can use in promoting your business through Facebook: 1. Create a Facebook page. Definitely, the first thing you have to do is to create a Facebook page. Similar to your Facebook profile, your business’ Facebook page should serve as a place wherein prospect clients may find relevant information about your brand – from products and services to testimonials and a hub for responding to customer inquiries and concerns. Advantages of creating a Facebook page When a customer likes and follows your page, they’ll be automatically updated of any posts you’ll put in your page. Unlike in promoting your services and products to your personal profile, there’s no limit as to how many people can like and follow your page. While creating a Facebook page is free, you can also utilize Facebook paid ads to reach out to the target market who aren’t yet aware of the existence of your page and business. With Facebook Ads, you can customize your audience reach to make use of your budget effectively. How to create a Facebook page Visit facebook.com/pages/create and choose the type of your page. Fill out the required information then click Create Page. Upload your page’s profile photo and cover image. Add information about your business in the “About” section. How to effectively utilize your Facebook page. Post relevant information. While the main goal of your Facebook page is to post interesting articles, new products and services, announcements, and testimonials, it’s also important to post materials that are helpful to your audience. Study Facebook Insights. Insights shows you data results that you can utilize in maximizing your page – from identifying what time your users are most active to the type of posts your users find most interesting. 2. Utilize Facebook groups, the marketplace, and jobs. Facebook has recently added new features that should help business owners in boosting their brand – Facebook groups, the marketplace, and jobs. Facebook Groups – Groups aren’t new, but its brand-based groups are relatively new on the platform. To create a Facebook group, you first need to have a page and from there create a group for your brand. The good thing about this feature is that it allows you to directly reach out to prospect clients and at the same time network with relevant business industries that you think can help in boosting the brand and profit of your company. Facebook Jobs – Another feature of Facebook is the ability to post jobs. This should help you in looking for potential individuals to hire for your business – may it be for a full-time, part-time, or freelance job vacancies. Remember, Facebook is a platform where you may find a pool of talented individuals. Facebook Marketplace – This is like the e-commerce platform of Facebook where you can sell your products. You may see this as virtually setting up a shop on Facebook where you can list your products and it’ll be searchable on Facebook. How to use the Facebook marketplace Upon entering Facebook, click the Shop icon. After this, add a photo of the product you are selling. It’s ideal to add high-resolution images to gain the trust of your potential clients. Once photos are added, you may now add a title to your product. Make sure that it’s concise and it clearly states the product you are selling. After the title, you should now add relevant information such as size, color, and the like. Then you should also add the price of your product which you may change now and then. One more step before launching your product is adding the location and category for more precision and ease of reference to your prospect clients. Once you’ve filled out the necessary information, Facebook will make your product active and visible to the public. The Facebook marketplace will also allow you to communicate with your clients and edit information on the products you’ve previously posted. How to effectively utilize the Facebook marketplace. The marketplace is a good start to test the waters of your business – to assess if you’re in the right platform and prospect clients. Budget-friendly. Since there’s no cost in adding products, the marketplace is a good place for a start-up to promote products and services. It’s the fastest way to offer your clients with business deals, promotions, and new products. Once you’ve posted your products, it can be easily searched by anyone using Facebook. Conclusion Indeed, Facebook is a powerful social media platform for its flexibility to cater to the various needs of its users. You may find the platform intimidating as there are a lot of competitors – from small to large companies, but it could never hurt to try and utilize the advantages of the platform. And while it may take some time and effort to get used to its features, it’ll be a worthwhile path as it’s considered to be the

Facebook Advertising, Our Blog, Social Media

Facebook rolls out a Major Update of Messenger’s Chat Plugin That Allows Businesses to Communicate With Non-Facebook Consumers

