You’ve probably heard about how awesome Facebook Ads are… but if done wrong… they can be a big waste of time or money or BOTH!
So we asked our friend and ATOMICON 2020 speaker… Gavin Bell, who is one of the top Facebook ads guys in the GALAXY… if he wouldn’t mind showing all of you guys how best to use Facebook ads to generate leads.
Here’s what Gav had to say!
A quick and easy Facebook Retargeting Ad strategy
Facebook’s one of those things, we’ve all tried it, but a very very small amount of people are actually happy with the results that they get from it.
Every time I stand on stage I ask who’s tried Facebook Ads, all hands go up. When I ask who’s happy with the results pretty much all the hands go down.
So in this video I’m gonna show you a very quick and easy strategy for you to be able to implement in your business so you can get a consistent stream of leads coming into your business.
What are Facebook Retargeting Ads?
Have you ever been on the internet, looking at say a pair of shoes, and then had an ad follow you around the internet with that same pair of shoes?
That’s called retargeting. You are essentially, as a consumer, consuming a piece of content, like looking at a pair of shoes, and because you’ve consumed that piece of content, you’re being served a follow up ad.
The great thing is with Facebook Ads, we as business owners, and marketers, can do the exact same thing. It’s the same tactic that Amazon use, that A Source use… loads of multi-national, huge organisations use it because it generates them so much profit.
The great thing about retargeting on Facebook is the fact that we’re going out to an audience of people that have already had a touch of our brand.
The importance of a warm audience
The main reason people aren’t seeing success with their Facebook ads, is because they’re targeting audiences of people that don’t know who they are, with an ad and a message that tries to get them to do something like buy a product. And it just doesn’t work because offline and online are no different.
If somebody came up to you in the middle of the street and said, “Hey, would you like to buy my product? You get 10% off today,” you’re gonna say, “No I don’t know who you are, I don’t know you, I don’t trust you,” and it’s no different on Facebook.
Trying to sell something to a stranger is almost impossible regardless of where you do it. And so what we want to do with our advertising is target people that know who we are. This way we get much better results because these people hopefully know us and trust us.
So sometimes we’re just reminding them to come back to our website, or sometimes we’re making them aware of a product, a service, or an offer that they didn’t actually know about. And so if someone’s been on our website, we can retarget them. If someone’s watched one of our videos, we can retarget them.
So I’m gonna jump into Facebook just now and share with you all the different retargeting audiences you can create and then I’m gonna walk you through how to create a campaign retargeting people.
Here I am inside Facebook and to create our retargeting audiences, what we first need to do is create what’s called a custom audience.
A custom audience is an audience of people that already knows who we are.
When you come into your ads manager on Facebook, click on the hamburger menu in the top corner, and then go to all tools, and click on Audiences under Assets. That will bring you to a page where all of the audiences that we create in our ad campaigns are be stored.
Click on Create Audience and then Custom Audience. And what this is going to do is share all the different options that we have available to us when it comes to retargeting.
Website traffic – We can retarget the people that have visited our website.
Customer list – We can upload a list of people that have been on our newsletter, a list of customers for example, a list of leads, and we can upload those to Facebook and retarget them with ads.
App activity – If we have an app and people have used the app, we can retarget them.
Offline activity – If someone’s interacted with us, maybe in store, we can also retarget them.
Video views – If someone’s watched our videos on Facebook, we can retarget because they’ve watched a video.
Instagram business profile – If they’ve engaged with our Instagram profile we can retarget them because of that )same with Facebook page).
Lead form – If somebody’s engaged with our lead ad on Facebook or events, if someone has engaged with our event on Facebook.
Instant Experience – If someone’s engaged with our Canvas on Facebook, our collection, than we can retarget them.
So these are all the options that we have when it comes to retargeting on Facebook and all of them are just equally as powerful.
