MASSIVE CHANGES TO WAY YOU PAY FOR ADS ON FACEBOOK & INSTAGRAM
Starting in February 2024, Meta is implementing changes to how ads are boosted on Facebook via the iOS app. Here’s what business owners and digital marketers need to know to avoid an unexpected 30% service fee that Apple is imposing on these ad boosts.
If you’re boosting content from your iPhone or iPad through the Facebook iOS app, this fee will go straight to Apple—not to Facebook or Meta—meaning higher costs for you without added benefits. But the good news is there are simple ways to avoid this fee entirely. Here’s a rundown of your options.
Every dollar saved means more reach, more conversions, and a bigger impact for your brand.
Why Is There an Extra Charge?
When you boost an ad from the Facebook app on an iOS device, it now falls under Apple’s App Store transactions. Apple’s 30% fee will apply to these boosts, which could take a serious chunk out of your budget over time. For small businesses and agencies running multiple campaigns, these costs could quickly add up, impacting your overall ad strategy.
How to Save 30% on Your Facebook and Instagram Ads
Fortunately, there are easy workarounds to keep your ad budget focused on your audience without paying extra fees.
Boost Ads from Facebook.com
How: Simply head to facebook.com on your computer or mobile browser. From here, you can boost your posts and access the same ad options available in the app.
Why: By boosting from the web, you avoid the Apple service fee altogether. You’ll still have access to the same powerful targeting, scheduling, and budgeting features you rely on in the iOS app—without the added cost.
Add Prepaid Funds to Your Ad Account
How: Go to the payment settings on facebook.com to add funds to your ad account as prepaid credit. Once loaded, you can use these funds to boost ads from the iOS app without triggering the 30% fee.
Why: Prepaid funds can be a great option if you prefer the iOS app but want to avoid extra costs. It’s especially useful for those managing multiple client accounts or running frequent boosts directly from mobile.
IMPACT OF ADS DOLLARS ON YOUR BUSINESS
Manage Ads from Meta Business Suite
How: Use Meta Business Suite, either on desktop or via its app. From there, you can manage posts and boost content across Facebook and Instagram without paying the Apple fee.
Why: Meta Business Suite is designed for streamlined ad management, making it easy to post and monitor ads for both platforms in one place. If you haven’t already, try it out as a central hub for content management and ad optimization.
Create and Manage Campaigns with Meta Ads Manager
How: Access Ads Manager from your desktop or mobile app to create ads and manage campaigns without paying the Apple fee.
Why: Ads Manager offers robust features like advanced targeting and A/B testing, making it a powerful tool for running sophisticated campaigns that reach your target audience effectively. It’s an ideal alternative to boosting directly from the iOS app.
If you’re a business owner or marketer, these changes may require a shift in how you boost ads, especially if you prefer using mobile devices. By switching to the Facebook website, using prepaid funds, or managing ads through Meta Business Suite or Ads Manager, you can save that extra 30% and put those dollars back into your campaign.
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