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Video Transcript: GSD daily Episode 33

Updated for 2021:

Hey, What's up? This is Jason Drohn. Welcome to today's GSD Daily. Today we're going to talk about Facebook retargeting ads

and I just got off the phone talking about Facebook ads. I had more early morning stuff this week than most weeks. So it's been a little weird, but whatever. So today we're going to be setting up a retargeted ad for one of our little mini-courses, one of our little offers. And the biggest part of setting up a retargeted ad is just knowing how to sequence your pages. So if you can sequence your pages correctly, then really the hard work is for the most part done. Because people ... how Facebook retargeting ads work is if they go to this page and they leave, then they see this offer, they see this ad.

Where somebody is going and what they're doing after they leave, it's the biggest thing. So the ad that we're going to be setting up, so I'm just going to split this out into its tab so that I can share it with you. All right, so I'm going to stop sharing the screen there and we're going to share the browser window.

All right. So, we're going to go back to Canva.

There's a lot of different ways that you can create the Facebook retargeting ads, but we're going to go back to Canva and look at the ad that I set up this morning that we're going to be using as the ad for this retargeted offer. So yesterday we talked about setting up a cold traffic ad to an advertorial or to a video, which is great. And the cold traffic ad welcomes people into our world. It's people who don't know us, they've never heard of us, maybe they've seen us, but they haven't been on the website in the last 30 days. So once they come into our world through our cold traffic ad, then what we do is we show them a different ad. Now in this case, in the case that I'm setting up, basically what we're doing is everybody who opted into our list but did not purchase the offer that showed up for them after they opted in, are going to see this ad.

Now, this offer is called, "Funnel Flow Made Simple." So we're going to go to Done For You and I'm just going to show you the page real quick that we're going to be Facebook retargeting ads. So we can't necessarily retarget directly to that same confirmation page because, in the sales [inaudible 00:03:47], you opt-in for the report and then the next video says, "Thanks for downloading the report, blah blah blah. You're going to learn such and such." And then you transition into the next offer. With this though, what we're doing is we're going to go to products and funnel flow made simple. Same page layout, same type of page, slightly different video. So the video has that first 20 seconds lobbed off ... or the first minute or so lobbed off. And basically, the front side of it is lobbed off.

So this is the sales page that somebody can go in and click through to buy the offer. Now, this page is going to be the website that we're sending traffic to, and this "Funnel Flow Made Simple" is going to be the ad that we're using on Facebook to send traffic here.

And the ad is going to be showing up for everybody who was on our website but did not buy it. Does that make sense so far? Over in the chatbox, comment box. Just let me know. All right, cool. So it looks like it is good. Cool. So what we're going to do is we're going to log into the Facebook ad manager, and I'm just going to do that here. And then we're going to go through and set this campaign up. Life, pretty exciting, right? I know, I think so at least.

So for anybody who's getting website traffic, Facebook retargeting ads are probably the best and easiest way of reclaiming some of those people and dipping your toe in the paid traffic world. Dipping your toe in digital advertising and paid advertising without necessarily going crazy for it. Do you know what I mean? Because if you're just very simply ... anybody who's been to your website, if you're just showing them Facebook retargeting ads for the thing they didn't buy, but they're already aware of, there's a pretty good chance that they're going to come back around and buy something.

That's just the fact of the matter.

So here I'm going to go ahead and download this ad. I don't know if I downloaded it to this machine, so I'm just going to go ahead and download this guy. So we're going to download it as a PNG. Yeah, it's kind of ugly. I'm not going to lie, ad's kind of ugly, but it works out pretty well. So then we're going to go, I'm going to switch the view here to look at the ad manager.

All right, so ... now, for the most part, I use a different browser. I use Firefox a lot of times, just to do the ad manager stuff. Just because at the end of the day it's just one browser that I can log into and I don't have to get too sidetracked in the rest of the Facebook world, looking at newsfeeds and scrolling through stuff and all that other stuff. All right. Now, my browser locked up for a minute. All right.

