The Best Retargeting Facebook Ads Strategy 2021
Deciding to advertise on Facebook can be very nerve racking and costly if not executed properly. It’s a gamble even with best plans, so we want to put your mind at ease and show you how to get the most of your ads without losing a ton of time and money. We’re going to show you a retargeting strategy that will get you access to your precise audience for pennies a view. We want to help you steward your money, while also making money in a way that doesn’t take too much of your time away.
As the world adjusted to a new normal during the pandemic, many realtors did a home tour, took some pictures, and posted it to their social media accounts where it got likes for a while, but slowly fizzled out. However, one of our local realtor’s had a great idea of making HGTV style videos to sell houses during the pandemic, and used them as Facebook ads. We partnered up with Brent Silberbaur to help him use those innovative ads, and retarget his client based and use data, to drive more business without investing a lot of money up front again.
Video Views Retargeting Strategy.
In this strategy we help you steward your money because it can be pricey to start using Facebook ads, but we are going to target a specific group that will ultimately only cost pennies a view. We’re focusing on people who watch 50% or more of the initial ad. We live in 2021 and the world has a very short attention span, so if they watch 45seconds-1min of your video you’re doing pretty good.
Once we find this group we can bring in a second, third, fourth video and keep targeting down (depending on the ad or service you are offering) or you can take those who watched the 50% and send them a Call to Action video. This weeds out the people who aren’t interested in what you’re selling, and allows you to find that core interest group so that when they see that Call to Action they are ready to click and go. This is a really great technique for launching a product as well.
The best part of this strategy is you aren’t having to reinvest in 5,000 people who may or may not care about your ad. You’re just changing the parameters around your new audience of that 500 or so, that watched at least half of your ad, and investing on data of how to best reach them.
How to Set Up an Ad
- First things first go to facebook.com/adsmanager -OR- business.facebook.com/adsmanager
- If you haven’t made a business manager account, go ahead and just jump on in. It makes things much easier to manage under one business account rather than trying to juggle with your personal account.
- Click the green create button on the left tab.
- – Continue > video views (There are several other options that might also be things or target groups we’re aiming for, but in this strategy we only want viewer data.)
- Name Campaign
- – Especially if you’re running multiple ads at a time, this will organize them for you.
- Campaign Level
- – Typically choose “Campaign budget optimization”
- – > set budget (you have to find that “just right” spot here. If you set the budget too low, you’ll only have a small reach. However if you go too big like $1,000, Facebook will burn through it. We say that a $20-$100 budget is most realistic based on the product/service you’re offering.
- Ad set
- – Here you get to group ads together as a set. Be sure to be specific with the name to help you stay organized. For instance in Brent’s case, he made an ad set that we titled “24-65 years broad ads” so now he knows this folder has the ads for a specific audience all together whenever he’s ready to make that initial push.
- Here you get to see the radius of your ads reach, You can set it from as small as zip code and town, all the way up to state or nationwide. Knowing your target audience is crucial for this step. Since we’re helping out Brent with his realtor ad, we want to set this specific ad for our town. This will also show up for people who have been through our town or stayed and had their location marked there.
- Watch the number near your radius. That number is the potential number of views you could have, so you may want to adjust it a bit, but don’t go so far that you’re forgetting your audience. A great local goal would be around 130,000 views. A national ad would need to aim for 150,000-1,000,000 views.
- Click “Automatic Placement”
- Choosing this option is ultimately going to save you money because Facebook takes control of distribution for you.
- Upload video to Ad Set you created earlier
- Click to add video to Facebook and Instagram pages.
- Even if you don’t have an Instagram account you can still have your ad posted there.
- Upload video
There’s a few other steps we need to take care of but we can actually do this while the video is uploading instead of staring at the screen and waiting.
- Primary Text
- This step is very important! This is what people are going to see as they’re scrolling so make sure that it conveys a curiosity building headline targeted to your audience, but stay truthful! Do not be that clickbaity “See how/why thousands of people did…” no one ever clicks on them because they assume it’s a virus or something.
- For Brent’s ad we used “See why _____ is buzzing about a new local reality show” This not false advertisement because he did in fact film these ads to look like an HGTV reality show. Notice that we also mentioned the fact it was local twice. (Name of town in blank space, and used the word local. This is really eye catching for our local audience)
- This is more of a caption that shows up under your video. Use the same text from your primary text in this spot, so save time and reinforce your point.
- Change option “Click to learn more” to “Click to watch more”
- Check Placement
- This will see if your video meets the community guidelines and criteria for other platforms like Instagram. For instance if your video is 3mins long, it won’t fit that Instagram guideline of videos needing to be less than one to two minutes.
