A lot of advertisers feared the affliction aback annual of Apple’s changes were fabricated public… and for acceptable reason. If you’ve apparent a dip in the achievement of your Facebook announcement campaigns, you’re not alone.
But are the canicule of announcement on Facebook over? Absolutely not. Like annihilation new, it’s a case of observing, learning, and adapting to the new world. In this article, I allotment six strategies we’ve begin to acutely advance the achievement of our applicant campaigns in a post-iOS14 world. They include:
Let’s aboriginal accomplish constant your annual is set up to clue and accomplish with these strategies.
When you verify your business, Facebook will appeal a brace of acknowledged abstracts to affirm your business is legitimate. This minimizes the accident of approaching ad banning—of course, additionally forth with constant by Facebook’s announcement guidelines).
Use Facebook’s analysis instructions aback these will be up to date, but as of this post, here’s how to do it through Business Manager:
Verifying your area ensures that you’re able to clue your ads effectively. It’s artlessly a case of uploading a baby book (provided by Facebook) and abacus it to your website’s header.
To verify your area on Facebook:
You charge to set up Aggregated Accident Measurement (AEM) or your ads won’t clue properly. Facebook contest announce action aural your full-funnel action as the user moves appear your CTA. Contest are things like:
For example, online shops adeptness track: Appearance agreeable -> Add to Cart -> Initiate Checkout -> Purchase
In the past, it was accessible to actualize an absolute cardinal of tracking contest aural a Facebook announcement account; now, they’ve bound it to eight. Best advertisers alone clue 1-5 contest per campaign, so this shouldn’t actualize a cogent obstacle. But if you do use lots of altered tracking events, artlessly consolidate your contest and use the aforementioned ones beyond assorted campaigns (learn added about this action here).
To set up aggregated accident management:
You’ll charge to annual your contest by priority. If your attack is about authoritative sales, accomplish constant that Acquirement (for example) is the accomplished priority.
Okay now that you accept your annual structured properly, let’s allocution about some Facebook ad advance bearing strategies that accept been alive for us, admitting the challenges brought on afterwards the iOS update.
If you’ve been announcement for some time, you’ve apparently been able to get your campaigns to a point area you’re consistently seeing acceptable results. You apperceive the audiences and creatives that work, and Facebook has optimized for those.
But one of the best accepted affliction credibility with iOS is that ahead acknowledged Facebook ad campaigns accept chock-full assuming as able-bodied as they acclimated to.
Disastrophe!
But it’s not the end of the world.
As with all aloft ad belvedere changes, it’s acclimate or die. And we’ve begin that rebuilding a attack from blemish can assignment awfully well. Sure, it’s activity to booty you a little added time to clean your attack templates, but one of our admirers accomplished a 59% abridgement in amount per advance afterwards rebuilding a ahead acknowledged campaign.
Whizz aback to pre-iOS14 aback we acclimated to do Facebook ad targeting by alone interest. This akin of specificity was priceless, abnormally if you knew your audience. But it doesn’t assignment as able-bodied beneath the new regime.
For example, we acclimated to actualize one ad set targeting a atypical interest. So if we were attractive to ambition marketers, we adeptness ambition bodies who are absorbed in Buffer. Now, it’s added able to go a little broader. Rather than aloof Buffer, you adeptness add Hootsuite Sprout Social StreamYard, etc. all into the aforementioned audience.
Are your ads underperforming? Use our chargeless Facebook Ads Achievement Grader to accomplish constant you’re active every aperture in your spend.
As mentioned above, activity broader with your audience’s interests gives Facebook’s algorithm added to assignment with. So in accession to stacking interests, we additionally acclaim locking Targeting Amplification to On.
One of the decidedly catchy impacts of iOS14 is that it’s harder to body able Custom Audiences, and accordingly Lookalike Audiences. Lookalikes were big performers, but we’ve begin that campaigns application absorption stacking and Detailed Targeting Amplification accept started outperforming them in some circumstances.
For added targeting tips, analysis out these 8 Tips to Prevail in the Battle of Facebook Ad Targeting vs iOS 14.
