YouTube is the second largest search engine.

If you’re not advertising on YouTube then you are potentially missing out on some serious conversions.

Money shooting out of a computer screen with the YouTube logo displayed.
Let’s make some money with YouTube ads!

YouTube is not just a platform to share and upload adorable puppy videos. It is the new generations form of television and you know how attention-grabbing television ads were in the past.

You have probably seen the 6-second video ads before your YouTube video and thought “Wow my ads would look awesome here!” Then you tried to Google “how to advertise on YouTube” and there’s an overwhelming amount of information.

Well, don’t give up because we have the ultimate guide to help you advertise on YouTube.

By the time you finish this article, you would learn how to navigate the new Adwords interface in order to build your YouTube campaign, understand YouTube targeting, launch your own remarketing, and how to optimize your YouTube campaigns.

Why Advertise on YouTube?

First, what are YouTube ads? YouTube advertising is a part of Google AdWords. YouTube advertising allows not just marketers, but anyone to advertise on the YouTube platform. You have the power to choose who sees your ads and what videos will your ads appear in.

So why should you advertise on YouTube?

YouTube ads are trackable. Unlike traditional television ads, every click is tracked. Marketers have the knowledge they need to increase ad spending for successful ads or to pause poor performing ones.

YouTube ads are affordable for everyone. In some cases, YouTube video ads cost as low as $0.10 per view. Who wouldn’t want ads this cheap? This helps marketers drive affordable conversions and show off their brands to more customers.

YouTube allows you to choose the audience you want to target. This is powerful because depending on your product or services a certain group of people will be more willing to convert. You can choose the viewers’ demographics and interests. Advertisers can also choose the type of videos and specific keywords. You have an unlimited amount of choices to play around with.

Now that you know what YouTube ads are and its benefits, let’s get started!

Best Audience Targeting Method for YouTube Ads

Creating Your Buyer Persona

You can improve your ad targeting by creating a list of traits, characteristics, and demographics of your ideal customer. YouTube ads target videos that potential customers are watching.

To find these customers, you need to ask yourself:

  1. What topics are my customers most interested in?
  2. Are there major influencers or brands that will create videos my target audience will watch?
  3. What kind of channels will my customers subscribe to on YouTube?
  4. What do they type in when looking for videos of interest?
  5. What keyword tend to appear on the page when they’re watching such videos?

You can use tools like Facebook’s Audience Insight to learn more about the broad range of interests your audience might have. The most important information would be related to “Page Likes”. Use these interests and page likes to target your potential audiences.

Main YouTube Formats

There are three video formats that you can work with when running a video ad:

In-stream Ads

In-stream ads will appear before, during, or after a video. Viewers can skip these ads after 5 seconds of viewing.

Bumper Ads

Bumper ads do not give viewers the option to skip these ads. They are generally designed to raise brand awareness. These ads have to be 6 seconds or less.

Video Discovery Ads

Video discovery ads appear in YouTube Search results located next to related videos and on the homepage.

When running a Video Discovery campaign, isolate your approach in order for your ads to show on search listing and ‘related’ video section. This is useful if you know what keywords you want to target.

Ultimate Guide on Running Ads on YouTube

When making video ads, make things simple and keep these 5 basic ad formats in mind. If you can’t think of any video ideas, these ad formats can be your inspiration. These ads are tested and proven to have great results. But don’t be afraid to be creative.

Five basic video ad formats for YouTube ads. This includes talking head, animation, slideshow, product demonstration, and story.

YouTube Ad Tools From YouTube

Director App

This YouTube app is designed to help you create a video ad with only your phone. The director app walks you through the process of creating a YouTube ad with templates. Once you select a template, the app will take you through the process of what to say, when you need to say it, and how you need to record your video to produce high-quality ads. Then you can upload and even promote your ads directly from your phone. Visit the YouTube for Business channel to see examples of ads created with the Director App.

Note: It is recommended that you only use your phone to upload your videos, but not to edit your ads. You can have more control over the whole process with a desktop device.

