Digital Marketing

How to Set Up Retargeting for Facebook Ads 2018

How to Set Up Retargeting for Facebook Ads 2018

Retargeting Facebook Ads can sound scary sometimes, but I’m here to show you even beginners can handle it. This is an important part of marketing many people skip.

The truth is a lot of the money is made in the follow-up. People buy from people they trust, and it will take a few exposures to you and your message before many people are willing to trust you with their dollar. In fact, most buyers need several more than one or two experiences before they decide to buy.

The internet is full of scams, so retargeting your Facebook Ads helps you catch the people who are on the fence and need just a little push.

In this episode, I take you step-by-step through retargeting ads for people who have already seen something of yours, whether it be an optin or an offer, but might need to hear from you again to develop trust.

Interested in learning more about Facebook Ads? Check out my episode on How to Use Your Facebook Lives as an Ad.


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Video Transcript:

Hey, this is Julie here and today I want to talk about retargeting. I know some people are scared by this because they don’t really understand how retargeting with ads work, but I want to go step-by-step through the process so that you, even as a beginner, can start retargeting.

Okay, so the first thing is that you are running ads and you probably have a funnel.

For today’s example, I want to do a webinar funnel. So let’s draw it out first.  

So with the webinar, you have a registration page. Okay, so this is your registration page right here.

Then the next page usually in an automated webinar funnel is a countdown page. And this is the page where people are waiting for your webinar to start- usually, it’s within a few minutes.

Then you have a watch page. And this is where the actual webinar is happening and people are watching it.

And then usually you send them to either an order form or an application form or something. Whatever it is that you’re selling off the webinar.

Okay, so these are the four main steps. And here’s your Facebook ad okay, and it’s going here.

So this first Facebook ad is your original ad. That’s your targeted ad, not your retargeting ad.

And usually, you’re generating leads from cold traffic. So, people who have interests in similar businesses as yours, that’s who you’re targeting.

But most people don’t do what we want, right?

So people will land on this page and then maybe they’ll opt-in but maybe they won’t… and if they do opt-in, maybe they’ll watch but maybe they won’t.

So retargeting is basically trying to figure out where people are in that sequence and showing them the right ad at the right time.

So step one over here, to retargeting is to create some custom audiences.

So, what you need to do is go into your audience area in your ads manager and you need to create an audience for people who land on the registration page but don’t see any of these.

And so Facebook allows you to choose like they have visited this URL, but not this, this, and  this URL.

So you’re gonna create the first one that says, “hey they landed on the registration page but they didn’t land on this one, this one, or this one.”

Okay, the custom audience that you’re going to create first is this one right here. The people who land on the registration page but for whatever reason they don’t opt-in.

So when you go into the ads manager, it’s gonna say people who landed on this URL but not this URL, this URL, or this URL.

Okay, so that’ll be audience… Custom audience number one.

Custom audience number two will be people who landed on this page. They got all the way to this page, but they did not go to this page.

Alright, so that’ll be custom audience number two.

And when you create custom audiences you’re really just choosing the URLs with “include” and “exclude” rules.

So, for now, we’ll do just these two.

So let’s talk about the behavior of these people.

Okay, so these people never watched okay- so this is like, people a will do a here… and these people, they never applied or bought or ordered.

Okay so the messaging that you’re gonna have for people who never watched is very different than the people who never ordered.

Okay, so this is gonna be a message like, “hey I noticed that you checked out my webinar but I haven’t seen you yet. What’s holding you back? Here’s a couple other reasons why you should check it out.” bla bla bla.

The message here is gonna be, “Hey, thanks so much for watching my webinar did you know…” and maybe it’s like an FAQ series or some more testimonials or social proof to try to get them to buy.

Alright so step one is you’re gonna create those custom audiences

Step two is you’re gonna create two new ads.

So you’ve got your original ad here, this is your original. This is the original ad okay and this is like, “hey come watch my webinar blah blah blah,” You know, you’re talking to stone cold traffic here. Okay, this is cold traffic.

So now the second ad you’re gonna create is this is the ad to people a. And you’re gonna send this ad and you’re gonna send people right back to the registration page.

You’re trying to get them to opt-in which could be like, “Hey! You checked out my webinar but I haven’t seen you opt in yet. I haven’t seen you watch… here’s why you should. Here are some other reasons why .”

Stuff you’re not going to cover in this original ad, so that’s going to be your first retargeting ad.

And you go to set up the audiences, here’s the key:

When you set up this audience you’re gonna choose “show to people who are this audience right here”

They landed on the registration page but they never got any farther. So that’ll be ad A.

