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[MUSIC PLAYING] It's time to re-engage, not retarget, but re-engage. One of the beautiful things about running video ads is people can consume them without ever leaving Facebook. So what we want to do is we want to build a group of people who have consumed our ads or engaged with our ads but never made it to our product page and remarket to them. The way that we do this is we build out a series of engagement audiences.
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I'm going to take you over to Facebook. And I'm going to show you how to build these audiences. You can then use these audiences in campaigns and remarket to them with ads. Let's head over to Facebook and take a look. All right, so here we are in Facebook. And we want to click the left menu and go over to our Assets column and our Audiences section. From the Audiences section, much like we've done before we, want to click on the Create Audience button.
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But instead of a saved audience, this is actually going to be a custom audience. So we're going to click Create Audience. And we're going to select Custom Audience. Facebook is going to give us a bunch of different options. We're going to choose Video, which allows us to create an audience of people who've watched some of our videos on Facebook or Instagram. So I'm going to go ahead and select Video. And then from here, I get to choose the amount of the video that they've consumed-- three seconds, 10 seconds, 25%, 50%, 75%, or 95%.
1:26
The level that you select is going to be dictated by the length of your video. If you want a good sort of barometer, I would recommend, if you have videos that are 60 seconds and over, selecting 25%. You can also do this individually for each video. We do a broadcast net where we choose 25%, we select all of our videos, and we remarket to anyone who watched at least 25% of our videos but never made it to our website.
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So I'm going to go ahead and select 25%. At which time, I get to click the Choose Videos button and select which videos I want this audience to be generated from. One of the cool things about Facebook is they will show you in here how many times each video has been viewed. You'll notice that this video is one of our top line videos. And it's had 3 million three second views. I'm going to go ahead and select that one and some of my other ads that are running top line.
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Once I've selected the videos that I want to use, I click the Confirm button. At this time, Facebook's going to say, hey, we're going to create an audience of people who watch 25% of these particular videos in the last 365 days. One of the things to know about re-engagement and remarketing is that the shorter the time frame, the more effective. People who've watched your videos more recently are more interested than people who watch them longer ago.
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So I'm going to shorten this window from 365 days down to 14. Now I get to name my audience and create it. I'm going to call this Awareness Video Viewers Last 14 Days. Once I've named my audience, I click Create. And now I'm going to have an audience here, my audiences section called Awareness Video Viewers The Last 14 Days that I can target with ads.
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Now, in addition to people who watch your video, you also want people who engage with your ads, maybe commented or liked or shared, but never actually clicked over to your offer page. So we're going to go ahead and create an additional engagement audience of people who've engaged with our fan page or Instagram business profile. So here inside of Facebook Audiences, I'm going to click Create Audience, Custom Audience. And instead of choosing video, I'm going to choose Facebook Page.
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From here, I have the option of selecting everyone who's engaged with my Facebook page or a number of other options. I don't want everyone who's ever engaged with my page. So what I'm going to do is select the one that says anyone who's engaged with one of my posts or ads. This is going to include people who've engaged with the page post or an ad, including reactions, like liking it, loving it, commenting on it, sharing it, swiping the carousel, and otherwise.
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I'm going to go ahead and select that. And then I'm going to change this from 365 days to 14 days. So now that I've named this audience, I just click Create Audience, and now that audience is created. It's a group of people who've engaged with my ads in the last 14 days. Once you have your video engagement, Facebook fan page engagement, and Instagram profile engagement audience is set up, you can go ahead and create a campaign where you're targeting those groups of people and you're excluding the audience of people who visited your product page.
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If you don't know how to do that, go watch my beginner Facebook course, where I go over how to make audiences of people who've visited your product page. But what you do is you target the folks who engaged but never made it to the product page. And you run ads to them to get them back. You want these ads to be different than the initial ads they saw, so a new video, a new image, something that's fresh. In this way, you're able to capture people who've engaged once but never actually made the leap to your product page.
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It used to be that there was no way to re-engage with people unless they visited your website. This is a new form of advertising, where we're able to build audiences of people who engage and consume on social but don't actually make it to our site. It's a powerful addition to your top line awareness campaigns. And it technically still is awareness in as much as they've never been to your website. So go ahead and set these campaigns up.
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And meet me in the next video, where we'll discuss how to review the performance of your campaigns.