Looking inside Facebook Ad Manager

So I was in the middle of showing my ad manager so we could get this retargeted ad set up here. So there we go. Logging into the ad manager. Now you're able to see that. I should be able to see it in a minute. There we go. Okay, cool. So what we're going to be doing is we're setting up this retargeted ad from scratch. Now we're going to go into the "Create" button. So I'm going to hit the "Create" button.

And if you remember yesterday we set up all kinds of different audiences and stuff. What we're going to be doing is here we're going to be doing a retargeted ad. Yesterday we named that these things cold, warm or hot. So we're going to do the same thing. This is going to be a warm ad, and then we have ... Let's see. This is going to be, "A Funnel Flow Made Simple." Funnel Flow Made Simple Course promo.

So the buying type is going to be an auction.

The campaign objective at first is going to be traffic. Like yesterday, we set it up so that the campaign objective was conversion ... or was traffic to get started. And then once you have enough conversions, typically 50 conversions in a week, you can switch it to a conversion campaign and Facebook will only charge you for conversions. We went through that yesterday. But so our campaign objective is traffic. The daily budget is fine. The ad set name, we're going to do "Retargeted website traffic." And then the campaign ad is going to be "Ad." So this is going to be just an image ad, version 1.1. So then what we're going to do is we're going to save it to draft.

So the ad set up process is very, very similar to what it is for cold traffic or the same thing. It's the same thing as what you're used to there. Now underneath the setup, we're going to go traffic and so the buying type is going to be an auction, it's going to be a traffic campaign.

Once we get some data, then it's going to flip to a conversion campaign. Then we're going to go into the retargeted ad set, the RT ad set. The ad set that we just set up, and we're going to use dynamic creative for this guy. So like yesterday we set up our ad with dynamic creative. We're going to do the same thing today. Then this is where the retargeted ad is different than the cold traffic ad. This is the only difference in setting up the two different ad types, which is who the ad gets shown to.

So in this scenario, we're setting up the warm traffic ad. What we're going to do is we are going to target our warm people. Yesterday I showed you how I set up audiences with basically cold, warm, or hot. So warm is our funnel factor leads. These are people who downloaded the report but did not buy it. So those are the only people who we could be showing this ad to. Now this course, this Funnel Flow Made Simple, is made to everybody who downloads this report. So they already know of this offer. We could add our video views in here, we could add our website traffic for the last 30 days. I think I'm going to do that. So website traffic for the last 30 days.

Potential Reach

Now this potential reach, they don't give me a potential reach. So they're not going to tell me how many people have been to the website or how many people downloaded. But I know the numbers. So they don't give you the potential reach unless it's an astronomically big number, anymore, for the most part. So these are the two audiences that we're going to be serving Facebook retargeting ads to. The age group we're going to keep pretty open. So 18 to 65 plus. What this does is it lets us not ... if somebody comes to the website and they fall outside of our demographic characteristics, so they come to the website and they don't like, let's say. Well, that doesn't mean they're not going to see this ad.

If they were on the website from search engines, then we understand that they are probably into what we're talking about because they came from a search engine.

So 18 to 65 usually. Sometimes we can go up to 25 or 30 if we want. It doesn't matter. Then we have gender, most of our buyers end up being men. Although we're going to end up having both male and female there and we're not going to add any more detailed targeting. This is a retargeted audience. So these people are qualified because they were on the website, they opted in for something, they watched an entire video, whatever. And then that's it. So the big thing, the big difference is we're targeting people we know. People who know us, I should say. Automatic placements are fine, and then we're going to go to the ad itself.

So in setting up the retargeted ad, a lot of times with Facebook retargeting ads we do images at first, we don't necessarily always do a video to set everything up. So images will work just fine. The identity is just a Facebook page, it's going to be a single image or video. This is dynamic creative, so it's going to let us do a couple of additional things in the things that we're going to upload. The banner ad that we just created in Canva at the beginning of this video.

