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How people are still having success with ads post iOS 14 update?

Since Apple launched the loathed iOS 14 update, needless to say, Facebook hasn’t been the same – it kinda feels like it's broken…

But at the end of the day, there are still thousands of people making hundreds of thousands of dollars every day off of the platform…

Here’s what they know that you probably don’t… 👇

To start things off I wanna briefly explain what iOS 14 did in case some of you are still confused on it…

Before iOS 14 was released Facebook could track what people did outside their platform. So if someone were to click on your ad Facebook would be able to easily track their actions on your website and report exactly what the person did which meant you could optimize your ads with more efficiency…

… and Facebook could use hyper-targeting capabilities to find more people that took a specific action (like buying from you)…

But unfortunately, those times are gone (at least for the foreseeable future) and we need to keep on moving to ensure success with our marketing efforts…

So let’s get into what those successful advertisers are doing that you probably aren’t…

  1. Proper Tracking

The biggest issue with iOS 14 is the tracking so that’s the first thing you gotta solve…

And to get around this there’s 2 things you MUST do…

First is, install the Conversions API to make sure there’s communication between your store and Facebook

And second is to implement UTMs in your ads…

If you’ve never used UTMs before, you can find them all the way at the bottom of the ad editing page (where you put your creatives and copy) and it’ll be called “URL Parameters”…

In there you can put certain parameters for your ad and that way you can look at the performance on GA or Shopify…

Here’s the parameters we use for our clients so that you can copy and paste it, but feel free to add your own parameters:

“utm_soruce=facebook&utm_medium={{placement}}&utm_campaign={{campaign.id}}&utm_term={{adset.id}}&utm_content={{ad.id}}”

Lastly, you can use 3rd party attribution software like Hyros or Triple Whale, but that’s up to you and your budget…

  1. Focus on Creatives

Creatives are definitely king in today’s advertising atmosphere, so make sure you are constantly testing and producing new creatives…

And I’m not saying they have to be professionally produced, just you and your phone are good enough…

What you do gotta remember though is to make the content native and in a way that people will not realize its an ad right away…

Think UGCs mainly…

Another thing is that videos are kinda a must. Facebook and Instagram are now more focused on becoming a video platform than an image sharing platform so it’s in your best interest to adapt…

To make sure your creatives are headed in a good direction make sure it’s either entertaining or educational because that’s the type of content people watch…

  1. Using different placements (Reels & Stories)

Third thing is to make sure you’re using reels and stories for your ad placements – and no I’m not saying to use these are your only placements but rather to include them…

Obviously you’re gonna have to make content specifically for these placements but you need to realize that Facebook is competing against TikTok which means they’re gonna be pushing reels and stories a lot more…

Again, creating these is not complicated – just take your phone and record a fun and simple video about your product…

Or you can use companies like Billo to get them to make them for you…

  1. Don’t Constrict targeting so much

Next thing is don’t constrict your targeting so much…

Facebook has a good idea on how to target the right people for your offer or products, so you don’t want to get in its way…

This means not making your audience super specific because this will limit Facebooks ability to target more people…

At the end of the day just remember to not get in Facebook’s way…

  1. Lead Gen Ads

If you have strong back-end acquisition you can also run lead gen ads for your brand and collect emails…

Then you can launch a campaign to target those people through email marketing and aquire new customers through there…

This can work because in this case Facebook is not blinded in any way since the prospect stays in the platform and you get tons of leads for very cheap…

To finish off this post just remember that there’s always a solution and that you can still win on Facebook. Just make sure you are paying attention to what’s going on in the platform to better optimize your advertising…

That's all for this post!

Hope it was valuable! And if you have any questions, comment below! 👇

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