Are you ready to start generating profitable leads or sales from your Facebook ads?
Does your targeting already include people that already know your business?
In this article, you’ll discover how to create a Facebook ad campaign that targets people that have already engaged with your business.
Understanding the Facebook ad funnel
Before we begin breaking down how to create this type of Facebook ad campaign, you first need to understand where in your ad funnel this campaign type sits.
A successful Facebook ad funnel is comprised of three stages- Awareness, Engagement Remarketing (Level 1) and Website Remarketing (Level 2).
At the agency, we call it the ALL Framework and it allows you to move someone from a complete stranger who has never encountered your brand or business, to a paying customer by showing the right ads to the right people at the right time.
This Facebook ad campaign type is part of the Engagement Remarketing stage and sits alongside a video remarketing campaign which aims to target people who have watched the video content you positioned at the Awareness stage of the ad funnel.
This Engagement Remarketing (Level 1) campaign targets “warm” audiences; this is a smaller audience section consisting of people that have previously engaged with your business on Facebook or Instagram and involves creating Page and Profile custom audiences.
By targeting “warm” engagement audiences you’ll be able to see a higher engagement rate and better conversion rates compared to your cold audience, as you can capitalise on the fact that your audience already knows your brand and business as they have interacted with your organic posts or other ads.
Start by creating Page and Profile custom audiences
Before you begin the creative process of coming up with your first Facebook ad campaign, you want to first create the target audience. To do this, navigate to your Audience Dashboard by clicking on the main menu and select Audiences from the dropdown list.
Next, click on Create audience in the Audience Dashboard and from the dropdown click on Custom audience.
This will open the Custom Audience menu where you’ll see a number of different options you can use to target ads at people that have previously engaged with your business either on Facebook own properties or on your website.
In the Custom Audiences menu from the “Use Facebook Sources” section, click on Facebook Page.
Now, in the Facebook page engagement creation window, you’ll see two steps. The first step, in the “Add People to your audience” section, is to select your Facebook page and move to the engagement condition field.
You’ll find six different options:
- Everyone who engaged with your page
- People who visited your page
- Ad or Post engagement
- Engaged with the call to action button on your page
- Sent a message to your page
- Saved a post of yours
Select Ad or Post engagement, with this condition, it ensures you’re targeting people who have engaged with a page Post or Ad and includes reactions (Like, Love, Haha, Wow, Sad, Angry), shares, comments, link clicks and carousel swipes only, thus excluding everyone else.
Next, we’ll go over how to set your audience duration. This can be defined as the number of days that people will remain in your audience after previously engaging with your Ads or Post. People will be removed from this audience grouping after the chosen time duration set by you passes unless they engage with your ads or organic posts again.
The maximum duration that can be set currently is 365 days, although in this case, you want to start with 180 days. You’ll be creating multiple engagement custom audiences, so it’s a great idea to begin using a set naming condition allows you to easily manage them.
For example, PEA – Facebook Ad Engagement – Last 180 Days. PEA stands for Page Engagement Audience – Facebook Ad Engagement tells you the platform and engagement condition and Last 180 days shows the audience duration.
Begin repeating this process to create four other Page Engagement Audiences using the same engagement condition but each with the following audience durations: 90, 60, 30 and 14 days; this will allow you to test multiple audience’s duration times to find the most effective audience.
Each audience which corresponds to its specified time duration condition will give different results since they are comprised of different sizes, different levels of responsiveness, and so will produce different results.
Once you’ve created these audiences, repeat this whole process for the Instagram Profile Engagement custom audience.
To do this, click on Create Audience, then Custom Audience, ensuring this time you select your Instagram Profile from the custom audience menu, which will open a similar custom audience creation window.
After you’ve chosen your Instagram business profile, select the ad/profile engagement condition. Then, set your first audience duration to last 180 days and name your audience using similar naming best practices like PEA – IG Ad Engagement – Last 180 Days and click Create.
Follow the process outlined earlier to create the remaining Instagram profile engagement custom audiences, following the process outlined earlier in the article, but set the time duration to the following: 90, 60, 30 and 14 day durations.
