Privacy’s Impact on Facebook Ad Targeting (+8 Tips to Succeed)

Facebook has been an insane effective marketing platform for nearly ten years now. It belongs to the duopoly most companies talk about, along with Google Ads, as they are the simplest platforms to begin with in marketing.

Specifically, iOS 14s feature where users can decide out of app tracking, and Googles decision to remove third-party cookies. However there are still ways to successfully promote on Facebook. In that light, Im going to

Throughout the years, the targeting options have gotten super granular to help you much better reach your prospective consumers.

In recent years, personal privacy laws and other considerations have caused Facebooks targeting choices to undergo rather a number of modifications– much to Facebooks discouragement.

Go through the 4 core Facebook ad targeting options.
Discuss briefly how they work.
Describe how theyll be impacted.
Provide some pointers on how to adjust.
First, lets take a look at how iOS 14 and the deprecation of third-party cookies will affect Facebook ad targeting in general.

What kind of data does Facebook advertisement targeting use?

This, of course, will be impacted by the deprecation of third-party cookies.

Website and app audiences are affected by the iOS 14 app tracking opt-out function given that users can opt out of being tracked across the web by apps. If your targeting relies on cookied website visitors, it will likewise be affected by the deprecation of cookies.

Targeting with Facebook data is not affected by the iOS 14 tracking opt-out function, considering that this is Facebooks first-party data that it collects on its own platform.

Third-party data

Facebook information

Your own information may consist of a mix of first-party or third-party data.

Its unclear exactly what third-party data is used for Facebook ad targeting, but Facebook states it uses “Data readily available from third parties to assist advertisers discover useful audiences to target.”

When setting up a Facebook advertising campaign, you can create powerful audiences based on a number of targeting alternatives. Information sources for these targeting options consist of Facebooks user data, your own information, and third-party information

Your (the marketers) own information.

This consists of demographics, interests, areas, connections, and behaviors.

Alright, lets move on to the four primary types of Facebook ad targeting choices, what difficulties they deal with due to privacy regulations, and what you can do.

This consists of targeting people based on their engagement with your organization through your website or app, or offline. You can likewise produce customized and lookalike audiences once you have sufficient pixel data, or upload consumer lists based upon email addresses.

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Facebook ad retargeting audiences

Advertising isnt always about discovering new audience members. Its equally important to reengage those who are currently knowledgeable about your brand through Facebook remarketing.

How Facebook retargeting works

There are rather a variety of audience alternatives to pick from with a Facebook retargeting campaign. You can retarget users who have shown interest in your service based upon:

Your own data: website or app activity, offline activity, and client lists.

Facebooks information: users who have engaged with your other Facebook assets, including videos, lead kinds, Instant Experiences, Events, service page, and more.

Privacy-first Facebook retargeting obstacles

Thats one issue.

At the very same time, Im also getting this message saying that I likewise cant omit everyone I would like from my campaigns due to the fact that of … you thought it … data loss.

In any account I manage, Im getting warnings like the one listed below telling me that my audience likely will not consist of everyone who has been to my site due to tracking data loss.

So not just am I not able to retarget everybody who has actually been to my site, but Im now also not able to exclude everyone who has actually purchased– due to personal privacy restrictions. This is one of numerous difficulties listed out in our post on what iOS 14 methods for your Facebook ads.

” Your Sources” are the targeting options that are affected the most (and most straight) by all the tracking changes were experiencing now.

Privacy-first Facebook retargeting pointers

Here are suggestions from Facebook and from myself.

1. Use broad targeting & & audience growth

For Website and App activity targeting, Facebook advises using broad targeting and targeting expansion. I have two suggestions.

2. Publish consumer lists

Customer lists let you submit a list of user names, e-mails, phone numbers, etc. into an ad platform for matching to that platforms database. When a user is matched, theyre added to your list and youre able to target them..

However the concern here is that not all users have the ability to be matched. Possibly they gave you a phony email or merely a different one than what they registered for Facebook with. Or they have several e-mails and Facebook isnt familiar with that.

No matter the cause, consumer uploads can be a fantastic way to backstop the loss of cookied website visitors, however it will not be a complete solution.

Customer lists are one method to attempt and reduce a few of these losses, but they arent and have actually never been best.

3. Count on Facebook sources.

Privacy-first challenges to Facebook lookalike audiences.

My tips here are the same as for retargeting audiences.

While there are some Facebook Lookalke Audience best practices you can employ to guarantee youre maximizing them, there are likewise some factors to consider with the most recent round of personal privacy modifications.

Any of the alternatives listed in this 2nd area are going to be a fantastic way to reengage with your target audience on the Facebook platform, even if youre not able to utilize your website visitors notes as successfully.

The simplest method to have complete tracking abilities for your target market is to stop depending on the uploads and cookies entirely and merely depend on the platform interactions instead.

Facebook advertisement targeting with lookalike audiences.

Instead of rely on particular behaviors or demographics, Lookalike Audiences enable you to pick a source audience (a retargeting audience) that Facebook will then examine, classify, and use to discover users who behave likewise to the users because list

Since Lookalikes are based upon maker knowing from retargeting audiences, those information losses will likewise impact your Lookalike prospecting. Lookalike effectiveness will really depend on how well you can create source audiences for Facebook to model from.

.

Anything in the second section is a Facebook-owned data source, meaning that Facebook owns that touchpoint and isnt based on privacy concerns if they utilize that interaction to target somebody.

How Facebook lookalike audiences work.

Privacy-first ideas for Facebook lookalike audiences.

Lookalike audiences is one of our ridiculously effective Facebook advertisement targeting methods. This has long been Facebooks support targeting alternative and, in my experience, tends to do quite well for the majority of accounts.

