The ONLY Facebook Ads Retargeting Strategy You Need

0:00Facebook advertisers get retargeting so wrong in this video I'm going to show you my very simple and very effective Facebook ads retargeting strategy if you want better results from your Facebook ads this is a quick and easy win so to demonstrate this I'm in an example Facebook ad account I'm in ads manager and I'm just going to create a quick example campaign for this I'm going to create a leads campaign of course the retargeting that I'm about to describe can apply to other campaign types as well I'm going to go ahead and select manual leads campaign not tailored campaign I do that basically all the time and I recommend that you do the

0:32same thing particularly if you're watching my videos and they can guide you along on how to do things um well then I'm going to jump to the adset level not going to worry about any of the other stuff or any of the settings this is about retargeting so I'm going to jump down here to the targeting section where we can enter in our custom audiences uh where we can retarget okay so I'm going to do this within Advantage Plus audience I'm going to talk a little bit more about that um later on and the advantage of that versus original audience and things along those lines okay so I'm going to do this here within

0:59Advantage Plus AUD audience I'm going to click into this audience suggestion option and that's key you can note that for for later but the way we add in our retargeting audiences is via custom audiences and if you're not familiar on how to create custom audiences I'm going to talk about that a little bit later on as well but basically what I like to do as a as a standard default there are times where it get more complicated but a standard default is put all our custom audiences into the one adset right so let me show you what I'm talking about what I mean by all our custom audiences

1:29right so first thing I'm going to absolutely make sure that we've got all our website visitors in there and all website visitors over the last 180 days because that's the longest that's the largest that audience can be now I know there are Arguments for shortening that I'll explain why I don't do that um in a minute so we're going to add in all website visits okay so I'm also going to add in our email list going to make sure that's uploaded everyone on our email list you know previous customers or not is going to be added um into there I'm then going to go ahead and add in a

1:57video anyone who's watched a video of yours on Facebook Instagram part of an ad or anything again that's going to be 365 the longest range that met allow you to use I want this audience to be as big as possible uh on the video viewers I'm going to go with uh Facebook page engager so anyone who's engaged with our Facebook page or the ads VI Facebook anything like that within the last again 365 days as long as possible and then we're going to do the equivalent or the Facebook page engages um for Instagram as well and that's going to be like a really good default there may be other

2:25custom audiences that we look to add in so for example if we're running lead campaign using instant forms then we'll add in custom audiences for people who have engaged with our lead forms before what we're trying to do here with these custom audience options is create the largest possible retargeting audience include everyone that we can possibly include now I can imagine people watching this to be going hang on but surely you should go with small retargeting audiences like just people that added to cart in the last seven days or just people that visited our website in the last 3 days because aren't those people the most Keen aren't

2:57they the ones that are most likely to buy yes that that's true but meta already knows that so within those audiences let's say within or website visitors meta has the data of someone that visited yesterday my website versus someone who visited 5 months ago and they are going to start by advertising to the person that visited yesterday so you're not going to miss out on any of those most Keen hyper responsive prospects but by including the largest possible retargeting audiences meta is also able to identify that someone that did visit my website 5 months ago who has also been doing uh various activity online on meta on Facebook on Instagram

3:34that is now once again related to whatever I have to sell that they might be a really good Prospect again based on their activity and we should put an ad in front of them again and you don't want to miss out on those people either so that's why you want the largest possible retargeting audiences as a default it's also important to include various different types of retargeting audiences because not everyone is going to be matched so for example when you upload an email list uh meta is going to primarily use the email address but there are other data points as well and try and match those with people's users

4:06with their profiles on Facebook Instagram the success rate of that matching may be 40% 50% it's certainly not going to be 100% so you might think you're uploading an email list of 10,000 people but it might only match 4,000 people because lots of people on the email list have different details on there to what they have associated with their Facebook or Instagram profiles still get it uploaded but it means that um you want these other options cuz if they've all visited your website within that time they're more likely to be grabbed if they've also engaged with you on Facebook engaged with you on Instagram watched a video of yours then

4:36they're more likely um to be included um in there as well likewise going the other way these uh custom audiences like web services only goes up to 180 days so you might be able to get someone who visited your website a year ago but hasn't done so recently in your custom Audience by uploading an email list if they're on your emails assuming they match so you want as many as possible we also know there are issues with website vs not always being tracked throw on an iOS device and things along those lines um as we would like them to all of these the people that have engaged on platform

5:07they're going to be tracked accurately and and you want to uh to include them there oh and by the way if you want more input on how to navigate the big updates that keep coming to Facebook ad and you want to stay ahead of the curve with the most up-to-date strategies check out the link in the description to find out more about my mentorship program now once you've added in these custom audiences I'd strongly recommend that you leave these other targeting criteria age gender detail targeting open we've got all the data meta's got all the data we don't want to further constrain uh where we're asking meta to Target and again

5:36that's going to vary depending on your setup which I'll talk about more about in a minute but I just wanted to quickly mention that that we're going to leave the rest of the stuff open including location which with Advantage Plus audience you set at the audience control we might narrow by um country just to select the the the countries that we want to reach uh we may just go all over the place if if we're just retargeting that will depend on your business and who you can serve um but in general you want to ER on the side of more open with your other stuff including location if

6:02you are adding in custom audiences of retargeting now we will use this setup even if we're using Advanced retargeting strategies like the Omni presentes content strategy if you're not familiar with that I'll include a link in the video description it's a great strategy for expertise based businesses service providers anything that's that's a bit higher value fantastic for warming up audiences and getting them to convert and you might think well aren't you going to narrow the audiences down there no we're still going to leave them nice and open when it comes to our warm audiences when it comes to retargeting we want the largest audience possible for the reasons that I've already

