How to Create Retargeting Audiences from Video Views
Calling all business owners who run Facebook Ads! Watch as I walk you through a really simple tutorial that you can do by yourself with just a little guidance. I’m going to show you how to build retargeting audiences from your Facebook videos.
As I was working on one of my client’s ads, I realized this would be a great informational video for all of you to see how simple building custom retargeting audiences from Facebook videos can be. So I’m going to walk you through the steps using my client’s Ads Manager.
But first I want to take a moment to explain why retargeting audiences are so important before I go into the how.
Retargeting audiences are people who have interacted with your brand in some way, whether it be through viewing content such as a blog post, watching a video you have made, viewing a product you have on your website, downloading a content upgrade, registering for a webinar, purchasing one of your products, engaged with your Facebook page, etc. These are the people who are most likely to be interested in what you are offering. They are your warmest audience and it is in your best interest to segment them, track them, and remarket to them in the future. They tend to have the highest ROI’s and can deliver some seriously enviable social proof on your ads. This is what makes Facebook so powerful. You can literally start building these retargeting audiences from day one, even if you don’t have a website or Pixel. Facebook gives you options such as “video views” to build seed audiences from and that is what I am about to explain below. You ready?
In the video, you can see my client has about 20,000 video views right now, but as you follow across the columns, there’s more data and you can see the video views decrease or have an inverse relationship with the percentage of the video watched. In simple terms, more people are watching the first 3 seconds of your video than the first 10 seconds. In this example my client is showing:
- 4,500 views for 3 seconds of the video
- 2,500 views for 50% of video
- 1,400 views for 95% of the video
Why are these numbers important? Because the more time a viewer spends watching your video, the more engaged they are with your brand, and the more likely they are to purchase from you! This is super cool information because Facebook lets you create Custom Audiences based on how much time someone spent watching your video.
So now, how do you create a Custom Audience from a video?
Open up your Ads Manager and follow the steps below:
Step 1: Select Ads Manager
Step 2: Select Audience
Step 3: Select Create Audience
Step 4: Select Custom Audience
Now, the video views falls under Engagements, so select Engagements and select the Video Views option. This is where you will create a list of people who have spent time watching your video!
For this specific client, I’m going to set up different audiences based on the length of time the viewers watched the video.
Now you will select which video you want to retarget. After you select the video you want to retarget, save the title of the Custom Audience as a name that you would easily recognize. For me, I like to write the video name and the length of days the audience spans since I can create multiple audiences from the same video based on the percentage they watched or days that have gone by since they watched the video. And DONE! Literally, it’s that simple.
Now I’m going to go back and do the exact same thing and create audiences for those who watched the video for 25%, 50%, 75%, and 95% because we are going to split these audiences up into different ad sets.
If you want to do the same, as you create the new audiences from the same video and set up your ads, make sure you exclude the previous Custom Audience you just created so that you are not advertising to them twice. So, for example, if I have an audience of 25% video views and an audience of 50% video views, I’ll want to make sure to exclude the 25% video views on the ad set level when creating an ad targeting the 50% video views if I am also creating an ad set targeting 25% video views. It sounds confusing, but just think that everyone in the 50% bucket has also watched 25% of the video, so if you have an ad set targeting 25% views and an ad set targeting 50% views, you’ll want to exclude the 25% views in the 50% views ad since you are already advertising to that audience in a separate ad set.
For the audiences that weren’t as engaged and only watched the video for 3 or 10 seconds, we are going to nurture them and build that know, like, and trust relationship, and for those who watched the video 95% of the way, we can retarget them with a product ad or a call to action that nudges them to take that next step and make a purchase.
Pretty powerful stuff, eh?
I encourage you to start testing videos on Facebook and build those custom audiences. Even if you have nothing to market at the moment, or your audience is currently small, it still is building that audience for you in the background while you sleep. So one day in the future should you want to market to them, you can.
Have you posted videos on your Facebook business page? Tell me what the most successful one was and why you think it got so many views!
If you want to see more FREE Facebook ad tutorial videos, check out my Tutorials Page for tons of valuable nuggets.
Questions? Drop them in the comments below and I’ll be happy to answer!