Are Apple's New Privacy Settings the End for Facebook Ads?

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As business owners, we all know how vital ads can be for capturing new audiences and clients. They even allow us to retarget our warm audiences to close more sales. 

With new Apple products releasing soon this year, we will see the roll-out of their latest operating system, iOS 14. And one of the biggest, notable changes in this new iOS is that users are going to be allowed to agree or deny to “sharing data" with each of their apps.

For Facebook, this is going to create a significant impact on the way advertising works…

“Despite our best efforts, the changes may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future. Our ability to deliver targeted ads on iOS 14 would be limited. As a result, some iOS 14 users may not see any ads from Audience Network, while others may still see ads from us, but they’ll be less relevant.”

As you know, Facebook gathers data from you as you are searching and browsing the internet, and this is how targeting for ads (and retargeting ads) works. For example, if you search for a new camera lens on a site, you will begin to see ads for other camera lenses or companies that offer similar products. 

If Facebook can no longer gather this data from you, to better serve you targeted ads to your needs and wants, what happens next?

In this episode, I am going to cover:

• How Facebook ads work by gathering your browsing or search data records
• What happens when users check “no” to stop sharing their data with sites like Facebook, and how will it affect your advertisements?
• Should you worry about not having Facebook “Audience Network” as an ad option?
• The mindset to have to move into this new transition with data sharing changes

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— TRANSCRIPT —

Our Apple's new privacy settings. The end for Facebook ads. We talked about this in today's episode.

All right, everybody, before you guys freak out at the new news, or maybe you haven't heard the news, let me, let me just layout, let me lay it all the cards on the table for you. So Facebook is a bit angry at Apple right now, and it's because Apple is making a change to its privacy features. And basically the next version of Apple's mobile operating system, which is going to be iOS 14 is going to be on all the iPhones that are going to be released this fall. And of course, people will update their phones and all that jazz, and iOS 14 requires that requires app developers to notify their users. If their app collects data about their, their, their activities online, it makes them agree to share that data. So what does that mean? Well, the way Facebook ads work, or at least one very prominent feature of Facebook ads is that if you do something like, let's say you visit certain types of websites related to stocks, right?

And Facebook tracks that, or you visit someone's website. Like let's say you go to a website, you register for a webinar, or you buy somebody's book, or you watch somebody's video, Facebook tracks that, and they, they share this information. I won't, I won't get too technical here, but they share information and it allows them to then retarget you and show you ads relevant to you or ads based on an action that you took. So for instance, if you visit a lot of stock sites, then you might see ads for, for stock offers. Or if you visit a lot of fashion sites, you would see ads for, you know fashion, right. Or dresses or, or, or clothing. And so the thing about that is, is in all this congressional, you know, stuff going on where Facebook is just getting completely, just raked over the coals is people are afraid of privacy.

Now, for me personally, I don't have a, you know, I have an abundance mindset. I don't have a scarcity mindset. So when I see an advertisement for a product that I might be interested in based on my, on my activity online, I think that's a good thing, because what if it's a product that could, you know, help me or product that I would enjoy. I like being able to see that, that that's me personally. And it's not as scary as people make it out to be, you know, Oh, it's big brother and all this, no, it's not. It's, you know, you know, you visited certain websites on your phone and the data was shared. And so you're seeing ads relevant to the type of websites and activity you do online. That's all it is. It's not like there's some dude in a, in a room somewhere.

Oh, he visited you know BNH photo.com and he's looking at, at camera lenses. Oh my goodness. Oh, that's great. Like nobody cares, right?

You're not that important. No one cares. They're just showing you relevant ads. So what's happening is Apple is tightening up its restrictions and what Facebook is afraid of. And I'll read, I'll read the quote here, and then I'll explain the quote despite our best. And this is from Facebook, by the way, despite our best efforts, the changes Apple's doing may require audience may render audience network so ineffective on iOS 14, that it may not make sense to even offer it on iOS 14 in the future. Our ability to deliver targeted ads on iOS 14 will be limited as a result. Some iOS 14 users may not see any ads from audience network while others may still see ads from us, but there'll be less relevant. So audience network right means that there are websites that are off of Facebook. Cause you know, Facebook owns Facebook.

