Facebook Retargeting Ads


Kevin Urrutia


Marketing, Social Media


May 05, 2024

Over 96% of people that visit your website aren’t ready to make a purchase. They scroll through the website, check the products or services, and leave.

In most cases, the website visitors completely forget about your brand. So what can you do to keep in touch with them and remind them of your brand until they are ready to make a purchase? Take advantage of Facebook retargeting ads.

Through retargeting, you can bring back website visitors who didn’t purchase anything on their first visit. With more than 2 billion users and accurate audience targeting, Facebook is the ideal platform for it.

While many brands are using retargeting ads, only a few of them can use it to its full potential. In this article, we will be discussing everything you need to know to create successful Facebook retargeting ads that drive conversions.

What is retargeting, and why should you be doing it?

Retargeting means following your leads around the web and luring them with offers so that they can come back to your website or mobile app with app install ads to make a purchase.

We focus on direct response and customer acquisition in e-commerce, lead gen, and mobile. When it comes to results and leads, we speak your language.

When a user visits your company website, they get tagged or ‘cookie-d.’ By placing a unique code on your website’s pages, you can trigger ads to follow the cookie-d users online — whether it’s on websites or social media.

Retargeting campaigns are different from the other campaigns because, in this case, the audience you are targeting is familiar with your brand. They already know the worth of your services or products, and all you have to do is create an ad that’s worthy of a revisit.

If you still aren’t convinced, here are some more reasons to seriously consider retargeting as part of your Facebook marketing campaign:

  • Over 72% of the online customers abandon their cart before checking out
  • Without retargeting the above customers, only 8% of them would return to check out
  • When you retarget website visitors with ads, they are 70% more likely to convert

Find the audience

The audience for Facebook remarketing ads is the one that has already interacted with your brand in the past and knows about it as well.

To target those users, you need to create a custom audience.

There are three ways to create a custom audience on Facebook:

Customer list

If you already have a customer list through email or app sign-ups, you can upload that as a file or copy-paste the email addresses of your customers.

Facebook also has a MailChimp integration, which allows you to upload your subscriber list if you use MailChimp directly.

Website traffic

You can also retarget users who have previously visited your website. But for Facebook to identify your website visitors and match them to their respective Facebook accounts, you need to install the Facebook Pixel on your website.

Pixel is a unique image file that gets embedded in your website as a javascript code. It works like a cookie, and each time it is loaded, Facebook can track the page visited by a user on your website. Since Pixel transcends a single device or IP address, it can accurately track an individual user through multiple devices and locations.

What does that mean for you? It means no matter what product you sell or what industry you are a part of; you can create highly targeted ads on a variety of devices and in different locations.

Installing Pixel on your website is a one-time process. To do that, go to the Event Manager → Pixel –> Create a Pixel.

Now, name and create your Pixel.

You can either directly integrate the Pixel code through Facebook or copy the unique code generated and place it below the header tag of your website. Of course, the Pixel won’t start remarketing until you create a new ad campaign with an audience tied to it.

App activity

If you already have an app, then this is a great way to show relevant ads to users based on their behavior on the app. For instance, if a user abandons the cart within the app, you could retarget them by offering a special discount. You can also reach people that have opened your app, created an account, or completed a purchase.

The best strategies for Facebook retargeting

1- Remind visitors to finish their purchase

Users that visit your website might be interested in the products or services you offer, but not all of them make a purchase on their first visit, and there can be many reasons behind it.

Most users prefer desktop shopping over mobile shopping. While half of the traffic comes from mobile, only 1 in 5 online shoppers complete their purchase on smartphones.

A user may find something they are interested in while they are using their smartphones, and they might want to check that later when they open their computer. But by the time they fire up their laptop, they might forget about the product they had seen on their smartphone.

You can show desktop ads to your mobile visitors to remind them of the products they had previously checked and captured their attention.

Facebook’s new dynamic product ads are a powerful way of remarketing products and targeting users according to their past actions on your website or mobile application. These are automated ads that tag your website visitors or app users with the products they have previously shown interest in and show those specific product ads.

To get your dynamic ads up and running, go to your Facebook ads account

1- Under Assets, go to Product catalog → Create a catalog

2- You can either add products manually, upload a data feed file with details about the products, or add the Pixel code to your website

3- Once that is done, create the first ad for your catalog by designing your template and you are done

Some of the customers abandon carts because they want to wait for a better offer to come around before they make a purchase. 36% of users drop out before checking out because they end up finding a better deal somewhere else.

Offering a discount through retargeted ads could be the answer to this problem. Over 54% of customers come back to purchase a product after they are offered a discount. If you aren’t able to provide a discount, you can always run a limited-time free shipping offer.

2- Retarget recent visitors and customers

You can also retarget users that have recently visited your website or purchased a product.

Create a custom audience comprising of users that have visited the website in the last 30 days or the customers that purchased in the previous month.

Your marketing objective can be product catalog sales if you have already created a catalog on Facebook ad manager, or you can choose conversions as the primary objective and create specific product ads you want to display.

3- Provide support to customers who are still undecided

Over 83% of online customers look for help before completing a purchase, but only half of them try to get their queries answered by reaching out to the company’s support team. You can use Facebook retargeting ads to reach your prospective customers and answer their questions to motivate them to make a purchase. This can especially be a helpful strategy for B2B products.

A few days after running a retargeting campaign for your website’s previous visitors, you can run a new campaign that targets users who responded to the last campaign and offer customer service.

Facebook Messenger ads can be the best bet here since they encourage users to contact your company and initiate a one on one conversation on a more personal level.

4- Invites users to stay in touch with your brand

While sales are the main objective of any marketing campaign, there can be some users that are interested in your products, but they might not need those products right at the moment.

You can run a campaign to increase leads, newsletter subscribers, or Facebook page followers and share news about the latest product launches and exclusive deals with them. You can target these warm leads and convert them into loyal customers by nurturing them over time.

Create a custom audience of users that have visited your website in the past two weeks, but haven’t made a purchase yet. You can choose the marketing objective as lead generation and offer free trials, ebooks, or product samples in exchange for the customers sharing their information with you.

With these fantastic tips, you will be able to create successful Facebook retargeting ads that increase engagement and sales as well. You can also check our in-depth guide for creating Facebook ads for SaaS companies.

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