# iOS 14 = Facebook Ad Apocalypse? No Chance!

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=NbR4qWbS4lw
Duration: 20 min
Language: English
Words: 4327
Transcript page: https://viewrankai.com/tools/youtube-transcript/NbR4qWbS4lw

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[0:00] hi guys it's ben heath from lead guru and in this video i'm going to talk about whether the ios 14 update is going to cause a facebook ad apocalypse you probably tell from the title i don't think that's going to happen i'm going to explain why we've got some more information around what the ios 14 update is going to mean in terms of facebook ads in comparison to when i recorded a video about a month ago and just before before christmas so i've got some good news i'm going to explain how that works what's going to be impacted and all that sort of stuff before we get

[0:28] into that trying to very quickly ask you to smash that like button and of course subscribe to my youtube channel if you are new and haven't done so already this ios 14 thing alone is very much a an ongoing situation there's lots of new information coming out so i will be producing more videos on this topic as and when we know what's happening so uh yeah so make sure you subscribe so you uh you see all that stuff coming up so i just want to quickly recap you may or may not have seen it but i created a video about ios 14 how it's going to

[0:53] impact um facebook ads and i recorded that about about a month ago and in that it was i didn't want to be too negative but i was quite concerned as i think a lot of people within the facebook ads industry are that ios 14 is going to have a massive negative impact on facebook ads it now very much looks like looks like that is not going to be the case which is absolutely fantastic and i'll explain why me and a number of other people thought that when facebook released this update on on the facebook and instagram apps where they have the pop-up where they say people they ask their

[1:31] users aren't you happy for facebook to track um or are you happy for instagram to track your activity on other websites et cetera other apps and things like that and we basically could be pretty confident that most people when that pop-up occurs are going to say no and that's just a quick background if you're not familiar that's what the ios 14 update is enforcing it's making facebook have these pop-ups and allow people to either opt in or opt out of of of being tracked on third-party websites and things like that that's that's why it's such a big deal and we thought that most people are going to opt out okay

[2:04] and does that mean that we're no longer going to be able to run conversion campaigns um effectively for anyone on an ios device because obviously if you're sending website traffic to your website and you can't work out whether or not they're going to convert that's a huge deal right that's basically i mean you can't run a conversion campaign to ios users you can still do to android users to ios users if they all opt out and instead you're gonna have to focus on things like traffic campaigns which completely change uh changes best practices and all that sort of stuff within the facebook advertising space however facebook released the webinar

[2:35] and one there's lots of information in there but the really crucial bit of information is that if someone opts out of facebook or instagram tracking their activity on third-party websites and things like that it doesn't mean you can't track a conversion this is absolutely huge so it does mean that what facebook and instagram can track is limited so for example if someone opts out instead of seeing that someone came through to your website went to a certain page then um added to cart then initiated checkout then purchased you're not going to see all that data but if they get to purchase you will still see the purchase and that

[3:15] is absolutely huge because not only does that mean that you can see exactly what results you're producing with your facebook ad campaigns and so you still will be able to see okay we spent this much we generated this many purchases it was x profitable all that sort of stuff it also means you can optimize your campaigns so you'll be able to see which ads are producing uh better results because you have that purchase data and which aren't which targeting options you use the best results which aren't so you can optimize accordingly you know just the stuff i teach pausing campaigns pausing ads uh sorry pausing ad sets pausing ads that don't

[3:47] perform as well all that sort of stuff it also means facebook's able to optimize much better okay the reason why conversion campaigns for many years now have performed so much better than other campaign options like traffic and things like that when you want to generate conversions it's because facebook uses all the data it gathers around the people that could convert and uses that data to inform who to put your ads in front of so for example if you're targeting men aged 30 to 55 and facebook has actually worked out that you get the majority of purchases from men aged 45 to 55 even though you've got wider targeting

[4:20] parameter facebook will zero in on the best audience for you likewise facebook will work out that if people are more likely to convert on facebook versus instagram they'll put more of your ad impressions on facebook if people in white is convert at 6 00 p.m in the evening versus 10 a.m in the morning they will show more of your ads at 6 p.m so facebook really relies on still being able to track who is taking certain actions like a purchase like becoming a lead those conversion events in order to optimize the campaigns and get you the best results possible um and just to show you the difference

