Why are Facebook Ads so Great?
Facebook tracks everything! The behaviours and interests of its users are directly catered to them on Facebook & Instagram. You’ve probably seen an ad pop-up on your screen for something you just finished searching.
People spend a ton of time on social media which is why advertising on these platforms has been so successful over the last few years.
Did the iOS14 update kill Facebook Ads?
Apple has announced changes with iOS 14 that will impact how we receive and process conversion events from tools like the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimize, target, and report on web conversion events from any of our business tools will be affected.
Specifically, Apple will begin to require that apps in the App Store that engage in what Apple defines as "tracking" to show a prompt to iOS 14 users, in accordance with their AppTrackingTransparency framework.
Apple’s new policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt. As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.
If you use apps on an Apple product you’ve probably noticed a little pop-up asking you if you want to allow tracking on the app.
With this new privacy feature, so many people are choosing to opt-out of tracking on their device. This can hurt advertising campaigns that rely on the FB pixel and tracking data to retarget customers.
Basically, it makes it A LOT harder for advertisers to create successful retargeting campaigns (the most valuable audience you have).
There is no “quick-fix” for this update. But if you are still going to be running ads here are a few things you should know.
Facebook can still track these two types of audiences:
The people who have viewed a video of yours on FB or IG.
These people are NOT leaving the app to view your content (plus, we all know video content is king right now). Facebook has always had a way to see who has watched your video and how long they’ve spent viewing your video.
Anyone who has engaged with your FB page.
Whether they’ve liked a post, left a comment, or even clicked TO your FB page, they can be tracked! Again, they're not leaving the app, so FB can still track their data.
So what can you do?
There are two ways you can continue to use FB/IG ads that are still helpful.
#1 Make Your Retargeting Audiences Bigger
#2 Reduce Your Budget
The Power of Diversity
If you’ve been putting all of your eggs into one basket with FB/IG ads, then this is a good time to diversify! Social platforms will definitely take a hit, but some platforms will be impacted less. Plus, when you spread your budget around you can find out what really works for you.
If you’re a B2C business, depending on your product or service consider the following options:
If you are mainly a B2B, consider LinkedIn.
One drawback to going multi-platform is that it’s going to be more work. But it will definitely spread your brand awareness!
With the new iOS 14 tracking updates, more tracking is happening inside google analytics. This is a great way to make sure your ads are working.
If you’re feeling overwhelmed by all of this information, know that Funstans is here to help.
We live and breathe paid ads and have a variety of options for you to choose from.
Ways We Can Help
Ads In A Day → A full day dedicated to setting up your ads. This is perfect if you don’t need an Ads Manager on your team. Click here to find out more.
5-Day Virtual Classroom → This is a high-touch, 5-day course that teaches you how to build your own ads from the ground up. CLick here to find out more.
Retainer → Hire the Funstans team to continuously launch ads for you. This is perfect for any business with lots of products/services. Click here to find out more.
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