How To Set Up Facebook Video Ad Retargeting

Retargeting campaigns are a powerful tool for any business looking to optimize their advertising efforts. By targeting users who have already interacted with your brand, you can increase the chances of conversion and drive more sales.

Facebook and Instagram are two of the most popular platforms for retargeting campaigns, and video ads are one of the most effective ways to engage users.

In this article, we'll focus on setting up retargeting campaigns for video ads on Facebook. If you are new to setting up Facebook custom audiences feel free to dive into my post custom audiences as this post will focus on retargeting for video ads.

Setting up a Facebook Business Manager Account

Before you can set up retargeting campaigns on Facebook, you'll need to create a Facebook Business Manager account. This is a free tool that lets you manage your Facebook pages, ad accounts, and the people who work on them.

To create a Facebook Business Manager account, follow these steps:

1. Go to business.facebook.com and click "Create an account" if you don't already have one.

Facebook Business Manager

2. Enter your business name, your name, and your business email address. If you already have a Facebook account, you can use that email address to sign up.

3. Follow the prompts to create your account and set up your business profile. You'll need to provide some basic information about your business, such as your address and phone number.

4. Once you've set up your account, you can add people to your team and give them access to your Facebook pages and ad accounts.

The Facebook Business Manager acts as a centralized hub for all your Facebook needs. The Facebook Business Manager allows you to manage all of your advertising efforts in one place.

In addition, you can create and manage ad accounts, set up payment methods, and add team members who can help you with your campaigns in the Facebook Business Settings, found within the Facebook Business Manager.

Facebook Business Settings

For more information on setting up your Facebook Business Manager account, you can read our guide.

Creating A Custom Audience Based On Watch Rate For Facebook Video Ad Retargeting

A custom audience is a group of people who have already interacted with your brand in some way, such as by visiting your website or watching your videos on Facebook. Retargeting campaigns are designed to target these users with ads that are specifically tailored to their interests.

One of the most effective ways to create a custom audience for retargeting campaigns is to base it on the watch rate of your video ads.

This allows you to target users who have watched a certain percentage of your video, indicating that they are interested in your brand and more likely to convert.

To create a custom audience based on watch rate, follow these steps:

1. Go to your Facebook Business Manager account and navigate to the "Audiences" tab.

Go To Audience

2. Click "Create Audience" and select "Custom Audience."

Create A Custom Audience

3. Choose "Video" as the source of your audience.

Choose Video

4. Select the watch rate percentage that you want to target. Facebook offers a range of options, from users who watched at least 3 seconds to users who watched 95% or more of the video.

Facebook Video Engagement

5. Choose the video you want to create the audience from and set the time frame for the audience.

Choose Video

6. Give your audience a name, set the look back window (Retention), and click "Create Audience.

Once you've created your custom audience, you can use it to set up a retargeting campaign for your video ads. We'll cover that in the next section.

How To Choose Engagement On Your Video

It's important to note that the size of your custom audience will depend on the watch rate percentage you choose.

If you select a higher percentage, your audience will be smaller but more targeted. If you select a lower percentage, your audience will be larger but less targeted.

Consider your marketing goals and the size of your audience when selecting your watch rate percentage.

Setting Up Retargeting Campaigns

Now that you've created a custom audience based on watch rate, it's time to set up your retargeting campaign.

Here's how:

1. Go to your Facebook Ads Manager account and click "Create Ad."

2. Choose your objective. For retargeting campaigns, "Traffic" or "Sales" are good options.

Campaign Objective Sales

3. Select your custom audience based on watch rate from within your Facebook adset.

Then set up the rest of your Facebook ad campaign as normal.

If you haven't set up you first Facebook campaign yet. You can learn how to do that in my blog post about creating your first Facebook campaign.

Remember to monitor your campaign regularly to see how it's performing and make adjustments as needed. You can track the performance of your retargeting campaign in the Facebook Ads Manager and use the metrics to optimize your future campaigns.

Retargeting campaigns are a powerful tool for driving conversions and increasing sales. By targeting users who have already shown interest in your brand, you can create highly effective advertising campaigns that deliver results.

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