4. Keep away from website audiences.

It might be worth taking an action far from the “all buyers” or “website visitors” audiences to find a new source, as those website-based audiences are likely going to be less reliable than they used to be.

5. Stick with Facebook information sources.

As I pointed out earlier, its going to be in your benefit to possibly move into the Facebook information source lists as those will continue to occupy and maintain their information stability.

Facebook advertisement targeting with prospecting audiences (behavior & & interest)

Simply like with any other list division procedure, its simpler to come up with lots of nuanced groups within a list if its a huge list to begin with. The crackdown on third-party pixels essentially means Facebook will have a smaller list of signals to develop new target groups from.

You can discover behavior and interest targeting options by searching their predefined lists or you can begin typing into the in-depth targeting search box and find private targeting options.

Theres not a lot you can do for this obstacle to Facebook ad targeting.

How Facebook behavior & & interest audiences work.

Thinking about the brand-new personal privacy laws and other changes like the iOS 14.5 personal privacy changes, some of these targeting choices are in jeopardy of changing.

I think Olympics targeting will still be around, however rather than a list of years and TELEVISION network names, we might only see “Summer Olympics” and “Winter Olympics,” or maybe even just “Olympics.”.

Privacy-first challenges to Facebook behavior & & interest audiences.

As you can see above, when you look for Olympics, you exist with great deals of different interest targeting choices for different years, summer season vs winter season, NBC, etc

. Among the biggest benefits of Facebook is the ability to discover net-new users to engage with your brand name. Facebooks prospecting capabilities have been lightyears ahead of other platforms for rather a while now, but many of the ways they get their insights and audience segments are changing.

These are generated by both on-Facebook/on-Instagram engagement as well as third-party sites around the Facebook Audience Network. These additional sites are categorized in such a way as to permit Facebook to presume your interests and habits based on what sites/pages you check out (which is also how you create custom-made audiences in Google Ads).

An example I used just recently pertained to this summer seasons Tokyo Olympics.

These targeting alternatives can be really powerful. You can target users who are interested in finance, but not just fund in basic. You can sector by users who are looking at topics associated with credit cards vs insurance coverage vs home loans:.

Privacy-first tips for Facebook habits & & interest audiences.

. In the future, with signal loss from third-party tracking pixels around the Facebook network, itll be harder for Facebook to develop these segments with the same level of uniqueness.

6. If youre fine with it), choose into tracking yourself (.

The only genuine action we marketers can take to assist guard versus this information loss is from a consumer viewpoint, and thats to choose into third-party tracking for yourself separately. This is a really small change and likely will not make a substantial impact, but thats truly our only tool..

7. Use it while you can.

From a project technique viewpoint, its most likely in your benefit to make the most of these specific targeting options now while theyre still around however prepare yourself and your clients for targeting loss in the future and start to look at other targeting choices to assist fill the void.

Here we can target individuals based upon their education level, monetary or relationship status, whether their moms and dads or not, and more.

Facebook group targeting is based upon the info users supply to Facebook about themselves.

Privacy-first suggestions for Facebook group targeting.

Privacy-first obstacles to Facebook market targeting.

The 2nd market targeting option is found in the exact same Detailed Targeting box I revealed from the interest and habits targeting above. As you can see, these are far more innovative demographics:.

There are 2 primary types of group targeting on Facebook. The most basic option is by age and gender:.

How Facebook demographic targeting works.

Although these may seem like very powerful options, and they can be– in my experience, they are better focused and applied to those kinds of choices most explored on Facebook.

In general, I think these will remain fairly well given the self-reported nature of their targeting and likely wont be impacted unless some brand-new take on the personal privacy laws are begun.

Facebook advertisement targeting with prospecting audiences (demographics).

8. Target personal demographics.

Depending upon how youre trying to reach users on the Facebook Ads platform, you are likely going to need to be versatile in the coming months and years to the ever-changing landscape of online user personal privacy.

Challenge: Not most likely to be affected due to the self-reported nature of this information.
Tips: Stick with the more popular market details individuals share on Facebook.
Last notes on Facebook ad targeting with iOS and without third-party cookies.

Privacy-first Facebook advertisement targeting wrap-up.

Challenge: Loss of third-party cookies will make in-depth interest/behavior targeting less granular,.
Tips: Take benefit of them now, choose into tracking yourself, get acquainted with other targeting options.
Demographics.

Make sure youre monitoring your targetings efficiency and be all set to be versatile and adjust to what youre seeing. The marketers who react and adapt the very best throughout these times will inevitably be the ones who triumph.

For that reason, the targeting choices in this section that more closely connect to somebodys individual life are usually a better bet than something outside of it.

From our epic Facebook advertisement targeting infographic.

Some of our existing options are going to be deteriorated or removed completely, however there will be alternatives to help you backstop those losses and potentially test completely brand-new alternatives in their place.

Lets rapidly summarize:.

One of the greatest benefits of Facebook is the ability to find net-new users to engage with your brand. Facebooks prospecting abilities have been lightyears ahead of other platforms for rather a while now, however many of the methods they gain their insights and audience sectors are altering.

Obstacle: App tracking opt-out and loss of cookies will restrict accuracy of app/website traffic-based audiences.
Tips: Try client lists, or avoid website-traffic-based audiences and lean on Facebook sources.
Habits & & interests.

There are still ways to effectively advertise on Facebook. Maybe they offered you a fake e-mail or just a different one than what they signed up for Facebook with. Or they have multiple e-mails and Facebook isnt conscious of that.

What I suggest by that is people are most likely to discuss getting engaged, how their kids are doing, or whether they bought a brand-new home. Youre less most likely to see something about their education level or job experience.

Retargeting & & lookalikes.

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