Day 384: FB Advertising Changes

Yesterday I was explaining 5 things every successful business owner hears along their journey…

Speaking of journeys…

My wife went to yoga class and the instructor handed her a yoga mat and told her to do what she felt comfortable doing…

She grabbed a yoga mat, lied down and had a nap.

In other news…

The hardest part of following Dave Ramsey’s advice of quitting my morning Starbucks habit… is deciding if I should buy a Hollywood Mansion or a French Ski Chateau..?

*$5 questions… $5 answers*

Anyhoo…

‘Apple / FB Advertising Changes’

On Monday Apple rolled out iOS 14.5 and changed the online advertising game…

Forever.

*Insert dramatic music*

If you have coaching clients that advertise online or you just want to understand where it’s headed…

You’ll want to read this to the end.

Before I start:

Cookie = Tracker.

If they ask you to ’enable tracking’ no one would ever say yes… ‘enable cookies’ sounds like the Cookie Monster is coming.

Back to the changes…

Online advertising heavyweights have been discussing this for months and it affects everyone that relies on third-party tracking.

Translation:

Anyone that knows what they’re doing.

In a nutshell…

With Apple’s new upgrade they’re automatically opting you out of third-party tracking and you now have the option to ‘opt in’.

Obviously, unless you’re an insanely lonely individual, that’s not going to happen.

FB, who are most affected by these changes, are creating a whole host of changes to get their advertisers ready.

They’re requiring businesses to verify their domain names and allowing them to optimize eight events.

Eliminating any 28-day data tracking… leaving only 7 days of data

Eliminating a whole suite of funky tools like analytic attribution, ‘favorite audience insights’ and removing the functionality where you can target by connections (people that liked, commented, shared a page, plan to attend an event or installed an app… plus the friends of those connections)

And this is just the beginning.

As Apple users start installing the upgraded iOs and subsequently automatically opting out of tracking… advertisers will lose all their pixel data.

Translation:

You will not be able to create lookalike audiences to those events

You will not be able to target website visitors or any other pixel event.

You will not be able to exclude users (if they bought as an example… you can’t cancel them out of the specific campaign)

You will not be able to retarget your advertising towards business owners using their email addresses or phone numbers (Previously you could match their email address/phone number to their Facebook username which was like a targeted advertising Superpower)

Plus far more changes to come.

Good news… this is not the end of successfully advertising online.

Here is what I’d do:

Download all your ad tracking from the past 12 months.

Calculate Ad spend / Revenue from current campaigns (this is your ‘control’)

Calculate your total FB ad spend per week and divide by revenue from that ad spend (once again this is your FB ‘control’)

Calculate your total Instagram ad spend per week and divide by weekly revenue from that ad spend (once again this is your IG ‘control’)

Calculate your total Google ad spend per week and divide by revenue from that ad spend (this is your Google ‘control’)

Calculate any other online lead sources the same way and create controls.

Even with zero tracking in the future these controls will give you a good sense as to whether or not your ads are performing at the same or better ROI.

Google has also announced their 2022 plan to halt cookies… which will officially kill the FB pixel.

Ways To Pivot?

1. Instagram Shopping will become the standard for advertising.

Rather than sending people to your website where you won’t be able to do any tracking… you’ll try to sell them directly on platforms like IG/FB/WhatsApp.

2. Hire an expert that can help navigate the current and future changes plus and most importantly… THE PSYCHOLOGY behind all of this.

Moral of the story…

A GREAT ad will work regardless of tracking.

Follow this formula:

Problem

Offer

Solution

Want an example…?

Jesus made the perfect ad… Problem. Offer. Solution.

“Come to me, all you who are weary and burdened, and I will give you rest.”

Matthew 11:28

You heard it here first.

Kinda.

Obsessed with your business coaching success,

Karl Bryan aka King Karl

PS.  I admire how when babies don’t want to hold something anymore… they just drop it.

PPS. Marriages break up from lack of money… over lack of love X 100.

Business failures lead to destruction, addiction, depression, anxiety, suicides, and unfortunately, far more.

As good business coaches we save marriages, save families, save kids from self-destruction… we save lives!

A true-life of purpose.

PPPS. If you’re looking for a proven system to follow for your coaching…. I created business coaching software and high-end step-by-step training to support it…

It’ll teach you ‘How to find any small business owner $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising.’

Imagine finding your annual $12,000 to $50,000 coaching fees BEFORE you started coaching your new clients?!  And a proven coaching system created for you to follow with your new coaching client.

Reply to this post if you want to start following a proven coaching system.

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