Paid Social
January 6, 2022

❌ DON’T ❌ Run Facebook Ads in 2022 Without Doing These 5 Things [ecommerce]

It's 2022 and Facebook has just released their new iOS14 update, which is designed to block third party adverts. 

Now you’re sitting in your office panicking because ecommerce businesses depend on social media ads for a big chunk of their marketing budget. 

Here are 5 tips that will help you run profitable Facebook & Instagram adverts after iOS14 in 2022!


Tip #1 - Use Broader Audiences

One of the main benefits of social media advertising is that you can target very specific audiences with your ads. 

However, with iOS14 in 2022 this will no longer be as effective. 

To combat this, you’ll need to broaden your audience targeting to ensure that your adverts reach as many people as possible.

  • Combine your retargeting audiences together, for example: combining site visitors & social engagers.
  • Increase the size of lookalike audiences, for example: try 10% LLA instead of 1% LLA.
  • Group your interest-based targeting audiences together. Try adding your two best performing interest based audiences together to increase audience size.

Tip #2 - Regular Creative Testing

When it comes to adverts, creativity is key. 

Try different copy, images and videos to see what works best for your ecommerce business.

If you want your ads to stand out from the crowd and be successful after iOS14 in 2022, you’ll need to test a variety of different creatives. 

Try different copy, images and videos to see what works best for your business.


Ad Creative Testing examples:

  • Video: UGC vs Product Demo
  • Visual content theme: Lifestyle vs Product Focused
  • Placement: Carousel vs Video Slideshow
  • Adding social proof: test out Testimonials vs PR features

Tip #3 - Keep An Eye On Your MER (Marketing Efficiency Ratio)

The MER is the ratio of the amount you have spent on marketing vs the amount of revenue you have generated. 

How to calculate your MER? 


MER = Total Revenue / Marketing Cost.

For example, if there is $10,000 in sales and marketing cost is $1,000, then the Marketing Efficiency Ratio (MER) is 10.

MER = Total Revenue / Marketing Cost.

With iOS14 in 2022, it’s important that your adverts are profitable after all costs (including Facebook ads). 

This means keeping an eye on your MER and ensuring that each advertising campaign has a positive return on investment so you know when to pull the plug.


Tip #4: Use UTMs to Track Your Adverts

Tracking UTM’s are a great way to monitor the success of your Facebook & Instagram ads after iOS14 in 2022. 

UTM parameters (Urchin Tracking Module) are five variants of URL parameters you can set up in Facebook Ads Manager when building your campaigns.

Each time you create an advert, use one or more UTMs that will help you identify which campaigns are performing well and where it makes sense to invest further. 

This is essential if you want to ensure that each campaign has positive return on investment (ROI).

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Tip #5: Set up the Aggregated Event Measurement in Facebook

Facebook has a feature called the aggregated event measurement, which allows you to track how people interact with your website after clicking on one of your Facebook ads. 

You want to prioritise the events that matter the most to your brand, events that will really move the needle in terms of business growth, typically in this order:

1. Purchases 

2. Checkout initiated

3. Add to cart

You want to prioritise the events that matter the most to your ecommerce brand.

With these five tips in mind, you’ll be on your way to running profitable Facebook & Instagram adverts after iOS14 in 2022!

Facebook & Instagram Ads on Social Media are not dead!

Although the iOS14 update in 2022 will make it harder for ecommerce businesses to run profitable ads, this doesn’t mean that social media advertising is over.

By following these tips you should be able to overcome any issues and still get great results from your facebook & instagram adverts after iOS14 in 2022! 

We are still growing our clients accounts week on week & seeing amazing success on Facebook & Instagram.

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