There’s no doubt about it – between the pandemic and the iOS 14 updates, 2020 and 2021 have turned the Facebook ad industry on its head. I’ve been teaching and running Facebook ads for about a decade now and nothing compares to the past 2 years.
Do I think it’s time to abandon the Facebook ad platform?
Do you have to adapt and change?
The landscape has totally changed over the past 18 months and what I used to do/teach when it comes to FB ads has shifted. (In some cases by A LOT!)
So what are some things I’d be looking into when it comes to FB ads in 2021 and beyond?
Here are my top 5 recommendations:
Conversion API — To quote Facebook, “Data from the Conversions API is less impacted than the pixel by browser loading errors, connectivity issues, and ad blockers. When you use the Conversions API alongside the pixel, it creates a more reliable connection that helps the delivery system decrease your cost per action.”
TL;DR version: Conversion API is FB’s solution to minimize the impact of the iOS 14 updates. Better data = better results (a.k.a. cheaper ads) for you.
Right now, you want to be using it IN ADDITION to the Facebook pixel as a redundancy. Rumor has it, however, that the Facebook pixel might be going away entirely by the end of 2022.
Stay tuned for more on that bombshell, but you should have plenty of time to set this up… but also, why wait if it’s going to result in better ad costs? Get on it ASAP!
There are a few ways to set up C-API. Some will require a developer, some are more straightforward. Make sure you read over Facebook's resource on this here and googling will return lots of how-tos as well.
InterestExplorer — Thanks to the data lost to us with the iOS updates, many of our audiences have also shrunk this year, making it harder than ever to reach the people we want. #thanksfacebook
Let me break it down:
- FB has raised its rates this year making it more expensive than ever to get a click/impressions
- Enough people are savvy about ads at this point that they know ‘best practices’ for targeting…but that also means most people are targeting the same interests, making the ads even more expensive. #supplyanddemand
- Highly-targeted audiences based on personal info went poof and got cut down in size, so mastering interest-based targeting is more important than ever.
But how do you find interests that everyone and their mama aren’t already targeting? That’s where InterestExplorer comes in.
InterestExplorer uses Facebook's API to find ALL the interests in any niche (even the tiny ones). These ‘hidden’ interests are super targeted but have less competition than the ones everyone knows about and that come up in targeting suggestions in ads manager.
You can enter a broad topic (like ‘real estate’) and browse 1000's of little-known Facebook interests – in just seconds! #itmightbemagic
I’ve been using it the past month and it’s been a god-send, especially in really niche markets that are hard to target. I wanted to use it and make sure it worked before recommending it and I can definitely give it two thumbs up!
And to go ahead and address one concern I know I had when I found this – YES, it’s TOTALLY legit and FB-approved. (There are some shady tools out there that scrape data and will send you straight to FB jail, but this is NOT one of them. It’s a totally ‘white hat’ method to find new FB targets, so no worries there!)
HYROS — Want a tool with a dashboard to give you better insights into what’s actually working to get you leads, calls, and sales across ALL platforms (FB, YouTube, Email, organic, etc)?
You’re going to want a tool like HYROS or Segmetrics.
Per their site, “HYROS is an advanced ad tracking tool that allows you to see the entire breakdown of all your traffic and how profitable it REALLY is. HYROS tracks your customer by 10 data points and combines them together for laser-accurate tracking.”
I've been using HYROS with several of my done-for-you Facebook ad clients, and it can be a complete game-changer – ESPECIALLY if you do sales over the phone and have never been able to track your lead flow top to bottom.
It is NOT impacted by the iOS updates and shouldn't be by any other nonsense that rolls out in the future.
The one downside to HYROS is their strict requirements: you have to be spending $10k or more per month in ad spend and making $40k+ per month in revenue to sign up. If you meet those requirements though, I highly recommend checking them out!
Another option that has fewer requirements to join is Segmetrics.
Segmetrics — can help you get clarity on your true lead value at every step of the customer journey. Especially if you don't meet the qualifications to work with HYROS, I would definitely check them out to see how much your marketing is really worth, with lifetime revenue attribution across your whole funnel.
I’ve not had the chance to use Segmetrics personally yet, but I’ve heard great things from other media buyers and they’ve been around a long time, so I feel confident recommending them!
WTF DOES THIS ALL MEAN? — If you’re reading this going, iOS-updates-what-now?!?! Check out this blog post I wrote on the first steps you need to take to get compliant and catch up on all the excitement before you run FB ads if you’ve been out of the loop.
How have FB ads been treating you this year? Still rocking and rolling or have you been on the struggle bus?
Comment and let me know!
I currently have a waitlist for DFY Facebook ad management, but I do have a limited number of 1:1 FB help sessions available, so if you could use an interpreter when it comes to all this FB ads nonsense, be sure to grab a spot on my calendar.