They own Instagram. They own WhatsApp. Obviously they own Facebook messenger. And so on those Facebook-owned properties, you will see ads and that's not going to be effective because if you click on an ad on Facebook, you're on Facebook, Facebook can track its own users. So then if they show you a relevant ad, based on your Facebook activity, they'll still be able to show you ads on other Facebook-owned properties. But with audience network, what that means is it's a collection of properties and websites and blogs and news outlets that are not owned by Facebook but are in partnership with Facebook to show, to show ads that are controlled and generated through Facebook. So basically if you get a new iPhone with this setting and you don't check the box to share that data, this means that you'll still see ads on Facebook.

You'll still see relevant and targeted. And retargeted ads on Facebook on Instagram, on WhatsApp messenger, but you may not see them on you know, when you visit a blog or something on, on, on your phone and you may not get that same experience. And I understand why Facebook's worried about it, right? But as an, at some, as somebody that's built an eight-figure company based off of Facebook, primarily at least in the beginning, Facebook ads, I, I'm not worried. Right? And here's why people spend all freaking day on their phones on Facebook, on Instagram, et cetera. So if you want to deliver an ad, a targeted ad, or a retargeting ad, it means somebody visited your website and they watched your webinar. They, they, they visited your Shopify store or whatever. And now you want to hit them up with a retargeting ad that says, Hey, I noticed you, you watch my webinar or, Hey, I noticed you, you visited my store, buy this thing or do this thing.

I understand that. You're worried that on audience network. Yeah. You may not be able to show those ads as effectively, but here's the thing. People are on their phones all day. They're going to see that same ad on Facebook or Instagram or messenger or WhatsApp at some point anyway, right? Like that's the thing, the thing is they're going to see the ad regardless. And yes, when I look at my data and I look at our sales, I do see a chunk, not, not the majority, but I do see a chunk of sales come from audience network. To me, those people like it. They don't see that on audience network. They'll probably see that ad on Facebook or Instagram anyway, because within five minutes of them reading that, that new article on, on whatever, right, they're going to go check their Facebook. They're going to see the ad anyway, in my opinion.

And you know, I've only spent like, I dunno, $5 million on Facebook ads. But here's the other thing. This also comes down to mindset, right? Cause like, let's say you're an entrepreneur, you're advertising or whatever. And you're like, Oh, this is bad. This is bad. That's a poor mindset. And here's why there's two things you have to consider. Number one is that everybody's going to be playing by the same rules, right? So it's not like you're all lining up in a race with all your competitors and somebody is taking you personally and putting you 20 feet back and everybody else is staying 20 feet ahead. No everybody is, is, is taking a step back. So the playing field is still level right there. There's no. So vantage that your competitor is going to have over you based on this change. So the market is going to be the same, right?

You're going to have the same tools at your disposal as the next guy as your competitor. So from a mindset perspective, I don't really see an issue. And I believe that people are, they're going to see the same ad on a different property anyway, that they're V you know, if people stop visiting Facebook, if people stop spending all day on Instagram, okay, fine. Maybe we can talk. Right. And the only way I see this making an actual major impact is that people spend all day reading blogs and on news sites and hardly any time on Facebook or Instagram, which I don't see happening. So that's, let's, let's look at another mindset perspective, see a poor mindset, will you? Oh, it's harder to advertise, which is really not. I don't think you're even going to really notice it. But a poor mindset will say, Oh, it's oil.

