Tag: facebook ads

SME Marketing Tips for Hong Kong: Content, SEO, and PPC

Posted on by Hector Law

As a small business owner in Hong Kong, you know that competing against the big guys can be tough. But with the right marketing tools, you can give them a run for their money. This blog post will discuss three key marketing strategies: content marketing, SEO, and PPC. We’ll also provide tips on how to implement each strategy effectively. These additions to your small business marketing strategy will make a massive impact on sales. So if you’re ready to take your business to the next level, keep reading!

Table of contents

What is an SME? 

SME stands for small and medium enterprises. SMEs are businesses that have between 1 and 499 employees. SMEs are the backbone of many economies. 

They account for a large percentage of all jobs globally, especially here in Hong Kong. SMEs are important because they are nimble and innovative, and have the ability to adapt to change quickly. 

SMEs are also important because they create jobs and contribute to economic growth. Besides, SMEs are a key source of new products and services. Because of this, they play a vital role in keeping the Hong Kong economy competitive.

SME digital marketing is on the rise in Hong Kong

SME digital marketing is on the rise in Hong Kong as businesses of all sizes look to get an edge on the competition. 

From email marketing and social media to search engine optimization and online advertising, SMEs turn to digital channels to reach their target audiences. And with good reason: HK SMEs that use digital marketing strategies are twice as likely to see revenue growth compared to those that don’t. 

Moreover, digital marketing is cost-effective and can be tailored to fit any budget. With so much to gain, it’s no wonder that SME digital marketing is on the rise in Hong Kong.

Short term and long term marketing tips for SMEs

Options for long- and short-term SME digital marketing

SME digital marketing can be a complex and challenging process. Yet, many options are available to businesses looking to improve their online presence. 

For businesses with a limited budget or those just starting out, short-term SME digital marketing campaigns like PPC can be an effective way to raise awareness and generate leads. 

However, for businesses looking to increase their visibility and build a solid online presence permanently, long-term SME digital marketing strategies are necessary. These may include search engine optimization (SEO), content marketing, and social media marketing. 

Long-term SME digital marketing campaigns can be more costly and time-consuming than short-term ones. But, they are typically more effective in the long run in terms of building brand awareness and generating leads and sales.

Let’s take a look!

What are the options for long-term SME digital marketing in Hong Kong?

SMEs must be prepared to commit to a long-term digital marketing strategy to see lasting results. Building a successful online presence takes time, and SMEs must be willing to invest the necessary resources and money. 

Here are our suggested long-term digital marketing tactics. With a little effort, SMEs can create a powerful online presence that will help them compete in the modern marketplace.

Content marketing is great for SMEs

How to use content marketing as a base

A multi-channel SME digital marketing strategy follows the adage that content is king since it serves as the cornerstone for all other strategies.

Why is content so crucial for SMEs?

Every significant aspect of digital marketing begins with content. Suppose there is no content on your website when visitors arrive. In that case, all of your efforts in search engine optimization, social media marketing, PPC, and other areas will be for nothing.

Both search engines and many social media sites place a strong emphasis on content in their ranking algorithms. 

To get ahead, SMEs should put their efforts into developing a content marketing plan that integrates various digital marketing tactics, including keyword research, blogs, cornerstone, social media, and even paid social media advertising. Since content is such a significant ranking factor for search engines, businesses will benefit from more shares and inbound links, which will help them attract clients and generate leads for sales inside the SEO sales funnel.

What is E-E-A-T content, and why it matters?

EEAT content is that which helps your users meet their E-E-A-T needs. E-E-A-T stands for experience, engagement, awareness, and trust. Great content must have all three of these E-E-A-T qualities to be effective.

Experience:

Here, you have to demonstrate that you have actual experience with what you are writing about. When evaluating the content, Google considers the writer’s first-hand or (life) experience relating to the topic.

Engagement:

With engagement, it is referring to how well your content holds the attention of your target audience. Is it interesting? Informative? Entertaining? Engaging content keeps users coming back for more, making them loyal customers.

Awareness:

When we talk about awareness, what it means is how well your target audience knows your brand. If you want to increase brand awareness, your content must be shareable and visible to as many people as possible. You can promote your content through social media, email marketing, and other channels.

