Preparing for a Facebook Performance Drop Off

ABOUT THIS EPISODE

Alison Zeringue, Director of Account Management at Search Influence, joined the podcast to discuss the broader trends we’ve been seeing from both tech companies and advertising platforms towards both user and data privacy, and how higher ed marketing teams need to respond to Apple’s iOS 14.5 update.

There's a lot of Weben ars today, justtalking about tecuci future and for what that really means is that there'sthis global push for Internet users to have more control over their privacyand their data about them. You're, listening to enrolment growth,university from helic education, the best professional development podcastfor higher education leaders looking to grow in Roman at their college oruniversity, whether you're looking for fresh and Roman growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to an Roman GrowthUniversity, a proud member of the connect Vu podcast network, I'mmericles on with helit education and were here to day with Alison Zuran,director of account management at search influence, Alson welcomed theshow thanks Eric. Thank you. So much for having me really excited to haveyou and for you to help talk us off the Ledge regarding these new advertisingplatform shifts and what it means for data driven marketers across Higher Ed.But before we dig in, can you get the listeners a little bit of background onboth search influence and your rule? There absolutely search influence is a fullservice. Digital Marketing Agency were based out of New Orleans, but we haveclients nationwide the last few years. We have started to kind of really focusin on some of our key industries that we know we can have a big impact inincluding higher ed we've been in in the industry for fifteen years now andactually were started as an SEO agency. So so kind of is our bread and butterand is usually why people find us to begin with, but we have really grown tooffer the full suite of digital marketing services, including lots andlots of face book Gads, as you can imagine, and all types of digitaladvertising today and my role at search influence on the director of accountmanagement. So I work both with a team of account managers and their clientson strategy. I've been in the Organization for ten years now, so Ihave you know a breath of experience working with hundreds of clients overthe years. So I work with them on strategy and on execution of thosestrategies. But then I also get the pleasure to serve on the executive teamof search influence. I report directly to our owners and we work on agencyplanning and all of that you know fun stuff growth for the future congrats onthe ten years and it's fun because from an attribution- and you know analyticside, we might be moving back to how we did it ten years ago. So so like yeah,I else to kick us off today. Can you give us just a high level overview onmaybe start with the broader trends that we've been seeing from both techcompanies and advertising platforms toward both user and data privacy? Yeah?Absolutely so, since GD, which many people have heard of, it's called thegeneral data protection regulation which came out in the EU and twothousand and sixteen and really ever since then more globally. There's beenthis push towards a you know: A cookyless future you'll hear that a lotthere's a lot of webbers today, a talking about cookie tecuci future andfor what that really means is that there's this global push for Internetusers to have more control over their privacy and their and data about them.So it's giving people more of a say and whether or not an application can usecookies to track their behavior and report you on a cookie, then reportsback to its its source. So this is why you know, in the last few years, you'vestarted to see a pop up banner on almost every website that you visitthat notifies you. This website uses cookies and it gives you the option toopt in or out a lot of people. I think, don't even read those banners I justkind of now. It second nature click the button and move on, but what a cookieis to back up for a second is it's really a piece of data that stored inyour web browser that is feeding...

...information back to its source, aboutwhat you're doing and your browser, so cookies are cookies for good or thingsthat help a website. No say that you're logged into that website, or what's inyour cart, so that you know Amazon, for example, can show you in at for thething that you put in your cart but didn't buy right and in the US applehas been really leading the charge here. The United States is certainly fartherbehind than the? U and it comes to this. You know this privacy trend, but applehas kind of been pushing things forward. A few years ago they made a series ofupdates to safari, which was you know, is a well used browser restrictingcookie use in safari and then of course, last week, apple release the IOSfourteen point, five software updates, for I phones- and I pads which reallykind of brings us to this discussion today, because this is kind of the new.The new reality of you know pushing for this cookyless future yeah. Let's diginto that. Can you give us just kind of an overview on apples, IOS fourteenpoint five software update and how that's going to start changing thingsfor data driven, marketers yeah? Absolutely so, with a release ofIOS fourteen point, five apple will begin to require APPs in the APP storeto show a prompt to users. You might have even already seen one of these sofar if you've opened an apple if your phone automatically updated, where it'sasking the user to opt in or out to allow that apt to track their activity,and so they're going to now require this and the abstrait the AP store andany APP that's own. An ioles fourteen point five device, and this issignificant because apple says that I ios fourteen is now installed on eightyone percent of ithon that were introduced in the last four years,which is I mean, that's it's pretty big, and so, if you're on IOS fourteen, thenyou should expect that you're going to get that fourteen point five update andthen also you know I phone in general with has such a huge market here in twothousand and twenty one is estimated to be about fifty percent of global deviceuse. So it's significant and then what that means for marketers really is thatface book has kind of been forced to alter their ads platform in response tothese up dudes and it's going to require advertisers to make somechanges to their account from a big picture perspective. What this is doingfor users is that a user could expect ads that they were typically you knowexperiencing and their facebo feed or in their everyday life as an internetconsumer to be less personalized. So you know in the past I might see adsfor kids, toys or diapers, as I have small kids at home. But now you knowthere's going to be less information available to the ad platform about me,so I might start to see less of those ads and more ads about dog food when Idon't actually have a dog, but they think that I'm a dog lover so for users, that's the impact and foradvertisers. Naturally, what that means is that you know we're going to be ableto deliver less personalized ads to our target audience, and what it also meansis that campaigns in Facebo K in particular are going to be limited tosome extent when they are specifically focused on a conversion event. So, forexample, if my goal is to have you Eric, you know, click through to my websiteand then fill out this inquiry form about. You Know Masters Program. If Iwas optimize for that conversion of you filling at that inquiry form I'm likelygoing to have less data and less specific reporting, and so, as a resultof that, marketers are anticipating. You knowtheir campaign success to be affected to some degree as a result of that yeah.So Ting off that example, I might still...

