Step 1: Choose Your Whatmore Event
On the whatmore dashboard, you can track over 6 shoppable video engagement metrics:
Video Click
Product Add-to-Cart via Video
Video Like
Video Shares
Video product-tile click
Video watch-time
Once your events are pushed, they need to be verified, view this guide to verify your events. Once you have pushed the events, let Meta populate the audience for at least 7-10 days for Meta to generate a useable audience size.
Step 2: Create Your Custom Audience
On the Audience Manager in the Facebook Ads console, choose the whatmore event that you’d like to use and create the audience. We recommend these events based on the campaign strategy:
High Intent Audiences: These audiences are typically the highest and have very strong intent
Product Add-to-Cart via Video
Video Clicks
Video Product Tile Clicks
Mid-Tier Audiences These audiences are not very high but do have buying intent
Completed Video Watch
Video Like
Video Share
Step 3: Initial Campaign Setup
Once you’ve created the custom audience, head over to the campaign manager to create your retargeting campaign. We recommend the following setting to maximize conversions:
Campaign Objective: Sales
We recommend a manual setup (vs) Advantage+ Shopping Campaign
Campaign Type:
We recommend running Dynamic Product Ads by connecting Facebook Ad Manager to your Shopify Console. This is highly recommended for the following reasons:
Automated and precise targeting and also for its automated product substitution logic
Ensures only active inventory products are shown, automatically updating when products sell out
DPAs generally target product-specific pages for higher conversion
Campaign Structure:
For High Intent Audience (Add-to-Cart and Clicks):
Use dynamic product ads (DPA) for personalized retargeting
Set tight Cost Cap strategies to achieve desired ROAS and ocassionally use Value Cap for increasing volume of conversions over immediate ROAS, thereby balancing long-term audience building
Utilize attractive, conversion-focused video ads
Consider moderately flexible Cost Caps or Value Caps for building volume
Attribution:
It’s recommended to test your campaign using different attribution windows (1-day, 3-day, and 7-day windows) to identify the optimal conversion tracking method. This changes from brand to brand
Employ short windows (e.g., 3-5 days) to quickly assess performance and decide on further optimization or scaling
Creatives:
Use curated video ads targeted at specific product collections, especially during relevant seasonal or thematic periods (e.g., wedding season)
One strategy is to use:
Videos with high engagement rate on Instagram and/or other social media channels
Videos with high video clicks from the Whatmore Dashboard → Engagement Analytics
Budgeting:
Cost Cap and Value Cap Strategies:
Utilise Cost Cap campaigns to ensure profitable Return on Ad Spend (ROAS), targeting minimum ROAS thresholds (e.g., 2.5).
Occasionally use Value Cap for volume over immediate ROAS, balancing long-term audience building
Step 4: Lookalike Campaign Setup
Once the primary retargeting campaign has been setup, you can expand your reach and boost ROAS by creating Lookalike Audiences.
Lookalike audiences allow you to reach new people who are likely to be interested in your business because they share similar characteristics with your existing customers.
By leveraging whatmore events and creating lookalike audiences, brands will be able to reach out to customers that have behaved in the same way as those that have interacted with whatmore videos.
Head to the Audience Manager, click on the custom audience used for the primary campaign and create a Lookalike Audience.
Campaign Objective: Sales
Campaign Type:
We recommend running Dynamic Product Ads here as well
Lookalike Size:
You can create multiple lookalike audiences based on different sizes and test the best performing lookalikes based on the chosen whatmore event.
Start small (1%-3%) for high relevance; scale gradually based on performance
Broaden (3%-5%) only when smaller audiences saturate
Creative:
Video creatives work the best. Use the best performing creatives from your previous campaigns or from top engaged videos on Instagram
Audience:
As a precaution, negate customers that have already made a purchase (using the purchase event) so that your lookalike campaign reaches out to only new people
By adopting these best practices and leveraging Whatmore’s Advanced Retargeting events, you can significantly improve your retargeting efficiency, ROAS, and audience relevance.