How to do remarketing on Facebook

Previously, to do remarketing on Facebook you would have to use some external tools like Adroll, Perfect Audience and the like; however, for the last two years or so, Facebook has launched the possibility of creating native remarketing ads, that is, within the Facebook platform itself.

For those who still don't know exactly what Facebook remarketing means, I'll explain:

If someone visits your website after clicking on a Facebook ad, they may not always complete an action like making a purchase or providing their contact information. A great way to remarket to them is by using your Facebook pixel (formerly known as a Custom Audience pixel) to create a Custom Audience from your website. This will help you

Below I'll teach you a step-by-step process of... How to do remarketing on Facebook. Check it out!

How to do remarketing on Facebook: Step-by-step

Step 1: Creating the Facebook Pixel

To identify your website visitors so you can retarget them on Facebook, insert a Facebook pixel on your website. You can also use a Custom Audience pixel if you already have one installed and proceed to step 2.
  1. Click on Tools in the top menu
  2. Click on Pixels > Facebook Pixel
  3. Click on Create a pixel
  4. Name the pixel. There's only one pixel per ad account, so choose a name that represents your business.
  5. Click on Create pixel

Step 2: Creating a Custom Audience

Once your pixel is implemented on your website, you can create an audience based on your website visitors.
  1. Go to the Ads Manager
  2. Click on Tools and choose Publics
  3. Click on Create an audience
  4. Select Custom Audience
  5. Click on Website traffic
  6. Name your Custom Audience, choose an option fromWebsite traffic and click on Create an audience

Step 3: Creating an Ad

You can access the Custom audience for your website. at any time in the Audiences tab in Ads Manager.
  1. Choice Create ads alongside the audience you want to target.
  2. Select your advertising objective, such as getting clicks or conversions for your website, and configure the rest of your ad.

Bonus

After setting up the Custom Audiences for your website, You can find a group of people similar to your website visitors by creating a lookalike audience.
This takes assumptions out of the targeting process and helps you increase sales based on people who have already shown interest in your products or services.
To create a lookalike audience, access the Ads Manager > Tools > Publics, click on Create an audience and select Similar Audience in the dropdown menu.

Frequently Asked Questions

Below is a list of answers to frequently asked questions about... Custom Audiences for your website:
[accordion_content title=”What is the difference between Custom Audiences on my website and a regular Custom Audience?”]Your website's Custom Audiences feature is a type of audience that uses a pixel on your website to dynamically capture your website visitors and place them into a special Custom Audience for targeting. A regular Custom Audience can be created from your customer email list in a spreadsheet file.[/accordion_content]
[accordion_content title=”On which page of my website should I install the Facebook pixel?”]Install your Facebook pixel on all pages of your website. The pixel code will be the same for all audiences created. Simply add a Facebook pixel to the entire website, regardless of the number of audiences created. You can also use standard events to measure the performance of your Facebook ads and reach people who visit specific pages on your website.[/accordion_content]

[accordion_content title=”What types of audiences should I create?”]Your audiences should match your marketing objectives. Here are some ideas for the many audiences you can create:

  • One audience for all visitors to your website.
  • One audience for each landing page or main product category of your business.
  • An audience for people who visited your shopping cart page.
  • An audience for people who successfully reach the checkout page.
  • (Advanced) Each of the audiences mentioned above in different retrospective periods – 1 day, 14 days and 30 days.

You can create relevant messages for your ads based on the type of audience you are targeting.

[accordion_content title=”What should my audience size be?”]We recommend that you wait until you have several hundred people on Custom Audiences for your website before targeting an ad to them. The deadline to start using the Custom Audiences for your website It will depend on the traffic on your website and when you created the pixel.
[accordion_content title=”What should I do if, when I install Custom Audiences on my website, my audience is small and website traffic isn't very high?”]If you've just installed the Facebook pixel, it can take a few days or weeks for your audience to reach a sizable size for targeting, depending on your website traffic. Here are some tips to increase your audience size: Increase the retention period (the length of time a person who visited your website stays in your audience) and remember to check the “include previous website traffic” box when setting up your audience. Create link ads that direct people to your website (where they will be captured in the audience). You can also create promotions or special offers to increase your traffic. Take advantage of end-of-year or other seasonal sales. This is when customers are more likely to spend and have a larger budget. Remember to install the Facebook pixel on all pages of your website.[/accordion_content]
[accordion_content title=”How do I remove a Website Custom Audience from my ads?”]You can remove a Website Custom Audience (or any Custom Audience or Lookalike Audience) when selecting your targeting in the ad creation tool. In the Custom Audiences box, type the name of your Website Custom Audience and select it. After selecting it, you can click the dropdown arrow that appears when you hover over the audience and select “Remove this audience”.[/accordion_content]