How to Retarget on Facebook: The Complete Guide

June 14, 2022

Like most people, you’ve probably been scrolling through your Facebook feed and seen an ad for something you were talking about with a friend. Or maybe you were looking at a pair of shoes on Amazon and then started seeing ads for that same pair of shoes everywhere you went online. That’s retargeting, and it’s one of the most effective ways to market to potential customers. This guide teaches you how to retarget on Facebook.

Retargeting is a form of online advertising that allows businesses to show ads to users who have already shown interest in their product or service. If someone visits your website but doesn’t make a purchase, you can still reach out to them with targeted ads later on. The best part about retargeting is that it can be highly effective in driving conversions because you’re only targeting people who are already interested in your offer.

How to Retarget on Facebook

Retargeting is a powerful tool that can help you turn website visitors into conversions. But before we learn how to retarget on Facebook, let’s understand this concept to be on the same page.

Facebook retargeting 

Facebook retargeting is an effective way to reach people who have already shown an interest in your business. By targeting these individuals with ads, you can encourage them to take action and make a purchase.

Have you ever noticed how after looking at something online, you start seeing ads for it everywhere? This is thanks to retargeting.

These advertisements are meant to get people thinking about buying again.

Most people don’t make a purchase the first time they see an item. Unless they are already a loyal customer, or the product is something that needs to be regularly replaced (like vitamins or cleaning supplies), potential buyers will hesitate before completing a purchase.

When a lead is distracted while shopping for a new product or service, it’s essential to remind the lead of the specific product they were looking at.

How retargeting works

Remarketing is a marketing tactic that focuses ads on people who have already visited or interacted with your company’s website.

Retargeting is a great way to focus on the people in-market and remind them how great your product is or why going with your service is the right decision.

For a visual explanation, check out the infographic below from Roar Local.

how to retarget on facebook (Source)

Using the custom audiences feature of Facebook Ads, you can place a piece of code on your site that will track visitors’ cookies.

With this code installed on any page of your website, you can track which specific visitors are viewing which pages of your site.

With custom audiences, you can remarket to visitors of specific pages or those who reached a certain point in your sales funnel but didn’t convert.

We ran a successful Facebook ad campaign targeting people in Nashville and Austin who had visited the website of numerous apartment complexes. The campaign resulted in many clicks and inquiries about available units.

People who had visited those pages and had not converted were targeted with ads featuring the exact property they had looked at but with more information.

The results from our remarketing efforts were fantastic. We saw a 44% lift in conversion rates, which is an excellent outcome for both our marketing agency and the client.

Retargeting is a great way to bring back previous customers and encourage them to make another purchase. So, let’s learn how to set up your first retargeting campaign.

With the latest feature from Facebook Ads, you can track purchases and conversions directly through the social media platform. See how some businesses are using this new feature with some examples below.

Is Retargeting on Facebook Important?

Retargeting on Facebook is an essential tool for any PPC campaign. Without proper retargeting, you’re leaving money on the table.

Let’s start at the beginning.

Retargeting on Facebook can be a great way to reach people who have shown interest in your business or products. By showing them targeted advertisements, you can increase the chance of conversions and generate more revenue.

If a visitor to your website didn’t complete a purchase, you could remarket to them with targeting ads to encourage them to return and finish their transaction. This is an effective strategy for increasing your conversion rates.

Remarketing on Facebook is an excellent way to increase sales revenue by upselling and cross-selling products to past purchasers. By targeting your ads to people who have already shown an interest in your product, you can significantly increase the chances of making a sale.

how to retarget on facebook (Source)

Retargeting can be a powerful marketing tool when used correctly. It can be more effective than all your other advertising methods when done correctly.

Believe us when we say that…

Just 2% of website visitors convert on their first visit to a website.

Retargeting is a powerful tool that can help businesses reach the remaining 98% of visitors who didn’t convert on their first visit. By showing relevant ads to users who have already expressed interest in your product or service, you can increase the chances of conversion and drive more sales.

And according to the 2021 outlook report on remarketing by Sharpspring, 94% of B2B and B2C marketers say that retargeting ads are somewhat effective.

The same study also revealed that social media is primarily used as ad retargeting, further proving its effectiveness.