[4:52] that that makes facebook estimated that if you removed the ability for them to track conversions it would have a six you would see a 60 decrease in effectiveness of facebook advertising but the good news is that is not happening that is not going away because even if facebook opts out facebook can still track one conversion event they can't track all the stuff they do but they can still track one conversion event which at the end of the day for the vast majority of facebook advertisers is all you should really be focusing on anyway like yes you can look at other metrics but if you're an e-commerce business you

[5:26] want to be looking at purchase numbers cost per purchase and stuff like that if you're generating leads for your website you want to be looking at cost per lead so you're going to lose other data if people opt out and on ios devices again this is not going to apply to android devices i need to make that clear um but or but but that is that is really big and that is really substantial and i think that for the vast majority of facebook advertisers it means you will still be able to advertise in the same way that you do now the best practice is still going to apply

[5:56] now we there is going to be less data coming through and there's a few other reasons for that which i'll get to get to in a minute um so it is going to make facebook advertising slightly less effective all things being equal before this update in in the sort of facebook advertising world we're in now and then after this update in the facebook advertising world we're going to be in there is going to be a slight drop in effectiveness facebook we're talking about it might be as much as 60 if they could not track any conversion events that's not the case they can track conversion events

[6:23] which is awesome so i would predict you're talking probably for most advertisers literally a five to ten percent impact negative impact that's it okay because remember it's going to be limited to ios users right this lack of tracking it's only then going to be for the people that opt out which might be most but it might not you know most people accept cookies just because that's the way the pop-up looks and it's easy just to click the accept button you know you probably do the same as i do on websites she's like oh whatever just get this pop-up out my way accept and carry on people may well do

[6:51] the same with this pop-up so it might not be that big a deal and then so it's only affecting a chunk of your target audience not all of it and then of those this is affecting it's nowhere near as bad as we first did and when i created that video a month ago i did say look it may not be a big deal here there may be reasons why it's not going to be such a big deal and it very much looks like that's not going to be the case now which actually fantastic and honestly if your facebook ad campaigns get seven percent less effective and that's

[7:20] make or break between it working for you or not um you probably won't gonna be able to run facebook ads over the long run anyway and there are things you can certainly do to overcome that drop okay so it very much looks like facebook advertising has continued to be a very effective strong advertising platform absolutely where you want to be investing your money absolutely where the vast vast majority of the businesses we work with see the best possible results much better than on most other platforms um so that is the good news a few other things i need to mention because we've got a bit more

[7:50] clarity around this now is that results aren't going to change as much as they might look like they're going to change i'll explain what i mean there's two big changes around that so instead of providing virtually real time data there's going to be a delay in reporting so right now if someone clicks on an ad goes to your website makes a purchase that's going to show up in your ad account almost immediately like there's a small delay but pretty quickly that's not going to be the case anymore we don't know exactly how long the delay is going to be most people think around about 48 hours

[8:22] something between 24 and 72 hours so one to three days it's going to be a delay period between when someone takes an action when you actually see the data so this is very important because of course if you start running a new campaign and you don't see any purchase for two days and you start panicking doesn't mean they haven't happened just mean it hasn't showed up yet okay so you're gonna have to do a little bit more work in terms of matching up the results you see on your facebook ad account to what the campaign is actually generating there is gonna be that delay so that's gonna just you have to think

[8:52] about that from a decision making standpoint you also are probably going to need to change your approach somewhat to you can't run an ad for a day and make an assessment on whether it's performing well or not because you won't have the data right same with targeting options you're going to need to give things like ads ad sets all that stuff a much longer time horizon than a day or two which if you follow my content you'll know i've been recommending for years anyway i like assessing things in general over a seven day time period because i think anything less than that is silly that's even more important

[9:24] after this update takes place and there is that delay in reporting you're just going to have to take a more longer term approach and look at things over a longer time horizon i think most facebook advertisers i've said this before if facebook just gave all facebook advertisers a weekly report or a monthly not monthly a weekly report they'd be better advertisers than looking at their own ad account day in tweaking this tweaking that changing this um and this delay and reporting in a way is actually going to help a lot of that so it's a bit of a double-edged sword that one there's definitely positives to it