6:35mentioned okay now I've set this up as part of Advantage Plus audience now with Advantage Plus audience the targeting criteria are suggestions including these custom audiences so the way I've set this up here meta has the direction of these custom audiences please we're saying to meta please retarget these people but if you want to you can go beyond these audiences and Target other people if you think they may well convert I think most of the time that's fine which can make this not strictly a retargeting adset or retargeting campaign um it could also be considered mostly retargeting kind of a cold audience as well the lines are very much

7:15blurred there that's sort of up to matter they will start with your retargeting audiences for sure but then look to um to potentially find other people there are scenarios though where you want to offer something different to your warm audiences to your cold audiences you're like no I want to offer specific 10 15 20% discount just to the people that interacted I don't want to offer that to the cold audiences in which case you're going to have to try and make this targeting much more of a uh hard boundary criteria like no I only want to advertise these people the way you do that is you want to come down and

7:44switch to original audiences meta is going to try and convince you not to do that uh for the reasons that I've already mentioned but if we switch to original audiences scroll down we've got our custom audiences added in here we want to make sure that we've got Advantage custom audience deselected as it is here because otherwise it will say look Reach people beyond your custom audience when it's likely to improve performance so even if you switch to original audience options um you need to make sure that that is deselected which it is this will now act as hard constraint So Meta is only going to put

8:11ads in front of people that are actually Within These custom audiences which as I mentioned particularly if you're offering something specific to your warm audiences and not to others this may be something you want to do if you have particularly large um custom audiences and we're running the omnipresent content strategy uh with our retargeting then we might look to do this as well cuz we feel like we've got enough people in there but most of the time most advertisers using it as part of Advantage Plus audience is going to be fine now one thing I don't like to do that I get a lot of questions about is

8:39add in exclusions so you can see we've got this add exclusions option here so for example we can click on this add exclusions and we could for example look to put in our website purchases so the way this is now set up is we're saying to meta please retarget all the people up here but exclude anyone that's bought from us and has triggered the um the purch conversion event on the website within the last 180 days I understand why people want to do that they think why would I put my ad in front of people that are already bought surely that's a waste of money and I don't think it is

9:09firstly most businesses have some sort of repeat purchase option or they have additional products or additional services and you absolutely want to make sure you're putting your ads in in front of people that have bought before particularly if you've had a good experience CU they're the ones that are most likely to buy again if you exclude them you're not putting ads in front of them I've had many conversations with business owners where they assume that the person that bought from them will remember and I think that's just because they're obsessed with their business thinking about it all day long and that's just highly unrealistic the people are going about their day they're

9:40not thinking about your business you need the reminder you need to advertise you need to put it in front of them why do you think the massive brands that everyone know about still run ads right same reason so I don't think that happens there is the argument potentially that if you offer something that is just a one-time purchase why would I do it in that scenario I still think it's probably not a good idea to ask an exclusion because if it's a one-time purchase but someone had a great experience putting an ad in front of them is going to remind them of the purchase that they made and it means

10:09it's more likely that they will recommend and refer you to friends family Etc and that might sound like a bit of a small trivial thing why would you waste the money for that potentially small Advantage I don't think it is a small Advantage remember if someone recommends or refers something that's the best form of marketing right the person who they're recommending it to is far more likely to purchase them from an ad or anything else so it's useful but also how many previous purchases have you actually got if you think about that audience size as a percentage of your overall marketing your target audience it's going to be tiny so only a tiny

10:44portion of your budget is really realistically going to be spent on those people unless you're a massive company with hundreds of thousands of customers that are include in your targeting so the downside to leaving them in from a cost standpoint is minimal and I think there are potential benefits so I really don't like including exclusion um I was talking to someone the other day that wanted to add in a an add to cart exclusion to have a separate retargeting campaign specifically for add to carts and I talked him out of it because I said think about how the meta delivery system works with ads meta may have

11:13calculated that someone on average needs to see one of your ads three times in a 24-hour period to get them to purchase now imagine for example they've shown an ad to that person twice they've come through your website clicked add to cart and they're planning on putting that third impression in front of them later that day the next morning whenever they're on Facebook or Instagram but they now can't because that person's excluded that would be a nightmare The Meta delivery process relies on planning out multiple Impressions we all know that multiple impressions are very important more important for some business than others and if you add an

11:45exclusions it really gets in the way of that and the add to cart scenario is is a perfect example so not a fan of adding in exclusions I'd recommend turning them off so this is by the way how you add an exclusion with the original audience setup if I go ahead and switch back to Advantage Plus audience the way you would add in an exclusion would be in this audience control section because the audience control is all about hard boundaries whereas in the Advantage Plus audience is all about um suggestions it worksight differently and you see here we can exclude these custom audiences in this part here right that's just in the

12:12click into this and then click the more button there um and then we add in the website purchases and you go ahead and do that there again not something I would recommend the only scenario which um we would actively do this would be if we're offering something to new customers that we don't potentially want older customers to know about because perhaps it's a better deal it's an improved price point improved offering I think some previous customers um will be annoyed with that I think most of the time that's fine everyone understands that there's sales we try and improve our products and services so someone might get a slightly better deal a year

12:43onun from when they bought I don't think that's the end of the world um but it's just something to be aware of that that can be a factor and that would be the scenario in which we'd probably go okay yeah sure let's exclude website purchases or something along those lines otherwise I'm basically never going to do it now if you want to know how to create all the various types of custom audiences that I used here and that you should be adding into your retargeting campaigns and your retargeting adsets I show you exactly how to do that in this video here I literally walk you through

13:08how to set up email list customer audiences website custom audiences uh metasource customer audiences the lot