What you need to know about the iOS 14 Privacy Update for Facebook Ads

What’s going on: 

Apple’s release of iOS 14 now gives users the choice of whether or not they want to be tracked. Facebook is calling foul, accusing Apple of being greedy, and doing this in the name of profits rather than security.  

Implications: Anyone running ads on Facebook will suffer in both performance and reporting transparency if you aren’t prepared appropriately for the changes. 

Luckily, there are some steps you can take that will mitigate the overall impact to your Facebook Ads Campaigns. Here, we’ll discuss those steps.

Let’s get started. 

Facebook has been asking for businesses to verify their businesses in Business Manager for a while, but recently, they’ve doubled down on the importance of this step as it pertains to the iOS 14 update. This is especially true if the business has multiple business units and multiple domains (Verification must be done at the effective top level domain plus one: eTLD+1).

You can verify your domain in Business manager under Brand Safety, then Domains. 

Similar to Domain verification for Google Search Console, you’ll be able to verify via an HTML file upload or a DNS TXT record. Additional documentation on how to complete this step can be found here. 

Since the iOS 14 Privacy Update roll out, each Facebook Pixel will only be able to “host” 8 conversion events. For some businesses this won’t feel so limiting, while others will need to make some decisions here. These 8 conversion events will be your only options when it comes to account optimization. Now, you’ll still be able to track more web based events from your Pixel, you just won’t be able to configure any more than 8 conversion events. This is how Facebook is able to utilize it’s aggregated event measurement protocol for users that opt out of the iOS data sharing option. 

If you don’t delegate the conversion events yourself, Facebook will define them for you based on the ones Facebook thinks are most relevant to your business.

You’ll be able to configure your preferences (i.e. define these events) in the Events Manager. There will be no need to make changes to the pixel or Conversions API Implementation.

If a user opts out of tracking, we would only see purchase (highest priority event) reported in events manager/ads manager. If the user opts-in, we will see all events as we do currently (example: VC > ATC > IC > Purchase)

Offsite conversion events will be reported based on the time the conversions occur and not the time of ad impressions. AKA - you’ll no longer have delayed attribution. There are also reports that it can take up to 3 days from when a conversion event occurs for it to be passed back to Facebook, as opposed to how it was recorded where data is passed when the event occurs.

Delivery and action breakdowns are not supported for offsite conversion events.

On the measurement front, 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will no longer be supported (historical data for these windows will remain accessible.) Thus, certain attribution windows will immediately have only partial reporting available, and metrics won’t include all events from iOS 14 users.

Instead, 7-day click will be the default attribution window moving forward, with the new attribution settings supported being:

Another important change to take into account is that custom audiences are now much smaller. Exclusions will be less accurate (you may have past purchasers in your prospecting campaigns).

The best move is to be proactive. Identify the most important conversion events in your funnel then reduce them down to 8 key conversion events prior to the update.

New Items:

Utilize UTM’s

UTMs (Urchin Tracking Module) are simple code snippets that can be added to the end of your URLs to provide data to Google Analytics. This is significant because you can then see conversion/traffic data specific to certain channels, campaigns, creatives, etc. UTM’s are also very easy to configure, and there are many websites that will automatically make the URL for you. 

Now that you have UTMs set up, you can filter your Google Analytics data by the above fields in order to see detailed information about how your campaign performed.

We always recommend using UTMs for an added layer of data analytics. Additionally, if you’re using multiple platforms - odds are your attribution reporting doesn’t match across them all. However, if you’re using UTMs you can look at all the campaigns using the same attribution lens your Google Analytics account utilizes.  

Setup a GA4 Property

Google Analytics has released the newest version of analytics called Google Analytics 4. This will become the new standard for Google Analytics, although you can still utilize your UA profiles. Google Analytics is a must have tool that provides detailed reporting on website visits, conversion tracking, and insights that will help you bring your website to the next level. 

Google Analytics 4 will bring new insights and data about why users are on your website (or app), and will be able to more accurately attribute actions and data properly. 

If you already have analytics set up on your website, Google makes it simple to switch to GA4. Within your ‘Admin’ tab to bring up your settings and underneath the ‘Property’ tab the first option should be Google Analytics 4 Property Setup Assistant. From here, simply follow the steps and Google will create a GA4 version of your analytics. 

Full steps on how to add a GA4 Profile to your existing Analytics account: Here

If you don’t have analytics on your site at all; your first step is to create an account. From here, you will be able to enter your websites information and be given options on how to get the Google Analytics tags onto your website. 

