Does the IOS 14 Update for Apple devices mean the end of personalised ads via the Facebook platform? Should we all go back to advertising in the newspaper, working in oak panelled offices smoking cigars, dressed in MadMen outfits getting things ready for print? In short, no. It’s not ALL over with. There are still things you can do to get people to notice you, click on your ads, download your app, and maybe even hand over their money to you, online.
This is what Facebook themselves say,
“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.”
Read more here, https://www.facebook.com/business/help/331612538028890?id=428636648170202
This will only affect your campaigns if they are direct to the website, or driving mobile app downloads. There are a few excellent choices of campaign that don’t apply here, like lead gen forms on facebook which work really well. But, let’s assume you have Facebook ads which go direct to your website, you do need to make a few changes to the way your campaigns are set up. Notably you need to change how you measure conversion events, with a maximum of 8 events permitted. This is easy to do, but you need to ensure you do it correctly and test it.
If you still need more from your targeting, you can even look at investing in tools such as Connectio’s new video targeting tool, which lets you optimise video ads. You can divert budget from your existing campaigns into other areas, and video is one that is immune to this as you get data from inside facebook of who has seen or engaged with particular videos.
Ultimately it is never a good idea to put all your eggs in one basket, but if you have, with Facebook ads, there are still things you can do. Book your free strategy session now to have a chat about it.