YouTube Director Onsite

YouTube will send professional filmmakers to work with you to create a great ad. You can only use this option once you spent over $150 on running YouTube ads. It’s a relatively new option, so it is available in select locations like the U.S. and U.K.

You can go to YouTube Ad Creation Website to see if you’re eligible.

So how does it work?

First is the planning stage where you choose a video template, and YouTube will match you with a filmmaker to help you write your script.

Next is the shooting stage. Filmmakers will come to you to shoot, edit, and deliver your video in the same day.

Last is the advertising stage. Ad specialists will get your video ad set up to help you reach the right audience for your business.

How to Setup Your YouTube Ad

To start off, go to AdWords and click ‘Campaign+’ to create a new campaign. Then select ‘create a campaign without a goal’s guidance’ because you want complete control on all customization and inputs.

Creating a campaign without a goal's guidance on Google Adwords.

After that click ‘Video’.

The option of creating video ad being selected on Google Adwords.

Then ‘Custom video campaign’.

Custom video campaign being selected in the campaign subtype category within Google Adwords.

Here are the steps to create a Video Discovery Ad.

1) Give your campaign a name to easily identify it.

2) Choose your campaign budget. You can choose between ‘Daily’ or ‘Campaign Total’. You can also pick the Delivery Method of ‘Standard’ or ‘Accelerated’. If you want to spend money quickly use ‘accelerated’, but ‘standard’ would work for the majority of your campaigns.

3) Set your start and end date. This step is not as important. If you choose to not do anything in this category, AdWords automatically selects ‘As soon as ads are approved’ for the start date and ‘None’ as your end date.

But this feature would be great to play around with for holiday deals or any discounts within a given time frame.

4) Pick your bidding strategy. Choose ‘Maximum CPV’. This allows you to set up the maximum amount you are willing to pay per view.

5) Choose your network. It depends on what your campaign goals are and where you want your ads to appear. You can pick between:

YouTube Search which are ads that appear solely in YouTube Search results.

YouTube Videos that appear on the homepage, watch, and channel pages only.

Video Partners that extends the reach of video ads to sites and apps in the Google Display Network.

It is best to not mix different networks when running campaigns because you can have more control. More of your budget will be spent on search results to help you obtain more data in less time.

If you pick YouTube Video Network, your budget is spread out, and now you have to monitor the performance of 3 different ad locations. This makes it harder to draw insight.

6) Set a language. You can choose your audience’s spoken language. ‘All language’ is the default option unless you choose to change it.

7) Pick your locations. You can pick to either exclude or target a certain location. You can target as big as a country or even more granular by targeting specific cities.

8) Assign your inventory type. This is a new AdWords’ feature that allows you to choose where your content appears. You are allowed to choose between these 3 inventory types.

Expanded inventory allows your ads to appear on most contents which include sensitive contents. However, your ads won’t appear on extremely sensitive contents like nudity, excessive profanity, and graphic violence. This option will allow you cheaper ads, but your ads might appear in non-customer friendly content.

Standard inventory lets your ads show on content that’s appropriate to most brands. They have the same exclusions as expanded inventory but also exclude repeated strong profanity, violence either real or dramatized, and discussion of sex.

Limited inventory excludes the most sensitive content. This option excludes moderate profanity and moderate sexually suggestive content.

9) Decide on excluded content. Here you will choose what exactly you want to exclude. But with future AdWords updates, inventory type will replace this feature.

10) Select excluded types and labels. You can choose to exclude certain content types like embedded videos, live streaming videos, or games. You also have the option to choose digital content labels to exclude general audiences, most audiences with parental guidance, and mature audiences.

11) Setup Additional settings. This category allows you the option to optimize for devices, frequency capping, and ad schedule.

12) Name your ad group.

13) Choose your ad group bid. In this category, you are given the option to add ‘Top content bid adjustment’. This allows you to increase your bid by a set percentage in order to be competitive in advertising on popular content on YouTube or Display Network.

14) Fill out ‘Create your video ad’ section. To select your video, you need to upload your video on to YouTube. Then copy and paste the URL of the video.

