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These are the user uploaded subtitles that are being translated: 1 00:00:03,000 --> 00:00:11,460 So it just looked at two very powerful free and relatively simple techniques to retarget people back 2 00:00:11,490 --> 00:00:12,790 to your site. 3 00:00:12,840 --> 00:00:17,320 So you start to get a feel of what this whole retargeting thing is all about by now I'm sure. 4 00:00:17,400 --> 00:00:23,160 Now I said in a previous lecture that you know you should use those free techniques until you start 5 00:00:23,160 --> 00:00:26,820 to get you know your whole business is starting to grow. 6 00:00:26,860 --> 00:00:31,040 You're starting to make money you're starting to make you know decent profit. 7 00:00:31,360 --> 00:00:38,350 And once you've got to that point you then might want to start looking at retargeting with Facebook. 8 00:00:38,460 --> 00:00:43,230 Now this is a huge subject and in fact it's growing as well. 9 00:00:43,230 --> 00:00:47,340 It's amazing what you can do with Facebook in terms of retargeting. 10 00:00:47,370 --> 00:00:56,070 So this lecture is relatively short and the idea here is to just whet your appetite as to what is possible. 11 00:00:56,070 --> 00:01:04,320 So I'm going to start with a very simple example which is going to get your creative juices thinking 12 00:01:04,380 --> 00:01:11,070 of what's possible okay but just to repeat please don't get bogged down in this unless you are really 13 00:01:11,190 --> 00:01:13,790 doing starting to do really quite well with your site. 14 00:01:13,800 --> 00:01:19,560 And you've got a bit of money in the bank to play with this because of course this is a paid technique 15 00:01:19,560 --> 00:01:21,830 right unlike the last two. 16 00:01:22,590 --> 00:01:29,130 So what I'm going to look at is how are you going to get people back to your site who previously visited 17 00:01:29,130 --> 00:01:30,160 it. 18 00:01:30,720 --> 00:01:36,940 So basically people who've come to your site and they've done whatever on your site whether they bought 19 00:01:36,940 --> 00:01:40,090 or whether they had a ticket where they just have a look whatever it might be. 20 00:01:40,140 --> 00:01:42,990 We want to basically bring those people back. 21 00:01:43,020 --> 00:01:48,190 OK so that's a very simple problem equation whatever that we want to solve. 22 00:01:48,210 --> 00:01:48,730 OK. 23 00:01:48,900 --> 00:01:54,810 And of course we're talking about people who have a Facebook account or Facebook can't retarget people 24 00:01:55,080 --> 00:01:56,300 on any Web site. 25 00:01:56,310 --> 00:01:59,610 They've got to have a Facebook account in the first place. 26 00:01:59,610 --> 00:02:03,710 Now there's 1.7 billion or whatever it is people with Facebook accounts. 27 00:02:03,730 --> 00:02:08,430 There's a good chance but we're not talking about everybody here on the Internet is purely people with 28 00:02:08,430 --> 00:02:09,860 Facebook accounts. 29 00:02:09,870 --> 00:02:13,430 So let me show you how you can set this up. 30 00:02:13,620 --> 00:02:18,030 So the first thing you want to do is from your menu system you want to find the audience's server click 31 00:02:18,040 --> 00:02:19,760 and to hear it all. 32 00:02:19,780 --> 00:02:24,210 All I can here under assets and again yours might be a slightly different set up but you'll be able 33 00:02:24,210 --> 00:02:29,010 to find it relatively easy so once you're there just click on audiences and you'll be presented with 34 00:02:29,010 --> 00:02:29,570 this page. 35 00:02:29,590 --> 00:02:31,710 Reach the people who matter to you. 36 00:02:31,710 --> 00:02:36,840 You can see there are three options there are accustomed audiences lookalike audiences and saved audiences. 37 00:02:36,840 --> 00:02:39,370 And what I'm going to talk about are custom audiences. 38 00:02:39,420 --> 00:02:41,580 Right now this is the one you want to get going with. 39 00:02:41,610 --> 00:02:46,140 In the first place should you choose to do this for of retargeting. 40 00:02:46,140 --> 00:02:51,660 And if you read it says connect with the people who have already shown an interest in your business 41 00:02:51,900 --> 00:02:52,920 or product OK. 42 00:02:52,920 --> 00:02:54,140 That's the key. 43 00:02:54,170 --> 00:02:54,710 OK. 44 00:02:54,840 --> 00:03:00,530 You can create audiences from your custom contacts Web site traffic or mobile app. 45 00:03:00,690 --> 00:03:06,090 Well in the beginning we don't have any customer contacts and we don't have a mobile app to talk about 46 00:03:06,090 --> 00:03:06,450 either. 47 00:03:06,450 --> 00:03:10,510 So what we're going to be talking about is primarily Web site traffic. 