If you are hurt by iOS 14, you can try 6 Facebook advertising strategies

When news of Apple’s changes were made public, many advertisers were worried about the worst… and for good reason. If you find that the effectiveness of your Facebook advertising campaign has declined, you are not alone.

But is the era of advertising on Facebook over? Absolutely not. Like any new thing, this is the process of observing, learning and adapting to the new world. In this article, I shared the six strategies we discovered that can significantly improve the effectiveness of client campaigns in the post-iOS14 world. They include:

1. Rebuild the campaign from scratch
2. Try interest stacking
3. Continue to expand the audience
4. Run repositioning activities on the platform
5. Use Facebook Lead Ads
6. Set up external tracking

1. Keep account essentials

Let us first make sure that your account is set up to track these strategies and succeed.

Verify your business

When you verify your business, Facebook will ask for some legal documents to confirm that your business is legal. This minimizes the risk of banning advertising in the future-of course, it must comply with Facebook’s advertising guidelines).

use Facebook verification instructions Since these will be up to date, but as of this article, here is how to do this through the business manager:

1. Go to the safety center
2. Choose Verification.

Verify your domain

Verifying your domain ensures that you can effectively track your ads. This is just a case of uploading a small file (provided by Facebook) and adding it to the title of your website.

To verify your domain on Facebook:

1. Go to the business manager and find Brand Safety>Domain.
2. Click Add and follow the instructions.

Set up aggregate event management

You need to set up aggregate event measurement (AEM), otherwise your ads will not be tracked correctly. Facebook incident shows Your activity Full funnel strategy When users move to your CTA. The event is like this:

• Page preview
• View content
• Add to cart
• Start checkout
• Buy

For example, an online store might track: View content -> add to cart -> start checkout -> purchase

In the past, an unlimited number of tracking events could be created in a Facebook ad account; now, they limit it to eight. Most advertisers only track 1-5 events per campaign, so this does not create a major obstacle.but If you do use many different tracking events, just merge your events and use the same events in various activities (Learn more about this strategy here).

To set up aggregate event management:

1. Go to event manager
2. Click the Aggregate Event Measurement tab
3. Click Manage Events and select your (now verified) domain
4. Click Manage Events
5. Add events to be tracked throughout the campaign.

You need to list your activities by priority. If your campaign is about sales, make sure that purchases (for example) are the highest priority.

6 strategies you can try if your Facebook ads are not performing after iOS 14

Okay, now your account structure is correct, let’s talk a little bit Facebook leads a generationDespite the challenges posed by the iOS update, we have been working on n strategies for us.

1. Rebuild the campaign from scratch

If you’ve been running ads for a while, you may have been able to keep your campaigns to the point where they continue to achieve good results. You know effective audiences and ideas, and Facebook has optimized for these.

But one of the most common pain points of iOS is the previous Successful Facebook advertising campaign It’s no longer as good as before.

disaster!

But this is not the end of the world.

As with all major changes in advertising platforms, either adapt or die. We found that rebuilding the campaign from scratch worked very well.Of course, it takes some extra time to rebuild the campaign template, but one of our clients experienced 59% reduction in cost per lead After rebuilding a previously successful campaign.

2. Try interest stacking

Back to the pre-iOS14 era Facebook ad targeting According to personal interests. This level of specificity is priceless, especially if you understand your audience. But it does not work well under the new system.

For example, we used to create an ad set for a single interest. Therefore, if we want to target marketers, we may target people who are interested in Buffer. Now, expand a bit more efficiently. You can add Hootsuite + Sprout Social + StreamYard, etc. to the same audience, not just Buffer.

Are your ads performing poorly? Use our free Facebook Ads Performance Grader to make sure you plug every loophole in your spending.

3. Continue to target expansion

As mentioned above, a wider focus on the interests of the audience gives Facebook’s algorithm more room for work. Therefore, in addition to stacking interest, we also recommend locking Targeting Expansion to On.

