In his presentation, Martin will talk about how to create and use retargeting audiences on Facebook. As he puts it: ”This is where the money is”. Retargeting on Facebook has developed into a new era within the past few years. Going from website retargeting – to dynamic retargeting – to creating audiences from people who interact with posts, people who open a lead ad or people who like an image on Instagram. But now it’s all about being as personal and relevant as possible. How do YOU get the most out of all the possibilities you have within Facebook?

2. v
P o s i t i v e
h i g h
R O A S
Ta r g e t t h e
r i g h t p e o p l e
What all marketers want when
doing Facebook advertising
M i n i m a l
m a i n t e n a n c e

3. How many
are
advertising
on
Facebook?
62

4. How many of you…
v
P o s i t i v e h i g h
R O A S ?
Ta r g e t t h e
r i g h t p e o p l e ?
M i n i m a l
m a i n t e n a n c e ?

5. Do
not
worry.
62

6. 1. Audiences 2. Sales funnel
THE
AGEND
A.

7. The
winning
strategy.
3. Ad message 4. Remarketing
flow

8. Founder of We Are Humans
Facebook Marketing Specialist
Martin
Sønderbæk

9. We help companies get the most
out their advertising budget on
Facebook
www.wearehumans.dk

10. Finding the people that matter the
most to your business
Remarketing audiences

11. Engagement
remarketing
From website remarketing
to
Website
+

12. Audiences based on
user engagement

13. Sales Funnel

14. Audience:
Video
Engageme
nt• 3 sec
• 10 sec
• 25%
• 50%
• 75%
• 95%

15. Audience:
Facebook
Page• Everyone who engaged
with your Page
• Anyone who visited your
Page
• People who engaged with
any post or ad
• People who clicked any
CTA-button
• People who sent a
message to your Page
• People who saved your
Page or any post

16. Audience:
Instagram
profile
• Everyone who engaged
with your Page
• Anyone who visited your
business
• People who engaged with
any post or ad
• People who sent a
message to your business
profile
• People who any post or ad

17. Audience:
Events
• People who
responded Going or
Interested
• People who have
responded Going
• People who have
responded Interested

18. Audiences based on
Customer lists

19. Audience:
E-mail list
• Newsletter
subscribers
• Customers
• Unsubscribers

20. Audiences based on
Website traffic

21. Facebook
pixel
To create these audiences you’ll
need
Remember to keep yourself updated
with Facebook’s latest data policies

22. Your most valuable
audiences

23. Audience:
Website
traffic
• All visitors
• People who visited
specific web pages
• Visitors by time spent
• Customers
• From your events

24. Audiences that will bring
you immediate value:
• Viewed 75% of your
video the past 7 days
• E-mail list
• Engaged with your
FB page the past 3
days
• Visited your website
the past 7 days
• Viewed products the
past 14 days
• Added products to
the cart the past 28
days

25. Sales Funnel
Targeting the right people, at the
right time, with the right message
62

26. Sales Funnel
62
New audiences
(lookalike, detailed
targeting)
Engagement audiences
(video views, FB page, IG
profile etc) Website traffic + subscribers
(14-180 days past visitors)
Website visitors (0-14 days,
content views, add to cart, contact
us page etc) Customers(purchase),
customer lists, leads

27. Sales Funnel: Interest
62
Engagement audiences
Audiences:
75% Video views – 7
daysEngaged with FB page 3
daysEngaged with IG profile 3
days

28. Sales Funnel: Interest
62
Engagement audiences
Message:
Benefit 1
Value 1

29. Sales Funnel: Interest
62
Engagement audiences
Goal:
Website traffic
optimize for landing page views

30. Sales Funnel:
Consideration
62
Website traffic
Audiences:
Website traffic 14-30 days
Website traffic 30-90 days
Website traffic 90-180 days
Customer list (subscribers)

31. Sales Funnel:
Consideration
62
Website traffic
Message:
Benefit 2+3+4
Value 2+3+4

32. Sales Funnel:
Consideration
62
Website traffic
Goal:
Content views
Add to cart
Soft conversion
Contact us

33. Sales Funnel: Action
62
Website traffic
Audiences:
Website traffic 0-7 days
Website traffic 7-14 days
Content views/services 21
daysadd to cart/contact/pricing 28
days

34. Sales Funnel: Action
62
Website traffic
Message:
Buy now (urgency)
Sign-up (free trial)
Promo code
Contact us

35. Sales Funnel: Action
62
Website traffic
Goal:
Add to cart
Purchase
Leads
Contact us

36. eCommerce:
Dynamic
Product Ads
64

37. eCommerce:
Dynamic
Product Ads
64

38. eCommerce:
Dynamic
Product Ads
64

39. eCommerce:
Results?
64

40. Every
eCommerce
64
Should have
dynamic product
ads running

41. Every Company
64
Should have a
customized website
remarketing flow

42. Every Company
64
Website traffic 7-14 days
Website traffic 14-30 days
Website traffic 30-60 days
Website traffic 0-7 days
Website traffic 60-180 days

43. Let’s
connect.Martin Sønderbæk
62
martin@wearehumans.dk
wearehumans.dk
@wearehumans.dk
www.wearehumans.dk