How your Facebook ads tie in with your content marketing strategy
These retargeting audiences start to make you think about your content marketing and your marketing strategy as a whole, because we go, okay, if I know that I can retarget people that have been on my website, then what I need to do is get more people onto my website, and so how can I do that?
Well maybe I start blogging. If I know that I can retarget people that have watched my videos, then I know that I need to create more videos and promote my videos better so more people watch the videos.
Instagram business profile… if I know I can retarget people that have watched my Instagram videos or engaged with my Instagram page, I know I need to create more on Instagram to build that engagement.
Customer lists, if I know that I can retarget people that are on my mailing list, I know that I need to build my list.
And I can tell you right now, these retargeting audiences will be the best performing audiences that you use on Facebook because when you come to retarget someone, they already know who you are.
Someone might be on your website, you can retarget them with a website traffic ad, and say, “Hey look, thanks for visiting my website, you might like to download my free guide.”
If someone has downloaded your free guide, then you can say, “Thanks for downloading my free guide, have you checked out my free trial to my membership yet?”
So we can tailor really specific messages to people based on where they’re at in their buying decision with us in the buying process.
An example of a custom audience
So here we are back in the custom audience section. I’m gonna pretend that we are creating a custom audience based on people that have watched my videos.
So let’s click on video here and then I can click on choose a content type and I can say people that have watched anything from three seconds, 10 seconds, all the way up to 95% of my video.
Now I’m gonna say for just as a general, 25% of people, people who have watched 25% of my video, because that to shows me that they’ve watched a little bit of the video, they’ve obviously consumed it, paid attention to it, which would say to me that perhaps they are interested in what I have to say, but they maybe got distracted and didn’t watch the whole thing.
And then I can choose the videos that I want to retarget based on, so if I come up to here and click on my name here, then you can see all the videos that I’ve posted on my page.
Now what I can do is I could select a single video and then hit confirm, or I can select multiple videos and what Facebook will do is it will look at all the people that have consumed those videos and it will create an audience of them.
So there is a few hundred each video, so this audience total might be two, 2-3000 people, and that’s 2-3000 people, that I can then retarget.
So I’ll call that video, Andrew and Pete video, and now what that’ll do as you’ll see, it will appear here, Andrew and Pete video, availability ready, that’s is an audience that I can now target when I run my Facebook Ads.
So I’m gonna come back to here and refresh this page just so it does appear. Here I am inside the ad set level when I’m creating a Facebook Ad campaign. And what we want to do to use that retargeting audience that I just created is come down where we choose the audience and under create new audience, you’ll see it says, Custom Audiences. And I want to click into that and then type in the audience that I have just created, Andrew and Pete video.
And then what I’m gonna do is I’m gonna change the location here to worldwide, because I want to target anyone, regardless of where they live in the world or where they are in the world, because they’ve watched this video. And it’s as simple as that.
Then what I do is scroll down to the bottom, hit continue and then create my ads. Whenever we’re creating an ad campaign on Facebook, we want to ask ourselves the question, who are the people that more most likely to take the action that we want them to take? And it’s always going to be the people that already know who we are, or have already shown some sort of intent to making that decision, taking that action.
So we use retargeting to take people that already know who we are and bring them deeper into our funnel, to bring them closer to taking the action that we ultimately want them to take, and that can be as little as things like retargeting people that have been on our check out page or sales page, but haven’t purchased, and just bringing them back to that page, to get them to take that action.
Create your first Facebook retargeting ads campaign
So what I want you to do, is to go away and to create your first Facebook ads retargeting campaign.
Create some custom audiences based on your videos or people that have been on your website, or upload your mailing list, and then create a campaign retargeting those people at something like $1 a day, one pound a day – a small budget because it’s a small audience, and just watch as the leads start to come through, as the engagement starts to build
I’d be more than happy to answer any questions that you have in the comments below!
Remember Gavin will be speaking at ATOMICON 2020 next year and if you’re already going, we’ve put the link below to check it out