For digital marketers, especially those that utilize Facebook and Instagram ads, the last two years have been a frenzy. First, COVID-19 caused havoc in 2020. Then, earlier this year, Apple released iOS 14.5. Now we're wondering what will happen to cookies on the internet
Survival has been the primary objective for most people, including the best social media marketing agency for small businesses. But it’s time to put to accelerate and change gear for thriving mode. In this article, we will discuss the two major developments that shook the entire Facebook marketing and see how to counter that.
- ● A review of the biggest shakeups from 2020 and 2021 by the best SMM service company in Bangalore.
- ● How to thrive on Facebook in 2022?
A Review of Facebook Advertising in 2020-2021
2020 and 2021 were among the most unexpected years for marketers since the 2008 recession. If you closed your eyes, you might have imagined yourself as the main character in the current Netflix series, with Apple and COVID-19 as the antagonists.
Let's take a look at both of them and see what they signify for Facebook advertising:
During the coronavirus outbreak, which began in March 2020, the world saw a dramatic decline in Facebook advertising expenditures. The best SMM agency companies near me predicted a 100 percent drop in business ads. Lower ad costs produced all-time highs in ROAS and revenue in numerous industries.
However, income and ROI have dried up in other businesses. So, depending on your sector, the COVID pandemic may have aided or hindered your promotional efforts. However, despite the presence of variants and fears of more lockdowns, expenses have begun to level off.
Just when social media marketing agency services believed things were settling down, Apple stated that iOS 14 would highlight consumers' privacy rights and provide more alternatives to opting out of tracking.
This was good news for people who care about privacy, but it was a rude awakening for internet advertisers.
The update finally arrived with 14.5 and enraged Facebook. The upgrade has had a significant impact on Facebook ads, in particular, affecting:
- ● Due to iOS 14's constraints, brands have lost a significant chunk of their custom audiences. Many people saw their retargeting lists shrink by 50% or more.
- ● Apple's restrictions have reduced businesses' ability to monitor the efficacy of their ads and prompted Facebook to estimate and aggregate data more than they previously did.
It's far more difficult to target specific audiences and even more difficult to track outcomes. Unfortunately, this is only the tip of the iceberg in terms of ad tracking and reporting. It appears that the cookies are disintegrating. In January, Google Chrome erased all third-party cookies, making their situation much more challenging.
How to Thrive on Facebook in 2022
These updates sound depressing. However, the majority of the marketing industry is unconcerned.
Some businesses have decided to shift their ad expenditure to other platforms, while many continue to engage in Facebook marketing. Indeed, social media marketing agency services predict that Facebook ad revenues will reach all-time highs in 2022.
Here is how you can keep your Facebook Ads successful in 2022.
Adopt and understand iOS 14.5
If you haven't already, your first step should be to become completely acquainted with the iOS 14.5 update and its impact on your advertisements. READ THE UPDATES: Take some time to read Facebook's update on iOS 14 if you haven't already.
If you run Facebook advertisements, you've definitely seen the prompts to validate your domain, adjust your event settings, and prioritize your most critical conversion events.
Diversify Your Ads and Experiment
Diversification, according to social media strategy companies near me, is a technique to improve awareness and test in a new environment. Run many sorts of advertising to evaluate which ones are effective. So much has changed in the last two years that it's time to generate new hypotheses and conduct new tests.
Set out to do a hardcore optimization of your digital marketing strategy and never hesitate to experiment with:
- ● Messenger Ads
- ● Instant Experience Ads
- ● Carousel Ads
- ● Video Ads
Extend your tests beyond locations to include new messaging, innovation, and targeting. Many industries are operating in a very different environment than you were in in 2019. If this is the case for you, don't fall back on previous assumptions.