This document provides information about retargeting ads and the Perfect Audience tool. It includes the following: 1. An introduction to retargeting concepts like the marketing funnel and how to create retargeting audiences on Facebook. 2. An overview of the Perfect Audience tool, which allows retargeting across devices and platforms, including features like product retargeting. 3. Tips for improving retargeting campaigns with content marketing, such as retargeting based on interests inferred from content consumed.

1. MONEY IS TALKING
RETARGET LIKE A PRO

2. THE TALK PLAN
#1. About Retargeting and the Power Editor.
#2. Introducing Perfect Audience.
#3. Hack your Retargeting with Content Marketing.

3. GLOSSARY
REAL-TIME BIDDING: a real-time auction process
where people bid against thousands of platforms to
win an individual impression.
RETARGETING is REMARKETING.
OCPM: Optimized Cost per mille.

4. ONE LITTLE STORY

5. #1
ABOUT RETARGETING AND
THE POWER EDITOR

6. WHAT IS RETARGETING

7. TOP OF THE FUNNEL (TOFU)
People who visit pages related to content rather than your product.
SEGMENT VISITORS BY FUNNEL STAGE
FROM THE TOP TO THE BOTTOM
MIDDLE OF THE FUNNEL (MOFU)
People who visit pages related to your product but only at a high-level.
BOTTOM OF THE FUNNEL (BOFU)
People who visit pages related to decision making, such as case studies and
a pricing page
EBOOK
(LEAD)
CASE
STUDIES
REQUEST
DEMO

8. facebook.com/ads/manage/powereditor

9. RETARGET YOUR WEBSITE VISITORS
WITH A CUSTOM AUDIENCE ON FACEBOOK
#1. Go to the audience tab and create a custom
audience. Select Website Traffic.
#2. Insert the pixel code on your website.
#3. Target your website traffic and name your
audience.

10. THE IMPORTANCE OF TIMING

11. RELEVANCE IS THE KEY TO CRAZY
ROI ON FACEBOOK

12. TRACKING PERFORMANCE
CREATE A CUSTOM PIXEL AND USE IT IN YOUR ADD

13. SAVE TIME WITH BULK EDITING
HOLD DOWN THE SHIFT KEY AND UPDATE THE SETTINGS ONCE

14. SCRAPPING AND TARGETING WITH FBID
THERE IS MULTIPLE PLACES WHERE YOU CAN FIND AN FBID

15. RETARGET YOUR MAILCHIMP LISTS
HOW TO CREATE AN AUDIENCE FROM A MAILCHIMP LIST

16. CONTENT MARKETING
CAN BE A TERRIFIC WAY TO KNOW WHEN TO RETARGET

17. YOU CAN ONLY DO PAGEVIEW-
BASED RETARGETING, NOT EVENT-
BASED RETARGETING.

18. #2
INTRODUCING PERFECT
AUDIENCE

19. PERFECT AUDIENCE
TRACK USERS BASED ON PAGE VIEWED AND ACTION FIRED
#1. Reach lost customers everywhere with Easy
Cross-Device Retargeting.
#2. Team up with marketers you know to retarget
each other's visitors and acquire new customers.
#3. Get more sales with Perfect Product Retargeting
Bring back lost shoppers by showing them ads featuring
the actual products they viewed.

20. RETARGET ON TWITTER
GET MORE SALES BY RETARGETING LOST VISITORS ON TWITTER
ON DESKTOP AND MOBILE

21. RETARGET ON DISPLAY
LETS YOU RETARGET LOST CUSTOMERS ACROSS ALL MAJOR
DISPLAY EXCHANGES WITH EASE

22. #1. INSTALL THE SITE TRACKING TAG.
#2. CREATE A RETARGETING LIST.
#3. CREATE A CONVERSION GOAL.
#4. CREATE SOME ADS.
#5. CREATE A RETARGETING CAMPAIGN.

23. HOW TO CREATE A FACEBOOK AD
WITH PERFECT AUDIENCE
#1. MANAGE >> CREATE AD.
#2. SELECT THE FACEBOOK AD TAB.
#3. FILL THE FORM AND WAIT FOR REVIEW.

24. HOW TO CREATE A NEWSFEED CAMPAIGN
WITH PERFECT AUDIENCE
#1. CONNECT YOUR FACEBOOK PAGE.
#2. CREATE A NEWSFEED AD.
#3. SUBMIT AND WAIT FOR THE AD TO BE REVIEWED.

25. HOW TO CREATE A BANNER DISPLAY AD
WITH PERFECT AUDIENCE
#1. MANAGE >> CREATE AD.
#2. SELECT THE BANNER TAB.
#3. FILL THE FORM AND WAIT FOR REVIEW.