Create an Engagement Remarketing Campaign
Now, having created the audience successfully, we can move on to creating the actual campaign, starting with the objective.
For the larger engagement custom audiences you’ve created, you want to use the Conversion objective and for smaller audiences, you should use the Traffic objective first and then do an objective switch once the number of conversions starts increasing.
Pro Tip: If your engagement audience begins with more than 50k people already, start with the Conversion objective, making sure to optimise for the lowest action in your funnel such as Purchase. If you have under 50k start by using the Traffic objective and optimising for landing page views.
In this example, we are going to use the Conversion objective. In your Ads Manager dashboard click on create and then in the Quick Creation workflow name your campaign and select the Conversions from the Objective dropdown list.
Choose a suitable name for your ad set and ad then click on Save to draft. Once the edit window opens, navigate to the ad set level of your campaign by using either the top navigation in the edit window or the side navigation on the left side, see screenshot below for more details.
Now, in the ad set, choose the conversion event that you want to optimise for. Depending on your business type and niche, you want to use the event that is the lowest in your particular sales funnel, for example, Purchase or Contact. Scroll down, past dynamic creative and offer to the budget and schedule section.
Next, we get to correctly setting your budget. The most important thing to understand about budgets is that the size of your ad budget dictates your audience reach – however, be sure not to set the budget prematurely too high compared to your audience size, as this will result in ad fatigue issues very quickly. Although, it’s worth noting that if you set it too low, it’ll take longer to see results.
Determining the optimal budget is an individual process for each and every business. To do this correctly, you need to gather data once the campaign goes live, and make adjustments correspondingly to your business goals.
However, if you are at a complete loss as to where to start in terms of setting an ad budget, start lower at $15-$20 per day if your audience size is under 50k. If it is over 50k start higher at $20-$60 per day.
Move on to the Audience section and in the Custom audiences’ field make sure to select the largest of your Facebook engagement custom audiences, the 180 day audience duration.
Unless your audience is comprised of defined age or gender demographics, keep the age, gender, languages and detailed targeting section open, due to the narrowing down of your audience already having been implemented, as a result of the engagement condition.
Now we get to set your placement. If you are using the Conversion objective along with the lowest event action in your funnel, like Purchases, start with automatic placements. The reason for this is that Facebook will push your optimisation to the most effective placement that has the highest quality of audience that is most likely to convert, typically Feeds on Facebook and Instagram.
However, if you start with the Traffic objective along with the landing page view optimisation due to you having a smaller audience size, make sure to avoid automatic placements, as this will result in low cost, low-quality visitors to your Facebook ad since the platform pushes your reach to this particular audience network.
Continuing with the example, it’s OK to leave automatic placements selected and move to the optimisation and delivery section of the Ad Set.
In the optimisation and delivery section of your ad set, you can leave the default settings selected, optimising for conversions with the 7 days click and 1 day view conversion window selected.
Position a product or service offer in your ad
Finally, we can move onto the last step in your campaign creation process, which is to create your ad. To do this, make your way over to the ad level of your campaign by clicking on the ad headline at the top of the edit window or main navigation on the left side of the screen.
Once at the ad level, you’ll be presented with four sections: Identity, Create Ad, Languages and Tracking.
In the Identity section select your Facebook page and Instagram profile from the dropdown list.
In the create ad section, you can begin building your ad just as you would normally with any other campaign. There is no right or wrong ad format to use when creating your Facebook ad, but what is important is what you position in your ad through your ad copy and any images used.
Since warm audiences are being targeted at this stage of your ad funnel, your audience is comprised of people who already know your business as they have previously engaged, allowing you to position a product or service offering.
When building the ad, make sure to use the SBA copy method for your ad copy since this will ensure your ad is optimised for getting the highest ROAS possible, followed by linking to the specific product or service page, not your Homepage. Also, include relevant creatives, images or videos, of the product or service you are offering.
