Retargeting Structure - Mavenport Hustlers

retargeting | facebook ads
Since iOS 14 came out, retargeting has lost a lot of its power due to the lack of data Facebook is able
to collect. Some people even choose to not run retargeting campaigns anymore, but I personally still
find them profitable.
In this PDF you'll learn everything about retargeting with Facebook ads, and the retargeting
campaign structure I’ve been using recently.
who are we retargeting?
We want to milk as many purchases as possible from left over potential customers that we reached
with our prospecting campaigns, so we'll retarget everyone that hasn't placed an order yet (in multiple
segments explained lower in the PDF). What audiences are those?
Starting from the top of the funnel, the main people we want to retarget are video viewers, people
who engaged with our posts in any way, people who viewed a page on our website, people who
added to cart, and those who checked out. We'll always exclude all the buyers.
timing & budget
We’ll begin retargeting after we spent about $2000-3000 on ads.
Start at $15-$20/day and increase it until the campaign profitability drops under 10%. Keep adjusting
the budget (almost every day) until it’s making at least 15% profit.
Note 1: Raise the budget & lower it every few days until you find the sweet spot (15% campaign
profitability minimum).
Note 2: Pause ads before you pause ad sets if the performance isn't great. I'd say let each ad spend
2x your prospecting campaigns' customer acquisition cost before you turn it off. Be a bit more
generous with these campaigns because a lot of times they get sales that aren't tracked.
Note 3: If any of the campaigns ends up not working for you, no problem. Let your CBOs and -
especially - ASCs do the retarageting for you (they do that anyway).
campaign structure
We'll have 1 CBO campaign, containing 2 ad sets:
• re-engagement - targeting events collected in the last 30 days (higher in the funnel)
• remarketing - targeting events collected in the last 30 & 100 days (lower in the funnel)
Optimization: Conversion - Purchase
re-engagement ad set
Target the following audiences:
• 50% video viewers in the last 30 days (only if your video ads are longer than 1 minute)
• 75% video viewers in the last 30 days
• Facebook engagers in the last 30 days (people who engaged with any post or ad)
• Instagram engagers in the last 30 days (people who engaged with any post or ad)
We’ll only exclude buyers in the last 180 days from this ad set. Use your pixel to form that audience,
and also export your buyers straight from Shopify & add them as a custom audience - which we’ll also
exclude.
Why do we only exclude buyers lately, and no other segments? Because Facebook’s having a hard
time finding our audiences anyway, so we don’t mind some overlap - which usually ends up making
the campaign more profitable, as the ads inside both retargeting ad sets naturally pass customers
through your funnel.
This ad set will contain 3-4 ad creatives.
re-engagement creatives
This ad set includes 3-4 creatives using different angles & marketing tactics (in the ad copy & the
picture/video itself):
creative 1 - picture
benefit + scarcity + sale ends today / in 24 hours / this week + CTA
creative 2 - picture (optional)

benefit + scarcity + sale ends today / in 24 hours / this week + CTA (different picture from creative 1)
creative 3 - video
low on stock + scarcity + 10% off discount + CTA
remarketing ad set
Target the following audiences:
• page viewers in the last 30 days

• people who added to cart in the last 100 days
• people who initiated checkouts in the last 100 days
We’ll only exclude buyers in the last 180 days from this ad set (same as in the re-engagement one).
Use your pixel to form that audience, and also export your buyers straight from Shopify & add them as
a custom audience - which we’ll also exclude.
This ad set will contain 3-4 ad creatives.
remarketing creatives
This ad set includes 3-4 creatives using different angles & marketing tactics (in the ad copy & the
picture/video itself):
low on stock + scarcity + 15% off discount + CTA
creative 6 - picture (optional)

low on stock + scarcity + 15% off discount + CTA (different picture from creative 5)
creative 7 - video
benefit 1 + benefit 2 + 15% off + CTA
Note: Notice how we're reusing creative 1 from the re-engagement ad set. That's because this type of
creative works really well on both sides.
illustration
We’ll call the entire CBO campaign (containing the 2 ad sets I presented above) “Retargeting”.
Here’s what it should look like in your ad account:
retargeting
CBO
re-engagement remarketing
ad set ad set
creative 1 creative 1
what should the creatives look like
It's important to use different creatives in your retargeting ad sets, don't use the same ones as in
prospecting because your customers will get bored of seeing them. Also, keep in mind that images are
very effective in retargeting.
I've made quick examples of simple creatives (using Mavenport branding) that work really well:
creative 1 creative 2 creative 5
Note: Keep testing 1-2 new retargeting ad creatives every 2-4 weeks by adding them straight into your
retargeting ad sets. Turn off what doesn’t bring profit.
prospecting exclusions
Once you've started your first retargeting campaign, each new prospecting ad set you make inside
your ABO & CBO campaigns should exclude the following audiences:

• facebook engagers in the last 30 days + Instagram engagers in the last 30 days
• page viewers in the last 30 days
• people who added to cart in the last 100 days & people who initiated checkouts in the last 100 days
• buyers in the last 180 days (pixel + periodically updated custom audience from Shopify)
Note: Only exclude buyers in the last 180 days, and no other segments, from your ASC (Advantage+
Shopping Campaigns). We don’t mind it retargeting other people in the funnel.
If you have any questions, write them in Mavenport discord.
written by @eduardbeschea | mavenport
Important!
This document & the information on it are not to be shared by anyone other than Eddie & his admins. Giving away any
of our assets (such as this document) will result in a permanent ban from the discord community.
Thank you for understanding.

Retargeting Structure - Mavenport Hustlers

Uploaded by

Copyright:

Available Formats

Retargeting Structure - Mavenport Hustlers

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Retargeting Structure - Mavenport Hustlers

Uploaded by

Copyright:

Available Formats

retargeting | facebook ads

who are we retargeting?

timing & budget

We’ll begin retargeting after we spent about $2000-3000 on ads.

We'll have 1 CBO campaign, containing 2 ad sets:

Optimization: Conversion - Purchase

Target the following audiences:

This ad set will contain 3-4 ad creatives.

creative 2 - picture (optional)

Target the following audiences:

• page viewers in the last 30 days

This ad set will contain 3-4 ad creatives.

creative 6 - picture (optional)

Here’s what it should look like in your ad account:

what should the creatives look like

creative 1 creative 2 creative 5

• 75% video viewers in the last 30 days

If you have any questions, write them in Mavenport discord.

written by @eduardbeschea | mavenport

You might also like