And then ad B… this works well if you have an FAQ series or you have testimonials. Things like that.

Remember, these are the people who never ordered so the ads gonna say something like, “Hey I noticed you watch the webinar but you didn’t buy yet. Here’s some reasons why you need to be in my program.”

This ad is only gonna get sent to these people.  

Now when you set these two ads up, the audiences are gonna show really really small unless you’re running tons of traffic.

It’s a small amount of people so set these ads set the retargeting ads to about $5 a day.

And I think sometimes it’s easiest to make these video ads so you can talk right to the customer.  

And you probably don’t need to do any other objective other than traffic so you just want to use the traffic objective just to try to get them back to the page because remember: they already kind of know you because they’ve already checked you out before.

So that’s retargeting 101 and believe it or not a lot of the money is made in the follow up because people need more than one chance to opt-in to your offers because they just don’t trust people the internet is full of scams and so, retargeting really helps you catch the people who are on the fence and just needed a little bit more of a push.

How to Use Your Facebook Lives as an Ad

How to Use Your Facebook Lives as an Ad

It’s no secret paid traffic is one of the best ways to generate leads and customers these days. Coaches, consultants, course creators and more can harness the power of Facebook Lives and Facebook Ads to grow their reach. In this episode, get step-by-step instructions and tips for turning your Facebook Lives into ads that generate more likes, shares, and comments. With just a few tweaks, transform your Facebook Lives into marketing gold.

There are several steps to turning your Facebook Lives into an ad, but don’t worry – they aren’t hard!

Step One – Do your Facebook Live knowing that people will be watching it as an ad later. This means, no swearing, no waiting around for people to join, and a strong call to action based on what your live will be promoting.

Step Two – When the live is finished, update the text above the live with any links or CTA’s you want.

Step Three – Go to the Ads Manager and setup your campaign. Use video views or page post engagement as your objective.

Step Four – Generate Captions on the video.

Step Five – Once it’s rocking and rolling, you can create a custom audience of people who watched the video and retarget them with a more pointed ad!


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Video Transcript:

Hey, this is Julie, thanks for joining me. Today we’re going to talk about how to do Facebook Ads on your Facebook Lives.

So if you are a coach, a consultant. if you are a course creator and you love to do Facebook lives. I’m going to show you how to create Facebook ads from those lives that’s going to get tons of likes shares and comments.

Step on over here we’re going to do the Live.

Alright so here’s your Live.

The things that you have to think about when you’re doing a live, think about the call to action at the end. You want to get people to engage with the Facebook live as much as possible.

So think about in advance what you’re gonna use it for in advertising.

So if I was going to use my Facebook live to advertise my membership site, I would make sure somewhere at the end I’d say, “comment below if you’d like more information.” That’s really important because we’re gonna attach a messenger bot to the Facebook live once it’s over.

So that when we’re running ads to it, people will get a private message. All right so that’s step one.

Step two- we’re going to optimize the lot the Live optimize the live okay. So that means I

want you to edit the live… and some of you might be like, “what do you mean?”

What I mean is above the video, once you’re done, I want you to add some really good Facebook ad copy and I want you to add links.

So whatever it is you’re promoting, I want you to put that above the live.

The second thing you’re gonna do is you’re gonna attach a bot.

Now you can use Chat Fuel or ManyChat. Both of those work.

You’re gonna get an account with them. It’s free, especially with ManyChat. And you’re gonna use a growth tool and you’re gonna attach a bot so that when somebody comments on your Live, they’re gonna get a private message that says, “hey thanks so much for watching my Live. If you’re interested in blah blah blah whatever it is, here’s the link.”

Okay, so those are the two things you want to do.

The next thing is you want to generate captions.

This is really important because a lot of people watch Facebook lives on their phone when they’re not supposed to and you want to make sure there’s captions.

So the captions can be generated in the page itself. Facebook will say,  “do you want to generate captions?” You can also do that when you’re setting it up as an ad.

So that’s that’s step two. We want to optimize the Live so it’s ready for advertising.

Okay step three. Now we’re gonna actually set up the ad.

So I’m just gonna put over here step three… and when you get into your ads manager, it’s gonna ask you what kind of campaign do you want to create.

You’re gonna create a video campaign video views.

That means that you’re telling Facebook that you want Facebook to show you’re alive to people who are most likely to view.

This is a pretty inexpensive type of ad because you usually get about one cent per view. But sometimes those leads don’t necessarily take action, but it’s a good way to start getting visibility to your brand.