So we're going to grab downloaded items, Funnel Flow Made Simple. It's uploading that into our mix here. Perfect. We're going to select it and then we're going to continue. Now we have Funnel Flow Made Simple. We have the image. Let me scroll down a little bit farther. So the primary text of this. The primary text is the bit that goes above the image or the video. So let's see.

Text or Copy

So we have primary text. "Don't miss out on the Funnel Flow Made Simple Course." We're going to add a different headline or a different text variation here. So this is going to be, "Funnel Flow Made Simple for only $4.95" and then we can continue adding different headlines there. And then the headline is what's going to show up underneath the ad. So we're going to say, "Funnel Flow Made Simple." Then we're going to say, "Save 90% today." All right. So, "Click the button to learn more about the course." And then we have our sales page. The sales page is ... I'm just going over and grabbing the sales page link. Here we go. So ... and [inaudible 00:17:10]. And the man missed it. There we go. Copy link location. Then we're going to drop this guy in. It's going to clear this error and show us something.

All right, so the Facebook retargeting ads would say something like, "Don't miss out on the Funnel Flow Made Simple Course" and we can add different primary text headlines. We can add some headlines here. What does dynamic targeting, do you remember from yesterday, what it's going to do is it's going to split test these images and videos and texts and headlines for us. It's a black box, we don't know what's going to win.

And actually, I was just talking to a friend and we were discussing whether or not it's because it knew what it was doing or because it was Facebook's way of you doing what Facebook wants you to do. So it's a little bit up in the air as far as which way that is going. But all in all the dynamic campaigns work pretty well. To display the link, we're going to leave there. Called to action link is going to ... it can learn more.

We can do a different one, sign up, book now.

Yeah. Learning more is going to be the best one there. And then we're just going to hit publish. So I don't think we have any errors. I think we cleared our errors. Yep. Cleared our errors. So we're going to hit publish. Now, this ad is only going to show up to our retargeted audience. So the people who have been to the website, the people who have downloaded a lead magnet, and then it's going to send them directly to the sales page. And then so once they come back to the sales page, this funnel flow made simple sales course here, then they're going to kick over into the order form. So order form, funnel flow made simple, there's an upsell for access after this. And then there's an upsell for some other stuff.

But this is one of our channels. So we'll add some additional retargeted offers for some of our other lower-end things like this convert book. There's the create book, there's some other lower-end stuff that we're going to end up getting into. But all in all, that's how you set it up. Now, earlier when I talked about setting up URL based things, so when you're setting up your Facebook retargeting ads, you want to know where people are going. So one of the ways to preclude who goes where is if we go to audiences, we're going to set up an ad for everybody who hits our order form.

So we're going to go to Funnel Flow Made Simple and we're going to go to the order form. And so this is the order form for this funnel flow made simple course. Now to do shopping cart abandonment ... so what we want to do is we want to see how many people clicked the ad and then how many people went to the sales page and then out of those people, who clicked over to the order form. The people who bought, it's easy to figure them out because we have their email address.

When they get to the cart, but forget to follow-thru

They bought something, they hit a confirmation page or an order fulfillment page. But the shopping cart abandonment is an interesting thing because they'd hit this page and then they leave. So yes, we can trigger some emails and I'll show you how to do that at some point. To do URL based marketing automation with email. But with Facebook retargeting ads what you do is you go into the audiences here and I'm going to create a new audience. And the new audience is going to be a custom audience that's going to be websites. But rather than then show the entire websites, everybody who comes to the website like this campaign. So this campaign down here is all the website traffic in the past 30 days, well we don't care about all the website traffic. We just want to see how many people hit that order form.

And then so that we can show them an ad that says, "Hey, come back. Come back and buy something."

