how to retarget facebook ads

I Discovered The BEST WAY To Retarget With Facebook Ads

in this video i'm going to show you how,to create facebook retargeting audiences,and most importantly i'm going to show,you how to create the best type of,retargeting audience for your facebook,ads you see there are lots of different,types of retargeting audiences lots of,different groups of people that you can,retarget some retargeting audiences are,much more effective than others and the,retargeting audience that i'm going to,recommend the best the most effective,one today is very different to what i,would have said a year or two years ago,because there's been so many changes to,facebook and instagram advertising over,the past 12 to 18 months that's what,we're going to cover in this video now,i'm sure that most of you watching this,video are already aware of what,retargeting is but just to quickly,explain retargeting is simply the,process of advertising to people that,have already interact with your business,whether that's watched a video of yours,on facebook visited your website they're,on your email list there's lots of,different types we're going to discuss,that but that's what we're targeting is,and it's an absolute no-brainer for most,businesses that are doing any form of,marketing online why wouldn't you take,the people that have already interacted,with you before that have demonstrated,they are interested at least in your,stuff may really like it and put your,ads in front of those people so it's an,absolute no-brainer you need to know how,to do it right though to get the best,results that's what we're going to cover,so i'm in an example facebook ad account,here i'm in ads manager and in order to,create a retargeting audience we need to,create what's called a custom audience,within our facebook ad account so if you,go ahead and click on these three little,lines at the top at the left and then,select audiences it could be up here in,your shortcuts like it is for me or you,could find it down here in the menu but,either way you want to go ahead and,navigate over to audiences now if you've,never created a custom audience a,look-alike audience anything like that,this is likely what you'll see if you,have then what you see in front of you,is gonna look slightly different but,that'll make more sense in a second once,i've created one you'll be able to see,that as well now as i said to create a,retargeting audience we need to create,what facebook call a custom audience and,you can see that once we click on that,create a custom audience button we get a,whole bunch of different options in,terms of different types of retargeting,audience to create not all are equally,effective as i've already mentioned now,there's two main categories of,retargeting audience um according to,meta we've got your sources and we've,got meta sources so meta sources refer,to things that occur within app within,facebook within instagram so it's things,like video views people watch a video of,yours on facebook and instagram um it's,things like engaging with your instagram,account whether that's sending you a,message or just engaging with your post,it's visiting your facebook page all,these various things as you can see,there's a bunch of different options,here um your sources are all things that,take place outside of the facebook and,instagram apps things like people who,visited your website and people on your,email list on your customer list and,maybe people that have done certain,things on your app you know installed it,or taken certain actions again a number,of different options there,now pre ios 14 and all the changes that,have happened after that,we used to say that your sources is a,much better option when it comes to,creating a custom audience to retarget,people who are already on your customer,list assuming you're advertising what,they haven't already bought a different,product or service,people on your email unless people have,visited your website have demonstrated,that they're really into your stuff,they've taken that step to leave the,platform to check that stuff out,therefore retargeting those people,delivers the best results that however,has changed since ios 14 we can't track,as well the people that visit our,website if someone visits your website,on an ios device there's a very very,good chance that you will not be able to,track them and if you can't track them,that means that you can't re-target them,if you create a retargeting audience of,say all website visitors it's not going,to include the vast majority of people,that do so on ios devices and we know,that it's likely to happen in other,browsers and maybe android do the same,and things like that okay,so that's massively decreased the value,of website listed retargeting audiences,we also know that match rates are down,so when you upload an email list,facebook's ability to match the people,on your list to actual profiles on,facebook and instagram which they need,to do for you to be able to retarget,them that's decreased as well so the,accuracy around the your sources,retargeting audiences has decreased and,therefore we're not seeing as good,results if you used to have 10 000,website visitors a month you might only,be able to advertise to 4 000 of them,now that's a really big deal what that,means is that the meta sources have,increased significantly in terms of,value in terms of effectiveness when it,comes to retargeting we didn't target,these as much previously because we felt,that the people that have only watched a,video of yours say on instagram as,opposed to going through to your website,and joining your email list aren't as um,engaged which is still true but there's,way way way more people in a video,viewers retargeting audience or an,instagram account engaged in targeting,or retargeting audience than there is in,these your sources ones particularly,with the drop-off in tracking like i,mentioned um and it's fully accurate we,anything that occurs within app