Ugly Shirts Fortune Lesson 8 Retarget Your Audience on Facebook

 Here’s the truth: Most visitors that see your shirt aren’t ready to buy it. They look at it, think for a few seconds, then leave.

The worst part? Most of them probably forget about your shirt as soon as they close the tab on their web browser.

Studies suggest that online businesses and e-commerce stores manage to convert only 3% of visitors. In other words, on average, you will get just 3 sales out of 100 visitors on their first visit.

So how do you remind your visitors and keep in touch with them until they’re ready to buy your shirt?

You use Facebook Retargeting Ads.

Retargeting is a form of online advertising that brings website visitors who haven’t converted on their first visit back to an online store. When a person visits your Teespring page, a “cookie” is placed on their browser. The cookie lets Facebook recognize and follow your visitors when they are on Facebook, and displays ads to these people.

When I have a successful campaign, I run retargeting ads along with my Page Post Engagement (PPE) ads.

Retargeting ads make me an extra 20% – 50% in sales every time I run them, depending on the niche.

Unlike PPE ads, retargeting ads are served to people who have already visited our Teespring page but didn’t buy anything.

All retargeting ads that I run are profitable. CTR is higher and cost per website conversion is always way lower compared to PPE ads.

The reason is very simple: the people that I run retargeting ads to are those who have shown interest by clicking my PPE ads earlier. I am now targeting the precise audience rather than the generalized audience that may or may not be interested.

You want to start launching your retargeting ads when your PPE campaign turns out to be a winner. I usually start my retargeting ad 1-2 days after I hit a winner.

Running a retargeting ad is pretty simple. Here are the steps:

#1: Create a “custom website audience”

#2: Create retargeting ad campaign

#3: Set up ad sets for the ad campaign

#4: Set up ads

 

Step #1: Create custom website audience

Custom audiences are Facebook’s way of sorting your Teespring page visitors so that you can serve retargeting ads to them.

You want to create your custom audience first.

To do that, head over to the Ads Manager. Click the Ads Manager top navigation link to reveal a drop down menu, then select “Audiences”.

Next, On the Audiences dashboard, select “Create a Custom Audience”:

On the next prompt, select “Website”.

Next, click on “All website visitors” to open up a drop down menu.

From the drop down menu, select “People who visited specific web pages”.

On the next prompt:

In the “URL contains” field, enter your Teespring URL.

Enter “180” in the “in the past” field.

Next, click on “Exclude People”.

In the 2nd “URL contains” field, enter this URL: http://teespring.com/thank_you (that’s the Teespring’s thank you page). This is to make sure people who have bought the shirt do not see your ad again.

Enter “180” in the “in the past” field.

Next, name your audience. Use any name you like.

Click the “Create Audience” blue button.

On the next prompt, you will see you’ve just created your Custom Audience!

When we use the custom audience on our retarget ads, Facebook will only show our ads to people who have visited our Teespring page (for that particular shirt we promote using PPE ad) but have not bought anything yet.

Once you have created your custom audience, you can start setting up your retargeting ad campaign on your Ads Manager.

To do that, you want to go back to your Ads Manager dashboard. Click “Audiences” top navigation link to reveal the drop down menu, then select “Ads Manager”.

 

Step #2: Create retargeting ad campaign

To create a new retargeting campaign, all you need to do is click on the “+ Create” button on your Ads Manager dashboard:

Next, you will choose your marketing objective. Select Conversion > Conversions for your campaign objective.

Once you have picked “Conversions”, scroll down on the same page and enter your campaign name.

Next, if you haven’t already set up your ad account, you will see a bluish “Set Up Ad Account” button at the bottom of the page. Click on it to set up your ad account on the next page.

If you already have your ad account set up, you will see a “Continue” button instead, click on it and you will see your ad set creation working space on the next prompt.

 

Step #3: Set up ad set

You want to create 2 ad sets for your retargeting campaign: one for mobile and one for desktop.

We will create the first ad set – mobile.

Use any name for your ad set. I usually name it after the platform I’ll be targeting. In this case; it’s “Mobile”.

First, we will first choose our “conversion event”. A conversion event is when someone buys the product.

Click on the “Conversion Event” field to open up a drop down menu.

