• In this video, we talked about the best custom audiences for retargeting and which ones you need to create. I'm going to tell you to create all sorts of audiences, but that doesn't necessarily mean that you should target all of them, at least in the very beginning. There is a master campaign and a retargeting campaign. We have all sorts of audiences built out, add to carts, initiate checkouts, website, and visitors at different durations. Everything from seven days, all the way to 90 days.

• Then we have engaged audiences for Facebook and Instagram, and even people who watch content and you would see purchase data all over the place. It varies depending on the location, but that doesn't mean you should be targeting every single retargeting audience that you have, because at some cases, as you can see, it's going to vary. Sometimes getting the most recent audience is the one that performs best. Sometimes it's the people who've watched all your content that performed best. Sometimes it's just the visitors or the engagers.

•  So how do you minimize wasted spend? Well, if you look at this closely, this is the best performing campaign, 6.78 return on ad spend. And it's only targeting two audiences, Facebook engagers, Instagram engagers, and website visitors in the last 60 days. When we look at the data closely, we could see at least in this account visitors of the last 60 days and engagement audiences perform the best when it comes to overall ROAS and performance, but we still create all sorts of audiences along the way.

•  Remember at the end of the day, when you were testing every audience as we did in the master campaign, that master campaign doesn't always perform better than when you consolidate. But when we're looking at the performance, the overall performance in this specific campaign, it's visitors then engagers, but our best performer is the video viewers. But in some cases, the video viewer audience hasn't been the best.

• You're going to create every single custom audience that you can when it comes to engaging video viewers, site visitors, and of course your warm audience, then you're going to test them all against whatever it is that you're promoting. If it's a physical product, you can go directly to the sale. If it's a webinar campaign and you're trying to generate more webinar registrations, you'll go audience by audience, but you won't do initiate checkout. You won't do add to cart. You're going to focus on video viewers. You're going to focus on engagers and you're going to focus on your customer lists and then website visitors. Then once they're in the funnel, you're going to retarget add to carts and checkouts for people to buy your course or buy whatever you're offering.

• If let's say add to cart is technically your application. You would focus on that. Getting more people to the application, if it's lead gen. Well, in reality, you're going to point everybody to get on your list and your core focus is going to be generating leads. Remember, it's going to depend on what you're selling, but you're going to create every single audience and you're going to test them. Especially when it comes to e-commerce test them line by line one by one, see how they perform in generating that purchase and then consolidate into a specific campaign. We find that we get the best performance that way. So those are essentially the best custom audiences to create, which are all of your engagement audiences, your viewers, and your visitors. 

David (00:01):

Hey, everyone. Welcome back. And in this video, we were talking about the best custom audiences for retargeting and which ones you need to create. Now, I'm going to tell you to create all sorts of audiences, but that doesn't necessarily mean that you should target all of them, at least in the very beginning. So as you can see on your screen, this is what I would call a master campaign, a retargeting campaign, specifically, a bottom of funnel for a lot of people, which would be, you know, who are you going to retarget to eventually buy something from you and from where? And so this is a physical product store selling things in the health and wellness space. So consider that. But as you can see, we have all sorts of audiences built out, add to carts, initiate checkouts, website, visitors at different durations, right? Everything from seven days, all the way to 90 days, I not 180 days out.

David (00:46):

Then we have engagement audiences for Facebook and Instagram, and even people who watch content and you would see purchase data all over the place. And even the row has not bad. 3.46. And it varies depending on the location, but that doesn't mean you should be targeting every single retargeting audience that you have, because at some cases, as you can see, it's going to vary. And sometimes getting the most recent audience is the one that performs best. Sometimes it's the people who've watched all your content that performed best. Sometimes it's just the visitors or the engagers. And so how do you minimize wasted spend? Well, if you look at this closely, this is the best performing campaign, 6.78 return on ad spend. And it's only targeting two audiences, Facebook engagers, Instagram engagers, and website visitors are the last 60 days. When we look at the data closely, we could see at least in this account visitors of the last 60 days and engagement audiences perform the best when it comes to overall ROAS and performance, but we still create all sorts of audiences along the way.

David (01:47):

So for example, you could see here, we're creating video viewer audiences time spent on site engagement, audiences, add to carts, purchases, checkouts view content. Why would we create all these audiences? Because it gives us the opportunity to create lookalikes from them in order to run cold traffic campaigns. But we're still going to create them in order to retarget down the line. So in reality, when you're creating your custom audiences, okay, you're going to create every category. You're going to look at the website. You're going to create website visitors all the way to 180 days. You're going to do it based upon page views and view content. If you're an e-commerce store, initiate checkout downloads. If you're doing, let's say like a downloadable product, a purchase, a registration, you're going to do all of it. All of it. You're going to create every single one. And the same thing goes along the lines of video viewers, right?

David (02:43):

You're going to do three seconds all the way to 95% and you're gonna do it with all the videos that you've run, not just on your fan page, but your Instagram and even the video ads. And then if you take it a step further, you would go and do engages at Instagram engagers of your Facebook. If you've done lead forms, you want to create them all customer lists. For sure you want to create those. But remember at the end of the day, when you were testing each and every audience like we did in the master campaign, that master campaign doesn't always perform better than when you consolidate 3.4, six is nothing to be mad about. It's great. But when we're looking at the performance, the overall performance in this specific campaign, it's visitors then engagers, but our best performer is the video viewers. But in some cases, the video viewer audience hasn't been the best.

David (03:35):

So you're going to create every single custom audience that you can when it comes to engaging video viewers, site visitors, and then of course your warm audience, then you're going to test them all. You're going to test them all against whatever it is that you're promoting. If it's a physical product, you can go direct to sale. If it's a webinar campaign and you're trying to generate more webinar registrations, you'll go audience by audience, but you won't do initiate checkout. You won't do add to cart. You're going to focus on video viewers. You're going to focus on engagers and you're going to focus on your customer lists and then website visitors. And that's it because those are the people you want to get to go through the funnel. Then once they're in the funnel, you're going to retarget add to carts and checkouts for people to buy your course or buy whatever it is that you're going to achieve, which is essentially, let's say even an application.

David (04:23):

If let's say add to cart is technically your application. You would focus on that. Getting more people to the application, if it's a lead gen. Well, in reality, you're going to point everybody to getting on your list and your core focus is going to be generating leads. So point all audiences straight to that lead form or to that lead page and collect those emails. So remember, it's going to depend on what you're selling, but you're going to create every single audience you're going to test them. And especially when it comes to e-commerce do it this way, test them line by line one by one, see how they perform in generating that purchase and then consolidate into a specific campaign like we did where it's, you know, one set of engagers, another set of engagers and the visitors. And then we just did that. And we find that we get the best performance that way. So those are essentially the best custom audiences to create, which are all of your engagement audiences, your viewers, and your visitors. And then you can start to do some crazy, crazy numbers when it comes to promoting physical and or digital product.