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If you notice a bubble type Facebook Messenger icon floating on the lower right corner of your favorite websites, then you know what I’m talking about because that’s what you called “Facebook Chat Plugin”. Facebook rolls out a major update to that chat plugin for business websites to allow it to be used by non-Facebook consumers. The chat plugin no longer requires users to use their Facebook account which will let businesses reach more customers through their website than before. Additionally, a more intuitive and brand new design of the plugin makes conversations easier. Connect With More Customers than ever before In 2017, Facebook Chat Plugin was introduced as a tool for businesses to reach customers outside of Facebook. However, the chat plugin still required users a Facebook login to start the conversations. Here are some reasons why requiring users to log in was a critical factor: Some people don’t use Facebook. Some people who use Facebook occasionally will not remember their password. If users are using a shared device, entering their login credentials might a hassle for them. Aside from those reasons, some people would prefer to remain anonymous when sending a message to a business. The chat plugin update will no longer hinder users from messaging businesses. Users can still log in and a “continue as guest” option is available with the new design. How to Setup Facebook Chat Plugin On your Business Facebook Page, click Settings, and choose Messaging. Scroll down to Add Messenger to your website section and click Get Started. To continue, click Next. Customize the plugin by creating a greeting message, changing appearance to match your brand or website colors, and with an option to allow people to chat as guest (new feature) or not. Enter the website domain you’d like to add Messenger to. Facebook will automatically generate a snippet of code that you can copy/paste to your webpage.

facebook ad placements
Facebook Advertising, Our Blog

How to Choose the Right Facebook Ad Placements

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Are you looking to improve your ad performance? Wondering which Facebook ad placements you should choose? In this blog post, you’ll find a guide to some of the Facebook advertising placements we used in our client’s ad accounts and discover how to edit your placements to deliver the best results for your campaign. What Is Facebook Ad Placement? Facebook Ad Placements are the places where you run your ads. You can manually choose where you show your ads or let Facebook show them in places where they’re likely to perform best (automatic placements). The placement is set at the ad set level of your campaign and your ads can appear on Facebook, Instagram, Audience Network, and/or Messenger under a specific campaign objective. They are also known as platforms and within each platform are a series of placements. Currently, you can choose from 15 different placement options. All of them are grouped together according to the platform so they are easier to understand. As you can see, there are several territories where your ads can be shown, including: Facebook’s mobile and desktop newsfeeds Instagram The Audience Network Messenger So, let’s take a look at the placements that I frequently use for our clients. Facebook News Feed Placement If you choose to place your ads on news feed, your ad will appear on the desktop news feed and/or mobile news feed. As we all know, the news feed is the section of Facebook where posts by your friends and family appear. Your ads will appear on news feeds accessed through desktop and mobile devices, including laptops, tablets, and smartphones. When you hover over this option at the ad set level, you’ll see an example ad to give you an idea of what ads look like using this placement. This placement option is the most popular and effective among marketers. It can be also expensive in terms of cost per mille (CPM), which is a measure of how much it costs per 1,000 ad impressions. Instagram Feed Placement The next placement is Instagram Feed. Using Instagram as your placement means your ads will appear on Instagram’s feed both desktop and mobile, amongst the posts of other Instagram users. Note that Instagram does not support all of Facebook’s ad formats. While single image, video, and carousel ads are eligible for placement on Instagram, canvas and slideshow ads are not. Instagram has more than 1 billion active monthly users which makes it the second most effective placement option if you want to target the people who are active on Instagram. Instagram Explore This Instagram placement is the newest addition to the ad platform. The Explore page is where users go to discover new content that lines up with their interests. For a long time, it’s the more untouched digital real estate so it would make sense Facebook decided to make this available in the ad placements. Plus, users don’t pay to use Instagram, so they are paying in the form of their attention to brands’ content. Facebook Video Feed Placement Facebook changed the Facebook Suggested Videos and Facebook Watch Feed to Facebook Video Feed to categorize video placements in one. With this campaign placement, your ads appear in the video feed on Facebook—specifically, the suggested videos feed and the Facebook Watch feed. Since it’s the year of the video and I’m still positive that it will be for the coming years, video is the most effective content type to gather low-cost, high-quality engagement and build a warm audience of people you can then remarket to with new ad campaigns. This is a great placement option when you’re running brand awareness ads in the form of video content to people who don’t know or heard about your brand alongside Facebook and Instagram feed placements. Messenger Inbox Feed Placement This is by far the most expensive ad placement that I tried for our clients. It’s also the last in the feeds category. Placed in the Messenger home, Messenger ads are essentially banner ads that are served in the home menu. The good thing about the Messenger home placement is it shows your full ad with your call-to-action (CTA) button, which directs users to the link destination you set when creating your ad. Facebook, Instagram, and Messenger Stories Feed Placement Before we go to the next placement. Let’s take a look at the difference between Feed and Stories. Feed – Looks like a standard Instagram post, except it’s an ad. Stories – A disappearing ad that appears between user stories. The Stories placement has three platform options: Facebook, Instagram, and Messenger Stories. The recommended optimal ad creative dimension is full-screen vertical images or videos (9:16), which appear when switching stories from one user to another. According to Brandon Doyle, founder of Wallaroo Media, said about 40% of his digital agency’s budgets are going toward Stories ads, though Instagram feed still is the biggest placement for usage, followed by Instagram Stories, Facebook feed, Facebook Stories, and Messenger. Messenger Sponsored Messages Placement Do not get confused with the Messenger Home placement in the feeds category, the Sponsored Messages Placement are ads that are shown in the form of messages delivered directly to users you’ve already had a past conversation with. This placement is ideal for any brand that has already connected with a prospect on Messenger, either through a bot or live chat support. It is an effective way to re-engage the people who currently have an open chat with your Facebook Page and to nurture those relationships by providing relevant content, promotions, and updates. Again, in my experience of running Messenger ads, this placement is expensive and has a minimum bid to get delivery because of high CPM for a warm audience. To work this out, it is advised to run previous campaigns to build up your Messenger list using chatbot or custom bot. If not, your budget would be better spent on other campaign types using different placements and objectives. How to Choose Your Placement First, create

