# NEW Facebook Ads Retargeting Strategy for 2026

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=raSBSNu1fYE
Duration: 17 min
Language: English
Words: 3745
Transcript page: https://viewrankai.com/tools/youtube-transcript/raSBSNu1fYE

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[0:00] Facebook ads have changed so much over the past few years that we've had to create new best practices for just about everything new campaign types mean that we now have to use very different retargeting strategies than the ones we used to use now fortunately we spent more than $70 million on Facebook ads last year alone so we've had plenty of opportunity to test and work out what's working best right now in this video I'm going to show you my new Facebook ad retargeting strategies so in this video I'm going to cover two different retargeting strategies depending on which campaign type you using so the first one assumes that using a manual

[0:31] campaign with Advantage Plus audience I quickly walk you through the example of how we would therefore set things up from a retargeting standpoint if you are using that setup so I'm in an example Facebook ad account going to go ahead and click on Create and then select um sales from down here click continue and then instead of using Advantage Plus shopping like I said the first one I'm going to show you assumes you're using manual sales campaign so I'm going to go ahead click on manual sales campaigns and click continue I should quickly mention by the way that that screen I just showed you where you have to choose

[0:59] between um ASC advis shopping campaigns and manual campaigns that is all going to change over the next 6 months in terms of the strategies I'm recommending in this video you can absolutely both use both of them still even with the the new setup that's coming it's just that the interface is going to look a little bit different you won't have that option early on you'll instead be able to switch over to manual type setup um at the adset level so just wanted to clarify that in case you're watching this in six months time or a year's time and thinking hang on this looks different to to what I'm seeing here but

[1:27] you can still follow along and do what it is that that I'm about to to demonstrate Okay so we've gone and created the manual campaign I'm not going to worry about all the other settings I'm just going to go ahead and uh skip on over to the adset level and then scroll down um to the targeting sections obviously we've got this audience control section this Advantage Plus audience um now I've created videos talking about targeting and how these work and the differences between them and all that sort of thing but what I want to talk about here is specifically retargeting so in audience controls which are hard constraints you still

[1:59] want to go in and select um the areas in which you can deliver your product service you want to advertise to mattera here is defaulted to the United Kingdom you we could make that narrower if we're a local business and can only serve people locally we could add in other countries if we're an international business etc etc there are some more options where you can set a minimum age range um for example if you're only able to advertise your products services to people over the age of 21 for example in a certain country you can accept that um but you have fairly limited targeting controls here in the audience control

[2:31] section what you do have in terms of more options is this Advantage Plus audience section here but the targeting inputs that you put into this section are suggestions they're not hard constraints so if you say to meta look I only want to advertise in the UK they're not going to start putting ads in lots of different countries but if you add things down here as audience suggestions so let's say look I only want to advertise to people aged uh let's give an example I know to advertise people age 25 to 35 met is going to use that information to direct their advertising initially so they'll start with that age

[3:04] range but if meta believes based on all the data and and and the things that they see that they'll be able to get you good results by advertising to some people that are outside of that age range then they will because this is a suggestion it's not a hard constraint okay so I'm going to go ahead and put this back to just 18 plus now what we do in here because of that is we like to create effectively a hybrid adset that both retargets so targets your warm audiences and also targets your Cod audiences how do you do that you come in here and under this

[3:37] Advantage Plus audience section you add in your custom audiences in here so let's say for example you wanted to retarget your website visitors so if I go ahead and pop in uh website visitors we've got 180-day website visitors in there right now you want to make sure that you add in all your customer audiences so there's the 180-day website visitors but you also want to add in uh Facebook page engagers people who have engaged with your Instagram account video viewers if you're using instant forms lead forms people who engage with those uh your email list so both meta sources and non- metas sources add in all your custom audiences and then you

[4:09] want to leave the rest of this open so leave age gender detail targeting open now this looks like a warm audience adset but it's not it's a hybrid adset it's a mixture of warm audiences and cold audiences cuz remember the targeting inputs we're putting in here are suggestions So Meta is going to start with the people in our warm audiences but they're also going to go outside of that if there are other prospects that they believe can get great results so you're going to end up advertising to a mixture of warm and cold audiences and meta is going to sort of balance that and put ads in front of

[4:39] who they um think will get you the best results possible um doing that sort of setup so often we have a very simplified campaign setup for businesses that are using manual say sales campaigns the same could be applied to to manual leads campaign where you've got very simplified campaign structure and one ad set that has a combination of both warm and cold audiences so so there is a potential issue with this retargeting strategy and they're going to cover in a minute and show you how to solve it before I do just want to quickly let you know about our done for you Facebook and Instagram advertising services so my