Trust:

Trust is always important. Your target audience won’t engage with or buy from your brand if they don’t trust you. You can build trust by creating helpful and accurate content that solves users’ problems. If you do this, you’ll have not only satisfied customers but also gained a loyal following who think of you first when they need help or information.

SME marketing with SEO

Why is SEO crucial for SMEs?

Search engine optimization is important for SME businesses because it helps them to be found online by potential customers. 

SEO is the process of optimizing a website for Google’s search engine, and it includes things like choosing the right keywords and making sure that the website’s code is clean and search engine friendly. 

There are a few simple things that SME businesses can do to improve their visibility and ranking. One thing is that you can make sure that their website is well-designed and user-friendly. You can also build backlinks to their website from high-quality websites. 

By taking the time to optimize their website, SMEs can make sure that they are visible to people who are looking for their products or services online. 

This can lead to more website traffic and, ultimately, more sales. While SEO can be time-consuming and requires some technical knowledge, it is an essential tool for any business that wants to be successful online.

What are the options for short-term SME digital marketing in Hong Kong?

There are several digital marketing tactics that can be used to drive short-term results for SMEs. 

One popular option is pay-per-click (PPC), which can be used to target potential customers who are actively searching for products or services that your business offers. 

Social media marketing is another effective option and can be used to create engaging content that builds brand awareness and drives traffic to your website. 

In addition, email marketing can be used to cultivate relationships with potential and existing customers and can drive direct sales. 

Ultimately, the best digital marketing strategy for your business will depend on your specific goals and objectives. However, these three tactics are all effective options for driving short-term results for SMEs in Hong Kong.

PPC helps SME marketing succeed

How can your SME benefit from PPC?

PPC, or pay-per-click, advertising, is a form of online marketing that allows businesses to advertise their products and services on search engines and other websites. When a PPC ad is clicked, the advertiser pays a fee to the publisher. PPC can be an effective way for small and medium-sized businesses to reach new customers and grow their businesses.

There are several benefits of PPC for SMEs in Hong Kong. PPC can be a cost-effective way to reach potential customers, as businesses only pay when their ads are clicked. PPC ads can also target specific demographics, interests, and locations. 

This means that businesses can tailor their PPC campaigns to reach their target audiences. Additionally, PPC can be used to drive traffic to a website or landing page, where customers can learn more about the business and its products or services.

If your SME is looking for a cost-effective and targeted way to reach new customers, then PPC may be the right choice for you. With PPC, you can control your advertising budget and reach your target audience with laser precision. If you’re ready to take your business to the next level, then it’s time to consider PPC advertising.

What is in it for you with social media marketing?

As the owner of an SME, you may be wondering whether social media marketing is worth your time and effort. After all, with so many other demands on your time, it can be difficult to justify spending hours on Facebook or Twitter. However, there are several good reasons why social media marketing can be a valuable investment for your SME.

For starters, social media platforms like Facebook and Twitter offer highly effective opportunities for paid advertising (also known as pay-per-click, or PPC). With PPC, you can target your ads to appear only to users who match your desired demographic criteria, such as location, age, gender, interests, and more. This ensures that your ads are seen by people who are most likely to be interested in your products or services.

In addition to PPC, there are also numerous other benefits that come from having an active social media presence. For example, social media platforms can be used to build relationships with customers and promote word-of-mouth marketing. 

Social media can also be used to generate leads and drive website traffic. In short, there are many ways in which social media marketing can benefit your SME.

If you’re doing business in Hong Kong, then you’ll need to make sure you’re using social media effectively. With its large population and high density of internet users, Hong Kong provides an excellent opportunity for businesses to reach a broad audience through social media marketing. By taking advantage of the unique features of each platform and targeting your ads carefully, you can ensure that your SME gets the most out of social media marketing.

Email marketing can help your SME marketing strategy succeed.

Is email marketing worth it for an SME?

Email marketing is simply the act of sending a commercial email, typically to a group of people, to make sales. Email marketing has been around almost as long as the internet itself, and it’s still one of the most effective ways to reach your audience. There are plenty of benefits of email marketing for SMEs, which is why it’s still so popular in Hong Kong. 

For starters, email marketing is incredibly cost-effective. It’s often said that email is the most cost-effective form of marketing, and that’s especially true for SMEs who are working with limited budgets. Email marketing can also be highly targeted, meaning you can send messages to specific segments of your audience who are more likely to be interested in what you have to say. 

