# Should You Target ENGAGED SHOPPERS With Your Facebook Ads?

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=eh9hi_mR2eY
Duration: 13 min
Language: English
Words: 2886
Transcript page: https://viewrankai.com/tools/youtube-transcript/eh9hi_mR2eY

---

[0:00] hi guys it's ben heath from lead guru and in this video i'm going to talk about whether or not you should be targeting engaged shoppers with your facebook ads you may have seen that come up as an option when you're creating your facebook ad campaigns that would you like to target engage shoppers you can do it manually as well and you may have wondered is that a good idea is that a bad idea so i'm gonna talk through the pros and cons when you do want to do it when you don't want to target engaged shoppers with your facebook ads in this video before we're gonna just wanna very quickly ask you to

[0:26] smash that like button that really helps me out is much appreciated and of course subscribe to my channel if you are new and haven't done so already so engage shoppers the best way to explain this and to demonstrate it for those who may not have seen it pop up automatically is to create an example campaign so let's go ahead and do that i'm just going to create an example conversions campaign for demonstration purposes and then we're going to jump to the ad set level the ad set level being where um the targeting options are obviously selected so i'm going to scroll down and ignore all this other

[0:52] stuff and i'm going to come down to this detailed targeting section so i'm going to go ahead and click edit and as i said sometimes this will pop up as an automatic option i haven't seen it as much recently i would say that maybe six months ago it used to come up a lot more but i'm sure it will still be coming up for a lot of facebook advertisers and that's something that you should be aware of by the way guys is that if you see something on my screen that looks different to yours that's because facebook tests out different interface options for different users they'll take say 10 000

[1:19] facebook advertisers and give them a certain interface and see how that affects performance whether it makes it easier for them and they won't to others so there will always there may well be slight differences and but you know just just something to be aware of anyway you may we have seen this option come up automatically but if it doesn't then what you can do is you can see that you can literally search for engaged shoppers and you'll see it pop up as a behavior okay engage shoppers i'm going to show you how that normally works in a minute so let's say for example i'm advertising hats through

[1:49] on online through an e-commerce business right just take that as double so i could put in hat in here and i could boo the interest hat okay and we can see that in the uk the potential reach total reach because it's defaulted to the uk 11 18 plus is um here we go uk 18 plus is 51 million which actually gone up quite a bit recently which is interesting um if i was to just take off detail targeting expansion we can see that of those 1.7 million people are interested in hats okay now what you'll often have is you might run an ad set like this with this

[2:21] sort of setup if you're trying to sell hats as an example and then what you can do is you can narrow audience i said this sometimes comes up as an automatic option that facebook sort of promise you to do and then you narrow the audience to only engage shoppers okay and if i uh if i just scroll down a little bit if i hover over engage shoppers what you can see is that this is a behavior and it says the description over here on the right hand side will it stay no it won't stay so i can't highlight it but the description on the right hand side says

[2:48] people who have clicked on the call to action button shop now in the past week so this is engaged shoppers based on in app activity on facebook or instagram activity where someone is literally clicking on the shop now but not learn more other types of ads but the shop now button okay so if i go ahead and select that we can see the effects we've gone from 1.7 million to 780 000. and just out of interest i'm going to very quickly remove this and you can see that out of the 51 million or so facebook and instagram users in the uk 12 million of those have clicked

[3:21] the shop now button on an ad um within the last week it shows how much engagement interaction there is facebook and instagram ads that almost what's that a quarter of the population that's on facebook and instagram has clicked on a shop now call to action button within a week let alone a longer time period like that's pretty impressive let's go ahead and make sure we pop that back in for demonstration purposes okay so when this comes up and we've got an audience here at 78 780 000. 1.7 million was fine 780 000 also fine now it's easy to think this is fantastic why wouldn't i go ahead and target um