48 00:03:10,800 --> 00:03:15,770 So if we click on Create a custom audience you get a bunch more options. 49 00:03:15,780 --> 00:03:17,400 Now I told you this is complicated. 50 00:03:17,400 --> 00:03:22,740 So again I'm taking you to the most effective way to start this in the beginning and what you want to 51 00:03:22,740 --> 00:03:25,410 go with is Web site traffic OK. 52 00:03:25,440 --> 00:03:31,920 Create a list of people who visited your web site or took specific actions using the Facebook pixel 53 00:03:32,220 --> 00:03:33,810 all the things that we've set up in the past. 54 00:03:33,810 --> 00:03:36,860 We can now start to really leverage and get the advantage of. 55 00:03:37,230 --> 00:03:43,380 So when I click on Web site traffic I get this form that pops up create my custom audience. 56 00:03:43,380 --> 00:03:48,040 Now what this will do will retarget if you just look at these defaults here. 57 00:03:48,180 --> 00:03:55,620 All of my web site visitors in the past 30 days so anybody who had visited my site in the last 30 days 58 00:03:56,040 --> 00:04:01,430 I can create an audience and then I can re target them on Facebook. 59 00:04:01,530 --> 00:04:03,960 OK that is enormously powerful. 60 00:04:03,960 --> 00:04:09,360 Now if we just explore a little bit further and click on this drop down arrow we do get various other 61 00:04:09,360 --> 00:04:12,770 options people who visited aspecific web page on my site. 62 00:04:12,780 --> 00:04:14,700 I might want to target or if we get on here. 63 00:04:14,700 --> 00:04:19,400 But further an add to cart or maybe just viewed any page. 64 00:04:19,770 --> 00:04:24,030 But if we just leave it the simplest version for the time being or web site visitors. 65 00:04:24,300 --> 00:04:29,040 So that I can demonstrate to you how we would actually use this then I'm just going to give it an audience 66 00:04:29,040 --> 00:04:33,320 name so I'm going to call it all web site visitors 67 00:04:37,900 --> 00:04:40,190 last 30 days. 68 00:04:40,300 --> 00:04:40,690 OK. 69 00:04:40,780 --> 00:04:43,630 And of course I could change that number I could go 30 days or 60 days. 70 00:04:43,750 --> 00:04:46,450 30 days is a pretty good starting point. 71 00:04:46,540 --> 00:04:54,230 So that's all I want to do is create my audience and you arrive on your audiences page where this is 72 00:04:54,290 --> 00:04:56,330 the first audience that you will have created. 73 00:04:56,330 --> 00:05:01,330 Now just to remind you if I harbor over this this is a custom audience. 74 00:05:01,360 --> 00:05:02,000 Right. 75 00:05:02,090 --> 00:05:04,730 So now I'm going to show you how we would actually use that. 76 00:05:04,730 --> 00:05:12,390 So just for demonstration purposes going to head over here and quickly create a new campaign so let's 77 00:05:12,390 --> 00:05:16,800 go to conversions as always which is cool this one 78 00:05:21,200 --> 00:05:24,640 test. 79 00:05:24,680 --> 00:05:30,080 Now what I want to do is go straight to the audience section and I just remind you we're talking about 80 00:05:30,080 --> 00:05:31,360 custom audiences. 81 00:05:31,400 --> 00:05:32,630 This is where it would appear. 82 00:05:32,630 --> 00:05:37,310 Now if you put the cursor in here your predefined custom audiences are going to pop up so here you see 83 00:05:37,310 --> 00:05:37,850 it all. 84 00:05:37,850 --> 00:05:40,340 Web site visitors last 30 days. 85 00:05:40,550 --> 00:05:44,390 Now at the moment because this thing has just been set up and of course I'm just doing a test site. 86 00:05:44,450 --> 00:05:48,040 There really isn't any significant data in there of use. 87 00:05:48,200 --> 00:05:53,810 But if you were to set this up right in the beginning for example just literally just set up this custom 88 00:05:53,840 --> 00:05:58,820 audience than Facebook over time will be gathering that information that it's not going to cost you 89 00:05:58,820 --> 00:05:59,470 anything. 90 00:05:59,750 --> 00:06:02,560 And then if later on down the road you want to make use of it. 91 00:06:02,720 --> 00:06:06,940 You have a very valuable asset you can really take advantage of. 92 00:06:07,250 --> 00:06:13,180 So I hope you can see just with that brief demonstration the power of retargeting with Facebook. 93 00:06:13,310 --> 00:06:19,670 Now as I said before this is a paying technique and my general advice to anybody in fact anybody in 94 00:06:19,670 --> 00:06:25,070 business is to manage your cashflow carefully Don't be necessarily tempted to throw a lot of money at 95 00:06:25,070 --> 00:06:25,280 this. 96 00:06:25,280 --> 00:06:30,230 In the beginning when you are making money when you do have a proven product and come to this and it's 97 00:06:30,230 --> 00:06:33,650 going to give your sales potentially a huge boost. 10290