What’s up with Google, Facebook, iOS 14 and how you can adapt
There has been a lot of talk about Google, Facebook, and the iOS 14 update in the recent media. Lots of ‘he says she says’ about what content is going to be allowed or banned. So, what’s really going on, and what does it mean for pay per click advertising?
Australian News Content on Google & Facebook
Most of the changes we’ve been seeing on these digital platforms have to do with news content. The Australian Government recently proposed a media bargaining code. In simple terms, the Australian Government wanted to implement a law that would force Google to pay for news content. After some back and forth, Google threatened to pull their entire search engine from Australia, which could have been disruptive for Google Ads targeting Australia. Luckily, it didn’t come to that. Google later responded with its own alternative solution and has since entered into partnerships with 50+ news publishers in Australia. So, the situation seems to have stabilised. Even so, we’ve often said that it’s worth having a look at Microsoft Ads (Bing Ads) to branch out into other markets. Now is as good a time as any to check out Microsoft’s PPC platform, if you haven’t yet!
On the Facebook side of things, negotiations weren’t as smooth to start. Most Australians would have noticed recently that news accounts were no longer available. However, Facebook then announced they will be reversing this news ban after talks with the Australian Government. It appears that both sides have agreed to make amendments, so there’s a positive solution for all.
Apple iOS 14 Impacts on Facebook Ads
Apple’s most recent iOS 14 update now asks users if they would like to opt-out of certain data collection and sharing. This means as more people are updating their iPhones and opting out, data will be limited for app and web conversion events. So, Facebook can’t track as much information for ad personalisation and performance reporting.
The biggest change we’ve seen on Facebook has been the attribution window changing from 28 days to 7 days. This means conversions will only be counted if they occur within 7 days. A lot of our PPC specialists haven’t seen a dramatic change in results as a consequence of this. Cost Per Acquisition (CPA) metrics appear to be increasing slightly in some campaigns, but that’s logical when we consider our purchase cycle.
One other concern is audience sizes. Audiences play a huge role in targeting Facebook campaigns. For businesses that already have small audience sizes, this may mean limited reach. We can combat this, though! By expanding and diversifying our target markets, we can find new and creative ways to target them. Or, we can reduce the budgets so we don’t fatigue our audience.
So, what can we do?
These updates are almost in full effect but we haven’t seen a slow down in advertising. It’s about human behaviours – and people are still using these platforms as they did last year. At Vine Street Digital, we’ve been preparing for these updates for months. So, these changes haven’t had a dramatic effect on our campaigns.
There are certain preventative measures we can take in relation to the iOS 14 updates. As we are a Facebook Preferred Agency Partner, we have a representative that prepared us for the changes. They outlined some actionable items we could implement to mitigate the effects. A few of these included verifying your domain and implementing Conversion API, which can be done at any stage.
It would also be a good idea to review your historical data in terms of your purchase cycle. Find out how long it actually takes for someone to convert. If it’s over 7 days, you might want to consider changing your CPA goals to accommodate for this.
I believe there is a really important point we should take from all the changes happening in the digital world. As the old saying goes, ‘Don’t keep all of your eggs in one basket’. Diversifying your marketing strategy is going to lead to a more holistic and effective approach. You could tap into a whole new market you weren’t aware of or didn’t understand prior to now. It’s always worth having a chat with your PPC specialist about which other platforms could be effective for you. Reach out to us any time!
Written by Malinder Ah-chong