Retargeting & Facebook Retargeting: The Must-Know Essentials

Facebook Retargeting | Retargeting | Facebook Ads | Social Media Marketing

Retargeting & Facebook Retargeting: The Must-Know Essentials

Annoyed, Downhearted, Melancholic! 

Yes, relatively, it's the same feeling all marketers encounter when they watch a buyer get too close to converting and then suddenly trails back, leaving their website.

We are familiar with the universal fact that the mass majority of users don’t convert on their first website visit. 

Wish there was a way to get them back and drag their attention back to our products and services which they were interested in, back in time. 


With that said, we have been granted a boon of Retargeting which can help us take the right action at the crucial time to get our visitors and prospects back with remarkably high chances of converting.


Are you getting confused between the terms Retargeting and Remarketing?

Well, both of them have some similarities and a few differences. The two concepts, undoubtedly, share a similar goal while on the flip they have differences in terms of strategy and you are able to reach effectively.

[To understand the golden mean between the both, give a thorough read to ‘What’s the Difference Between Remarketing and Retargeting?’]

So Now, What is Retargeting?

Retargeting is an SEO digital marketing strategy and is a type of digital campaign that aims to re-impact the visitors of your website, with an intention of keeping you at the top of their consideration list for buying/purchase purposes and processes.

The people who have visited your website are supposed to be people who are impressed by the content of your website (blogs, podcasts, videos, etc.) and are interested in your services, products, or other offerings.

The fact is that with this technique we are now able to impact those valuable people again to continue sending our message and demonstrate that you are the best option.

Retargeting is a branch of Remarketing. Wherein remarketing the second impact is made in any medium, it can be a call, an email, conventional mail, etc. and Retargeting on the other side is limited only to impact a second time by CPC means such as Facebook Ads, Adwords or any other pay-per-click platform.

Why Retargeting? 

As said earlier, retargeting is to impact people who already visited your website or had any sort of interaction with any of the brand products/services over social media. So as to fulfill the motive of boosting sales and acquiring a strong customer base we need to proceed with different contexts of retargeting:

#To Achieve Sell

Most visitors to your site don’t take action and this constitutes an average of around 90%. Thanks to retargeting, you can now hit them again with compelling valuable content to get them enthusiastically ask for a quote or to subscribe to your newsletter or for an attempt to finally buy the intended item of purchase.

#To Sell More

Retargeting is also useful to continue impacting your customers via emails and phone lists. This is where you realize that, in addition to being able to retarget people to your website, one can make the best use of the long-listed emails and contact numbers saved in your database by implementing custom publics of customer lists.

The pivot here is that you can continue to impact your customers through Facebook and Instagram to perhaps pass them on to a better plan of your services or even can sell them other related products that they have already bought from you.

#To Be Recommended

Have you heard of Advocacy Marketing or Referral Marketing?

It’s a strategy that aims to get your clients to recommend you, and is a very effective technique that follows content marketing.

It is simply motivating our followers to recommend our brand within their circle of influence by writing a review or sharing their content in exchange for a reward using gamifying techniques. (This can easily be supported through a retargeting campaign on Facebook.)

This is more of a user-generated form of content marketing that is highly effective in boosting business sales and building trust and loyalty.

This is how a marketer can greatly influence his potential audience with the ideal message according to the stage they are in your funnel. 

If they have not bought you you show them that you are the best option, if they already bought you you can sell them a premium service or get them to recommend further.

What is Facebook Retargeting?

Retargeting, I guess, is very much clear to you so relating to Facebook Retargeting goes with the same concept of finding interested website visitors and then targeting and convincing them over Facebook by finding out their details.

Facebook is one of the best social media marketing platforms and one cannot afford to miss taking the best advantages of it using its Facebook Ads Manager which painstakingly matches the email address to profiles. You just need to use Pixel on your website to gather their data for future targeting.

Let’s take a look at some proving stats and figures that directly or indirectly relate to the substance of retargeting:

  • Facebook retargeting can lead to a 726% hike in the count of website visitors within a 4 week time interval.
  • Website visitors retargeted using display ads are likely to convert by 70%.
  • 44% of consumers report that they would repeat business after witnessing a satisfactory and personalized shopping experience with an enterprise.
  • The Click-Through Rates of a retargeted ad is 10x times higher than a typical display ad.
  • Repeat customers are responsible for generating more than 40% of the revenue in some cases.
  • 24% of Facebook pages incorporate paid ads.

When realized deeply,  one can see an ever-increasing a list of causes that restrain a customer to complete their checkout; nevertheless, a little nudge and an extra bit of value offering, in the form of Facebook retargeting, can land up visitors to complete their buying journey successfully and further can pique their interest frequently.

[Prefer Reading: “How to get Business from the Internet for your Small Service Business?”]

Who can I Retarget on Facebook?

Facebook offers a wide range of possibilities on who we can retarget. Let’s take a rundown 

#Website Visitors

They are the people who visited your website in a certain time interval. You can even filter these people on the basis of specific page visits and let you sort and segment, relevantly.

#Active Social Interactors

They are the people who have interacted with any sort of your Facebook or Instagram asset and they may have reacted to an ad, say, people who follow you, saw a certain video, or are interested in any event, etc. 

This merely gives you the power of hypersegmentation to achieve personalization at scale.

