retargeting | facebook ads

Since iOS 14 came out, retargeting has lost a lot of its power due to the lack of data Facebook can
collect. Some people even choose to not run retargeting campaigns anymore, but I personally still find
them profitable.

In this PDF you'll learn everything about retargeting with Facebook ads.

who are we retargeting?

We want to milk as many purchases as possible from left over potential customers that we reached
with our prospecting campaigns.

In which case, we'll retarget everyone that hasn't placed an order yet (in multiple segments explained
lower in the PDF). What audiences are those?

Starting from the top of the funnel, the main people we want to retarget are video viewers, people
who engaged with our posts in any way, people who viewed a page on our website, people who
added to cart, and those who checked out. We'll always exclude all the buyers.

campaign structure

We'll have 2 CBO campaigns:

• re-engagement - targeting events collected in the last 30 days

• remarketing - targeting events collected in the last 30 & 100 days

Optimization: Conversion - Purchase

re-engagement structure

Re-engagement contains 2 ad sets:

• 75% video viewers in the last 30 days

• facebook engagers in the last 30 days + Instagram engagers in the last 30 days (people who
engaged with any post or ad)

Exclusions

- both ad sets in the re-engagement campaign exclude page viewers in the last 30 days, people who
added to cart & initiated checkouts in the last 100 days, and buyers in the last 100 days

Note: You can combine these 2 ad sets into one, we don't mind any overlap.

Both of these ad sets have 3-4 ad creatives (& angles in them), which I'll explain right after this
campaign setup illustration:

CBO
re-engagement

75% VV (30d) FBE + IGE (30d)

creative 1 creative 1

creative 2 creative 2

creative 3 creative 3

creative 4 creative 4

re-engagement creatives

Each ad set includes 3-4 creatives, and each of them depicts different angles & marketing tactics (in
the ad copy & the picture/video itself):

creative 1 - picture
benefit + scarcity + sale ends today / in 24 hours / this week + CTA

creative 2 - picture (optional)

benefit + scarcity + sale ends today / in 24 hours / this week + CTA (different picture from creative 1)

creative 3 - video
benefit + scarcity + sale ends today / in 24 hours / this week + CTA

creative 4 - picture
low on stock + scarcity + 10% off discount + CTA

remarketing structure

Remarketing contains 2 ad sets:

• page viewers in the last 30 days

• people who added to cart in the last 100 days + people who initiated checkouts in the last 100 days

Exclusions

- page viewers in the last 30 days exclude 75% video viewers, facebook engagers in the last 30 days +
Instagram engagers in the last 30 days, people who added to cart in the last 100 days, people who
initiated checkouts in the last 100 days, and buyers in the last 100 days

- people who added to cart in the last 100 days + people who initiated checkouts in the last 100 days
only exclude buyers in the last 180 days

Both of these ad sets have 3-4 ad creatives (& angles in them), which I'll explain right after this
campaign setup illustration:

CBO
remarketing

PV (30d) ATC + IC (100d)

creative 1 creative 1

creative 5 creative 5

creative 6 creative 6

creative 7 creative 7

remarketing creatives

Each ad set includes 3-4 creatives, and each of them depicts different angles & marketing tactics (in
the ad copy & the picture/video itself):

creative 1 - picture
benefit + scarcity + sale ends today / in 24 hours / this week + CTA

creative 5 - picture
low on stock + scarcity + 15% off discount + CTA

creative 6 - picture (optional)

low on stock + scarcity + 15% off discount + CTA (different picture from creative 5)

creative 7 - video
benefit 1 + benefit 2 + 15% off + CTA

Note: Notice how we're reusing creative 1 from the re-engagement campaign. That's because this
type of creative works really well on both sides.

what should the creatives look like

It's important to use different creative in your retargeting campaigns, don't use the same ones as in
prospecting; your customers will get bored of seeing them. Also, keep in mind that images are very
effective in retargeting.

I've made quick examples of simple creatives (using Mavenport branding) that work really well:

creative 1 creative 2 creative 5

prospecting exclusions

Once you've started your first retargeting campaign, each new prospecting ad set you make should
exclude the following audiences:

• 75% video viewers in the last 30 days

• facebook engagers in the last 30 days + Instagram engagers in the last 30 days
• page viewers in the last 30 days
• people who added to cart in the last 100 days & people who initiated checkouts in the last 100 days
• buyers in the last 180 days

If you choose not to run retargeting campaigns (which, personally, I think you should always test them
because they always bring me extra profit), then only exclude buyers in the last 180 days from your
prospecting campaign, to allow it to retarget on its own.

timing & budgets

Start your re-engagement campaign at $20/day after you've spent ~ $500+ in total on your ads for
that product.

Keep the daily budget of this campaign at about 10-20% of your prospecting campaign (which is
targeting cold audiences).

Start your remarketing campaign at $15-20/day after you've spent ~ $800+ in total on your ads for
that product.

Keep the daily budget of this campaign at about 5-15% of your prospecting campaign.

Note 1: Raise the budget & lower it every few days until you find the sweet spot, and only increase it
from there on after you also increase the budget of your prospecting ads.

Note 2: Pause ads before you pause ad sets if the performance isn't great. I'd say let each ad spend
2x your prospecting campaigns' customer acquisition cost before you turn it off. Be a bit more
generous with these campaigns because a lot of times they get sales that aren't tracked.

Note 3: If any of the campaigns ends up not working for you, no problem. It wouldn't be a surprise, now
with the iOS updates. Pause it and remove relevant exclusions from your new prospecting ad sets.

If you have any questions, write them in our discord server.

written by @eduardbeschea | mavenport

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