Select “Add to Cart” from the drop down menu.

Once you’ve done that, if you see a notification saying that your ad may not be optimized for conversions, don’t panic; it happens with every new conversion event.

Facebook can only “verify” a conversion event when a conversion happens (note: conversion means a sale is being made). If your ad isn’t running yet, obviously there isn’t any conversion that’s being triggered.

Wait till your ad is live; once you get your first conversion (a sale is made), Facebook will fire up the pixel and verify your conversion. No worries.

Next, we will choose our custom audience.

Scroll down on the working space, under the “Audience” section, click on the “Custom Audience” field, select the custom audience you have just created from the drop down menu.

In our example, it is “Baptized By Fire Retarget”.

Scroll down on the same working space and set up the country that we want to target as well as the age group, gender and language.

For location, we will choose the United States.

Age: 18-65+

Gender: All

Languages: English (All)

Scroll down on the same working space.

Detailed Targeting: We will just keep the default Facebook settings.

Next, under the “Placement” section, we will click on the “Edit Placement” radio button and select “Mobile” as we are targeting mobile users for this specific ad set.

Apart from Facebook, remember to include Instagram, Audience Network and Messenger too. We want to retarget our audience when they are on all of those platforms as well.

Next, scroll down on your working space. In the “Budget & Schedule” section, we will set up the budget for this ad set.

$5 daily budget is a good number to start with.

In the beginning, you don’t have a lot of people to send to via retargeting. As your audience size grows you can always come back to increase the daily budget. So, start with $5, increase the amount later if needed.

Next, click on the “Continue” button at the bottom to close the ad set working space.

 

Step #4: Set up ad

We are now done with the ad set; now let us set up our ad. Under each ad set, we will create only one ad.

The moment you completed setting up your ad set, and clicked on the “Continue” button on the ad set working space, you will open up the ad creation working space.

Here is what your ad creation working space will look like.

To start working on your ad, give it a name. It’s optional though; I normally don’t bother to do so as it’s easy for me to identify the ads that work. I just leave the name as default.

After you have named your ad, go straight to the “Identity” section, open up the Facebook Page drop down menu and select your Facebook page (which, in our case, is “We Love Firefighters”).

Next, scroll down on your working space, in the “Format” section, select “Single Image or Video”.

Then, in the “Media’’ sub section: Add Media > Add image

On the next pop up prompt, select your t-shirt image in the record. When you posted your shirt while setting up your PPE ad, Facebook Ads Manager recorded your shirts image. So, you get to see all your t-shirt images here. Just pick the one that you want for your retargeting ad.

Next, activate the radio button that says “Use square, vertical and horizontal images for different placements.” On the right.

Once you have done that, click the “Continue” button at the bottom of the pop up working space to close it.

Next, enter your Teespring URL, headline, ad text and link description.

Also, select “Learn More” as your call to action button.

Next, close the ad creation workspace, click on the green “Confirm” button at the bottom of your working space. We are now done with the retargeting ad for mobile.

Repeat the same process in setting up the desktop ad set and ad.

When you have completed creating both of them, you are now ready to launch your retargeting ad campaign.

Simply click the “Review and Publish” button at the top right corner of your Ads Manager dashboard, click “Upload” on the next prompt; and you’re done.

Ads Manager will upload the campaign you have just created to Facebook for approval.

At this point, there’s nothing left for you to do but wait for Facebook’s approval of the ad campaign.

Once your ad is live, it will only be displayed to people who have visited your Teespring page but have not bought yet.

The Click Through Rate (CTR) will be way higher than the PPE ads that we’re running. Your cost per checkout will be very low.

These ads will certainly make you money. You can slowly increase the ad sets’ daily budget when the audience size grows.

These are your perfect audience; they have shown some interest by clicking on your ad in the first place to take a peek at your shirt. Don’t be afraid to keep pushing them to buy.

That’s all for this lesson.

I have shown you the entire process on how you can retarget your perfect audience on Facebook using retargeting ads.

In the next lesson, I’ll show you where to focus your energy on when you are starting out, so that you will be better off than 90% of t-shirt marketers out there.

I promise the next lesson will be super helpful.

See you there!