Facebook ads Archives - Elemerce
Zack Propst

What iOS 14.5 is and How it Will Affect Facebook Ads

The Apple update that Facebook has been dreading will soon be in the pockets of millions of Americans sometime next week. iOS 14.5 will come with new features along with an adjustment to Apple’s privacy policy, which will require applications and advertisers like Facebook to follow Apple’s new App Transparency Tracking Guidelines.

What is App Transparency Tracking?

App transparency tracking is a new set of rules requiring apps that use IDFA for ad targeting to request user data before collecting it. Basically, right after a user downloads the update and goes into an app like Facebook, they will be asked to consent to share their data with the platform. It’s important to note that this set of rules only applies to applications that use IDFA to personalize ads. IDFA, or Identifier for Advertisers, is Apple’s unique software ID on every iOS device that advertisers like Google and Facebook have been using for years to personalize ads.

In preparation for this update, Google actually started using SKAdNetwork instead of IDFA for its personalization. Since SKAdNetwork isn’t as robust as IDFA and has time limits on how long it tracks users, it’s not targeted by the ATT. Google’s ads will continue uninterrupted.

How iOS 14.5 Will Affect Advertisers

At face value, this is concerning news for anyone who uses Facebook and Instagram to deliver ads. In the past, Facebook users had to go into their settings and turn off data sharing in order to stop their information from being shared. This was something only 25% of iPhone users ever did. With the new update, however, users will have to consciously consider allowing their data to be tracked by advertisers. Although some polls suggest only 20-40% of users won’t consent, according to Hootsuite, 47% of Facebook users don’t trust the platform to protect their data and privacy.

Given these stats, it’s safe to assume advertisers will slowly stop getting updated data from users once this update is rolled out, and Facebook and Instagram ads will see a slow but significant drop in reach. How much, specifically? That’s yet to be determined.

The End of Facebook Advertising?

Not by a longshot. As mentioned before, Google has already moved over to SKAdNetwork to exempt themselves from the ATT rules and Facebook already has plans in place to do the same. When this is implemented, Facebook ads will still have similar reporting and reach as they do now, but the data won’t be as accurate as it was when using IDFA.  If you are concerned that this will impact your business, however, it’s worth considering how much money you put into Facebook ads in the future.

How to Prepare for the Update:

First off, don’t panic. Facebook ads aren’t going anywhere. The data they provide might not be as in depth and in real-time as before, but it will still be much more accurate than throwing up a billboard on a highway.

Additionally, although Facebook might seem like the center of the world when it comes to digital marketing, it’s only a small piece of the overall pie. Google and their robust advertising suite will be unaffected by the upcoming update, and their PPC and Display Network ad services will continue without interruption after this update is rolled out.

If you do have concerns about the constant changes to online advertising, selling and advertising on Amazon worthwhile move you can take. Since all of their advertising functions are tracked and executed natively, they will never come under the crosshairs of phone updates. (And Amazon has much higher conversion rates than both Google and Facebook!)

If you have any questions or concerns about how your online advertising is going to be affected by iOS 14.5 we’d be happy to help. Contact us Here!

 

 

 

How to Create a Facebook Story Ad

Facebook Stories are a simple way to create engaging ads that, like on Instagram, appear between user stories as vertical images. Advertisers can share photo stories that are available for five seconds, or until the user swipes out of them. 

If creating a Facebook Story ad of your own seems daunting, we’ve gathered the best tips and guidelines including photo sizing and best practices for your next Facebook Story ad. 

There are plenty of online Story templates you can use to create eye-catching ads that are already customized to meet Facebook and Instagram standards. Canva is a popular online platform where you can find plenty of creative templates for Facebook Stories and more. 

Creating your own design from scratch? No problem! Simply follow Facebook’s Ad Specs for proper sizing. The image ratio for a story is 9:16 and 16:9 to 4:5. Facebook recommends leaving about 14% or 250 pixels at the top and bottom of your design free from text, logos, or elements to avoid having them covered by the profile icon or call-to-action.

For an effective Facebook Story, create ads that can capture your audience’s attention in seconds. Stories are typically clicked through at a faster rate, so it’s important that your first frame sends your message across in a direct, powerful way. 

Over one billion stories are shared on Facebook across the world every day. To stand out from the crowd, use strong photography, call-to-actions, and multiple scenes for advertisements that users will engage with. Additionally, Facebook reports that ads with motion perform better, so consider adding moving elements to your ads for the best results. 

To recap, developing effective Facebook Stories comes down to strong messaging that will grab your audience’s attention. Follow Facebook’s Ad Specs and best practices to ensure your message comes across in the best way.

The Dos and Don’ts of Facebook Advertising

Facebook continues to be a main staple of digital marketing strategy. While it can help businesses connect easier with potential customers and help businesses easily earn more traffic and greater brand impressions, it’s important to follow the best practices for the largest return on your advertising investment. Here are the key things to keep in mind when setting up an ad campaign.

Dos:

  • Use Lookalike Audience: The Lookalike Audience segmentation that Facebook advertising offers helps businesses find new customers by matching similar data from their existing audiences, based on page likes, email lists, and more. This helps target your advertising against those criteria that will likely match the background, interests, and needs of your current customers.
  • A/B test: Your ad campaign should be as optimized as possible to reach the most receptive and relevant audience and drive the highest clicks and conversions. One of the most important best practices is to test if a slightly different approach might work better with audiences. For instance, using a different image for the same copy and seeing which one drives more clicks can help you get an understanding of what will be most engaging to your audience so you can make changes as necessary.
  • Use ads to retarget your audience: Facebook helps you not just appear to customers who are most likely to be interested in your product or service, but also target those who’ve engaged with your content in the past and earn back their business. Facebook Pixel helps you track user activity on your website so you serve those consumers with ads that might help remind them of your brand and drive them back.

Don’ts:

  • Target too broad an audience: Facebook gives accounts the ability to target audiences pretty specifically. You can segment audiences by demographics like age, income, location, interests, and other criteria like if users are using a mobile device or desktop computer. The more specific you are in setting your ad audience parameters, the more likely you are to get your product in front of the most relevant people. Use your target customer personas to decide which ad segmentation rules to apply.
  • Use too much text: You don’t want to ignore the rules around how much space text can take up on an image or how many characters can appear in the copy section of the ad. As a rule, text in image is limited to 125 characters and can’t be more than 20% of your ad image. Ad copy is usually limited to 90 characters and headlines at 45 characters.
  • Ignore restrictions: Facebook has clear guidelines about what is and isn’t acceptable for advertising. Among the things that brands can’t advertise for includes anything illegal, tobacco related products, weapons, adult-related materials, and over a dozen more products and categories. It’s important to review their prohibited and restricted content list before begging the ad campaign creation process.
  • Use nonexistent functionality: Don’t include any checkboxes, play buttons, or other images that don’t work or send users to related content.

You can get familiar with the full set of Facebook ad rules found on their site here.

Facebook advertising is an important component to your ecommerce business and overall digital marketing strategy, and getting it right is crucial to driving success. To learn more about Facebook ad best practices, contact our team of experts today.