Welcome to this insightful interview where we get to chat with Facebook ads expert Ben Heath about the best practices for retargeting and Facebook ads for e-commerce and lead generation. In this conversation, we explore a range of topics including account setups, attribution, measurement, and the importance of meeting the real-world needs of clients.

► Education Resources
- The Facebook Ads MBA Program: https://bit.ly/MBASignUpLink
- Predictable Profits Scaling Blueprint - www.disrupterschool.com/PredictableProfitScalingBlueprint

► Connect With Me On Other Platforms
- Twitter:   / ctthedisrupter  
- Instagram:   / ctthedisrupter  
- LinkedIn:   / charleytichenoriv  

Chapters:
0:00 The Real-World Needs of Clients in Facebook Ads: Insights from Ben Heath
1:05 Maximizing Your Facebook Ads: A Deep Dive into Retargeting
3:19 From Awareness to Purchase: The Role of Retargeting in Your Sales Funnel
5:36 Is Your Retargeting Audience Converting? Here's What You Need to Know
6:13 Revolutionize Your Retargeting: How to Create Memorable Customer Experiences
10:18 Facebook Ads: Letting the Algorithm Do the Work vs. Taking Control
14:35 The Future of Retargeting: A Depreciating Asset?
20:38 The Retargeting Revolution: When It Works Best and Why You Need It
22:55 From Clicks to Conversions: A Complete Guide to Measuring Ad Performance
29:04 The Secret to Accurate Sales Attribution Revealed
30:10 Demystifying the customer journey: Insights and best practices
33:17 How to Create the Perfect Facebook Ad Account for Your Business
39:29 Unlocking the Power of Facebook Targeting for Your Business
44:48 @BenHeath Go Like and Subscribe

Ben shares his wealth of knowledge and experience in Facebook advertising, discussing the importance of retargeting campaigns and their value in the current ecosystem. We explore the challenges and benefits of retargeting, and how it can be used to build a relationship with potential customers, and how it can be optimized for better results.

We also discuss the importance of account setups in Facebook advertising and how to structure them for maximum success, and delve into the complexities of attribution, and how to measure advertising results by incremental lift rather than by individual ads or campaigns.

The conversation also touches on the real-world needs of marketers, including the challenge of balancing business results with maintaining a positive brand reputation. Ben shares his insights on how to meet client needs even if it means accepting the possibility of bad business results.

@BenHeath kicks us off with his belief that while retargeting may not be as effective as it used to be, it is still a valuable tool for most clients. He suggests that retargeting assets or campaigns within a campaign are where the best results are often seen on a cost-per-purchase or cost-per-lead basis, depending on what is being advertised.

Ben emphasizes the importance of retargeting in ad accounts where building a relationship with prospects is crucial, especially for high-value services. Retargeting allows for multiple exposures of the service or product to the prospect and can be more accurately targeted to hit those people again and again.

We also discuss open targeting and the pain points of the lack of focus on individuals and the inability to control the funnel. Retargeting allows for more control and confidence in reaching the right people with ads that don't immediately lead to a purchase or sale. By being specific with retargeting, such as retargeting an email list or people who have visited the website in the last 180 days, the media buyer can optimize the ads for better results.

However, we also discuss potential downsides to retargeting. Forcing ads onto people who have already made a decision to say no to a product or service may ultimately raise the cost of advertising across the board and negatively impact the user experience. It is important to focus on building an audience through advertising content tailored to the user experience.

Ben counters this by suggesting that if the primary objective is lead quality, then forcing add impressions could be beneficial for conversion rates, particularly if there is a sales team involved. However, it is important to consider the cost-benefit analysis of getting a sales call booked, and at some point, it might become unsustainable to continue with that strategy. Constantly monitoring and evaluating the effectiveness of the strategy and adjusting accordingly is key. It's also crucial to have a clear understanding of the business goals and objectives and make sure that the advertising strategy is aligned with those goals.