Full steps on how to create your brand new Analytics account: Here

Facebook Dynamic Ads: How To Use Them To Drive A Better ROI Than Any Other Channel

Facebook Dynamic Ads are the first - and sometimes the only - opportunity to make a good first impression, when you're trying to attract fresh audiences on the platform. Therefore, making those ads, compelling and relevant, is highly essential to your social media marketing campaign.

So, why don't you scale a regular ad unit, and add more content to it?

Let me explain that…

In a regular ad unit on Facebook (or anywhere else, for that matter) there's a limit to the amount of content that you can put in it.

But with Facebook Dynamic Ads, you can display 3-5x more content, in the same amount of space, on both mobile and desktop feeds.

Well, what's the big deal about them?

Facebook is the only company that offers this. In other words, you get this feature on both Facebook AND Instagram.  Major brands like AliExpress, eBay, Target, etc. have been using this advertising structure from the beginning. They still use them because they generates a lot of sales for them.

Also, they have glowing reviews about this too.

Facebook has published a case study about Jewelscent - a retailer of fragrance and beauty products - which revealed that by using multi-product ads, the brand reduced its cost-per-click rate by 3x, and invested less to drive more visitors to its landing pages.

Also, major brands like Target and Shutterfly reported a 20% increase in conversions and click-through-rate with Dynamic Ads, compared to other ad formats they’ve tried and tested.

Having more content (i.e.,images, links) inside a single ad gives a marketer the ability to achieve different objectives within a small window. For example, media brands get to showcase different stories in a single ad unit rather than creating multiple ads to promote each of them.

But why choose standard when you can have custom, right? Here are some unique ways of targeting audiences with Dynamic Ads…

  1. Utilize User-Generated Content.

Ads with user-generated content have received far greater engagement than average ads, and it'll give you a better chance at conversions.

In fact, ads with user-generated content were reportedly had a..

The best way to promote your business or brand, is by demonstrating how real people get value from using your product/service/offer.

You can even use images that were submitted by your customers for your advertising campaign.

  1. Explain a process/different steps.

One of the flaws in the default Facebook ad, is that you have to outline steps or a process in the written copy. That’s because you can only use a single image, and so marketers have to resort to written words to fill the gap, which may not be the best option considering the character limit.

With Facebook Product Ads and multi-product ads, you can explain steps, or a process via visuals.

For example, Australian Institute of Business gives a perfect explanation of what people need to do, in order to earn an MBA in 12 months, by showing the 4 steps of the process, using a multi-product ad.

Also, given that you can put different links into the CTA of each image - or the same one for all of them - it's ideal to explain things, such as;

Etc.

Just make sure to write a unique description and headline for each image in the step. Another thing you could do, is use a bigger font for the call-to-action used in the last step.

facebook dpa example

  1. Promote your culture.

Having a culture within your brand / business is very important, as it results in better productivity and employee motivation, as well as other branding and positioning benefits.

But have you ever thought of showcasing your culture through Facebook ads?

These images will increase people’s awareness of your brand/business. If they see what's happening inside of your company, and what kind of a culture that they’re going to be a part of, they'd want to know more about different aspects of your brand, thus increasing the chance of a conversion.

  1. Create a catalog with striking images.

Do you have a unique product line, or different varieties of the same product?

Then you can use multi-product ads to showcase them in more detail than plain Facebook ads. All you have to do is group items together while creating an ad.

However, this tactic isn't just for ecommerce stores. Businesses in every industry can take advantage of catalogs with multi-product ads.

For example, if you’re selling real estate, you can create a catalog that highlights different attractions around the property you’re promoting. Attractions include nearby beaches, parks, restaurants, shopping malls, etc. 

  1. Showcase various locations in the area.

To be specific, multi-product ads can be used to promote various locations - i.e., a city. The first question anyone would ask while researching a city is where to go - whether for a meal, a walk, a night out, etc. Likewise, people in a particular area might be searching for restaurants in that area.

So, instead of showing them one place related to a city, or recommending a single restaurant through a regular ad, why not display a couple of more options in both cases?

  1. Offer deals, promos and discounts.

Another way to use multi-product ads is to include content that are related to deals and discounts. Don’t have to spend time creating multiple ads for multiple deals. 3-5 offers can just be advertised in a single unit.

This is an ideal way to attract audiences who are looking for specific deals within a brand.

