Apple is officially one step closer to taking over the world. In 1984, the Macintosh computer convinced the public they needed personal computers. In 2007, the release of the iPhone made Apple technology essential to life and business in the 21st century. Now, the new Apple iOS 14 upgrade is directly challenging tech juggernauts Facebook and Google in a battle to rule the internet.
The upgrade, announced in August, promises fresh new features designed to make sure people’s private lives are actually private. Apple’s product page declares, “privacy is a fundamental human right and at the core of everything we do,” promising users more control over the data they share and more transparency into how it’s used.
When iOS 14 rolls out, a new feature in the App Store will help people understand the privacy practices of every app before it’s downloaded, and a new privacy report button allows them to better understand how websites treat your privacy. Most importantly, users will have the option to stop sharing personal information with advertisers.
Want to talk about how this will affect your business? Talk to us today.
How will the Apple iOS 14 upgrade affect Facebook?
The effects of the Apple iOS 14 upgrade are likely to be significant for Facebook advertising.
Facebook announced that it could lead to a more than 50% drop in its Audience Network advertising business. It’s complicated, but bear with us a second. The drop could occur because iOS 14 will not collect a type of data known as an Identifier for Advertisers (IDFA) number. This is a unique device identification code which allows advertisers to target potential customers based on Facebook data.
The Facebook Audience network is a nebula of internet real estate that allows advertisers to boost Facebook and Instagram campaigns onto thousands of high-quality apps on the internet. It’s designed to help advertisers reach more of the people they care about in the places they spend most of their time online. In a new blog post, Facebook says more than 1 billion people see at least one Audience Network Ad every month. It’s a powerful tool to boost brand awareness and engagement.
It’s important businesses take note, because according to Statista, there are currently more than 100 million iPhone users in the United States, which accounts for about 45% of all smartphone users. If all users block their data, an enormous amount of the Facebook advertising market will disappear.
Make the most of Audience Network while you can. Get started.
How will the Apple iOS 14 upgrade affect Google?
And what about Google? Well, experts such as the team at Coywolf say a significant update to the Applebot support page, and an increase in crawling from Applebot, may signify that apple is planning to launch a search engine of its own. Google is currently the default search engine on Safari, which ensures that iPhone, iPad and Mac users search with Google. Google pays a handsome amount for this privilege, but rumors are rampant that this deal may be about to end.
Considering Apple is incredible well-resourced, it’s in a really good position to develop its own search engine, keeping all that incredibly valuable data in-house. This would enable it to develop its own advertising proposition and challenge Google’s monopoly on the search and display market.
Again, this takes out a huge proportion of the market, so it’s important to watch for updates.
Google is currently unchanged. Let’s develop a strategy.
Is the Apple iOS 14 upgrade the end of digital advertising?
One really thing to point out here is that at this point is that people using the Apple iOS 14 upgrade will still see ads on Facebook, but they’ll have to deliberately opt-in to see them on the Audience Network. Audience Network typically accounts for anywhere from 50-75% of campaign results, so while it’s significant, it doesn’t mark the end of the digital advertising world.
Further, Android will be unaffected, and it’s unclear if it will follow suit. These users will see the ads displayed as banner ads, video ads, and interstitial ads on third-party websites right around the internet. That means you’ll still theoretically be able to target 55% of the smartphone advertising market through Facebook and Google advertising. Phew. Breathe a sigh of relief.
Digital advertising isn’t going anywhere. Need some help?
How can I work around the Apple iOS 14 upgrade?
When the update goes through, there’s no doubt it will significantly affect online advertising. That means it’s important business owners get ahead of the curve in terms of looking for alternative forms of digital advertising and investing in organic engagement on Facebook and Instagram.
It’s still early days, so we don’t fully know how it will roll out and what the effect will be, but to make sure our clients are as prepared as possible, we’re recommending five strategies to consider:
The first and most obvious solution is to invest in content that will bump up your website’s rank on Google. At this point, Google’s services will be unchanged, so seize the opportunity to double-down on your search engine optimization strategy and reap the rewards of a ranking at the top of the list.
Use a tool like Google Trends or Keyword Tool to find out what your customers are searching, then create content around it. You might find it helpful to answer frequently asked questions, create step-by-step guides to problems you commonly solve, or comment on the latest news in your industry. Just make sure you capitalize on any potential opportunities to insert those keywords so Google can find your blog when people are searching for it. This includes the heading, subheadings, and text.
Google Ads are a wonderful way to make sure people can find you when they need you most. There are two main types, Search and Display, which can be used to target people in different ways. Search ads are linked to keywords, popping up at the top of the results page when people search like terms. Display ads, meanwhile, are designed to put your brand in front of customers who are likely to need your products and services and build brand awareness through exposure. Both run on a pay-per-click model, which means they can be a very cost-effective way to attract interest and generate leads.
Read more: Make Google Ads work for your business
Google My Business
Google My Business is the information panel that appears at the right of the screen when you search for businesses in your area. It’s essentially the modern version of a phone book listing, allowing people to find out all the essentials at a glance: address, opening hours, phone number, reviews, and much more. They’re free to set up, all you need to do is claim your listing and fill in the details.
According to BrightLocal, 64% of consumers have used a Google My Business listing to find the address or phone number of a local business, so an active profile can put your business right at the fingertips of potential customers. It’s basically a digital sign post pointing people to your store.
Read more: Google My Business is the perfect tool for marketing
YouTube is one of Google’s most successful products. It’s an advertising giant and is comparable to Facebook, Instagram and Google in terms of reach and effectiveness. It’s very effective if you’re targeting young men, because an estimated 62% of YouTube users are males and the largest percentage of them are aged 25-34. However, it’s so big that you can target any demographic.
This can be a really cost-effective option, because you only pay for impressions when ads are actually viewed, not skipped. You can also dial in on specific interest areas, maximizing the chance your ad will be seen by the right people, and it offers real-time insights that tie in with Google.
Read more: Why is corporate branding important?
LinkedIn is an amazing resource for B2B marketing (we don’t recommend it for B2C marketing, so definitely opt for Google Ads if this is your goal). An estimated 57% of users access LinkedIn through mobile, meaning you can deliver your messaging straight to the pockets of your consumers. It has a high trust value and it’s a fantastic way to target professionals in a very detailed way.
The best way to run LinkedIn ads is to target people aged 30-49 and be prepared to spend more than you typically would on Facebook and Google. It’s definitely more expensive to run, but it can pay big dividends once you connect to the right communities and start generating high-quality leads.
Want to develop a marketing strategy? Give us a call.