TLDR: Maximize Facebook ad retargeting using large custom audiences, broad targeting, and avoiding exclusions to enhance conversion rates. Key terms: custom audiences, Facebook ads, retargeting strategy.
This article is a summary of a You Tube video “The ONLY Facebook Ads Retargeting Strategy You Need” by Ben Heath
Key Takeaways:
- Use Custom Audiences: The strategy emphasizes using custom audiences including website visitors, email list members, video viewers, and social media engagers to create large retargeting pools.
- Focus on Large Retargeting Audiences: Larger audiences are preferred as they provide Meta with more data points to identify potential customers who have engaged with your brand in the past but may not be frequent visitors.
- Avoid Narrow Targeting: Keeping targeting criteria broad (e.g., age, gender, location) allows Meta to optimally utilize its data to reach potential customers.
- Advantage Plus Audience vs. Original Audience: The speaker suggests using Advantage Plus for more flexibility, allowing Meta to target beyond the specified audiences if it predicts better outcomes.
- Avoid Exclusions in Retargeting: Excluding certain audiences (e.g., past purchasers) is generally discouraged as they might still offer value through repeat purchases or referrals.
- Utilize All Available Customer Interactions: Incorporate interactions from various platforms (Facebook, Instagram) and formats (video, lead forms) to ensure comprehensive coverage.
- Leverage Long Duration for Audience Engagement: Utilizing the maximum allowed time frames (180 days for website visitors, 365 days for video viewers and social engagers) to maintain a large retargeting base.
- Meta’s Role in Audience Selection: Meta’s algorithms prioritize recent interactions but also consider older engagements, making larger audience strategies effective.
- Retargeting vs. New Audiences: The strategy involves balancing retargeting with reaching new potential customers, as Meta’s tools can also help identify and target similar new audiences.
- Continuous Learning and Updates: Keeping up-to-date with Facebook’s advertising updates and strategies is crucial, as demonstrated by the mention of a mentorship program for ongoing learning.
