How To Retarget With Facebook Ads - Full Custom Audience Tutorial

0:00in this video I'm going to show you how to retarget with Facebook ads and Instagram ads if you're running any form of meta ad whether it's a Facebook ad Instagram ad Etc you absolutely want to make sure that you are retargeting that's where you're likely to see your best results your best return on investment likewise if you're doing any other form of online marketing whether it's Google ads or you get organic traffic it makes a lot of sense to add another platform like Facebook and Instagram where you can reach those potential prospects put your products and services in front of those people and you are more likely to generate

0:28sales and leads as a result so in this video I'm going to walk you through the entire process show you exactly how to set up retargeting audiences within a meta ad account how to then put that into a campaign that you can run ads on Facebook and Instagram and reach those really valuable people before going to touch you want to very quickly describe what retargeting actually is because some of you may not be familiar with the term so retargeting is simply putting your ads in front of people that have already interacted with your business before so let's say for example people visit your website or they join your

0:58email list or they follow you when Instagram you can put ads in front of those people as many times as you would like that's what every targeting campaign is and putting ads in front of those people typically delivers a lot better results than putting ads in front of people that are cold that haven't interacted with your business before because if someone's interacted with your business they've demonstrated that they are more likely to be interested in your products and services therefore Those ads are more likely to generate leads and sales okay so that's what retargeting is let's go through the steps now I'm in an example meta ad

1:30account here if you don't have a meta ad account already set up that's the first step I've got a link in the video description below you can go ahead and check that out and that will walk you through and the entire process to getting one setup is relatively quick and easy to do but once you've got your meta ad account set up or if you've already got one this is where you want to come I'm in ads manager right now first we need to create our retargeting audience that we need to tell meta these are the groups of people that I want to retarget that I want to put ads in front

1:56of again and again and you do that by clicking on these three little lines of the top here and then you want to select audiences now audience is up in my shortcuts if it's not for you that's fine you'll be in this manage business menu you'll be able to find it down on the list there okay so I'm going to go ahead and select audiences and then assuming you haven't created any retargeting audiences before you're going to see a page that looks very similar to this if you have created some retargeting audiences the page is going to be going to look a little bit different but you can still go through

2:23the exact same process that we're going to walk through now in order to create a retargeting audience we need to create what's called a custom audience that sort of meta speak for what we're looking to do here so go ahead and click on this create a custom audience button and what we can see from this window that's just popped up is there are lots of different types of custom audiences that we can reach which is great because different businesses might have different options so there are two main categories there's your sources and there's meta sources now your sources refers to people that have interacted with your business outside of meta so

2:55outside of Instagram and outside of Facebook so these could be people who've visited your website people have interacted with your app people have interacted with a catalog of yours say on a Shopify store a customer list or an email list people who have interact with your business offline if you you know people come into store or that's how they interact with you then you can retarget those people on Facebook and Instagram as well then we've got meta sources which is all the things that people do within the meta apps Facebook and Instagram so people have watched videos of yours interacted with lead forms if that's a campaign that you've

3:26used in the past instant experiences AR experience is not something that people um use a huge amount of yet but probably will become more popular on Facebook listings things like Marketplace and stuff like that people have engaged with your Instagram account people have engaged with your events you can set up events on meta people have engaged with your Facebook page and then of course shopping for and people have interacted with like if you've got a Facebook shop or something on those lines so lots of different options I'm going to walk you through exactly how to create the most common ones the ones that we use the

3:54most and that most likely you'll be able to use as well so let's get started with website so I'm going to go ahead and click on website and then select next now in order to retarget people to visit your website you need to have the metapixel installed on your website because that's what tells meta you know that's what provides them with all the data that they need so if you haven't already got your metapixel installed I'll include another Link in the video description below that'll be a full video tutorial on how to set up the pixel including all the extra stuff you need to do Post iOS 14 there's a few

