hey miles Eckler here miles becker calm
and in this video we are going to look
into advanced audience retargeting
through facebook advertising now this
again is an advanced video that we're
going to cover some advanced topics and
you will need these if you're using your
one Facebook pixel for multiple
different websites that's how they
instruct you to use it your supposed you
only have one pixel for one ad account
and you only have one ad account for
your one personal Facebook account so if
you have six different websites you put
that same tracking pixel on all six
websites and you use this tool that
we're going to cover here in order to
create a separate audience for each
website also if you have multiple
funnels running on one website you would
use this same tool and the reason you
would have multiple funnels is for
different kind of entrance points right
for different problem solutions that all
lead back to your same product but
there's different levels of awareness
different have different kind of funnels
for the different level of awareness
this would allow you to retarget each
the same website and then thirdly if you
want to get really kind of fancy with
your automation or with your retargeting
and you want to retarget people who
reach certain pages but didn't reach
other pages this is how you would do
this and this tool let's say if you
wanted to retarget people who went to
your checkout page but didn't reach the
thank you page you could segment them
out and you could show them a specific
ad you can also retarget people who went
to your opt-in page but didn't reach
your thank-you page and you could either
exclude them so they don't keep seeing
your advertisement or you could show
them a different ad once they've made it
to that step in order to kind of maybe
offer them a different point of view or
a different funnel entrance so let's
jump in this is really powerful stuff
and you do need to have your Facebook
pixel in place before you get this going
and you should be having data running to
your Facebook pixel so we obviously
start here at the ads manager mine might
look a little different because I use
the business manager but it's the same
basic idea here and then you click on
all tools and you'll come over here to
assets and you click on audiences then
what we're going to do is we're going to
choose
to make a new audience and it's the blue
button up top the create audience and we
want to do custom audiences now we are
focusing mainly here on the second one
down which is website traffic and this
is really kind of allowing you to
complete everything all the data that
your pixel has kind of accumulated and
what that means is every time somebody
loads your website when you have your
pixel that pixels planted on their
browser so when that user goes back to
Facebook with that browser it will know
if they're in one of these audiences
depending on how you set this up and
that's what we're going to do you won't
have a drop down here on your pixel I
only have this because I've shared
multiple pixels with myself you should
have one pixel and so you shouldn't have
a drop down and then this is really
where kind of the rubber meets the road
for this tool and it's this this website
traffic option and you notice there's
four main options and then there's a
custom combination option I'm not going
to go through all of the possibilities
if there's something that I don't cover
here and you're like oh but miles would
it work if this and that but not this
and but that but not this the answer is
probably and if it does it's under this
bottom custom combination which again
I'm not going to go into that too deeply
right now because there's a lot we can
do here even in just the top three so
obviously the first part anyone who
visits your website this is key for you
to number one if you have one main
website and you just want to create a
general retargeting audience this is how
you would go about it if you have
multiple different web sites then you
would be able to use this same exact
tool so you notice it says choose a
website domain and it's got the Browse
button what this is doing is this is
actually pulling all of the different
locations that Facebook finds your pixel
on so you can see it's got my main
website ask Angels comm it's got a
Google content translate so Google's
obviously picking up and translating our
content and it's somehow picking up the
pixel I would never use that and this is
my shopping cart system you can see that
it's the Sam cart calm because I do have
my pixel tracking all the way to my
shopping cart which is on a separate
domain so if you had three
Ritt websites website a website B
website C you would see them all here
you simply choose the one that you want
and then you can toggle how many days I
believe you can go up to 180 days which
is six months and you can set it to
include past website traffic and that
means if you've had your pixels set up
for three or four months all that data
is available to you and you can go in
here in a few clicks create an audience
so you can retarget everyone who's been
to your website within the last 180 days
let me try to see if it'll let me do 360
because I don't know for a fact if it is
okay so I was correct it is 180 days so
it lets you do about six months out and
that's it and obviously I would
generally recommend using the include
past website traffic and this is why
I've been such a proponent to just as
you start content marketing as you start
building things out get your Facebook
pixel in place right away because you
can come back and revisit this tool one
two three four months later and then you