Facebook Advertising, Our Blog, Social Media Marketing Philippines

Why Facebook exclusion targeting is so important that marketers use it to create cost effective Facebook Ads

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Is your ad spend wasted because you are showing the wrong message to the wrong audience? If your goal is to reach the right audience and achieve great results using Facebook ads, continue reading below. Facebook advertising is by far the most powerful medium to target your market due to the fact that 2.89 billion people are using Facebook on a monthly basis and they are checking their FB App 8x on average daily! Also, Facebook have done an awesome job finding Facebook users who searched for something in the internet using cookies and your IP Address. Cookies are your info in a form of a text file that you gave to a website when you enter their domain together with your IP Address, these two components help Facebook AI to be more accurate whenever marketers perform Facebook Retargeting in their Ads. Facebook Exclusion Targeting in a nutshell Imagine you’re organizing a party, you probably included all your friends, relatives, and even your classmates. Trying to include everyone was stressful even for a grown-up! You don’t want to exclude anyone! So what do you do? Things are different now (at least they are for those in the marketing field): If you’re advertising on Facebook, excluding people from seeing your ads is a borderline mandatory strategy to succeed. Facebook Exclusion Targeting will exclude people on seeing your ads and will give more emphasis to those target audiences that have the real intent of buying your products or services. In today’s blog post, I am going to show you how to use exclusions to refine your Facebook audiences (that we use in our agency). Why Facebook exclusion targeting is important? 1. Excluding Current Customers Current customers are the people who already bought a product or service from your brand. There’s always a time and place to re-target a current customer. However, you generally don’t want to be marketing your product or services to somebody who has only just bought in, as chances are they won’t be ready to convert again for a determined time frame. Although, this may vary depending on the product or service you offer (e.g. people may eat out at least once a week, people who may buy food supplies on a weekly basis, and a new stuff every x number of years). This exclusion method that can be applied here to exclude current customers from seeing your ads. 2. Pixel Based Exclusion Audiences Let’s say you have a pixel installed on a website (a small snippet of code installed on every page of your website that allows you to track conversions and activities of website visitors), you can easily create an audience of users who have completed certain actions on your site within a pre-determined time frame. You can choose between including or excluding the people who have purchased or subscribed within the last 30 days without sacrificing the people who have added to a card or visited your site but not converted with your ads. In terms of the lookback window, it’s limited to 180 days which is perfect for excluding past customers if your product or service’s lifespan is such that these customers may return within that time span to potentially convert again. This is great if you have a business in the eCommerce space, food delivery service, or retail. You can choose between including or excluding the people who have purchased or subscribed within the last 30 days without sacrificing the people who have added to a card or visited your site but not converted with your ads. In terms of the lookback window, it’s limited to 180 days which is perfect for excluding past customers if your product or service’s lifespan is such that these customers may return within that time span to potentially convert again. This is great if you have a business in the eCommerce space, food delivery service, or retail. 3. Demographic exclusions Demographic exclusion is based on demographics. It’s the second useful exclusion method in which Facebook allows you to exclude users from your targeting based on their gender, relationship status, age, and location. Facebook show ads based on demographics, interest, and user activities. In terms of demographics, it’s crucial because you don’t want to show your ads to people who aren’t stating facts on their profile. For example, serve a 40-year-old man a Facebook ad for an Air Max sneakers aimed at teens just because they’ve liked Kanye West or Steph Curry on Facebook (most probably by mistake!). 4. Interest exclusion method Another valuable exclusion method is based on conflicting interests. To avoid negative feedback on your ads or making sure you’re not targeting people who lead a certain kind of lifestyle, interest exclusions is very important. Let’s say you are promoting ads with meat or dairy products, you might want to exclude vegans, vegetarian, or pescatarian from your targeting. Alternatively, if you’re promoting confectionary, you may want to exclude people who are interested in weight loss and dieting. Same goes with people who are buying Korean cosmetics, you wouldn’t want to show your products to people who love drugstore brands. 5. Excluding people who have messaged your page It’s clear to brands that social media is an avenue for frustrated customers who have received less than perfect service. If you’ve found your Facebook page has become subject to such displays, it may be worth excluding certain audience groups from your ad targeting. You might be receiving negative messages from your fans or other Facebook users. If you’d like to limit the number of dissatisfied customers leaving negative comments on your ad, one way to go about this is to exclude an audience of people that have messaged your Facebook page within a set number of days. 5. Excluding people who have engaged with your ads Next, another one that is a great exclusion method is in a more stringent manner. Excluding dissatisfied customers from impacting your campaign’s performance is to exclude anyone has engaged with your ads

