How to create a Facebook Retargeting Campaign

Posted: 05/01/2018 by Lewis Astridge

Ever seen an ad in your Facebook feed from a recently visited site? Perhaps it was a pair of shoes you almost purchased, or a rental property you were previewing, or a hotel room you considered booking.
Retargeting is one of the most effective means of closing potential sales, yielding one of the highest returns on ad spend for advertisers.

Facebook retargeting is surprisingly simple and gives you an opportunity to re-engage with website visitors who didn’t make a purchase. Better still, it allows you to present new offers to further entice the audience, such as a discount or free postage.

To help understand how Facebook retargeting works, check out this graphic below:

Using Facebook’s Custom Audiences feature, you need to install a snippet of code on to your website that will place a cookie on the computers of those who visit your site. This code sends information back to Facebook about which pages were viewed on your site by a specific visitor.

You’ll then set your Facebook preferences to specify your settings. For example, you might retarget people who visited a certain page, or people who got to your shopping cart without making a purchase.

Here’s the basic way to create your first campaign, which requires a Facebook account for business ads.

1. Get your Facebook pixel code on your website

If you don’t already have pixel (tracking) code on your website, you’ll need it in order to start retargeting. This pixel tracks your web site visitors and their actions.

To get the pixel: In Facebook Business Manager, click on the Events Manager drop-down menu on the top left of the page, hover the mouse over “All Tools” then, under the Measurement and Report column, select “Pixels”.

On this page you’ll then get your pixel base code which you can copy and paste on your website if you’re capable, or have your developer put it in there.

2. Log in to your Facebook Ads Manager and select “Audiences”

The Audiences button appears in the dropdown menu of the main Facebook Business Manager page at the top left-hand side of the screen.

3. Click on “Create Audience” and select “Custom Audiences”

The Audiences button appears in the dropdown menu of the main Facebook Business Manager page at the top left-hand side of the screen.

4. Select “Website Traffic”

For retargeting purposes, we’re going to select website traffic so that we’re only reaching people who visited your site.

5. Select your target audience from the dropdown menu

The next pop-up screen allows you to create your audience. For testing purposes, set up a custom audience targeting people who visit your main web page. You can target a date range, give it a name, and you’re ready to get started!

Making your retargeting campaigns successful requires creating an ad that will catch the eye of your audience and grab their attention. The ad below does a good job of both, and it offers 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. Test, experiment and get those customers!