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Improving traffic quality in a more private world
- 1. Improving Traffic Quality In A More Private World Amy Stamper | Impression slideshare.net/AmyStamper3 /amy-stamper
- 2. Founded in November 2012, Impression has grown to be one of the UK’s premier agencies, working with brands across the globe to drive higher returns on their digital marketing investments. Who we are
- 3. Agenda Ba Situation Analysis What’s Actually Changed? Impacts (so far) Actions What’s Next? 1 2 3 4 5
- 5. Situation Analysis Digital advertising ecosystem is increasingly focusing on user privacy. Users are increasingly feeling lack a of visibility into, and control over, how their data is being used. Where are we now?
- 6. Situation Analysis Where are we now? 1. Transparency 2. Choice 3. Control
- 7. User demand Awareness of how ad data and tracking works, and desire for more privacy online Situation Analysis
- 8. User demand Awareness of how ad data and tracking works, and desire for more privacy online News and events High profile coverage of big tech’s role in issues like US elections, Brexit Situation Analysis
- 9. User demand Awareness of how ad data and tracking works, and desire for more privacy online News and events High profile coverage of big tech’s role in issues like US elections, Brexit Current legislation Catching up with tech innovations and user demands - including GDPR, CCPA, DPA Situation Analysis
- 10. User demand Awareness of how ad data and tracking works, and desire for more privacy online News and events High profile coverage of big tech’s role in issues like US elections, Brexit Current legislation Catching up with tech innovations and user demands - including GDPR, CCPA, DPA Perceived future demands and legislation Further changes anticipated based on consumer expectations & regulation Situation Analysis
- 11. Situation Analysis E.g. Apple’s AppTrackingTransparency update / iOS14 Without opt-ins, app publisher doesn’t have permission to track users - whether through Apple’s Identifier for Advertisers (IDFA) or any other identifier. Giving Back Control - Apps
- 12. Situation Analysis Not the first significant change in apps → Previous iOS versions - opt outs through “limit ad tracking” option in user settings → Android users can already opt out of ad personalization Apps
- 13. Situation Analysis Apps Increased user control will drastically change measurement → Over 30% of iOS users chose to opt-out of tracking in 2020, up 216% since 2016 → Opt outs getting more common overall but may be lower among Android users (Singular)
- 15. What’s actually changing? Expect significant changes to the Facebook Ads platform in 2021 Facebook has been a vocal opponent to ATT and iOS14 policies. Facebook Ads
- 16. What’s actually changing? Of course, increased user privacy may negatively impact on Facebook’s powerful advertising system and revenue.... Facebook Ads
- 17. Facebook Ads What’s actually changing?
- 18. What’s actually changing? Reporting limitations Reduced user breakdowns Delayed and restricted reports Shorter attribution windows and defaults Facebook Ads
- 19. Targeting limitations Custom audiences based on website and app behaviour likely to reduce as more users opt out of tracking What’s actually changing? Facebook Ads
- 20. Aggregated Events Max. 8 pixel optimisation Events per domain Choose order of priority to send events Statistical modelling for opted-out users What’s actually changing? Facebook Ads
- 21. What’s actually changing? → Prospecting efficacy may reduce as well as retargeting → Algorithm will benefit from fewer data points relating to users’ behaviours on other websites Facebook Ads Site 1 Site 2 X
- 22. Snapchat - quick response - biggest impacts in Custom Audiences Twitter - slow to respond - biggest impacts in Custom Audiences, Website, App products Pinterest - slow to respond - biggest impacts in Custom Audiences, Website, App products, Pinterest Tag upgrade LinkedIn - slow to respond - biggest impacts in Audience Network, all Retargeting Audiences, Conversion tracking TikTok - slow to respond - biggest impacts in Mobile Measurement Partner solutions, App products What’s actually changing? Other social platforms
- 23. A quick word on what’s not changing 1st party data → Platforms own their own 1st party data through PII graphs On-platform behaviour → Still able to learn about opted-out users’ interests and behaviour Ad eligibility → Still able to serve ads to users even if they’ve opted out of targeted or personalised ads 1 2 3
- 24. Impacts on Paid Social… so far
- 25. Impacts on Paid Social It wouldn’t be a digital marketing presentation without a few caveats...