in,facebook in instagram,letters can completely track that they,can optimize for it,and it functions much better in a post,ios 14 world so there's four different,types of retargeting audience that we,very regularly use um when it comes to,meta sources for our retargeting um i'm,going to go through those in order of,priority there may be others you know,for example i'm not going to cover,shopping but if you've got a facebook,shop that wants to be an important part,of that but i know a lot of people don't,yet at this point i'll have more videos,on that later on as it becomes more,popular which i think it will i'm going,to cover four that apply to more people,so let's start with lead form so if,you're running a lead generation,campaign,under the old campaign objective menu or,a lead campaign with instant forms as,the destination so someone sees your ad,on facebook instagram they click on it,instead of being taken outside of,facebook or instagram they are presented,with a lead form there people who have,interacted with your lead form you can,create a retargeting audience out of,those people and put your ads in front,of them again which is a great great,option if you are using lead forms so if,i go ahead and click on next then once,we get to this window we've got a number,of decisions to make within the lead,form retargeting audience category there,are lots of different options we're,going to cover some of the most,important here so the first thing you,decide is events what event do you want,to have taken place for someone to be,included in your retargeting audience,there's three options so the default is,anyone to open this form which is fine,to get started with but what we would,usually do if we're running a campaign,for a client where we're using lead,forms is we would break it down to these,two options so we would have a,retargeting audience of people who,opened but didn't submit the form and we,would make sure that we put the same ad,that they've already seen back in front,of those people what we want to do is,encourage them to actually go ahead and,complete the form this time remember,that when someone starts down a path but,doesn't get all the way there like,opening a lead form but not submitting,it's not often because they're not,interested it's often just because,they're busy they were distracted by,something they were watching tv or,whatever and just by putting that in,front of them again they might go oh,yeah i am actually going to go fill that,out i am going to inquire about that,services i'm going to sign up for this,free thing whatever happens to be we,would then also create another,retargeting audience of people who,opened and submitted the form now we,don't want to try and encourage those,people to become leads again that would,be pointless they've already done that,but we can put ads in front of those,people to help with the conversion,process help take them from a lead to a,customer maybe that's client,testimonials lots of different options,that's obviously going to work alongside,the sort of more manual reach out,process that usually takes place,sometimes it can be automated but where,we're gonna be talking to these people,our clients are gonna be talking to,these people trying to get them to,convert i'm just gonna select this,option for demonstration purposes then,you wanna make sure you've got the right,page selected if you've got multiple,pages in your account and then you need,to select which lead form you can just,search the name in there or click on the,drop down there's actually none i can,use here to demonstrate because um this,is an example ad account um,but that's a very straightforward,process i'm sure you can work that out,then retention the maximum is 90 days,that's what i recommend you go with and,what that means is that anyone who has,taken this action so has triggered this,event over the past 90 days will be,included in this retargeting audience i,would love it if it was longer it is for,other types of retargeting audiences but,it isn't nothing we could do about that,we're still getting the warmest most,responsive prospects by selecting 90.,then we want to go ahead and give this,audience a name so in this case i would,call this,lead form submitters because that's what,we're,creating here people who opened and,submitted the form and 90 just so i see,and then i click create audience now i,can't actually do that as i said because,there's no lead forms to use but you,just click create audience and you are,good to go that audience has been um,created and i'm going to show you by the,way how to add that into the ad set and,actually target it,before the end of this video i however,i'm going to click back and then we are,going to talk about another type of,retargeting audience sticking within,meta sources i've already described,that's definitely something you want to,be focusing on nowadays and by the way,these four that i'm demonstrating i'm,doing them in order of priority so if,you are using lead forms in your,facebook instagram ad campaigns the,custom audience the retargeting audience,i just created that's the most important,after that you're gonna move on to video,now this obviously only applies if you,are actually running using video on,facebook and instagram if you aren't,then you can obviously skip this um but,there's again a few different things we,need to decide here so the first is,engagement what we need to do is decide,how much of a video all of our videos,that i'll explain more about that in a,second someone needs to have watched in,order for them to be included in a,retargeting audience so do you want,people who've watched three seconds or,more 10 seconds a through play which is,now counted at 15 seconds or the whole,thing um 25 50 75 95,my,most common option would be to be 25 or,through play it'll really depend on the,length of your video um if you've got a,really long video let's say your videos,over say three minutes then 25 percent,is a big