Retargeting is NOT DEAD. Website visitors and Facebook and IG engagers are low hanging fruit. If the audience is segmented properly, then retargeting can be highly effective.
Video viewers are an audience segment not affected by iOS because they are an on-platform audience. For each creative bucket and style, create a 75% video view over the last 90 days. You’ll need to have a significant amount of traffic to test.
Below is the FB ad strategy to uncover high ROAS using sequential retargeting and whitelisting.
Facebook Ads – Sequential Retargeting
- Expanding horizontally (% watched)
- Expanding vertically (days)
Facebook Ads – Facebook Pages
- Approximately 50% of ads are running using the native Facebook brand page. The other 50% of ads should be run on various test pages that have a community or expert.
- 3rd Party Facebook Pages
- Community or Expert
- More genuine
- Usually higher CTR unless the brand is very well known
Facebook Ads – Whitelisting
- Not branded content
- More DR copy
- Not on their feed
- Leveraging their engagers
- “everyone is using the product”