15) Select your video ad format.

Video discovery ad being selected as the video ad format within Adwords.

16) After you select ‘Video discovery ad’ for your ad format, you can choose your thumbnail and write your Headline, Description 1, Description 2, and Ad Name.

In-stream ads are next. Here are the steps to set them up.

Follow the steps in Video Discovery Ad above until you reach ‘Create your video’ section because the steps are the same.

1) Copy and paste your URL.

2) Select ‘In-stream ad’.

3) Then you need to provide ‘Display URL’ and a ‘Final URL’ for your ad.

The Display URL is what people see on your ad.

The Final URL is the website that people will be taken to if they take action and click on your ad.

4) Include a call to action, but this step is optional.

5) Add a companion banner.

Companion banner is a banner that will appear alongside a video ad. You can either have Google create one for you or you can create one yourself. This is only seen on computers.

6) Name your ad.

7) Click save and continue.

Now we are going to go over bumper ads.

Follow the steps in ‘Video Discovery Ad’. But, you would change the bidding strategy for bumper ads. Switch ‘Maximum CPV’ to ‘Target CPM’.

Note: You’re paying on a CPM basis (for every 1000 impressions). People can’t skip your ads, so you don’t have the option to pay when people choose to watch your ads.

1) Copy and paste your URL.

Your video has to be 6 seconds or less.

2) Provide your ‘Final URL’ and ‘Display URL’.

3) Choose your companion banner option.

4) Write your ad name.

5) Click save and continue.

Basic YouTube Ad Targeting Tips

YouTube Search Ads

When running a YouTube Search Network campaign, it is a good idea to target based on keywords. You can set up keyword targeting by selecting ‘Keywords’ from the ‘Content’ section.

How do you know which keywords you should be targeting?

You need to know your niche. Keyword Planner will also help you. However, you can’t use ‘exact match’ keywords when targeting keywords on YouTube. There is ‘Contextual targeting’ which creates a theme related to the keyword provided. If you want greater control over keywords that trigger your ads, keep your keyword selection tight, and create separate ad groups for different keyword groups and themes.

Note: The Placement feature can be very useful if you want to run YouTube Video in ‘related section’ and not in ‘search results’. Placements can have your video ads show next to videos that your audience normally watches.

Custom Affinity targeting also works well for getting your videos to appear next to the right videos.

YouTube Video Ads

Relevance is the key to video ads. One technique is to target the videos that people will view after searching for a popular keyword related to your niche.

To do this, first, go to ‘Placement’ targeting. You can type your topic into the search bar and you would be given related videos.

It’s a good idea to filter the search results by ‘Channel’. By targeting a channel, you can uncover and ultimately target a bunch of videos that share a similar theme to what you are trying to promote. Note the URL for the selected videos and channels, so that it can be targeted later.

Not all videos and channels will have monetization enabled, so some videos and channels will not show your ads. This means you can’t show your ads on them.

Now that you have the URL, go back to AdWords and enter them in the ‘Placements’ section. To do this, go to the ‘Targeting’ section and click on ‘Narrow your targeting (optional)’.

Then select ‘Placements’ from the drop-down menu. You’ll notice the option to ‘Search for Placements’ within this section. This option can be useful, but will not necessarily give you a good sense of the top videos people will see after typing a given search term. When adding placements manually, you need to copy and paste them into the ‘Add manually’ section. After pasting, click ‘Add placements’ to make sure you’re targeting them.  

Then click done to see the ‘typical’ bid range has changed. You want to start with the lower end of the bid range to see how the platform works, then gradually raise the bid. To make sure your ad is not displaying on less popular videos, it could be a good idea to use ‘popular video bid adjustment’ feature.

You might want to separate ad campaigns for different placements to make it easier to see which placements are driving the best results at what cost.

On the right-hand side, suggestions are provided in terms of how many impressions you’ll achieve, given your current daily budget and bidding settings.

Bumper Ads

There are two approaches for bumper ads targeting. The goal of bumper ads is to build awareness rather than direct sales.