- 26. 1. Impacts vary across platform, vertical, advertiser, audience, time 2. Hard to segment out ATT impact from lockdowns easing/tightening, seasonality, campaign changes Impacts on Paid Social
- 27. Impacts on Paid Social UI Changes Facebook’s UI’s gotten a lot messier. Account-wide performance information is a lot harder to come by. Harder to immediately gauge account-level performance
- 28. Impacts on Paid Social UI Changes No support for breakdowns. We knew this one was coming, but it doesn’t make it any easier!
- 29. Impacts on Paid Social Measurement changes FB’s 3 day reporting delay just affects the app install or web conversion data (e.g. purchases, revenue, ROAS) - not the on-platform data (e.g. media spend, CPC, CPM) which is still real-time. Very recent data may be skewed. Reporting lag
- 30. Impacts on Paid Social Measurement changes Where are my modelled conversions? This wasn’t happening as default for most accounts until 30th June.
- 31. Impacts on Paid Social Spend increases Brands who can afford to do so have increased spend to maintain consistent target sales volumes, despite generally higher CPMs and CPAs. This is further pushing up CPMs, often impacting smaller advertisers who are being priced out of their usual auctions.
- 32. Impacts on Paid Social Widespread conflicting advice Adoption of iOS 14.5+ is still really low [...] The “ATT opt-in rates” we’re seeing don’t all mean the same thing, and are easy to misinterpret. (Branch.io) the changes rendered by iOS 14.5 have been small in scale so far. No IDFA No Problem Reporting is still a mess (Mobile User Acquisition Show)
- 33. Impacts on Paid Social … and widespread panic
- 34. Actions
- 35. Check new Resource Centre tab in Ads manager for personalised prompts Actions Recap - bits you’ve already done
- 36. App advertisers Actions Recap - bits you’ve already done Learn more how to use or upgrade Facebook SDK, App Events API and Mobile Measurement Partners as applicable Web conversion advertisers Adjust to new attribution windows - compare windows and download historic data Claim your domain Configure eight preferred web conversion events per domain Set up Aggregated Events Measurement Implement server-side tagging - Conversions API Checklist
- 37. Actions What we’ve found works Simplify your account structures to give maximum data density. * But don’t be afraid to keep testing Consolidation Awareness Interest Desire Action
- 38. Actions What we’ve found works Widen lookalike audience sources Prospecting
- 39. Actions What we’ve found works Test and re-test ‘wide open’ vs granular targeting Prospecting
- 40. Actions What we’ve found works Stop relying on bottom of funnel Retargeting
- 41. Actions What we’ve found works Stop over-segmenting your retargeting audiences into granular buckets Retargeting
- 42. Actions What we’ve found works Widen your lookback windows Retargeting
- 43. Actions What we’ve found works If Learning Limited, switch optimisation events or consider a new campaign type Retargeting
- 44. Actions What we’ve found works Switch up creative frequently Retargeting
- 45. Actions What we’ve found works Leverage video view and engagement campaigns at top of funnel On-Social Signals
- 46. Actions What we’ve found works For *some* lead gen campaigns, switch to on-social forms On-Social Signals
- 47. Actions What we’ve found works Creative is still king. Getting this right will impact your performance much more than adjusting your audiences. Creative
- 48. Actions What we’ve found works Don’t wholly rely on testing ‘in the wild’. Experiment with pairing specific creatives for demographics Creative
- 49. Actions What we’ve found works Take time to understand attribution (both pre- and post-ATT) Reporting
- 50. Actions What we’ve found works Don’t rely as much on the UI - build your own dashboards Reporting
- 51. Actions What we’ve found works Exclude the most recent 3 days while evaluating campaign performance and making changes. Optimisations
- 52. Actions What we’ve found works Steer clear of knee-jerk reactions - take a longer term view to be sure of performance. Be cautious of changing too often. Optimisations
- 53. Actions What we’ve found works Adjust your short-term expectations and be prepared to refresh KPIs in a post-ATT world* * this might be painful Optimisations
- 54. What’s Next?
- 55. What’s Next? Data gathering and analysis - within your own accounts and alignment across the Paid Social industry
- 56. What’s Next? Evaluating Media Mix - top down approach to measurement and realigning spend between top and bottom funnel
- 57. What’s Next? Better evaluation of spend that’s not driving direct revenue - more emphasis on uplift, incrementality testing
- 58. Conclusions
- 59. Direction of travel is obvious. Everyone working it out together. Expect short-term pains but ultimately, advertising works. Conclusions
- 60. hello@impression.co.uk Fothergill House, 16 King Street Nottingham, NG1 2AS 01158 242 212 Thank you