With email marketing, an SME can build relationships with your customers. It is possible with email marketing to stay in touch with your audience regularly. You can offer them valuable content that will help them make buying decisions. You can also use email to cultivate loyalty among your best customers and turn them into advocates for your business. 

So if you’re thinking about email marketing for your SME, rest assured that it’s still a worthwhile investment. Just be sure to put together a strong email campaign that will deliver results.

Final thoughts

To stay competitive in the Hong Kong market, SMEs need to focus on creating high-quality content, optimizing their website for search engine ranking, and using pay-per-click advertising. 

By following these simple tips, your business can reach more customers and drive sales growth. 

If you’re looking for more marketing tips or want to learn about how our team can help with your Hong Kong SME’s digital marketing, please don’t hesitate to get in touch. We have a wide range of services and solutions that we think will benefit any business – big or small. 

Ready to make some real profits?

We know you want to make real money! Get ready to convert customers like crazy. Please do not delay. Contact us today!

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What else can you do to improve your digital marketing?

As you know, keeping ahead of the competition requires constant investment. What more can you do to improve your digital marketing ROI? We have some great marketing blogs that can guide you to marketing success:

You probably have a lot on your plate if you are a busy small entrepreneur. If this is the case, we encourage you to review some of our strategic marketing services to drive more sales and keep you ahead of the competition:

All the Tips About Migrating to GA4 in Hong Kong – Get ahead now!

Posted on by Stephanie Wong

Update: Google is extending the deadline to switch to GA4 by moving the Universal Analytics 360 sunset date all the way to 2024!

If you’re a marketer in Hong Kong, then you need to be aware of the upcoming changes to the Google Analytics platform.

Come July 1, 2023, All Standard UA properties will be sunset by Google. Be prepared to switch to not be left behind.

If you are on Universal Analytics 360, you have some more time to transition to GA4. The deadline to transition to GA4 has moved from October 1, 2023, to July 1, 2024!

And just to clarify, this change only applies to the enterprise version of Universal Analytics.

So if you’re unsure how to migrate from Universal Analytics or just want some tips on making the process as smooth as possible, read on! We’ll give you all the information you need to make a move without a hitch.

What’s changing with GA4, and what do I need to know?

You should be aware of two critical factors while switching from Universal Analytics to GA4:

  • GA4 will completely replace Universal Analytics as of July 1, 2023.
  • Data processing for Standard Universal Analytics properties will stop, and only GA4 properties will get fresh data.
  • The sunset for Universal Analytics 360 will be July 1, 2024.

Users will now need to grasp how to utilize GA4 and the additional procedures that come with it as a result of this change. We’ll further break things down to assist you in doing this.

What does ‘property’ mean in Google Analytics?

You might wonder what we mean by “property” before we even start talking about GA4.

A property is a website or app you track with Google Analytics. As such, you are handling a Universal Analytics property if you use Universal Analytics to track your website.

The same website will have a Google Analytics 4 property once you move to GA4.

What is Google Analytics 4 exactly?

GA4 enables users to track traffic and engagement on the websites and apps of your business.

The change to GA4 will, however, provide a new class of property with distinct reports. These reports will differ from those that are typically displayed when using Universal Analytics.

To better understand the customer journey, GA4 was created with the future of measurement in mind and gathers the pertinent data.

Please note that GA4 will provide more functionality than Universal Analytics. It was to meet current reporting and privacy requirements.

GA4 or UA

What is the difference between GA4 and Universal Analytics?

While there are many parallels and differences between GA4 and Universal Analytics, GA4 is a more sophisticated, foolproof, and effective tool for tracking the development of your property.

Some of these differences include the following:

  • GA4 is event-based – The session-based Universal Analytics stands in sharp contrast to this. The foundation of Universal Analytics was the idea that the most crucial indicator of a successful website was the number of page views. This is no longer the case since GA4 now makes it possible to track various actions, including button presses and video plays.
  • Tracking across various devices – GA4 offers improved company and customer journey visibility across various websites and apps, whereas Universal Analytics was designed for tracking desktop web traffic. Thus, this considers the utilization of mobile phones and other smart gadgets. 
  • Machine learning processes – Machine learning technology is used in GA4. This allows the platform to make relevant predictions and share appropriate insights.
  • GA4 protects your privacy – GA4 does not rely on cookies like Universal Analytics does, respecting your privacy.

