Situation:

Within the last two years several updates have been rolled out both by Apple and Meta that have directly impacted advertisers' ability to both target and optimize campaigns based on a defined action.

• Apple rolled out the iOS14 update which limits 3rd party tracking on iOS mobile devices which prevents advertisers from tracking and optimizing to conversions on Meta.

• Meta is now limiting what audiences that can be targeted so for example you cannot target based on any health condition, any interest to any health condition (i.e. hearing loss, acne, learning disabilities)

 

I had clients who had their Meta campaigns impacted directly by the iOS14 update and were concurrently offering products that were addressing health or wellness related issues. Nuheara was one and their campaigns were impacted directly by both the iOS14 update and limiting their audiences that they could target causing their campaigns to be unprofitable.

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Task:

Recommend and develop a new campaign testing strategy to build a relevant audience without relying on Meta. 

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Action:

• Test different conversion campaigns in addition to purchase campaigns (video views, webpage engagement, checkouts initiated, etc.). 

• Layer in potential audience interests that could be targeting the right audience that are more likely to have hearing loss.

• Upload to Meta, email lists of our customers and those who subscribed to newsletters.

• The goal was to leverage the above exercises to build comprehensive Look-alike-audience segments based on actions we wanted with the brand.

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Results:

We ran this for two months before Nuheara decided to pivot on their commercialization strategy but overall ROAS did improve from .52 to 1.09. Still a lot of room for improvement but with optimization and allowing Facebook to expand our LAA, my goal would have been a ROAS of 2x-3x.

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