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What is the difference between Facebook PCBM/paBM/bm and the three unlimited traffic FB
accounts opened overseas? Whether it is the Xianxia BM circulating on the market or the BM
certified by the dealer, they may only be called "little brothers" in front of PCBM!
Because the first two BMs are at most stable enough and will not be easily blocked, while PCBM
can use the highest authority, which can be said to be the BM second only to the first-level agent
of Facebook. Why do you say super lucky?
First of all, except for the agent BM and PCBM, other BMs are actually under the control of the
agent. No matter what products are operated or what materials are put on the shelves, many of
them require the agent to review in advance and are subject to certain restrictions.
But PCBM has become a "clear stream". Although it is also an account opened by an agent, the
agent only has the authority to supervise the consumption limit of the account and knows nothing
about other permissions. In other words, it has no idea what products the account operates, let
alone what materials it operates? For advertisers with PCBM accounts, this is simply omnipotent,
and for agencies, this is also a good thing. They do not need to provide complex services, nor do
they have to worry about their own accounts being occupied, resulting in a surge in violation rates.
Originally, this was a win-win situation, but someone was unwilling to do this, and that person was
Facebook. The unrestrained and crazy momentum of PCBM caused Facebook's violation rate to
soar, and the user experience was seriously affected. Therefore, Facebook also thought about
canceling such accounts, but it has not been promoted.
This year is like a year of big cleansing for Facebook advertisers. Accounts, homepages, and BMs
have all been blocked, as if to remove all illegal things from Facebook. Perhaps taking advantage
of this heat, Facebook announced in the latest policy update:
Starting in October, Facebook will no longer allow agencies to register for the Commissioned
Quota Business Management Platform (PCBM) of Advertising Agencies (AdvertisingAgency).
Facebook made this decision because it found that many AgencyPCBMs were involved in a large
number of non-compliant advertising behaviors in recent months, affecting the policy
implementation of agencies.
To ensure platform security, Facebook will review all relevant applications to ensure that no new
advertising agencies join. If a new agency is found, Facebook will disable the advertising account
associated with the advertising agency. Please note that this update will not affect the existing
AgencyPCBM. At the same time, Facebook's direct advertisers can continue to use PCBM.
In addition, in this product update, Facebook has also made some adjustments to app ads:
(because the violation rate of APP is lower)
App Custom Event Optimization: Now supports iOS 14.5
Starting October 4, 2022, Facebook will roll out App Custom Event Optimization (AppCEO for
iOS14.5+) for iOS 14.5+ in stages.
Prior to this, advertisers using App Custom Event Optimization (AppCEO for iOS14.5+) need to
join the permission list.
After October 28, 2022, all advertisers will be able to optimize custom events through app
activities, including AppCEO users for iOS 14.5+.
1. Advertisers who need to pay attention:
Industries: Games, e-commerce, retail, entertainment media, travel and technology apps
Currently using the product:
(1) Advertisers who mainly use standard events for app event optimization
(2) Advertisers who match custom events with standard events and then use standard event
optimization
(3) Advertisers who were previously unable to use AppCEO in iOS14.5+ campaigns
AppCEO is a product launched for Android and iOS14.4 and below campaigns. Before the launch
of AppCEO, advertisers could optimize app installs through predefined app events or manually
match custom events with standard events, but the results were limited. With the launch of
AppCEO, Facebook has improved the App Event Optimization (AEO) tool to support more types
of events.
With this AppCEO product update, advertisers will no longer be limited to standard events for app
install activities for iOS14.5+ users. App Event Optimization (AEO) combined with custom events
simplifies the optimization process and has been proven to improve campaign performance.
Custom events are applicable to most app install campaigns (including automatic app ads and
manual app ads).
2. AppCEO product performance
The CPA of custom event optimized campaigns is 17% lower than that of BAU campaigns.
(Only applicable to Android system, Facebook is studying the performance of iOS 14.5 and above
users)
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