BIG Change To Facebook Ads Retargeting

0:00has just made a really big change to Facebook ads retargeting and this is a change that we need to talk about because for some beginner Facebook advertisers this might be a good thing for anyone that's a little bit more advanced and intermediate level or Beyond this is not something that you're going to want to use so let me demonstrate what I'm talking about okay so here I am inside an example account I've just quickly created an example campaign to demonstrate this and then I'm going to go ahead and jump to the ad set level which is obviously where targeting is set if we go ahead and

0:26click edit on this example ad set and we scroll down to the custom audience section I'm sure most you're familiar but those who don't know the way you retarget on Facebook is you create a custom audience could be your website business email list people have watched videos of yours on Facebook lots of different options I've got a separate video about that so I'll include a link in the description but you create a custom audience and then you're able to advertise to that custom audience full of warm people people have interacted with your business before and that's what retargeting effectively is now if we come to this custom audience section

0:56I just click into here and add in an example custom audience let's say video View viewers for example one that I recommend a lot of Facebook advertisers use you will now see that we have this little thing underneath popup called Advantage custom audience which sounds great doesn't it who doesn't want advantage and you'll notice you've probably seen a number of my videos recently and if you're in the platform a lot in in ads manager a lot you'll see that there's a lot of Advantage stuff popping up and a lot of it is a move towards Automation and that's exactly what this is so what advantage custom

1:26audience is it says if you have it selected Reach people beyond your custom audience when it is likely to improve performance so effectively when you are retargeting you're advertise to people that have already interacted with your business let's say people visit your website you might think that you're just advertising to people that are Vista website but actually if you leave this Advantage custom audience ticked you will be advertising to other people as well effectively cold audiences now that might be okay if you're you know fairly beginner Facebook Advertiser you've just got a very simple campaign um you've got maybe one ad set for retargeting one ad set for cold

2:02audiences and you're like you know what if there's a bit of overlap if my retargeting audience expands to some code audiences that's going to be absolutely fine there are however some scenarios where that really is not a good thing and I want to cover those because if you've fall into any one of these scenarios you are definitely going to want to turn off Advantage custom audience now before I get into that I want to quickly mention my company's done for you Facebook and Instagram advertising services so we can create manage and optimize your Facebook Instagram ad campaigns we do have a 3K per month minimum budget requirement but

2:30if you're interested in working with us have us take that workload off your hands and potentially significantly improve your results there's a link in the video description you can go ahead and book a call with one of my team members find out all the details and all that sort of stuff hopefully we get a chance to work together okay so when would you not want to use this Advantage custom audience feature well obviously if you've got any sort of specific messaging to the people that you're retargeting so let's say someone's visit to your website they've added something to cart and you're writing an add to cart campaign to try and convince them

2:57to purchase you know you might have ad cop be saying things like don't forget to complete your checkout or maybe even offer a little discount here's 10 to help you know incent you see those sorts of ads people create those sorts of ads all the time where someone's clicked out to cart they're having a piece that you put a ad in front of them with a 10 discount to help encourage them to just complete that final action Well you certainly wouldn't want to use that use this feature if you've got ads like that in this campaign because if someone hasn't actually visited your website they haven't actually added something to

3:24cards and an ad pops up in front of them that says you forgot to complete your checkout well that's clearly not going to work that's going to to look nonsensical so if there's any sort of specific messaging in your ads anything in a video that says you know welcome back or allude to the fact that you've interacted with that business before I create retargeting ads like all the time but I know we're just going out to my warm audiences and I will say things like you probably know who I am but just in case you don't here's a little intro there's all sorts of little touches like

3:54that that you would not want if you run this feature they're just not going to make any sense it's going to confuse your audience it's not going to work so you'd certainly want to turn it off in those scenarios and then you've got the issue of more complex Facebook advertising sales funnel structures so if you're running a very basic director offer campaign like I described earlier then okay this might be fine but anything more sophisticated than that and you're likely to run into problems I mean let's take for example the lead magnet and webinar strategy that I talk about a lot where you run one campaign

4:24to call audiences to get people to opt in for a free lead magnet and then you retarget the people that have opted in for a free lead magnet with the offer that is your product service Etc now that is pretty simple it's a two-step sales funnel as opposed to a one step with a direct off approach but even that starts to break down if you've got Advantage custom audience selected because we only want in that scenario to be advertising our product or service offer to people that have already opted in that have had some value from us had an interaction before this is really important for anything that's not a

4:58really quick and easy sort of impulse purchase that you want that extra touch Point often um but if you're saying things like in your ad alluding to the lead magnet they downloaded and then trying to transition them as we usually would into purchasing the product service whatever it is If instead that's now just going out to cold audiences because you've got this selected well that's not going to work and it's also the sorts of products and services that we sell using the lead magnet strategy are going to be services that cost more you know a little bit more products that are in the hundreds of of dollars range as opposed to the

5:32tens that require that extra touch Point well they're just not going to work if Facebook goes ahead and puts your ad in front of code audiences that's why there's the extra steps so moving people through is really important and then of course we get into the omnipresent content campaign structure where you're taking a small group of people typically a warm audience but you can even do it with a cold audience initially and make them warm and what you're doing is you're putting lots of different ads in front of those people over an extended time period in order to really develop that relationship really warm them up

6:01deliver value demonstrate your expertise and help convince them to purchase in that scenario often very high ticket stuff very expensive stuff that's why it requires so much uh lead nurturing and that's what we use only present content for now now if you've got the Vantage custom audience selected when you are trying to use omnipresent content and instead of you just putting Those ads that are designed to nurture a specific group of leads that you've generated and that's going out to just everyone random people cold audiences Etc well that's just a waste of your budget that's completely ineffective and I think we have to be careful when meta introduced

6:36new features often they will benefit some people but not others so in this case this is definitely a something that's targeted at beginners who often set up say retargeting campaigns In Their retargeting audience is Tiny and they use too large a budget well this feature will help them because they won't just smash through that warm audience and fatigue it they'll have more reach so I can see it helps them but it really doesn't help Advanced even intermediate Facebook advertisers because we want the added level of control and we're not just going with a super basic campaign structure um all the time and we have to always

7:07think about what's in this formatter okay so if you're wanting to just retarget and you're only wanting to advertise to those people and now your ads are going to be pushed out to potentially much much larger audiences while you're going to spend more so always keep those in those things in mind when you see a new thing pop up even if it says things like Advantage custom audience to make it make it sound great so I think for a lot of advertisers you're going to want to go ahead and turn this off but just think about it through okay am I actually happy for people not in my retargeting

7:40audience my warm audience to see these ads does that make sense given my campaign structure and given my my strategy I think for a lot of people watching my videos the answer is going to be no and if you're wondering what omnipresent content is as a Facebook ad strategy how it all works and how it fits together it's actually one of my favorites it's super super effective especially for building relationship with your prospects over the long term I've created a whole video here that you can go ahead and check out I walk you through the exact process how to show you how to set up the campaign ad sets

8:05all that sort of stuff well worth checking out