If you’ve ran FB ads over the last 12-months you have surely experienced difficulties following the iOS updates in 2021. Although great for the wider world and the consumer, the iOS changes have made running FB Ads (and all PPC ads) much, much more difficult.
BUT – it’s not the end of the world that many have been making it out to be.
Sure, FB Ads are harder now. The audience pools available to us are smaller. The FB Ads Manager platform no longer provides accurate reliable data on conversions. And costs are rising and results lowering as a direct result of this.
But, it’s still more than possible to overcome these difficulties and get better results from your FB Ads in this post iOS world. And today I’m going to show you the 3 best ways to do this.
But first, why should you listen to me?
If you didn’t already know, at The Marketeer we run FB Ads for our clients 365 days a year. And yes, iOS at the time did feel like a nightmare. But we adapted – we learned – and now we’re getting our clients results that were just as good as they were before iOS.
So without further ado, let’s dive in…
2021 saw a lot of negative changes to FB Ads – iOS being chief among them.
But there was one change that was actually good, and it was to Facebooks Lead Forms.
In short, they went from being rubbish to being very effective.
By enabling people to sign up for your lead magnet, offer, webinar, event, etc. on Facebook itself – you’ll get more signups. And with the changes last year, you’re able to ensure you maintain a good quality of lead too.
AND, because everything happens on Facebook – the tracking, the results Ads Manager shows you – unlike any other type of ad – is accurate!
Now lead forms don’t work for every type of ad you want to run – for example to a sales page, ecommerce website, etc.
But when capturing leads via lead magnets, webinars, events, challenges – the kind of ads we specialise in by the way – then Lead Forms is the way forward.
2. 3rd Party Tracking Software
For ads where Lead Forms are not an option, or if you preferred to simply run ads to a landing page and not the Lead Form – you’re then faced with one of the impacts of iOS: unreliable tracking.
The Ads Manager will report incorrect stats – some days your conversions and results show higher than reality, and other days less. In short, you can’t make decisions about your ads to maximise and optimise your results when you have inaccurate data.
To overcome this you need to invest in 3rd party tracking software. Now yes, this is an additional cost that you shouldn’t have to pay. But we are where we are. And honestly, it pays for itself when it enables you to optimise your ads – saving you money and making you more money in return.
If you’d like to find out the 3rd party tracking software we use send me an email at firstname.lastname@example.org and I’ll let you know. Now only are they cheaper than the big names on the market, their support is second to none.
3. Testing, Measuring & Optimising
How you manage your FB Ads is critical to your results. The mistake many people made before iOS, and still make to this day, is relying too much on the FB algorithm. This is a fast way to spend your ad spend and get little to nothing in return.
And this has never been more truer since the iOS updates.
The solution? Manage the ads yourself – hands on – and not rely on FB.
The core of the management strategy we use 365 days a year for our clients ads is this:
The key with this strategy is consistently and intensity. You can’t just do this once or twice.
Even if you get better results, which you will – it doesn’t last. It never lasts.
People change – preferences change – ad performance changes.
So you have to constantly test – measure – and optimise new ads to constantly stay ahead of the game.
Free FB Ads Strategy Call
Before I go and as a thank you for reading, I want to invite you to a free 30 minute FB Ads Strategy Call with me.
On this 30 minute call, we’ll be doing 3 things:
Sell more. Inspire more. Change more lives.
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