Facebook Ads RETARGETING - 7 Best Practices
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- เผยแพร่เมื่อ 21 ส.ค. 2024
- Want to know how to do effective Facebook ads retargeting?
In this video I share 7 Facebook ad retargeting tips and techniques.
There are certainly best practices when it comes to retargeting with Facebook ads and...
Having run hundreds of Facebook advertising retargeting campaigns for our clients, I have worked out what works and what doesn't.
Watch this video to make sure you aren't making any Facebook ads retargeting mistakes...
And make sure you get the best results possible with your Facebook retargeting.
#facebookretargeting #facebookadsretargeting
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Thanks for watching guys! Let me know what you think in the comments :)
Hey Ben
I've set my budget on ad sets, but one of my 3 ads her 93% of the budget while the other 2 ads split the rest 7%. De other 2 ads aren't performing bad. Why is that? The ad set is 7 days old :)
Definitely different data from what I've found, as I've tested retargeting all users (180 days) and retargeting recent users (21 days) - and get cheaper CAC from the latter by almost 3 times.
Reproducible when tested on other channels like email.
My vertical is e-commerce (online grocery).
Thanks for all the help Ben, ive now watched atleast 30-40 of your videos and they have helped me a lot more than the paid courses that I had taken on udemy. Really appreciate all your help and effort :)
Great to hear!
You should get Ben‘s course! It‘s really condensed value
Thanks for the video! Loved it very much!
You're the best! Pure gold with your videos
Glad you like them!
Thank you much for the great tutorials Ben, this is really a high quality value content guys. Much Love
Glad you like them!
I think You are one of the best when it comes to fb ads thanks a lot I have learned a lot from you if you are selling an advanced course where I can learn more than what is shared in your TH-cam videos please give me the link ,because your consulting servicd is very expensive for me I am building an ecommerce store and definitely would benefit from your knowledge , before I finish this comment I would like to ask also about the power 5 strategy which is about just starting broad and led Facebook Artificial Intelligence figure out which works better thats to ..
1.Turn on Campaign Budget Optimization
2.Auto Advanced Matching
3.Use Dynamic Ad Creative
4.Automatic Placement
5.Account Simplification
Thanks Alot
M.Amin
Point #7 Super interesting, Didn't think about it before ! Will give it a try
Go for it :)
@@BenHeath Wont Facebook allocate too much of my CBO budget to the retargeting adset seeing that it's performing better than the cold audiences?
absolutely incredible video on remarketing bro
Glad you think so!
When do you use different ad sets and campaigns? Traditional thought was to keep cold and warm audiences separate to ensure Facebook adequately prospected. The video runs counter to that. I’m intrigued.
I use different campaigns when I'm advertising different offers or product ranges. For the most part I'm going to stick to the one campaign.
@@BenHeath so for our retail brand we might have different categories e.g. wedding, babies, women, men etc. Would you break up all of those categories into Different campaigns or advertise them through the main campaign as an ad in the ad sets? thanks!
Which Campaign objective do you recommend for an audience size of 2,000? Traffic or Conversions? Because surely Conversions would only show the ad to a small portion of the audience who are likely to convert…whereas Traffic will serve the ads to the full 2,000 audience
As always great content Ben. Big thank!
Glad you enjoyed it!
Loved It.. Superb Helpful !! Thank you Ben !! :)
Glad you liked it!
I have a quick question, when retargeting people who visited your site vs those who added to card, and initiated checkout. Would you recommend retargeting people from the last 2 categories with a light discount and the people who visited your site with a steeper discount to stimulate a sale?
Another comprehensive and succinct lesson, tks Ben😊
My pleasure!
Stellar content as always! Curiously, for small, product specific, retargeting audiences (100 to 200 uniques per product/per day) - would using a Conversions campaign not induce high frequency (and quick ad fatigue unless ads and offers are updated weekly)? Is it still appropriate to use Conversions in cases where 50 conversions per campaign is not realistic? In some cases, combining retargeting audiences to form a larger one (which I know is the general recommendation) may not be appropriate due to the differening niches targeted for each product. In cases like this, would Reach or traffic be more appropriate? I know the answer is ultimately determined with testing (and producing a Catalog), but could you elabortate on Coversions vs Traffic or Reach for very small granular audiences? I have literally spent the past few days debating this in my head pertaining to our own product-specific retargeting campaigns - glad you produced this video. Amazing, amazing content flows on your channel.
Hi Ben, this helped so much. Thank you!!
You're very welcome!
Thank you for your content ! So much value in it :)
Glad you think so!
