Facebook Ads Retargeting Has Changed! Do This...

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about how facebook ads retargeting has changed ios 14 and other changes are having a big impact on retargeting specifically so i'm going to talk about what we've seen the adjustments that you need to make to your facebook and instagram ad campaigns in order for them to work well under these this new setup and i think if you're running facebook ad campaigns and you've got a retargeting component which is something i'd always recommend this is a must watch before we're going to actually very quickly ask you to smash that like button

0:31and of course subscribe to my channel if you are new and haven't done so already okay so i'm in an example facebook ad account as as per usual i'm in an example campaign i'm at the ad set level right so let me just scroll down to wherever we are so just as an example let's assume this is a uh retargeting ad set and we are retargeting 180 website audience so obviously people who visited the website within the last um 180 days now a lot of people have experienced that since the changes were made late january and into february 2021 experienced drop-off in performance and retargeting i've had loads of comments messages from

1:07people saying you know my retargeting ad set used to get an atex rares it's now down to a 5x4 so you know where you're targeting ad set used to get 12x4 os it's now down to a 8x for us those sorts of things um keep happening and by the way a lot of people have lower roast numbers on their retargeting assets and that's i don't feel oh i don't have those ros numbers i'm doing terribly that's not true at all okay okay so why is this happening um we know that with the changes that are being implemented facebook's visibility over the actions that people take after they

1:44leave the facebook and instagram app so in other words the stuff they do on your website are being curtailed okay and if facebook's not able to track people as well because obviously we know there's all different categories of people obviously there's the ios users versus the android users all that sort of stuff but we know that this is being um this is being curtailed let's say across the board um and the results that we're seeing in our retargeting campaigns every targeting assets are reflecting that and that is because as i said facebook's not able to track exactly what people do so not only the overall audience is starting to shrink and that

2:20could be hard to work out because facebook often doesn't give audience sizes around custom audiences and hasn't for a long time for privacy reasons but not only are those audience sizes starting to shrink but also facebook has less visibility over the actions that people to take people are taking so let's say we give facebook a big old audience like 180 day website um visitors previously facebook was absolutely fantastic at working out who within that audience was most likely to purchase become a lead whatever it is that we were targeting for and they are still basically still very very good at doing that much better than you know basically every other

2:53advertising platform but the power with which it can do that has decreased and that's what's showing up so that's why we're seeing retargeting ad sets retargeting campaigns perform worse unfortunately you know it's just the truth you know i'm gonna try and throughout this whole process i'm gonna be as honest as i possibly can with you guys and that's what my content is anyway but we are seeing a drop off uh on retargeting maybe 20 to 30 something like that which sucks which didn't happening this didn't happen but if you're seeing larger than that here's what i would recommend you do the first thing is make your

3:30retargeting audiences larger okay we've done this in a few places i mean i've always been a fan of large retargeting audiences but it seems to be even more important which makes sense because if you think facebook has less um ability to be super specific with who they target within your audience if you give them a wider pool with which to choose from that becomes less of an issue because there's more options more people they can put your ads in front of so if you're operating with say a 30-day website visitor um custom audience make that 180 days or at least 90 days okay if you're operating with uh let's

4:04say you're retargeting an email list but you've just got a small segment of it right now perhaps try uploading the whole thing larger audiences seem to help with some of the issues that we're seeing something i've been recommending for a while but it's just becoming even more important with the current setup so that's the first thing second thing is if you need to reduce your budget do so now i'm a fan of using a retargeting ad set in amongst the main let's say cbo campaign and that way you don't need to manually adjust the budget as much because it's handled by cbo ads budget is directed and diverted the best

4:38performing elements within your campaign if retargeting's dropping off facebook automatically going to put more money into your cold audience ad sets which is exactly what they should do and that's fantastic but if you've got a separate retargeting campaign or perhaps use where you do you are seeing too much money spent on your retargeting campaign your retargeting ad set don't feel like you're failing or doing the wrong thing if you reduce the budget back down now like a lot of the things that are happening to facebook ads right now that are potentially not great like retargeting dropping off i would not at all be surprised if i'm making another

5:12video in six months time nine months time a year's time where retargeting is doing very well or various elements have been compensated for with other areas perhaps might be more accurate with we know um coming next year with issues around cookies um being removed from certain browsers and things like that that these businesses a business like facebook is absolutely enormous it's billions and billions and billions of dollars at stake they are putting tons of resources into working that out and i'm very confident they will find workarounds for this stuff so don't feel like retargeting has dropped off and you're dropping say budget you'll never be able to get it

5:50back you'll never be able to to do some of the things that we've previously been able to do that's very unlikely to be true perhaps retargeting will come back in different senses perhaps we'll use try different setups going forward we don't know just yet i will of course create content on all that sort of stuff but that is something i think it's very very important for me to mention that a lot of this is um happening right now it might be fairly transitory like it's not necessarily going to happen for for a long time these things change all the time and these things may well come

6:21back okay so i think two big takeaways on your retargeting two like quick wins if you are seeing a disproportionately large drop off the first is can you make those retargeting audiences larger don't worry about bundling them can you make a larger website audience can you add website and email list into the same ad set can you add in previous customers can you potentially look at some on facebook and instagram sources things like people have engaged with your facebook page watch video of yours on facebook um instagram interactions those sorts of custom audiences can you use those and add those into your ad sets the answer is you probably can to help

6:57and then also can you potentially reduce your budget and you might see that yes you generate less volume from your retargeting campaigns retargeting ad sets but if your roas on those retargeting components goes back up with a lower budget fantastic okay that's um you know that's the most important thing for most facebook advertisers so that's absolutely okay so that would be the two things that i would uh i would definitely recommend okay before you go one thing i want to quickly mention is my facebook ads mastermind group so it's a facebook group that we own and one of the largest i think it's now the third largest facebook ads

7:32um group in the world on facebook advertising an amazing community we have almost 90 000 members in there which is just awesome i do free live trainings in the group i put free content in the group i am involved you get people answering questions asking questions all day every day helping each other out if that sounds like something you want to be part of go ahead and join a link will be in the video description below just pop on over and we'd we'd love to have you if this video is useful please give it a like give a thumbs up please subscribe to my channel if you

8:03are new and haven't done so already and of course comment below you know if you've got any questions around any of this or you want to share your experience around you know let's try and keep it retargeting specific and absolutely let us know i i try to get to as many comments as i can i can't answer them all anymore because there's too many and but i do get to a whole bunch of them and i do certainly try my best and i certainly see them all so go ahead and put your comments in let me know what you think and whether this content is useful and i will uh talk to you soon

8:31best of your facebook ad campaigns guys bye for now