Since the iOS14 updates – the lack of third-party data has really changed the game for me regarding Facebook ads, and I’ve had a lot more success with my campaign lately.
If you’re running ads on Facebook, the changes that have been made will impact your ad campaigns, so I’ve put together this step-by-step guide on creating a high ROAS Facebook Ads campaign for 2022.
I’ll be including a diagram of my new Facebook Ads CBO funnel to see how everything works together.
Before I get you directed to the campaign, many of you are unaware of the iOS 14 update and how it affects Facebook Ads. Let me explain.
What Is the Apple iOS 14 Update?
Apple’s latest update to their mobile devices operating system is a huge win for privacy advocates and those who care about how much information they share with companies.
The new ‘update gives users control over which third-party apps can access certain data, like your location, during specific times when you’re using them primarily so that advertising services don’t have unnecessary insights into our lives without explicit permission first.
What Does iOS 14 Mean for Facebook Ads Advertisers?
The loss of third-party tracking apps has meant advertisers are now at a disadvantage when it comes to insight into customer behavior. They had access before, but that’s gone, meaning no more data on how people interact with their ads or what they’re interested in purchasing from them.
In a nutshell, the constant shrinking of audiences and increasing difficulty in converting has created an attribution problem for all parties involved. This is compounded by people spending more time within apps and not on browsers, where cookies could be used to track their activity.
Let’s not get deep into technicality, though my sole purpose for this post is to get out of that and start making great ROAS again.
In this document from Facebook, you’ll learn more about the possible effects of iOS 14 on your campaigns.
Striking Results I Got From This Facebook Ads Strategy
Before I dive into the step-by-step guide, I wanted to share with you guys some of the results that I’ve been able to achieve with this new Facebook Ads strategy.
Few Important Things to Keep in Mind Before Diving Into Campaign
Here are some important things to keep in mind before you get started:
- Conversion objective optimized for purchases on all ad sets by default.
- The total starting budget I recommend is at least $80USD
- Bad ads, products, and offers cannot work with any campaign structure.
- Because this structure is not a funnel shape but a diamond shape, I don’t call it TOF, MOF, and BOF but instead Level 1, 2, and 3.
- When I say the word “data,” I refer to people on Facebook who see your ads or become part of your custom audiences.
- 1st party data is data collected on Facebook’s platform
- 3rd party data is data collected on your website through the pixel or email list
3-Steps to Get 4 to 8x ROAS on Your E-commerce Store Using Facebook Ads
At the end of this section, a diagram of these steps will be shown to help you visualize it.
Level 1 – Capture
I’d like you all to remember that we need to think about how users will be able to access our content. One way is with videos, which will require us to have low entry barriers if they want in on the action.
When you create Facebook campaigns that target the individuals most likely to buy (conversion campaigns optimized for online purchases, precise interest targeting, high-quality look-a-like audiences, etc.), you want to utilize as much data as possible. The beauty here is not just showing someone an ad but rather making sure they see something which will motivate them into taking action.
It’s like giving a kid a piece of candy to get them to do what they want.
The problem is, sometimes the candy isn’t enough. The child might not want the candy, or they might be full. They’ll only take the candy if it’s something they want.
This is where retargeting comes in.
You can think of it as a way to offer that child another piece of candy, or in our case, an additional ad, i.e., retargeting.
There’s a store in the mall; everyone there is most likely there ready to spend money. The people in that mall are high-quality data, and the store wants to “capture” and advertise to those people as much of that as possible. The key to getting high-quality data is choosing the right targeting options when you’re running advertisements.
If your goal were only reaching people who had gone into stores and looked around, then one option would be showing ads exclusively for those individuals – but this may not always work since they could walk out without buying anything. It’s better to make our target selection inclusive of everyone in a given area, so there isn’t any room left unspoken, either too few visitors or unnecessary distractions from other marketers vying for attention.
This is how you can “capture” high-quality data with negligible barriers for your online store.
Before iOS 14, we would use 3rd party data to determine how close someone is to become a buyer. But with OS14, it’s been limited, so now my strategies must change drastically, requiring me to use reliable first-party sources properly instead.
Capturing data can be very affordable compared to the strategies before iOS14. You will only need $0.10 for one unit of captured 1st party marketer’s persona, whereas pre-iOS may cost as much as three clicks or five cart items to join MOF/BOFs audiences with your campaign if you’re using these platforms.
The ad content for this campaign is more of a product or brand introduction.
Level 2 – Nurture
Once the data is captured, we need to nurture them with an omnipresence strategy.
What this means is that we want to make sure the people in our target audience as online retailers to see our ads as often as possible. We can do this by targeting them with multiple ads, angles, videos, images, everything, and running ads to them regularly.
The objective of this phase is to have the best-funded campaign. This stage of the plan, once completed, should be the most financially endowed campaign. This is due to the fact that nurturing data demands more impressions of high-CPM and higher overall marketing cost per click. However, the cost per conversion will be far lower than a Level 1 campaign if everything is done correctly.
To attract your most loyal consumers, you need to keep them interested and engaged. That’s why this Level 2 campaign will be focusing on building a relationship with these people by giving them more of what they like – in other words: a multi-tiered approach that includes many advertisements, angles, special offers, and goods.
You are a smart shopper, so use your brain to find the best deal. Ads here need some persuading with benefits and features for shoppers like yourself to get what they want. Sometimes discounts can help too, such as free shipping or 10% off on the first purchase.
Level 3 – Convert
If someone has already seen an ad in level 1 and is about to see another one, you should put your best offers front and center. This could be considered the Black Friday sale but with even greater profits.
Once you’ve captured and nurtured your audience, it’s time to start converting them. This is the final stage of the process, and it’s where you start making sales.
The ads in this stage should get people to buy your product or use your service. You should be using your best-performing ads and offers to try and close the sale.
Here are some tips on putting deals together:
- Use a catchy headline.
- Use images and videos that show your product or service in use.
- Use strong call-to-actions that tell people what to do.
- Use a sense of urgency to get people to act now.
- Offer discounts or coupons to encourage people to buy
- Make it easy for people to buy your product or service.
- Show off your best features and benefits to persuade people to buy
This diagram should help those stumped by the iOS14 changes and wish to get better results with their Facebook ads.
Summing Up All Levels
To have a high-ROAS Facebook Ads campaign, you need to follow these three simple steps:
- Capture data with first-party sources
- Nurture the data with multiple ads and impressions
- Convert the data into online retail sales
If you can do this, you’ll be able to create a highly effective.
That’s the framework for the online advertising campaigns I’ve been working on for the past few months. Although they all use similar strategies, the details are very different from one to the next.
One ad account runs tons of traffic towards a 5% Lookalike audience, and the other is running only to interest audiences. One ad account spends $500/day towards 7 campaigns, and another spends $100/day towards 2 campaigns.
The thing that determines what should be implemented for one ad account and not another is this: data. The amount of data, the quality of data, the type of data.
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