📘 Module 7: Retargeting & Scaling – Get More Results from Warm Audiences

🎯 Objective

Teach learners how to set up retargeting ads (to re-engage past visitors or engagers) and how to scale their winning ads with bigger budgets and broader audiences.

♻️ Retargeting and Scaling Facebook Ads – The Secret to Consistent Results

🔄 Section 1: What is Retargeting?

Retargeting = Showing ads to people who have already interacted with your business.

• These people already know you
• They’re more likely to trust and convert
• Retargeting ads are cheaper and more profitable

🔁 Section 2: Retargeting Audiences You Can Create

• Video Viewers: People who watched 25%, 50%, or 75% of your videos
• Page/Instagram Engagers: Users who liked, commented, shared, DMed, or saved your posts
• Website Visitors (Pixel): Visitors based on time spent or pages visited
• Add to Cart/Initiate Checkout: People who started checkout but didn’t finish

🧪 Section 3: How to Set Up a Retargeting Campaign

• Step 1: Go to Audiences in Ads Manager → Create Custom Audience → Choose source: Video Views / Page Engagement / Website Traffic
• Step 2: Name your audience clearly (e.g., “30D Website Visitors”)
• Step 3: Create a new campaign → Objective: Leads, Sales, or Messages → Ad Set: Use the custom audience → Ad: Use a testimonial or urgency creative (e.g., “Still thinking about it?”)

🔼 Section 4: Scaling Your Ads (Safely and Smartly)

✅ Vertical Scaling

• Increase budget gradually (no more than 20–30% per day)
• Monitor cost per result (if it spikes, pause scaling)

✅ Horizontal Scaling

• Duplicate ad sets and test new audiences (e.g., broader ages/interests)
• Test new creatives (videos, formats, copy)
• Try different placements (Reels, Stories, Marketplace)

📌 Use Lookalike Audiences to scale cold campaigns based on your warm audience.

⚠️ Section 5: Retargeting + Scaling Mistakes to Avoid

• Retargeting too soon (let people discover you first)
• Not excluding recent buyers
• Increasing budget too fast (resets learning phase)
• Using the same creative repeatedly (causes ad fatigue)

✅ What You’ll Learn from This Module

• Retarget people who already engaged with your brand
• Create custom audiences from video viewers, page fans, and website visitors
• Increase budget without hurting performance
• Scale campaigns using real data and audience insights

⏭️ Next up: Module 8 – Common Mistakes and How to Fix Them