- You are welcome to tweak your video and adjust to fit these extra guidelines if needed. For Brent’s ad we chose not to mess with the length so it would still have that reality show feel
- Edit video and check thumbnail
- Your thumbnail is probably the second most important part of your add after that Primary Text. Thumbnails are the scroll stoppers of Facebook. You know it’s true. Most Facebook users just scroll past tons of content and posts until something catches their eye and makes them stop for whatever reason.
- You can upload your own custom thumbnail, choose one from the video, or even let Facebook choose it. Facebook is crazy smart and knows if it’s viewers are more likely to click on a face, they’ll choose a face for that person’s thumbnail. If they are more likely to respond to the town, they’ll show a thumbnail of the city. Personally I like to choose this option and let Facebook make it happen.
- You’re finally ready to publish your initial, outreach ad.
Now that we know who is interested in what we have, and we’ve narrowed that target audience, we are going to retarget them with a second video. This step is very similar to first ad with just a few changes
- Create an audience
- To get to this, you’ll need to click on either the 9 dots, or 3 lines in the left hand corner, depending on which system you’re using.
- From there you are going to create a “custom audience” (Your first video will be the source people who watched 50% or more.)
- Select the video you want to track (initial ad)
- Set window for retarget to 7 days
- We want to set this for only 7 days so that it keeps it warm and fresh for the viewer.
- Name your audience
- Be super specific in your naming so you don’t forget or get confused when you want to come back to it. For Bret’s retargeting video, we titled it “50% or more views video 1 (7 day window)
- Campaign budget optimization
- We want to leave it on this setting so we can really focus our money here in this group, and this setting keeps Facebook from spending the whole budget each day. It only charges for those people who watch the 50% or more in that 7 day time frame. We set this price at $15 per day
- Create custom audience (just like before)
- Name set
- Use the same as your second video to keep organized)
- Scroll to Frequency Cap
- This is a little hidden gem at the end of the ad creation list, but it’ll be very important to our campaign.
- > edit
- 2 impressions for a 7 day time frame. We’re going to be sending them this video at least 2 or 3 times during that seven days. This way if they miss it once, they can catch it again, or take it as a sign they’ve seen it so often and click.
Call to Action
Now that you have your exact group of people who are invested, are attracted to your brand, and ready to support, spend, or sign up; we’re going to give them a video that explains exactly how to do that.
- Use examples and props
- If you are marketing a particular product, use that product in your video. If it’s a service, have some props that show familiarity or what you look like while working. Find your stage and sell set it well.
- Explain the point of all the videos they’ve watched and how it is helpful, or connects to your viewer.
- Call to action sentence. This could be many different things. From checkout our website, sign the petition, sign up for email, contact business office, subscribe and like, etc.)
- Go through the same steps as above in the retargeting section but change the name to Call to Action.
- Don’t tweak anything after a few hours because you’re getting antsy. Let it sit untouched for the full 7 days. If you change anything, it starts your data over from square one. After the 7 days are over if you don’t see the results you were hoping for, then you can start tweaking things.
Frequently Asked Questions
- Q: What if I want to come back to an audience that I’ve targeted once, with a new item later on?
A: You can create an unlimited amount of audiences on Facebook. You can even choose the same audience by changing your window to 365 days, 90 days, 30 etc. Once you change this it will start a whole new data set for you with the same, pretargeted audience.
- Q: What if I want to get new data and change the parameters, but I don’t want to lose the data from the original set?
A: You can actually go to any campaign you have, and make a duplicate of it. So you’ll have your original as is and the exact copy you just made. This copy is where you can play around with those parameters. This will not affect the original campaign, but will give you that new data you want.
- Q: What if I want to market to anyone who has ever seen my video?
A: You can absolutely do this! We call this making a “superview audience” and it’s really great for reinforcing your brand, or refreshing it so people say “oh yeah that dude/lady”.
- Create audience
- > this pull up the first 3 seconds of each video you’ve done.
- > Click on all videos posted
- > confirm
Follow Up with Brent 2 Weeks Later
After walking through this process with Brent, we gave him a call 2 weeks later to see how he was doing and if he had seen any growth in his traffic.
Brent shared that his views,shares, and likes on his restoring old houses page brought in over $2million in work. He had a $1million construction contract, $200,000 for a shop conversion, 40 new kitchen renovations, and hundreds of calls from people hoping he would host their home next.
That’s all in 2 weeks using ads this way!
We are so excited for Brent and now can’t wait to see you all try it out as well. Take a test drive using this targeting model, and actually letting those videos sit so Facebook can work the magic for you, and help you be on your way to financial freedom.