...get the student. I still might stillget the lead. But when I look at my face book report, it might see that Ispent the money but not necessarily know whether or not I got the studentor not. So if I'm a university running paid social campaigns on face book,what are the things? I need just to make sure that I do right away for thisyeah great question. So the first thing is that I was fourteen by five rolledout last week to not to scare anybody, but if you haven't prepared yet youknow you might have some catching up to do, but it's not too late, and you know,universities in particular, I think, are in somewhat of a precariousposition on here, because you know for smaller universities, where they'remarketing is more centralized. This might be a bit easier, but for largerinstitutions in particular, we work with Tulin University and we found thatyou know they had as many as fifteen to twenty nine different entities withinthe school that were using face book ads in their own way and not allthrough the same account, and so the first thing that I think that you knowuniversities need to do is to as first step understand the current state offace book ads at Your University. So what we did with two lane in particular,was we worked with with the the limited marketing team that is, you know, partof Central University and then ran a survey with all of the differentmarketing contacts across all the different schools, and you knowsolicited some information from them about you know. Are you using face bookas how are you using it? You know what types of campaigns are you running? Doyou have your own business manager account all these details that weneeded to collect because it was going to influence our decision making downthe line. So all that said first point is: If marketing at your university isto centralize, you need to get a grasp on the current state of face book,advertising and particular, and if it is more centralized than you know, justjust making sure that you have an understanding o of what you're, usingyour campaigns for to some extent, if you are not running any conversion,optimize campaigns like let's say you only use face book ads for brandawareness. This update is not going to have a huge impact on you, but I wouldthink you know most effective. A campaigns are in fact optimize forconversions to some degree and so they're going to need to take action.So beyond that, the second step is something that's new through these facebook changes is that advertisers have to verify their domain within face bookbusiness manager to effectively certify that you, Your Business Manager,account your ad account has the right to run ads for that website. Now again,when you think about decentralized, you know: Marketing at a university, you'vegot one domain to Lin, Dudy Bu, but you've got fifteen differentadvertisers so who gets to claim that verification of that domain?And so that's where that collaboration really comes in, we had to kind ofestablish a new business manager account that would host that domainverification and then we needed to connect all of the you know. Thedesperate business manager accounts as partners and there's gitl ways to dothis. There is there's definitely a you know, framework that all of that can bedone, but that don't mean verification is stuff to it's really important andthen third Facebo K is now requiring per domain. That gets verified you tochoose and prioritize eight conversion event categories, and in the past therewas no limit. You know it could be any number of conversion events that yourcampaigns could potentially optimize for, but now you're restricted to eight,and you have to have them prioritize then than anyone who wants to advertisefor that domain has to comply with those same a conversion, events and theprioritization that's used. It are so that's the next step, againunderstanding what the campaigns are doing now and so that's going to inform,which a conversion event categories. Are you going to choose effectively?You need to understand, you know which...