So set up the ad as video view. Get it approved.

Once it’s approved, now you’re gonna create a traffic campaign.

So set up a new campaign and this time you want to optimize for traffic. Okay so now that you have traffic, that means now Facebook’s going to show that live to people who are most likely to click on links and go off of Facebook. That’s what a traffic objective is.

Once that one’s approved, if you want to you can also create a third campaign and optimize it for conversion, which means once they land on that landing page of whatever it is you’re selling, are they going to take action.

Whether it’s buy or whether it’s put their email address in and become a lead.

When you set up these three different types of campaigns and you push all of them to one Facebook Live, you end up with a lot more cumulative engagement likes, shares, comments, and response because you’re telling Facebook that you’re willing to look at three different types of behaviors on Facebook all on one Live.

So this is really good to do if you’re brand new. If you’ve never run Facebook ads before because it’s gonna allow Facebook to kind of get to know your content and the people that are sharing with it

So just as a recap step one you’re gonna do the Live and you’re gonna make sure to think about the call to action that you want to say on the Live even if nobody’s watching.

Step two you’re gonna optimize the law live by editing the copy above it by attaching a bot to it and then generating captions so that people can watch on silent.

And step three you’re going to create three different kinds of campaigns a video view campaign get it approved a traffic campaign and a conversion campaign and for each one of these ads you’re going to use the same exact Facebook live so you can get that cumulative effect.

And that’s how you use Facebook lives as ads.

Facebook Audiences 101

Facebook Ad Audiences 101

If you’re new to Facebook Ads or just haven’t seemed to have luck yet…this video is for you! I go into the three different types of audiences, when and how to use each. I also explain how the audiences work together and the flow to use in your business.

This training is perfect for people who are running all kinds of ads – to products both digital and physical.

This video will go through the difference between:

  • Custom Audiences
  • Saved Audiences
  • Lookalike Audiences

…and when and why you’d use each of these types.

To get notified of new episodes (they drop every Tuesday), be sure to follow me at Julie Christine Stoian Live!

Video Transcript:

Hey Julie here, today I want to talk about Facebook Ad Audiences 101. So this is for beginners. People who are still not sure about Facebook ads and I want to explain the different types of audiences that you can use when you’re targeting your ads.

So the first type we’re going to talk about are the saved audiences.

Saved audiences basically are people that you come up with who are cold. They’re cold, they don’t know who you are. They don’t really know what the solution is to their problem. They just are a cold audience of people who have a problem.

Okay so let me explain what a saved cold audience is. Let’s say you’re doing a course on gardening and you want to find people who are gonna like your course. So you want to think what do gardeners like?

A perfect example would be, “hey they like Better Homes & Garden- the magazine.” So that would be an example. So a saved audience would require you to go to Facebook and find the people who like Better Homes and Garden.

So Facebook allows you to target people based on Facebook pages they already like. So with saved audiences, you want to look for Facebook pages that people like that are like yours.

So, in my industry, I often talk about ads and funnels. So I target Russell Brunson because he’s a big name and facebook has him as an interest.

I also target people who like Marie Forleo.

I target people who like Amy Porterfield.

So I’m looking for Facebook pages that people like that are like yours. So if you’re a gardener, you’re doing Better Homes and Garden. You’re doing big gardening figures in that industry that have facebook pages that you can target.

So Saved Audiences can also be based on demographics.

So if you’re a local business and you’re creating a saved audience, maybe you want to target people in certain zip codes.

Or you can even target people based on upcoming birthdays.

So if you’re a restaurant you can say “hey it’s your birthday come in for a free drink,” you can do any upcoming birthdays of course.

You can do gender, you can do age, you can do country, and you can also do things like how much money they make. So like income level.  This is helpful in some industries.

All right so this is all part of the Saved Audiences.

A couple tips and tricks.

There are also certain behaviors that are really helpful depending on the industry.  

In my industry, I’m often looking for business owners so I do things like Facebook page admins.

And I use that.

Sometimes I come up with a big audience and then I ask “hey I want to target only people who have Facebook pages because I know business owners have Facebook pages.” So these are saved.

In general, you want to look for audiences except for the local people where the audiences are gonna be small. You want to look for audiences anywhere between like 100k and… I don’t know 900k-ish.  That’s a good starting range. There are exceptions to every rule, but these are cold audiences that don’t know you yet.

Okay, all right.

Number two are Custom Audiences.

Okay, now Custom Audiences are built with people who already know you.

