Ultimate Retargeting Cheatsheet
Why we need retargeting campaigns
Retargeting is an essential part of ANY online store!
If you do not run retargeting campaigns properly or, even worse, do not run them at all, you are missing from 20% to 50% of your daily profit.
As seen below, if you have a properly set-up retargeting campaign, you could even be breakeven on the front-end, yet, still do some decent profit.
OR, you might already be doing GREAT on the front end…
In this case, the retargeting campaigns will help you get EVEN HIGHER ROI:
The question is: how to organise your retargeting campaign(s) properly and how much to spend on it (them)?
1. The 3 ULTIMATE Retargeting levels
We identify 3 levels of retargeting based on the user ENGAGEMENT and COMMITMENT to your brand/store (starting from level 2, as your cold traffic is L1)
Now, I want you to MAKE SURE that YOU TRY all of them and see which ones work the best for your specific store and product.
You can organise them:
1. As 1 BIG ABO campaign – for smaller businesses spending up to $5k/day
2. As 3 SEPARATE campaigns – for larger ones, for easier campaign management and scaling
Level 3 – Social Engagement – all the people who interacted with your FB/IG page or posts (including reactions to your paid ads)
This includes:
– People who’ve watched your video ads
– People who’ve interacted with your Facebook page/posts
– People who’ve interacted with your Instagram page/posts
– People who liked your page/friends of people who liked your page
Recommendations for social engagements:
1. If you use long video ads (5+ mins), go for those who watched 25%, 50%, 75%; if you use short videos, use ONLY 75% and 95%.
2. Identify whether your major audience is on Facebook or Instagram – invest more into your stronger social network (more engagements – more sales)
3. Use mutual exclusions to ISOLATE the different retargeting audiences and not let your ad frequency go over the edge.
4. Target the MOST RECENT engagements (from 1 to 7 days). If you operate at very low budgets, you can go for last 14 days, but this won’t be that effective (people see 100s of ads every day).
5. Keep it simple – Facebook hates when you limit it with manual bidding and things like that.
6. Exclude website engagements and purchasers from social page engagements (adds to cart, initiated checkout, purchasers).
7. If you target different countries and use only 1 language, go “Worldwide”.
Level 4 – Website Engagement – all the people who interacted with your website (visited the landing page, added an item to cart, etc.)
This includes (default options):
– People who’ve visited your website
– Top visitors by time spent on the website (top 5%, 10%, 25%)
– People who’ve added an item to cart
– People who’ve initiated checkout
Recommendations for website engagements:
1. Make sure that your Facebook Pixel is installed correctly and all the events fire on the Facebook side (go to Ads manager -> Events manager -> Pixels -> Test events)
2. If your traffic volume is large, use Top 5%, 10%, 25% visitors by time spent (~ $10k+/day). Otherwise, stick to Top 25% visitors and scale it up as much as you can.
3. Use mutual exclusions to ISOLATE the different retargeting audiences and not let your ad frequency go over the edge.
4. Target the MOST RECENT visitors (from 1 to 7 days). If you operate at very low budgets, you can go for last 14 days, but this won’t be that effective (people see 100s of ads every day).
5. Keep it simple – Facebook hates when you limit it with manual bidding and things like that.
6. Exclude purchasers from website page engagements (we usually exclude purchasers for the last 30 days).
7. If you target different countries and use only 1 language, go “Worldwide”.
Level 5 – Purchasers – all the people who bought from you in the past based on time, money spent, and # of items purchased.
This includes:
– All buyers lifetime (Facebook allows to only have buyers for last 180 days – so the full buyers’ list should be uploaded manually – see screenshot below)
– All buyers for the past 1, 2, and 3 months
– People who purchased multiple items (see below how to create this audience)
– People who bought for $x+ – we usually do $200 or $300 if your average paycheck is ~$50-90 (see below how to create this audience)
*How to upload your customer list (from Klaviyo, Active campaigns, or other resources):
*How to create a custom audience of people who bought multiple times:
*How to create a custom audience of people who spent $200+:
So the setup of L5 will look like this:
Recommendations for purchasers (L5):
1. Segment out your buyers and test which segment works the best for you.
2. Target your buyers with new offers, deals, collections, etc.
3. Use purchasers for last 30, 60, 90 days.
4. If you target different countries and use only 1 language, go “Worldwide”.
5. Use mutual exclusions.
So this is the structure you can apply AND USE IMMEDIATELY for your retargeting campaigns
Remember: every case/website/business is unique – test on lower budgets before scaling up aggressively.
Every month I choose a few entrepreneurs to personally help them scale their Facebook ads and businesses.
Watch the free training and apply here: https://www.ecommercescalingsecrets.com/home