#Potential Customers and Leads

If you have a prepared listicle of leads that you have collected through your site or perhaps from a fair/event that you attended, you can put an impression again by uploading a mailing list or even phones to Facebook and then influence them with a Retargeting campaign.

Similarly, if you want to motivate your customers to switch to another plan or include them in a referral campaign, you can do it via retargeting. 

#Mobile App Users

Yes mobile application users can also be accommodated into your business realm using this effective technique by targeting users of your web application. 

Why target someone who already is a user? 

This is because you want your users to perform certain actions so that you can monetize your app, and moving them from free to premium plans or making them buy the product that they abandoned in the cart.

What Content to Use for Facebook Retargeting?

If you are advertising on Facebook with common sense, you need to know that you cannot impact your entire audience with the same message as not everyone is positioned on the same level of your buying stage. 

If we halt our process for a moment to think about what stage the people who visit our website are in, we can infer that our audience possesses the below-mentioned characteristics:

  • Already know us or knowing us
  • Know our proposal
  • You know that we can satisfy

By this, it can be said that this is not a cold audience besides such people occupying a place in the consideration stage of our funnel. So logically, it makes sense to show them ads such as testimonials, product comparisons, real feedback, that is, try as much as possible to tell them why your business is the best-fit and that your products/services promise to deliver 100% customer satisfaction.

And every once in a while it delivers direct response ads so they convert when they are ready.

Retargeting is simply inspiring people to rediscover what they love about your business so it becomes significantly crucial to personalize every ad content for every different customer to automatically show people items they are more interested in.

This is where retargeting ads become important as they have great potential to target a large net of the audience in the array of digital marketing where all of us want to get the desired results out of the marketing efforts applied in the first place.

[Prefer Reading: “How to Write Content that Ranks Top on Google?”]

How to Retarget Audience via Facebook?

Do you know?

26% of the users who make withdrawals perform a conversion in retargeting!

This is because this category of people have already shown interest in you but are not convinced yet, thus, you need to give them a strong reason.

Retargeting can be done from different platforms, however, Facebook Ads is one the friendliest and most effective platform that is also a choice of many.

Before leading towards the steps to Retargeting on Facebook, let’s get some concepts clear and transparent.

#Facebook Pixel

It is a device that you place on your website which identifies the people visiting your website on Facebook or Instagram. Once installed, it collects a lot of information about visitors which helps your Facebook campaigns to run better.

Facebook Pixel is merely a javascript code that must be installed on every page of the website as it helps to create, measure, and optimize custom audiences for ad campaigns.

[NB: The Facebook pixel is not necessary when you want to retarget audiences generated by databases or by interactions on Facebook or Instagram. It is only necessary to create publics of visitors to the website.

Make sure you have an updated code of pixels changed ever since 2017.]

#Standard Event

Standard events are like the extra features we give to Facebook pixels to do more interesting things. These functionalities are added in the form of code and allows to know in detail what people do more on the website.

The basic event is the PageView event which enables pixel to know who visited the website or any specific page of the website.

Standard PageView Event

#Custom Audience

Custom audiences are the audiences that you can create based on certain specific criteria like interactions with your Facebook or Instagram page, visitors to the website, customer lists, or even users of your apps.

Pixel creates a list of website visitors and the actions performed by them, so to group those actions together and retarget people as per their shown behavior and pattern, you need to create custom audiences 

After signing into Ads Manager, you can search for ‘audiences’ in the search bar and go for creating a custom audience as per the mentioned sources.

This is How Retargeting is done on Facebook

Before digging deep into the technical steps, keep a few aspects in mind:

  1. The public will take it from the traffic of your website, so if you do not have such a high volume of traffic, you must carry out a campaign on Facebook beforehand, to inject traffic.
  2. It is essential to have a good information architecture because the public will be created from a product or service of your particular site, which must respond to a landing or tab on the site, the key is personalization, so never do retargeting with global traffic.
  3. You must have installed and tested the functionality of the Facebook pixel on your website, in order to collect user-specific data in retargeting.

Now we are going straight onto the process and if you find it complicated, go back as many times as necessary to understand how it works. As once you’ll get your hands on it, you’ll fall in love with it and would want to add and run all strategies and campaigns to it.

1 First, you must have a commercial administrator available, go to the Public tab.

2 Once there it will take you to a list of audiences that you have created previously, if you have not created any, it will be empty. You will have to click on the blue tab arrow, create public, click on the custom public option.

3 Then a message will open asking where you want to create that audience, click on the tab from the website.

4 A screen opens and here you must be very careful with the options, these are the ones you must choose:

  • Include people who have visited specific web pages. The url is equal to: (you add the url that responds to the tab or landing of your product or service).
  • Exclude people who have visited specific web pages: (add the thank you page that responds to the form that is on the landing or the site tab) This is important because if it is the same product, you will not want to reach those who have already bought it.
  • You give the public a name and click the create public button.

5 Then you go to the ad manager tab or the power editor (whichever you use) and create a new campaign. You select the procedures, always the same conversion event or a custom conversion.

6 When you get to the public section, you go to a personalized audience, look for the one you created and select it.

7 Finish the other fields like the ad format, the message, and other requirements and voila, you already have a remarketing campaign in circulation.

With all useful and obligatory information shared, I’ll simply end up by saying:

Keep Making Users Happy! ;)