The New Age of Retargeting: How To Do Lead Generation on Facebook After iOS 14

The marketing landscape has significantly changed since the release of iOS 14, with Apple’s new privacy measures forcing marketers to adapt their strategies, especially on Facebook and Instagram. But worry not, because we’ve got you covered. In this article, we’ll reveal the secrets behind Melbourne’s top social media agencies and provide the latest and best ways to effectively retarget for lead generation on these platforms.

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Utilise Facebook’s Conversions API

One of the most effective ways to retarget for lead generation after iOS 14 is to integrate Facebook’s Conversions API. It allows you to share web events directly with Facebook, bypassing the limitations imposed by Apple’s privacy policies. By doing this, you can maintain an accurate tracking of conversions and optimise your campaigns accordingly.

Rely on First-Party Data

With third-party cookies becoming less reliable, it’s essential to focus on first-party data. Collect email addresses, phone numbers, and other customer information through forms and website sign-ups. Use this data to create Custom Audiences on Facebook and Instagram, enabling you to target your ads more effectively and generate leads.

Leverage Lookalike Audiences

Once you have a solid Custom Audience, create Lookalike Audiences to expand your reach. These audiences are comprised of users who share similar characteristics with your existing customers. By targeting Lookalike Audiences, you’ll be able to find new, high-quality leads that are more likely to convert.

Focus on Engaging Content

To stand out in the competitive Melbourne market, create engaging content that captures your audience’s attention. Use eye-catching visuals, compelling headlines, and informative copy to encourage users to engage with your ads. The more engagement your content receives, the better it will perform in the algorithms, ultimately leading to increased lead generation.

Optimise for Mobile

Considering the rise of mobile usage, it’s crucial to optimise your ads and landing pages for mobile devices. Ensure your website is responsive, and your ad creatives look great on various screen sizes. With the majority of Facebook and Instagram users accessing these platforms on mobile, a seamless user experience is essential for effective lead generation.

Test and Analyse Your Campaigns

Finally, continuously test different ad creatives, targeting options, and bidding strategies to identify the most effective methods for your campaigns. Use Facebook and Instagram’s analytics tools to gain insights into your audience and ad performance. Regularly analyse your data, and make data-driven decisions to optimise your lead generation efforts.

The iOS 14 update may have brought new challenges for marketers, but it has also encouraged innovation and adaptation. By embracing these strategies and staying up-to-date with the latest developments, Melbourne’s Marketing Samurais can effectively retarget for lead generation on Facebook and Instagram. So, get ready to conquer the digital landscape and generate high-quality leads for your business.

Update and Optimise Your Facebook (Meta) Ecosystem

Optimising your Facebook Ads Manager is crucial for running successful ad campaigns that generate high-quality leads and conversions. In this guide, we’ll delve into the technical aspects of using Facebook Ads Manager effectively, including creatives, ad copies, and essential activations such as pixels, event optimisation, and domain verification.

Optimising Facebook Ads Manager

To optimise your Facebook Ads Manager, you need to:

1. Organise your campaigns using a structured naming convention that reflects your objectives, targeting, and ad types.
2. Use Campaign Budget Optimisation (CBO) to efficiently allocate your budget across ad sets and achieve the best results.
3. Continuously monitor and adjust your ad placements, bidding strategies, and audience targeting to improve performance.
4. Implement Automated Rules to make real-time adjustments to your campaigns based on predefined conditions.

Crafting Compelling Creatives and Ad Copies

A successful ad campaign requires eye-catching creatives and persuasive ad copies. Here’s how to achieve this:

1. Creatives: Utilise high-quality images and videos that align with your brand and resonate with your target audience. Test various formats such as single-image ads, carousel ads, and video ads to determine which works best for your objectives.
2. Ad Copies: Write clear and concise headlines and ad text that highlight your unique selling proposition (USP) and include a strong call-to-action (CTA). Experiment with different ad copy variations and use dynamic creative options to find the most effective combination.

Essential Activations

To ensure your ads run smoothly and provide accurate data, you need to set up the following essential activations:

1. Facebook Pixel: The Facebook Pixel is a code snippet that you place on your website to track user actions and measure the effectiveness of your campaigns. By installing the pixel, you’ll be able to create Custom Audiences, retarget users who visited your site, and track conversions.
2. Event Optimisation: Events are user actions on your website, such as page views, form submissions, or purchases. Use Facebook’s Event Setup Tool or manually add events to your pixel code to track these actions. Properly configuring events allows you to optimise your campaigns based on specific actions and gain valuable insights into user behaviour.
3. Domain Verification: Verifying your domain with Facebook confirms your ownership and prevents other advertisers from using your domain to run ads. This step is crucial due to the iOS 14 update, which requires domain verification for configuring conversion events. To verify your domain, follow Facebook’s instructions on adding a DNS TXT entry or uploading an HTML file to your website.

Optimising Your Meta ecosystem and setting up the necessary activations are vital for running efficient and effective ad campaigns. By mastering these technical aspects, digital marketers and marketing managers can create powerful campaigns that generate high-quality leads and conversions. Stay ahead of the competition by continuously testing, analysing, and refining your strategies to maximise your Facebook advertising success.

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