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#85 New Facebook Remarketing Suggestions

#85 New Facebook Remarketing Suggestions

Have you noticed some performance degradation with your Facebook remarketing campaigns? You're not alone.  Ever since iOS14, remarketing audiences have been getting smaller and, therefore, less effective. In this episode, I'll go through the exact build of a remarketing ad set you should consider using for the best possible results. Hint: bigger is better!

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TRANSCRIPT

With that said, today we're going to talk about Facebook remarketing, post operating system 14. Now things have changed a bunch over the last six months. In ads, we've gone over this several times on the podcast. But the biggest thing in my opinion, that has just gotten stabbed to death is the remarketing. Remarketing costs seem to be going up and they're not as effective. Before all these changes came into fruition, used to be able to target website visitors, add-to-carts, initiate checkout, whatever it was for 30 days. Think about it. Somebody is in the car or wherever they're at, on the couch, they come across your product, they're interested, but they're not ready to pull the trigger in that moment or even that week. Now post that seven-day period of time, you can't remarket to them anymore in most cases. If they're on Apple and they've opted out of tracking, they're not going to be on any of your lists anymore using your Pixel. The max is seven days. It used to be 30.

Where does that really hurt? Now, if you're a product that is lower priced, you might be able to still get away with that because you can get more impulse purchases right away, or somebody might decide to make that purchase within that seven-day period of time. But if you have a high-value product that's hundred dollars, more than a hundred dollars, you might have a tough time getting that remarketing to work and optimize correctly with the short period of time of remarketing that you have to work with. Thanks to Apple. How do we fix this? How can we still utilize one of the most important and effective ways of digital marketing that is retargeting or remarketing? Depends where you come from, you might call it one of those two things.

Luckily what I've discovered, and many other people have discovered, I'm not the one that discovered it first. There is a way that you can still get good traction from remarketing. I've been trying this out the last couple of weeks. I feel comfortable now enough to share with you so that maybe you can try it in your accounts. The big thing with Facebook now and Facebook advertising is that you need to focus more on big audiences, these super fine-tuned, detailed down to targeting audiences, especially in remarketing are not going to work anymore. If you're remarketing to people with the Pixel, like I said, your max in terms to visit is seven days right now. If you're remarketing last visitors seven days and male-only, and only 22 to 24 and live in Corpus Christi, Texas, or something like that, you're getting that down detailed.

You're not going to get the results that you're seeking. It's not going to work anymore because the audience lists in that are going to be shrunken down so far down because people have opted out of tracking on Apple. I don't have any figures. I don't know if there are any percentage figures for people that have opted out or not. I don't know. That's something interesting I need to look into, but the super small remarketing audiences, super fine-tuned ones, they aren't working anymore. How can we expand on that? Well, here's what you're going to want to do. Number one, stop focusing on just people that have added to cart or initiate checkout and that have done one of those higher-value action items, events. That's not going to be enough anymore. You're going to want to go full back out and go all visitors and choose the audience and make an audience for all visitors for 180 days, which is the max.

Yes, I know Apple is only going to allow their people that have opted out on that list for just about seven days. But remember, there's still people on Android. There's a lot of people in Android that do not fall into this category. You want to include them as much as possible. If you go full 180 days all website visitors, just anybody that's visited your website at all, that is one part of that ad set. All these audiences that I'm going to list off here, this is all just one remarketing ad set. If you would have done this, maybe even last year or two years ago especially, people would have called you crazy. People would have said, you don't know what you're doing at all in Facebook advertising. Well, this is a different time period. We have to take a different approach.

We need to touch everybody that has any sort of interest, even if it was just clicking through and just interested in a picture, whatever it was, we need to retarget them. All visitors, 180 days. Next, you're going to want to have audiences that are able to get around that Pixel data. Visitors, add-to-carts, purchases, checkouts, those are all Pixel-related events. Those are all things that are affected by Apple's new policy. What's not affected is actions that take place within Facebook's atmosphere. Think about it. When you run ads on Facebook and Instagram, those ads are being technically run from your Facebook or Instagram accounts. That's why it says your company name on those accounts on those ads whenever you run them.

