Easy & Effective 2-Step Facebook Retargeting for Real Estate Agents, Lawyers, and Dentists
You know what’s best about Facebook ads? Even after all the recent changes, Facebook’s targeting options are virtually infinite.
You know what’s the worst thing about Facebook marketing for inexperienced marketers? The “infinite” options are overwhelming.
These days, it’s easy to get confused and frustrated when you’re shopping for a Bluetooth speaker or, for that matter, a loaf of bread – so many options, so many choices! No wonder it’s easy to get overwhelmed when it comes to Facebook marketing.
For instance, take lookalike audiences. It’s one of the most powerful targeting tools made available by Facebook, but also one of the most confusing.
Basically, when you’re creating a lookalike audience, you’re leveraging the power of Facebook’s algorithms. You’re telling it to go find new people just like the ones that have engaged with your brand before, based on certain traits.
Many of our clients are somewhat familiar with lookalike audiences. However, most are surprised to learn how many options they have with just this one Facebook marketing feature.
Different lookalike audiences you can create on Facebook
- People who viewed content.
- People who viewed specific products.
- People who added to cart
- People who initiated checkout
- People who purchased
- People who viewed 50%, 75%, or 95% of your video
- People who engaged with your Facebook page.
- People who visited your Facebook page.
- People who engaged with any of your posts/ads.
- People who clicked your call-to-action button (e.g. “Shop Now” or “Learn More”)
- People who sent a message to your page.
- People who saved your Facebook page or any of your posts.
When it comes to actually running ads using your lookalike audiences, you can either run ads to lookalikes by themselves (no added interests) or you can combine lookalike audiences with interests.
How you use your lookalike audiences depends on the type of your business and your goals. If you’re running an e-commerce business, you would use lookalikes very differently than someone who is in a consulting business and provides a service rather than sells tangible goods.
In this post, we’re going to talk about one specific strategy that has worked well for our clients who are in a service business (attorneys, dentists, real estate agents).
Video Ads + Retargeting Those Who Viewed 75% or 90% of Your Video
First, you’re going to run video ads. Your video ad should talk about a specific problem that your audience faces and how you can help solve it.
For instance, if you’re a real estate agent and you work with first-time buyers, you can talk about what problems first-time buyers face in a “hot” real estate market and how you have helped your clients overcome those challenges in the past.
If you’re an estate planning attorney, you can talk about the biggest mistakes of estate planning, such as not having a trust.
If you’re a dentist, you can talk about biggest myths most patients believe about seeing a dentist. (We’re sure you can come up with something more exciting/relevant since you’re an expert in your field.)
For your objective, choose “Video Views.” You want as many people as possible to watch as much of your video as possible.
After running your video ad for a week or so, take a look at your results, specifically, at your 75% and 90% video views. Once you have at least a 100 of video views, go ahead and create a lookalike audience.
This is where the magic happens.
Your next step is to run an ad (retarget) to those people who have watched either 75% or 95% of your video (or both). You know that if they have watched most of your video, they are interested. One of the best things to do is to record a new video that’s up to 60 seconds long. Your video should promote a give-to-get that is related to the topic of our first video.
If your first video covered mistakes first-time homebuyers should avoid, your give-to-get could be a downloadable PDF document featuring a list of strategies that teach homebuyers to avoid those mistakes.
If you are a dentist and your first video was about 3 biggest flossing mistakes, your give-to-get can be another video that demonstrates how to floss correctly or a downloadable PDF with pictures.
Your objective should be “Lead generation” and your call-to-action button should be “Download.”
Your goal is to get as many people as possible to download your PDF or access your explainer video (whatever your “get” is). In exchange, they must share their name and email address ("give").
For lead capture, you should use Facebook’s native lead capture form as opposed to your own landing page. Your users don’t have to leave Facebook, or even fill in their details. Facebook is able to pull their data from their profiles to make it easy for them to sign-up. All your users need to do is to click on your call-to-action to submit their information. And you know the coolest thing? The emails are Facebook verified, which makes them high-quality leads.
Make sure to take advantage of lead ads’ option to redirect visitors once they fill out the form to your own content delivery page. This should be a place on your own website where you would place your PDF or explainer video. That’s their “get” for the “give.”
While there are tons of ways how you can use different lookalike audiences and retargeting strategies, this is one of the simples and surefire ways to collect high-quality leads if you’re a consultant or a service provider, such as a real estate agent, attorney, dentist, chiropractor, accountant, etc.