Facebook Audience Retargeting Ideas at various Funnel Stages for E-Commerce Stores
Muneeb Farman
Ex Yahoo | Head of Paid Search & Social | $200 million Google Ads, $15 million in Fb spend, Generated $700million+ in E-Commerce trackable Sales | Performance Marketing | Growth marketing
Campaigns Scaling from $100/day to $30k/day with consistent results and profitability.
Facebook Audience Retargeting Ideas at various Funnel Stages;
TOF Stage:
Initially we’d be having 0+ pixel events recorded. As our brand awareness campaign runs and we have posted some content on fb page, we records some events whether fb page views, our ad engagements, video views etc.
Facebook Page Engagements 30d
Facebook Page Engagements 60d
Facebook Page Engagements 90d (We can even go further like 120D or 180D but initially keep up to 90 D).
Instagram Page Engagements 30d
Instagram Page Engagements 60d
Instagram Page Engagements 90d
Video Views 30d
Video Views 60d
Video Views 90d
Ad Engagements 30d
Ad Engagements 60d
Ad Engagements 90d
People who viewed at least 3 seconds of your video
People who viewed at least 10 seconds of your video
People who watched 25% of your video
People who watched 50% of your video
People who watched 75% of your video
People who watched 95% of your video
People who clicked any call-to-action button 30d
People who clicked any call-to-action button 60d
People who clicked any call-to-action button 90d
People who sent a message to your page 30d
People who sent a message to your page 60d
People who sent a message to your page 90d
People who saved your page or any post 30d
People who saved your page or any post 60d
People who saved your page or any post 90d
Once we’ve got enough pixel events like 100 or more, we can even filter pageviews as below;
Pageview 30d
Pageview 60d
Pageview 90d
Pageview 120d
Pageview 180d
ContentView 30d
ContentView 60d
ContentView 90d
Submit Button 30d
Submit Button 60d
Submit Button 90d
Complete Registration 30d
Complete Registration 60d
Complete Registration 90d
MOF Stage: 1000+events
Once we’ve gone passed 1000+ events, things get easier and we can get more quality data for retargeting campaign. This is where we have enough data for our Hot Audiences and even Converted onces. We can segment Leads, people who’ve added to cart, initiated checkouts, purchases.
Lead 30d
Lead 60d
Lead 90d
Lead 120d
Lead 180d
Add to cart 30d
Add to cart 60d
Add to cart 90d
Add to cart 120d
Add to cart 180d
Initiate checkout 30d
Initiate checkout 60d
Initiate checkout 90d
Purchase 30d
Purchase 60d
Purchase 90d
Purchase 120d
Purchase 180d
BOF Stage: 10,000+ pixel events
At this stage we have huge customer lists to retarget and even filter them based on Purchase LTV (Life time Value), Pageviews (Top 5%, time spend in last 30 days), specific URL, devices whether Android, iOS, Desktop. For us, Android traffic has been proven lot cheaper and brought huge sales.
It's best to start testing a variety of lower funnel metrics and to start segmenting your customer lists into lead qualified, applicant qualified, and purchase LTV.
You can also start testing retargeting users by time spent on your site, the specific pages they visited, the device they used, and the URL parameter they had appended in their URL.
Pageview Top 25% Time Spent 30d
Pageview Top 25% Time Spent 60d
Pageview Top 10% Time Spent 30d
Pageview Top 10% Time Spent 60d
Pageview Top 5% Time Spent 30d
Pageview Top 5% Time Spent 60d
Customer List Purchase LTV
Pageview Specific URL 30d
Pageview Specific URL 60d
Pageview Specific UTM/URL Parameter 30d
Pageview Specific UTM/URL Parameter 60d
Customer List Lifetime Purchases
Pageview IOS Devices 30d
Pageview IOS Devices 60d
Pageview Android Devices 30d
Pageview Android Devices 60d
Pageview Desktop Devices 30d
Pageview Desktop Devices 60d
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Corporate Event Producer / Emcee / Singer-Songwriter / Magician / Homeless Advocate / Sleeps Occasionally
2 年Muneeb, thanks for sharing!