With all these new capabilities combined, it is obvious that GA4 is the best option for Google Analytics. It will be the best tool to gauge the performance of your business’s online presence.

How do I know if I’m using Universal Analytics or GA4?

Not sure if you’re now utilizing GA4 or are still using Universal Analytics? There are a few straightforward ways to know.

  1. After October 14, 2020, GA4 was the default Google Analytics platform. As a result, GA4 will be used if you generated any properties after that point.
  2. If you were using Google Analytics before October 2022, then you are using Universal Analytics and must migrate to GA4 processes.
  3. You can always make sure. Users can view their property type in Google Analytics. You may locate your property ID by looking at your account. Your ID will begin with UA followed by digits if you use Universal Analytics. But GA4 properties’ IDs only contain digits.

Migrating to GA4 – What do you need to do?

Although moving to GA4 can seem difficult, our team has created a foolproof approach to make the transition and guarantee that all of your data is protected.

Make the change to GA4 as soon as possible!

There is still time until the GA4 takeover is finished. However, don’t delay! We recommend you make the change as soon as you can. This is so your GA4 account can gather the information needed to drive insights and produce the relevant data.

While Google’s GA4 Setup Assistant describes your choices for current tagging, our experts at First Page can guide you through each step to ensure you understand GA4 entirely and the necessity of switching.

Similar to the above, Google has also released an article that can simplify the procedure for you if you employ sophisticated features or run Google advertisements.

Next, remember to modify Facebook and Google ads conversion tracking.

Once you have set up your GA4 property, you can view all analytics and data in your Google ads account.

Hence, if you have already established conversion tracking… Here is the next thing to do. You will need to import Google Analytics conversions into Google ads. Then you must remove Universal Analytic goals to avoid creating duplicates.

Are you interested in learning more about the connection between GA4 and your Google Ads account? Speak with First Page’s professionals right away. We offer excellent guidance on Facebook and Google ads. We can assist you in making your migration process simple and stress-free.

Do not forget to export past reports.

You will still have six months of access to Universal Analytics data after July 1, 2023.

Therefore, this time should be used to export any previous data and reports that are important to you and your company.

Additionally, by making the move now rather than delaying it until July 2023, you’ll have less historical data to transfer over time. This means that everything you want will already be tied to GA4, and the platform can begin processing data to support your company and Google ad goals.

Call our First Page Google experts immediately if you’re unclear about how to export data.

Let Our Experts Help!

Are you having problems distinguishing between GA4 and Universal Analytics?

When it comes to switching Google Analytics platforms and migration, you might not know where to begin.

Our Google ad experts at First Page are available to assist you whether you are facing one of these issues or something else with digital marketing. 

Universal Analytics is coming to an end. Remember, Google Analytics 4 is swiftly taking over. Hence, to keep up to date with your data and extract the necessary information about your website, you must make the switch to GA4 immediately.

At First Page, we can help you do just that. Talk to our team today in Hong Kong about how we can help you migrate to the GA4 and continue your Google ads journey. Alternatively, we specialize in various other digital marketing services and can assist you with growing your business. Contact us today.

Ready to reach page one on Google?

We know you want to make real money! Get ready to convert customers like crazy. Please do not delay. Contact us today!

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Should You Invest in Facebook Ads or Google Ads?

Posted on by Katharina Hwang

Facebook Ads and Google Ads have rapidly become the two largest platforms for online advertising. Ideally, you’d want to run ads and take advantage of the unique features offered by both, but sometimes you have to choose between the two.

So which of these should you go for? Let’s look at a few things you should consider.

Table of contents

Campaign Goals

1. Campaign Goals

Determining your goal for the campaign is an essential part of deciding what platform would be best suited for you.

Google Ads, for example, is the best option for demand capture—that is, it will reach users who you know for sure are looking to make a purchase. If someone looks up the keyword “customisable phone covers,” chances are they’re trying to find one for themselves. Keeping that in mind, the ads shown on Google will align with this search intent and possibly result in sales.

On the other hand, Facebook Ads is ideal for reaching consumers who are at the top of the funnel, making it a better option if you’re not actively trying to make a sale yet, and are aiming for brand awareness.

