Facebook Ads Cost 30% MORE Because of Apple?!

0:00apple is adding a 30% search charge onto some Facebook ads and Instagram ads and in this video I'm going to explain what's going on and how you can avoid that extra 30% okay so to help explain what's actually going on here I've got meta's support dock up from the The Meta business help center about this apple service charge you see the title literally avoid the Apple service charge um when boosting Facebook ads I'm just going to read a little bit of this information down here about it so starting February 2024 so this is already in place uh when you boost in the Facebook IOS app you will be build

0:29through Apple and this is where Apple will retain a 30% service charge on the total ad payment now the reason why Apple are doing this because they're treating any boosted post from within the Facebook app as an inapp purchase and that's how Apple Works from a an inapp purchase standpoint is they take a 30% cut of any inapp purchase that you make um when done so through an IOS app so an app on a on an iPhone or an iPad for example one of the reasons why apple is such a valuable company now meta is not going to eat this cost for us they're not just going to give the 30%

0:59to Apple and and move on um they're going to pass this on to advertisers which I think is is fair enough and make sense particularly because there are ways to avoid this now what you see very carefully there that's been worded in here is when you boost in the Facebook IOS app now a lot of Facebook advertisers will know that there are other ways to run Facebook and Instagram ads and actually boosting from within the app is not something that most of us Facebook advertising experts have been recommending for a while the functionality is limited when you boost from within from from within the apps now people still do it because it's

1:32really quick and easy if they're beginner Facebook and Instagram advertisers they'll often boost within the apps because it's just a few buttons as opposed to going into ads manager which looks really complicated and they don't want to have to set up a business account and add their pixel and AD account and page and Instagram account it all just gets very complicated you could just boost quickly um from within the app it's also easy If you're sort of traveling and you know you're just on your phone or I've posted something I just want to quickly give it a bit of AD spend and help get it out there and and

1:59that sort of thing just boost within the app so there are reasons why people would still do it even though it's not necessarily what's recommended from a a functionality standpoint now with this change this is absolutely something that you don't want to do because you will be paying 30% more if you boost from within the Facebook IOS app as opposed to some of the other message I'll talk about in a second you won't get anything more for that extra 30% you won't get any more Impressions you won't get any more reach you won't get any more leads any more sales um any more link clicks any of

2:27that it's just literally going to cost you 30% more and that money is just going straight to Apple I'm sure most advertisers don't want to be doing okay So Meta give some information around how we can actually go about avoiding this apple service charge this extra um 30% so if you go ahead and boost contents you could still boost post not something I'd recommend I'll talk more about that in a second but you can do so from facebook.com from the website from a web browser as opposed to from within the app Remember the Apple search Char is only going to um take place when you actually use the iOS apps right it's not

2:58going to take place if you're going going through a web browser it's certainly not going to take place if you're using a computer and operating within ads manager there which is what I would recommend that most advertisers do so if there's lots of different ways you can run ads from within meta business Suite you can boost post from the app you can run ads um using a browser on your phone but the easiest way the most userfriendly the best functionality even comes from going on a computer going into ads manager not the metab ads manager specifically and setting up all your campaigns for from within there

3:30there you have all the various options that you might want to use all the different campaign types everything that you need to get the best possible results so that's what I'd recommend you do anyway and with this new change it becomes even more important that you go ahead and do that because you avoid a 30% search charge which is absolutely huge if your ad campaigns are doing well an extra 30% cost on top for no extra results could easily be the thing that takes a campaign from performing really well to no longer profitable oh and by the way if you want more input on how to

3:58navigate the big updates that keep to Facebook ads and you want to stay ahead of the curve with the most upto-date strategies check out the link in the description to find out more about my mentorship program another quick thing I wanted to mention was around prepaid um Facebook ad accounts now most advertisers don't use prepaid accounts they um just run their ads and then get build after the fact but some advertisers choose to prepay and then the ads will run using those funds some advertisers are even forced to prepay particularly for new ad accounts or in certain um locations around the world you're forced to prepay an amount and

4:29then the ad will will the ad spend effectively will come out of there if you do that so if you prepay into an ad account again using a web browser that could be on a phone computer Etc then you can actually use those uh prepaid funds to then Boost from within the Facebook IOS app without incurring the extra 30% charges um from Apple they're not going to treat that as an inapp purchase that's more of a an amount that you've already paid in and then from within the app you're sort of managing that advertising budget as opposed to making an inapp purchase so a distinction there and if you're thinking

5:01oh this is a nightmare I actually do Boost from within the Facebook app because you know it's just really quick and easy for me when I'm out and about and I'm really busy and all that sort of stuff well you could actually you can still do that and get around the 30% search charge as long as you prepay um still wouldn't be my recommended method I'd recommend using a computer going in to ads manager and setting everything up that way but just something that you want to be aware of that that is actually an option so now that you know how to avoid this sech charge this

5:27change shouldn't really affect you that much as a Facebook Advertiser a much more substantial change is what's happening to targeting right now in this video I explain what those Facebook ads targeting changes are and what you need to do about it go ahead and check it out