For example, someone might not be interested in a 10 percent discount on a 3-day subscription to a service, but could be motivated to click-through the ad when they swipe left and see a 30 percent discount on an annual subscription to the same service. Or it could be the opposite case as well.

Also, you could promote seasonal deals and discounts with a relevant theme. For example, a chocolate brand can promote deals and discounts for different types of chocolate during the Christmas season or Valentines' day. They vary the discount given on each chocolate.

Always give as much options as you can to your prospects – you'll never know what might tempt people to check out your offerings.

  1. Showcase progress with a time-lapse canvas.

Companies that target mobile users, such as mobile game development companies, have used “a flipbook” to showcase the player’s progress when they reach different levels. This was - and still is - very popular among those brands, and have attracted a lot of users, due to the anticipation it builds within the audience's minds.

You can also create a canvas of different upgrades a player can get by collecting points/completing objectives.

Final thoughts

Facebook Dynamic Ads and Multi-product ads provide marketers to have more real estate within a regular ad unit. You can leverage the tips mentioned above to increase engagement and conversions, and drive more traffic to your landing pages.

Top 10 Must Have Social Media Management Tools in 2019

Social media has become something that almost no one can live without. Even great companies can't get by, without their social media accounts.

It's how we reach out, and communicate with each other.

And, as a business, reaching out to your customers - and any potential customers - and communicate with them frequently is really important. It strengthens the buyer-seller relationship you have with each other.

The best (and ideal) platforms that businesses use to reach out to their customers and prospects is social media. After all, that's where the masses are at, in millions, and sometimes, BILLIONS.

But, who said you can only use social media alone for this?

Below, is a list of MUST HAVE social media marketing tools that you can use, in order to spice up your social media game in your business.

1. Biteable

social media management tools - biteable

Did you know that visual content get much more engagements on social media, than other content forms?

Well, you do now.

All the big brands understand this, and they have gone all-in, investing a lot of money in video teams, equipment, etc.

So, why not capitalize on that?

Biteable is a tool that you can use to create engaging, informative, as well as entertaining short form video content easily, and share them on social media, without much fuss.

You can use the database of free video templates, footage, music, and animated scenes they offer, to make your videos look irresistible to the viewers, without spending the top dollar on expensive resources. It's an invaluable resource for your social media marketing efforts.

2. Buffer

buffer

Buffer is doing exceptionally well, as a platform which started as a scheduling tool for Twitter. As a matter of fact, it's one of the top major platforms of its kind.

You can do some pretty great things with this, including…

- Share content on the go, with its Chrome extension, by adding articles and content from the web pages you visit, to your Buffer queue.
- Automatically shorten the links you share. If you have a Bit.ly account, you can connect it with Buffer, and use it as well.
- Upload custom-made photos and videos.
- Use content from the articles you've shared.
- Utilize complex analytics to track your accounts’ performances.
- Reply to posts from within the platform.

Social media management tools like Buffer not only help you fill your social media feeds with relevant and entertaining content, without making you spend half of your time on each platform, but also keep an eye on their metrics, so that you can keep improving your social media game for good.

3. Buzzsumo

SMM tool - buzzsumo

If you don't already know, research plays a major role in marketing. That includes keeping an eye out for your competitors, and be in the loop of what they're up to, and whatnot.

Buzzsumo is one of the social media management tools that help you get to the next level of your content marketing game.

That includes, but not limited to…

- Finding content that's shared most on social media platforms. You can enter your - or someone else's - domain, and see what's been shared.
- Finding influencers related to relevant topics.
- Getting alerts triggered by brand names, links, author names, domains, or other keywords.
- Tracking competitors and perform analyses, based on their content.
- Finding interesting and new content to share or search for content, based on what's performing well.

The list goes on, and it makes a content marketer drool. Literally.

So if you're not checking out this one, well, don't blame anyone or anything else for lack of success in your business.

4. Missinglettr

missinglettr.com

Let's be honest.

Even if we use social media content schedulers to automate publishing, we still have to create the content, and schedule them, and we have to do it manually.

Missinglettr changes that.

It helps you automate the process of creating content for social media, by scraping your blog posts, and creating a year's worth of content. All you have to do is review, and make edits if necessary.

That's one thing crossed off of the weekly to-do list, if you ask me.

Now, you can really focus on just creating long-form content on your blog(s), while Missinglttr takes care of sharing little bites of those blog posts via your social profiles.

