Facebook Has Changed, and Your Digital Strategy Has to Adjust

Not a long time ago, Facebook made one of the most shocking announcements. It decided to remove Partners categories from the advertisement interface. While marketers are juggling to create and edit their existing campaigns, Facebook is set to roll out a few more changes. After the incident of the Cambridge Analytica fiasco that exposed how Facebook shares the personal details of its users to businesses, it has made the platform to improvise its advertisement interface. Given all the changes happening, it is imperative for marketers at a digital marketing agency in Virginia Beach to revise their digital strategies and approaches.

For instance, while using ‘Custom Audience Targeting’ for running any ad campaign, marketers will not be able to see the estimated audience-reach anymore. Since the feature allowed advertisers to create custom audience by exploring any targeted-audience sector and understand the market trend better,  the shift is surely going to affect brands’ and businesses’ reach adversely. 

As per digital innovators, this move by Facebook reflects its commitment towards making the platform more private in terms of advertisement. So, how can digital marketers adjust to the changes happening on Facebook? Here are some ways:

Adhere to new terms and condition

When using 'Custom Audiences' to upload a new set of custom audience, it is a must to accept the Terms and Conditions to ensure that your brand has the consent to use the data.

Goodbye, Partners

Through the Partners categories, advertisers previously could target audiences based on 3rd party data. It allowed integration of ad campaigns across mediums. After the move to remove the categories, businesses that rely on information such as credit cards, ownership and investment would need to reframe their marketing strategy. By using lookalike audiences feature, such businesses can prevent loss of traffic on their platform.

Audience sharing

To avoid losing all of your online audiences, it is now a must to set up an audience-sharing connection with the new Business manager before you share any account with a Facebook Ads.

Information sourcing

Since Facebook is more focused on keeping the information of its users more private than ever, it is a must for brands to align with Facebook’s new transparency standards. Advertisers and marketers are now required to share the source of the audience they are targeting through Custom Audience Certification Tool. Before targeting the audience group, it is now essential for the brands to specify whether the audience data was collected or acquired through shared partners.

On the users’ front, they would know why they see a particular ad, and unless they don’t agree to be a part of customer audience list, marketers can’t include them in their audience list.

But the changes in the Facebook advertising algorithm are not all about downfall for advertisers. There are two significant advantages for marketers. The first and foremost thing is that Facebook generates a majority of its revenue from mobile advertising thus it cannot afford to lose advertisers. Besides this, advertisers can collect consumer data by deploying look like audience search strategies.