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The ongoing privacy-related updates by Apple after iOS 14.5 have pretty much killed Facebook ads. This means Facebook’s data and tracking abilities are that much worse.
This is why you see your ROAS is down, CPMs are up, Reach is declining, and conversions are decreasing.
So how do you adapt? By going where the trust is.
Nobody likes to be tracked. It's creepy to get ads about stuff you were searching casually. Your buyers do not trust a Facebook ad anymore.
They trust their brother, sister, friends, acquaintances, experts. This is an evergreen fact and doesn’t “come and go” like Facebook performance.
If you look through all the technicalities and abstract away, there are only three types of marketing channels. Those are
Influencer marketing is earned media and that’s where your attention should be moving forward. And guess what the ROAS is, on average? 6x! That’s $1 in, $6 out. (I've personally seen 5x so far)
Leveraging creators with influence is the only long-term and robust solution to Facebook ads performance decline.
The solution is not TikTok ads, as your marketing agency may tell you. To win in the long run, I won't go anywhere near interruptive ads. What do you think?
This is why you see your ROAS is down, CPMs are up, Reach is declining, and conversions are decreasing.
So how do you adapt? By going where the trust is.
Nobody likes to be tracked. It's creepy to get ads about stuff you were searching casually. Your buyers do not trust a Facebook ad anymore.
They trust their brother, sister, friends, acquaintances, experts. This is an evergreen fact and doesn’t “come and go” like Facebook performance.
If you look through all the technicalities and abstract away, there are only three types of marketing channels. Those are
- Owned
- Earned
- Rented
Influencer marketing is earned media and that’s where your attention should be moving forward. And guess what the ROAS is, on average? 6x! That’s $1 in, $6 out. (I've personally seen 5x so far)
Leveraging creators with influence is the only long-term and robust solution to Facebook ads performance decline.
The solution is not TikTok ads, as your marketing agency may tell you. To win in the long run, I won't go anywhere near interruptive ads. What do you think?
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