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My client's Facebook ads tanked after iOS update, need a new plan
I run a small bakery's social ads in Austin, Texas. For 3 years we got decent results with lookalike audiences, but last month when the iOS tracking changes really hit, our cost per lead jumped from $4 to $11 overnight. We tried retargeting with email lists instead, but that only brought it down to $8.50. The owner is considering pulling all ad spend now. Has anyone else rebuilt their campaign structure around cookieless tracking? What worked for you in terms of creative hooks or broad targeting limits?
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anna_carter535d ago
A $4 to $11 jump in one month is way too big to just be a tracking problem. If tracking was the only issue, you'd see fewer reported leads but the actual sales would still be there, and the bakery would feel fine about it. The fact that cost per lead stayed high even after you moved to email retargeting tells me the creative and the offer are what's not landing anymore. People's feeds changed, Apple made it harder to follow folks around, so the old lookalike stack doesn't stretch as far, but a bakery in Austin should still pull cheap leads with local stuff. Try broad targeting in a 10 mile radius, skip the fancy audiences, and lead with a photo of actual bread coming out of the oven instead of a discount code.
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