When you visit yourself in the digital marketing area, you have probably heard of the IOS 14.5 data protection -update announced in April 2021. This update is the option of taking major steps to promote privacy by giving users the opportunity to select whether they want to be tracked or not. Since 96% of the users decide from the persecution, it seems to be a popular update. For PPC advertisers, however, this may mean less data to optimize our PPC campaigns.
The update hits Facebook more than a few other advertising platforms. This is because the user shows an interest in your product or service on Google by actively looking for a relevant keyword. On Facebook, the advertiser is more dependent on the right interests and public persons. It requires more data and it is the data that is removed here with the iOS 14.5 data protection update.
If users should benefit from free software and online tools, should the software owner have the right to pursue its users and monetize their data? Regardless of the debate on which you are sitting, the iOS 14.5 data protection update is here, and the Facebook advertising community has to find ways to influence as little as possible by the update.
Adaptation to changes is an important part of a successful digital marketer. We had to do it in the past, we have to do it now and we have to do it in the future. In this blog I will give six tips to things that Facebook marketers can do to minimize the effects of the iOS data protection update.
Tip one: Use interactions with the Facebook and Instagram page in the retargeting campaign
A good starting point for paid Facebook advertising is the use of a prospecting campaign to raise awareness of your product or service. You would then receive users who interacted with your website.
The iOS data protection -update means that Facebook has less data about its users. This means
The frequency rate is the average frequency with which each user is operated. A high frequency rate means that your ads are not delivered to many people. Instead, the ads are served several times the same pool of humans. With fewer users to withdraw to which you can withdraw, there is a risk that your frequency rate will increase to a point that has a negative impact on the performance of your campaign.
In order to increase the number of users to whom their retargeting ads are served, you can also address users who have interacted with their Facebook or Instagram sites. This should increase the size of your retargeting audience and prevent your frequency rate from increasing too much.
Tip two: go wider
At Pepper PPC Agency, we have always recommended that advertisers believe that their target market reflects the target options available in Facebook as precisely as possible. This has always been a good starting point because Facebook contains so much information about its users.
After Facebook has a little less information about some iOS users, the performance of your account could suffer by being excessively detailed in your target group. It can be better to address a somewhat wider audience. This gives the Facebook algorithms more space to test and learn what the audience does well for their company.
Keep an eye on the section of the public definition when you create your campaign. As a rule, you don’t want your audience to be too wide. As can be seen in the following picture, the arrow should not point to the yellow or red section. As long as your crowd size does not go into the yellow section, you should consider becoming wider than you would normally do.
Tip three: Install the Facebook Conversion API
If you do paid Facebook advertising, we recommend installing the Facebook pixel. It can contribute significantly to improve the performance of your paid Facebook campaigns, and without them you are a big disadvantage.
In addition to the Facebook pixel, Facebook also enables advertisers to make Facebook Conversions -API. This works with the Facebook pixel to maximize the data that Facebook can pursue for its users.
What is the difference between the pixel and the conversions -API? Well, the Facebook pixel is a browser page while the conversion API is a server-side tool. The pixel follows the user over his browser. Cookie blockers, however, can be installed that prevent the pixel from tracking the user.
The conversions -API is not based on cookies. This enables advertising users to track users via the server of their website. It pursues server events and not the browser events that can be blocked.
Tip four: CRM data upload
Use the information in your CRM to improve your target group by uploading your CRM data to Facebook and creating a lookalike audience.
You can upload information such as people who have bought from you in the past, have completed a lead or have subscribed to your newsletter. The file you upload must have at least one of the following main identifiers:
- address
- Telephone number
- Mobile Advertiser ID
- Facebook -pp -User -ID -ID
- Facebook page user -id
- First name
- Last name
Facebook uses the most important identifier information to identify the user account. The more information about the user is uploaded, the higher the chances that Facebook will find the user on Facebook.
As soon as you have uploaded this list on Facebook, a lookalike list can be created and used in your paid Facebook campaigns.
When creating a new target group, click the customer list to upload data from your CRM. Then follow the steps to upload your CRM data.
Tip five: Use Google Analytics data
Since Facebook now has less data about its users, the conversion data is no longer available that are divided by segments such as age, gender and platform. You can continue to provide basic data such as impressions, clicks and quantities. But you can’t see how many sales you have received from every age group.
If you are unable to recognize the performance of your campaigns by segments such as age, gender and placement, it is difficult to further optimize your campaigns.
As long as you add the UTM tracking to your campaigns, you should see the transactions and target finishes you receive from your Facebook campaigns in Google Analytics. UTM pursues your Facebook data all the data segmentation functions offered by Google Analytics to further optimize your Facebook advertising campaigns.
This includes age, gender and location data in Google Analytics. Just remember that Facebook users follow differently in Google Analytics, so that the segmentation data reported by Google Analytics do not match exactly what they saw on the Facebook platform.
If you add the name of the Site source in the campaign source, you can share your sales of Facebook and Instagram. By adding CPC in the campaign medium, you can segment between organic and paid Facebook traffic. If you add the campaign name into the Campaign Name and the Adset name column in the sections for campaign content, you can see the performance after campaigns and displays in Google Analytics.
Tip six: Use external sources to monitor the performance
It is possible for the Facebook advertising platform to infer sales, leads or other conversions that you would like to receive with Facebook advertising.
Make sure you checked the conversion figures with an external source. This could mean checking the characters on Facebook with their CRM. For example, if Facebook reports sales of sales, but you report CRM via an increase in sales, this can be attributed to some paid Facebook sales that are not reported.
Pack up
The large amount of data that Facebook has with its users is one of the reasons why Facebook advertising worked so well for so many companies. With the new data protection update from iOS, the amount of data that Facebook has for its users will score a hit, which could affect advertising power.
Online advertising has always been a fast-moving industry. Successful online marketers will find a way to deal with all challenges and further expand the advertising gain. Use these six tips to edit the current data protection update in iOS and keep your paid Facebook advertising performance up to date.
