You’ve probably heard or seen the notifications online about the Facebook iOS update and how it will impact Facebook Advertising. Facebook advertising for most people can be confusing and overwhelming, so adding changes and new features to consider is enough to make your head spin! We’re unpacking the Facebook iOS 14 update and how that will affect your ads as a small business owner. Plus, we’re highlighting a few new features you’ll want to take advantage of!
What Does the new Facebook iOS 14 Change Entail?
Due to the growing privacy concerns for users on Facebook, Apple has made some serious changes to it’s software to ensure your safety. This impacts laptops, ipads, and iphones.
As someone using an app, this new software change makes it so that you HAVE to confirm to sharing your data with a third party app, knowing that your data will be used for things like Facebook ads. This change includes everything, from Facebook to Facebook Messenger.
That means as small businesses, we are working with less data and less opportunity to reach new potential clients and customers. Essentially, we are being limited on who we can target, and how we can target them.
How Does That Impact Your Ads?
Not everyone likes to see ads on their newsfeed, so if they understand how declining to share their data through an app can help prevent them from seeing ads, you’ll definitely be losing out on reaching everyone you want to reach. However, this could be a good thing! Your ad spend may not be as much because you are targeting people who respond to Facebook ads. On the flip side, it could also mean you are not reaching your potential target market.
Ads are being impacted in terms of targeting. There are less targeting options and less data to work with, meaning your once solid audiences may not be as effective.
As well, we are seeing a significant impact to the results of ads. Smaller reach, response and engagement numbers have certainly been expressed for many businesses who rely on ads to sell their products and services.
If you rely on Facebook pixel for ads, please check this immediately. Tracking pixels have been affected by these new changes, and there is usually a step by step guide on how to make the most of this change through your ads manager.
Facebook has tried to help ease you into this new change by providing you with resources that can be found in Ads Manager. Just look for the notifications or find the Resource Center tab for further information.
Moving forward, you may have to adjust your Facebook ad strategy and what you want the end result to be.
New Features to Note
HST/GST
Canadian advertisers are now subject to paying HST/GST on their Facebook ads. Facebook has requested that all businesses add their business’ HST number onto the platform. Here’s how you can do that quickly and efficiently:
Go to Ads Manager > On the left hand side select Business Settings (should be a cog icon) > Payment Settings > Edit Business Info.
Simply copy and paste your HST number into the fillable box for tracking purposes, and ensure that you have the location that your business is registered to as well.
Messenger for API Instagram
This is a really neat new feature to get excited about if you’re finding that social media has provided you with a lot of sales and conversational moments. This allows you to respond to direct messages and story responses via a third party provider, which was a feature not available before. Why is this great? It allows you to keep better track of the messages you get through Instagram, so you don’t miss out on a sale or opportunity!
Ads for Instagram Reels
This is another great feature for those of you who find success through paid advertising. You are able to put an ad on a reel (max. 30 seconds in length). This ad style also includes the ability to add a caption to help captivate your audience. These ads will have high visibility through your Reels page, the Explore page, and more! What’s great about this new features it that you get double the amount of time that the previous Instagram Story Ad format allowed.
What are you most excited for when it comes to changes on social media? If you need help with Facebook ads, marketing, or need more info to help wrap your mind around all these changes, fill out our contact us form and we’ll get back to you ASAP!