Here’s the news you’ve probably already heard: Meta due to iOS14 update (formerly Facebook) a A lot Problems with their advertising business. Meta has already decided that their long-term solution is to create Metaverse, but people can’t wait for a massive drop in quality using their ads.
If you use Facebook or Instagram ads to increase your sales, spread the word about your brand, and find new customers, what can you do to avoid your campaigns? Common issues due to iOS14 update? Below you’ll find 4 common issues for the Facebook ad users experience due to the iOS14 update, how to overcome them, and some common Facebook ad tips to avoid further frustration in the future.
1) Problem: Difficulty optimizing advertising costs and higher CPAs
Why this is happening: In the pre-update, Facebook was able to measure conversions quickly and accurately using this data because it contained a consistent signal of data from every step taken by a particular user. The time it took for Facebook’s algorithms to figure out the best way to place your ads according to your goal CPA (cost per acquisition) was minimal, as each individual viewer and clicker provided more context.
With the iOS 14 update, a big part of it Users will not pay much to work with algorithmsSo you have no idea what period can optimize your ad placements according to your CPA, much more.
As a result, advertisers have seen a 20-50% increase in CPA across almost all verticals, which can completely destroy ROAS (return on advertising spend) and make it very difficult for advertisers to figure out how to adjust their advertising spend or scale their ads. .
Solution: Campaign your testing and scaling separately to reduce change
Over the years, various campaign creatives, daily ad spend, and other campaign elements have been tested to add changes, find out any old creative or low-performing setup options, and wait a few days to see how it panned. This is no longer the case.
Whenever you edit your campaign, Facebook’s algorithm resumes the process of figuring out how to optimize your ad.
Now that this phase is long, it examines and edits campaign elements and options Incredibly Expensive By keeping your testing and scaling processes completely separate, you are making sure that you keep this costly part of ad optimization as short and sweet as possible.
In other words, for every campaign you want to do, you should run a small budget experimental campaign where it will not kill your ROAS at all to adjust and another campaign that will be used to scale. Only Changes that have been tested and proven to bring better results. So if your previous Facebook ad strategy is used to look like this:
- Brand Awareness Campaign
- Engagement campaign
- Transformation campaign
… And if you’re having problems with budget optimization, scaling, and / or high CPA for Facebook ads, try this setup instead:
- Brand Awareness Experimental Campaign (7)
- Brand Awareness Scaling Campaign (7)
- Engagement Testing Campaign (7)
- Engagement Scaling Campaign (7)
- Conversion Testing Campaign (7)
- Conversion Scaling Campaign (7)
Remember that Algorithms are still just as good at optimizing your ad placement as ever.; They need much more conversion to get the same amount of data. This technique of separating testing and scaling fully ensures that the campaign you are putting your real money into is only using proven changes that are valuable for more expensive waiting periods because the algorithms get the data they need.
2) Problem: FB ad conversion reporting number is not reliable
Why this is happening: Data inconsistencies in Facebook advertising reports result in the same problems as ad optimization issues: overall data loss.
The biggest difference between ad optimization issues and conversion tracking issues is the consequences of conversion tracking issues. Facebook is not able to measure ad data As usual thoroughly this issue got worse with the iOS 14.5 update.
For advertisers who rely on Facebook’s conversion tracking – which comes in the form of pixel-based conversion data – this is a huge problem that can increase costs and create uncertainty about the usefulness of advertising spending. Especially When you get used to 8 different types of conversion events and a 28-day attribution window.
Solution: Track website conversions offline, or run a lead generation campaign
By default, whether you use the Facebook Pixel or Conversions API, you should start guessing Facebook Advertising Reporting cannot provide you with a comprehensive, accurate conversion number that is 100% reliable As the source of your truth.
So what do you do if you track conversions based on Facebook data?
- Track them off the platform manually and / or through a third party platform
- You put your entire Facebook ad campaign and conversions on the platform – the most reliable and useful way to do this is to use lead generation campaigns
How to track conversions for your Facebook ad promotion off-platform
The good news is that you don’t have to invest in special equipment or integrate anything unless you want to test for convenience. The good news is, you can and should still use the Facebook Pixel or Conversion API at the same time.
If you already have your own website, you already have integrations like Google Analytics to monitor traffic, sign-ups and sales.
