How Do You Run Facebook Retargeting Ads in the Power Editor? A Step-by-Step Facebook Advertising Guide

TL;DR

Set up Facebook retargeting ads in the Power Editor by installing the Facebook tracking pixel, defining custom conversions, and creating audiences that include prospects while excluding subscribers and customers. Choose a lead or sale conversion goal that can produce at least 25 actions per week; the example targets website visitors from the last six months who have not joined the email list. Read on for the campaign structure, targeting choices, and optimization requirements.

Transcript

hey miles here miles becker.com and this video is about Facebook advertising specifically I'm going to show you exactly how to set up a retargeting campaign that's conversion optimized inside of the Facebook advertising platform we're going to use the power editor for this so what I'm really excited about is helping you understand a couple of thing... Read More

Key Insights

• The video focuses on setting up a conversion-optimized retargeting campaign using Facebook's Power Editor, highlighting the new interface updates.
• Retargeting is crucial for businesses, allowing them to target visitors who haven't converted, such as website visitors who haven't joined an email list.
• To run a successful campaign, ensure Facebook tracking pixels are installed across your website and set up custom conversions.
• Determine your conversion goal based on your ability to achieve 25 or more actions per week, such as leads or sales.
• Custom audiences are essential for targeting and excluding specific groups, like existing customers or email subscribers.
• The Power Editor enables streamlined campaign creation with features like audience exclusion and duplication for split-testing.
• Optimize ad placements to focus on Facebook feeds for better engagement, rather than using all available placements.
• Utilize Facebook's machine learning to refine audience targeting, allowing the system to optimize for conversions over time.

Questions & Answers

Q: How do you set up Facebook retargeting ads in the Power Editor?

Install the Facebook tracking pixel across every page of your website, set up custom conversions, and create custom audiences for both targeting and exclusions. In the Power Editor, build a conversion-focused campaign and ad set that targets the desired audience while excluding people who have already completed the intended action.

Q: Who should a Facebook retargeting campaign target?

The campaign can target website visitors who are not leads or customers, email subscribers who have not purchased, or people who reached checkout without becoming customers. The example targets people who visited the website within the last six months but did not join the email list.

Q: What is required before creating the retargeting campaign?

You need the Facebook tracking pixel installed across all website pages and custom conversions configured for the lead and customer levels. You also need a custom audience for the target group, custom audiences for exclusions, and ad copy.

Q: Should the conversion goal be a lead or a sale?

Choose the action you are most likely to generate at least 25 times per week. Use leads if you can reliably produce 25 new leads weekly; use sales when your advertising generates enough customers to reach that volume.

Q: Why does a conversion-optimized campaign need at least 25 actions per week?

The campaign relies on Facebook's machine-learning system, which needs enough conversion data to identify the people associated with the desired result. The speaker says it needs at least 25 to 30 data points per week to begin optimizing and works better with 50 to 100.

Q: How should custom audiences be used for targeting and exclusions?

Create one custom audience for the people you want to reach and separate audiences for people who should not see the ads. In the example, website visitors are targeted while email subscribers and customers are excluded because they have already taken the desired action.

Q: Can a business run retargeting campaigns for multiple funnel stages?

Yes. A business can create three separate campaigns for website visitors, email subscribers who have not purchased, and checkout visitors who did not become customers. Each campaign should focus on the appropriate audience and exclude people who have already advanced beyond that stage.

Q: Can an existing successful ad be used in the retargeting campaign?

Yes. The walkthrough uses a successful ad already running in other campaigns instead of writing a new advertisement. The campaign structure is also intended to make ad sets easy to duplicate for the separate $5-per-day strategy mentioned by the speaker.

Summary & Key Takeaways

• The video provides a step-by-step guide on setting up Facebook retargeting ads using the Power Editor. It emphasizes the importance of retargeting for businesses to convert website visitors into leads or customers, leveraging Facebook's machine learning for optimization.

• Key prerequisites include installing Facebook tracking pixels, setting up custom conversions, and creating custom audiences for targeted advertising. The video also discusses strategies for audience exclusion and the benefits of using existing successful ads.

• The creator highlights the importance of optimizing ad placements and leveraging Facebook's machine learning for better targeting. The guide is designed to help marketers efficiently set up and manage retargeting campaigns, ultimately driving business growth through improved conversion rates.