Facebook Remarketing Ads

Video Transcript: Facebook Remarketing Ads

Welcome, welcome to episode number 93 of The Great Reset. My name is Robert Brill. I'm the CEO of BrillMedia.co.

We help advertisers use the tools and capabilities that are traditionally reserved for Fortune 500 brands. We are here five days a week talking about marketing and advertising for senior marketing, executives, entrepreneurs, and everyone who's looking for an advantage to grow their company. We drive sales and leads for clients using marketing as one of the key tactics that we deploy.

And in this episode, we'll talk about how to turn on Facebook remarketing with the focus on how Facebook and Instagram data helps connect an advertiser to its customers who have already expressed interest in the brand. There are a variety of opportunities here, so we'll focus on the Facebook page. And again, what we talk about here is applicable for both Facebook and Instagram, but I'm just going to reference Facebook.

So using Facebook's custom audiences tool, we create an audience of people who engage in any way with the page for up to the last year. This includes anyone who engage with the page, the page content, messenger, or ads from your Facebook page. So basically what you're saying is if anyone engage in some capacity with your page, they are eligible to see the ad for the given period of time, a day, a week, a month, a year, et cetera.

You can go a step further and remark it to anyone who simply just visited your page. This is different from above because it limits the audience space to people who visited the page, regardless of the action they took. As an advertiser, as an optimizer of advertising campaigns, I encourage you to test both to see which one is more accurate, which data signal, not, I wouldn't say more accurate, which is more likely to predict a click through a sale or a lead generation.

The really valuable setting is the ability to target people who recently engaged with any post or ad coming from your page. So if someone liked your Facebook ad, you can then reach them with a follow up ad asking them to buy your product. And in this, you are effectively creating a funnel inside Facebook.

Further interactions tied to the page that you can remarket from are anyone who clicked on the call to action button from your page, sent a message to your page or saved any of our posts. The last three I find are relatively small, um, at least for the advertisers that we have much more relevant to our page likes or people who have done any engagement on the page. The targeting opportunities are the same for Instagram as well.

So you can reach recent Instagram page, engagers, people who responded to posts or ads and everything else I just mentioned. The only caveat is that your Instagram profile must be a business profile for this targeting ability to be available. These are really valuable for a few reasons.

You literally don't have to build a landing page for your campaign because you can have the entire funnel exist within Facebook and Instagram within their ecosystem. One strategy that we deploy aggressively is to get people to take a tepid response as a form of interest. We've talked about this in some of the last videos from there.

We remarket to them to drive a sale or a lead in the last video. We talked about site remarketing where we serve out to people who visited your site. If you replace the site visit action with a Facebook page engagement, you can remarket to recent page visitors.

This is a big time saver, especially for small brands who don't want to make custom landing pages. It takes a lot of work to build a custom landing page until you get good at it. You have the muscle memory.

It also serves as a different signal for ad performance testing. You can run site remarketing ads and page remarketing ads and see which one performs better. So on Facebook, you have the ability to build a pretty robust funnel, but there are definitely some limitations with Facebook.

For more sophisticated brands, site behavioral targeting is a much more robust way of filtering audiences and serving up unique ads to people interested in specific pages on the site or products available on the site. Banner ad or video ad remarketing outside of Facebook has much more robust dynamic creative opportunities. For more detail on that, watch the last few videos we did on dynamic creative.

And in tomorrow's episode, we'll dive deeper into more remarketing capabilities available inside Facebook. If you found this video valuable, please like it. It lets the algorithm know that we're making good videos.

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Thanks everyone. We'll see you tomorrow for another episode of The Great Reset.