The first approach is targeting interests and topics as opposed to placements or keywords. When you are targeting interests, you can work with two audiences, affinity, and in-market. Affinity audiences relate to audiences that are interested in certain topics and would be interested in learning more about it. In-market audiences are those that are actively looking to buy something.

When using interests or topics targeting, you may want to simultaneously set up ‘Demographics’ targeting for your ad, so your ads can be shown to a subset of people within the interests and topics you select.

The typical bids here are higher due to the cost per 1000 views. Also, experiment with ‘Popular videos bid adjustments’.

Click save then wait for your ad to be approved.

Advanced Targeting Tips

Custom Affinity Audience

This feature allows you to create an audience of your own to target. Custom affinity audience targeting lets marketers target customers’ interests that best fits what you’re selling. This provides another avenue where marketers can test to maximize results.

Here are the steps to set up your custom affinity audience. Remember that your custom affinity audience would be available to other campaigns.

1) First, go into an existing ‘Display campaign’.

2) Click the Audience tab.

3) Then edit your audience.

4) Go into the ‘Browse’ tab.

5) Click ‘What their interests and habits are’.

This section will provide you with a list of affinity audiences that you can select from.

You can also create a custom affinity audience by clicking the bottom button. This will allow you more control and customization of who to reach. These are the steps to create your own custom affinity audience.

1) Create your audience name.

2) Write a description (Optional).

3) Define your audience.

You can add relevant interests, URL, places, or apps. It is recommended to add at least 5 to improve targeting quality.

4) Click create and save.

How to Launch Remarketing on YouTube Ads

You can show ads to people who have visited your website, interacted with your brand on YouTube in some way, and provided you with their email address, as long as Google can match their email to a Google account.

Follow these steps to build your own remarketing YouTube ad.

Go to ‘Campaign’ section of AdWords and then click on ‘Audiences’.

If you want to remarket to people who visited your website, you’ll need to set up a remarketing tag. You should be notified of this as soon as you hit the Audiences page.

  1. Click on ‘manual targeting’.
  2. Select ‘Browse’ category.
  3. Choose the option ‘How they have interacted with your business’
  4. Choose ‘Website visitors’.

Here you can set a parameter of who should be added to the remarketing list.

If you want to remarket to people who interacted with your brand on YouTube follow these steps:

1) Select ‘Tools’ on the top right corner.

2) Go to the ‘Shared Library’ section.

3) Click on ‘Audience Manager’.

4) Click on ‘+’ and ‘YouTube users’.

5) You will get a list of different parameters to choose from depending on your ad’s purpose in ‘List members’.

6) Choose your ‘Initial list size’.

7) Decide on your membership duration.

This is the amount of time someone will stay on your remarketing list after interacting with your business.

Quick Tips on Optimization

Views & Engagement:

It is a good idea to review the ‘View rate’ for each of your targeting methods. View rate lets us know how many people watched and engaged with your ad compared to how many people were exposed to the ad overall. This will let you know which targeting methods are working and don’t.

Remember to install conversion tracking, so that you can directly identify which targeting methods are driving the most or the cheapest conversions.

If you find that your view rate is low, then it might mean your targeting is off, or your video is not engaging. If your view rate is high, but there are low conversions, it may be that the video gives away too much info, leaving no curiosity as people feel no need to learn more. It could also be that there is no clear or compelling call to action.

Bidding:

Youtube ads are subject to the same bidding strategies and methodologies that govern paid search, display and shopping ads on Google, with the exception of an additional bid strategy available only for Youtube ads: cost per view, or CPV. In our experience, CPV bidding doesn’t tend to deliver as strong of results as our CPC bid strategy used across other Google Adwords mediums. However, your mileage may vary and test extensively is always encouraged.

Conclusion

I hope this guide helped you realize that anyone can advertise on YouTube, not just marketers. Setting up your YouTube ads is as easy as following instructions to bake a cake. Follow these steps and you can see your business on YouTube soon.

After reading this guide, which YouTube video ad format will you use?


You recently launched your Shopify site.

