Wondering how to stay top of mind with a warm audience?
In this article, you'll learn how to set up a sequence of Facebook video ads to keep warm Facebook audiences engaged with your business.
#1: Identify High-Performing Facebook Video Ads
The first step is to identify what’s working in your Facebook video ad campaigns.
In Ads Manager, you’ll find a lot of data you can use to evaluate the performance of your Facebook video ads. For this purpose, take a look at two key views: Performance and Performance and Clicks. To change your view, select one of these options from the Columns drop-down menu.
Under Performance, look at the Relevance Score column. Your ads will receive a relevance score between 1 and 10, which indicates how relevant your ad content is to your audience. Look for ads with a relevance score of 7 or better.
The score is updated as people interact with your ads and provide feedback. According to Facebook, the relevance score can help test ad performance. I also use it to identify ads that are performing well because a relevance score is a good indicator of what content is resonating with your audience.
In the Performance and Clicks view, look at other markers that indicate good engagement such as click-through rate (CTR) and video views.
As a benchmark, the average CTR for Facebook ads is 0.90%. Look for Facebook video ads with a CTR of 3%-5% along with a relevance score of 7-10. These markers indicate the behavior you want to see. You can then create custom audiences based on this behavior so you can remarket to them.
#2: Create Custom Audiences Based on Top-Performing Facebook Video Ads
Now that you’ve identified Facebook video ads with good performance, use tools within Ads Manager to create custom audiences based on people who engaged with these ads.
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Create a Custom Video View Audience
First, create a custom audience of people who spent time viewing one of the Facebook video ads you identified using the criteria above. Open Facebook Ads Manager and select Audiences.
In your Audiences dashboard, click Create Audience and select Custom Audience from the drop-down menu.
On the next page, you’ll see five options for creating this custom audience. Select Engagement.
Then select Video Views.
Now you have the opportunity to select the video that this audience has engaged with. From the Engagement drop-down list, select People Who Viewed at Least 10 Seconds of Your Video. Then choose the product video you want to use to build this audience.
Finally, name this audience based on the engagement with your Facebook video ad and click Create Audience.
Build a Website Custom Audience of People Who Clicked Through Your Facebook Video Ad
You can also create a custom audience based on website visits to your product landing page.
In your Audiences dashboard, click Create Audience and select Custom Audience from the drop-down menu. Then, instead of selecting Engagement as you did with the video views custom audience, select Website Traffic.
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Here’s where you select the specific page this audience has visited. Select your Facebook pixel and choose People Who Visited Specific Web Pages from the drop-down menu. In the text box that appears, enter the URL of the product page this audience has visited.
When creating specialized audiences like this, it’s important to put rules in place due to the relatively small audience sizes. Without rules, this audience will get burned out quickly. In the Day text box, limit the behavior to a narrow window such as 1 day. This ensures people are removed from the audience after 1 day and are added back into it only if they visit that page again.
If you don’t put rules in place, the worst-case scenario is that people will get sick of you and give your ad a negative marker (such as Angry or Sad reactions), or hide your ad or unfollow your page. Negative markers can reduce the effectiveness of your ad spend and erode the good work you’ve done to get the audience in the first place.
The last step is to enter a name for your website custom audience and then click Create Audience.
#3: Deliver a Facebook Video Ad Sequence to Your Custom Audiences
Once you’ve created your custom audiences, you’re ready to set up your ad sequence. Think of these ads in the context of the audience’s history with your content. Choose content that will be highly relevant and valuable to this audience.
Consider three ad sequence scenarios: a reminder to purchase, an alternative product, or entertainment value that provokes positive emotions and keeps the audience engaged.
Option 1: Reminder to Purchase
One ad sequence is used to show this audience a different ad with the same product. It serves as a gentle reminder of why they visited your website previously.
If they engage with that ad, show them an ad for something you have or do that solves their problem. This content should provide value regardless of whether they purchased from you.
If they engage with that ad, show them something interesting or entertaining that’s related to you. You can use one of your awareness ads, essentially reminding them why they engaged with you in the first place.
The key is relationship-building and keeping the relationship warm. You have the opportunity to gain more engagement with an already interested audience. It even increases the chances of your content being shared by this audience.
Option 2: Alternative Product
A second option is to show this audience an ad with an alternative product. The product in the ad they previously clicked on may not be the right fit for them, so show them an ad that spotlights something similar.
If they engage with the ad showing a similar product, follow up with an ad showing something interesting or entertaining that’s related to you. Your awareness ads serve the purpose of reminding them why they were originally interested in you.
As with the previous ad sequence, it’s important to foster relationships and keep the audience warm. Warm audiences are more likely to engage and possibly share your content.
Option 3: Entertaining or Educational Value
If you don’t have another ad showing the same product or a similar product, keep your warm audience engaged by showing them ads that build awareness of your brand. However, be mindful not to burn this audience out. Monitor the frequency of these ads and turn them off for this audience if the frequency exceeds 3.
Pro Tip: Posting content consistently, creating a library for your content, and regularly reviewing your metrics will enable you to build an inventory of content that you know is getting good engagement.
What do you think? How do you use ad sequences in your marketing? Please share your thoughts in the comments below.
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