How Apple’s Latest IOS Update May Affect Facebook Ads

IOS 14.5 has meant that Facebook is not able to track users as easily...

Working in Online Marketing and providing services such as Facebook Advertising to businesses throughout Sussex; it’s important for us to keep up-to-date with the latest developments and updates that may affect our online marketing strategies for our clients.

That’s why we are busy keeping track of how the latest IOS update from Apple affects Facebook Ads Delivery. IOS 14.5 has been in the pipeline since the start of this year and was released a few weeks ago. The update had a number of improvements and bug fixes; but one of the major updates to the operating system was the ability to prevent apps from tracking user behaviours.

ios 14.5 affecting Facebook Ads

You may have noticed that if you have a look at particular products and services online, perhaps shopping for a new pair of sunglasses; you might start seeing ads for sunglasses pop up more often, maybe also advertising for holiday destinations.

This is because when you visit most websites, they are tracking what products you are looking at. They want to be able to understand what kind of products you are looking for so that they can entice you to buy them. Facebook offers a tool that tracks it’s users on some websites and is then able to build up an incredibly accurate picture of your personality, career, and other important traits. Advertisers can then use Facebook to advertise, for example to people that are interested in sunglasses.

Simply by looking at sunglasses online, it can tell Facebook that you’re interested in buying a new pair of sunglasses or perhaps even going on holiday soon. This is such a powerful tool for advertisers and is a great way of getting your business seen by the right people.

However, the latest update from Apple has meant that Facebook’s tracking tool can be blocked from users devices.

What is Apple’s New Tracking Update in IOS 14.5?

Apple’s latest update gives users the option to ‘block’ any data collection and tracking tools used by Apps on their devices. This means that Facebook’s tracking tool is not able to collect any data on user habits on all IOS devices. With over 1 billion active iPhone’s worldwide, this is a considerable number of people that Facebook is no longer able to track.

Facebook has released a statement regarding the IOS 14.5 update, and has said the following;

In response to these changes, we will also start processing pixel conversion events from iOS 14 devices using Aggregated Event Measurement. This will support your efforts to preserve user privacy and help you run effective campaigns.

We’ll provide updates and additional resources to support businesses advertising on our platform as they become available.

Facebook Business Help Centre

Facebook are expecting the update will have some kind of effect on Facebook Ads, but they are working hard to make sure that the use of Facebook tracking tools and Facebook Ads remains a powerful tool for online marketing.

What this means for Sokada’s Strategies

We have been following developments between Facebook and the latest IOS update for a few months and we were aware of the effects this may have on our own Facebook Ad strategies. Thankfully, we have been able to monitor the situation as it develops, and the Facebook Ads we have running have not been affected by the update.

We are however continuing to monitor the situation, and will certainly adapt our strategies if necessary.

Interested in Using Facebook Ads?

If you haven’t heard of Facebook Marketing and its powerful tracking tool, you might be interested in finding out how it can help to advertise your business online. If you’d like to find out more about Facebook Advertising and the services we provide using social media, click here. If you’d like to speak to us about how we can help you with your online marketing strategy, call us on 01435 817 226 or email enquiries@sokada.co.uk.

What are you waiting for?

With Instagram being one of the most visited social media platforms, it is imperative that your business cuts through all that noise.

And if you have a shop, then why on earth are you not on Instagram already? Having Instagram shoppable tags on your posts now make it even easier for your customers to buy from you. And what is great is that you can actually see where your customers are coming from (with reporting facilities such as Google Analytics).

So what are you waiting for?

Shoppable tags (or product tags) are like tagging a person in a post, according to Facebook. Once you’re set up for product tagging, it’s a one-click solution to highlight new items for viewers to purchase.

Instagram Shoppable Tags

Make sure you have a Business Profile

First off, make sure your Instagram page is a business profile.

  • Go to your settings
  • Tap the Sign up for a business profile
  • Tap convert existing account
  • Connect your Instagram to your Facebook page
  • Navigate to set up your Business profile & review your contact information
  • Invite your contacts to like you!

How to set up Instagram Shoppable Tags

It really is very easy to set up and can increase the ways in which your customers can buy from you. Instagram should be linked to your Facebook business page, where you can set up your shop. You can only do this if you have physical products to sell.

A bit of Facebook Housekeeping First

You will need to agree to Facebook’s merchant agreement where you will be prompted to add a payment method. “Check Out on Facebook,” “Check Out on Another Website,” or “Message to Buy” are three standard options — or you can build it out by connecting with an existing Shopify or BigCommerce account.

Having set up your products in the Facebook shop, you then need to make sure your Instagram account is connected to the Business Manager associated with your Facebook page. Once you have connected the two you need to create a new catalog or identify an existing one so that you can use these products with shopping on Instagram.

In Business Manager, view the large menu via the top left button next to the Facebook logo. Select ‘all tools’ if you don’t see the full menu, navigate your mouse over to the assets section and select catalogues. You should see a list of catalogues containing all the products you’ve added to the Facebook shop. If not, you can add one with the ‘Create Catalogue’ button to the top right of the page and add products this way.

And then onto Instagram

Once you fulfill the above requirements, your account is reviewed for access to the feature. This may take a few days, but you should eventually receive a notification to turn on product tagging in your Instagram Settings.