God bless you ben . Been a follower for a while now
Thanks Fredi :)
Very solid tips. Thank you.
Glad it was helpful!
Can you do video ads video for musicians?
Thank you for the amazing videos Ben! I have a quick question - when retargeting to the warm audience what would be the best convention option for an e - commerce site? I have tried using add to cart and purchase (pixel info) but the results were poor. Would you recommend moving to the top funnel (website view content) and sticking with it? Thank you again!
Could have easily paid for this..thanks so much man!
Just one question. What is the minimum audience size before which you should not run retargeting ads and does adding a lookalike audience to increase the audience size work well?
Or should retargeting be only involve the actual audience no matter how small.
The reason I ask this is because with a small audience my cpc goes through the roof sometimes.
Any solution for that or do i just need a bigger retargeting audience?
Great material!
Thanks a lot.
Thank you so much Ben, especially loved the advice on CBO retargeting. On your point about not making customers feel " creeped", what are your thoughts on dynamic ads? Appreciate your help, thank you 🙏
You are very welcome Eliza :)
I think dynamic retargeting is fine. Recognition of certain products is very useful - just keep the copy generic. Don't go with - 'you forgot to complete your checkout'
@@BenHeath Thank you so much for your advice Ben, greatly appreciated!
Great information. In point 6 you talk about having your customer list, website followers and email list in the same adset to make the audience as big as possible. Do you have a video that shows how to target multiple audiences in the same adset or did you mean having adsets for each in the same campaign?
Thank you.
Don't overthink it, just add them into one ad set.
@@BenHeath How much stock should I put into facebook saying that I need to remove the audiences and use optimization events instead?
Some people say to provide value first in the cold audience ads and for retargeting a more direct massage. What do you think? Why everyone says something different, it is very confusing.
I think that's outdated advice for ecommerce. For service providers, that is often the way to go.
Hi Ben, thanks for the video! Regarding retargeting campaigns will there not be an issue on the ad copy if you just select 'All website visitors'? I'm thinking of this because we are planning to separate the retargeting audiences in three categories: Cold (video viewers), Warm (website visitors for the bottom 20%), and Hot (website visitors and viewcontent, addtocart, initiatecheckout)
Thanks!
Hi Ben! Thank you for your quality video again! A quick question please; can 2 different campaigns learn data from each other?
Yes they can provided they are within the same ad account :)
@@BenHeath Thank you!
Brother, I am retargeting my audience with a dynamic catalog sale but set up as an adset Within a campaign that has a purchase objective.
Should I make my retargeting a seperate campaign with a catalog sales objective, or is my current set up fine?
No I think that set up works fine :)
@@BenHeath Thanks for the reply and for the vid
Great video Ben! Curious, who are your favorite digital marketing content producers you like to follow?
Thanks Evan. Jon Loomer is great for Facebook Ads. Ryan Deiss from digital marketer is a great one for strategic level stuff.
Great tips, thanks Ben! Only "problem" I could see in including the retargeting adset in the CBO campaign: if you frequently change the ads/offers, your whole CBO campaign is going to be paused for review too often. Have you experienced that and how do you deal with it? Thanks!
You are very welcome.
That's not a problem if you plan ahead. Just get your next batch of ads approved a few days before they need to go live.
@@BenHeath One more great advice, thanks Ben! 🙏🏼
Hi Ben. Do you have a video where you talk about what you mean by a "CBO campaign"? I tend to separate my campaigns based on the funnel (Prospecting, Retargeting, Cart Abandonment etc), so interested to hear how you do it differently using CBO.
Hi Sam, I think this will help: th-cam.com/video/TBSuxR_Qa90/w-d-xo.html
Thanks for the video! I have a question nobody could give me an answer to. I have made an adset with a purchase objective, I target 2 million people with a $5 budget per day, on the 3rd day after spending $15 my frequency is already at 1.4, my first time impression share on the 3rd day is at around 50% even though I have reached only 0.07% of my audience. Why does it happen? Thank you.
@Ben Heath thank you for all the informative videos! I have a doubt here when u said
" you might set up a retargeting campaign with 10,000 people in ur warm audience today and in three months time you might have 40,000 in there and you need be adjusting "
" But if you include in just CBO campaign FB will update and adjust automatically"
My question - for every retargeting audience we need to add or create the audience manually, right? How Facebook will update and adjust the audience automatically. Please help :)
Good question. Any custom audience that is created based on Pixel data does not need to be updated manually - that will happen automatically. Only uploaded lists and external data sources need to be updated manually.