You could use both platforms to reach consumers at different stages of the buying process, but if you know the goal of your campaign, you could narrow down your options and pick the platform that provides the greater benefit.

Campaign Goals

2. Budget

As with anything else, sometimes your budget can also make the choice for you. For any ad campaign, the main goal is to maximise the return on ad spend (ROAS), i.e. the profit you earn on every dollar you spend on ads.

For Google Ads, specific keywords have a higher cost-per-click than others, which means that if the keyword you’re targeting is expensive and you have a smaller budget, your ad campaign wouldn’t be bringing you much benefit.

On the other hand, within that same budget, you could reach a much wider audience on Facebook Ads, as well as take into account consumer behaviour and get a better idea of what kind of marketing strategy would work on your target audience.

Look at how far a single dollar can take you with respect to your goals, and make your choice.

Stages of the buyer journey

3. Stages of the Buyer Journey

Facebook and Google are two very different platforms, meant for different things. As such, users on each will also be in different stages of the buying journey, so you wouldn’t be able to find the same audience on both.

For example, Facebook is a social media platform, which is meant for interaction. Most people on Facebook are not looking to make a purchase, but they do explore their interests on the platform. This makes Facebook Ads a great way to target users who may not be aware of your brand or products, especially if your brand is somewhat niche and you think users wouldn’t be actively searching for it.

On the flip side, Google receives more than 5 billion searches every day, and these searches can fall on every stage of the buyer’s journey. However, the keywords within those searches let you know what stage they’re at. If someone searches “water bottle price,” the likelihood is that the user wants to buy a water bottle. In comparison, if a user searches for “water bottle design,” they might not necessarily be looking for a purchase.

The use of specific keywords indicates which users are most likely to make that purchase decision. That way, you can target users who you know for sure are at the bottom of the funnel.

So which is better

4. So which is better?

While it’s important to look at your goals and budget etc., when deciding which platform you want to go for, there is no doubt that each offers unique benefits.

For example, Facebook allows you to create a ‘lookalike audience’ for yourself and then targets people who are similar to this persona. With so much information about the audience’s interests and preferences available, this is easily done on Facebook. That means that Facebook Ads is much more detailed in targeting users when you make an advertisement on Facebook.

On the other hand, Google ads have the highest click-through rate compared to other platforms because Google prioritises relevance and shows users ads that are most relevant to them, given their search history.

Google also uses remarketing, where users are reconnected to brands that they have interacted with before. This makes it more likely that consumers will go through with their purchase instead of adding your product to their cart and closing the window.

Still, neither one is inherently better than the other, so once you’ve decided on your budget, your marketing objectives and your target audience. You’ll be able to make a better and more informed decision about which platform will be more beneficial to your brand.

Starting a digital marketing campaign can be a very daunting prospect for many businesses. Should you need any more convincing, perhaps read our blog about why now is the time to start digital marketing!

So, what are you waiting for? Reach out to us today, and one of our specialists will be happy to get back in touch as soon as possible! First Page is the leading digital marketing agency in Asia, helping our clients exceed their expectations and grow their online presence.

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7 Epic Ways to Get More Followers on Facebook

Posted on by Arran Saunders

Sure, the quality of your content isn’t necessarily defined by your follower count. Still, there’s no denying that having more followers is an essential goal for a lot of brands, especially as they grow bigger. So how do you go about doing that?

There are plenty of third-party services you can use to buy followers, but this doesn’t translate well when it comes to engagement. What you’re looking for is a way to attract your target audience and start a conversation with them. The ultimate goal isn’t just the number on your page but the consumer loyalty that comes with it. 

There are numerous benefits of using Facebook, and it’s critical that your business masters Facebook community engagement. To learn more about alternative uses for Facebook, perhaps read our blog on Facebook Advertising!

Table of contents

Post on Facebook

#1. Post Often

Because of how Facebook’s algorithm works, your post from three days ago will likely get buried under all the other clutter, so posting often is essential. More posts mean more visibility, which will help you reach new users and grow engagement. You also want to keep your timing in mind! Posting at a time when most users are actually scrolling through their timelines will significantly increase your engagement levels. 

Have a variety of Facebook posts

#2. Variety

If you keep posting the same thing over and over, chances are your audience will get bored. Bring in some variety and experiment to see what kind of content brings more engagement. Based on your observations, you may have to make changes to your strategy. 

