Continue to Improve Your Facebook Ad Results Post iOS 14.5

Business Model: Ecommerce

Time Frame: More Than 6 Months

Overview

Since the iOS 14.5 update, Facebook has seen a noticeable drop in performance across all advertisers. The landscape of Facebook Advertising has changed forever, but that does not mean we are unable to optimize current campaigns. Facebook continues to be a platform with nearly 3 billion monthly active users. By strategically using the platform, testing campaign elements, and pivoting based on results, you can maximize the usefulness of the platform to your business.

Challenge

After the iOS update, this client’s Facebook advertising efforts tanked. The cost per purchase jumped above $50 and the return on advertising spend (ROAS) dropped tremendously. The client was unable to see consistent performance despite an increased spend and was desperate for assistance.

Objectives

Learn how to effectively advertise on D2C advertising platforms, specifically Facebook Ads and Google Ads.
Drive purchases from Paid Advertising efforts and increase the client’s digital market share.

Our Solution:

Through extensive Facebook and Instagram ad testing, CA Consults was able to drive an increase in purchases and ROAS, while lowering the cost per purchase across the client’s product catalog.

To efficiently drive purchases via Facebook advertising post iOS 14.5 update, the following tests were executed. Each test was used to learn which element of the advertising product was of most interest to the buying audience.

- Ad copy optimization was used to test, learn, and scale best performing copy
- Ad creative testing was used to understand the difference in purchase behavior for users who see product images, professional models, and lifestyle imagery
- Data modeling tests were executed to determine the best performing lookalike audiences based on the various audience data sources
- Data tests were executed to understand the best 1st party data source to drive purchases
- UTM parameters were utilized to understand the true value of the various advertising campaigns
- Ad set specific tests were utilized to show the value of each audience, while quickly identifying nonperformers

The Results

Through application of the above-mentioned, the campaigns showed strong growth in purchase volume and efficiency. It was so strong that the worst performer of the newer campaigns was equivalent to the best performing campaign of the older campaigns. Though Facebook advertising post iOS 14.5 does not provide the same value it has in the past, it can still drive value. The below highlights “before and after” screenshots to showcase the difference in results.

BEFORE

AFTER

Why is This Important

Facebook is not the same Facebook it was years ago, but Facebook continues to be a platform with nearly 3 billion monthly active users. For this reason, it continues to be a platform where you can find and engage with your target audience, especially if you’re a D2C business. By strategically using the platform, testing campaign elements, and pivoting based on results, you can maximize the usefulness of the platform to your business. Contact us today to see how we can revitalize your Facebook campaigns!