With more than 113 million iPhone users in the U.S. alone, the potential for marketers sending out personalized ads has been great.
That was the case, at least until Apple rolled out IOS 14 last September.
According to data from Statista, the 113 million represents nearly half of all smartphone users in the U.S.
Here’s what changed. Until IOS 14, advertisers got access to users’ IDFA (identifier for advertisers) whenever they downloaded an app from the App Store.
IDFA is an Apple-assigned unique identifier that permits advertisers to track consumer behavior across a company’s different channels so they can tailor their advertising. Since IOS 14, consumers control this and decide whether or not to grant permission for each app they download.
Add to this news a subsequent announcement from Facebook that it will no longer gather IDFA from its users. Advertisers on its Audience Network relied on this data. Google also acknowledged that without IDFA access, advertisers, as well as publishers, will have a bigger challenge. All these changes are likely in response to consumer sensitivity about privacy and their data.
A recent survey by signs.com revealed that 54% of respondents felt their privacy was invaded when they received ads soon after conducting a search. Another 80% agreed and said they, too, received ads from recently discussed products. The study results also showed that the greatest number of targeted ads occurred on Facebook (72%). Instagram trailed at 51%, YouTube (46%), and Pinterest (35%).
What this means for advertisers is that organic SEO is more important than ever. Good SEO will engage consumers by revealing content they’re seeking and want. Better still, it will raise a brand’s search engine rank and grow its audience.
It’s an excellent time to re-audit the brand’s existing data and even that of competitors. Review the keywords customers are using. What are the click-through rates (CTR) on different platforms? Are they from backlinks or search engine results?
Which website pages are drawing the most views and what percentage is from mobile phones? Focus on three key areas – good content, links, and SEO.
As before, continue focusing on keywords but also that of key competitors. When possible, narrow down and fine-tune them to any special or unique offerings. Complete filling the funnel by adding long-tail and lower-volume keywords. By sending out targeted signals, search engines are more apt to rank the brand for keywords.
In using good content, companies can position the brand as a thought leader by publishing blogs and resource guides that draw attention by being relevant and informative. When consumers recognize the brand as an authority, they will funnel more traffic and result in increased sales. This will also raise rankings.
As in all marketing plans, measure and assess progress on a regular basis so that adjustments and changes can be made in a timely manner. Particularly monitor traffic and on-site SEO.
For the latter, ensure that the code is working as expected. Has there been a noticeable change since IOS 14? If so, try to determine why and adapt changes to address that, including adjusting some of the above recommendations.