could have a big audience that you could
retarget to you can also turn these
audiences into look-alike audiences and
you can really grow your reach
leveraging these tools within Facebook
cool so you would give it an audience
name so this one I would do something
like ask angels visitors right ask
angels visitors all now I'm not going to
create these audiences and that's
because I have lots of audiences as you
can kind of see behind here I've got
dozens if not over a hundred audiences
and I don't want to mess up my audiences
you would simply click create audience
and then what happens is it goes online
and you'll have a little red dot and it
will not allow you to use it or it might
be blue at first and it says give us 30
minutes we need to go compile all that
data you simply go take a walk come back
click refresh and when it says ready
you're ready to go so that's the first
step right which is super simple and
that is just the people who have visited
your website option which is a great
place to start it's good to have that
because sometimes you don't want to
target people who have already been to
your website if you're doing it click to
content based campaign right if you're
simply promoting a blog post do
don't focus on people who have already
been your website use that as a new
opportunity to reach people who are out
there who look like your visitors but
haven't actually been to your website
and to do that you would create a look
like audience based on people who have
been your website you would target that
look-alike audience but you would
exclude people who have actually been to
your website and that would create a
multi-million person audience of people
who have a high likelihood of enjoying
your content moving right along to the
next option
people who visit specific pages now this
is where we get really kind of deep and
geeky and this is where you can get
really creative I often find myself
drawing out with a sharpie and a notepad
my plan of action here so I can have it
visual before I come in and set this up
because I kind of that's how I do things
I'm kind of a visual person I like
whiteboards so that's how I approach
this now what you can do with this tool
is if you have people who if you have
excuse me multiple funnels on one
website right and that would mean let's
say you have a diabetes base website or
actually let's say you have a golf base
website it would be a little bit easier
for me to come up with a few funnels and
then funnel number one is for people who
do you have a hook or a slice right
because if someone's curving the ball
off their tee shot whether it's a hook
or a slice they have a specific problem
so you can target those people on
Facebook send them through a funnel on
do you are you hooking or slicing learn
the three steps and then when they're
through it you know you want to sell
them a product that's going to solve
that problem you would use this and you
would add the URL of the opt-in page
that they reached for the hook or slice
right and what I do here is I don't
include the HTTP I don't include the
colon slash slash and I don't include
the www so it would simply be
yourdomain.com slash hook and slice now
I made that up right obviously you would
take your actual landing page exactly as
it is you would put it in and again
leave off all the HTTP and the HTTP etc
etc again I like to leave it at the
maximum
180 days and I would name this the hook
and slice audience name right I would
come up with something that's relevant
to this audience that would allow me to
understand who they are and then what I
would do is I would create this audience
I would go right back in and I would
start one for my longest drive are you
feeling you know for those landing pages
that say are you feeling like all your
friends are out driving you on the on
the Golf Links you know do you want to
learn how to add thirty yards to your
drive with one small shift in how you
hold your shoulders and that's the
opt-in that you're giving them and then
you can retarget them with prop with
products and with info products and more
information that's going to help them
solve their biggest problem which is
different from the hook and slice people
and you can talk to them differently
through your advertisements so you run
all your different ads and your
different funnels on one website
building that one brand up in the eyes
of every type of golfer but yet you have
your Facebook advertising and
retargeting set up in such a manner that
people who come into your ecosystem
based on hooks and slices will see more
content and offers to help them fix
their hooks or slices people who come in
because they're not driving the ball as
far as they want we'll see more offers
in content based on how to drive the
ball farther right does that make sense
I hope you're tracking with me here
because there's a lot of power here
another way you can use this is if you
have a large content based website you
can then have your retargeting pixel on
all of your blog posts and any of your
blog posts that have to do with hooking
or slicing right you can add that blog
post in here and then when a user finds
your blog post from Google about how to
solve the hook or the slice in their
swing when they go back to Facebook you
can then retarget them with your opt-in
offer that's going to be a Content
upgrade to help them solve their problem
of hooking and slicing the ball the same
applies to driving the ball longer and
straighter right so you could say if you
have blog content that's getting 200 300
visits
okay from Google organic you could
retarget those people when they go back
to Facebook with a free offer a paid