Digital Marketing, Facebook Advertising, Our Blog, Social Media, Social Media Marketing Philippines

Milk Tea Advertisement | How to Advertise Milk Tea in Social Media

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If you are a milk tea lover, you will probably have come across most popular milk tea social media profiles or had seen their milk tea advertisement. Or you may have seen them on lamp posts – basically, they’re everywhere at the moment. We think these milk tea companies are winning at social media content, and here are a few reasons why. Brands wanting to up their social media game, listen up: Add some personality All brands from milk tea companies to law firms need to think about their personality and how they want to be perceived. The key is to know your audience, own your brand identity, and maintaining the tone of all marketing and advertising surrounding the brand, as well as how they connect with their target audiences(s). Coco Fresh Tea & Juice’s social media managers have got this down. Their brand personality is fresh, fun, straightforward and hits the Filipino nail on the head. They’re relatable. Social media tip: Keep some personality, but not one-person-at-the-company’s personality. During any social media planning and strategy sessions, decide what kind of persona is right for you. Get the creative juices flowing (now) It almost goes without saying, but a picture is worth a thousand words. Visual content is obviously an enormous part of social media that we can’t deny. It’s usually the first thing that people notice about a brand. We feel mixed emotions —lowered stress levels, feelings of love, trust, empathy, and generosity—comes with people loving and connecting with a brand compared to being put off completely. Dakasi has bright and sharp colors and its content is consistent. They didn’t focus on just their product but also the space around it. (Even this picture has scattered yellow stuff is effective.) Inject the pop culture The term “pop culture” or popular culture is determined by the interactions between people in their everyday life activities. The most common categories of pop culture are entertainment (music, film, TV), sports, politics, fashion, and technology. Popular culture and the latest trends move fast in the world of social media. Though, it’s not necessary to jump on every single social media trend or hashtag that you see, maximizing the ones that are relevant to your brand can make a difference in increasing your reach. In this post of Tiger Sugar Philippines, they put the pop in popular culture by featuring Game of Thrones in their Milk Tea Advertisement. Putting the spotlight to the customer It’s been proven that people like photos of people. In EmergeLocal, we call them “candid photos”. Brands who focus on including people in their photos and updates or sneak peek tend to have higher engagement than those who purely promote products. Below is an example of a post that focuses on people, Chatime showcase their people-centric post by featuring a curated post from one of their customers. Cuddly Bear Pardon us, we had to include this one. Who isn’t fascinated with teddy bears in offices, #bringyourteddybeartoworkschoolday, teddy bear in the kitchen…Okay, you get it. Macao Imperial Tea takes an effort to have a giant teddy bear in one of their stores. Of course, a customer can’t help but hug it. Do you need help formulating a social media strategy for your business? Get in touch with us – we’re a friendly bunch!

