Lessons

Lesson Info

Retargeting Lead Generation Audiences

Welcome to today's lesson. We're going to talk about how to set up the most important custom engagement audiences so that you can retarget people down the funnel. So we're going to go over how to make an audience for lead form engagement. It's an experience engagement when people go to your website and finally when someone turns into a lead and you want to upload that customer list to retarget down. So we are in the asset library in the audience tab and you can get here by clicking this hamburger menu right here, going to all tools and clicking on audiences. Then we're going to land on a page to create different audiences in this instance, click the blue create audience button and there will be three options today. We're focusing on a custom audience And then you'll see a variety of different audiences that we can pull from. In this instance we're going to start off with lead form and there will be a step one and step two, step one is defining your audience. Step two is naming your aud...

ience. So let's start here. And this first button allows us to be either abroad or specific with the criteria. So with any, you can capture people who completed any of these actions, so it's much more broad and all Is much more specific because someone has to fulfill the requirements for a certain criteria in this instance, the last 14 days and they made a purchase on our website In the past 180 days. So let's just keep it broad for now by clicking any and then we can further define this lead for my audience based on their engagement was the actual lead form. So let's say maybe they've opened the lead form but they haven't submitted yet right here. Or maybe they opened the form and that could mean they either submitted or didn't submit it. So it's much more broad or they opened and they submitted the form. So they were able to give their contact information, their email, their name and then you can then define The date ranges you want to select. So we like to go with 17 and 28 days. These, these are the most highly warm traffic that you want to get. So for now let's do one day audience, someone's, maybe we select people open, but then submit the form, we want to retarget them to remind them, hey, we saw you didn't, I thought the form or maybe they did fill out the form and then they got a lead magnet. Maybe now you want to promote the course that you have that ties into a lead magnet. Then you would click this one and then you would click on which page you want and select the form that you have. So let's use Dennis example and just see if there's any lead form. So there's no form tied to this. But when you create the lead form, you can click on a certain form, it's similar to making a video class of audience. You can select which videos you want to target off. And then finally we name the lead form in this instance. We like to use this naming convention custom underscore lead form engagement. And then for to Show that it's a one day audience, we're gonna write 1 _ day and this is the best practice we like. So we can see what this audience is about, that. It's a custom audience. It's a lead form engagement audience and it's for people who have interacted for the past one day and you can't even get more narrow. Yes. Use multiple of these different criteria. You can add it, you can write people who opened, then submit people who open and submit. So you can make sure you're always keeping track of your audiences. After you click the lead form, you can create audience and will populate in your custom audience and then another audience we can do if we go to create audience. Custom audience is instant experience. So it's going to be a similar process here. It starts with the same steps defining your audience and then naming your audience and then you're going to do the same thing. Now, the engagement is a little different for this one. It's for people who have opened and it's an experience or people who click any links in this incident experience. So I like to think about it like someone visit your website except it's native to facebook, that's why they're visiting an instant experience. So this is what we'd use because it's much more broad, but maybe you wanna click on more engaged people who have a better, stronger intent because they're clicking around the incident experience, you would click this one and then the same thing, you would want to make a one day, seven day, The 28 day audience. So we did one day on the other one, let's try a seven day. And then of course you're going to select your instant experience and then you're gonna click Which one you want like this. And then we're going to name it custom instant experience. Then we can do seven day and also you can always include more criteria or exclude having exclusion criteria. Let's say you don't want people in the past one day. So we could do that that way. We're not hitting the same audience twice. And it's unique That whoever's getting targeted from these past seven days, it's everyone including days 2-7, not they want because these are different audiences and you can also do this once you're in as manager by creating different audience and you can include on the asset level. This is another alternative you can do. And then you're gonna click create audience, you know, populate the audience. So let's just show you how it looks. It's gonna say, hey, your custom audience was created and then they'll give you options for next steps, like creating ad, then you just click done and then it'll populate the audience size here. Another custom audience. We can make going to custom audience is website traffic. So we like to have People who visit websites where we like to be able to retarget them because they are showing intent already by visiting the website and the same for others one day, seven day 28 day audiences, you can even go out more Like 90 day audiences and won 80 days. But for the start, you know, stick was 1720 because they're the most warm traffic. Then the same thing here, you can define which website visitors that you have. So maybe right now it's all website visitors and I want to exclude people who maybe already bought a product. For example, I can exclude people who have reviewed a certain page. Maybe the thank you page because it shows that people already bought the product. So we would go to people who visited specific webpages and then for example, one of our products is our dollar a day course and it's this metrics dot com slash FDD facebook dollar day. And actually after they click on this, they'll go to the thank you page. So this is the naming convention for the thank you page. And let's just say, instead of all website visitors, we want to to find a specific page we want to retard off of maybe you want to retarget off that landing page, I was saying. So I would do the name of the page, you can also look around and there's different options here. Visitors by time spent on the page from your events, your page views. But this is the basic process on how to set up a website. Custom audience at the most basic level. You're going to want to do it for all website visitors and then name your audience. So Custom W. C. A. Website custom audiences for short and then you can do 30 C 28 days. The reason we're like 28/30 is that's the window that Facebook uses in its ads software and then we can go ahead and create the audience And then have it populate and you're gonna want to repeat this for one day and seven day and as a bonus 90 day and days as well. And click done. Finally the last custom audience we're going to go over is customer fall. So now you're genuine leads. You're getting people from related forms and you're gonna want to upload them in a customer file and you can either import from male chamber using mail chimp or use a file like a C. S. V. File. So we're going to click that and you're going to have a C. S. V. File that has the list of names, the emails and whatever other criteria you have here. You know, you can have phone number, country, whatever it might be. And then you're gonna want to select the source of this upload. So because we generate leads, you're gonna click directly from customers because facebook wants to make sure that you're getting this data somewhere that it's not just some shady business going on that you were given permission to get this data so you can retarget people, then you're gonna upload the C. S. V. File, then you can rename it. So custom customer list and maybe you can even be more specific with it like a lead form customer list or maybe you're getting leads from facebook or or maybe instagram or another platform. You'll just define where the sources from or maybe it's a live event and you actually had people write their names down, you'll just write the event name and then you're gonna want to put the date that way, you know that how updated this list is. So the year, you can put the months and the date. That way we know when it was created. And then we're just going to upload the C. S. V. And click next. Then facebook is going to have us make sure that the data is matching up. You'll see your spreadsheet where you say all the names that's on the list and you just want to match it up to first name two names, last name, two last names, phone number to his phone number and so on. And then you just click next and you'll create it. And that is how you create a customer custom audience. To let's recap, we were able to make an instant experience engagement audience. So we have seven day here but you're also going to want to do a one day and 28 day audience. Have a website custom audience. We made a 28 day one. You're gonna also want to do this for one day, seven day as bonus, 90 day and 1 80 days. And then also there is lead form custom audience and then your customer file custom audience. And this is going to allow you to retarget people down the funnel because we know multiple touches is how people interact just like the real world. We'd like to engage with people as people establishing trust and over time people will start getting to know you, they start to like you and then they'll trust you to invest in your product to invest in your customer and your client services. So the power of the custom audience is so key when you are building on your campaigns. So I hope that you use this information and implement immediately make your custom audience and then move on to the next step