0:03
And now we're going to set up another advertising campaign for people who visit our home page and one of our collection page or all of our collection pages. We're going to hop in in the Facebook Ads Manager and set this up and have a really fun ad example to show you. So let's hop in and take a look. So here we are inside of the Facebook Ads Manager. Again, we have our tabs, campaign, ad sets, and ads. On the Campaign tab, we're going to click the Create button.
0:29
And it's a similar process to what we did for product page retargeting. We're going to choose our objective, which is the conversion objective. From there, we're going to scroll down, and we're going to name our campaign. My naming convention includes the date and the type of campaign that lives. So this campaign is going to be 12-20-2020, or whatever the date is, home page and store page visitors in the last 14 days.
0:55
我要继续,而是单击继续n. Now, from here, I want to name my ad set, which is going to be a similar name. It's going to be who I'm targeting. In this case, it's home page and store visitors in the last 14 days. I'll go ahead and name that. Now we're going to scroll down and choose our conversion objective. As a reminder, whatever conversion objective you choose, you want to have at least 50 of them happening per week.
1:21
And if you don't quite have 50, that's OK. I would recommend starting with the Add to Cart conversion objective. So you can select Add to Cart right here. And as you're building up and your store's growing, you're getting more purchases, you can later switch that out to the purchase objective. Now we're going to scroll down on the Ad Set level and select our audience. In this case, I want people who visit my home page and the store page, on my store-- my store only has one collection, I call the store page-- in the last 14 days.
1:50
所以我要选择这些观众s. So you can see I've selected both audiences-- store visitors in the last 14 days, home visitors in the last 14 days. Now here's where things get a little complex. I am actually going to exclude product page visitors. So I'm going to go ahead and click this Exclude button, and I'm going to put in here product page visitors in the last 14 days.
2:19
And now, this is only going to show the people who visited the store and the home page but did not visit a product page. Because, remember, I want to target product page visitors with different ads that are specific to the products. This setting, this group of folks who were home page and store page visitors, I want to target them with just, hey, here I am, we still exist-- reminder ads.
2:41
所以我实际上不包括产品页面fr的游客om this ad set. Now, as we scroll down, we get the opportunity to set the location that our ads show in. Now, for me, I know that my buyers' in the United States. I'm going to go ahead and leave that there, and I'm going to set the age range because I also happen to have the data that my buyers are 45 and over, some almost like 45-plus, and I'm going to select women because all my buyers are women.
3:04
Again, in a later video, I'm going to show you how to look at your data and see what the age range is, who our buying are, where people live, and some other data points. In a later video, we'll review data so you'll be able to see this and then use it to optimize your campaigns in the future. It's coming in a later video. As we continue here, I'm going to scroll down. I'm going to leave all of this the same, and I'm going to leave Automatic Placements enabled-- much better than forcing all your allocation into a specific placement.
3:33
So I'm going to let Facebook decide what placements my ads are going to run in. Over here, on the budget, I'm going to go ahead and start with a budget of $5 per day. You can increase this budget over time. I'd recommend starting at $5 just to get it up and get some ads going. And if you find that you're not getting enough reach, which we'll look at when we look at the analytics, you can raise that budget.
3:58
As we continue to scroll down here, all of our settings on the Ad Set level are perfect. You don't need to modify any of this stuff here on the Budget and Schedule section. So we're going to click the Continue button, and we're actually going to build the Ad Creative. Here we get to name our Ad. Again, I'm going to call this Creative Number 1. As I scroll down, make sure that you have the proper Facebook and Instagram accounts selected, and you get the opportunity to select an ad format.
4:26
We're going for a single image or single video. Again, the reason we use single images is it gets you most of the way there. It's super easy to implement, and you don't have to get too complex with it. We get the most benefit for the minimum effort, which is the goal of this course. Scroll down. We actually get to upload our image. So I'm going to go ahead and click the Upload Images button. I'm going to grab one of these images that I downloaded here.
4:52
I'm going to click Open. And what you're going to see is that this image is actually one that is not focused on products, but it's actually focused here, as you can see it. It's focused on who my consumer is. I'm making a identity affirmation statement on the ad itself. The text overlay on the ad has a statement that says, "Every age is beautiful." Now, women who are over 45 are having the experience of people telling them that their value is declining-- anti-wrinkle, anti-age-- that they're getting this messaging that they are getting worse over time.