Particularly tricky item Impact of iOS14 It’s difficult to build an effective custom audience, so Lookalike audience. It looks like Yes They performed well, but we found that campaigns using interest overlay and detailed targeting expansion started to outperform them in some cases.

For more targeting techniques, check these 8 tips to win the battle between Facebook ad targeting and iOS 14.

4. Retargeting video views

Want to know one Terrible state? 96% of iOS14+ users have opted out of tracking. In many ways, you can understand: Most of us are unaware of the extent to which Facebook follows us on the web. So from a liberal point of view, this makes sense.

But as a result, Facebook website redirect The exercise did not produce the results they had done before.but what Yes The result brought to us recently is the repositioning of the platform. In other words, keep users on Facebook, because if users stay on the platform, opt-out tracking does not apply.

The number of video views on the platform can be a super effective Facebook advertising targeting strategy Even after iOS.

App tracking exit can be a complete disaster for advertisers…uUnless you adapt to change.with Video participation may just be a way to keep a bastion for your account.

One of our customers-a well-known whiskey brand-saw 76% reduction in cost per purchase When using video view redirection and regular lead activities.

5. Use Facebook Lead Ads

Another platform strategy for generating leads on Facebook is through Facebook Lead AdsThese were once unwelcome guests at the party—the viciousness that everyone avoided because they produced low-quality leads.

But we found clue ads Reduce our Facebook cost per potential customerTo make the campaign more profitable. We recently launched a lead ad campaign for our agency and generated leads for less than $8.20 each.

Of course, you will still collect some low-quality potential customers, but because Lower cost Lead ads.You can use some simple Leading qualification strategy Pre-qualify these clicks.

In addition, the lead advertisement is traceable. Many iOS users ignore it after clicking your ad because they have opted out of tracking. But the leading ad clickers remain in the Facebook ecosystem. Therefore, although clues from external clicks can be dissolved into the ether, clues from clue advertisements can still be tracked. We recently launched a leading advertising campaign for our agency, and The potential customers generated are less than $8.20 each.

Brett McHale also found that lead ads and messenger ads are particularly effective in the following areas Generate leads after iOS 14.

6. Set up external tracking and reporting

One of the real tragedies of iOS14 is how it negatively affects Facebook’s ability to report results in the Ads Manager. There are three things to do here.

Use Facebook Conversion API

Set up Facebook pixel It used to be everything you need to track and report on Facebook ads, but with app tracking transparency (users can choose not to be tracked) and Google eventually devaluing third-party cookies (which the pixel relies on), the pixel is losing its power.

To avoid underreporting results, you must Start using the Facebook conversion API (Combine pixels). The API does not require cookies to track events because it connects your server directly to Facebook’s server.

To implement CAPI in Business Manager:

1. Click the hamburger menu. Go to the event manager.
2. Choose to use the conversion API to add events.

The easiest way to add events using CAPI is through partner integration.Provided by Facebook Partner specific instructions Once you confirm which partner is hosting your website.

Use UTM

If you also use UTM and Google Analytics, And Facebook tracking.

Give yourself a buffer period of 3-4 days

Another reason the report is a bit tricky now is that Facebook’s report was delayed by three days, which means The number of conversions you get from your ads It may not have been displayed in the previous few days.

It is important to remember this when reporting. Always give yourself a buffer time of 3-4 days to ensure that you have as accurate data as possible.

The reality is that there is no perfect way to track advertising effectiveness. So you need to find a method that is particularly suitable for you.

Adapt and move on

One day, we may look back at the wave of opt-outs in 2021 and laugh. Like all major cultural shifts, there will be a lot of panic and resistance at first, but those who are willing to learn will always catch the early worms. Either way, we will adapt and move on. This is how we stay successful.

The important takeaways from all this are:

• From keeping users on the platform and recreating activities and using the tools on the platform
• Implement external tracking to enhance your activity reporting
• Stack interests to expand your audience (and likes)
• Reset your campaign for the new world
• Optimize your advertising account settings

If you try these strategies, you should start to see improvements in your campaigns, but as with anything related to Facebook ads, everything is related to testing. Test these strategies and find out which ones are best for your business.