4:27extra steps it's not that difficult but once you go through the tutorial you'll know exactly how to do it so you need to get that set up assuming you have got that set up then we can go ahead and create these custom audiences Now the default here is all website visitors that's the event but there's a few other options so all web services is fairly self-explanatory that's going to be a custom audience of everyone who's visited our website but we could for example choose to only create a custom audience out of the people that have spent the most time on our website so we do that by selecting Visitors by time

4:58spent and we can select the percentile 25 at 10 or 5 so we could go with something really quite specific the people who have spent the most time on our website just the top five percent of those and retarget those or we can keep it more broad we can also retarget people who visited specific web pages select this option here and you simply do this you can see once I've selected this we've got a different window down here we could have URL contains so for example if I just enter in hats let's say that we had a product range on our website all to do with hats and we

5:30wanted to create a custom audience out of anyone who had visited a page on a website that has hat within the URL now for this to work you'd have to structure your URLs correctly to include the word hats or or hat of course and then we can then create that custom audience and just put ads in front of them to do with our hat range let's say we could then create a different custom audience out of everyone who had been on a page on our website to do with our shoe range so we could come in here and say URL and delete that out contains shoes again

5:58provided that shoes was actually in our URL we can also structure this slightly differently instead of contains we could go with equals so if there was a URL that was you know you'd want to enter in the exact URL in here of whatever page so if we had a look at that let's take our example with a um as a Facebook ads agency we offer services we also offer consultancy so we can separate that out but it's just the one main page on the website for each so we could just go in and pop in the exact URL of services the exact URL of consultancy in here separate out those

6:27custom audiences and then retarget accordingly by putting more specific offers in front of more specific audiences you often see better results okay now there are some more advanced features we can take advantage of when creating a custom audience like this we can further refine by frequency maybe even device if you want to we can include more people so other groupings of people we can exclude certain groups so let's say you had a multi-step sales funnel and we had people that for example sign up for a lead magnet then they book a call and then they purchase those are the three steps we want them to take well for example we could create

6:59a custom audience out of people that have signed up for our lead magnet by let's say they've made it through to the thank you page after you sign up for the lead magnet but have not yet booked a call so there you would come in and exclude people and you could add in another um section here excluding people who visited Suite webpage and that page could be the one the thank you page after they book a call so if you had it for example a thank you page where it's like thank you cool booked Azure URL just to help explain so you would exclude those people because you don't

7:28want to say go ahead and book a call with my team to people that have already booked cool that wouldn't make any sense so you can get really quite clever and sophisticated with that that's just a quick little demonstration of how you might set this up but I'm going to delete that out because I think most people should start with or website is this and keep it really nice and simple meta is very good at working out the actions people have taken and what people are likely to do if you've got your campaign set up correctly so by going with all website visitors you casting that as wide as

7:54possible you take advantage of everyone who has visited your website or at least everyone that's been uh been tracked successfully and that's going to give you usually the best results yes you could exclude purchases yes you could do what I just demonstrated and exclude people that have taken the next step on the sales funnel often met is going to work that out so if you're a more advanced Advertiser absolutely use the advanced tours If you're sort of beginner intermediate level just go with all website visitors and stick to that okay so the next thing we talk about is retention and this applies to an all website visitor custom audience it also

8:24applies to some of the more specific custom audiences that we just quickly covered the default is 30 days but usually for most businesses I like to go with the maximum that is 180 days now retention refers to how how long does someone stay in this custom audience for so someone visits your your website today for how many data they're going to remain in that custom audience before they drop out the shorter the time period the smaller your custom audience is going to be now the argument is that the shorter the time period the warmer some of your prospects are going to be because somebody visited three days ago

8:55is warmer than somebody visited two months ago that's true and therefore a lot of people would advocate for just creating say seven day custom audience you're only retargeting people that visited within the last seven days here's the problem with that meta knows who visited within the last seven days they know you visited yesterday etc etc so by going with 180 days you capture all those people that have just visited but you also get the people that visited a while ago that perhaps with a little bit of encouragement could be taken to the point where they're ready to become a lead or say or perhaps it wasn't quite right for them then but it

