How To Retarget on Facebook After iOS 14

TL;DR

Learn to effectively retarget on Facebook despite iOS 14 changes.

Transcript

hi guys it's ben heath from lead guru and in this video i'm going to talk about how you can retarget on facebook after ios 14. we know that with ios 14 we're less able to track what people do on our website which means that some of the retargeting capabilities have been curtailed particularly around retargeting website visitors and the various you ... Read More

Key Insights

• iOS 14 has limited the ability to track website visitors, affecting Facebook retargeting strategies, particularly for website visitor audiences.
• Retargeting strategies should now incorporate on-platform actions like video views and interactions with Facebook and Instagram pages.
• Custom audiences can be created from video views, lead forms, and interactions on Facebook and Instagram, compensating for reduced website visitor data.
• Although these new audiences may be of lower quality, their increased volume can enhance overall campaign performance.
• Facebook's ability to identify potential leads within larger audiences can offset the quality drop in new custom audiences.
• Testing various custom audience options is crucial, as performance can vary significantly between businesses.
• Adding diverse retargeting audiences can reduce the need for frequent ad creative refreshes, saving time and resources.
• A free webinar on Facebook ad strategies is available, emphasizing the importance of having the right strategy for success.

Questions & Answers

Q: How has iOS 14 affected Facebook retargeting?

iOS 14 has significantly impacted Facebook retargeting by limiting the ability to track website visitors, which has traditionally been a primary source for retargeting audiences. This change has led to a shrinkage in website visitor custom audiences, necessitating adjustments in retargeting strategies to maintain effectiveness.

Q: What are some new strategies for Facebook retargeting post-iOS 14?

Post-iOS 14, Facebook retargeting strategies should focus on creating custom audiences based on on-platform actions. This includes interactions with Facebook and Instagram pages, video views, and lead form submissions. These strategies help compensate for the reduced data from website visitor tracking.

Q: Why is it important to test different custom audience options?

Testing different custom audience options is important because performance can vary significantly across different businesses and industries. What works well for one business might not work for another, so experimenting with various audiences helps identify the most effective retargeting strategies for specific business needs.

Q: How can larger audience volumes benefit Facebook ad campaigns?

Larger audience volumes can enhance Facebook ad campaign performance by providing more data for Facebook's algorithm to optimize ad delivery. While these audiences may not be as high quality as website visitor audiences, the increased volume helps maintain campaign effectiveness and reduces the need for frequent ad creative updates.

Q: What role does Facebook's algorithm play in retargeting?

Facebook's algorithm plays a crucial role in retargeting by analyzing audience data to identify individuals most likely to take desired actions, such as making a purchase or submitting a lead form. This capability helps offset the quality drop in new custom audiences by focusing on potential leads within larger audience volumes.

Q: How can businesses reduce the need for frequent ad creative refreshes?

Businesses can reduce the need for frequent ad creative refreshes by incorporating diverse retargeting audiences, such as those based on video views and social media interactions. These larger audiences provide more data for optimization, allowing ads to perform effectively over longer periods without constant updates.

Q: What resources are available to help businesses adjust to iOS 14 changes?

To help businesses adjust to iOS 14 changes, resources such as a free webinar on Facebook ad strategies and a Facebook Ads Mastermind Group are available. These resources provide valuable insights and strategies for navigating the evolving advertising landscape and maintaining effective campaigns.

Q: Why is having the right Facebook ad strategy crucial?

Having the right Facebook ad strategy is crucial because it directly impacts the success of advertising efforts. A well-defined strategy ensures that ads are targeted effectively, budgets are optimized, and desired outcomes are achieved, especially in a rapidly changing environment like post-iOS 14 Facebook advertising.

Summary & Key Takeaways

• iOS 14 changes have impacted Facebook retargeting by reducing the ability to track website visitors. This video explores how to adjust retargeting strategies using on-platform actions like video views and interactions with Facebook and Instagram accounts.

• Creating custom audiences from Facebook and Instagram interactions can help mitigate the impact of iOS 14 on retargeting. These audiences may not be as high quality but can provide the volume needed for effective campaigns.

• Testing different custom audience options is essential, as performance can vary by business. A free webinar is offered to help businesses develop effective Facebook ad strategies, crucial for navigating the changing landscape.