So we're going to target people who visited specific web pages in the last 30 days. And 30 days is probably a little bit longer. That should probably be closer to 10 days. Think about yourself. When you buy something, typically you buy it ... or let's put it this way when you don't buy something, you're thinking about buying something. You usually pull the trigger on that thing within a couple of days or a week. You get hot on something and then you're like, "Well, I'm going to buy it or I'm not going to buy it." But after a week or after 10 days or whatever, your interest dies down.

So that's one of those things. We don't want to target the people who their interest may be dying down. What we want to do is we want to target the people who keep coming back to that checkout page or they keep coming to our thing again and again. So what we're going to do, anybody who has visited our order form in the last 10 days and the URL is ... so here's another little secret Ninja strategy. So it doesn't have to be the entire URL. It can be ... it contains. So if this URL contains any of these words, so in this case, it is /activation/systematic sales boot camp. So what we're going to do is we're just going to paste this in and what that lets me do it now I can split test order forms without having to recreate pages or recreate the pixel information.

Pixels

So I can have systematic sales Bootcamp-V1 or systematic sales Bootcamp-V2. And this pixel is going to track it all because it's contains systematic sales boot camp, no hyphen. Does that make sense? Okay. It's just one of those things. You run enough of these things and you're like, "Well how can I make it easy the next time." and when you're split-testing a lot of pages, you either have to go in here and just go, "Boom, boom, boom." And just add and come back and remember to edit it. Or you can just do contains at first and then just adopt a naming convention for the shopping cart abandonment. And then after that, it's easy because this one pixel is automatically tracking everything and then you're serving Facebook retargeting ads up to the people who hit the order form and they're good.

Variables

Now, so you can continue dropping in. You can continue adding variables. So if they go to the sales page and then also to the order form, they get put into this audience. The order form is fine though. Then you just want to name it. So this is going to be ... I would say this is a warm to hot person. So we're going to say, "Warm Funnel Flow Made Simple." Add to cart, ATC. And then we just hit create an audience. So what Facebook is doing now is it's going back creating the audience, looking at all of the data it has, and says, "Okay, how many people hit this order form?"  Then let's serve up some Facebook retargeting ads to those people. And then what we want to do is they become a very warm audience.

We can then create look like audiences based on this warm audience of people who hit the order form before we get enough data to create a lookalike audience of buyers. So it's just one of those things when you're looking at audiences, you want to ascend your audiences. So you want to start with, "All right, who are my cold traffic people? Who are people who raised their hand and said, 'I want more information from you.' Who watched the video?" And then so the more and more action that they take, then that's who you want to establish your lookalike audience from. Because every single time, every single step up that ladder, it becomes a more and more qualified person that you can then retarget and run through your conversion campaigns. So that my friends are how to set up a retargeted ad.

Questions

Not that bad. I mean Facebook retargeting ads are pretty easy to dial in. So it's good. Any questions? So many questions over in the ... all right questions? Perfect. All right, so let's see where else we want to go. Talk about some retargeted traffic. We went through some dynamic sequencing in there. We talked about some shopping cart abandonment. I think we're about good for today's session. Tomorrow we're going to do ... we're going to have a guest on and we're going to talk about some optimization. So we're going to talk about how do you take a campaign that is doing well and turning it into something that is doing even better. So that is going to be a lot of fun. Her name is Jennifer. She's a new friend.

Yeah. And then Friday I think we're going to do wrap up. So we're going to do optimization and I was thinking we do something data-driven. So we look at some stats and how to figure out how ... yeah, look some stats and how to figure out how you know if somebody is buying or not buying or opting in or not opting in based on age and demographics and stuff. And then that way you can optimize your campaigns even further. That's always a lot of fun. I like looking at that kind of stuff, so.

All right guys, thank you so much for watching today. If you have any questions at all, go to doneforyou.com/GSD. And if you would like to set up an action plan call, go to doneforyou.com/start and we will set up an action plan for your business and I'll talk to you soon. All right. Thanks. Bye.

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