You spent all night working on it.

Fueled by coffee and determination, you pressed the green button and it’s now LIVE!

A arm pointing at a rocket blasting out of a computer screen leaving a cloud of smoke behind.
Just launched Shopify site.

However, you look at your sales dashboard.

Your heart sinks into the floor.

0 sales.

A big, fat goose egg. 

People are flocking to the site, but they don’t seem to be ready to buy.

Believe it or not, people don’t always follow a straight path from visiting to purchase.

Sounds like you?

We’ll be guiding you step by step on how to create a world class remarketing strategy on Facebook.

Keep reading on for the exact steps on how to execute this!

Who is a retargeted customer?

Picture your customer, Beth.

However, Beth is a user who has NOT made the decision to buy and become a customer.

Beth stumbled upon one of your ads and engaged with it. She ended up on your website but never made a purchase. So close, yet so far…

There are a ton of users like Beth.

You must understand them in order to target them correctly.

Strategic marketers (like you) will target these users based on previous engagements with the goal of a conversion.

Let’s begin with the idea of a marketing funnel.

Steps to the marketing funnel for Remarketing Campaigns
jetfuel.agency’s Marketing Funnel

You can see the steps a user needs to experience before converting.

The retargeted customer is in the third stage of the marketing funnel.

Users at this stage are most likely decided on a product but are worried about a few things.

Those things can be fear, uncertainty, doubt, etc.

Your job is to convince them to finish the purchase.

How should our Facebook audiences look?

When creating these audiences on Facebook, you will separate them into different audiences.

As an example, you will be creating audiences for 1 Day, 7 Day, 14 Day, and 30 Day retargeting. This allows you to retarget audiences based on the time they engaged.

With segments based on when they engaged, you can convince users with a different messages based on where they are in the marketing funnel – and get on site and make a purchase.

The categories for making the retargeted customer audiences will include:

  • All Page Visitors
  • All Product Page Visitors
  • All Add to Cart Visitors
  • All Checkout Visitors
  • Top 10% Time On Site
  • PageViews – Frequency 2+

This categorizes the users by their actions.

Targeting by action will optimize the user experience, ultimately reaching a conversion.

Why will this optimize your user’s experience?

Each category depends on the user’s actions and journey down the funnel.

Remember how each stage in the funnel reflects their interaction on site.

The message sent to your user who abandoned a page 30 days ago will be slightly different from the user who was on site only one day ago.

You want to make sure your message covers components like urgency, ad goal, tone of voice, audience relevancy, and more.

4 stages of a customer's interaction with a business.

For example, what is the difference in messaging for a 1 day cart abandoner vs. a 30 day product view abandoner?

Let’s compare Johnny and Jenny’s individual shopping experiences.

Johnny and Jenny are both interested in buying new yoga clothes from the same brand.

Johnny recently discovered this brand and was on site one day ago. He added a few things to his shopping cart, but didn’t make it to checkout. This made him a 1 day cart abandoner.

The ad sent to Johnny should be relevant to the items in his cart and his placement in the “commitment” stage of the funnel.

On the other hand, Jenny is familiar with this brand, but never committed to a purchase. However, the last time she was on site was 30 days ago. She viewed a few products but never added them to her cart. This made her a 30 day product view abandoner.

The ad sent to Jenny should be relevant to the items she viewed along with her being in the “interest” stage in the funnel. Because she took a lower value action, she is less committed and will likely need more convincing to trust the brand and its products.

Ad Creation for Retargeted Customers

Your audiences are set, now you’re ready to send them ads.

Since these users engaged with your brand before, they already know the basics. They’ve been hit with previous ads, so it’s time to get creative.

You want to create ads that are different for each audience day period (1 Day, 7 Day, etc.)

1 Day retargeting should have a different ad copy and creative than 7 Day, 14 Day, and 30 Day.

Why? Imagine if you were getting retargeting ads for a candy bar company.

The same ad appearing 30 days straight would not convince you to buy a candy bar.

If anything, it gets annoying and turns you away.