So a good example here is your email list. You can actually take your email list out of your email service provider, you can export it and you can upload it to Facebook. And then you can send ads directly to people who are on your list.

This is a really good idea when you’re doing a launch and you have a big product that you’re selling. So they’re getting the emails from you and they’re seeing the ads. So that’s an example of a custom audience.

Another is video views.  So views, hold on I can’t spell, video views.

These are people who’ve engaged with your Facebook lives in your videos. If you’ve run any video view ads to cold traffic, now you can create a custom audience of those people who have already watched your videos.  

You can also create a custom audience of people who’ve engaged with your page whether they’ve liked, comment, commented or shared.

Finally, custom audiences based on website traffic.

Okay so this is a big one and this is where you start to use the pixel.

So if you put your pixel on your funnels, you put it on your website, when people land in your funnels and on your website you can create all kinds of custom audiences based on what pages they landed on all over the Internet.

So this is exactly how Amazon… like when you go to Amazon and you look at you know a cool little piece of jewelry and then you go back to Facebook now you’re seeing ads for jewelry.

They’re basically targeting you because you landed on that page and now they’ve created a custom audience and they’re showing you a new ad.

So this is custom audiences.

This is for warm traffic and these can be much smaller audiences… so you know sometimes it can only be fifty a hundred people when you’re doing retargeting all right.

And the third type of audience is a look-alike audience.

And a look-alike audience is a cold audience. Okay, it’s still a cold audience.

This is the warm audience section and this is cold.

Now well look-alike audience is really simple. It is a big audience. So once you’ve set up a campaign with the cold traffic and it starts to get some traffic and you see that it’s working, what’s gonna happen is you’re gonna blow out your audience and you’re gonna run out of people and people are gonna start to see your ad multiple times and then they’re gonna get annoyed and then they’re gonna report the ad and then your ads gonna do poorly and it’s gonna

be sick- very sad.

So eventually once you get a campaign going really well, you need to get a bigger audience.

This is where look-alikes come in. So as that audience is growing, usually people are taking action they’re becoming part of your list. They’re making purchases.

You can create look-alike audiences based on all the actions these people are taking.

So these people usually become part of your email list.

Maybe they actually visit your website.

Maybe they make a purchase and so you create look-alike audiences based on website traffic, based on engagement, based on your email list. And what you do is it creates an audience of people who look like the people who did all these things.

Now, these audiences tend to be 1 million and higher so it can be like anywhere from like 1 to 2 million. You can even get it as big as like 2 to 6 million.

And this is great because now you’re telling Facebook “all right now I’ve got a big budget I’ve got a big audience find people who look just like these people and show them my ad. “

And those are the three main audiences that you’re going to use in ads.

The last thing I want to say is if you are testing ads and you’re testing different audiences make sure that the audiences don’t overlap too much.

When you go into the ads manager, you can actually check the box next to two audiences and under the “actions” you can choose “show audience overlap” and it will show you how much they overlap.

And you don’t want this to be too big because otherwise, you’re competing against yourself in the auction.

So you want to make sure there’s not too much overlap and if there is, just combined them into one audience.

Hope that helps see you soon.

Your 4 Month Course Launch Plan

Your 4 Month Course Launch Plan

If you’ve ever seen one of those HUGE course launches, you know that there is massive planning involved.

Maybe you’re not Jeff Walker or Marie Forleo, but you’d like to get a decent plan in place for how to do a big launch on your next product.

Here’s my four month plan, spelled out.

I’ll show you what you need to have done…

  • Four months out
  • 60 days out
  • 30 days out
  • 2 weeks out
  • 1 week out

…and everything to do during your launch.

If you like to have all your ducks in a row, want to know what comes first, second, third, and fourth, and how the big 6-figure launches get off the ground, this video will give you the plan!

Subscribe on Facebook or YouTube to be alerted of new episodes every Tuesday

Video Transcript:

Hi, Julie here and today I want to give you a four-month launch plan for your next course product or membership site.

So, four months before you’re ready to launch, this is the time when you need to create the full launch plan including everything you’re going to do get your project management software setup.

Get the people in place that you know you’re going to need over the next four months.

Most importantly make sure you understand the hook of what it is you’re selling and why it’s so important to your prospects.

90 days before your launch… now we’re about three months away. This is when you want to make sure your lead magnet or your primary bait that you’re going to use to generate leads is complete.

So have the lead magnet all prepared including the actual content of what it is plus the landing page that it lives on, the Thank You page after they opt-in, and the welcome email sequence that fires.

