Facebook Remarketing and Creating Custom Audiences

Insights from the article:

• Social media remarketing features allow you to control the flow of users through your different types of content;
• The theory is that users follow a linear flow, called a funnel, wherein you are consciously filtering people who have the highest intent to buy, and nurturing people through different types of content so they follow through the funnel and develop the intention to buy;
• Social media remarketing is an important aspect in developing your strategies.

Funnels play a big part of how we conceptualize and execute social media marketing campaigns. Determining which form of content is for creating better awareness for your brand, eliciting interest and engagements, guiding your target market towards a purchase decision, and locking in the conversion action are all crucial towards a successful campaign. And thus, social media remarketing plays a big role in guiding your potential customers throughout this funnel.

The reason that its called a funnel, and not simply a set of several stages of a consumer journey, is that people whom you’re able to create awareness from may not be the same people who will become more interested, and the whole process of funnelling people down throughout the different stages will continue until you find your most valuable audiences who will eventually convert and buy.

A Short Guide on How Facebook Remarketing Ads Work

This part of the planning process is one of our favorite parts because of the available tools in Facebook and Instagram that allows marketers to funnel people down through different pieces of content. As we mentioned, your content should be designed in such a way that it meets the intention of users currently in that stage of the funnel (e.g. Awareness-stage content should provide overview, hooking content, and Interest-stage content means that users here are already interested to learn more about you and these content should be telling them more in-depth information about you and your products/services).

Thus, you should be able to plot out a good plan as to the different ads you will be running for each stage. One of the more effective formats of content that you can easily use for remarketing is video. Not only because of the iOS 14.5 updates that significantly reduced the ability of advertisers for remarketing, but there is a specific option in creating custom audiences that meet a criteria of watching a certain portion of your video content.

You can find these options in your Facebook Ads Manager, more specifically, through this URL: https://business.facebook.com/adsmanager/audiences. Once you land on the page, find the Create Audience button and create a Custom Audience.

For example, if you’ve created an omnibus video about your brand for awareness, introducing yourself to your target audiences and you’ve ran this material as an ad. You can then create a custom audiences of people who have watched a certain duration of this video, and target them with another video that tells a more in-depth discussion about what you do.

You can follow through this process as you thoroughly guide your audiences throughout the customer journey towards your conversion action. There are a lot more options to creating different types of custom audiences, and not just video, so make sure you spend some time in exploring these options and discover which one works the best for you.

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