The Little Black Book of Facebook Ads Secrets 2022
Liela Annelize Herbst
Connecting businesses with quality leads through innovation.
The Little Black Book of Facebook Ads Secrets 2022?
7 Bulletproof strategies guaranteed to improve your ads and open the floodgates to more leads, sales, and profits in the 2022 advertising landscape.
Intro
So you're a Facebook fan and have used the platform to stay up to date on the latest memes, and cute cat videos (who doesn't love them, right?) AND boost your sales and grow your business using Facebook paid ads.
And you are not alone...
Facebook ads have long been the primary marketing and lead generation channel for most small business owners, e-commerce companies, and high-ticket sales-focused businesses, such as real estate agencies and home improvement companies.
And let's face it, compared to other platforms such as LinkedIn, it's cheaper, easier to use, and, if managed correctly, extremely effective in generating leads through the focused targeting of large audiences based on user demographics and other key metrics.
The ability to track user engagement and other critical data has always been a major selling point for the platform, as this has allowed businesses to adjust their ads and audience targeting for maximum impact and, subsequently, higher sales.
Accurate, on-point, real-time data is key to managing a successful marketing campaign, no matter what the industry, or what platform is being used. Aww
And Facebook provides this in bucket loads.
Other factors make Facebook an excellent choice for many business owners, not just the fact that it's affordable and has the potential to reach a massive audience.
Cross-platform data sharing, like Facebook to Instagram, has long been the norm and has allowed for targeted, user-specific ads across platforms that are based on past user interaction data.
In non-marketer speak, i.e. normal English, this means that if a user viewed an ad on Facebook for cute cat-themed slippers and engages with it, then through cross-platform data sharing, they will see a similar cute cat-themed ad on Instagram.
Larger companies, like real estate agencies, have in particular, benefited a great deal from this data-sharing policy that has been in place.
But the Facebook advertising landscape has drastically changed.
Recently, privacy updates from tech giants Apple (iOS) and Google (Android) have changed the privacy landscape for Facebook ads, in particular, audience targeting, tracking, and cross-platform data sharing have been halted in their tracks.
As any marketer worth their salt would tell you, it's considered best practice if you're running an ad campaign to stay up-to-date on the latest changes and trends that are driving or halting your campaign's performance.
Alas, as with all things, change is the only constant. And in the tech world, updates are the herald of change, be it for the good or not so much.?
And the latest updates from these tech giants are no different.
There are some marked changes to how data is handled, and we unpack the way that they affect your conversions, leads, and sales.
How Apple’s iOS 15 Update could impact your business
Here's what you need to know about the current iOS 15 update and how it could be impacting your Facebook Ads performance and, consequently, your business.
The biggest change is the privacy update meant to protect users from indiscriminate data handling and sharing, which Facebook and its parent company Meta, are pretty famous for.??
Apple is now requiring all apps, including Facebook and Instagram, to get explicit permission from its users to track them across apps and websites. This includes Facebook, and Meta's, advertising platforms.
What this means for you as a business owner is that your Facebook Ads will become less effective as you won't be able to track users' activity as easily as before, and in certain cases, not at all.
Your open rates and click-through rate metrics will subsequently become inaccurate.
Another notable change is that Apple is now giving users the option to not only block tracking but to limit what is tracked by granting certain permissions and denying others.
This means that even if a user opts-in and permits you to track them, they could potentially interact with your ad, but you wouldn't be any wiser.
There are also some changes to how Facebook can target users when setting up your audience. For example, Facebook is no longer able to use data from third-party providers like Acxiom and Experian or past user activity to build your audience.
So, in essence, the accuracy of your audience selection goes out the window.
This limits any Facebook ad campaign's accuracy, as the ads would not necessarily be reaching the right audience, and you would not be able to make the necessary adjustments to increase campaign performance.
The timeframe for data measurement has also been shortened, moving from 28 days to 7. This would mean that historical campaign data can no longer be called upon.
These changes to the privacy policy for iOS users could substantially impact your results and could result in our engagements and sales drying up before long.
While these changes attempt to meet the demands of online shoppers for increased consumer privacy, one recent survey indicates 97% of Americans are somewhat or very concerned about protecting their personal data), what it means for eCommerce merchants is that there will be less available data to use in ad targeting.
And this is not limited to eCommerce alone...
Google’s upcoming changes that may affect Facebook
The search engine behemoth Google is following in Apple's footsteps.
