Facebook Ad MISTAKES To Avoid (After iOS 14)

TL;DR

Learn to avoid common Facebook ad mistakes after iOS 14 changes.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to talk about facebook ad mistakes that you really want to avoid in 2021 the game has changed somewhat after ios 14. so these mistakes are sort of specifically updated for post ios 14 facebook and environment which we're obviously in right now so if you've seen previous mistakes vide... Read More

Key Insights

• Domain verification and web events configuration are crucial post-iOS 14 to ensure accurate tracking and reporting of Facebook ad performance.
• Targeting too small audiences is ineffective; larger audiences improve reach and ad performance, especially post-iOS 14.
• Complicated sales funnels are outdated; simpler, direct conversion campaigns yield better results in the current Facebook ad environment.
• Continuous testing of ads is essential to maintain performance and avoid ad fatigue, ensuring a steady flow of creative options.
• Optimizing for the wrong campaign objective can lead to poor results; always align objectives with desired outcomes like conversions or traffic.
• Relying solely on website visitors for retargeting is risky post-iOS 14; diversify retargeting audiences with engagement-based custom audiences.
• Excessive tinkering with ad settings can disrupt Facebook's learning phase, negatively impacting ad performance and results.
• Delivering a poor customer experience can lead to negative feedback, affecting ad reach and potentially leading to advertising bans.

Questions & Answers

Q: Why is domain verification important after iOS 14?

Domain verification is crucial post-iOS 14 because it ensures that your Facebook ads can accurately track and report user interactions. This verification helps configure web events, which are essential for understanding how users engage with your ads and website, ultimately improving ad performance and targeting.

Q: What is the recommended audience size for Facebook ads?

The recommended audience size for Facebook ads is at least 250,000 people, ideally more than 500,000, especially in larger markets like the UK. Larger audiences help improve ad reach and performance, allowing Facebook's algorithm to optimize delivery more effectively, which is particularly important post-iOS 14.

Q: Why should complicated sales funnels be avoided?

Complicated sales funnels should be avoided because they can lead to significant drop-offs at each step, reducing overall conversion rates. Simpler funnels, such as direct conversion campaigns, are more effective because they streamline the user journey and reduce friction, especially when data visibility is limited post-iOS 14.

Q: How often should you test new Facebook ads?

New Facebook ads should be tested continuously to prevent ad fatigue and maintain performance. Regular testing allows you to introduce new creative elements and strategies, ensuring that you have a variety of options ready to deploy when current ads start to underperform, thus avoiding periods of low engagement.

Q: What are the risks of optimizing for the wrong campaign objective?

Optimizing for the wrong campaign objective can lead to inefficient ad spend and poor results. For example, using a traffic objective when you want conversions can result in high clicks but low sales. It's crucial to align your campaign objective with your ultimate goal, such as conversions for sales or traffic for awareness.

Q: How can you diversify retargeting audiences post-iOS 14?

To diversify retargeting audiences post-iOS 14, incorporate custom audiences based on engagement with your Facebook page, Instagram account, or video views, rather than relying solely on website visitors. These audiences are less affected by iOS 14's data restrictions and can help maintain effective retargeting strategies.

Q: What is the impact of excessive tinkering with ad settings?

Excessive tinkering with ad settings can disrupt Facebook's learning phase, preventing the algorithm from optimizing ad delivery effectively. This can lead to inconsistent performance and difficulty in assessing ad effectiveness. It's recommended to allow ads to run for several days before making adjustments to gather sufficient data.

Q: Why is delivering a good customer experience important in Facebook advertising?

Delivering a good customer experience is vital because Facebook monitors user feedback on ads. Negative feedback can lead to reduced ad reach or even advertising bans. A positive experience encourages repeat business and word-of-mouth referrals, which are crucial for long-term success and maintaining a strong brand reputation.

Summary & Key Takeaways

• This video by Ben Heath discusses eight critical Facebook ad mistakes to avoid in the post-iOS 14 landscape. It emphasizes the importance of domain verification, proper audience targeting, and simplifying sales funnels for better ad performance.

• Heath highlights the need for continuous ad testing and selecting the correct campaign objectives to optimize results. He also warns against over-relying on website visitors for retargeting due to iOS 14's impact on data visibility.

• The video stresses the importance of not tinkering excessively with ad settings to avoid disrupting Facebook's learning phase. Finally, it underscores the significance of delivering a positive customer experience to maintain ad reach and avoid bans.