Recycling posts is an option, especially to keep a regular posting schedule, but creating new and original content will always bring more engagement than simply repurposing old posts. You should, however, use your analytics and stats to repurpose old content and customize it according to new trends and preferences! 

Have strong Facebook community engagement

#3. Interact with The Audience

In the past, marketing efforts usually involved a one-sided conversation. Brands were corporate entities, and consumers would usually be forced to take what they were getting. Digital platforms have turned this around. Now, consumers have more power, and they don’t like being talked at.

Building a brand persona and interacting with your consumers like an individual rather than a corporation is essential to attracting more people to your page. Interacting regularly makes them appreciate you more and builds up brand loyalty, which is ultimately what every brand seeks to attain.

Should you be interested in looking for a more visual means to reach out to your audience, perhaps consider using Instagram or YouTube. You can also check out our amazing guide on visual alternatives for community engagement!

Collaborate over Facebook

#4. Collaborations

You’d be surprised how much collaborations can do for your Facebook metrics! Whether it’s influencers or other brands, by collaborating, you get to reach the audience of the person or brand you’re working with and bring traffic towards your own Facebook page! Influencers will usually have a big impact because people tend to trust other people more than brands. Getting their stamp of approval often brings their audience to your page.

Use promotions and discounts on Facebook

#5. Offer Discounts and Giveaways

Everyone loves to save money, and they love free stuff even more! Use that to your advantage, and host platform-specific discounts and giveaways on your page. It’s a good way to increase your reach and bring new users to your page. 

You can improve your chances of impact by setting rules to encourage your audience to engage with you, such as tagging friends in the post. This will help you reach new people and boost your posts at the same time. 

Promote your Facebook page

#6. Promote Your Page

Of course, it goes without saying that to bring more followers to your page, you’d need to promote it. One option is to go for ads based on specific demographics and interests, which will help you reach new users who fit your target audience. 

Another way is to keep your Facebook connected to all your online presence. From your website to your accounts on other social media platforms, linking back to your Facebook is important. There are always users who fit your target audience that may find you on one platform, and linking back is the best way to ensure they join your Facebook following as well.

(Learn more about using Facebook Ads here)

Utilise Facebook insights

#7. Use Facebook Insights

Your Facebook Insights Dashboard is essential to your brand’s Facebook page. All your posts’ analytics and metrics are available here, along with insights on how users behave on your page. Based on these insights, you can tweak and improve your strategy to bring more followers and change anything that may not be doing too well. 

Online consumer behaviour is a constantly changing process, so your marketing strategy will need frequent changes too. While all of these methods are surefire ways of improving your online presence, you’ll have to keep changing things around to stay relevant and maintain your Facebook engagement levels. At the end of the day, every step you take should develop a sustainable strategy to attract your audience.

If you’re interested in growing your presence on Facebook, check out our guide on Facebook Ads or get in touch with one of our specialists today!

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Apple iOS 14 Update: How to Save Your Facebook Ads From a Slow, Painful Death

Posted on by Katherine Tu

Table of contents

By now, you probably have heard about the Apple iOS 14 update that shook up the digital marketing world. 

While this change might seem daunting, Facebook has just introduced a handful of updates that will help ease the transition and get your Facebook ads back on track. 

Here’s the breakdown of what you can do to save your Facebook ads from a slow, painful death.

(Or, alternatively, you can reach out to us and we can take a look at your Facebook Ads for you. )

What is the iOS 14 update?

How iOS 14 impacts ad campaign tracking

Essentially, all Apps in the App Store must now show a prompt to users granting permission to track their cookies – a massive hurdle for businesses worldwide that rely on ads to reach customers. 

What’s more, this update will completely change the way businesses monetise their Facebook ads, including tracking and measuring campaign performance.

What measurements will be affected?

Facebook tools measuring conversion events will be affected

Any Facebook tools that optimise, target and report web conversion events will be affected, including Ads Manager, reporting, and Insights API. 

In layman’s terms – this means you are going to lose valuable data.  But, have no fear – this is where Facebook SDK and Aggregated Event Management come into play.

How can I track conversions from my app? (2 simple steps)

Tracking app conversions by using Facebook SDK

The iOS 14 updates can affect the measurement of business’s app conversions, resulting in data that can be delayed, aggregated, or restricted. Fortunately, Facebook’s SDK updates help support Apple’s iOS 14 networks. Here’s two things you can do to track them effectively.