[9:54] as well as as well as negatives so that's part of it the other part is that facebook are changing their attribution window so right now the default attribution window is 28 days click one day view what that means is that let's say someone clicks on your ad today but they don't buy for two weeks which happens all the time by the way people don't think it happens because they forget that when you're advertising on facebook you're advertising to real human beings it's not like a video game system right real human beings so what people do they might click on your ad they might check out your

[10:23] product like the look of it but go you know what you should do about research you need to find out what else is available need to find out if we need this one perhaps i need to have a chat with my wife or husband about it you know people there's all sorts of reasons why there's a delay in purchasing so someone clicks on an ad today buys in 14 days time that will still be registered in your facebook ad account with the attribution window 28-day click because it will capture all of those conversions that take place within a 28-day period after someone clicks and then one day

[10:52] view is one day after they've viewed an ad because for example someone might see an ad they might not click on it but they might remember the brand name give it a search in google then go ahead and purchase and that will still show up going forward the attribution window is getting rid of the view through so no if someone just views it and then googles and purchases that's you're not going to see that and they're going to be limited to seven day click so what that means is if someone clicks on your ad today and buys in nine days time two weeks time they are not going to show up as a

[11:19] conversion in your ad account so what does that mean that means that basically overnight when this change happens you might start seeing what look like worse results in your ad account but it's only that's only what it looks like let's say under the current system you generate 100 sales and you see 100 sales on your facebook account under the new system you might generate 100 sales but only see 80 or 75 in your ad account you still generated 100 sales the profitability and the results you've got from the campaign are exactly the same but you just missed out on some of the reporting because they're being limited and this

[11:59] can affect some business more than others if you're selling really cheap uh or inexpensive products it's an impulse purchase most people are going to buy pretty quickly so it won't affect you as much if you're offering something that's more of a considered purchase um and you regularly have long lead times only tracking seven days may well impact your numbers a lot so what you're going to need to do is look at the facebook ad account data and then look alongside your shopify numbers your um google analytics numbers and make sure that you're factoring in the additional purchases the additional conversions and leads and things like that

[12:37] that aren't being reported in your facebook kind of app it's not changing what's actually happening just what you can see very very important i'm going to be sort of hammering that home to all our clients when they're like what why have our results gotten worse you go no they haven't they just look like they have so that's uh that's very important um something else i wanted to mention around that yeah and that's by the way that's important to to think about in terms of attribution windows it's why now by the way if you were to assess how your campaigns did in january on february 1st um they would you know you might have

[13:08] generated you know thirty thousand dollars in sales if you then check what happened in january on february the 28th even though you still look at the same time period the results for january might instead of showing 30 000 uh dollars generated might be 38 000 generated 40 000 generated because there were all those people that clicked on an ad on like january 30th january 29th that then bought in february 2nd february 3rd and fate of facebook puts that data back to when they originally interacted with the ad so that's why again longer term it's just not how human beings are wired it's not what anyone wants to do people

[13:49] who are attracted to digital marketing are probably even more short-term focused than most with all the real-time reporting and stuff but the answer to all this is to crack on as as always but just stop being too emotional stop being too anxious around your own account don't panic think about the long term and by long term when it the long term on an ad is like three weeks we're not talking forever here you just can't be making decisions snap decisions after a week two weeks things like that budget accordingly right you need to have enough cash to run this campaign for a few months to really know how it's going to perform

[14:22] okay um so that's all the good news and that really is good news guys it does mean that for the time being the best practices that i teach in my courses all my other youtube videos like i've had lots of comments on my older youtube videos people being like does this still work with ios 14. the answer is yes yes it does which is which is absolutely fantastic with that said i am currently testing a number of different strategies that don't involve conversion based campaigns i very much hope that i never have to use them or that we're never in us that's not true i very much hope that we're never

[15:01] in a situation where we can't run conversion campaigns effectively which is what some of us feared when we first heard about ios 14 the updates that's not the case we can run conversion campaigns please keep running conversion campaigns to see the best results possible um but it's not impossible that there are future updates whether it's from large tech companies or government intervention where we're not able to run conversion campaigns it may well happen i said i very much hope and probably expect to be perfectly honest that we will be we will be i will be creating videos in five years time maybe even 10 years time where you can still

