Why Running Facebook Ads Could Now Cost You 30% More

FACEBOOK ADS BOOSTED POST COSTS

Have you heard the latest news from Meta?

Listen up because there is a very strong chance that this change could impact you (and your wallet).

Apple is now taking a bite out of Meta’s boost posted revenue.

That’s right!

If you are running boosted posts from an Apple iOS device, you will now be subject to a 30% tax, thanks to an additional service charge retained by Apple.

This new charge given to Meta, will be passed on to advertisers like you.

WHY ARE META'S BOOSTED POSTS NOW COSTING 30% MORE?

Apple recently announced that boosting posts directly from the Facebook or Instagram iOS apps will be treated as in-app purchases. As per their policy, they will be charging Meta a 30% fee.

Meta has directed to pass this tax onto its advertisers who boost post directly from the Facebook or Instagram iOS apps.

In addition to this charge, users will now also need to add prepaid funds to pay for their boosted posts in advance – before they go live.

If you have been boosting posts through the iOS Facebook or Instagram App as a way to quickly and conveniently put up an ad, now is the time to reconsider your strategy.

This new charge will not offer you anything extra, it’s just an additional cost for the same service – eating more and more into your Meta Ads budget.

The only way to continue to boost posts yet avoid these charges is to boost posts directly from a web browser (not an iOS app).

You can now boost posts directly from Facebook and Instagram directly on a desktop computer with the ability to access all the features available via the iOS apps for boosting content, without paying Apple the additional charge.

OUR FACEBOOK ADS SET-UP RECOMMENDATION 

Our recommendation is to switch to setting up your ads within Meta’s Ads Manager.

Not only will you avoid these charged but you will also have more control over your targeting, creative options, and the ability to test and optimise your campaigns.

WHEN TO EXPECT THE NEW CHARGE BY APPLE (AND META)

 The new charges will begin in the US with additional markets subject to the fee later this year.

Unfortunately, Meta must comply with Apple’s guidelines or remove boosted posts from their apps.

In response, Meta has provided a way for smaller businesses to navigate around this change and maximise the results of their ad spend.

GET YOUR BRAND READY FOR FACEBOOK ADS?

If you aren’t sure if you’re ready for Facebook Ads, we have created a Starter Checklist so you can determine your brand’s readiness before investing a cent. Download your free copy here.

Ready to get started with Facebook Ads? We offer a range of services from low-cost workshops to done-for-you management, to cater for all business stages. Find out more here.