5:26
We are coming out with a statement on our ad that is, "You're beautiful as you are now." So notice that it's not about the product but it is affirming one of our viewpoints as a brand that our customers also hold, that reminds them who we are and why we exist. It's the perfect ad for this group of people-- home page visitors, collection visitors who have not yet seen a product. Now I'm going to fill in the text headline and URL for the ad, and then I'll talk to you about it.
6:00
All right, so I've gone ahead and filled in the text section. You can see, we're starting with the five-star emojis and a customer testimonial again because that's also a great way to let people know that you're cool, that other people like you. Then we have a link call-to-action and a note that says, "Hundreds of thousands of women use BOOM!" or, in your case, maybe, "Hundreds of people have bought this product.
6:23
Are you interested?" We say, "Hundreds of thousands of women use BOOM! Do you?" Question mark so it's compelling, it's interesting, it's asking a question. We're a big fan of asking questions in our ad copy. We find it keeps people engaged. Now you move in to the image. You'll notice we're showing off someone who looks like the person who would be buying our product. We've got the nice colored background. We've got the border around the image. We have the text overlay.
6:47
And when you see where we are linking to, we're linking to our main collection. I would recommend for people who visit your home page and your collection page that you actually link to whatever the main most popular set of items that you have is-- the most popular collection. In our case, we only have one collection of items, so we link there. For our headline call-to-action and our newsfeed link description, we say, "BOOM!
7:14
Loved by customers." And then we repeat the sentence that we used above in the ad copy. "Hundreds of women use BOOM! Do you?" Question mark so you can use for your newsfeed link description something that you wrote above. It's totally OK to reuse copy. And then one final thing is I would also recommend changing the call-to-action from a "Learn More," which is Facebook's default, to "Shop Now." Because, again, you want people to know that they're going there to shop.
7:39
So I'm going to go ahead and change this from "Learn More" right down here to "Shop Now," and that will change that on the ad itself. From here, I'm all set. All I have to do is click the green Confirm button, and my ad is live for people who visited my home or visited my collection in the last 14 days. I would again recommend doing this; people in the last three days, people in the last 14 days, and people in the last 28 days, and the same way that we excluded product page visitors from our audience.
8:16
When you set up the 14-day audience, you can exclude people in the last three days. When you set up the 28-day audience, you can exclude people who visited in the last 14 days. So each of those buckets is seeing unique creative. I'm actually going to set up one more ad and talk you through it so you see another ad example, and then we'll move on. Here's our second ad. You'll notice that it just has a simple text overlay with our brand to remind people who we are.
8:44
Facebook recommends, whenever possible, including your logo or your brand name on your actual ad images. We've found that, oftentimes, text overlay that's a little more salesy works better. But sometimes we do include our brand, like you see here. We've got a woman's face who looks like the people who are buying our ads, and we've got a picture of our product going on the face using the same sales copy, the same text above the ad, the same headline, the same call-to-action.
9:11
We just have a different image, which allows Facebook to figure out which of these two is going to perform better. So again, I highly recommend having at least two images and no more than four in each one of your ad sets. In this case, we got a little bit different of a spin on it where we're focusing more on the person's face, more on the product, more on the brand recognition. And, by the way, if you're going to go for brand recognition, do it in the home page and collection page retargeting pillar.
9:35
Don't do it in product page retargeting. Use that to really focus on the products. But this one, you can do a little more branding. You can do a little bit more "This is who we are. This is what we stand for." So this is the second ad that I wanted to show you-- a little bit different but following a lot of our principles of square ads taking up more real estate. This ad has performed really well for us in the past. I'm actually showing you ads that we are currently running or have run in the past. So that's it for home page retargeting.
9:58
Go ahead and set up home page and collection page retargeting. Capture the folks who visit but are not quite interested enough to check out a product. Remind them that you exist. Tell them that other people like you. Remind them of things that you believe as a brand and what you stand for. Show off your products and get that click of people who are interested in shopping. In the next video, we're going to talk about the Shopping Cart-- people who abandon it, how to get them back.
10:23
68% of people will abandon your shopping cart, and we want to get them back in there because those are actually the hottest prospects in the remarketing pillar. So I'll see you in that video where we dive into shopping cart retargeting.
