• Retargeting is actually quite easy to set up, but the main thing that you have to do in the very beginning is set up the correct audiences so that you can retarget them with whatever messaging you want to put in front of them. 

• Whether you're promoting a book, a course, a coaching program, it doesn't matter. You have to make sure that you're retargeting different people with different messaging. 

• You want to be able to create audiences that are specific to either the content, engagement, or the viewership of your content/offers. 

• In the top left of your ads account, go to your "audiences" section. We need to create some custom audiences pertaining to video views, page engagement, registrations, leads, and even visitors of people to your site.

• So the first audience I always recommend creating is your email audience. So in the create audience section here, click on custom and you'll be giving all these different options of what you need to put together in order to create your audiences specific for retargeting. 

• So customer list here, as you could see, if you have something like an ecom store, you can load it with a lifetime value. If you don't have one, most people don't, you would select the doesn't include LTV and you'd simply select directly from customers. And you'd load your file. 

• Uh, as you know, let's just say subscriber list, master list buyer's list, whatever it is you want to call it. And this is the list you're going to use in order to retarget your people on your email list. Now, if you have buyers and email subscribers, highly suggest you have two different lists, one for subscribers, one for buyers.

• Now let's say you want to create the video viewers. This is based upon the people who've watched your content. What I like to do is literally create one of each of these, right? So a three second, ten second, 25, 50, 75, and 90. When you select your three second, you have to go one by one by one, until you select all the content you want to create views from.

• And the reason for doing this is because I could actually not only retarget people at different levels of viewership, but then I can also create lookalike audiences from these audiences too. If I wanted to expand further, and this is not relating to retargeting, but if I want to expand further select the audience, create, lookalike and I can create a lookalike based upon this audience. 

• Another audience you want to create is your engagement audience. So once again, you would go to Instagram business profile and Facebook page, essentially, as it's labeled, you're creating an audience based upon your Instagram and or your Facebook page.

• If you want to do people who visited your site, you'd go under website and you would do all website visitors. 

• NOTE: Tip from Matt: ONLY do "all website visitors" if you only have one domain that you'll be running traffic to through this particular ad account.  Otherwise, your custom audience won't be as targeted as it could.  Instead select "specific pages" and then add your domain with a trailing "/"at the end (e.g. https://thegreatcalling.com/).  Doing it this way will add all visitors who visit ANY page on my site, but only for this one domain, so would not include this member's area domain (members.thegreatcalling.com), which is a subdomain.

• Select 180 days mainly because that is the maximum time frame that you can grab your audiences from.

• And in this case, if you've installed pixels such as registrations, leads, or payment info, you're able to create audiences based upon that too. 

• Strategy: When retargeting, use website visitors, Facebook engagers, Instagram engagers, but exclude your email list or any audience based on leads so that you are just retargeting people who've never registered or have never become a lead whatsoever. 

• It's important to segment your retargeting (custom) audiences so that you can craft your messaging according to what actions you know someone has taken or not taken.  In this example, we have nine different ads where we are delivering different messaging to the viewer audience to see whether or not it'll get them to take the next step in registering for in this case, a masterclass.

• The point is is with all these different variations that are running, the one thing we've been able to see is which one of these ads is actually generating, not only the majority of the lead flow, but also which ones generated the applications. 

• The point of retargeting is to craft your message according to what step you'd like a particular person to see next in your funnel based on what you know they've already seen and haven't seen, or taken action on or not taken action on.

David (00:01):

Hey, everyone in this video, we're going to be discussing retargeting setup. Now retargeting is actually quite easy to set up, but the main thing that you have to do in the very beginning is set up the correct audiences so that you can retarget them with whatever messaging you want to put in front of them. Whether you're promoting a book, a course, a coaching program, it doesn't matter. You have to make sure that you're retargeting different people with different messaging. So here's the first thing we're going to do. You want to be able to create audiences that are specific to either the content or the engagement or the viewership of your content and or offers. So for example, in this account, in the top left, you want to make sure you go to your audiences section. We need to create some custom audiences pertaining to video views, page engagement, and other things that just maybe registrations leads or even visitors of people to your site.

David (00:56):

So the first audience I always recommend loading is actually your email audience. So in the create audience section here, click on custom and you'll be giving all these different options of what you need to put together in order to create your audiences specific for retargeting. So customer list here, as you could see, if you have something like an econ story, you can load it with a lifetime value. If you don't have one, most people don't, you would select the doesn't include LTV and you'd simply select directly from customers. And you'd load your file. Uh, as you know, let's just say subscriber list, master list buyer's list, whatever it is you want to call it. And this is the list you're going to use in order to retarget your people on your email list. Now, if you have buyers and email subscribers, highly suggest you have two different lists, one for subscribers, one for buyers.