26. NOW YOU CAN CREATE A CAMPAIGN
WITH PERFECT AUDIENCE

32. CONNECT YOUR GOOGLE MERCHANT ACCOUNT
WITH PERFECT AUDIENCE

33. THE PERFECT AUDIENCE API
TRACK USERS BASED ON TIME ON PAGE
$(document).ready(function() {
window._pq = window._pq || [];
var delayLength = 3000;
setTimeout(function(){
_pq.push(["track", "User visited"]);
}, delayLength);
});

34. THE PERFECT AUDIENCE API
TRACK USERS WHO HOVER OVER SPECIFIC PAGE ELEMENTS
$(document).ready(function() {
window._pq = window._pq || [];
$('.demo2a').one('mouseenter', function() {
_pq.push(["track", "User hovered"]);
});
});

35. THE PERFECT AUDIENCE API
TRACK USERS WHO CLICK SPECIFIC PAGE ELEMENTS
$(document).ready(function() {
window._pq = window._pq || [];
$('.demo3a').one('click', function() {
_pq.push(["track", "User clicked"]);
});
});

36. THE PERFECT AUDIENCE API
TRACK USERS BASED ON REFERRER
$(document).ready(function() {
window._pq = window._pq || [];
if (document.referrer !== "") {
var referringURL = document.referrer;
if (referringURL.match(/^https?://([^/]+.)?google.com(/|$)/i)) {
_pq.push(["track", "Came from Google"]);
}
}
});

37. CREATE YOUR DYNAMIC ADS
WITH PERFECT AUDIENCE

38. RETARGETING BEST PRACTICES
WITH PERFECT AUDIENCE
#1. A/B TESTS YOUR ADS. (CTR AND CONVERSIONS)
#2. KEEP YOUR ADS UP TO DATE. (SOCIALLY RELEVANT
AND KEEP HOLIDAYS AND SPECIAL EVENT IN MIND)
#3. FOR YOUR CAMPAIGNS, USE AT LEAST 2-3 ADS,
REVIEW THEM EVERY 7-10 DAYS AND REPLACE THE
NON PERFORMING ONES.

39. #4. TARGET / EXCLUDE CORRECTLY TO AVOID TO LOSE MONEY.
#5. KNOW YOUR SALE CYCLE ESPECIALLY FOR E-COMMERCE
STORES.
#6. TRY 21 DAY TARGETING WINDOWS.
#7. SEGMENT EVERY PAGE OF YOUR SITE. (LIKE CATEGORIES)
#8. GEOTARGET EFFICIENTLY. (IF YOU HAVE LARGE LIST)
#9. DON’T SPAM PEOPLE. (NO MORE THAN 14 TO 18 IMPRESSIONS
PER USER PER MONTH)

40. #9. CREATE A “SHOPPING CART LIST” AND AN “ORDER
COMPLETE LIST” TO RETARGET PEOPLE WHO ADDED
SOMETHING TO THEIR SHOPPING CART AND THEN BOUNCED.
(+ FREE SHIPPING)

41. BLOCK INEFFICIENT DOMAINS
THAT ARE NOT PERFORMING WELL FOR DISPLAY ADS

43. SOME IDEAS ABOUT RETARGETING
YOU CAN DO WITH PERFECT AUDIENCE
#1. ABOUT PAGE -> 15-minute, one-on-one
consultation.
#2. PRODUCT PAGE -> Countdown, available stock.
#3. TESTIMONIES -> See what other companies are
saying about us or strategies to upsell.
#4. DOCUMENTATION -> Hey developer, this feature is
going to save so much of your time.

44. RETARGETING ADS ARE EXTREMELY
EFFECTIVE, BUT ONLY IF YOU’RE
DEDICATED TO CONSTANTLY
IMPROVING THEM.

45. USE ONLY ONE RETARGETING
VENDOR PER RETARGETING
CHANNEL SO THAT YOU DON’T
COMPETE AGAINST YOURSELF AND
ARTIFICIALLY DRIVE UP YOUR
COSTS.

46. ONE LAST THING, YOU CAN ALSO
RETARGET BY EMAIL.

47. AND REMEMBER THE MOST
IMPORTANT QUESTION, WHAT IS
THE TRUE COST OF ACQUIRING ONE
CUSTOMER?

48. perfectaudience.com/tutorials

49. TO LEARN MORE, CHECK EPISODE 8
ON GROWTH HACKER TV WITH
BRAD FLORA

50. MORE MARKETERS NOW DEDICATE OVER
HALF OF DIGITAL BUDGETS TO
RETARGETING

52. #3
HACK YOUR RETARGETING
WITH CONTENT MARKETING

53. INCREASE THE RELEVANCE OF YOUR
ADS BY KNOWING WHAT YOUR USERS
ARE INTERESTED ABOUT.

54. EXAMPLE WITH ROADSTR
RETARGETING PEOPLE BASED ON THE BRAND THE LIKE
WRITE AN ARTICLE ABOUT
THE BEST FORD
MUSTANG
VISITORS INTERESTED
BY THIS BRAND READ
THE ARTICLE
RETARGET THEM WITH A
ROADSTR PORSCHE AD
ON FACEBOOK
(BASED ON TIME ON PAGE)
IF EFFICIENT, AUTOMATE THE LOOP

55. THANK YOU
QUESTIONS?