How To Set Up Your Facebook Audiences For Conversion Branding
All right, guys, so the way that we’re setting up the audiences is a little bit different than how you’re doing it.
You’re sequencing them so that only people who have watched a certain percentage of each video get the next video and that’s not the way to build the audience as big, as fast, and it’s not the way to be able to get all the different messaging in there, the way that this thing is built to be grown.
So, now, I have a bunch of my ads off right now because I don’t have time to optimize a few of the different sections and the offer one for my strategy call is my calendar is booked all the way into October to the point where I can’t let people book out further, so I had to shut down the campaign.
You can see here I was getting $15 applications. I had to shut it down because my calendar is all booked, and I can’t give any more slots.
The same thing with YouTube. I’ve been getting amazing results over there modeling this into YouTube. But what we do is, let me start here with the cold audiences.
In the cold audiences, what I’ve got is I’ve got multiple ads. Now, up here I was segmenting them by Instagram and Facebook but now what they’ve done is they’ve added the little thing so you can put another video for Instagram.
I’m actually putting them—I started doing it in my warm campaign, I’m putting them into the same ad set because these are the same audiences. I’ve got one version for Instagram placements, one for Facebook is how I separated them here.
But you can do all placements and then use a separate video for Instagram. I’ll show you that in the warm traffic stuff, so that way you can filter this down to one ad set for all placements and it helps with managing the budgets.
I’m in the process of switching over to that. I’m in a cobbler’s shoes kind of scenario right now. As you can see, these things have been running since mid-August. They’ve been up for a month already.
I really haven’t done a lot of any optimization other than I turned off these audiences because I didn’t want to be actually targeting them here. I had set some stuff up wrong when I put that together.
And then these are the Facebook Live versions of these edited videos and some of them weren’t turned into edited ones and I ran those for just a day at a time. That’s why those things are shut off.
Now, a couple things to note, you’ll see this ad set is not delivering because it’s got too much text in the image. You got to make sure you keep any of your borders and stuff below 20% text.
Now, what I do with the audiences in here is I’m excluding my general retargeting, I’m excluding engaged with poster ad in the past 30 days, and then I’m excluding people who watch 10 seconds of the video now. That’s my exclusion that I’m doing on the front here.
The reason that I moved it to 10 seconds is because I wanted to stop showing the ad to people that have done more than just kind of scroll past it. Because you can get like a three-second view of somebody who is just scrolling past. 10 seconds, they’ve engaged quite a bit and I wanted to keep forcing this to go out to new people and stop showing to people that already seen it.
Now, I’m still creating a 25% watch audience, and you’ll see where that comes into play next. But these are the exclusions and then I got my combo interests in here, and the rest of my target.
I’m excluding these audiences right here because these are going to be my targeting audiences.
Well, two of these are going to be targeting audiences in the next one. The warm campaign is based off of those audiences that we just talked about and our page like stuff.
The other thing on the cold traffic is I’m excluding people who like my page. I think you guys have that. I think I saw that in your video. I’m excluding people who like my page as well.
That way when we get to the warm bucket, I’ve got two ad sets here for every video. Then we’ve got multiple videos that are going out here. This allows us to have one ad set and so I did have some stuff that was kind of separated in here, too, by the way.
Things are kind of all over the place as I’ve been testing things out and figuring things out inside of here and it’s not all cleaned up. Just please be aware of that. I’m telling you what I’m verbally speaking is what we’re putting into our SOPs and running for the clients because of what we figured out with a lot of the crap that you’re seeing right here.
So, don’t take what you’re seeing as gospel, but just kind of follow what I’m saying here.
We’ve got multiple ads in here and then we’ve got one version for each ad that’s targeting the page likes, so what we’re doing in here is we’ve got two things going. We’re targeting people who like the page. That’s the targeting in the U.S.
Then we’re excluding just 25% of this video, this one video that’s being run in here. We do that, we exclude that one video in each one of those.
Then in the warm traffic, we’ve got the engaged with post or ad in the past 30 days. The 25% view list. And the general retargeting. This is the combo warm traffic.
We’re including those two audiences that we excluded and we’re also including the 25% watch list.
This is a cumulative watch list. What I do with that is, if we go back to the cold traffic campaign here, all of these videos that are in the cold traffic campaign are getting put into that one cumulative 25% watch list that I’m targeting in the warm audience bucket.
What I do is—I’ll go into the audience right here and I’ll show you guys. You can keep editing the audience and every time you create a new video, you just add it to that group.
Here it is. What you can do is you just go edit and then every time we add a video that is using this kind of messaging, I add it to this watch list, and I keep them on there 365 days, that’s the most, and so this is a cumulative watch list.
We’re building this off of all the videos that go in the cold traffic campaign and then it becomes a targeting audience in the warm traffic campaign. That way we get a nice, big, huge audience built up of people here, along with people that fit those other criteria that I’m showing you for warm audiences.
Your general re-targeting, which as you know from the training, is that’s your people who have hit any page of your website in the past 180 days. Then you’ve got an audience that you can create off of people who have engaged with a post or ad in the past 30 days.
When we include all of those things, that should build a nice big audience. That’s the idea is to build that thing big. Same thing with your page likes.
Here’s the weird part. When we get to the offer buckets, when you start to make the offers, the targeting is actually no different in terms of what you’re going to include as it is in the warm bucket.
The targeting is the same. You have separate ad sets for your fans, you have separate ad sets for your warm audience.
The only thing you do different in the targeting is you create a 95% audience for the offer video. The offer videos are going to be like one to two minutes long. You create a 95% watch audience for the offer video and then you exclude that on these ads.
Basically, what happens is, when people go from the cold bucket, they actually drop into the warm bucket and the offer bucket at the same time and they start seeing all these different things at the same time. But then after they’ve watched a certain amount of each one, they stop seeing it.
Then you just keep adding more ads into all these buckets so that you create this big huge mushroom effect of all these ads that appear to be sequenced, but as long as you’ve aligned the messaging appropriately so that they’re all along the same messaging path and they speak to different issues that people have, it has this effect of sequencing and it builds the audience big enough to where the ads will run and work and all that.
All right, I hope you found that video to be helpful in creating and scaling profitable ads for your business.
You can go ahead and use what we talked about in there to model and implement new tactics and strategies into your business.
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