You want to send a variety of quality ads over time, so the customer will be eased into converting.

Alright, you know the overview, now let’s build it: step by step.

Step 1: Create the audiences on Facebook

  • Log onto business.facebook.com
  • On the top left, click the 3 horizontal dashes
  • Select Audiences under Asset
Selecting the Audiences category in Facebook Business Manager.

Here are the step by step instructions on building out each category of audiences for retargeted customers.

All Page Visitors (1 Day)

  1. Click Create Audience
Selecting custom audience from Facebook Business Manager.
  • Select Custom Audience
  • Select Website Traffic
  • Make sure the company’s Pixel is selected
  • In the dropdown menu, select All Website Visitors
  • Enter 1 when it says in the past __ days
Selecting audience targeting in the categories "All website visitors" in the past 1 day.
  • Type in Audience Name – Company Name 1 Day RT (Pixel)
  • Click Show description
  • In Description, type – pixel – Your Initials
  • Repeat Steps 1-9 and change 1 day to 7 days.
  • Repeat Steps 1-9 and change 1 day to 14 days.
  • Repeat Steps 1-9 and change 1 day to 30 days.

All Product Page Visitors (1 Day) – The URL depends on the company

  1. Click Create Audience
  2. Select Custom Audience
  3. Select Website Traffic
  4. Make sure the company’s Pixel is selected
  5. In the dropdown menu, select People who visited specific web page
  6. Enter 1 when it says in the past __ days
  7. In URL Contains, type “/product”
Targeting URL that contains "product" in Facebook Business Manager.
  • Type in Audience Name – Company Name Product Page 1 Day RT (URL)
  • Click Show description
  • In Description, type – product – Your Initials
  • Repeat Steps 1-9 and change 1 day to 7 days.
  • Repeat Steps 1-9 and change 1 day to 14 days.
  • Repeat Steps 1-9 and change 1 day to 30 days.

All Add to Cart Visitors (1 Day)

  1. Click Create Audience
  2. Select Custom Audience
  3. Select Website Traffic
  4. Make sure the company’s Pixel is selected
  5. In the dropdown menu, select AddToCart
Selecting "AddToCart" option on Facebook Business Manager.
  • Enter 1 when it says in the past __ days
  • Type in Audience Name – Company Name Add To Cart 1 Day RT (Pixel)
  • Click Show description
  • In Description, type – pixel – Your Initials
  • Repeat Steps 1-9 and change 1 day to 7 days.
  • Repeat Steps 1-9 and change 1 day to 14 days. Repeat Steps 1-9 and change 1 day to 30 days.

All Checkout Visitors (1 Day)

  1. Click Create Audience
  2. Select Custom Audience
  3. Select Website Traffic
  4. Make sure the company’s Pixel is selected
  5. In the dropdown menu, select InitiateCheckout
InitiateCheckOut option selected on Facebook Business Manager.
  • Enter 1 when it says in the past __ days
  • Type in Audience Name – Company Name Checkout 1 Day RT (Pixel)
  • Click Show description
  • In Description, type – pixel – Your Initials
  • Repeat Steps 1-9 and change 1 day to 7 days.
  • Repeat Steps 1-9 and change 1 day to 14 days.
  • Steps 1-9 and change 1 day to 30 days.

Top 10% Time On Site (1 Day)

  1. Click Create Audience
  2. Select Custom Audience
  3. Select Website Traffic
  4. Make sure the company’s Pixel is selected
  5. In the dropdown menu, select Visitors by time spent
  6. Enter 1 when it says in the past __ days and choose the Top 10% in dropdown
Selecting the option to target audience based on their time spent on Facebook Business Manager.
  • Type in Audience Name – Company Name Top 10% Time On Site 1 Day RT (Pixel)
  • Click Show description
  • In Description, type – pixel – Your Initials
  • Repeat Steps 1-9 and change 1 day to 7 days.
  • Repeat Steps 1-9 and change 1 day to 14 days.
  • Steps 1-9 and change 1 day to 30 days.