Facebook Advertising, Our Blog

4 Surefire Ways to Target Your Ideal Customers on Facebook

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Are you wondering why you’re not closing leads on Facebook? Or you are not getting any engagements at all? It seems your ad is lost in the middle of the forest. Maybe you’ve got the wrong people seeing your ads. Worry not! In today’s post, I will be sharing the four effective ways you can use to target the right audience so you can get great results. Advertising on Facebook is one of the biggest, if not the greatest opportunities for business owners widely available today. Unlike traditional marketing, you can target people on Facebook using a variety of factors that can narrow down its billions of users into small and specific audiences. Nowadays, internet users are aware that if you use social media, you will be advertised to and all information that you’ve input into your profile gives these social media platforms an idea of what should they show to the user. So how can you advertise on Facebook and generate sales with the right audience? 4 Surefire Ways to Target Your Ideal Customers on Facebook Here are four surefire ways to target your ideal customers on Facebook: Know your audience Let’s start with the basics. How well do you know your audience? Do you already have your buyer persona? If you don’t have one yet, let this buyer persona builder help you to create one for yourself. I highly recommend making a buyer persona before you can get started on your ad. Understanding who your ideal audiences give you an advantage of knowing the attributes of Facebook users that you’ll be advertising to. Most Facebook users complete their profile details including age, gender, location, hobbies, music genre, and etc. Aside from the capability of Facebook to show ads based on your activities, your ads can be shown based on the former. This helps advertisers a lot especially when it comes to targeting very specific users based on their age, gender, and even marital status. Location targeting is also helpful if you only want to reach out to users within the radius of your physical store. Tip: Put yourself in your customer’s shoes. What problems that your product or service are trying to solve? Remarketing Are you familiar with the phrase “low hanging fruit”? Let me explain what it is. Low hanging fruit refers to those consumers who are easiest to attract to your business. Imagine remarketing as your low hanging fruit strategy. The best choice for targeting your ideal customers are those who’ve already visited your website and has background knowledge about what you offer. By using Facebook pixels to track website visitors, you can track behaviors of people who visited your website, so you can use that data to optimize your ads. The process is simply like this: Visitors come to your website and Facebook will show your ads based on what they browse within your website. Tip: Your remarketing ads should focus on what you offer already, albeit the features and benefits should be seen. These audiences need a little more push to be convinced to make a purchase. Lookalike audience Custom audiences allow businesses to build a list of target audiences based on existing consumer information. Simply put, Facebook will take a group of users and identify what they have in common. Those similar users will be targeted by your ads. It’s powerful, right? But let’s remember this. If and only if you have a steady amount of leads already, only then you can extend your reach to lookalike audiences. Interest targeting We can all agree that as Facebook users, we tend to be fans of hundreds of brands and put self-described hobbies or favorite activities into our profiles. Targeting based on interests will allow you to get inside the heads of Facebook users and be the perfect audience for your product and/or services. The goal is to show your ads to specific people who have interests that match with your brand who will not only find the ad interesting but click on it. Tip: Be as specific as possible when it comes to interest targeting. The more specific your target is, the smaller the audience you’ll have but are more likely to generate sales. Conclusion Finding the right audience for your ads is a tedious yet exciting process. Think of it as finding that pot of gold at the end of the rainbow. By targeting your ideal customers with a unique and actionable content that are geared specifically for them, you have a higher chance of increasing your leads or whatever output you want to achieve. For all your digital marketing Pampanga needs, EmergeLocal has you covered. We help businesses get more traffic, more leads and higher conversions. Get in touch with us today to find out how we can help with your Facebook advertising campaigns.

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