offer or something that offers them more
of what they've already looked at on
your website because you know the fact
that they searched on Google how to hit
the ball farther then they found your
content and they read through your page
you know that they're interested in
hitting on longer drives so you can
retarget them with more information and
products to help them accomplish that
goal
does that make sense I think it does and
I think you're starting to get the power
in this so that's how you use this tool
and what I do is I consider all of my
main verticals within my content right
so we have this big website that has
something like a thousand different web
pages but in there there's really about
four to six different buckets that most
people fit within I set up retargeting
audiences based on all of these buckets
and what it might end up looking like is
this so what I just did is I just added
a few different domains again this is an
example domain I don't have your domain
com it's not a real golf domain but I'm
trying to show you what you do here is
you add every single blog post or every
single piece of content on your website
could be pages could be post could be
squeeze pages could be advertorials if
you want it doesn't really matter but
you take every page that you have about
a specific topic and you grow one big
audience here with this tool and then
you create the audience and you would
name it right like your domain / hook
and slice visitors because they're not
leads they're just visitors at this
point and then we would save this
audience takes a half hour and then boom
what we can do once this is created is
you can go in and create a custom
look-alike audience based on this and
YouTube are excuse me Facebook will say
okay
you have 15,000 people who have all
visited these pages then Facebook has
160 data points on all of us and it says
all right so of these 15,000 people will
visit your website they're all kind of
like this and you can go create an
audience of 2.1 million people in the
USA who are most similar to the people
who have visited this page allowing you
to grow and expand your audience based
on Facebook's data right Facebook is by
far the most kind of aggressive Data
Miner on people in the world right it's
actually mildly scary when you learn at
how much data Facebook gathers on all of
us but here is an advertiser you
actually get to leverage that data and
you get to leverage the big kind of
machine that is Facebook's data
aggregation system and you could say hey
Facebook here's 15,000 people who really
like this content show me two million
people just like them and guess what
happens when Facebook does that is you
get a really targeted audience that
people who have a very high likelihood
of liking more of your golf content and
it's a better audience to split test two
than to go simply focus on interests and
age demographics it's a little bit more
targeting it targeted excuse me and
that's why running this pixel and doing
these custom audiences is so powerful
for you in your business I hope this is
making sense and again if you have
separate funnels then you would be able
to use one audience for funnel if you
have blog posts and funnels about
certain topics if you have four main
topics that your website covers boom
this is how you go about it if you're a
weight loss site and you have fat
burning content muscle building content
recipes you could then create audiences
based on all of those create look-alike
audiences you can retarget these you can
target new audiences and you can give
them content similar to what they're
going to like which increases your
conversions it lowers your cost it
increases your relevant score everything
in marketing works better when you use
some of these advanced tactics all right
let's keep going because this is not the
only one we got one more really cool
tool that I want to show you all within
this tool and this is people who have
reached certain pages but not other
pages now this is where you can
take someone who has entered your sales
funnel right they've entered they went
to your checkout page but they didn't
make it to your thank-you page so this
means they read your sales letter they
were interested enough in what you're
offering to click the Buy Now button
they went to your checkout page but they
didn't finish checking out for some
reason maybe they were standing in line
of the grocery store and it was their
turn to start interacting with the the
clerk who works at the grocery store
they put their phone away they really
think about it they went back home later
they opened up their browser they didn't
even know they didn't remember where
they were at and they left and all you
need to do is retarget that person with
another ad saying hey didn't you want to
get that thing or you could retarget
them with saying hey I noticed you were
interested in our product XYZ do you
want 15% off use code Facebook is cool
at checkout and then you could try to
reintroduce them giving them discounts
to get them back in your content so how
you would do that here is you would put
you would include people who visit your
actual checkout page right so your
domain comm slash checkout and people
who do not visit I probably thought of
the longest possible Thank You page name
right there okay so this is how you
would set this up right so it's people
who have been to this page but have not
been to this page and if you're
wondering what's another way to try to
retarget them without actually giving
them a discount maybe you're doing drop
shipping maybe your margins are really
thin or maybe you just don't want to
