Facebook has long been one of the most popular and effective advertising platforms, thanks to its powerful ad targeting features. Facebook allows advertisers to use a wide range of targeting options, such as demographic data, interests, behaviors, and even third-party tracking data, to create highly targeted ad campaigns.
However, in recent times, there has been a lot of buzz about the changes to Facebook’s ad targeting capabilities with the iOS 14 update.
Apple’s latest operating system has introduced new privacy features that make it harder for advertisers to target users with their ads and track user behavior. But the truth is, Facebook ad targeting on iOS 14 is not as bad as you might think.
In this article, we’ll take a closer look at the changes to Facebook ad targeting on iOS 14 and what they mean for advertisers. We’ll also explore some strategies you can use to continue targeting effectively on Facebook, even with the new privacy features.
Understanding the Changes to Facebook Ad Targeting on iOS 14
Apple’s new privacy features require users to explicitly opt-in to allow apps to track their activity across other apps and websites. This means that advertisers can no longer rely on the same level of data they had before to target their ads. Without the ability to track users across apps and websites, Facebook’s ad targeting capabilities on iOS 14 have been severely limited.
For example, advertisers can no longer track conversions from iOS 14 devices using third-party cookies or the Facebook pixel. They also can’t use specific targeting options like interest-based targeting or lookalike targeting based on website activity.
So, does this mean that iOS 14 has killed Facebook advertising?
Not exactly.
Related Blog: Best Facebook Ads Reporting Tools in 2023
The Truth About Facebook Ad Targeting on iOS 14
Despite the iOS 14 update limiting Facebook’s ability to track user data, the social media giant still has access to a wealth of data that can be used for targeting. Here’s a breakdown of the different types of data Facebook can still access:
- First-party data: Advertisers can leverage first-party data, such as email lists and purchase history, for targeted ads on Facebook, unaffected by iOS 14 changes. This helps reach customers already interested in their offerings.
- App events: Facebook can track app events on iOS 14 devices, enabling advertisers to target users based on specific app interactions. For instance, a user purchasing within an app can be retargeted with ads for related products.
- Contextual targeting: Contextual targeting allows ads to be shown based on the user’s current content consumption, ensuring relevance even without tracking data. For example, users reading home improvement articles could see ads for related services.
- Campaign optimization: Facebook’s campaign optimization algorithms can still optimize ad delivery based on user behavior. Advertisers can set clear campaign goals and let Facebook’s algorithms enhance ad delivery accordingly.
- Aggregated Event Measurement: Facebook’s Aggregated Event Measurement, introduced following the iOS 14 update, collects some user action information while preserving privacy. However, advertisers can now only track eight conversion events per domain, necessitating prioritization of important actions for their campaigns.
Related Blog: Tips to Improve Targeting For Facebook Ads in 2023
8 Effective Strategies for Facebook Ad Targeting After iOS 14 Update
With the changes to iOS 14 and limitations on Facebook ad targeting, advertisers need to adapt their strategies to continue to reach their target audience effectively. Here are some strategies for effective Facebook ad targeting on iOS 14:
1. Focus on First-Party Data
Collecting and using your own first-party data is not affected by the changes to iOS 14. Advertisers should focus on building their first-party data, which can include email lists, customer information, and app event data.
This allows for more precise targeting of users who have already shown an interest in your product or service.
2. Use Broad Targeting
With the limitations on interest-based and lookalike targeting, advertisers should consider using broader targeting options. This can include targeting by age, gender, and location, as well as using contextual targeting.
By using broader targeting, advertisers can still reach a large audience and increase the chances of reaching their target audience.
Related Article: Best Practices For A/B Testing on Facebook Ads In 2023
3. Optimize for Specific Goals
Facebook’s campaign optimization algorithms can optimize ad delivery based on user behavior. Advertisers should set up campaigns with clear goals, such as website visits or app installs, and allow Facebook’s algorithms to optimize for those goals.
By optimizing for specific goals, advertisers can improve the effectiveness of their ads and increase the chances of achieving their marketing objectives. Also there are multiple Facebook ad optimization tools in the market that are able automatically optimize your ad campaigns and save your time and resources.
4. Use the Facebook Conversion API
The Facebook Conversions API allows advertisers to send conversion events directly from their website to Facebook, bypassing the need for third-party cookies or the Facebook pixel.
By using this API, advertisers can track conversions on iOS 14 devices and use this information for ad targeting. This allows for more precise targeting of users who have completed specific actions on your website or app.
5. Create Custom Audiences
Custom audiences allow advertisers to create lists of users based on specific criteria, such as website activity, app activity, and customer information. By using custom audiences, advertisers can still target users based on their behavior and interests, even without access to third-party tracking data.
This allows for more precise targeting of users who have already shown an interest in your product or service.
6. Consider Using Alternate Ad Platforms
While Facebook may be the largest social media advertising platform, it’s not the only one. Advertisers can consider using alternate platforms like LinkedIn, Twitter, and Snapchat, which may not be as heavily impacted by the changes to iOS 14.
This allows advertisers to diversify their ad spend and reach their target audience on different platforms.
7. Collaborate With Influencers
Influencer marketing can be an effective way to reach your target audience without relying on third-party tracking data. By partnering with influencers in your industry, you can reach their followers who are likely to be interested in your product or service.
This allows for more organic and authentic promotion of your product or service.
8.Use Retargeting Ads
Retargeting ads allow advertisers to show ads to users who have previously interacted with their website or app. By using retargeting ads, advertisers can still target users who have shown an interest in their product or service, even without access to third-party tracking data.
This allows for more precise targeting of users who have already engaged with your brand.
Final Takeaways
While the changes to Facebook ad targeting on iOS 14 have made it more challenging to target the right audience, it’s not entirely impossible. Advertisers can still use first-party data, app events, contextual targeting, and Facebook’s campaign optimization algorithms to reach their target audience.
By using these strategies, as well as Facebook Conversions API, custom audiences, alternate ad platforms, influencer marketing, and retargeting ads, advertisers can continue to target effectively on Facebook despite the changes brought about by iOS 14.
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