Step #1: Update Facebook SDK to iOS version 8.1 or above

If you’re looking to track conversions on your business’s app, you need to update your Facebook SDK to the latest iOS version 8.1 or above. 

Without this step, you can say goodbye to iOS 14 app install campaigns. 

This will enable you to continue measuring app install ads, delivering more personalised ads, and all that good stuff.

Updating Facebook SDK for iOS version 8.1 or above lets you:

  • Deliver personalised ads to iOS 14 users
  • Measure and optimise conversions on your business’s app
  • Receive app conversion events reporting

Step #2: Configure your SKAdNetwork to measure app events

After you update to version 8.1 or above, configure your SKAdNetwork events by using Facebook’s recommended events, importing from a partner app, or customising each event individually through Events Manager. Ensure your app is active in Events Manager and simply:

Select your app → Click “Settings” →  Under “Configure App Events for SKAdNetwork” and click “Set up events” → Choose how you want to configure your event, and get started!

How can I track conversions from my website? (2 simple steps)

Verify domain and configure events to track website conversions

Now that you have your app conversions taken care of, let’s get your website sorted. We’ll do this through Facebook’s Aggregated Event Management. 

Step #1: Verify your website’s domain

Verifying your business’s domain is by no means a new process. In fact, we highly recommend it so you can claim ownership and editing permissions. In the case of the iOS 14 update, verifying your domain allows you to have authority over your conversion events from tools such as Facebook Pixel or their other business tools.

Believe me, this is data you want to have. 

Step #2: Configure 8 conversion events per domain

The update will only allow you to track a maximum of eight conversion events per domain. That means it’s time to get creative – for you’ll have to make a call on your most important events to get data from.

Pro tip: Set up your events by tracking your customer at each touchpoint of their purchase journey (you’ll thank us later). 

Facebook will initially configure the events they believe is most relevant for you based on business activity. Afterward, you should select your own based on your campaign goals through the SKAdNetwork configuration in Events Manager. Remember, priority is KEY.

So, what exactly does this spell for your business? 

Facebook SDK and Aggregated Event Management can track ad conversions

Facebook has implemented new changes such as the SDK update and Aggregated Event Management to help businesses track their web and app conversions. While this helps recover some of the data loss, it might be hard to gauge the updates’ effectiveness – your conversion reports will experience some initial delays. 

What we do know is that Facebook is continuously striving to improve their protocols to help advertisers navigate the iOS system, so keep posted as new updates get rolled out.

Other options such as diversifying your ad platforms, using Google Analytics to fill in the gaps, and simultaneously focusing on targeted SEO strategies are great methods to bringing much-needed traffic and sweet conversions to your business.

If you need help optimising your digital strategies (and oh boy, is it important), a professional digital marketing agency can help. At First Page, our team of performance media specialists are always the first to know about the latest happenings – equipped with a solid game plan to help your business adapt.

Want to learn more about this update or need help with your Facebook Ads? Get in touch with our digital marketing specialists today!

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Why Facebook is freaking out about Apple’s iOS 14 update

Posted on by Aaron Radcliffe

It’s official. Apple’s iOS 14.4 update is being rolled out as we speak.

And it might change Digital Marketing forever. 

Here’s what this update means, and most importantly, why we think that this could be a golden opportunity for you and your business…

Table of contents

Wait, what’s happening?

Apple is officially implementing something they are calling ‘App Tracking Transparency’ (otherwise known as ATT).

ATT will give iPhone users more privacy and control over their data and their cookies. 

The jist is fairly simple – everytime an iPhone user opens a new app, they will be prompted to turn data-sharing off, or to allow it. 

Like this.

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This little notification is a BIG deal for digital marketing

iPhone users have always had the ability to turn data-sharing off – but to do so, they would have to navigate deep into the settings of the app.

This meant that very few people actually turned off their cookies.

But now, users will be prompted about their data-sharing front-and-center when they open the app.

Which means a TON of people will be turning off their cookies. 

What does this mean for business owners advertising on Facebook?

Ultimately this update is good for iPhone users as they will have an easier time controlling how they want their data to be shared.

But what is good for users, is not always good for businesses. 

Why?

Because no cookies means digital advertising is going to change in a big, big way.