Retargeting campaigns are not only effective for marketers but also for the visitors who see them. Retargeted visitors are 70% more likely to convert to a website than those who don’t see retargeted ads. This makes retargeting an essential tool for any marketer looking to improve their conversion rate.

A recent study conducted by ComScore shows that retargeting campaigns generate the highest lift in trademark search behavior, at 1,046%, compared to other retargeting strategies. This significant finding should not be ignored by marketers seeking to create successful campaigns.


Retargeting on Facebook is a strategy that’s often overlooked.

Not all retargeting ads are suitable.

When deploying your Facebook ads, it’s essential to know your target audience, what information you want to include, and when exactly you should run your ads.

Don’t just lump all your website traffic together. Segment your traffic into different audiences so you can target them more effectively.

As you develop your Facebook marketing strategy, creating separate campaigns for each stage of your funnel is essential. This allows you to target each group with ads that are more likely to resonate, increasing the likelihood of conversion.

how to retarget on facebook (Source)

When creating your Facebook remarketing strategy, be sure to create separate campaigns for each stage of the marketing funnel. This will ensure that you can target your audience more effectively and show them the most relevant offers.

By knowing which audience to retarget and which ad to show, you’ll be able to target your marketing efforts better.

With Facebook retargeting ads, you can attract new visitors to your site. But are you getting them to convert? That’s another story.

Not so simple.

Thankfully, there is a way to earn return visits to your site and get customers to make additional purchases.

One way to send a cold call to voice mail is using Facebook’s ad platform.

Are you not using the power of remarketing? Then you’re missing out on a lot of potential sales. Your competition is more than happy to scoop up those missed opportunities.

But we’re not going to let that be the case.

In our guide, we’ll show you how to use Facebook ads to increase sales and how to use these ads to revive your business’s return on investment.

Hold on tight.

Retargeting is a powerful tool that can help you turn website visitors into conversions. There are several types of retargeting audiences, and it’s essential to know how to set up Facebook retargeting before getting started. Overall, there are best practices for Facebook retargeting that should be followed to be successful. 

5 Easy Steps for Creating a Retargeting Campaign for Facebook Ads

Follow these five easy steps to set up successful Facebook ads remarketing campaigns for your small business.

1. Log in to your Facebook Ad Manager

To find Audiences in Ads Manager, click on ‘Business Manager’ at the top left of the screen. Then, select ‘Audiences’ from the dropdown menu.

2. Click on create an audience and then choose custom

To create a custom audience for your retargeting ads, select the ‘custom audiences’ button from the ‘create an audience’ menu at the top of your screen. This will allow you only to target people who’ve previously visited your site, ensuring your retargeted ad campaign is as efficient as it can be.

3. Select website traffic

You have some options, but let’s assume we’re using website visits for this scenario.

4. Pick out your target audience from the dropdown list.

After selecting “Create Audience,” you’ll be taken to this screen, where you can create your targeted list.

After creating an audience, you can specify which visitors you want to include. You can:-Target people who view certain pages of your site-Target, people who have not looked at a page in a certain number of days-Create, a custom audience.

You can create an audience of people who have visited your site within a specific time period.

5. Place your pixel code on the website

To begin retargeting, you’ll first need to install tracking pixels (or cookies) onto your site.

The pixel code is what you’ll place on your webpage to track visitors.

The “pixel” is an invisible 1-by-1-pixel image placed on a website.

The tracking pixels allow you to see which visitors are visiting your site. This helps you better understand your target audience, and which types of people are interested in your business.

To get the code, go to the Audiences section of your AdWords account. Then, select the Remarketing campaign you set up. After that, click “Actions” and “view” in the dropdown menu.

Your Pixel Base Code can be found in the Audience section of Google Ads (formerly known as AdWords). Select your Retargeting Campaign, click “Actions,” and then “View panel” in the dropdown. Your code is in this image but will be blurry.

Now you’re all set!

How to Get the Most Out of Your Facebook Retargeting Strategies

To get the most out of your retargeting strategy, you’ll need to catch your audience’s attention and give them a good reason to return to your funnel.

Plan your campaign! What do you want to do?

Did you notice that some visitors got to the checkout page but didn’t complete their purchase? Or maybe they looked at a pair of sneakers but decided not to buy them.