9:27is now and with a reminder putting an ad in front of them you're going to get that business so I really like opening this up and trusting meta with this knowing they're going to primarily focus on people that visited recently but why miss out on someone that might be a really good prospect that visited three months ago once again so the longest you can go here is 180 and that's what I go for again we can include we can exclude but we've already covered that I would normally for most people particularly beginner and intermediate advertisers you want to go with this setup audience name let's just call these audiences

9:57something that's going to make sense to us when we come back in and check so I would normally call this but we're set visitors 180 I wouldn't normally bother with a description unless you've got lots of different options and want to break them out and then we can go ahead and create this and we've got some information about this custom audience on the right hand side obviously we've got the audience name and once you start using it you you'll have data in here obviously we're not going to have anything in there yet estimated audience size would be interesting so it takes a little bit of time for this data to come through here

10:23it says below a thousand that's to be expected because this is an example ad account our pixel set up on like an example website that doesn't get much traffic that we just use for demonstration purposes so that's exactly what I expect but you should get an idea usually once it's had a bit of time to populate of how big this audience is going to be okay so let's go ahead and create another type of custom audience so if we click on create audience and custom audience the next one I want to focus on is customer list go ahead and select next now we can use this feature

10:51to upload customer lists so people who have bought from us before but we can also do it with other lists that we have things like our email list that's likely to contain a lot more people and this is something that we do all the time now there's a few different ways to go about doing this okay if you've got a MailChimp account and that's how you store your information it's very very straightforward you just go ahead and select import from MailChimp then I'm not going to go through the process here but it's very straightforward you just click log into MailChimp select the audiences that you want and then click

11:22import wait 20 to 30 minutes boom they're in there good to go very easy but if I go back um if you don't have a MailChimp account you're going to want to import the data so whatever CRM or email service provider you are using to to store information maybe if you're just using Excel spreadsheets you should be able to download export a CSV or txt file that you can then upload to meta and that's how we can put this data into the ad account it can then be used to create the retargeting audience and we can retarget those people so if I'm going to walk you through that process quickly if

11:53I go ahead and click next we can see that the next question that we're asked for is does that column include a customer value so this wouldn't necessarily apply to say if you're uploading an email list but if you're uploading a customer list of people who've bought from you previously is one of the columns going to say value because let's say some people buy in different amounts from a lot of businesses maybe someone spent forty dollars on your store someone else spent 300 on your store well if you include that value column in here then I'd recommend you go ahead and select yes then what will happen on once you upload

12:23that file is meta is going to ask you which column does this refer to which is the value column and you can say oh it's this one it's quite straightforward to do and what that means is that meta can then wait you're retargeting more heavily towards the people that have spent more it's quite a clever feature so someone who spent forty dollars last time won't see as many ads as someone who has spent 300 last time because that's a more valuable person you'd rather spend your money advertising to them to get them to buy again most people are not going to have a value column so I'm going to go ahead and

12:52select no and then we just simply upload um the file so if I go ahead and do that okay so I just quickly selected a file and then uploaded what's called example email list just to demonstrate how this works then you want to give this a name so example email list to probably delete the other stuff out that sounds absolutely fine if you're going to be uploading multiple different lists you just want to make sure that you name it something that's going to make sense when you review this later on so I'm going to go ahead and click next and then what it's done is it's looked at

13:19the data within the file that I've uploaded and it's wanting to match them right so it's worked out that this column that has been at example.com I said this is just an example email list is that email yes that is email if it was wrong no actually no that refers to a phone number that refers to a first name you can go ahead and select all the various options you just do that with all the columns available so that one Met has already worked out it says one that's action needed it's worked out the name Ben it hasn't worked out but that's first name so I just come in click in

