To the dismay of many global advertisers, Apple implemented a significant privacy update last April. It is the need for iOS apps to request the permission of the user of an iOS device to allow data tracking. This is via the use of Apple IDFA.
A digital marketing speaker Hong Kong notes that the majority of iOS users opted out of data tracking. Such a scenario has significantly affected social media analytics, especially the most frequently used Facebook insights. That is why the platform openly opposed the implementation of Apple IDFA.
As Facebook has been affected by Apple’s data privacy update, so are small businesses that are marketing within the platform. The limited data access from their target audiences calls for a change in their ad and campaign plans. If you are rethinking your Facebook ad strategy without Apple data, here are some ways you can do this, according to a social media agency Hong Kong.
TARGET BY CHANNEL
An advertising channel is a medium used by brands and businesses. In Facebook, these can be through chats, email, product tags, videos, etc. A video marketing agency Hong Kong noted that the best way to strategize Facebook ads is through video marketing. It is the best tool to raise brand awareness.
- An average internet user spends 7 hours a week watching online videos.
- After watching a product video, 74% of viewers have downloaded an app or software.
- Email campaigns with a Facebook video ad boost open rates by 19%, click-through rates by 65%, and leads by 66%.
One pro-tip to target audiences by channel on Facebook is using a unique coupon code. For example, if you run a Facebook video ad with a unique coupon code that can only be used within the platform, it will be easier to track the sales coming from such a coupon code. As such, you can collect insights about the Facebook users who redeemed the unique coupon code. Moving forward, this can be a basis for rethinking your Facebook ad strategy without Apple data.
TARGET BY DEMOGRAPHICS
One good thing about Facebook is that it already has a record of demographics in the absence of Apple data. Once a user registers for a Facebook account, the age, gender, and location of the user are basic information that they need to fill up. With these demographics on hand, brands and businesses can rethink their Facebook ad strategy by targeting through user demographics.
Millennial brands can target audiences who are 25 to 40 years old. Businesses offering female products and services can target female Facebook users. Local shops can target users based on their location. It may be broad to target by demographics. But with the absence of Apple data, these targeting elements can be very effective in converting Facebook audiences who will most likely need your offers.
TARGET BY LOCATION
Target by location is a Facebook Ad strategy that is like the traditional billboards. Billboards are typically placed on key areas of the city where traffic is high. Exposing the product to such high traffic has a great potential to boost discovery and sales. Facebook Ad Manager allows targeting ads per location. For example, a brand or business may want to target New York to promote its products and services. After a month or a quarter, you can measure sales in the area to see if your ads have a good return on investment (ROI).
Modern consumers commonly search for products and services available near their location. It is because of the convenience to pick up the items or the cheaper delivery costs. If you are rethinking your Facebook ad strategy, targeting audiences by location can be an effective plan in the absence of Apple data.
TARGET BY TIME OF THE DAY
Studies showed that the best time to post on Facebook is between 1:00 PM to 3:00 PM on a Thursday or Friday. During these times, a majority of Facebook posts received a lot of engagements such as comments, likes, and shares. This principle is the same idea used when targeting Facebook audiences by the time of the day. Even without Apple data, such a strategy can yield positive results in boosting awareness, conversion, and reach.
According to experts, the best time to promote your products and services on Facebook is between 8:00 AM to 12 Noon on weekdays. These are the times when people are most actively searching for products online for personal and work use. Most people devote their time online in the early part of the day. After lunch, they are commonly covered up finishing important tasks that they need to do before the day ends. So, it is pretty simple. Targeting by the time of the day ensures that you’ve got good traffic to expose your Facebook ads. It no longer needs Apple data to be effective.
Reference: https://www.socialmediaexaminer.com/facebook-ad-success-without-apple-data-rethinking-your-strategy/