PageView Frequency 2+ (1 Day)

  1. Click Create Audience
  2. Select Custom Audience
  3. Select Website Traffic
  4. Make sure the company’s Pixel is selected
  5. In the dropdown menu, select PageView
  6. Enter 1 when it says in the past __ days and refine by Frequency
  7. Choose frequency to be greater than or equal to “2”
Selecting audience targeting on Facebook Business Manager based on page view for users that have visited 2 or more times.
  • Type in Audience Name – Company Name PageView Freq 2+ 1 Day RT (Pixel)
  • Click Show description
  • In Description, type – pixel – Your Initials
  • Repeat Steps 1-10 and change 1 day to 7 days.
  • Repeat Steps 1-10 and change 1 day to 14 days.
  • Steps 1-10 and change 1 day to 30 days.

Boom. Now you know how to create all the different audiences needed for retargeted customers. On to the next one.

Step 2: Create the campaign

If you’re new to Facebook marketing, here’s an overview on what a campaign is.

A campaign tells Facebook what you’re trying to accomplish, like “conversions.”

There are various buying types and the most common is “auction.” This type tells Facebook to send your ad based on how much you spend.

So if your budget is high, Facebook uses their algorithm to send your ads to the best performing audiences.

Moving forward, we have two different options for our ads: DPA or non-DPA.

A visitor's journey from how they left your website and received a Facebook ad that redirects them back to your website.

What is DPA? It stands for Dynamic Product Ads.

DPA allows Facebook to use data and dynamically display products your user would most likely purchase.

This is effective for retargeted customers since they already browsed on-site, giving useful data.

Has this ever happened to you?

You’re online shopping on your favorite clothing store and end up with a few items in your cart. You’re not ready to purchase so you exit the site.

Few days later, you see the items in your abandoned cart pop up in a Facebook ad.

Yup, that’s the magic of DPA.

However, there have been cases where retargeted customers react better to ads without DPA, so it’s best to test both.

Here’s a quick tip: When creating Dynamic Ads, you want to consider audience exclusions. With audience exclusions, you can set up targeting rules to avoid showing some products in your dynamic ads. This allows you to be very specific with who sees the ad and what they see.

Why is this important?

Exclusions are based on products in your catalog, allowing you to get specific with your audience.

For example, an audience exclusion can be made to target users who viewed products on your website but didn’t purchase anything within the past 30 days.

Learn more about audience exclusions here: https://www.facebook.com/business/help/165516217407801

Here are the steps to creating a DPA and non-DPA campaign.

DPA campaign:

  1. Click on the green “+ Create” button
Selecting the Create button from Facebook Business Manager to create a new campaign.
  • Enter Campaign Name as something similar “Initials – Retargeted Customer – DPA – Initials”
  • Keep buying type as “Auction” and change Campaign Objective to “Catalog Sales”
Selecting the option "Catalog sales" for the campaign objective on Facebook Business Manager.
  • Update the Catalog to whichever product feed you would like to be pulled

Non-DPA Campaign:

  1. Click on the green “+ Create” button
  2. Enter Campaign Name as something similar “Retargeted Customer – NonDPA – Initials”
  3. Keep buying type as “Auction” and change Campaign Objective to “Conversions”

All steps are same as a DPA campaign, except for the Campaign Objective being “conversions.”

Step 3: Set up your Ad Sets

An Ad Set tells Facebook who and what you want to target.

It’s where you can set the spending amount and where the ad goes. This is where your audiences will be placed.

A person pointing at a tablet that they are holding with different clothing options like shoes, purse, and glasses.

For our retargeted customer campaigns, our Ad Sets will include the different audiences like All Page Visitors, All Checkout Visitors, etc.

Remember, you want to create ad sets for DPA and non-DPA.

