We’ve all heard the stories around Facebook and how their advertising platform has been used to promote some daft things but Apple has undertaken a mission of cleaning up the Facebook platform for their users and we love this!
Facebook and Apple’s power struggle over customer data & privacy has led to major changes on the Facebook advertising platform for those using Apple products.
Apple announced that iOS 14 would contain an update that prompts users to opt-in if an app on their device wants to use their data. Previously, users would be automatically opted-in, but the new update will make it clearer to the user that their actions will be tracked on Facebook’s network, giving them the option to say no.
Those with Apple devices that choose to be excluded will not have their interactions with adverts tracked by Facebook reporting.
Apple are putting these steps in place to help protect its users and manage just how much of their data is being shared. It is a fine balance between using data to provide a platform that is as good as it possibly can be by showing potential customers sponsored posts that are actually of interest to them.
iOS 14 Update
We Can Make Facebook Work For Your Business
It’s not all doom and gloom!
Following the update, we are happier than ever before using Facebook as an advertising platform. We appreciate the need for a customer to maintain their privacy whilst also seeing content that is valuable to them.
Facebook is a brilliant platform for reaching potential customers outside of your bubble, that your business would otherwise struggle to promote to. Facebook is still an extremely cost-effective method of advertising to a large pool of people.
The platform is great for promoting a product or service to a targeted audience and we have continued to see great results in terms of traffic driven and low cost-per-click.
The Facebook ad account setup has become more important and needs to be handled by an expert to set up the Facebook tracking pixel and conversation events correctly.
How Facebook Advertising Fits Into Your Marketing
Facebook has started to limit the reach of organic posting to try to influence people to spend on promoting their content. It is currently at a stage that if your business wants to reach new customers it will require paid advertising, no matter how many page likes you have.
An ideal scenario for Facebook advertising is to run a 6-month campaign to support a new website launch to tell as many potential customers as possible how your business can help them.
Once you have full confidence in your messaging and how you are telling your story… Tell it!
See how we helped Peter and Fleur at Peter Corry Productions with their digital advertising:
We have continued to work with the team at Peter Corry Productions and Facebook advertising has played an integral role in promoting the events and driving ticket sales.