Here are the two biggest reasons why…

#1 – Retargeting Limitations

Up until now, if you were running a Facebook ad campaign, you could retarget Facebook ads based upon your user’s web history. 

This is done via cookies.

Facebook tracks your cookies, which means they can track your browsing history.

This is why ads are following us everywhere these days.

You know how this works. If you visit a website browsing cat food OFF of Facebook, then you will get served cat food ads ON Facebook. That’s cookie-based advertising at its finest.

With iOS 14.4, this will essentially be dead.

#2 – Shopping conversions

For marketers, possibly the most painful effect of this update is the lack of tracking when it comes to conversions.

Up until now, you could advertise products on Facebook, and if a user clicks on one of your ads and makes a purchase OFF of Facebook, you would then be able to track the exact source of that conversion.

Very powerful stuff. The more granular the data, the more conclusive business decisions we could make. 

Now? Marketers and businesses will be more in the dark, which can be frustrating.

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Digital Marketers post-iOS14.4

Also it should be said that this update will disproportionately hurt SME’s and local businesses who are on an advertising-budget, and need to optimize their marketing spend as much as possible. Larger businesses won’t feel the pain as much.

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What percentage of your audience will be affected? 

It should be emphasized – this update only affects iPhone users who choose NOT to share their data, which will only be a portion of your customer base. 

iPhone users account for 45% of all smartphone owners in the US, 44% in Hong Kong, and around 15% worldwide. Because of this, the location of your target audience will greatly dictate the impact this update has on your advertising strategies.

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Is Facebook fighting back? 

Many critics around the world are questioning Apple’s incentives for the update, claiming they are using ‘privacy’ as a shield for their true (and more sinister) plan. Facebook has arguably been the loudest critic. 

Here is a quote from a Facebook exec (warning; shots fired). 

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So… How exactly is this a golden opportunity?

Marketers and business owners around the world are freaking out. People are claiming that Facebook ads are dead, and planning to completely abandon the platform.

Which is exactly why we think this is an opportunity.

With over 2.7 billion monthly active users, Facebook is still the largest social media platform in the world, and the most important place to advertise your products and services. Excluding Google Ads, nothing can compare to the sophistication, targeting, and scaleability of Facebook ads (even with the 14.4 update).

With so many of your competitors prematurely abandoning Facebook ads, this creates an enormous opportunity to acquire new customers.

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And while this update might seem burdensome now, it might actually improve the efficiency of Facebook ads moving forward.

Simply put, this update will change Facebook ads, but it will absolutely not kill them. If you are using a marketing agency that knows how to navigate the Facebook-ad waters, they’ll be able to handle it like pros.

What should you do now? 

If you are a business owner or marketing manager, here are a few takeaways you can implement for immediate action to help you weather this storm.

1. Take control of your data

Make sure you are keeping your leads organized in a safe place, especially contact information from your customers/buyers. You can then use this information later for retargeting, as well as to create high-quality lookalike audiences for Facebook ads. 

2. Hire a marketing company (if you haven’t already)

marketing agency apple 14.4 update
Here at First Page we are staying on top of this update – reach out to us if you have any questions about how this update will affect your business

The data and privacy wars have only just begun – we anticipate that similar rollouts will occur on Android operating systems, as well as Microsoft. This will make navigating the marketing ocean more challenging than ever before.

But this can put you at a serious advantage. Many of your competitors will abandon their ads, or try and handle them in house, which will lead to some really juicy opportunities. Stick with a marketing company that has the staff, network, software, and experience to deliver quality ROAS (Return On Ad Spend) month after month. 

3. Authorize your domain on Facebook

Over the last few weeks Facebook has been pushing this really hard. Ultimately it’s very similar to putting the FB pixel on your site, but it will help with this iOS transition.

Simply go into your Ad Manager -> Business Settings -> Verify domain -> Done.

4. Be patient 

There are already talks about workarounds involving 3rd party software, and regardless of what happens, Facebook it still an irreplaceable platform for marketing your products.

Final thoughts

This will not be the death of ads – in fact, it might even strengthen them. Just make sure that you take our above precautions, and always contact us if you have any questions, comments, or concerns. 

We’ll be sure to update you as this progresses.

Do you think this update is a big deal, a golden opportunity, or both? Let us know in the comments below.

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