David (01:49):

Now let's say you want to create the video viewers. This is based upon the people who've watched your content. What I like to do is literally create one of each of these, right? So a three second, ten second, 25, 50 75 and 95. When you select your three second, what you have to do is in this example, I'll go to my client's page. You have to select all the content that you want to create an audience from. In my case, I wanted to select all her content. So you have to physically go one by one by one, until you select all the content you want to create views from and will wind up happening is you end up creating an audience like the one here, where you have 104. I mean, in this case, 140,000 viewers of content at three seconds. And then let's say I did a 95% here, 4,300 people out of the 140 have watched her content all the way through.

David (02:43):

And the reason for doing this is because I could actually not only retarget people at different levels of viewership, but then I can also create lookalike audiences from these audiences too. If I wanted to expand further, and this is not relating to retargeting, but if I want to expand further select the audience, create, look alike and I can create a look alike based upon this audience. Now, another audience you want to create is your engagement audience. So once again, you would go to Instagram business profile and Facebook page, essentially, as it's labeled, you're creating an audience based upon your Instagram and or your Facebook page. And once again, in this example with this client, you know, 25,000 people have engaged with her Facebook page in 3,500 with her Instagram. So I'm able to retarget those people as well. So you get the hint. Basically what you're doing is you're creating every step, uh, re engagers viewers.

David (03:35):

If you want to do people who visited your site, you'd go under website and you would do all website visitors. And I like to select 180 days mainly because that is the maximum timeframe that you can grab your audiences from. And in this case, if you've installed pixels such as registrations or leads or payment info, you're able to create audiences based upon that too. And so you'll be able to create all these audiences, as you could see here, which now leads us into the retargeting setup. So it's very easy to do once your audiences are put together, because as you'll see here, as an example with this client, we were specifically working on retargeting her engagers in her video viewers, because those were the ones who are integrating with her business the most. Now, even though this is Facebook, it's actually more than one audience.

David (04:27):

So we're going after web though, viewers, her Facebook engagers and her Instagram engagers, but we're excluding her email list and anyone who's registered for her promotion, this is basically just retargeting people. Who've never registered. So they've never become a lead whatsoever. We're looking at the U S and Canada, the full age range we want to target. And we've also mixed these in with some interests because when you do that, what we're doing is we're refining the audience even further to make sure we have people who are most specific to the ones we're actually looking for and then placements as well. Now, if we remove all of these interests, the reach per day is going to be much higher. It's probably going to be closer to in the thousands because all of these audiences are rather large and we're doing the same thing with the video audience here.

David (05:15):

As you can see, it's much larger. Maybe this is only targeting the three second viewers exclude the list, a us and Canada, only with these interests tagged as well. And it's pinpointing the people we actually want to bring into this promotion. And as you can see here, uh, the leads is actually, uh, applications. So we've gotten 13 applications from retargeting, whereas we've had 185 people, uh, register through this masterclass. And this example here, which is currently off, we've had four people turn in applications and 43 people sign up for the master class. And so we're retargeting these individuals with different messaging. So for example, as you can see here, we have nine different ads where we are delivering different messaging to the viewer audience to see whether or not it'll get them to take the next step in registering for in this case, a masterclass nine different variations, right?

David (06:11):

It's different video with different copies. So as you can see, they're all different videos. They all have either one, two or the third variation of copy. And we've even had a couple of revisions and control variations. But the point is is with all these different variations that are running. The one thing we've been able to see is which one of these ads is actually generated not only the majority of the lead flow, but also which ones generated the applications. And all we had to do was take those audiences we created when we're putting together our campaign and then plug it into the ad set set up here, which I mentioned before, includes the video audience and the location. And we're excluding people. Who've already been through her promotion. So very easy to put together. If you watch the basic ad set of video, you'll see that this is basically set up exactly as you would any other ad.

David (07:04):

And so you got the first make sure to put together your audiences and then simply follow along the ad setup process to target those people, with whatever messaging you want to put in front of them, whether it's to bring them into your funnel, or in some cases you can even have them take the last step in your funnel. Meaning as an example, this campaign is specific to retargeting people, to book a call. And so we're only targeting in this case, the leads and in our funnel here, we make sure that all the leads are being targeted, because these are people who are either pixeling as complete registration, or they're on the customer list or email, excuse me. And we are making sure to exclude anyone. Who's become a, a, a call booking in the past or they've already bought. And so once again, we're only targeting this specific event and the email list.

David (07:55):

And because of that, once again, different ads, right? So now we have, these are all testimonial ads for the most part. And the great part about just putting in the testimonials is we could see how many people were already leads. How many people have clicked through. We're not trying to get a cheap click through here at all. What we're actually trying to do is see whether or not the people who click on these ads are going to finish their application. Cause that's all it's doing. We're sending people to an application page directly to see if they'll click through. So our main objective here is to just get clicks. It's not to fire off registrations or leads because it's a different page. It's strictly an application. Once it's submitted, then they go through the process that they're supposed to in order to be tracked as a call booking. But this promotion is all based upon the complete registration, which I mentioned in the beginning is based on people who've become leads. And then we're trying to take them through the process of becoming an application. Once again, all set up under custom audiences. So it's very easy to put together your retargeting when skin it's all about building your audiences. And then following along the process of your basic ads setup as mentioned in the first video, and that's how you set up retargeting.