13:49here and I select first name from the list and then we're all good we've got both columns in there matched it just literally got Ben and example Ben at example Ben example it's just literally got Ben and Ben example.com because this is an example email list in there but now we're good to go you just go through all the various columns and then you just go ahead and select import and create don't worry about any of this stuff I'm going to explain more about that later on okay that'll take that might take a minute depending on how big your list is but then that is our email

14:19list ready to go you can do that with an email list you can do that with a customer list any list of you know customers prospects Etc that you have can be uploaded to here and those people can be retargeted let's move on to some other custom audiences so if we click on create audience custom audience again those are by far the two most common um off meta sources your sources custom audiences that we use so I'm going to cover those I'm not going to cover every single one otherwise just be a five hour video and then we're going to move on to some meta sources and cover some of the

14:49most common meta Source options that we use let's start with video if you're running any sort of Facebook and Instagram ad campaign that's got video or if you're putting out videos on either account organically this is something that you'll be able to use so we go ahead and select video the first thing we need to do is choose the level of Engagement people need to have had before they're actually added into our custom audience so do we want to retarget people that have watched at least three seconds of a video maybe that's not enough maybe we'd rather people have watched 75 of our video and there's lots of options in between the

15:22trade-off here is audience size versus how warm they are so the more of the video that we need someone to have watched in order for us to be able to say yes they can be included in my custom audience the warmer they'll be the more likely they are therefore to convert when we retarget them but you'll now narrowing down your potential audience size and that might not be the best call because someone who's watched Say 25 your video they're not as warm as someone has watched 95 but do you want to miss out on all those people because there'll be there's a lot of drop-off not many people make it to 95

15:51particularly it's a bit of a longer video so there's always a trade-off here and the right decision will depend on how many people you have watch your video the more people have watched it the more picky you can be also how long your videos are the longer your videos are normally the lower the percentage you know if you're been advertising a five minute video for example you don't want to set 95 that retargeting or just gonna be really really small so I normally like a compromise of either 25 or what's called a three play which is 15 seconds something like that it would depend on how long your video is I'm

16:23just going to go ahead and select through play here but again you're going to have to do that depending on your specific video retention the longest you can do here is 365 days we have a long retention period And I'd absolutely go with that that's something that I would um recommend that you go with you want as many people in this audience as possible who have met that criteria no reason why not to audience name right video viewers let's call this something that's going to make sense 365 and then we could include 15 seconds as the watch time and then the most important thing is to

16:58choose videos so we've selected how much of a video they need to do but we need to click on here choose videos so once you make it to this page you need to select the videos that people need to have watched in order to be included in your custom audience and there are a number of different places where you can get those sort of videos from all those video viewers from I should say so obviously video sources right so is the videos that you want to retarget the viewers of are they on your Facebook page are they on your Instagram um profile is it within an ad campaign

17:24so go ahead and select the various options and then you can go through and select the various videos here then you just go down and you tick through the video or videos that you want to include let's say you've got a certain amount of videos on one particular topic you might want all the videos within that topic um to create a custom audience and then maybe you do a different custom audience for a different topic so just go through and select the ones or you could just go through and select all the videos here completely up to you by the way I just want to highlight something that happens

17:48all the time within meta ad accounts and you need to be aware of they're quite buggy there's often technical issues for example all these videos are showing as zero three second video views well I know that's not true I have 155 000 Facebook page followers and these videos will get at least in the high hundreds normally in the low thousands of views so that's clearly wrong they have not got zero three second views um but just to demonstrate that those sorts of things come up Don't Panic or think you've done something wrong or something like that is obviously wrong that's just a bug I'm sure if I come

18:21back in in a week's time they'll have fixed it it'll be fine but for now it doesn't work okay so let's go ahead and select those four click confirm then we've got our video selected people need to watch 15 seconds retention 365 we've given it a name um if you'd selected a certain categorization of video like you talk about different topics and you wanted one for each then just pop that in your name but I haven't here so let's go ahead and click create audience okay so that's our first meta Source custom audience that we've created for retargeting okay so let's move on to the next custom audience I want to create so

