As you are probably aware the new Apple Privacy settings on the iOS platform has had major implications for the performance of Facebook Ads, in particular in terms of the tracking pixel performance, but also the overall performance in terms of reach, audience detail targeting and placements.
Having spoken at length, and in details, with a Senior Marketing Analyst based in their EMEA HQ in Dublin, here is what I have learned:
- FB Ads Manager will be changing in a few months offering new campaign target objectives.
- When marketing campaign is created and published DO NOT EDIT CAMPAIGN FOR AT LEAST 72 HOURS as this will effect reach performance. Campaign can be edited after 72 hours.
- Placements: Use Automatic placements rather than manual placements. If you are using manual placements for Ad campaigns, ensure that you are using at least 4 placements or you will not get desired reach.
- If using Campaign Budget Optimisation, you should target only 1 country. If you are targeting more than 1 country DO NOT USE CAMPAIGN BUDGET OPTIMISATION.
- When creating a new audience ALWAYS USE DETAILED TARGETING EXPANSION, which will now have the effect similar to re-targeting and Lookalike audience (not sure if this is actually an algorithm change)
- Frequency: When deciding how often your campaign should be served to a unique user, it should be no more than 1.5-1.8 (or at most 2). Anything higher can be seen as spam and user will be promoted to “stop seeing these Ads”
- Custom Audiences: These need to be refreshed after a min of 90 days or will not perform as planned. You should add a new dimension/demographic/profile.
- Tracking: When used as an objective Landing Page Views offer a far higher quality of customer than Link Clicks objective, and are more likely to purchase on the page (if you have link to e-commerce platform).
- Conversion Campaigns objective: Vital that you refresh these after 7 days or Facebook will not look for new relevant prospects.
- Facebook are in continual discussions with Apple/iOS on tracking data, but at present they are not receiving any relevant tracking data for at least 3 days, which important to understand when analyzing results (particularly for clients).
- Facebook are now looking at tracking directly from “browser events/API’s” from the likes of WordPress platforms etc. There will be more info on this on Friday.
Hope this is useful in planning your campaigns!