devalue your product I totally get it or
maybe your shopping cart can't handle
coupon codes I totally get it what you
can do is run what I like to call a
three reasons why ad and also a customer
testimonial ad the three reason why ad
is based on the philosophy that most of
the time when people do not purchase
from you the reason for that is they
didn't have enough information it's an
education issue
they haven't moved far enough along into
the phases of being a prospect to where
they actually are problem aware they're
not
solution aware they're not sure their
product to wear yet they're still
solution aware so if you can give them
an ad that gives them the three reasons
why your widget solves their biggest
problem that can be enough to bridge the
gap from solution awareness to product
awareness and your product is the one
they're aware of in solving the problem
that they know they have and then you
can get them to actually conduct a
checkout and on this kind of an ad i
would i would link them either to the
sales page or directly to the checkout
page i would test both it depends on the
circumstances in that situation another
way you can use this so there was the
three reasons why there's also the
customer testimonial ad and this is to
just go collect the testimonials and say
hey check out what our other customers
have been saying about our product and
you can literally make a really long ad
that's just got testimonial after
testimonial sam cart did a study and
they found that five testimonials on the
checkout page was actually the sweet
spot they got lower conversions with
three and lower conversions with seven
the highest conversions was at five
testimonials so you might try five but
again you're going to need to test that
for yourself and find out what exactly
works best and this is also very true
for the same thing with your opt-in page
right someone who reaches your often
page so like your domain comm slash free
thing you know i'm getting creative with
my urls here so like somebody who goes
to the free item write your opt-in page
but they don't make it to your thank-you
page because they didn't actually opt-in
you can create a separate audience
around these people and the first thing
i would do is i would exclude them from
your original ad set and that's because
if someone clicks on your ad doesn't
take an action there's no need to keep
showing them the same ad the odds of
them kind of actually converting on a
second time go down so much that you can
cause more harm getting yourself
negative feedback on your ad because
they're like I'm tired of seeing this
stop showing me this ad I already said I
didn't want this right so if you exclude
this audience from your main look-alike
audience that you're marketing to you
won't have that problem because once
they click and visit your your landing
page your opt-in page
age they'll automatically be removed or
excluded from seeing that add again then
what you can do is show them a separate
advertisement that takes a different
approach so in the golfer idea again
right you could have the hooker slide
hey you have a problem with your hooker
slice click here and we'll show you the
three secrets they click they look they
didn't opt in great they're removed from
the hook and slice audience but now they
can see the drive the ball longer ad for
the drive the ball longer and you can
literally attempt them on funnel one
then attempt them on funnel two and then
attempt them on funnel three to see if
maybe a different approach a different
problem and solution is actually what
they're interested in what's really cool
about this it takes a little bit of
setup to get it all right but once you
get this set up you're simply focused on
bringing in the top level of traffic
right into the first step and then it
does the sorting for you and you can
track on all three of these funnels and
all three of these click-through rates
which one which approach which angle
seems to get the highest click-through
rates on your abs and which ones get the
highest opt-in rates and that can
actually help you identify what your
most valuable approach is and sometimes
running three separate funnels for
awhile will simply show you that funnel
see is doing so much better than a and B
eliminate funnels a and B and only focus
on the one that's working with all of
your advertising dollars it takes
testing to know what actually works and
these are kind of some ways you can use
their custom audiences to do that sort
of testing another way you can do this
it's really fun is you can do someone
who made it to the to the thank you page
for opting in right so thanks for
subscribing Paige but they did not make
it to
cool product page so now you can also
target people and this is essentially a
Leeds audience who has not even seen a
sales message got me so when someone's a
lead it hasn't even seen a sales message
you can attempt to display an
advertisement to them for a product
that's going to solve their biggest
problem now if you have an OT o in place
which is a one-time offer that displays
the moment that they opt-in they've
already seen an offer but if you don't
have that in place you can use an
audience like this to once you do have
an OT o you can then go retarget
everyone who became a became an opt-in
but hasn't seen that or any other
products yet through this kind of an
audience it's a really powerful
marketing mechanism and that I think is
going to conclude it for this video I
wanted to show you this create audience
area because this stuff is really really
powerful there is again people who
haven't visited in a certain amount of
time so if you have a site that you know