18:53if we click on create audience and custom audience again we've done video the next one I want to quickly cover is lead form now this is only going to apply to businesses that are using lead forms which won't be all and Lead forms are a tool that you can use if you want to generate leads on Facebook and Instagram I'll include a link in the description below to another video that shows you exactly how to run a Facebook and Instagram ad campaign using lead forms it can be very very effective so please what you're interested go ahead and check that out but what we can do as

19:19well is we can retarget people that have engaged in various different ways with our lead form so we could retarget anyone who would open the form we could retarget people who opened but didn't submit and we could retarget people to open and submitted you could see how there would be different use cases for each one of those people who opened but didn't submit maybe you want to encourage him to submit people who opened and submitted perhaps actually you want to retarget and get them to go on and purchase you want to get them to take that next step so number of different options I'm going to select

19:46that one for now obviously make sure you've got the right Facebook page selected and then you want to select your lead form I'm not going to do it because there aren't lead forms set up on this example ad account but if you had that you would just select from the drop down retention longest here is 90 days and I'd much rather it was 180 but you'll see a meta will pop up and say no you can't do it give this audience a name so we could have lead form engages because we're going with anyone who opened this form uh obviously 90 you still want the longest time period

20:14available here and it's something that I'd recommend and then obviously if you had different lead forms you could name your audience so that that made sense if you're offering different Services you'd want wrong retargeting audience for people who interacted with one lead form this is a different one you can go ahead and click create I'm not going to be able to do that here but that's how you would do it okay a couple more custom audiences I want to cover that I think will apply to a lot of people the first one is Instagram account so if we go ahead and select this and click next then here the first

20:41thing to do is make sure that you've got the right Instagram account selected I've seen people make this mistake particularly if like we have there's access to lots of different Instagram accounts within their their manager account because we have you know 100 plus clients at any one time but make sure you've got the right one selected there then we move on to events now there's lots of different types of custom audience we can create from people who've engaged with our Instagram account so the default and the broadest option is everyone who engaged with this professional account and they provide more detail on what exactly that is so

21:11we've got people who've visited this profile took an action on a post or ad such as likes comments saves Carousel swipes it's quite a low barrier to entry action button taps or shares Now button Taps will include people clicking on the call to action button it also include people clicking on the see more button to read the text within say an ad for example um so that's going to include the largest audience that you have available on Instagram and just like with the website visitors that's why I'd recommend that most advertisers start right if you're an intermediate or beginner level just go with everyone retarget allow meta to work out who's

21:47most warm who visits your profile every three days versus someone of us did you know a while ago then after that you can get more specific if you want to right so we can create people who actually have taken the step of becoming a follower which is this option up here we can go with people who visited your accounts profile perhaps they didn't become a follower and you want to help encourage that action or you want to do something else but you can really quite granular you can specify that you only want to retarget people who've engaged with a post or an ad or saved a poster

22:14ad lots of different options but for most people let's go with the default here retention 365 nice and long great I like that so let's go ahead and call this one instagram engages three six five and then we can go ahead and click create audience and then we can click done and then we're going to go ahead and click create audience custom audience and we're going to do the same as we just did with our Instagram account but this time with a Facebook page so make sure you've got the right Facebook page selected then we've got the events so it's going to look very similar to what we saw on Instagram with

22:46a few bit of difference so we've got everyone engaged with your page which includes people who visited your page took an action on a post or ad such as reaction shares comments link clicks Carousel swipes Etc we could again go with people that like or follow our page um we could just go with people who visited the page as opposed to that a lot of these can be very similar to the Instagram one people have engaged with the post around people have saved a poster ad people who clicked on a call to action button but just like the logic with the Instagram ad account engages I'd like to do the same thing with your