[3:56] engage shoppers facebook often offers it as a sort of default option great clearly i want to advertise to people that are more interested in buying from facebook instagram ads more likely to buy from facebook and instagram ads now it's not as simple as that and i'll explain why and how it works out so if you were to take this audience with the 780 000 of people that are interested in hats and are engaged shoppers and you were to advertise to just say a thousand people within that audience and then i was to get rid of engaged shoppers and just advertise to a thousand people in the hat audience

[4:28] alone not narrowed so not having to meet both these criteria you are going to see a higher conversion rate from the people that are interested in hats and engage shoppers so by targeting engaged shoppers with your facebook ads you're going to see a higher conversion rate but here's the issue it's also more expensive to reach engaged shoppers because a lot of other advertisers go why wouldn't you advertise to engage shoppers i'm absolutely going to have that as a criteria that's who i'm going to advertise too so if for example you see a 20 improvement in conversion rate by advertising to engage shoppers but a um 50 increase in the cost of reaching

[5:06] those people you are net worse off yes you've improved your conversion rate but you've also increa increased the cost and at the end of the day most facebook advertising is your cost per conversion that's going to really matter that's the thing that drives the success of the campaign that's the thing that is going to determine how profitable it is whether you can scale or that's its cost per conversion so whenever you're making a change often there's a it helps this so it helps your conversion rate but it hurts this it hurts your cost therefore where do you come out in terms of cost per conversion okay

[5:36] now you might now be thinking well therefore you just never want to use it there's there's scenarios in which you do and scenarios in which you don't want to narrow further with engaged shoppers if you want and we've tested this a whole bunch by the way if you are advertising a product that would traditionally be sold on the high street let's say so jewelry um apparel i mean hats would be a pretty good option things that what the people that we commonly associate you think of someone who's into shopping like what are they buying they're buying a lot of clothes they might be buying they're buying you know

[6:10] the stuff that will traditionally be bought on the high street a lot it is beneficial most of the time to include engaged shoppers as a behavior as a criteria in your facebook targeting and that kind of makes sense because when we had a look at the 51 million people that's the potential reach in in the uk 12 million of those have clicked the shop now button i imagine a lot of those shop now clicks are on products that are traditional high street style products clothing jewelry you know these sorts of things okay a lot of home related products as well you know things that people buy for for

[6:47] the home um so you are narrowing in a way that is very effective for those sorts of businesses if you are advertising something that's potentially more niche or more specific to your audience anything b to b usually it's not beneficial to include engaged shoppers and you want to leave it off if you're advertising let's say something in uh fly fishing as an example something i do every now and then right fly fishing just because someone on facebook and instagram hasn't clicked the shop now button within the last week does not mean they won't on your ads at all maybe that person is just really into fly

[7:25] fishing they don't really care about a lot of stuff they're seeing ads for these other things they're just not that bothered about but your ad for fly fishing is absolutely up their street they want a new rod or some new flies or some new line or whatever it is and they're highly likely to click and purchase you know provided the ads good and the offer is good and all that sort of stuff right so with those sort of businesses where it's more specific what you're advertising to the specific person more industry specific more specialized anything b2b almost anything service related we don't tend to find the

[7:56] results better with engage shoppers if as i said you're selling ecommerce products that are very traditional high street items jewelry apparel home related products we do find it beneficial to target engaged shoppers with that said it's not always as simple as that so i would encourage you to test if you're unsure i would encourage you to test you can test one or two ways either run an identical ad set alongside each other so in this um campaign for example we could have an ad set like this hat targeting with engage shoppers we could have another ad set alongside it that is hack targeting without engage shoppers

[8:31] see how they perform yes those two ad sets are going to compete a little bit which is not ideal and not how you want to leave it going long over the long run but what you're looking to do is over let's say a two week period establish which one performs better and then you want to remove um the pause the the ad set that's not doing as well you can test it that way or if you want a test that's gonna perhaps be less disruptive to your facebook ad campaign but take longer you could run an ad set like this for say a week or two and then a week or two after