The SBA Copy Method is made up of the Snap, Benefit and Action. The Snap will aim to grab the reader attention in the first line of copy. What exactly this first line of copy says will heavily depend on your brand voice, audience demographic and obviously what product or service offer you present in this campaign.
For example, eCommerce companies could offer a product discount, one of the most effective methods to get a new customer to convert for the eCommerce niche. For this example, the Snap would be the discount and the specific code to use at checkout, such as “Get 10% OFF when you spend over $50 using the discount code FB10.”
The Snap is then followed by the Benefit. Here, list the core features of your product or service, ensuring to highlight the benefit of each. When it comes to writing effective ad copy, simply just listing features isn’t enough, people want to know how those features benefit them and are much more likely to convert with this knowledge.
The third and final part of the SBA copy method is the Action. Here you explicitly state the action your target audience needs to take in order to take advantage of the offer you’ve positioned in your Facebook ad; this is also known as a ‘Call To Action’.
Keeping with the eCommerce example, the action you’d include would be a sentence at the end of your ad copy such as “Click the link below to shop now” or “Tap the Shop Now button to get started”.
Finally, once your Facebook ad has been created, ensure that your Facebook pixel is enabled in the Tracking section and publish your campaign before setting your ad live. Pay particular attention to tracking as often when you duplicate ads (which we’ll cover next) by default the Facebook pixel is turned off.
Quick recap! You’ve created your engagement custom audiences for Facebook and Instagram, set your campaign objective, Facebook ad set targeting for the largest Facebook engagement audience and built your offer ad. Then, published the campaign.
Create a new ad set in your campaign targeting your largest Instagram engagement audience.
Duplicating the ad set you just launched is the next step to creating our campaign, but simply change the custom audience to your largest Instagram engagement custom audience.
To do this, navigate to the ad set level of the campaign you just created. Select your ad set and click on the duplicate button.
Once the duplication window opens, make sure to leave the original campaign selected and then click on the duplicate. This will result in the creation of an identical ad set and ad in draft form, located below your existing one.
Edit your ad set and remember to change the name to something relevant to reflect that the audience for this ad is on Instagram, and optimising for Instagram engagement.
In the audiences section of your new draft ad set, make sure to delete the Facebook page engagement audience from the custom audience field and to then select your largest Instagram engagement audience, the 180 day duration audience, the same as you did for the Facebook engagement ad set.
Use the Post ID Method to select the original ad
Finally, navigate to the ad level of your new ad set and use the Post ID method which will allow you to select the original version of the ad you published in the first Facebook engagement ad set.
At first glance, looking at what you’ve just created in your new ad set, it will appear to be identical to your original one. However, if you were to go ahead and publish this ad, Facebook would treat it as a completely separate new ad and give it a unique ad ID so you wouldn’t keep any social proof that is building on the original ad. This is quite significant since Instagram is a primarily interactive platform and successful ads gain momentum and see a high ROI with a heavy reliance on social proof.
Instead of using that new ad, click on use Existing post. Then click on Select Post and this will open the post matrix. Filter by Ad Posts and then select the original ad you created for this campaign.
Finally, with the original Facebook ad being used in this new draft ad set, targeting your Instagram engagement custom audience, check that your Facebook pixel is turned on in the Tracking section and click on Review and Publish to set it live.
Start driving new leads or sales for your business with Engagement Remarketing campaigns that target people who have already interacted with your business on Facebook and Instagram.
When implemented correctly they can be a great source of high-quality traffic that not only converts at the time of ad click but also populates your website custom audiences, who then go on to buy when shown your Website Remarketing campaigns.
What do you think?
Are you using Facebook or Instagram engagement custom audiences in your advertising?
Let me know in the comments below!
Charlie is an advertising strategist, writer, speaker, and agency owner. He’s the Founder and CEO of Gecko Squared, a Facebook and Instagram advertising agency that specialises in working with high growth clients from around the world including eCommerce, software and professional service businesses. He’s been planning and buying digital media for over 9 years since he started his first business aged just 18. Stay in touch by liking his Facebook Page (Charlie Lawrance).