...of these? Can I choose that's going tocover the majority of the campaigns that already exist with for thisuniversity and so they're things like lead, which you know you would use foran inquiry based campaign, for example. If I want you to fill out a contactform, then that's effectively a lead if I'm looking for blinking on some of what the other onesare, but if I'm looking for say an awareness tactic that give up to onetype of this one type of conversion. So you get the idea, there's there's eightdifferent ones and you have to or there's more than eight, but you haveto choose eight and then prioritize those and then last step for is oncethat's done. You're likely going to have to set up some new conversiontracking in your face book Pixel and then adjust your campaigns so that theyare now optimize towards those one of those eight newly set conversions. Onething I didn't mention prior is that we did have to- or we made a decisionrather during this process, with two land to to actually move towards oneuniversal facebo Pixel, as opposed to all these different advertisers havingtheir own, and so that's another consideration. Another decision thatmay need to be made because the complexity it's pretty complex to thenhave you know one domain, Verification and you know any number of Pixel. Youalmost have to choose one primary Pixel and for toling we ended up desiringthat we would do one universal pixel across the domain. I love how youactually gave me an optimistic view to look at this is a opportunity for on itan opportunity I use for centralization if it's something that you've beenfighting for in the past. Here is your opportunity, friends. So of that Alisonfrom a reporting standpoint. How will this change? How marking teams willneed to report on their spend, for example, and you mention, if you'redoing brand awareness and you're throwing you know fifty grand of thisthing and no one's asking you what it did or why cool you might have to doanything, but if I'm reporting lower funnel conversion campaigns, I'm usedto being able to tell them three thousand four thousand five thousandper conversion. What's going to change in my ability to report in thosenumbers and what's going to happen to those numbers? Yes, that is a greatquestion and there will be impacts there. So first, the attribution windowfor conversion campaigns is shrinking quite dramatically from twenty eightdays to seven days, and so you mentioned this earlier, but you knowthis may not mean that your campaign low me back up your campaign may stillinfluence a similar number of conversions as it did before, butbecause we can only track and attribute conversions within seven days back toyour campaign, as opposed to twenty eight days. Your number is very wellare going to look very likely going to look smaller, especially in Higher Ed,where we know this is a multi touch conversion. You know people spend a lotof time. Thinking about these decisions, and so you know it's unlikely thatthey're going to see your ad and convert. You know immediately and so anif they did Kudos to you got great targeting, but it's going to decreasethe amount of conversions you see reported in face book guys you kind ofneed to know that up front. They do have a tool available that you can kindof. You can compare what your campaign your attribution, looked like before,to what it will look like with the new attribution window change. That's areally great tool to check out then there's also some some other thingsthat will change for you know for those who work in campaigns like you said,you know if you're used to get being able to get down to a cost per inquiryor Caspar conversion. You know you're going to see some differences you'regoing to see a little bit of a delay in reporting. The reporting within facebook ads manager is going to be delayed up to three days, which whichdefinitely would have an impact say if you're running a short term campaign.So that's something to be aware of another. Is that breakdowns that wewere used to seeing before so delivery and action breakdown such as like age,gender region or conversion device or...

...placement will not be supported anymore?So we used to be able to get really granular to see. Okay, this campaignsdoing really well with women, or you know the specific region, and so thosethings are going to be limited and that's certainly going to you know,potentially impact your performance. The other thing is that, if it takes,you know two actions or like a play, your campaign actually influence as apotential student to take two different actions. Maybe they inquire and starttheir application. That is a conversion of it. Prioritization we were talkingabout is this is where that comes in so let's say they inquired and theyconverted their or they started their application. Rather in the first youknow seven days of your campaigns, you actually do have those two conversionsthat could attribute back, but it's only going to attribute the highestpriority event that you set in your event, prioritization. So, in thatsituation, I'm going to assume you likely did start application as higher.You know higher importance or higher prioritization, and so it's going tocount that as a started application conversion, but you're not going to getcampaign credit for the fact that you also brought in that inquiry. So thereare some ways in which reporting is going to change, and you know it'simportant if you have a heavy face book strategy to, you know, make sure you'rekeeping an eye on the big picture, because we know that campaign data isgoing to be limited to a degree, so you're going to have to kind of keepthat in mind. Take everything with a grain of salt for a period of timeuntil things normalize and keep that eye on your pipe line data and ifyou're, you know your typical pacing on inquiries is really far off. Then youmight need a dig in and I you might have a problem. There love thosethoughts house and let me restate a couple of them and then you pink back.If I misunderstood you so yeah face book, AD performance will likely lookworse than ever before, and the question is: Is it actually worse horse?Just this, the new normal and our priority suggestions are run. Your historical data against yourtwenty eight day window versus your seven day window understand thedifference between those cost per enrolments or c PLS to understand. Ifmoving forward that that trend look similar, one of the thing that we didon our side was, we ran android historical numbers and apples, hystenumbers, and so, if we lose sight of apples moving forward, can we makeinferences based on what we're seeing happing on the android side and theother things a in my interpreting, your suggestions correctly and be any otherthings like that? We should do when trying to understand future data bylooking at our historical yeah. You know that and that's a reallyreally great idea and a good point about android versus Apple Yeah. So youknow you now did I can't think of anything else at the moment, perfectElson, as these trends continue, we move further and further toward aprivacy first cooky less world. What does dad a drippin marketing decisionmaking and attribution? Look like a lot of a lot of us. Sisal avetars arewondering upon during that question right now. You know. We believe thatone way forward is to to leverage platform, the technology that use firstparty data and other technology to track users so, for example, deviceideas rather than cookies, and since we're in such a you know a mobile world,I think that that's going to become more prevalent so as an example.Programmatic platforms, you know, have technology and solutions for this. Soan example, one programmatic platform that we work with him. We use forclients and uses device ideas, and then it further anonymi those into their ownunique ideas, and, what's great about that, is that it talks is the usersbehavior and interest together cross device. So it can kind of understand mybehavior from you know, working on my ephone to my laptop and so forth, andit doesn't rely on cookies and then you know, Cancan be more compliant withsome of these privacy regulations, and...