[9:00] that you could come in and get rid of the engage shoppers option and see how that performs sort of doing it sequentially so i get a lot of questions around testing and people want to know how do i test those both things without messing things up often the answer is we'll test one thing this week and then the other option next week and yes it's not a perfect split test at all but it might be beneficial okay so that's another thing um having gotten rid of engaged shoppers here one other point i want to mention and that's that you can see the audience size has gone back up to 1.7 million now

[9:31] we know that with facebook and instagram ad campaigns larger audiences tend to perform better in general all things being equal larger audiences are going to do better so if the results are close from your test you know let's say the one with engage shoppers performs a little bit better i would be tempted to go with the one without engagements you want there to be a big differential to focus on the engage shoppers one because as i said audiences larger audiences perform better they also have more scalability they also um have more longevity so if you're targeting an ad set with engage shoppers and that makes your audience size

[10:09] smaller you're going to have to create more ads more regularly because they're going to fatigue quicker because there's less people they're being shown too you're also not going to be able to scale as much if it works really well you're not going to spend as much so there are advantages to staying with the larger size audience but we have seen examples as i said where we're selling clothing jewelry you know home-related products things like that where we will only target engaged shoppers and we might see a 40 decrease in the cost per conversion 30 degrees cost per conversion which is absolutely well worth having and therefore you want to go with that

[10:37] targeting options okay hopefully that's been useful hopefully you now know what to do with your uh engage shoppers whether or not you should target them with your facebook ads and and yeah hopefully that'll help improve your results because of it a couple of things i want to mention before you go the first is a course of mine called facebook ads insiders really comprehensive course i've been selling for a while has recently been updated a lot of the content has been updated and we're constantly adding to it and if you're looking for that one resource that's really going to help you get the best possible facebook ad

[11:05] results it is my facebook ads inside this course i'll include a link in the description below so you can check it out we've had hundreds and hundreds of people that follow my my youtube channel purchase it feedback has been phenomenal and it covers literally everything we start right at the beginning with you know setting up facebook page uh priming it getting business manager all set up pixel installation all the way through to really advanced strategies they don't talk about um anywhere else so if you're interested go ahead and check out the link you can find out the details and all that sort of stuff and other thing i

[11:33] want to mention is i've recently enabled youtube channel membership so you can now become a member of my channel and members for a small monthly fee get some added advantages so they get prioritization in terms of me responding to comments as my channel has grown and i get more and more and more comments it's impossible for me to answer them all and so i'm going to be prioritizing comments from people who become members i'll be answering those first i'm still gonna do my best to engage with other comments of course from people that aren't members and i really appreciate anyone who does comment on my videos but

[12:04] they're gonna get priority you're also gonna get a chance to take place in member-only polls so i'm going to be asking my members what video content they want me to create what topics what facebook advertising topics i want to cover things like engaged shoppers people might have a question about they want me to cover in a video um they get to do that and also if you just want to support my channel if you've found value and found that my content has been helpful perhaps helped your business help your facebook ad campaigns and you want to find a way to give back a lot of people have have asked me that in the

[12:31] past they've said how do we you know support what you're doing this is a great way to do it become a member help support me and the channel helps me dedicate more time to creating content like this and um and yeah it'd be beneficial if this video has been useful as i said uh smash that like button that really helps me out it's much appreciated comment below comment below with any questions you've got comment below to let me know what you think whether or not you become a member i said i do my best to answer to answer all comments and i certainly see them all and of course subscribe to my

[12:59] channel or at least facebook advertising related content all the time if that's what you're into if that's going to help your business go to the next level then make sure you subscribe thanks a lot guys bye for now

---

About this transcript
Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com).
ViewRank AI finds the videos already beating a creator's own average on Instagram, TikTok and YouTube Shorts, transcribes them from the audio itself in more than 60 languages, and turns what worked into new ideas and scripts.
Free transcript tools, no account needed: https://viewrankai.com/tools
How to read any video this way: https://viewrankai.com/llms.txt