FACEBOOK AD SUCCESS AFTER iOS14: Incremental Lift & PSM

Published on: December 25 2022 by The Facebook Disrupter

With the recent release of iOS14, Facebook has implemented changes to its advertising platform that have had a significant impact on advertisers. One of the most notable changes has been the introduction of Incremental Lift PSM (Per-Segment Measurement), which has allowed advertisers to measure the effectiveness of their ad campaigns more accurately. In this article, we will explore the impact of Incremental Lift PSM on Facebook ad success and how advertisers can adapt to these changes.

Impact of Incremental Lift PSM on Facebook Ad Success:

- More accurate measurement: Incremental Lift PSM allows advertisers to measure the effectiveness of their ad campaigns more accurately by taking into account the incremental impact of the ads on their target audience.

- Better optimization: With more accurate measurement, advertisers can optimize their ad campaigns more effectively by focusing on the segments that are driving the most incremental lift.

- Improved ROI: By optimizing their ad campaigns based on incremental lift, advertisers can improve their ROI and get better results for their ad spend.

Adapting to Changes in Facebook Advertising:

- Focus on incremental lift: Advertisers should focus on driving incremental lift in their ad campaigns rather than just maximizing reach or impressions.

- Test and learn: With the changes in Facebook advertising, it is important for advertisers to test and learn what works best for their specific audience and ad campaigns.

- Use creative optimization: With the introduction of Incremental Lift PSM, creative optimization has become even more important for advertisers to ensure that their ads are resonating with their target audience.

With the changes in Facebook advertising due to iOS14, it is important for advertisers to adapt and optimize their ad campaigns based on incremental lift. By focusing on more accurate measurement, better optimization, and improved ROI, advertisers can achieve success with their Facebook ads. It is also important to test and learn what works best for your specific audience and use creative optimization to ensure that your ads are resonating with your target audience.

Table of Contents About FACEBOOK AD SUCCESS AFTER iOS14: Incremental Lift & PSM

In this article, we will focus on two key areas for success after iOS 14: incremental lift and profitable scaling margin (PSM). We will explore why attribution is a lie and how to move away from it, the importance of reaching more people with content they want to see, and the benefits of teamwork over trying to take credit for others' work.

Incremental Lift:

- Debunking the idea of attribution and why it's a lie

- Focusing on the concept of incremental lift

- Understanding the importance of reaching more people with ads they want to see

- Avoiding the complications of interest groups, retargeting, and smaller audiences

- The benefits of focusing on quality and quantity of similar customer journeys

PSM:

- Understanding profitable scaling margin (PSM)

- The importance of focusing on one product or offer

- Looking at the lifetime value of the customer and the total margin on that customer

- The benefits of focusing on profit margin per sale over ROAS or MER

- How to make money by being a team player and focusing on delivering the largest margin between front end and LTV

By focusing on incremental lift and PSM, businesses can achieve greater success after iOS 14. Moving away from attribution and focusing on reaching more people with ads they want to see can lead to higher search volume and better conversion rates. By focusing on profit margin per sale over ROAS or MER, businesses can make more money by being a team player and delivering the largest margin between front end and LTV.

FACEBOOK AD SUCCESS AFTER iOS14: Incremental Lift & PSM

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