The arrival of Apple’s iOS 14 update brought a tidal wave of changes to the digital advertising ecosystem, especially to Facebook’s ad platform. Of course, changes of such magnitude also bring some form of uncertainty to businesses.
As a result of these changes, we know we’re less able to track what people do on platforms (websites, apps, and so on) which means that some of the re-targeting capabilities available on Facebook have been reduced.
In this blog, we’ll cover some ideas on what we can implement right away to help reduce the effects of these changes.
3 Steps to take right now, with some screenshots
- Expand your top funnel audience
- Create custom audiences based on Facebook visitor engagement, to re-target to
- Create custom audiences from your Email/Customer List
1. Expand your top funnel audience
Since the introduction of iOS 14 will reduce your overall “re-targetable” audience size, an important initial step to take will be to expand your top funnel audience to build your overall audience size to a much larger size. We believe the larger your audience size within Facebook, the better and more sustainable your digital campaign initiatives will be. In simple terms, figure out how to drive more traffic into your advertising funnel to build a larger base of visitors to re-target.
Some ideas to implement are:
- Create a broader audience when setting up campaigns; without interest/gender/age definitions.
- Turn on Detailed Target Expansion
As you can see in the example screenshot below, broadening your targeting will be a good strategy to look into.
2. Create custom audiences based on Facebook visitor engagement, to re-target to
This is a potential gold mine to look into.
Once you broaden your top funnel to get more traffic flowing into your campaign funnel, create custom audiences based on how visitors engaged with your Facebook assets (ads, post, page, video watched, and so on). This way you can have some insight into how visitors interacted with your ads, knowing each type of interaction provides a flood of insights.
For instance, you can build separate audiences to capture:
- Visitors who engaged with your ad
- Visitors who saved your ad
- Visitors who messaged your Page
These engagement types can tell you a lot about which visitors have a high interest in your product.
3. Create custom audiences from your customer list
Gathering, preparing, and maintaining a clean and ready-to-use customer list is more important than before now. Depending on your type of business, your customer list may be orders purchased, leads collected, and so on. Ensure you have more than the basic customer information and more details such as lead value or order purchase value, to inform the Facebook algorithm how to prioritize re-targeting your customers.
There are more advanced ideas we implement here at Vuepoint, but these are just some fundamentally solid ideas for a start.
If you’re looking to scale your business using some of the best digital marketing techniques, please reach out to us. We’re a one stop shop for everything digital marketing and we’ll be excited to assist on your journey to building a profitable business.