10. Retarget engaged viewers for better ROI
One of Facebook’s most powerful advertising features is the ability to retarget people who have already interacted with your content.
If someone watched your video ad (or even just a portion of it), that person has shown interest – however mild – in your brand. Don’t waste that opportunity.
At this point, you can retarget your video viewers with follow-up ads to guide them further down the conversion funnel. Many advertisers consider it a major missed opportunity not to re-engage these warm prospects.
After all, if a user watched 50% of your video ad, they’re much more likely to convert than a cold prospect who has never heard of you.
What's great is that Facebook allows you to create “Custom Audiences” based on video engagement. In the Ads Manager, you can build an audience of users who viewed a certain percentage (10%, 25%, 50%, 75%, etc.) of your video or who watched for a certain duration. You can even specify which video(s) to include. With these audience segments, you can then tailor your next message appropriately.
Of course, you can conduct retargeting marketing with Brandwatch by your side, too.
Retargeting is especially effective because it focuses your budget on people who have already shown interest, thereby often yielding better ROI.
When setting up retargeting, consider exclusion windows too – for instance, exclude people who have already converted or who have seen the same ad many times so you don’t waste your budget or irritate users with overexposure.
The idea is to re-engage interested viewers with relevant follow-ups.