@@BenHeath thank you makes sense!! :D
Hi Ben. I have a question regarding manually updating FB custom audiences. So, if I wanted to lets say add new customers to the list every day, would I add whatever data I have not worrying about data duplication, or would I have to precisely segment my data to only add the new records to the audience?
Hey Ben,
how can we create custom audience from people that added specific product to their add to cart in general store?
Choose the event add to cart and paste the URL of product page or there is another way?
That way would work best :)
This is very helpful. Ben quick question if my initial campaign isn’t CBO and I want to run a retargeting ad set within the campaign, is it okay to edit that same campaign to CBO before retargeting or will that cause a bad impact on the campaign?
Yes you can do that - you'll probably see an iprovement in results.
Sir, you said, people who watched a video for 20 seconds aren't that good for retargeting. What if I have 1000 views who watched 50 or 80 seconds of a video?
Would you also not recommend to use reach campaigns for a really hot audience.? Also not for existing costumers which you want to inform about special offers? Especially on days like Black Friday?
I understand the logic of doing so - but in reality we see better results with conversions - even in the scenario you described. You can always test both and confirm.
Hi Ben, Thank you. About point 7. Are you suggesting to have cold/TOFU ads set and warm/BOFU ads set on the same main CBO campaign ?
Yes :)
Hi Ben,
I really liked the idea of the omnipresence campaign for remarketing so I’m in the process of creating my ads, however I’m now wondering if I should
change the reach objective to conversions (as that’s what we want) but with the same structure? Many thanks.
Hi Karen, with omnipresence you want to use reach. Not all the ads are designed to end with a specific outcome and those wouldn't get any love with the conversions objective.
@@BenHeath thank you! The long term strategy does sit really well for us, as we are looking for foster carers which is definitely a lengthy decision making process!
Always Super helpful Ben... With the beauty of lookalike audiences, one has a TON of people to target cold audiences, but retargeting is my issue because the ads don't get shown to people it seems. Mine is nitched where where I would retarget the top 25% visitors, people who has signed up and cold audience who has visited the a promote page or watched 25% of the video, which is a good 20k people, Should I make my retartarging audience as big as possible ensuring it gets shown to some of my recent visitors? Should I do 180 visitors - Top 25% instead? Should I just regarted ALL visitors to ensure I have atleast 200k + people? I know you always preach about Big audiences :) :) :)...
Whenever I log into Business Manager fb I only get the option of Automatic Ads Campaign not the same settings you have so I cannot set Conversion Events, What am I doing wrong? I'm using a android tablet.
On a brand new campaign on a website with no website visitors, when do you add the retargeting adset to your CBO? Straight from the start? Or do you wait to add this retargeting adset until after the first week has passed?
I'd start with it - Facebook won't put any budget into it until your audiences start to build.
Hi, Ben what happens to your social media followers then? Do they become redundant?
Given that FB and Instagram only shows your posts to a tiny proportion of followers what's the strategy for those people as they could become customers tomorrow
They are good for appearances sake and IG still has some organic reach. But they are not as valuable as they used to be that's for sure.
I planned to do FB retargeting . But the traffic source is youtube ads. Some people say youtube lead is cheaper.
You could retarget on both.
@@BenHeath it's about budget constraint Ben. 😂. This month i'll try seasoning pixel with youtube ads ---> retarget with facebook.
Next month, it would be seasoning with fb ads --> retarget with youtube ads. (Probably retarget with both, if the above method works)
How do you set a conversion retargetting ad by adding a new adset if the objective is not already conversion
You set retargeting in the custom audiences section - it's who you target, not the objective. As you say, that would already be conversions if part of a major CBO.
Thank god this guy is alive otherwise I will be dead 😭
Haha :)
Ben if I’m running the omnipresent campaign do I need to still retarget?
Well I would usually be targeting warm audiences within an omnipresent content campaign, so provided you are, then no.
Plz Ben,,,make one class about how can recover disable ad account.
I already have :)
You can find it on my channel :)
Hi Ben,
When it comes to Ads Manager currency can it be on the currency wherever your based in to make it easier? I’m based in Australia so can it be on AUD? Or does it have to be in USD if I decide to target worldwide? I’ll be billed in AUD anyways so assuming it’s ok
It can be whatever you want it to be :) I would usually recommend the currency your business primarily operates in as that will mean more to you.
Hi Ben. Kindly advise. Suppose I had a small budget of about $100 and wanted to launch an ad on facebook with a new pixel.
would it be wise to stack multiple interest lest say 3-5 interests in a conversions campaign that categorises my target audience and also narrows down my audience size?