23:13Facebook page engages if you are beginner or intermediate level Advanced people can get more specific if they want to right so let's call this one Facebook page engages 365. great audience okay so these custom audiences that we've created are certainly the most common that we're going to use and they're going to cover the vast majority of the warm audiences that you may have available to you and so these are ones I'd recommend that you focus on obviously with lead form engages added in not something that we've done here because of the example ad account but of course if I just click on create audience custom audience there

23:48are other options if you've got a catalog on Shopify definitely look into this one if you've got an app definitely look into this one if you're running events definitely look into this one so there are other options I'm not going to cover that in this video it said it'd be five hours long but you can go through and the same principles of what I've talked you through on these other options certainly apply nice large custom audiences go with big retargeting auditions to start with then if as you get more advanced you want to get more specific then you can go ahead and do it right so I'm going to go ahead and close

24:14these down now there are a couple of ways we can use these custom audiences and I'll walk you through those in a second and get these all added into your ad campaigns before I do it just want to quickly mention our done for you Facebook and Instagram advertising services so if you'd like my company to create manage and optimize your Facebook Instagram ad campaigns for you that's a service that we offer if you're interested in finding out more you can click on the link in the video description below that'll take you to a page on our website and you can book in a free call directly with one of my team

24:40members now we do have a 3K per month minimum budget requirement so please don't book a call unless you meet that as we won't be able to work with you yet but if you do go ahead and book a call and hopefully we get a chance to work together so now that we've got our custom audiences as I said there's a couple of things that we can do with these so I'm going to show you how to set them up in an account in a second but one thing that we can do that I want to quickly mention whilst we're here is we can use these custom audience to

25:02create what's called a look-alike audience so let's take our all website visitors audience right we want to directly put ads in front of those people on Facebook and Instagram to convince them to come back and purchase become a lead Etc but we can also say to meta you know those people that are visiting my my website that's a really good data set I want you to find people that are very similar to the people that have visited my website and I want to advertise to them as well well because if for example meta can crunch the data within that custom audience and work out that people that are 42 and male that

25:37are interested in x y and z are most likely to purchase they can then create a custom audience that of people that are very similar to that group that a similar age you know similar interests all that sort of stuff and they can advertise to them that's what's called a look-alike audience and they can provide really really good results if used well now the best custom audience to create a look-alike audience from is usually customers so you're saying to meta you know these people that have bought from me can you please crunch the data on these and work out their common traits and find me a group of people that are

26:09very similar to them and let's put ads in front of them but we haven't set that one up in here we'll do web services because you could actually use that as well so we can select all web services we can click on these three little dots here and we can select create look-alike and then you just simply go through the steps now I've got a whole video on look-alike audiences and all the steps and everything so you can find again a link in the video description below and where you can go ahead and watch that full tutorial and go through it I just wanted to quickly mention it here in

26:32case you were unfamiliar with the process or didn't know about that option because it is a great option now the next thing we need to do is actually put these custom audiences into an ad campaign we've created the audiences we need to set that up so we click on these three little lines and jump back to ads manager okay and because this is an example ad account we haven't got anything in here but we're going to go ahead and click on create and then we're gonna walk we're gonna just quickly create an example um Facebook ad campaign we don't need to I'm not going to sort of go through all

27:00the settings here I'm just going to show you the custom audience part I have full tutorials on my channel that walk you through the entire process of campaign Creation in case you are interested so I'm just going to go ahead and select a sales campaign click continue and then from here we're going to jump over to the ad set level because that's where you set your targeting options and then we're going to scroll down as I said we're ignoring all other settings for the purposes of this video and we're coming into this custom audiences section then if we click in here we can see all the custom audiences that we

27:26just created so we can go ahead and add in all website visitors and we can now retarget all website listers which is fantastic that's exactly the whole point of this video and what we want to do with retargeting there's a few things that we need to mention about this very very important firstly I really would like you to deselect Advantage custom audience at least whilst you're getting started because this is as you can see it's designed to allow you to reach people beyond your custom audience meta says one it is likely to improve performance no most of the time when we're retargeting we only want to