[5:09] company can create manage and optimize your meta ad campaigns for you we can take all that workload off your hands almost certainly get you significantly better results by having us manage it because we spend tens of millions every year we've worked with thousands of clients and we do this all day every day um if that sounds interesting there is a link in the video description below you can click on that come through to a page on our website and book in a free obligation call with one of our team members to find out exactly how we're able to help you so if that sounds interesting go ahead and do that and

[5:35] hopefully we get a chance to work together so I mentioned a second ago that there's a potential issue with that strategy that I just showed you and that's that you can't customize your creative in your messaging your copy between warm and cold audiences if you've got a hybrid ad set like I demonstrated well the same ads are going to be put in front of both warm and cold audiences so you have to create both creative and AD copy that sort of make sense for both of them if you wanted to create customized ads for warm audiences only perhaps they get a special discount perhaps using different language because

[6:09] you know people have interacted um with you previously then you're going to need to mix up um the setup somewhat you're going to have to separate out those warm and cold audiances into different adsets so let me show you how we would go about um doing something like that okay so instead of having all the custom audiences in an Advantage Plus audience ad set we would instead want to create a warm audience adset that uses original audience options so you see this button down here that says switch to original audience options if I go ahead and click on that met is not going to want you to

[6:38] to do that cuz typically it doesn't produce as good results but there are specific use cases like what we've talked about here and then what we can do is we can go ahead and add in all our custom audiences like we did previously into this um custom audience section we can deselect Advantage custom audience because if you leave that selected you'll see that that will mean that met will put your ads in front of people that aren't in your custom audience so make sure you go ahead and deselect that and what this is now going to do is this this ad set is set up to only adverti to

[7:08] people within your customer audiences that also meet your other criteria like location age etc etc so you generally want to leave these um bits down here as open like you would with all retargeting adsets um but it does operate differently in that these are now hard constraints because we've switched to basically how meta used to operate with the original um audience setups so that would then be our warm audience that wouldn't be targeting cold audiences then if I go ahead and duplicate this ad set this is now our warm audience ad set so if I go ahead and cck uh click duplicate um into the original campaign

[7:39] is fine and then we need to create a separate adset for our cold audience adset I'm just going to quickly rename these so we can keep track and and it will make sense so if I just call this one Cod adset and then this one up here was the war adet okay so the way we would only target cold audiences and exclude warm audiences would be to come down we don't need to use original audiences here we can switch back this is an original audience cuz we duplicated from original audience but we can switch back here to using Advantage Plus audience which is typically what I would uh recommend and

[8:13] then in this audience control section we can click on show more options and we can exclude custom audiences so here we'd want to make sure that we are excluding our you know website visitors and all the other custom audiences that we are targeting in the warm audience adset right obviously make sure that you're not specifically targeting these people down this Advantage Plus audience section so take that out of there and then you can set up the Advantage Plus audience section with your suggestion so whatever you think your age range is if your product service people are mostly male or mostly female that are interested you can go ahead and select

[8:46] gender targeting and then you can add in detailed targeting with interest and things like that remember these are suggestions so adding stuff in here um is often a good idea and really doesn't hurt your your campaign and then this will operate as a cold audience adset that is excluding your warm audiences and remember this exclusion of the warm audien is happening up in audience controls which means they are hard constraints So Meta won't sort of go beyond those uh won't break the rule of not targeting those people because it's up in that audience control section and it allows you to to make sure that your War audiences aren't um

[9:21] seeing the ads from within this Adent and that would allow you to customize messaging to customize ad creative so you could have separate ads in the cold audience adset uh versus the warm audience adset and you could um yeah like I said have different messaging different creative for some businesses that's really important okay so that's the first Facebook ads retargeting strategy that I wanted to cover I'll cover the second in a second um but no matter which retargeting strategy you're using it is absolutely essential that the data coming into your Facebook ad account is really really accurate because you need that as an Advertiser to be able to optimize a campaigns to

[9:56] see what's going on meta also needs that data to really optimize your campaigns work out who to put your ads in front of how often all that sort of stuff the importance of that should not be underestimated and unfortunately because of all the Privacy regulations that have come in over the past few years the accuracy of the data we get from the metapixelatron

[10:18] is the best tracking and attribution software for Facebook and Instagram ads it's a software that all the big players including myself use I use it to track the results I generate from my own ad I also use it for all my organic content as well which is really useful so someone comes through and books a call for our done for you services for example I can see exactly where they came from with a lot of accuracy and that allows me to make decisions in my business which is really really helpful and let me quickly show you how important this is so I'm in my hos dashboard um I've isolated one of our

[10:48] meta ad campaigns and I created a report for it so we can see the data and you can take a look at this so this campaign spent just under £22,000 generated £15,000 in Revenue but here's the really important bit reported versus revenue and in this column we can see £12,000 now what that means is that out of the £15,000 that this campaign has actually generated hyos has been able to report on the full 15,000 £12,000 of which meta was not originally able to see so if we're just looking within our metad account not using hyos we would have seen that £3,000 of Revenue was generated from

