Social Media Marketing January 17th, 2022
A lot has changed in the digital marketing world over the past few years and more changes are still to come. Here are a few tips to help you address recent and upcoming changes in order to improve your ads on Facebook and Instagram in 2022.
Since the iOS 14 update in early 2021, a few things have changed on Facebook and Instagram’s shared ad platform. Namely, conversion events must now be configured on the site itself using Aggregated Events Measurement in order for ads to be properly delivered to iOS 14 users who have opted out of cookie tracking.
“Aggregated Events Measurement” is a bit of a mouthful, so we’ll just refer to it as “AEM.” Basically, with AEM, Facebook configures the events on your site’s backend in a way that is compliant with Apple’s new privacy policies regarding data collection. This allows for ads to be delivered to those who have opted out of cookie tracking and also allows for sales that come from these users to be tracked, however, the caveat to this is that reporting may be delayed and much of the data will be anonymized to protect the user’s privacy.
In order to configure these events, however, you’re probably going to be required to verify your domain. This is essentially claiming ownership of your site and telling Facebook that you have the authority to configure and edit these events. Note: in order to verify your domain, you will need a Business Manager.
In some cases, Facebook will have configured these events for you based on past data that has been collected from your ad account. For example, if you run a Shopify store and your primary objective is sales, Facebook may have already configured the Purchase and Add to Cart events on your behalf. If you wanted to make changes to how these events are prioritized, however, you would still need to verify the domain.
In closing: if conversion events are not configured via the steps above, you may not be able to deliver your ads to iPhone users who have opted out of cookie tracking.
Meta will be adding new rules for how ads are targeted in 2022. Four main audience categories will be removed as of January 19th:
Advertisers will no longer be able to target Facebook and Instagram users based on whether or not they have expressed interest in or affiliation with any of the topics above.
While these targeting methods will no longer be available as of January 19th, existing ad sets that already have audiences in these categories can still be used until late March. In the meantime, it might not be a bad idea to plan ahead and test out new targeting strategies prior to any existing ones being disabled in March.
In some cases, when no alternative targeting methods are able to narrow down your audience to the extent that you’d like, one option may be to use open targeting (no interests or behaviours included) or lookalike audiences based on existing customers, email contacts, or website visitors. From there, you can remarket to those that have expressed further interest in your ads.
The Facebook Pixel is an incredible tool for tracking website conversions and remarketing to your top website visitors, which can be segmented by a variety of different actions taken on the site. However, in lieu of the recent Apple update mentioned above, the Pixel’s tracking isn’t as accurate as it used to be.
There is likely to be an increasing number of website visitors that you can’t remarket to using your Pixel alone and you may find that existing custom audiences have gotten smaller, which will have a negative impact on their performance in ads.
You may have already noticed that your ads seem to be generating an awful lot more link clicks than landing page views, meaning that Facebook is having trouble tracking the clickers from Point A to Point B.
While this isn’t to say that the Pixel is no longer a valid tool for remarketing, it certainly isn’t the be all and end all either. Facebook offers a wide variety of ways to retarget people who have engaged with your ads, as well as your page and its content.
Here are a few other options for targeting creating remarketing audiences on Facebook and Instagram:
All in all, it looks like Facebook and Instagram advertisers are going to have to get a bit creative in 2022, so hopefully you find these pointers helpful. If you’re still throwing your hands up in frustration, one final option will always be to leave it to the professionals.