When you get the opportunity to hang with enough people who are doing Facebook Ads successfully, an incredibly valuable point that seems to be almost universally true – that I’ve not yet come across a counterpoint for – is this:
Retargeting is the lowest hanging fruit. Most of the time, you will achieve the most sales with your retargeting campaigns, rather than your prospecting ones.
I think you can go into the ins and outs of Facebook Ad campaigns in enormous depth, so instead of trying to do so here, I’ll only make one recommendation. If you’re not running retargeting ads, you’re leaving money on the table.
Nonetheless, some specifics would be nice, right? How do you actually do it?
I’ll just let the below screenshot speak for itself. To speak in very principled terms: just test out 1. different types of campaigns defined by different types of creative, and 2. create a new duplicate campaign but with a narrower and narrower retargeting audience, for the creatives that are working. I did it in that order.
Note that I’ve set up a lot of custom columns too. These columns are available to everyone that uses FB ads.
At the risk of stating the obvious, ROAS = Return on Ad Spend. For example, getting back $3 whilst spending $1 on ads means you have a 3.00 ROAS.
Here’s this screenshot again, except with the actual campaign names I used, which should give you a clue as to what’s going on.
I can go into the exact details of creative later on in a different post if people want, but essentially: they’re products, discounts, free shipping offers, and UGC (user-generated content e.g. user reviews from people who actually left positive reviews on my product in store; this is a common term that you might begin to hear a lot).
Found this useful? I’ll be posting more and more stuff like this, so feel free to subscribe to be the first to hear about it. Regardless of if you do or don’t, this totally-no-strings-attached snapshot alone should give you some very juicy insights that will undoubtedly help your profitability if you do Facebook marketing, so I hope you found it useful.