How To Retarget In Facebook Ads Like A Pro | Facebook Ads Custom & Lookalike Audience 2025

Summary

In this video, the speaker explains how to create and optimize custom and lookalike audiences for Facebook Ads. He highlights the importance of consistent performance, citing an average ROAS of 5.29 in October and 5.44 in early November. The speaker demonstrates audience segmentation, showing how to target website visitors based on behaviors like time spent, and exclude those who have already made a purchase to avoid wasted spend. Additionally, the video covers the process of creating lookalike audiences based on custom ones, offering strategies for more effective ad targeting and improved sales outcomes.

Takeaways

• 😀 Consistent results in retargeting ads are crucial, with a 5.44 ROAS from November 1st-7th, which is higher than October's 5.29 ROAS.
• 😀 Creating custom audiences based on user interactions (e.g., website visits, time spent on pages) is a key strategy for optimizing retargeting ads.
• 😀 Custom audiences can be refined by excluding users who have already made a purchase to avoid wasting ad spend on them.
• 😀 Setting the right time frame (e.g., 30 days or 180 days) for audience creation helps target the most relevant users who are likely to convert.
• 😀 Using 'Visitor by Time Spent' as an audience segment helps target users who engage more deeply with your website, increasing the chances of conversion.
• 😀 Lookalike audiences are effective for scaling ads by targeting users similar to your best-performing customers.
• 😀 When creating lookalike audiences, it's important to choose an appropriate similarity percentage (e.g., 1%) to get the best results.
• 😀 Segmenting audiences based on specific pages visited (e.g., collection pages) allows for highly targeted retargeting ads.
• 😀 You can create a more advanced custom audience by combining actions, such as users who spent a certain amount of time on your website without purchasing.
• 😀 Regularly optimizing your custom and lookalike audiences ensures that you're reaching the right users and not wasting ad spend on irrelevant segments.

Q & A

What is the significance of using retargeting ads in digital marketing?

Retargeting ads are crucial because they allow businesses to re-engage visitors who have already interacted with their brand, increasing the chances of conversion. It focuses on users who are already familiar with the business, making them more likely to complete a purchase.

How consistent was the Return on Ad Spend (ROAS) from October to November?

The ROAS remained consistent, with a value of 5.29 in October and 5.44 from November 1 to 7. This demonstrates the stable performance of retargeting ads, highlighting their effectiveness over time.

Why is creating custom audiences important for retargeting?

Creating custom audiences allows businesses to specifically target people who have previously interacted with their brand. By segmenting users based on their behavior, such as visiting the website or viewing specific products, businesses can tailor ads to more qualified leads.

How do you create a custom audience for retargeting?

To create a custom audience, go to the 'Audience' section in the ad manager, select 'Create Audience,' and choose 'Custom Audience.' From there, you can define the audience based on various behaviors such as website visits, product views, or time spent on the site.

What are some of the key audience segmentation strategies for retargeting?

Key strategies for audience segmentation include targeting users based on specific actions, such as visiting a certain page, spending a certain amount of time on the website, or initiating a checkout without completing the purchase.

How can you refine your custom audience based on website behavior?

You can refine custom audiences by selecting specific behaviors like time spent on the site or pages visited. For instance, you can target users who spent more than 25% of their time on your website, signaling stronger intent to purchase.

What role does the 180-day time frame play in audience segmentation?

A 180-day time frame helps capture a broader audience of website visitors, which is useful for businesses with longer sales cycles. It ensures that users who visited your site in the past six months are included in the retargeting efforts.

How can you exclude customers who have already made a purchase from your custom audience?

To avoid wasting ad budget on users who have already converted, you can exclude customers who have made a purchase by setting the audience filters accordingly, ensuring that only non-purchasers are targeted.

What is a look-alike audience, and how does it differ from a custom audience?

A look-alike audience is a new audience created based on the traits and behaviors of your best-performing customers. Unlike custom audiences, which target existing users, look-alike audiences help you reach new, similar users who are likely to convert.

What is the optimal size for a look-alike audience?

The optimal size for a look-alike audience is typically 1% to 2% of the target population. A smaller audience (1%) is more closely matched to your existing customers, which leads to better targeting and higher conversion rates.