Facebook ads are even harder now. Oh no, no. I can't grow. My company. A rich mindset is, Ooh, all buy Facebook stock when this hits, buy it on the div and get in for a low price. And then as the company grows over the next few years, I'll have gotten a really good price in my stock will increase. That is a rich mindset, right? Cause you cannot control what happens in the world. You can not control what happens in, in, in other people's businesses that affect yours. You cannot control these things, just like you can't control. Who's going to be president, but you can control your reaction to it. So when this happens, which is going to be in the fall, you can sit there and

I'm not going to spend money on Facebook ads. I'm on something. I'm going to go back to my nine to five. Cause it's just getting too hard to advertise and blah, blah, blah. Or

You can not do that. You can continue to advertise again with the same playing field as everybody has. And maybe by, you know, I know I'm going to buy some Facebook stock when it dips. Cause it's definitely going to dip when this rolls out and, and you know, it'd be, and Facebook's talking about it and freaking out about it. They're stock's going to dip, I think, and I'm not an investment expert. I'm not giving any investment advice. But common sense to me is that when something bad happens to a company or at least the perception of something bad happening to a company, their stock drops. And that thing is only temporary. Like, look what happened when covert hit, everybody freaked out because they're like, Oh man, you know, I don't know what's going to happen, but so everybody stock drop, but then it skyrocketed back up.

And the people that bought during that dip, our pay made a lot of money. And the thing, the funny thing is is that, you know, and I was scared too. I'm a human being, you know, I didn't know what was going to happen, but ever since COVID hit with the exception of that one month, March that one month where everybody was holding onto their money every month, since then we have had literally record profit months. I've never had so much made so much money in May. It made so much profit in my business ever. And you know, there are multiple explanations for this. Maybe it's because more people are at home. So more people are, are consuming ads or, and content, or maybe it's because people are looking to grow their business or start a business more. Now that they're at home, it could be a variety of things.

But the point is, is that don't freak out about this type of stuff because you cannot control what happens. You can only control how you deal with it. And I know that I'm not going to worry about it because I realized that the same playing field is going to be applying to everybody. And I'm probably gonna buy some Facebook stock when it dips. And I'll just leave you with one more thing. If you think that you should worry because Facebook themselves are worried. Look, guys, let me tell you something. Let me tell you something right now. The last person you should listen to when it comes to Facebook. Ads are Facebook. I have spoken to dozens of Facebook reps from the Facebook ad team. And you know, you know, you run Facebook ads and eventually you get an email and they say, Oh, Hey Dan, you know how would you like to set up a 20-minute call with somebody from, from Facebook to tell you how to run your Facebook ads and get better results out of your Facebook ads.

And a lot of times I'll do these calls just to see what they have to say. And let me tell you, I have, I have heard some bad Facebook ad advice. I've, I've, I've heard some bad advertising marketing advice before, you know, in blogs and Facebook groups and just at conferences, I've heard some really bad advice, but the worst advice I have ever heard is from Facebook reps, you got to think these are basically kids in their early twenties, maybe younger that are getting paid. What? 15 bucks an hour to sit in front of a computer and read a script. They're not advertising experts. They're not entrepreneurs. If they, if they knew anything, even remotely useful about Facebook ads, they would not have that job. They would have, they would be making a ton of money running their own Facebook ads. And they sure as heck would not be sitting there getting paid $15 an hour, taking 50 calls a day for Facebook.

It like, it just doesn't make any sense. Right? So that's the thing guys is be very cautious when listening to Facebook about Facebook ads because the people that really know about Facebook ads are people that have made millions of dollars growing their company from Facebook ads, not kids. They get paid basically minimum wage to sit in a booth and read a script about Facebook ads. Okay. I'm just being honest. So I would not worry about this to summarize. Don't worry about it. Have an abundance mindset, have a rich mindset, and remember that at the end of the day, the playing field is level for everybody and you put out great ads. People are gonna see them and people are gonna buy your stuff. So spend less time freaking out and spend more time getting better at what you do. I love you guys. Thank you so much. See you in the next episode.