It has recently announced that it plans to roll out an updated privacy policy similar to the iOS 15 update.
The update focuses specifically on Android, and, starting in 2022, Google will no longer allow cookies to track users across the web. This means that Facebook's pixel tracking system won't work as well as in the past.
Google is also introducing a new tool called Federated Learning of Cohorts (FLoC). This will replace cookies and group users together based on their browsing behaviour.
The problem with this is that it's going to be very difficult to target specific groups of people with ads, be it on Facebook or the web.
Browsing behaviour does not include demographics and other essential information that allows you to further segregate your audience and, in the process, focus on specific, accurate user groups.
For example, if you want to target people who are interested in real estate, it's going to be very difficult to target these users due to a lack of data on their behavioural patterns.
If you were targeting a specific niche within the real estate industry, it gets even more complicated. The data that would make the campaign effective, such as annual income, age group, and gender, will no longer be available.
These updates to the privacy policy and data-sharing options are going to have a massive impact on Facebook Ads and how effective they are.
In essence, Facebook advertising as we know it will become obsolete.
How does this affect business owners using Facebook ads??
'How does this affect me?" you ask. If you fall into the following categories, then the effect is going to be profound.
You’re most likely to be affected by these updates if you:?
Only time will tell what the exact impact of these updates is going to be, with opt-in rates varying from business to business and category to category.
(Using GDPR banners as a proxy, consent rates can vary based on a number of factors: one study cited by TechCrunch indicates that acceptance rates on similar GDPR notices averaged 50.8% on mobile and 26.9% on desktop.)
So, where do we go from here? Is it time to abandon the Facebook ad gravy train?
Maybe not...
First, let’s take a step back and assess the situation.
The reality is that Facebook is not going anywhere. In fact, it's only getting bigger and more powerful. The changes that are being made to the platform are designed to comply with new regulations and protect the privacy of users.
While this may seem like a bad thing for businesses that rely on Facebook for advertising, it's actually an opportunity to re-evaluate your marketing strategy and explore other channels that may be more effective.
It's also important to remember that Facebook is not the only game in town. Other social media platforms can be just as effective, such as Instagram, Pinterest, LinkedIn, and Twitter.
And don't forget about Google! The changes that they're making may impact Facebook, but they will also present new opportunities for businesses to reach their target audiences.
So, while the external changes to the Facebook platform may seem daunting, they don't have to be. Use them as an opportunity to reassess your marketing strategy and explore other channels that may be more effective.
With creativity, you can continue to reach your target audience and grow your business.
How to solve the Facebook ad dilemma
Understandably, the new privacy policies paint a pretty bleak picture for the future of Facebook ads and have changed the landscape for external data sharing and tracking forever.
But all is not lost...
We unpack a few solid alternatives that have a proven track record and will not only help you maintain your current performance but increase it substantially.
Leverage Facebook first-party data to your benefit
Although Facebook has lost most of its ability to track outside the platform, internally it is still very powerful to reach new customers as the user data within the platform is still available.
Specifically, first-party data is extremely valuable within the platform and negates the privacy issues that the iOS 15 and Google updates addressed.
Before you can leverage first-party data, you would need to have an understanding of what the term refers to.
First-party data is the information you collect about your audience based on their direct engagement behaviour with your ads on Facebook.
This is information you collect directly from your audience.
You own the data that is collected through interactions with your brand. The use of first-party data lets you hyper-target a specific audience.
First-party data is not limited to Facebook alone.
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They can come from:
What are the benefits of first-party data?
So what are the benefits of first-party data, apart from negating the privacy updates that we have been discussing?
First-party data will be proprietary to you and can enhance your digital marketing efforts. Here are some other benefits:
It’ll give you an in-depth look at your target audience, leads, and customer base.
To sum it all up: First-party data is accurate and can provide better insights; it’s going to be the future of advertising on Facebook. Well, until something newer and more effective comes along, such as an updated, immediately impactful version of the Metaverse.
How do I collect first-party data?
We have established the necessity of collecting first-party data from your Facebook ads, but what is the most effective way to get this done?
There are various types of ads that can be run to gather first-party data, but we have found that engagement ads, such as lead and survey ads, and video view ads, are the most effective.
First off, engagement ads lower your ad cost as Facebook favours pages that get more engagement.
Let's unpack the two versions of engagement ads that we have mentioned above.
Lead Ads
Lead generation is one of the most common marketing objectives for businesses, be it using Facebook, Instagram, Pinterest, or website traffic.