Retarget these customers with a special offer or free shipping on their next purchase.

Once you know what to do, create an ad that will catch the eye of your audience and get their attention. The ad below does an excellent job of both, offering a discount – a great reason to return to Amazon and make that purchase!

These are just the basics, but you’ve got a great spot to get started from. Once you start running your ads, ensure that you’re AB testing to find which ads work the best, and keep testing, testing, testing!

If you want your Facebook ads to be more effective, then make sure you check out our free ebook and webinar. Our book comes with a checklist that will ensure your ads are successful.

Best Practices For Effective Facebook Retargeting Campaigns

What techniques do you use for effective, high converting, and high-performing retargeting campaigns?

So, we put together a list of best practices to help you get the most out of your Facebook advertising.

1. Exclude people who have converted from your retargeting list

Brands must be careful not to cross that line and become a nuisance.

What does this sentence sound like?

Ad Retargeting is when you show ads to people who have interacted with your site before. This may seem significant, but showing these to people that have already bought from you or signed up for your service can hurt your reputation as a brand.

Plus, it’s a waste of money.

Unless you’re intentionally trying to target your converted customers, don’t include them in your remarketing campaigns.

2. Make your offers relevant to your prospect

Ad Retargeting is when you serve ads to people who have previously shown an interest in your products. It’s easier to sell to these people because you already know they’re interested.

But only if you choose the suitable types of ads for the traffic you’re targeting. This requires you to select the appropriate ad type based on the level of interest your prospect has in your product or service.

For example, don’t ask for the sale from someone in the “looking for information” stage of their customer journey. Instead, serve them with a “non-sales” type advertisement to try and get them at the top of your funnel.

Your ad copy should match your prospect’s intention, and you must create ads for PPC visitors based on where they are in the sales funnel.

3. Shorten the look-back window.

Having a more extended look-back period for your products is not helpful if your customers don’t buy the product quickly. A 30 or 60-day maximum is plenty.

Don’t waste time and money on ads that target people who aren’t interested.

4. Change up your ads frequently to keep your audience engaged

There are millions of advertisements that consumers are inundated with every day.

This would get annoying for anyone. And after a while, they’d start to tune out your ads.

To prevent your ad from appearing stale and boring, change up your ad’s design, message, and copy.

5. Increase your marketing budget to build a more extensive retargeting list 

Going big with your retargeting strategies can be great for your business, but overdoing it can hurt your ROI. To prevent this from happening, try increasing your prospecting budgets.

A good rule of thumb is to spend 70% of your marketing budget on lead generation and 30% on remarketing campaigns. This helps you build up your list of potential customers while avoiding burnout and keeping your advertising fresh.

6. Separate Retargeting and Prospecting Audiences

Don’t forget to include your non-targeted audience when excluding your targeted one. Otherwise, your targeting will backfire.

Again, this will hurt the personalization that customers expect, and you don’t want to be competing with yourself at different stages of your sales funnel.

So, don’t waste your money by targeting the same audience for your remarketing and lead generation efforts.

7. Get pixels and events set correctly

You built a kickass Facebook ads strategy that drove tons of traffic. But without proper tracking, you won’t know if you’re driving the right traffic to your site.

This makes you unaware of whether or not your strategy is successful. To prevent this from happening, ensure your Facebook Pixel and Conversion Events are set up correctly. This will ensure that you’re accurately targeting users on Retargeting Lists and that you’re measuring the correct Campaign Performance.

After all, if your conversions aren’t tracked properly, you won’t know what’s working and what isn’t.

What’s the best content marketing?

No one size fits all answer to the best content marketing strategy for every business. The best strategy will vary from business to business and depend on various factors. However, some general tips for creating compelling content marketing include developing high-quality and original content that is relevant to the target audience, promoting this content through various channels (such as social media, email marketing, and paid advertising), and measuring the results of the campaign to optimize future efforts.

What is an excellent example of content marketing?

An excellent example of content marketing is creating and sharing blog posts, infographics, images, or other content types that educate, inform, or entertain your target audience. This helps build trust and credibility with potential customers, eventually leading to sales.


Now you know how to retarget on Facebook. From setting up your campaign to measuring its success. So what are you waiting for? Start retargeting today!

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