ask you're not going to have,many people in your retargeting audience,if you go with a large percentage so,then i'd probably go with a through play,if you've got a really short video let's,say it's you know 20 seconds long 25 is,great you don't need to go anything,below that now of course it is possible,and sometimes advisable to use some of,these other options if you haven't got,very many video viewers at all maybe you,do want to go with people who viewed at,least three seconds but just be aware,that audience isn't going to be as warm,and if you've got hundreds of thousands,millions of video viewers then,absolutely go with one of the higher,percentages because you're still gonna,have a really large audience this is a,happy medium for most people so if i go,ahead and select that one then we need,to click on choose videos and then once,you get onto this page there's the first,thing you do is select which video,sources you want it to come from your is,this video on your facebook page is it,on your instagram account is it part of,an ad campaign um make sure you select,the right one and then obviously make,sure you select the right in this case,facebook page but it could be instagram,account if you've got multiple,associated with your account and then,you can simply go through and select a,video a whole bunch of videos that's,completely up to you and what i would,normally do obviously is make sure that,whatever videos you select here are,going to be highly relevant to the ad,that you're going to be putting in front,of people so let's say you sell three,different product ranges you might want,to create three different,video viewer retargeting audiences each,one around one of your product ranges is,then going to retarget with ads based on,that product range so people checked out,your shoe range for example you don't,want to be showing them your ads for,belts or hats you want to be showing,them ads for shoes and you can do that,quite simply um,in general when it comes to retargeting,the larger the audience the better why,wouldn't we want to advertise to people,that have already watched a video of,yours so i'd normally go ahead and,select all the videos that are relevant,to the product range whatever ad you're,going to be putting in front of people,with that's product service etcetera i'm,just going to select those for,demonstration purposes and click confirm,then we've got retention is 365 days is,the maximum much longer than the lead,form option and that's what i'd go with,365 days it's great we want it nice big,as possible um,yes the people that have watched your,video most recently are better prospects,but meta knows that they're going to,start by advertising to those people and,guess what once they've put ads in front,of those people and they have either,bought or not they're then going to,start putting your ads in front of,people that have watched a good chunk of,your video or watched a handful of your,videos but maybe just did so you know,four months ago and they're still,interested,but just haven't interacted with you,recently absolutely fine to leave it at,that nice long retention period so then,i would call this uh video,viewers,365 and again you might want to be more,specific than video viewers you could,say video viewers 25,um hat range if it was to do with hats,you know um as we've already discussed,you might have different product ranges,services things like that but viewers,video viewers 25 365 is great click on,create audience,okay and then we can see that our custom,audience our retargeting audience the,same thing in you know in in facebook,language is populating right now so you,can see estimated audience size below,1000 it'll be larger than that but it's,populating we've just created it'll take,20 30 minutes for that to populate,sometimes meta does not give you a total,here of how large that audience is it's,annoying nothing you could do about it,don't really know why they do it,sometimes and not others just one of,those things um but this is what it,looks like when we've got a custom,audience in there and if you already,created custom audience to look like,audiences this is what you would have,seen instead of that initial page but,let's go ahead and create the other two,so click on create audience and custom,audience once more and then we're going,to move on to the next meta source,retargeting audience that i want you to,create which is people who've engaged,with your instagram account so select,instagram account click on next,obviously you need to make sure that the,right instagram account is selected in,this case ben he's marketing and then we,need to go and have a look at events,there's quite a lot of quite a few,different options here the default is,everyone who engaged with this,professional account which if you read,the small print just to help you,understand what that actually means it,includes people who visited this profile,took an action on this post or ad,such as likes comments saves carousel,swipes button tabs or shares so if you,just go with people who visit your,profile that's actually going to be,quite a small number but anyone who is,engaged with any of your posts or ads,that's a lot larger retargeting audience,which is great we want this audience to,be nice and large,and take advantage of those warm,prospects so you can get more specific,you can go with just people engage with,that just be able to visit your profile,all that sort of stuff unless your,instagram account has tons of activity,or you've done,loads and loads of advertising on,instagram spent a lot of money and i,would just recommend going with everyone,who engaged with this professional,account the largest option 365 retention,is the max we can do great use that for,the same reasons as i mentioned with the,video viewer retargeting audience and,it's as simple as that so let's go ahead,and call this instagram engages,365. and create audience,okay your custom audience is created,we're going to ignore