Small Business Advertising Facebook Ads after IOS 14 updates
For years we have read rumours and heard rumours that there would be some kind of law that would mark the end of Facebook advertising. This time, however, the threat seems to be quite significant, and we can see how Facebook reacts to this policy.
There has been a lot of whispers about it in the digital space, but this year we hear a lot more about it than ever before. This helps you strategically respond to the update and plan the potential impact of this update on your business and your advertising business in general, as well as your Facebook business.
There are many resources that outline the situation with iOS 14 from Facebook itself, so keep reading if you want to continue to go through this. In summary, Apple has announced changes to iOS14 that will affect the way Facebook can receive and process conversion events from tools like Facebook Pixel. Companies that advertise with mobile apps are involved, but most of us forget marketing and advertising on the Facebook platform. The new iOS 14 directive bans specific data collection and sharing unless users opt-in - to keep track of them in a timely manner, Facebook has announced.
Negative Impact on Revenue
This sounds relatively familiar and also works because the instructions were introduced precipitously in response to GDPR requirements. Target options are weakened, and if Facebook is unable to track a user's behaviour, their privacy is severely compromised. This leads to inaccurate information about users, such as age, gender, ethnicity, location, age group, etc. This means that your ability to create hyper-personalised ads for your target audience can be severely impaired. Fewer targeting options means more wasted advertising spending and more time and money wasted on marketing campaigns. This update has the potential to have a very negative impact on revenue, and Facebook's response to it has made them very concerned; some might even say panic.
Disadvantage Small Businesses
According to Facebook, 79.9% of Facebook users use the application on their mobile devices, compared to 1.7% who only use it on desktop or laptop computers. The remaining 18.5% use Facebook only on a mobile device, and the remaining 4.6% on an iPad or iPhone. Facebook responded by attacking Apple's decision, saying it would disadvantage small businesses that want to place ads on its platform. It is likely that the majority of iOS users will opt-out of Facebook's tracking system, but a large proportion will use an iOS device before the iOS 14 update. Of this number of users, there will be a percentage that actually allows the app to track its data. How many there will be is unknown and is unlikely to make up the bulk of the total. As with many things today, this attitude is accurate but somewhat misleading and manipulative. In fact, it will have a massive impact on companies advertising on the platform. Small companies are more likely to contribute to turnover than large companies and, in many cases, even larger companies. According to a report in the New York Times, 100% of small businesses will be affected by this change.
Small Business Facebook Advertising
In a post titled "Speaking of Small Business," I explained my argument against the iOS update. In the article, I claimed that Apple had pushed the update to encourage apps to include in-app payments and subscriptions, which would benefit them. I also explained how the update affected the ability of small businesses to achieve these objectives, which is very accurate. Small businesses have small budgets and need as many opportunities as possible to refine their goals. It was also pointed out that Apple does not necessarily play by its own rules, and that means that the new iOS 14 policy does not cover Apple's own personalised ad platform. Apple sends a request but does not have to send it to you, which means it is not covered by the newer iOS14 policy. Facebook advertising and how it's affected by iOS 14, but Levy says there is no indication that the update will affect your ads. But if Apple doesn't play by its own rules, the effect will affect you, and you just won't get it. This is particularly true for apps that are subscription payments, such as Apple Music, Apple Watch and Apple TV.
As mentioned above, it is essential to track events and behaviour as usual, but if Facebook's advertising strategy is implemented correctly, it will have a significant impact on the effectiveness of your Facebook tracking pixels, which depends on a number of factors, such as the behaviour of the user and the device they are using. For example, if you do not use Facebook's "tracking" feature, you cannot rename your device. There is no way for Facebook users on an iPhone to charge their mobile device's name, and users cannot unsubscribe from tracking even if they want to. These claims are based on Facebook's studies and its own data, so they should be treated with caution, but they are important to note nonetheless.
50% drop in revenue
This loss of personalisation could lead to a 50% drop in revenue caused by the installation of ads in Facebook apps. In particular, it could lead to an increase in the number of ad impressions on the app and a decline in advertising revenue. This trend towards de-personalising ads will also have a negative impact on those who want to increase their sales on Facebook. When creating an app and running Facebook ads, you should emphasise this point.
As mentioned earlier, one of the main components of Facebook advertising that will be affected is pixel tracking. This means small businesses that remarket users who visit their websites and turn pixel data into doppelgangers. As the above imply, the loss of remarketing and personalisation of ads will result in massive revenue losses; this point should be emphasised.
When you create conversion campaigns on Facebook, you need to perform more than the desired actions. This means that you are less likely to succeed in your conversion campaign if you create conversion campaigns on Facebook. You are certainly not in an excellent position to run paid ads on Facebook in the future, but you may get a better idea of what to expect when the update takes effect. UTMs and a variety of other tactics can be used to determine whether to launch a campaign ad or a series of ad conversions by relying 100% on Facebook's tracking pixels. This would mean running web vision campaigns and others or using your website's internal tracking to track the change in revenue that occurs as a result of your ads. This strategy will not negate the impact on your target audience, but it will help you achieve results for future campaigns. This means that users have to inform themselves earlier in the conversion process and can also be used as a lead in a campaign.
Facebook has reached the point where it is almost considered too big to fail, but this is a very cumbersome way to approach the issue. This can allow you to rely more on the information you are given rather than on the information you are given. You can also upload to Facebook to generate your own target groups for retargeting purposes. We believe there will be several workarounds in the coming months to help advertisers weather the storm. In the meantime, there are a few things you can do to prepare for the changes and put your business in the best possible position from the perspective of advertising to succeed.