The final step in the process is to select the product catalog in the ‘shopping’ settings in your profile. Once you have done this you should be able to start tagging. If you don’t see the ‘shopping’ option, your account may still be under review.

So now you’re ready to start tagging. Simply start to draft a post – add the caption, effects and so on. Don’t forget all your hashtags – find new people who want to follow you!

Then tap the products in the photo you want to tag and share away!

Be creative

You can afford to be subtle. All shopping posts will have a little tote bag in the lower-left corner that confirms for the viewer that at least one thing in the post is for sale. So your product doesn’t have to be the main focus of the image. Be subtle or be bold – your choice!

If you are not used to using Instagram, then please see our previous post on how to be succesful.

 

A bit about Wanted on Voyage

What a great small business; a passion for the outdoors and a vision for a business has brought Wanted on Voyage to Heathfield High Street. They enable you to get hands on with a lot of very high quality travel equipment, that normally you would have to buy before you can try. The core of their stock is manufactured by Thule whose name you may have seen on car roof boxes and bike carriers. They are also a regional distributor for Thule.

Wanted on Voyage

They now also stock items from other manufacturers like Jurni, Lifeventure, Trunki, Vango and Eastpak; increasing their range to include backpacks, travel cases for children and adults and all the accessories you can think off to go along with them. The high street shop is an aladdins cave of cool stuff.

What they wanted

Thule Bike RackThe basics of the project was to create a high quality website that sold a wide range of products, as well as helping to promote the high street shop. Yes you can buy a roof box online, but delivering it is going to be tricky and if you can pop into the shop and actually see it and compare it to other roof boxes it will make buying the right one so much easier.

There were also other benefits to popping into the shop which they wanted to get across. They offer a FREE fitting service so not only can you choose the right roof box but they will show you how to fit it. For those infrequent travellers, there is also a roof box hire facility. If cycling is your thing then you will understand how important it is to get the right bike rack and again they offer a wide selection and the chance to get up close and see what you are buying.

It’s all about the voyage

So if you are planning a trip in your car and need to fix something to it, Wanted on Voyage will be able to help, from bike racks to roof boxes and all the accessories you may need; they even sell lights for the inside of your roof box. They can also help you with travel cases and backpacks to put in your roof box.

You can buy online at www.wantedon.voyage or fully immerse yourself and pop into the shop at 71 High Street, Heathfield, TN21 8HU.

If you need something urgently why not call them on 01435 868158.

Many of the businesses we design for really struggle on how to write great website content. They want to find the words that will attract their potential buyer, be unique, but they also don’t necessarily want or know how to write it themselves!

Content can be a challenge

As a web design company, this is probably one of the largest challenges for us, as well as our customers. They may be experts in their field, but writing interesting and compelling information for their customers can be a real challenge. This can sometimes make a newly designed website late in going live – the copy can sometimes be a real sticking point!

how to write great website contentThere must be enough text on the website to make it look professional when it is published on the internet – one paragraph on a page will look as though the customer has not bothered. It needs to have a decent amount of words, (at least 300) so that search engines will find the pages, index the website and bring potential customers to it.

Websites with technical information should not just be copied from another website. Obviously the specification must be accurate but text should always be individual to each business – Google will not like it if you use duplicate text and you will really struggle to get your website indexed effectively.

Don’t be tempted to steal information or text from other websites! You could be caught…

So where do you start?

  • Make notes and bullet points to get you started. Write some key points that you can then elaborate on.
  • Do keyword research – it is vital to pick the right terms for each page. That way you are half way there with regards to marketing your website!
  • Think about the titles you want on your website and how they will interact with your customers. This will then give you ideas on where to start writing.
  • Start to break down the above three points and write your information in more detail. If this is a point you find really hard, then a good website copywriter could help. They will be able to write effectively for a website and will know about keyword density as well as not “spamming” or “keyword stuffing” the copy. But have a go yourself first and see how you get on – you are the expert at what you do, after all!
  • Keep your paragraphs relatively short and to the point – don’t necessarily write one sentence and then drop down a line, but alternately, great long paragraphs will really make people switch off.
  • Break each page up with the sub-headers you have already thought about and make each one interesting. Don’t just use the main top title, with a huge amount of text underneath – break it down into more bite sized chunks!
  • Use images to show what you are selling. Make sure they are your own though….don’t forget copyright! Images and photographs can break up a page and make it more visually interesting, whether it is an online shop you have or a brochure website.
  • Make sure there are no spelling or punctuation mistakes – many people will be put off by this.
  • There is an optimum limit on the internet for page width and the way people’s eyes move over the page – ensure your website designer understands this.

Basically you need to write about what you know; your own products or services. You are understandably the best person to promote your business and your website must show this. However, not everyone is up to the job; you may be an expert in your own field, but writing good quality copy for a website can be a real challenge. The guys at Sokada can help you with this, as well as with regular blogging, that will help to keep your website vibrant, interesting and current – all extremely important for search engines to keep coming back to look!

So if you feel like you are walking through mud and don’t know how to write great website content, then at least we have helped you get started with all these ideas. If you are really put off by this and what to chat through your options, then please call us on 01435 817226 and we can offer some alternatives.