Facebook has been a fantastic advertising platform for almost ten years. (followers on facebook) This is changing with the new privacy measures, namely, the deprecation of third-party cookies and aApple’se’s iOS 14 (and higher) privacy features. There are still effective ways to advertise on Facebook. In this light, we will review each option for targeting Facebook ads and then share each.
- How it works
- Privacy challenges
- Tips for adaptiLet’st’s first establish some foundational knowledge.
Privacy-first Facebook Ad Targeting: Terms to Know
This guide will help you understand the meanings of specific terms.
- ATT: App Tracking Transparency is the Apple iOS feature where users can opt-out of being tracked by other apps across the internet (e.g. Facebook).
- Third-party Cookies: These cookies collect information about users’ web browsing activity. Advertisers use this third-party data to gain insights about their website visitors and viewers and, by ad platforms, to target audiences based on behaviours and interests.
- Third-party cookies will be deprecated: This refers Google’se’s plan in 2023 to eliminate third-party cookies from Chrome. Chrome and Safari already block third-party cookies. This is a significant deal considering Chrome holds 63% of the browser market.
What data does Facebook use to target ads?
Using various targeting options, you can set up Facebook ads to target influential audiences. These targeting options can be based on your third-party and Facebook user data.
Facebook data
This includes demographics, interests, behaviours, locations, connections, and other information.
The iOS 14 tracking opt-out feature does not affect targeting with Facebook data. This is because it is Facebook first-party information that it collects through its own platformAdvertiser’sr’s data.
Your data could include both first-party and third-party data.
This can include targeting people based on their interactions with your business via your app, website, or offline. Once you have enough data to create custom and lookalike audiences or upload customer lists based on email addresses, it is possible to create these audiences.
The iOS 14 app was tracking opt-out feature impacts both app and website audiences. Users can opt-out of being tracked across the internet by apps. If your Targeting relies upon cookies website visitors, it will be affected by the deprecation cookies. This is why the Facebook Conversions API is so important.
Data from third parties
Facebodoesn’tn’t disclose the exact nature of third-party data used to target ads on Facebook. However, it says that it us”s “Data available to third parties to help advertisers identify relevant audiences to target”t.”
This will be affected by the deprecation of third-party cookiesLet’st’s now move on to the main Facebook ad targeting options. We will discuss what privacy regulations mean for them and what you can do to help.
Different Facebook targeting audiences
Before we get to the detaillet’st’s, look at the three types of Facebook targeting audiences.
- Core audiences: These are the default audience types in Ads Manager. You can target them by location, demographics, interests, behaviours, and connections.
- You can create custom audiences using your data (such as people who have visited your site or customer list) and Facebook data (such behaviour on the platform).
- Facebook can create lookalike audiences. This is a way for you to make audiences similar to those you have created or based upon an uploaded list.
1. Facebook demographic targeting
Facebook demographic targeting is a core audience typist based on the information that users provide to Facebook in their profiles.
How it works
The most basic option for targeting demographics is to target people by their age, place, and gender.
Facebook ad targeting in iOS14 and Privacy First World: Demographic Targeting
Detailed Targeting is another option, including education level, financial and relationship status, parents, and much more.
Facebook ad targeting for iOS 14 and privacy First World: Ads manager detailed demographic Targeting
Privacy challenges
These will likely stay around because they are self-reported awon’tn’t change unless new privacy laws are adopted.
Tips
1. Target lifestyle demographics
These options may seem very powerful, and they can be. (buy followers on facebook) However, in our experience, they focus more on the options that have been explored most frequently on Facebook.
People are more likely to update Facebook profiles and discuss getting engaged, thechildren’sn’s progress, or whether they have bought a home. LinkedIn is for that purpose! ).
This is why targeting options that are more closely tied to someone’s life are often a better option than anything outside of it.
Our Facebook advertising targeting infographic is a great example.
2. Targeting Facebook interest and behaviour
Another Core audience type is this. Targeting behaviours and interests can be do concurrently with demographics. However, we have separated them because privacy is more important to them.
Facebook can infer information from users based on their information in their Facebook, Instagram and Messenger profiles and their engagements with sites in the Facebook audience network.
Facebook behaviour interest targeting
Our Facebook advertising targeting infographic is a great example.
3. You can try interest stacking
Targeting multiple interests in the same ad might be more effective as audiences become less specific.
For example, if you are targeting marketers, an ad set targeting Buffer users might be replaced by Hootsuite + Sprout + StreamYard. All of these can be used to target the same audience.
3. Facebook custom audience targeting
Advertisidoesn’tn’t have to be about reaching new audiences. Reengagement is equally essential for those already familiar with your brand.
How it works
You can retarget users who have already engaged with your brand using custom audiences.
Your data includes website activity, offline activity and customer lists.
Facebook data: Users who interact with other Facebook assets such as videos, lead forms and Instant Experiences. Events. Business Page.
Facebook ad targeting on ios 14 privacy First World: Custom audience configuration in ads manager
Challenge”s
“Your Sour”es” refers to the targeting options most directly impacted by all the tracking changes we are currently experiencing.
You might have noticed warnings such as the one below. These warn you that tracking data loss has caused your audience to be exclud from your site.
This is just one problem. CPMs will be higher for smaller audiences.
You may also be receiving this message, which is likely to say that your campaigcan’tn’t exclude anyone you want because of…data loss.
Ycan’tn’t retarget every visitor to your site, but ycan’tn’t exclude anyowho’so’s who purchased due to privacy restrictions.
Tips
4. Broad Targeting and audience expansion are key.
Facebook recommends broad Targeting and expanding targeting for website and app activity targetinWe’re all in.
Facebook ads targeted expansioFacebook’sk’s algorithm will be more effective if you are more connected to yoaudience’se’s interests.
5. Upload customer lists
Although customer lists can be one way to mitigate some losses, they are not and never have been perfect.
You can upload customer lists, which allow you to upload user names, email addresses, and phone numbers. You can upload your customer list to an ad platform to match users with tplatform’sm’s database. Once a user has been match, they are add to your database, and you can target them.
The problem is that not all users can be match. They may have given you a fake email or a different email than the one they registered with Facebook. They may have multiple email addresses, but Facebodoesn’tn’t know.
No matter the reason, customer uploads can help stop the loss of cookies website visitors.
6. Rely on Facebook for information
It is best to rely only on platform interactions and not on cookies or uploads to track your audience.
Facebook ad targeting in iOS14 and privacy first World: data source selection
Everything in the report’s second section is a Facebook-owned data source. This means that Facebook is responsible for the thtouchpoint’st’s privacy and doesn’t have to worry about privacy issues if they target people with that interaction.
Optimizing your account is even more critical with these privacy issues. Use our free Facebook Ads Performance Grader to make sure every dollar counts.
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