...so I mean it remains to be seen. Youknow. I think this is a really hot topic right now, and technologyplatforms are smart and the people who run them are smart. So we do expectthat we're going to continue to see new technology introduce that helpsadvertising be as effective. As you know, it has been and also protects.The consumer yeah hid out onto that for those listening. Your internalmarketing teams might need to up skill and level this in turn down to playthis new, much more analytic, driven game. Yes, absolutely, no son, anyfinal next step spring Utians. Listening to this today, looking tostay ahead of these trends, make better marketing spend is decisions. Whereshould they start good question, and I think you justkind of touched on where I was going to start, which is up skilling. I mean youknow, there's so much, there's so many different, continuing ed opportunitiesout there for working professionals on data analytics and marketing, and allthese different ways and which you know we need to be kind of up Skilling andwe're really seeing that come to life right now of like if you're not doingthis and you're, not educating yourself, I mean it speaks to the value of higherred. You you got to you're not going to be able to keep up so but there, butalso there's a lot of people power that goes into staying ahead of these trendsand adapting to them. You know the platforms or the platforms, but ittakes people staying on top of this stuff, and you know centralizing, forexample, or pulling and figuring out, what's going on at your university, soone thing we recommended to to Lin, since we did that process of kind ofgetting our arms around what was happening at the university. We didn'tnecessarily completely centralize anything, except maybe you know ourpixel, but in doing that, we kind of almost created the foundation for thethe central, the small central marketing team, to keep up with all ofthe different advertisers that are, you know at the university. So if you canformalize a group such that you're able to access those decision makers in thefuture, it will make it easier to adapt to changes that are likely to come downthe pipe line and if you can understand what these the goals are of thosedifferent departments and those different teams. Certainly going tomake it easier, so what we kind of are doing with Tulin almost establishinglike documentation, so, for example, if a new facebo advertiser or a new, likeI say school at the university- wants to start face book advertising and theyhave it before they can provide with this starting point. This is like thisis your Pixel, and this is the you know, basically keep them in line with bestpractices and that just sort of helps. You know if you know that everybody'sin life does practice is going to make adapting in the future easier and thenanother thing I would say is that we always telt the importance of running adiverse campaign or a multi platform campaign. You want to have a diversestrategy so that you're never too dependent on any one platform for yourLe Generation, and you know what, if face book, guys blew up one day, youknow that's your whole pipeline you'd be in trouble so, and you know lastly,would say: Leverage experts in the space agencies, like you re as a mine,we, you know we do this every day, and so we're compelled to stay up to datewith these best practices- and you know the good ones can help translate thatto you into real life and into your university like how do we actually dealwith this? You know in practicality fall some thanks so muchfor your time today. What's the best place for listeners to connect with youif they have any follow up questions yeah, absolutely in Eric. Thank you forhaving it was a pleasure you can find us online. Of course, on you know allthe social media, but we have a white paper specifically about this topicthat anyone's welcome to download it that a quick link that you can use asSI doty IOS fourteen Ed- and you know, if you want to learn more about how youknow an agency like ours or you know,...

...if you need consulting with somethinglike this, we're always available for that. But you can find us at searchinfluence as well. Awesome thanks so much for joining us to day alson. Thankyou Eric as a pleasure attracting today's new post,traditional learners means adopting new enrollment strategies. helic educationsdata driven enterprise, wide approach to enrolment growth is uniquely helpingcolleges and universities thrive in this new education, landscape and Helixhas just published the second edition of their enrolment growth playbook,with fifty percent brand new content on how institutions can solve today's mostpressing Androma growth challenges download it today for free at HelosEducation Com play book. You've been listening to enrolmentgrowth university from helic education to ensure that you never miss anepisode subscribe to the show, an I tunes or your favorite podcast player.Thank you so much for listening O until next time.

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