Retargeting Ads

Now that I’ve run video Ads to 3 different audiences (see my earlier posts), it’s time to send a second video to the people that watched at least 25% of the first video.

I had some decisions to make here:

Do I want to run another Video Views Ad, without any real call to action? This would help warm up the audience a bit more.

Or would I run a Conversion Ad? In this case that would mean Facebook would show the Ad to people who would be likely to sign up for my free website course.

I chose to go for a Conversion Ad. I wanted people to sign up for the free course after all! 🙂

I created a second video, explaining the 4 techie things people need when starting their own website. It also includes a call to action to sign up to the course.

Setting up a Conversion Ad

When running a Conversion Ad, Facebook tries to show your Ad to people that are likely to Convert. Conversion can mean different things. In my case, it would mean that someone would sign up for my free website course.

You need to let Facebook know when a person has converted. You can do this (automatically, luckily!) by adding a specific piece of code to the Thank You page of the course. Once someone ends up on that page, the code will tell Facebook that that person was there. Only people that signed up for the course will end up on the Thank You page, so that’s how Facebook knows which person indeed signed up. Facebook will then try to show your Ad to more people that are likely to convert. In this case I used the “lead” part of the Facebook pixel for this.

Issues with double opt-in

I’m using double opt-in for my newsletter and course sign-up. It’s pretty hard to run a Facebook Conversion Ad when you’re using this. I ended up adding the Lead pixel on the page that tells people to go check their email and confirm their subscription. Some people may never click that link, so they don’t end up on my list or in my course. Facebook still counts them as leads though. I still need to figure out a way to deal with this better!

Ad 4 – Objective

The objective of this ad: Conversions. I wanted people to sign up for my free course and to get onto my email list.

Ad 4 – Ad Set

This Ad ran to an audience of people that watched at least 25% of my first video. They could have seen this video through one of my 3 earlier Ads.

Ad 4 – Placement

Regarding Ad Placement, I chose to only run the Ad in the Facebook News Feed.

Ad 4 – Budget

I ran this Ad for €5.00/day.

Ad 4 – Results

This Ad ran from 1 – 6 June 2017, and here are the results:

For a Conversion Ad, the most important metric is the number of leads you get and at what price.

This Ad resulted in 4 leads, at €7.89/lead.

  • Daily budget: €5.00
  • Relevance score: 5
  • Total Ad-spend: €31.55
  • Number of leads: 4
  • Cost per lead: €7.89

The leads didn’t go into the course

This Ad gave me 4 leads which means that 4 people landed on the Thank You page. Out of those 4, only 2 clicked the confirmation link inside the email they received. (See above for the double opt-in issue I describe there). This means out of the 4 only 2 people ended up on my email list.

Out of those 2, only 1 actually logged into the course. This person hasn’t taken any steps inside the course yet, which also means they haven’t purchased webhosting/WordPress theme yet, the items which make me referral money if they do.

Why I turned this Ad off

A Facebook Expert told me it wasn’t the best idea to run a video as a Conversion Ad.

Also, the relevance score was only 5.

Now that I think of it, I maybe should have let this one run a little longer. I’ll think about reactivating this one again! For now, I’m trying something different, see below.

Next steps

The Facebook expert suggested I run an image as a Conversion Ad, instead of the video. I also wanted to try to run the Video as a Video Views ad instead of a Conversion Ad, and still use the call to action to sign up for the course. Let’s see what happens!