this stuff other,videos on things like lookalike,audiences and then we're going to go,ahead and create the fourth custom,audience which is people who've engaged,with your facebook page so once again,make sure you've got the page correctly,selected and then with events it's quite,a similar process there are other,options people who currently like or,follow your page for example um you can,go through these if you want but i would,recommend the vast majority of people go,with everyone who engaged with your page,same logic as we just did with the,instagram account retention 365 is the,same and then we're going to go with,facebook page,engages,365,and we're going to go ahead and click,create audience,okay let's click done and then what i,want you to do is head back into ads,manager,and here i'm going to show you how to,actually add your retargeting audiences,to an ad set so you can actually target,those people so if i go ahead and click,on create and then let's assume this is,a sales campaign you may or may not be,using the sales objective either way,it's fine it doesn't change this process,then we're going to jump to the ad set,level and then we're going to scroll,down to the audience section and in this,little,text field up here underneath custom,audiences we're going to add in those,three that we were able to create,normally it would be four if assuming,you're using video assuming you're using,lead form et cetera and we're going to,create add all three of these into the,one ad set now if you've seen um a lot,of my content around facebook instagram,advertising you'll know that when it,comes to cold audiences i am a big fan,of using one targeting option per ad set,because if you add all the targeting,options into one ad set you just get a,blended average you can't work out okay,amongst those five different target,audiences which one produced a really,good cost per lead which one produced a,really good cost per purchase which ones,are more expensive if you break them all,out separate ad sets you can work that,out we don't need to do that though with,warm audiences when we're retargeting,because we know that these audiences,people engage with our facebook page,video viewers people engage with their,instagram account they are going to,deliver a better cost per conversion,nearly always than our other cold,audience targeting options and we want,to max out these audiences we want to,spend as much budget as we can do on,these people profitably and then,obviously the remainder of the budget,which is still likely to be the vast,majority of the budget because these,audiences typically quite small can be,spent on your cold audiences um so we,don't need to break these out and,including them together gives you a,larger retargeting audience in one,answer larger audiences as i say produce,better results now when it comes to,adding in,custom audiences retargeting audience to,an asset it's very important that you,leave the other,detailed targeting options completely,blank don't add anything in there i,would very very very rarely add in any,age or gender parameters i just leave,that open and then you need to make sure,obviously the locations are where you,can deliver your product and service um,so that might be united kingdom in a,case like my business a facebook ad,agency we would add in a whole bunch of,other countries like the u.s et cetera,but just make sure that is,representative anywhere you can deliver,your product or service that's what you,want to do there now we have found that,these meta-source retargeting audiences,are delivering much better results than,they used to previously but that doesn't,mean you want to completely ignore the,your source custom audiences,particularly if you've got lots of,people on a customer list an email list,or you've got lots and lots of website,visitors it's still definitely worth,retargeting those people if you want to,find out how make sure you check out my,youtube channel i've got various,tutorials on that you can you can find,them quite easily quite easily um but,i really wanted to create a video where,i'm talking about what we feel now is,the best type of retargeting audience,and that's people that have done stuff,in app that we have 100 or as close to,100 as you can ever get um tracking,accuracy and large audiences that we can,retarget get these people over the line,get them to become leads get them to,become,purchasers it's a really good way to go,okay before you go something to quickly,mention and that's our facebook and,instagram advertising services so my,company lead guru is a specialist,facebook and instagram ads agency we,create manage and optimize campaigns for,our clients if you're interested in,finding out more about our services you,can click on the link in the description,below there you can book a free call,with one of my team members no,obligation you can just find out more,about how we work we can find out more,about your business see if we'd be a,good fit we do have a 3k per month,minimum budget requirement so please,only book a call if you meet that,criteria but um yeah if you do go ahead,book a call hopefully we get a chance to,work together i've already mentioned,that every facebook and instagram,advertiser should be retargeting it's an,absolute no-brainer but i'd also,strongly encourage you to try lookalike,audience as well lookalike audiences can,be incredibly effective even today but a,lot of people get this wrong a lot of,facebook advertisers try to look like,audiences and they just don't know how,to set them up how to use the right,strategy in this video here i cover,everything you need to know i show you,strategy i show you how we use lookalike,audiences how things have changed again,over the last 12 to 18 months post ios,14. strongly encourage you to check it,out i think it'd be well worth your time

The above is a brief introduction to how to retarget facebook ads

Let's move on to the first section of how to retarget facebook ads