So, did you hear the goss?
Facebook and Apple had a little tiff.
Why are we telling you?
Well, this little bingle set the stage for how businesses all over the world run ads and manage their privacy – which, crazily enough, has affected how much your ads cost.
Tell me what happened
In early 2021, Apple and Facebook fought it out about users’ right to privacy in digital spaces regarding data – more to the point, advertising tracking.
Tech giant Apple believed that people should pay a premium to have a private and safe experience in digital spaces, whereas Facebook’s position was that the internet should remain open and free. In the end, Apple bought the option for users to opt-out of providing their data to Facebook, meaning that those visitors could no longer be targeted for ads, which saw costs for advertisers (i.e., you, my friend!) increase overnight, and audience pools evaporate into thin air.
So, what’s the deal with the tracking & why is this relevant to me?
This is where it all gets a little confusing.
Currently, Facebook can track the way people use their phones, and can harvest bits of information in order to retarget ads that might be of interest to them, for example – when you use your yoga app, Facebook will be able to track that, and then it’ll send you a bunch of ads for yoga mats, yoga gear, and yoga studios.
Or, it’ll keep showing you the products that you’ve googled once or twice… this is called retargeting.
The feud fallout & why it matters to you
Let me tell you… ads got more expensive, and there were less people to show the ads to.
For the marketers that were running and managing ads, it was much more difficult to report, harder to track data, and the removal of targeting options, meaning that if you wanted to target a specific demographic, that option wasn’t necessarily always there.
This was a tough one for businesses the world over. However, from the fallout came a newfound, holistic approach to ads – the age of leveraging other platforms and working ads simultaneously.
Multi-faceted marketing campaigns
Since the Facebook and Apple fallout, Facebook ad agencies had to take a different approach to creating successful campaigns for their clients – and Ads Haus have loved the quirky, holistic approaches.
To get the most bang for your buck, Ads Haus tend to leverage multiple marketing platforms such as emails or organic socials in partnership with your ads to make sure that you’re getting the most out of your marketing. Instead of just trying for a direct sale, you can try warming up your audience to sign up to your mailing list, which is way more cost effective.
To Ads Haus, it’s all about the strategy.
The benefits and risks of ads
While the game may have changed, ads are still a wildly powerful tool that can help you reach new and warm audiences. Whether you’re looking for more consistent leads, direct sales or simply more brand awareness, ads can take you there – fast. Although, you can only get there with a strategy. With a lack of strategy, there is no way to track your success or monitor the data. The platform is a completely different space to what it was 6-12 months ago, you can very easily feel like a fish out of water if you aren’t in the space constantly, and this is why it is important to invest in continuous upskilling or invest in a reputable Ads Manager.
Ads are never a wasted investment
Think of ads as a marriage – it takes time to get to know your audience, create a strong relationship, find out what makes them tick, what they like, and what they don’t like. After establishing that, you need to generate leads with an offer, create authority, and show up with something unmissable.
Every ad place is an opportunity to learn more about your audience, and modify closer to creating the ideal ad targeted at the ideal audience. When you first start to navigate ads, create a clear goal of what you’re trying to achieve. If you can’t afford to outsource, look into Facebook Ads Coaching to learn more about ads and how to manage it yourself.
The Facebook ads realm changes on a daily basis. Updates and bug fixes are never ending. If you’re looking at taking your business to the next level, speak to someone who is on top of Facebook ads – each and every day.