27:58advertise to people that have already visited our website in this case or taken a certain action they're more likely to convert the reason why meta add this in is because if you have a larger audience you're probably going to end up spending more and they make more money it's very self-serving doesn't necessarily help you as an Advertiser there are scenarios where this can work well if you're more advanced you know what you're doing you will have a really broad appeal product and you want to add that in but for most advertisers I would deselect this okay that's the first thing second thing I want to mention is

28:25that you don't want to narrow down your other criteria when you're retargeting you don't need to get really specific with the age or gender or even add in detail targeting because it'll operate as an and function so let's say someone's visits your website and then you go and add in a detailed targeting saying you know I want them to be interested in digital marketing for example add that in right the only people that are going to see our ads are people that have visited in this case my website and are classified as interested in digital marketing now now that might sound fine but if they visited my

28:55website I don't need this criteria in down here because I know they're already interested in what I have to offer they wouldn't have visited my website otherwise these interest targetings they're not super accurate so you could have people that are in real life if you had a chat with them interested in digital marketing but just aren't categorized as So based on their Facebook and Instagram activity so I would deselect any detailed targeting options leave age nice and open again it's only people that only visit your website they're going to be retargeted doesn't matter what age they are in this scenario okay so you could deselect all

29:26that stuff and leave this open because this is going to narrow everything down another thing I want to quickly mention is that most of these custom audiences update automatically which is fantastic so let's take Facebook page engages for example as time goes on people are going to drop off the end of that audience but they're also going to be added in as you know those 365 days sort of move a day forward every day if that makes sense okay so it's not like every year or every few days you need to create a new version of this in order to capture the new people that have been added in that

29:58happens automatically the same happens to website visitors same happens for video viewers Instagram engages your email list it depends on how you set it up if you've done a direct link with MailChimp that can be updated automatically so as people leave your email list as they come into your email list that can all be updated which is great if you've uploaded a CSV file or a txt file you will need to update that manually you'll have to come in and do that because there's no way for that data to be updated everything else is taken care of which is great okay and then the final thing with these custom

30:26audiences is how you structure it now if you've seen some of my other videos you'll know that I'm not a big fan of stacking interests within one ad set so I don't like having ad sets that have say five or six different interests in there because you get a blended average result and you don't work out which of those five or six interest produces the best results with warm audiences that doesn't matter because we don't need to work out which of our five or six warm audiences produce the best results we know that we're going to get better results from our retargeted audiences than our other cold audiences we just

30:58want to be retargeting all of them so you want to go in here and add in all the warm audiences that you have into the one ad set so we would add in web services we'd also add in our Facebook page engages and our Instagram engages and our video viewers and our email list this also helps increase the size of your audience because warm audiences retargeting audiences tend to be quite small and in general meta ad campaigns perform better when you have larger audiences more day data there's more options to put ads in front of people so you want to build this up nice and big

31:31you are unlikely to get an estimated audience size over here it's likely to be unavailable now this is an example ad account with example stuff set up so our reach is like you know way smaller like it's showing basically nothing but meta's just a little bit reluctant to give you exact data here for retargeting campaigns they went with cold campaigns I don't really know why but that's how it happens don't worry about that if you see that don't worry about this if you see this estimate being tiny it's very often wrong and then we've got all these custom audiences added in here which is fantastic now this would then be part of

32:02a larger Facebook ad campaign if we were using the director of a strategy now if you're wondering how this ad set this retargeting ad set fits in with the larger campaign I just mentioned I'd strongly recommend you check out this video in this video I walk through my Facebook ad campaign structure how I would structure not only our retargeting setup as we've got here but how the cold audiences fit in around it so it's not a very long video stronger check it out I think you'll find it really really useful go ahead and click here and before you go please go ahead and subscribe