Simply put, users provide their contact information in exchange for something that benefits them.
Typically, the most effective channels to generate leads would be through social media platforms and, in the case of web marketing, landing pages.
These ads help find prospective customers and gather data, such as interests and behaviours.
Lead ads are used by all types of industries. Some of the most common industries are eCommerce, SaaS, B2B, and real estate.
Once a user submits their contact information, the data will be stored in the backend, like Facebook.
And as mentioned, because the user submitted their data willingly, you are the owner of that data (there are certain provisions regarding this, but that is a topic for another time).
Using this data, you’ll be able to follow up with the leads afterwards. The process is set up to be automated, which makes your job much easier and can be scaled to meet your specific needs.
You can use lead forms to:
Types of Lead Ads to Run
Benefits of Lead Ads
The benefits of using lead ads, apart from negating the privacy updates that have thrown a spanner in the works, are that they:
But most importantly,
Survey Ads
The second most effective ad type that can be used to collect first-party data is survey advertising.
Basically, survey ads are a type of display ad. They break the mould of traditional banner ads because they get the user to engage.
Users are prompted to answer a relevant question, with answers appearing as either a multiple choice option, which is the most common, or from typing unique answers in the fields provided.
By creating a target audience, you’ll be able to receive real responses from your users.
It’s a great and affordable way to conduct market and customer research.
Industries that often use these ads are automotive, travel & tourism, telecom, and retail, but it can work for any business.
Benefits of Survey Ads
The benefits of using survey ads are that they:
Implement broader lookalike audiences
Another proven method of first-party data collection is the implementation of broader lookalike audiences within Facebook itself.
But what is a "lookalike audience" exactly?
According to the Facebook definition, a "lookalike audience" is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics with your existing customers. A lookalike audience uses an existing custom audience you select as its source audience.
Simply put, a lookalike audience shares common traits with your current customer base and can be used very effectively to gather first-party data on an entirely new user segment within Facebook.
Bearing this in mind, it just makes sense to implement a broader lookalike audience within your current marketing campaign.
Instead of using 1% (which is the norm), try using 5% to 10%.?
The results will surprise you.
Optimizing your Facebook Pixel for custom conversions
We have found that optimizing your Facebook Pixel is another super effective manner in which to gather First-Party data.
But what exactly is a Facebook Pixel?
The Facebook pixel is a piece of code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some action on your website.
According to Databox, a study of 6,700 consumers and business buyers discovered that 70% of customers believe that companies should understand how they use products and services to earn their business.
It sounds pretty daunting, but that's exactly what the Facebook Pixel was made for.
When you have the pixel active on your site, it triggers when a customer takes an action, such as buying something or visiting a certain page, and notes it.
You can then use this data to better understand your audience or refine your Facebook ad parameters.
Using the following 8 tips, you can optimize your Facebook Pixel to work for you in a much more effective manner:
Broaden your audience
Prior to the updates with Apple, marketers would dial in the perfect target audience to promote products, generate leads, and increase sales.
With the limited amount of data now available, it's recommended that you take a broad approach and allow the algorithm to find suitable candidates.
The broader the approach, the more likely you are to build your first-party data, which will in turn allow the algorithm within Facebook to operate more effectively based on what data has been gathered and made available through your marketing efforts.
For example, if you were looking to target people who are interested in the home improvement niches, you would not specifically target people who are interested in targeting builders, landscapers, or residential construction individually but include all of these in the target audience.
The chances of getting your ads in front of the right people increase dramatically.
Other avenues to consider
Granted, we all love Facebook and have been comfortable using the platform to market our services and businesses in the past.
That being said, there are other platforms available that are just as, if not more, effective, than Facebook, especially when considering the newly imposed privacy restrictions.
We would recommend broadening your horizons by looking into platforms such as Pinterest, Ticktock, and LinkedIn to market your business.
The benefit of making use of these platforms is that your audience size would greatly increase in a fraction of the time that it would take if you were making use of a single platform approach.
The positive knock-on effects of this would include increased brand awareness as well as a drastic increase in your brand's reach.
Simply put, you will be getting your business in front of a huge audience. In other words, the more channels, the more revenue.
So to sum it all up, the new privacy updates throw a spanner in the works and complicate matters for the Facebook faithful.
But all is not lost. On the contrary, new horizons and endless possibilities are emerging for your marketing efforts.