And once I make a couple of sales duplicate the ad 5 times and split each interest within each duplicate?
No I'd use one interest option per ad set :)
Otherwise yes that's right.
Time Stamps Ben, Please!!!!!!
i know a person who used to retarget people .... he was hit by a bus .... :(
Hi Ben, you said that reach objective was the best for retargeting in one of your article from social media examiner and now you says to use conversions ? What should i use finally ?
But still a great video !
Thanks - it depends what kind of business you have and what your objective is. Most businesses want to use the conversions objective BUT if you are using the omnipresence content strategy (which applies to certain types of businesses) then you want to use reach. I hope that makes sense.
@@BenHeath my business is a e-commerce store where i sell high tickets watches ( 100-150$), i used your reach strategy with 14 ad sets and ads to establish brand authority but i don’t know now if i’m gonna make sales
Hello Ben, do you recommend put everyone on 180? That includes the people on the 24 or should put it on there adset?
Yes basically I do - it does include everyone within that timeframe (that the Pixel can identify and track)
@@BenHeath Thanks
@@BenHeath one last question, the audiences is dynamic, I mean if I create a 30 days visitor today is still growing day by day taking each next day as the last 30?
Hi Ben, why should ad fatigue be an issue for retargeting campaigns as say I set my campaign to retarget to website visitors in the last 30 days, shouldn't my ads be continuously be shown to new people entering and leaving my retargeting campaign? Could I set a very small budget to combat ad fatigue? Say £2.50 as I'm a small business?
Yes your audience will be changing all the time. But you still don't want someone to see the same ad 50 times within those 30 days. A small budget will work, what that is depends on your retargeting audience size.
@@BenHeath Many thanks Ben
but how will we know who didn't finish the purchase if the pixel won't work the same anymore?
Hi Yasmine, we're still going to be able to see who purchases and who doesn't for the most part. I have a video explaining that coming out tomorrow.
Is the retargetting campaign one of the six ad sets or can it be a 'seventh' ad set as it is targeting customers that have already had some sort of action with you?
Hi Graham, I'd usually actually limit ad sets to 5 live at any one time. One of them would be my retargeting ad set.
@@BenHeath thank you
is that 3k towards ads and you take a percentage of the 3k or is it 3k royalty a month plus Ad Spend to work with you?
3k total including our fee :)
wow so good i am
Hi, whenever I have CBO facebook warns about having too much different of an audience size could cause complications on the ad spent... This could means mi warm audience to not see the ads... How can I overcome this?
That just never happens in reality. Facebook knows your warm audience contains your best prospects and is certainly going to advertise to them. I wouldn't worry about it.
@@BenHeath super cool to know this... Thnaks =)
I did not understand Point 6. You target 1) previous customers, 2) website visitors (180d), and 3) your email list. Why spending money on FB ads if you can retarget your customers with your email - list?
Because only a small fraction of your email list will open your emails and click on what you want them to. And reaching people more often is never a bad thing. Average interactions with ads before purchase is in the 16 range now.
@@BenHeath Thanks a lot for the clarification
Do you see better results with catalog sales (dynamic) or conversions campaign for retargeting?
Results are usually fairly comparable. But they can differ between businesses so it's worth testing both.
@@BenHeath Can you make a video about dynamic catalog ads for broad audiences? I'm seeing great results with this strategy.
Hi Ben! Online ecomm streetwear brand here. Wondering if i wanted to retarget audiences who interacted with my instagram content, are all the steps the same? Thanks!!
Yep :) You just need to create a custom audience from those people.
What do you do if you get a decent conversion rate (4-5%) with cold traffic but your retargeting campaign literally never gets sales?
I'd take a good look at your setup - that doesn't sound right to me so there may be an issue with the audience.
Dropshipping is too saturated. Not for you...
@@BetterSmartTech0813 What does that have to do with my comment?
@@starfox300 I've had similar experiences doing retargeting. It just don't convert. Either because they just don't want your products or have better choices in mind.
@@BetterSmartTech0813 Then why do they buy it as cold traffic but not as warm?
My friend, you talk to much, why not show people how to set it up?
I have lots of videos with step by step tutorials. I can get through more faster if I don't demonstrate everything each time.
Thanks for the video! Loved it very much!
Glad you enjoyed it :)
When do you use different ad sets and campaigns? Traditional thought was to keep cold and warm audiences separate to ensure Facebook adequately prospected. The video runs counter to that. I’m intrigued.
Yes I was thinking the same thing. I usually run my retargeting campaign as an individual campaign