For those who are using Google Analytics, you can Use Google Campaign URL Builder To create a trackable link to use in your Facebook ad promotion. The URL you create may serve as the destination URL for your ad campaign or go to the Optional URL Parameters section.
As long as you do Set up your UTM tags correctlyYou can find your conversion data by logging in to Google Analytics and clicking Acquisition> All Traffic> Source / Through.
Why Lead Generation Campaign May Be Your iOS14-Proof Facebook Advertising Strategy
Leadership Generation Campaign Avoid reporting problems By keeping users on the platform, they can achieve conversions in the form of sign-ups Your reports and results are more reliable all the time because you have effectively reduced the potential gaps in the data.
Why would I do a lead generation campaign if I sell the conversions I want?
Even if your ultimate goal is a completely different conversion, such as sales, lead generation campaigns on Facebook can be a long-term strategy for your advertising success without third party data. Lead Generation Ad Campaign generates quality first-party data lists that you can use for your other campaigns and to create effective looking visitors.
3) Problem: Facebook ad targeting is not bringing results
Why this is happening: The fewer people that can be tracked across different sites, the less specific Facebook ad targeting audience Is going to be. This is especially true for those who rely primarily on Lookalike viewers for their advertising campaigns because lookalike audiences are created based on conversion data which is now extremely inaccurate in many cases.
There is a second reason that is not directly related to the iOS 14 or 14.5 update: Meter’s decision to remove certain types of targeting after they have caused too much controversy.
Solution: Set broad goals using strategic creatives
The best way to solve this problem is to use your own first-party data, but if you do not already have it, it may take some time to get enough of this data. So in the meantime, it’s time to do it Re-strategize how you target different audiences.
Instead of relying on advertising platforms to target viewers for you, Join creatives who will grab the attention of your particular audience as you set up your campaign using broad targeting.
How can broad target audiences still effectively find specific target audiences?
Again, keep in mind that Facebook’s algorithms work just as well as ever when it comes to optimizing where your ad is placed. Until you make sure your creatives are talking to the right people in a wide audience, The clicks, views, and conversions in your target audience will teach you the algorithm of where and how to place your ad for best results.
So in the end, you’re still reaching out to your target audience and advertising – using the power of algorithms to detect patterns as opposed to clicking on a box from scratch.
How do I know if my creatives can better target my audience?
A surefire way to ensure that your creatives can reach your desired audience Reuse or reuse creatives that have worked well for you in other campaigns. For example, if you are promoting a very successful Google ad using a certain set of creative, reuse it by making sure that they are optimized for the specs of the Facebook ad image and that the Facebook ad formats are well-adapted. Set up a small test campaign for A / B testing, adjust some more if needed and voila!
In fact, now may be a good time to dig and Relaunch or recycle a full Facebook ad campaign that worked for you before iOS14. This campaign still has vital data points that can greatly reduce the long optimization phase of the algorithm and reach the target audience. You may have an old campaign that doesn’t need major setup changes to be relevant now.
4) Problem: The retargeting audience is too small to deliver results
Why this is happening: Retargeting audiences have been equally affected by the iOS14 update as a LookLike audience, especially if you have a particular product or audience. Apple iOS device users may not even be tracked enough to know if you have a retargeting audience, which has greatly shrunk these audiences.
Without changing the strategy, re-targeting audiences to use Facebook ads to promote your ad may result in minimal results and repeated exposure to the same handful of people.
Solution: Combine Broad Retargeting and Lead Generation campaigns to grow your retargeting audience.
As with previous solutions, limited retargeting is the first step in resolving viewer issues Focus your targeting on creatives, set up your campaigns for broad targeting, and let the algorithm figure out how to target them through optimization.
To further expand your retargeting audience, Set up a lead generation campaign. Reporting and results will be accurate as they are all on-platform, and you will receive a large list of emails to use for future retargeting campaigns.
Needless to say, the iOS 14 update tanked a number of frustrating marketers and business Facebook advertising efforts. Losing control and success is frustrating because Facebook ads have so easily reached millions of people over a decade, but with these strategies to prevent signal loss caused by a lack of data from iOS devices, you can be sure that it won’t. Don’t increase your CPAs too much, keep you in the dark about conversions, or hinder your ability to reach your targeting and retargeting audience.
These are effective solutions, but they are certainly not as simple and straightforward as the pre-2021 ads If you are able to get results without all the headaches and extra work, then hire a Facebook advertising agency Maybe your ideal iOS 14-proof strategy.