DPA Ad Sets:

  1. Go to the Ad Set level and click on the green “+ Create” button
  2. Make sure that your ad set will be made in the Retargeted Customer campaign that you are building from.
  3. Create a new ad set with each of the audiences that were made in Step 1: Create the Audiences on Facebook.
  4. Input the following structure for the name of the ad set: “[Placement Initial] Audience X Day RT + [18-65+] + M/F”
    1. Placement Initials are the following [D] for Desktop // [M] for Mobile // [I-St] for Instagram Stories // [R] for Right Desktop // [I] for Instagram
    1. “X Day RT” would be for 1 Day, 7 Day, 14 Day, or even 30 Day RT
    1. 18-65+ is for the different age targeting – you want to start with 18-65+ and then narrow down by what the data shows
    1. “M/F” is for Male and Female targeting – again you want to start with both unless we know that the brand is 100% sure that only one will “work”
  5. Once Step 4 is finished, you may “Skip Ad” and “Save to Draft”
  6. Make sure that the Promoted Products have the correct Product Set that you want pulled from for your dynamic ads.
  7. Add in the custom audience from Step 1: Create the Audiences on Facebook. An audience can be “Company Name Checkout 1 Day RT (Pixel)” audience. You will need to create ad sets for the remaining time durations such as 7 Day, 14 Day, and 30 Day before the campaign is complete.
  8. Choose the placement you would like to be targeted. The main placements are Desktop only, Mobile only, Instagram only, and Instagram Story only.
  9. For optimization and delivery, make sure that the ad delivery is based off “Conversion Events.” The event type is “Purchase.” The conversion window is 1 Day Click and the bid strategy for now is Lowest Cost.
  10. Once updated, you may publish.
  11. Repeat Step 1-10 and create for the rest of the audiences in Step 1: Create the Audiences on Facebook.

Non-DPA Ad Sets:

When creating a Non-DPA ad set, you may follow steps 1-5 for DPA ad sets.

You will then continue with step 6: Make sure the Conversion Event Location is under “Website > Purchase”

7. Add in the custom audience from Step 1: Create the Audiences on Facebook. You will need to create ad sets for the remaining time durations such as 7 Day, 14 Day, and 30 Day in the future.

8: Choose the placement that you would like to be targeted. The main placements are Desktop only, Mobile only, Instagram only, and Instagram Story only.

9: For optimization and delivery, make sure that the ad delivery is based off “Conversions.” The conversion window is 1 Day Click or View and the bid strategy for now is Lowest Cost.

10. Once updated, you may publish.

11: Repeat Step 1-10 and create for the rest of the audiences.

Step 4: Create the Ads

We’re almost done building our Facebook retargeting campaign.

It’s time to create your ads.

Steps for creating ads:

  1. Go to the Ad level and click on the green “+ Create” button
  2. Make sure that the ad you’re creating is set to the correct campaign and ad set
  3. You may create the ad with the following naming structure → “Ad_1”
  4. You may “save to draft”
  5. Now that you have made the outline of the ad, you may start to edit the ad.
  6. Look at the following for directions for the “Creative” section.
    1. You can continue to create the type of ad that is needed for the type of audience as well as the RT time period.

Remember, all time period retargeting should have different ads!

This means that 1 Day retargeting ads should be different from 7 Day, 14 Day, and 30 Day.

Here is an example of variations in retargeting ads.

  • 1 Day = Carousel Video Ad
    • 7 Day = Single Image Ad
    • 14 Day = Carousel Ad
    • 30 Day = Collection Ad

Why should you do this?

This is important because if a user is hit with all the different day retargeting sections (1 Day, 7 Day, etc.), they will not see the same ad repeatedly. Each time they are hit with an ad, it should be increasing in information and hold more value in helping them convert.

While creating your ads, keep this checklist in mind to have the best quality ad possible.

Subsection Checklist for Ad Creation:

  1. Is there value in the text, headline, and description? Think value props, discount, offers, branding, and more.
    1. Is the URL correct?
    1. Did you input URL parameters in the tracking section? (utm_source, utm_medium, utm_campaign, utm_content)
  2. Once you’ve gone over the checklist you may publish and start running your ads for retargeted customers.
A cape wearing super hero flying upwards over a sales related bar graph trending upwards.

You’ve done it! You created all the components needed to run a world class remarketing campaign on Facebook.


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