Anybody that interacts with your profiles, interacts with your ads, clicks them, shares them, likes them, comments them, or on anything in your organic feeds, that's called engagement. You're going to want to create an audience of anybody that's engaged with your Facebook page for the last 365 days. Yes, that big. Anybody that's engaged with your Facebook page in the last 365 days. You're also going to want to create an audience of anybody that's engaged with your Instagram for the last 365 days. Throw that into the included audiences for this remarketing ad set. We'll call it the max remarketing ad set. We're not done there. There's still more to do. Additionally, if you post videos on Facebook or Instagram, and especially if you're running video ads on Facebook and Instagram, you're going to want to create another audience of people that have watched your videos. I recommend at least 50% of those videos.

You're going to want to create an audience of that. You're going to want to throw that into the mix. What do we have right now on this max remarketing audience? We have all visitors 180 days. We have Facebook engagers 365 days, Instagram engagers 365 days. Are we done, Orlando? Are we done? We have one more. If you're using Klaviyo, and I recommend you do as your email client, especially if you're on Shopify. I don't get paid by Klaviyo at all. But if you're on Klaviyo, you should have your direct integration setup from Klaviyo to Facebook. What that's going to allow you to do is that's going to allow you to make different flows in Klaviyo in different lists, in different segments, and you're going to be able to integrate those directly to Facebook audiences so that way you can use those audiences. They're very powerful. They're very, very powerful. You're going to want to have an audience that's integrated from Klaviyo.

If you're using another email client, you might be able to figure this out, but I do recommend just doing it integrated with Klaviyo, an audience of all people on your email list. You add that all together. You got Klaviyo your entire email list. You've got all visitors 180 days. You've got Facebook and Instagram engagement 365 days. Then you're going to have one exclude, and that is purchasers in the last 30 days. Great. Now that you have this setup, you have this max remarketing audience that you're now going to be able to run as a campaign. Now you might need to spend a little bit higher budget than you would on a normal remarketing campaign, but this is about as good as you're going to get to make sure that you continue to touch people that have shown interest in your brand and your products.

You may not be able to get that same super-low remarketing cost per purchase that you used to maybe about a year ago, but you're likely to get better results this way with this larger audience than you would before. Yes, it is super broad. Yes, it is jam-packed with things where before we were taught you only want to go after the higher value people, people that have added to cart and initiated checkout, all those things. But like I said, we live in a different world and you're going to have to expand your audiences, whether it be in prospecting or in remarketing. For remarketing, this should get you in a good position. If you get a lot of traffic and you get a lot of sales, this approach, I do kind of recommend going towards it. You could define it a little bit more, but if you're somebody that's not getting a thousand visitors a day, you're especially going to need to really expand it.

But if you're getting multiple thousands of visitors a day, you can define it a little bit more if you want but I do recommend you go the full board, the full thing here, the max remarketing audience that I'm talking about here. Sometimes I might've even said and others might've say as well is, well, maybe I should optimize for higher funnel like add-to-cart or traffic landing page views for the remarketing. Right now I'm on the boat of optimizing for the event you want for this particular campaign and audience, which is if you want purchasers, optimize for that, if you want leads, optimize for that. I know that might be different from things I've said in the past, but this is ever-evolving. There's never going to be just one set way and that sticks that way. That's why people that run ads are so valuable because they're learning as they go. They're changing things. They're not standing on a hill to die on.

They read the data and they change when needed. That's how you survive. That's how you continue to grow. Try new things and see if you can always get better. That's the game. That's the game overall, just to get better, get more return from our ad spends. Quick recap for your remarketing audience, if you didn't get that already. Hopefully, you have a pen and paper. One more time. Here we go. One campaign optimized for your conversion event, which is either be purchases or leads. One ad set with targeting all visitors 180 days. Facebook page engagers, 365 days. Instagram page engagers, 365 days. Then if you have Klaviyo integration, everybody on your email list. Then you exclude purchases 30 days or leads 180 days, whatever it is you're optimizing for. That's the max remarketing audience. Awesome. That's it for today. Just a quick one to share with you what I'm currently doing with remarketing.

That's it, guys. Great to be back. Hope to continue to do more. As always, we will see you next time.

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