5. Hootsuite

Hootsuite

Here's the thing;

Managing multiple social media platforms is tricky, to say the least. On a good day, it's chaotic.

Hootsuite helps you manage that chaos, by bringing all of them into a single dashboard. Yes, that includes platforms like Reddit, Tumblr, and Storify.

You can see your comments and mentions, all in one place. You can also assign tasks, plot social media calendars, schedule updates, collaborate across team members, and a lot of other things.

On top of that, with Hootsuite Podium, you can check out free online social media courses, in order to develop your social media skills, and learn the fundamentals of SMM.

Oh, and if you think you can handle that, Hootsuite can give you an in-depth breakdown of the analytics.

6. Mention

digital marketing platform - mention

Ever wonder what people are talking about you?

With Mention, staying on top of the conversation between you and your customers and prospects, in easy.

Basically, it's one of the social media management tools built specifically for social listening. It monitors any mentions of your brand, your products, or even your competitors, in real time.

So, if someone is talking about you, you'll hear it. And then you can see what they're talking about you, and jump right in to the conversation, if it's needed.

7. IFTTT - If this, then that.

SMM API - ifttt

Don't you ever get tired of doing simple tasks, again, and again?

Well, this tool helps you automate those simple tasks by creating a set of rules, that gets triggered in to doing specific actions, when a predefined thing happens.

For example, you can create a rule, to automatically add the emails of the people who request email support, into an email list of your email marketing platform. That way, you get a new list of slightly-warm leads to work on.

IFTTT helps you eliminate the manual back-and-forth, and streamline your processes in a way that emphasises, as well as enhances your productivity.

8. Zapier

automate - Zapier

This is another tool, similar to IFTTT, but clearly has its differences.

IFTTT is easier to learn, and ideal for lighter automation tasks, while Zapier is a great tool for businesses that want to take their automation to next levels.

The thing about Zapier is that it's compatible with a lot of popular and widely-used services, apps, and tools out there. So you have the ability to automate even some of the bigger tasks that gets repeated.

They even have a huge list of possible automations that you can set up with their platform.

9. AdEspresso

adespresso expert

Have your ever thought of taking the guesswork out of how your ads are performing with their respective audiences?

Well, that's exactly what AdEspresso does.

This is one of several social media management tools that allows you to perform A/B split tests, gives you real-time analysis of Facebook, Instagram, and Google ads, and shows you how your ads are resonating with your audiences in accordance with your campaign name and targeting details.

You can create and manage ads for all three platforms in a single dashboard, and then see what’s working and what’s not, while your campaign is live. You can test different images, headlines, ad copy, and so on, until you find the perfect combination.

Ad creation and optimization is quick and easy, with a customizable dashboard, that allows you to keep an eye out for the most important metrics. You’ll end up with always-on campaigns that will monitor your Facebook Pages, and immediately promote relevant posts, and use smart filters to determine what’s going to be promoted, and for how long.

If you want to take the guesswork out of a complicated system and boost your efforts, you definitely should give AdEspresso a go.

10. Bit.ly

social media link shortener

Most of the URLs we share are lengthy ones. Since a social post have a limit on the number of characters you can put in, a long URL can reduce the space you can write. Especially on Twitter, with its lower amount of maximum characters per Tweet.

That's where Bitly comes in. It's a link shortener, that takes lengthy URLs, and shrinks them into much smaller ones.

Also, it'll tell you who clicked on what, when, and where, and so on.

It's a very simple, yet very useful tool. In fact, it’s been proven so handy, that Google has built it into their Google Campaign URL Builder to shorten links and track campaign performances.

BONUS - Canva

canva

Canva is definitely is a game changer in content creation.

It makes it very easy to create gorgeous infographics, cover images, thumbnails, quotes, and other image content for your social media accounts, with its drag-and-drop image creator, pre-packed with a selection of attractive, and ready to use templates.

Similarly, they have pre-sized designs optimized for every platform. Want to create the perfect pin? Select ‘Create a Pinterest Graphic’ once you’re logged in. That is the perfect size according to Pinterest’s best practices.

This magnificent tool is the only tool you'll ever going to need, to create image content for every one of your needs.

Pro-tip: Test

Social media marketing tools are very useful for promoting your business on social platforms. They can help you create content, automate publishing, generate leads, as well as engage your audience, all in a more effective manner.

You can use the social media marketing tools mentioned in this article, to successfully promote your brand on social media and take your social media game to a whole new level.