[11:21] this campaign and that is not true at all that is a much much lower roas number than the actual £15,000 of Revenue that was gener generated for a number of years now meta's ad tracking capabilities have not been as accurate as they once were because all sorts of privacy regulations have come into effect and it's only heading that way it's only becoming more and more difficult to get accurate data and uh and track our results as we need to be able to do this is a relatively extreme case and the reason why is because meta has a 7day maximum attribution window and this is an ad campaign that's

[11:52] retargeting for one of our services that people usually take a lot longer than 7 days to make a decision on so someone clicks on an ad they often won't convert within 7 Days meta simply not able to see that data and that's where hyos comes in the important thing is that you need accurate data and hyos takes care of that so if you want to get better results from your Facebook ads without actually having to touch your ads go ahead and sign up to hyos there is a link in the video description so let's go through the second Facebook ads retargeting strategy that I want to uh

[12:18] to show you and discuss so I'm back in the example uh Facebook ad account to demonstrate this I'm going to go ahead and click on Create and select sales again like I said previous strategy I talked about can also work with uh with leads campaigns too but if I go ahead and click on sales and then this time I do go with an Advantage Plus um shopping campaign what is um soon to be renamed in most ad accounts as Advantage Plus sales campaign just so you're you're aware um effectively if we are retargeting with this campaign type asc's the retargeting is handled for us meta automatically works out how much to

[12:54] spend on cold audiences how much to spend on engaged audiences so people who have perhaps consumed your content seeing your ads visit your website things like that for having yet purchased and then also how much should be spent on um existing customers um meta does a really good job of this within ASC and we can see that the reason why I've gone down to this section here is this reporting section right so this is an example ad account I haven't defined the gauge audience and the existing uh customers but you can go ahead and create those custom audiences and say to matter this is my engaged

[13:20] audience people who have consumed content let's say interacted before but not purchased and then this is a customer list actually people who are who have bought from me previously and are are existing customers and it's in the reporting section um so it where the inputs you select here don't affect who your ads are put in front of but it does affect what you can see from a reporting standpoint you can see exactly how much is being spent on Cold versus engaged versus um existing customers and we can see that meta does a pretty good job and they're pretty consistent in terms of how much you spent depending on

[13:50] obviously the size of your engaged audiences um and your existing customers now again with this setup you do run into that same issue of you're not able to custom ize ads so creative and and copy between warm and cold audiences you're going to end up with the same ads or the same stuff being put in front of both warm and cold audiences so potential solutions to that either ditch asc's and go ahead and use manual campaigns and then set it up as I showed you previously with a previous retargeting campaign but we often won't do that honestly because a lot of the time we are going to see that with asc's

[14:25] that produces consistently the best results for our clients for a lot of businesses now particularly as this campaign typee is becoming more powerful more sophisticated With The Changes coming up um I think it's going to be even more so we are using this more and more for clients and therefore the alternative to changing it up customizing the creative between the warm and cold ores is just to not worry about it it's just to go actually let's just put our best ads in front of everyone not worry about this like real distinction that's becoming more and more of an old school way of doing things from a digital marketing

[14:59] standpoint anyway um over the last 5 10 years we've all realized the importance of um like brand building and not trying to segment out people go through this step and then they go through this step and and have it be so rigid and have it more be like I'm going to try and put really good stuff in front of as many people as possible um some of which are warm some of which are cold and I know that that's probably going to lead to the most conversions overall so the the ability to customize messaging and ads between warm audiences and cold audiences is much important for some

[15:29] businesses than others so for a lot of e-commerce businesses I would just not worry about it just go ahead sell your products like I said put your best foot forward you likely get the best results it's more important for other types of businesses um particularly say highend service providers who want to and need to warm people up need to put lots of different ads in front of people over an extended time period um to warm them up and get to the point where they want to work with them where they want to pay these high uh prices for say a high teet service for example could apply to

[16:00] products as well but it's normally the things that cost a lot more that are really involved purchases um and then the importance of doing something like that is is greater and you might want to have other campaign types running alongside either an ASC or say a manual sales campaign or a manual leads campaign in order to do a lot of that um warming up and therefore you have a natural distinction between potentially what some people might see who are in your warm audience that say being run exclusively through an awareness campaign or an engagement campaign to warm them up over time we do that with something called an omnipresent content

[16:31] um Campaign which can be really effective but that's then going to be separate from your other more direct offer campaigns that are trying to directly sell your products directly sell your services and if you are in that situation and you would like to know what an only presentes content campaign is how to set it up and all that stuff you can check out this video here I literally walk you through the entire process if you do offer a high-end service even a more expensive product basically if you're going at some point to be asking for more than $1,000 from your customers then go ahead and getting a normally present content

[17:00] campaign set up alongside the other stuff that we've discussed here in your other campaigns is a really good idea so go ahead and give this to watch

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