So if you are a business owner or marketer who has been using Facebook Ads, then this affects you!
As you probably know by now, Apple’s iOS 14 update means that there is going to be less data available for Facebook to find audiences.
So one of the best ways left to target your perfect audience is through interest targeting.
The thing is, targeting by interest is tricky. You need to dig deep and do a lot of research to get it right.
Here’s an example: Let’s say you have an e-commerce store selling football gear.
You’d think that targeting followers of Lionel Messi (one of the worlds best football players ever) would be ideal, right?
Not necessarily.
Because Messi is not only a world football champion, he’s also a celebrity in his own right, with an Instagram account of over 221m followers. Yes, he is actually ranked as the 8th highest Instagram account in the world!
So if you target the people who follow Messi because he’s a celebrity, you’re barking up the wrong tree.
Instead, you need to combine interests to drill down to the people most likely to purchase goods from your store.
So for example, for more effective targeting, you might target Lionel Messi + Adidas Messi Nemeziz (football-gear brand of boots.)
That would find people who are a) interested in Lionel & b) interested in Adidas Messi Nemeziz too—a good indication they’re interested in purchasing the same brand of gear that Messi actually uses.
I’m sure that you can see from that example how combining interests is a much more powerful way to find a buying audience. 😊
Up until now, there were two tools available for businesses to find and target by these intersectional interests:
Facebook’s Audience Insights tool and ConnectExplore.
Unfortunately, Facebook’s Audience Insight tool is being removed as of today – July 1st.
From now on, Facebook ads manager will also have limited access to data and conversion events. Also, Facebook will have aggregated event measurement, restricted and delayed data
In general, the measurement of the ad impressions will become less accurate, and reported conversions will decrease. As a consequence, the targeting will become harder and less accurate. But there are ways around it, and we’ll show how you can get the least loss out of these changes.
So if you’d like to get a competitive advantage over former Audience Insights users (and also have an alternative to getting around the data loss from the iOS14 update)
Then be sure to contact us for a free consultation, we are helping businesses to keep their Facebook Ads working for them.
Don’t miss this free consultation that can really help you level up your Facebook advertising.
