Cracking Cold Audiences
Privacy updates have changed the game for Meta advertisers. Reaching cold audiences is now more challenging than ever. This blog post explores strategies to target cold audiences effectively in a post-iOS 14 world.
Understanding the Challenges
With iOS 14’s privacy changes, Meta’s ability to track users has diminished. This affects:
Lookalike audience accuracy.
Conversion event tracking.
Overall ad performance.
How to Reach Cold Audiences
Leverage Engagement Data
Focus on video views and post engagement.
These metrics are tracked internally by Meta and remain reliable.
Create Lookalike Audiences
Use strong source audiences (e.g., 75% video viewers).
Build 10% lookalikes for broader reach.
Run High-Value Campaigns
Focus on education and awareness.
Avoid hard selling to cold audiences.
Adapt and Evolve
The post-iOS 14 landscape requires a more strategic approach. By using reliable data sources and focusing on value-driven content, you can still reach and convert cold audiences effectively.
