If you haven’t heard of retargeting yet, I’d bet you have experienced it and just don’t know it.  Ever wonder how big brand’s ads seem to pop up everywhere you go after you’ve visited their website?  It’s not a coincidence.  It’s something called retargeting (also known as remarketing).

Here’s how it works – you visit a company’s website and when you go to the page, your browser’s information is saved by the retargeting company.  When you visit other pages that contain ads from that company’s remarketing network, the network knows which ads to show based on the info that was saved and displays ads from the company you originally visited.

What is Facebook Retargeting?

Facebook remarketing is a service Facebook  provides through their advertising tools that allows you to show ads on Facebook to people who have visited your website.  This can be very general (anyone who has visited your website) or more specific (someone who visit’s a specific landing page for your product).

Why use Facebook Retargeting?

What retargeting does is give you a chance to win back potential customers who have left your site and to boost your brand awareness.  Most people who visit your website will not complete a purchase, many will never visit again.  Finding a way to stay in contact with them/continue to market to them keeps you from completely losing that lead and gives you a second chance at making that sale.

Using Facebook for remarketing is an easy way to dip your toes into the world of remarketing.  It’s simple to set up, you can start with a small budget and you can easily control how much you spend.

Facebook Retargeting How To

Facebook retargeting is relatively easy to set up.  Follow these instructions to start retargeting on Facebook.


Set up your Facebook Pixel

This simply involves placing code that Facebook provides to you on every page of your website you want to track.  I typically place this code in a shared footer so that I only have to place it in one file on the site


Create an audience

Once you have added the pixel, you can set up a custom audience that is based on visitors to your website.


Create an ad for the custom audience you just set up

Once you have created the custom audience, it will appear in your add creation tool. You can now create ads targeting your current site visitors.

Once your tracking pixel is in place you can visit your website and see that visit show up in your ad manager’s pixel tool to ensure it is working.

Questions and Answers About Facebook Retargeting

How much does Facebook retargeting cost?
The beauty of Facebook retargeting is that your upfront costs are low, they work exactly like any other ad you would set up so you can set a small budget to try things out and get an idea of what types of results you can expect.

How long does Facebook retargeting take to start working?

Retargeting will begin right away, but remember, the longer that pixel code is on your website the larger your potential audience will be.  It’s important to keep this in mind as your results may improve over time simply because your potential retargeting audience will be larger.

What is the benefit of retargeting over traditional Facebook ads?

The theory behind retargeting is that having multiple exposure point for your brand will make potential customers more likely to buy from and engage with your brand.

Want to go even further?  Try creating a lookalike audience.

Remember that tracking pixel you set up?  It doesn’t just help with retargeting, it also gives Facebook data on your current visitors that is invaluable to targeting new customers. Once you’ve set up a custom audience you can create a lookalike audience, in this case a set of people who share characteristics with people who have visited your website.  This allows you to target people you have not interacted with who share characteristics with your current site visitors.  In fact it’s really like having 100 brains doing all the heavy lifting for you.

You can create lookalike audiences on any custom audience so don’t limit yourself here.  If you have a mailing list, import it to a custom audience and make another lookalike audience – just one more way to reach the people you need to reach.

Your Biz Growth Homework

Goal: Become familiar with Facebook Retargeting

Set up a retargeting campaign.  Retarget based on all your website visits (not visits to a specific page).  Track your results and share them below.

Next Steps:
Do some thinking on where retargeting might work for you.  Make a list of all the areas on your site where it would make sense to retarget users.

You can create custom audiences for so many things.  For example you can create a custom audience for people who visit specific web pages or you can create custom audiences for people who have not visited your site in a certain amount of time.

This fine-tuning of your retargeting campaigns will really allow you to see what works and what doesn’t work as well as deliver content geared towards specific segments of your user base.

Extra Credit:

Create a lookalike audience based on the custom audience you created for the retargeting campaign and run an ad campaign for this custom audience to either increase your Facebook likes or increase your website visitors.

In both cases you will be gaining exposure with potential customers similar to those who have already shown interest in your website.