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Home Blog Pay-per-clickWhat to Expect From the iOS 14 Security Update Ad Limitations
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There’s tons of chatter online about Apple’s new iOS security update, especially among digital marketing companies. With the update expected to have a big impact on how online marketers collect data, people are scrambling to cook up solutions.
Last January, Facebook released a preemptive post for all their partners who advertise on the app, saying that they should prepare for these changes. As of April 2021, TikTok also released its guidance overview on the impacts of this update for advertisers.
TikTok is warning advertisers about impact of upcoming Apple iOS 14 changes to ad tracking https://t.co/MYKcV8vPZl pic.twitter.com/G56nyG77nJ
— 🟣 Matt Navarra (@MattNavarra) April 7, 2021
Industry commentator Matt Navarra shared the news about TikTok’s Business Help Center updates, warning advertisers of the adverse effects of Apple’s iOS 14 security update. With questions like “how do I block all ads?” cluttering the online space, there’s a need to outline the features of this iOS security update that concern advertisers and businesses.
Need to figure out what you can do about this iOS security update as an advertiser? Check out this guide for accurate information and actionable approaches regarding the iPhone security update for Facebook advertisers, mobile app marketers, and PPC management experts.
This update has several new features for Apple users, the most relevant to digital marketers being capabilities that allow users to prohibit all apps on the Apple Store from collecting and sharing their data unless the user opts into it. This update comes in accordance with Apple’s new AppTrackingTransparency framework and is available on all Apple devices that have upgraded to iOS 14.
Here’s a quick chart that demonstrates how security features will change in the update:
Before | After | |
Automatic permissions to utilize user data User data collection for tailored ads and timeline |
Allowed |
Users will be prompted during download if they will allow this app to track their data. |
For the consumer
This update will entail a lot of decision-making issues for consumers. With this new security update, Apple will automatically prohibit apps from collecting and sharing their data, unless they opt into it before downloading from the store. This data includes, but is not limited to:
For the marketers
For you, this then begs the question: “What are the problems with the latest iPhone update for digital marketers in 2021?”
Our take as a leading PPC agency in the Philippines on this iOS 14 security update lies heavily on its implementation vis-a-vis conversion tracking. Specifically, the FB SDK for iOS 14 now has set limitations that can hamper the data to effectively optimize your FB ads.
Long story short, the update will highly limit the amount of data e-commerce practitioners can derive insights from. In effect, companies will need to restructure their campaigns, to create separate iOS 14 app install campaigns due to reporting limitations from Apple’s SKAdNetwork API.
Despite the many limitations that come with this update, all is not lost for the disadvantaged digital marketer. Though your clients may have the option to disable, block or turn off targeted ads on iPhone apps now, there are still countless other ways to market your content to audiences online.
You as a Facebook advertiser, mobile app marketer, or PPC advertiser just need to reconcentrate your efforts on your other marketing channels.
If you’re curious about the best practices for better engagement in light of this, then check out these iPhone security update tips for every affected digital marketer.
If you’re trend-savvy advertiser marketing for a brand that’s on TikTok, you should stay up-to-date with the app’s new policies. Here are some of the initial changes to their advertising guidelines from their Business Help Center:
According to the platform’s help center, you can prepare for Apple’s upcoming security changes by doing the following:
Simply put, stay up-to-date with the Apple-supported version of the MMP SDK so you can track your ads on TikTok and modify your campaigns for iOS 14.
If you’re managing your company’s Facebook ads, you’ll need to watch out for the following changes to Facebook advertising policies:
To manage these changes, you can apply these respective strategies for your company’s Apple iOS 14 users:
If security truly is a concern for your company’s customers, redirect your customers’ focus to other advantages of your company. For example, you can turn this Facebook advertising hindrance into a positive publicity campaign. Highlight your company’s transparency efforts on social media to build genuine trust among your customers.
Prior to strategy implementation, make sure to conduct the following actions for your marketing efforts:
After the implementation, you should then restructure your account to accommodate Apple’s security update. Overall, you need to work with the update and not against it, if you want to optimize your Facebook advertising.
For mobile app marketers out there advertising on Facebook and other apps, you’ll need to watch out for these changes and opportunities in Apple’s iOS 14:
To manage these updates and opportunities as a mobile app marketer, you can apply the following strategies for your company’s Apple iOS 14 users:
With App Clips, mobile app marketers can seamlessly transition future customers from interest to immediate download or purchase. You just need to work with the limitations Apple has set, and make use of the helpful features they’ve added to iOS 14.
If you’re a PPC advertiser who needs user data to track conversions and pay-per-click advertisements, watch out for these new challenges and opportunities for your advertising strategies on iOS 14:
Given these challenges and opportunities, see if you can still apply these advertising strategies for your company’s users as well:
As a PPC advertiser, you still have other opportunities to advertise, even given this update’s limitations. Plus, you just need to be patient and wait for Apple’s new Private Click Measurement system to improve your PPC advertising.
There are a lot of lessons to be learned from Apple’s iOS security update. Your customer’s concerns and values change, so naturally, you have to change your advertising strategies, too. Make sure to remember these important discussion points when planning your next steps for advertising on iOS 14:
With every limitation comes new opportunities for growth. Don’t let this update get in the way of your company’s success this year.
Still, need help with planning out your digital marketing campaign on Facebook? Don’t forget to message us on Facebook, Twitter, or LinkedIn for more helpful advice.
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