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2020-03-24 22:18:03

来啦！Twitter疫情相关政策报道！

随着Covid-19持续爆发，Twitter不变的原则之一就是为客户和合作伙伴提供方向性和最佳的支持。

TopHighlights

1．#InappropriateContentAdPolicy

（1）目前有关Covid-19的广告政策是什么？

所有内部和外部广告政策均适用于与COVID-19/冠状病毒有关的推广活动。最相关的策略是不适当的内容政策，特别是“敏感主题或事件”子句，因为COVID19已被視為敏感主题。

目前，我们禁止所有宣传COVID-19/冠状病毒的内容。此禁止事项的唯一例外如下：

Fact-Checking Entities（需由Twitter公共政策部预先批准）
Public Service Announcements (PSA’s) from government and supranational entities (需由Twitter公共政策部预先批准）
News Outlets（已免除政治内容的新闻媒体）

（2）关于不适当的内容政策的说明

什么是不适当的内容政策？

Twitter禁止在全球范围内包含不适当内容的广告。尽管Twitter上的所有内容均受Twitter规则的约束，但我们对广告内容设置了其他限制。

我们认为不适合做广告的内容类别包括：

此政策适用什么？

此禁令适用于广告，登录页面，用户名，句柄，个人简介，个人资料照片和广告客户帐户的标题图片。它也适用于定位和主题标签分配。

请注意：如有不清楚是否能投放的广告，请务必先咨询您的CAM。

2. #OptimizationTips

[TIP#1]Check your daily budgets.

What does this mean? Campaign Daily budgets are sometimes too high or too low.
Why is this important? Daily Budgets set too low might be hindering delivery. Daily Budgets set too high are ineffective for increased delivery in performance campaigns.
How can you do this? Check your Daily Budget math by ensuring [(Daily Budget x Days Remaining in Campaign) + Spend To Date] adds up to at least the full IO budget, ensuring full delivery. If Daily Budgets are depleted early in the day - increase them. For campaigns with daily budgets that are never reached, bring it down to an amount that it achieves regularly to send better prediction modeling signals. Scale daily budgets up when delivery meets the daily goals.

[TIP#2]Encourage your client to let the campaign “breathe.” Optimizingless is more.

What does this mean? Be conservative with editing campaigns once live.
Why is this important? Our system needs a calibration period of 2-3 days to form strong prediction signals.
How do you do this? Only edit campaigns every 2-3 days. Editing campaigns multiple times within a 24hr period interrupts the calibration process in the system and decreases chances to deliver.