Facebook Ads Remarketing Tactics

Video Transcript: Facebook Ads Remarketing Tactics

Welcome, welcome to episode number 94 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We bring advertisers the tools and capabilities that are traditionally reserved for Fortune 500 brands.

And we're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who is looking to grow their company. Our job is to drive sales and leads for our clients and we are on an ongoing quest to share with you how we do this so that maybe you'll learn how not to work with an agency. In the last episode, we talked about how to turn on Facebook ads for remarketing, including features for page remarketing.

In this video, we'll continue on with the solutions available for remarketing inside of Facebook. We'll start with videos. A super effective way of understanding who is interested in your offering is to run a video ad.

While there are some placement restrictions on video ads, for example, you can run up to a minute long Instagram ad on Facebook. On Instagram, you have the ability to run long form over a minute video ads on Facebook. The value here is the opportunity to remarket to people who watch a high percentage of the video.

The theory is that if someone watches 75% or 95% of your video, you know they are interested in what you have to say. I mean, someone watching three or four minutes of a video, I mean, that's dedication. They watched.

There won't be a lot of people who watch your video full time or your full video, but the ones who do are very important. And those are the ones who you're trying to reach. That watch time indicates a really engaged user.

Simply go into custom audiences and identify the users who watch 75% or 95% of your video and then serve them a follow up ad. Maybe ad one as part of the funnel is a long form video. And part two is, hey, buy our product.

Or, hey, you should download our guide so that you can get more information for free. So it's a lead generation opportunity and a sales opportunity. Now let's move on to events.

When you run events that are listed on Facebook, you have some valuable remarketing opportunities as well. So let's say you create a Zoom live stream and you ask people to RSVP to that Zoom live stream on Facebook. However, you create awareness for it, whether it's organic posts, email lists, or any action, including advertising.

People are RSVPing on your Facebook page, on your Facebook event. And Facebook is tracking the people who go to the page. Facebook is also tracking who responded with going or interested and who have bought tickets and who look like they were going to buy tickets but ultimately did not.

You're also tracking who liked, commented, or shared the post related to that particular event. So each one of these actions is a remarketing audience that you can serve ads to. In the custom audiences tab, identify the action you want to capture and run ads targeting those people.

So for example, you may want to remarket to people who responded as interested. So your second ad says, hey, you seem like you're interested. Please don't forget to register for this event.

Or you remarket to people who engage with the page with a lead ad so you get them to download your free guide. Inside Facebook custom audiences, you have the ability to remarket to people who engaged with your instant experiences, shopping experience within Facebook and Instagram, and marketplace listings. So what you can see is further demonstration that Facebook is an incredibly robust platform that in some ways can replace the traditional web-based funnel.

If you think about Facebook as a fully integrated funnel builder or marketing machine, you can start to create customized funnels that live entirely within the Facebook ecosystem, including Instagram and Messenger. That's it for this episode. So you can run a better, smarter business.

And best possibility of all is you don't have to engage with a marketing team. You can do it all yourself. We will see you tomorrow for another edition of The Great Reset.