[15:38] run conversion campaigns on facebook and instagram and whatever new thing they're advertising on by then right um that's what i expect i think there's just way too much money involved in conversion campaigns it's think of all the advertising on google youtube facebook twitter all the various um just yeah i mean we're talking hundreds of billions of dollars at stake for it for it to go away so i don't think it's gonna go away but it could so i am working on other options and i will be releasing videos on those um it's definitely focused more around the long term it's going to be thinking in in in in 12-month time horizons as

[16:15] opposed to one month's time horizons um which is what a lot of conversion campaigns are assessed on now like direct-to-office stuff um so i'm working on those and i will have more information but for the time being all the stuff i've talked about still applies still gonna be using my cbo campaign structure still if you if you're a facebook ads insider's customer and all that stuff still apply i will have some more content in there but all that stuff still applies for now so crack on um just wanted to make sure you knew that another thing i wanted to to finally mention is that facebook are

[16:43] very much aware that this is an issue right that they are concerned about ios 14 they produce lots of literature on it they're trying to make it useful and they are actively working on workarounds okay they are actively working workarounds i am not going to discuss it in this video because it's another topic but the impact of ios the ios 14 update on people running app install campaigns is more significant it's gonna be more than the five to ten percent i'm talking about that most facebook advertisers running say conversion campaigns to their website are going to see and facebook are working on this hard and trying to find solutions because

[17:15] they know their business is on the line right facebook makes all their money from advertising if advertising on facebook is less effective they know that a lot of advertisers leave facebook's market cap goes through the floor their profitability good so they are you know they hire some of the smartest people in the world and they are working really really hard on combating all this stuff so i know a lot of advertisers feel like they're fighting against facebook because they get ads disapproving stuff but really at the end of the day facebook is very much on your side and they want to make facebook advertising as effective as possible so

[17:47] they're going to do whatever they can to uh to take this seriously okay hopefully that has been useful before we go couple of things i want to mention the first is a free webinar called three killer facebook ad strategies to double or more your revenue and because this ios 14 update is not gonna be anywhere near as impactful as we thought it was gonna be all those strategies very much still apply and i'd recommend you use them there are three strategies we've used with our clients for years very much tried and tested deliver fantastic results we generated millions of dollars with each strongly recommend you check out this

[18:19] webinar it's free link is in the video description below and one thing i should mention is that in this webinar right i break down the three sales funnels i'm talking about i also tell you which one you should be using depending on the products or services you offer that's really important because too many people teach one size fits all approach facebook advertising no you need different strategies for a 20 000 service as you do for a 80 product right you need different strategies because they're very very different things and that's what i showed in that webinar 60 70 minutes long trust me go check it out you'll be very very happy

[18:50] that uh that you did and the other thing i want to mention is our facebook advertising services so my company lead gurus facebook advertising agency we create manage and optimize facebook and instagram ad campaigns for our clients right now we have a minimum budget requirement of 3k per month so that's what we require for a business to be able to to work with us um but if you do meet that budget requirement then and you're interested in obviously finding out more about our services and how we might be able to help you get better results we've probably worked with a business like yours previously and you can go ahead and book a free

[19:21] call with one of my team members so if you click on the link in the video description below there'll be another one take you through to a page on our website where you can book a 30-minute strategy session very relaxed you know no obligation chat where you can find out more about our service we can find out more about your business and how we may be able to to help as i said we've probably worked with someone like you in the past before and um and yeah hopefully help you get the best results possible in 2021 so uh so yeah go ahead and do that and

[19:50] if you're interested and uh hopefully we get a chance to work together if you found this video useful please give it a thumbs up smash that like button please comment below to let me know um i can't get to all the comments but i do see them all subscribe to my channel if you are new and have done so already i will almost certainly be having more ios 14 updates over the next uh weeks and months because this is a bit of a changing beast and i will do my best to keep you guys informed and uh yeah best love living guys and i'll talk to you soon bye for now bye

[20:18] bye

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