Sometimes I like to tell my clients on that Thank You page invite them to a Facebook group, where you can really nurture the leads in a different way than on email.

The other things that you want to have done at 90 days- you want to make sure that you have your ads ready to go for your lead magnet.

Because for the next 90 days while you’re preparing the rest of your launch, you should be running ads to the landing page for your lead magnet and generating leads.

Finally three months before, you want to make sure you have an idea of all the content that you want covered over the next three months. Remember as people are coming off of those ads and opting into your lead magnet and joining your facebook group, they’re gonna want content from you. So think about the content that you can give them over the next 90 days that’s going to get them really excited and ready to buy whatever it is you’re going to sell.

Sixty days before the launch happens. Now you want to make sure you have the big selling pieces done.

This means you want to have the sales page done for your offer as well as the order form and the fulfillment email that fires when people buy.

You also want to make sure that you have your webinar created. This means all your slides, the content that you’re going to teach, plus the pitch at the end. Now both of these things need additional stuff right? So the webinar we need a registration page and we need to pick

the dates need to have all of that done. And on the sales page, we want to make sure that the

Facebook pixel is installed.

If you’re going to be running ads that the order form is hooked up to however you’re delivering that course or product. So get all of those things done at around the 60-day mark.

The other thing you want to do at this point is you want to start to brainstorm an idea of a five-day challenge leading up to that launch day. So come up with ideas.. maybe you need

to have some worksheets or a workbook and start creating those assets as well.

30 days before your launch you want to make sure that your five-day challenge is ready to go.

Your registration page for the challenge is up.

Your registration page for your webinar is up.

And now you want to create all the ads you are going to need for things like running ads to your challenge, running ads to your webinar and eventually running ads directly to your sales page.

Remember the ads have been running collecting leads and now you should have a good amount of people that you can announce your challenge or webinar and all these things.

The other thing you want to do about one month before is you want to set up an affiliate program or a JV program. And make sure everybody has the dates of the challenge, the dates of the webinar and the time that the cart is open and closed.

So get all of that set as well as shoot the videos and get the copy ready for all of those ads that you’re gonna be running.

Now it starts to get intense.

About two weeks before the launch everything should be created.

At this point, ads should be running for the challenge, the webinar and you’re probably still running ads for the lead magnet.

Now the leads are coming in fast and furious. You may want to start doing some Facebook Lives talking about the upcoming webinar, talking about the upcoming five-day challenge. Get people really really excited.

One way to do this is to also offer some crazy giveaway.

Do a giveaway- use a giveaway plugin to get people really excited because they can

kind of sense that something’s coming soon.

One week before the launch. Now, most of your ads to collect leads are going to be wrapping up because one week before the launch, you want to actually do the five-day challenge. So do that five-day challenge and at the end of five days, remind everybody of the webinar that’s coming in a couple days and announce the giveaway winner.

Any last-minute emails or tweaks that have to be done, do it now.

And if you’re the kind of person that likes to have all of your emails written in advance, make sure all your launch emails are all written and ready to go.

Now it’s launch time. You’ve gotten through the challenge and on day one, when that launch fully opens, now what you’re going to do is you’re going to send an email.

And you’re gonna do the webinar on the opening night. You’re gonna get as many people on that webinar as possible and you’re going to sell right from the webinar.

Days 2 3 & 4 are going to be sales emails, Facebook Lives and reminding people to watch the replay.

Now in terms of Facebook Ads, you may want to be running Facebook Ads only to your hottest audience and running them direct to the sales page. That way they’re getting an email, they’re seeing you Live they’re seeing an ad, and it’s just being repeated over and over now that the cart is open and things are for sale.

Around day four you want to start to transition into that urgency scarcity. Crush objections. Maybe you can offer an encore performance of your webinar because there are so many questions you want to answer them Live. You can do Q&A sessions, more sales emails.

Day 5 day 6 day 7.  Around day 7, do a replay of your webinar. Try to get more people on Live and tell them that the doors are closing on day 8. This is the last day the doors are closing you can start to shut down your ads.

At this point send two or three emails and make sure you go Live in your group a couple times. Give people that last push it’s gonna feel uncomfortable and you’re gonna feel like you’re emailing too much but people need to be reminded again and again and again.

Congratulations you just completed a four-month launch and you’re probably exhausted but hopefully, you’ve made a ton of money.

I know the best conversations happen after the camera stops rolling so if you have any questions about a big four-month launch plan you can leave a comment below and

for more videos like this one go to

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