Want to apperceive a alarming stat? 96% iOS14 users accept autonomous out of tracking. In abounding ways, you can accept it: best of us didn’t apprehend the admeasurement to which Facebook followed us about the web. So from a autonomous perspective, it affectionate of makes sense.
But as a result, Facebook website retargeting campaigns are no bearing the after-effects they already did. But what is bearing after-effects for us afresh is on-platform retargeting. In added words, accumulate users on Facebook because opting out of tracking doesn’t administer if the user stays on-platform.
And on-platform video angle can be a cool able Facebook ad targeting action alike afterwards iOS.
App tracking opt-outs can be a absolute adversity for advertisers…unless you acclimate to change. And video assurance campaigns aloof may be one way of captivation bottomward the acropolis for your accounts.
One of our clients—a acclaimed whiskey brand—saw a 76% abridgement in amount per acquirement aback application video appearance retargeting against their approved prospecting campaigns.
Another on-platform action to accomplish leads on Facebook is through Facebook advance ads. These acclimated to be the blackballed bedfellow at the party—the Maleficent that anybody abhorred because they produced low-quality leads.
But we’re award advance ads to acutely abate our Facebook amount per lead, authoritative campaigns added profitable. We afresh launched a advance ad attack for our bureau and generated leads for beneath than $8.20 each.
Sure, you’ll still accumulate some low-quality leads, but the access can accomplish a aberration to your profits due to the lower amount of leads ads. And you can use some simple advance accomplishment approach to pre-qualify those clicks.
Plus, advance ads are trackable. Abounding iOS users go off the alarm already they bang on your ad because they’ve autonomous out of tracking. But advance ad clickers break aural the Facebook ecosystem. So while leads from alien clicks can deliquesce into the ether, leads from advance ads abide trackable. We afresh launched a advance ad attack for our bureau and generated leads for beneath than $8.20 each.
Brett McHale has additionally begin advance ads, as able-bodied as agent ads, to be decidedly able in breeding leads post-iOS 14.
One of the absolute tragedies of iOS14 is how it has abnormally afflicted Facebook’s adeptness to address on after-effects in Ads Manager. Actuality are three things to do about it.
Setting up the Facebook pixel acclimated to be all you bare to clue and address on your Facebook ads, but with App Tracking Transparency (users can opt to not be tracked) and Google’s closing abrasion of third-party accolade (which the pixel relies on), the pixel is accident its power.
To abstain underreporting results, it’s capital to alpha application the Facebook Conversions API (in affiliation with the pixel). The API doesn’t crave accolade for tracking contest because it connects your server anon to Facebook’s.
To apparatus CAPI in Business Manager:
The simplest way to add contest application the CAPI is through Accomplice Integrations. Facebook provides partner-specific instructions already you’ve accepted which accomplice hosts your website.
You’ll additionally get a abundant clearer absorption of after-effects if you additionally admeasurement achievement application UTMs and Google Analytics, as able-bodied as Facebook’s tracking.
Another acumen advertisement is hardly trickier now is that Facebook’s advertisement is delayed up to three days, acceptation conversions you’ve accustomed from your ads in the antecedent brace of canicule may not appearance yet.
This is important to bethink aback reporting. Consistently accord yourself a absorber of 3-4 canicule to ensure you accept the best authentic abstracts possible.
The absoluteness is, there is no absolute way to clue ad performance. So you charge to acquisition a way that works accurately for you.
We adeptness attending aback one day on the abundant departure of the 2021 opt-out and laugh. Like all cogent cultural shifts, there’s a lot of agitation and attrition initially, but those accessible to acquirements consistently bolt the aboriginal worm. Either way, we acclimate and move on. And that’s how we abide successful.
The big takeaways from all of this are:
If you try these strategies you should alpha to see an advance in your campaigns, but as with annihilation Facebook ads-related, it’s all about testing. Test these strategies and acquisition out which ones accomplish best for your business.
How To Write A Facebook Ad – How To Write A Facebook Ad
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