if you want to target people who were at
your site six five four months ago but
haven't been there for three months this
is how you would do that I'm personally
not using that so I'm not really an
expert I don't see how that fits into my
business but if you have that fitting in
your business obviously you can set that
up for yourself and then again there's
custom combinations we're using it kind
of you can get geeky with it and you can
set your own terms and your own
conditions I'm not going to get into
this this is hyper hyper advanced stuff
and I think for most people this one
right here is when they're visiting
certain pages but they're not visiting
other pages is a really powerful way for
you to segment your audiences and then
you have a separate ad set that displays
two different audiences so your first
audience is someone who's never been to
your website then you have people who
have been to your opt-in page you have
an audience of people who are leads and
you have an audience with people who are
customers and through these tools here
you can identify all of these people
very very specifically then you can go
create look-alike audiences you can
remove them from the art you can exclude
them from your marketing campaigns so
you're not showing your hey go get my
free thing ads to people who already
leads and customers that's so important
because it's going to increase your
relevance it's going to increase your
click-through rate everything your
advertising is going to work better
and then of course you can create
look-alike audiences that is just a
major way to expand your audiences to
find more people on Facebook who want
what you have
I believe Facebook's approaching 2
billion users the the volume of traffic
available on this marketplace and the
number of individuals who are interested
in whatever niche is your doing is
massive I don't care if you're doing
cupcake decorating kits or golf stuff or
to sit like shoelaces that tie
themselves I don't even know what
there's so many niches available here
and you just gotta structure your
content in a way and structure your
retargeting in a way that helps people
move themselves through their actions
and what pages they visit on your site
allow them to help themselves to move
through your funnel and this is how you
automate that entire process this is an
advanced technique I do highly recommend
getting to this point with your business
and with your Facebook advertising
because this is really where you kind of
get to out geek your competitors and you
get to make sure that your messaging is
matching your visitors at every step of
their awareness and at every step of
your funnel constantly in an automated
fashion moving your visitors deeper and
deeper into your funnel you can even set
up a custom audience here for customer
who purchased your oto right so this
could be a thank you for purchasing and
then not people who have not seen your
high ticket product so when someone has
bought but hasn't been your webinar
registration page yet they would then
automatically after they purchase they
would start to see your webinar
registration adds up all over Facebook
or they would see the ads that lead them
in to your high ticket product or your
coaching or your membership or your
higher ticket items so literally at
every step of your funnel it's as
creative as you can be and it depends on
how you've structured your funnel right
but if you want automation and Facebook
to give you bigger audiences of highly
targeted people based on the people
already taking action within your funnel
this is a tool for that and B if you
want Facebook to automatically move
people into different and deeper steps
within your
funnel 100% automated this is how you
set up those audiences and it takes a
little bit of time and again I recommend
kind of drawing it out make sure you
kind of mapped out people who did this
and didn't do this we'll see this ad set
people who did this and didn't do this
will see this ad set I write it all out
first I get all my names done that way
when I'm actually implementing it and if
I have to go to bed and wake up and
start the next day I can kind of look
down in my notepad which is like my road
map and I can look in my ad campaign my
ad manager be like okay what did I get
done where am i because it can get a
little confusing if you bite off a lot
it's totally doable and it's 100% worth
it I thank you very much for your time
and watching this Facebook advertising
tutorial I hope you found this kind of
custom audiences and this next-level
custom audiences for retargeting
audiences to be really powerful this has
absolutely been a game changer and you
can see I mean just to show you real
quick like this is how many audiences I
have so many audiences I got a scroll
way over here to get my down arrow but
like I can't show it all at once but
when I say I use this and have been
using this tool and these audience tools
for a long time I am not kidding I have
literally hundreds of audiences in here
and that has 100% been a big part of why
we've been so successful so I thank you
very much for your time I really do
appreciate it and I will see you on the
next video be sure to subscribe if you
have not already if you enjoyed this
video and you're fired up on Facebook
advertising and these custom audiences
give me a thumbs up here if you have any
questions feel free to leave them in the
comments I'm happy to answer if and when
I have time to do so and again I
appreciate you I appreciate your time
and I look forward to connecting with
you in another video
be well
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