Facebook Retargeting 101

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A Comprehensive Primer Behind All Things Facebook Remarketing

My parents are recent (and very late to the party) adopters of Facebook. I find it hard sometimes to explain to them what it is that I do in layman’s terms. My mother recently called me up and asked how it was possible that she was seeing an ad for a purse she looked up the brand’s homepage. It really was freaking her out-Damn technology. The answer is remarketing. Facebook Remarketing: It’s one of the most necessary pieces that a digital marketer needs to consider and add to their Facebook campaigns, but oftentimes misunderstood. We decided to throw together a quick rundown of all the different ways a digital marketer can set up their target audiences to remarket their products to their customers.

Before we delve into the different types of remarketing, you must first ensure that the Facebook pixel is installed correctly on ALL pages of your website. You want to ensure that you have the full power of the Facebook pixel at your disposal. Once the pixel has been placed you can set up your retargeting pools in ‘Audiences’ section of your Ads Manager

If you want full details on how to accurately install the pixel, we’ve prepared a nifty little FREE guide for you HERE:

Here’s a quick and easy primer to get you started with Facebook remarketing:

  • Web Traffic: This is the most straightforward and most important type of remarketing audience to consider when setting up your campaigns. Once a pixel is placed on all pages of your site, you have the ability to target and remarket your products or services to users who land on any page of your site or specific pages of your site for a period of up to 180 days. The most practical application of the web traffic retargeting pools that we use for our clients is remarketing events/webinars/lead magnets/products to users who have ended up on site but have not converted.


Another really cool feature of website traffic retargeting that was recently added to Ads Manager is the ability to create audiences based on time on site. This would prove to be extremely effective and useful if you are attempting to remarket based on how long someone might or might not have watched a video on your site.

  • Retargeting to Specific Custom Events/Tags: When setting up the Facebook pixel, you have the ability to add Custom Event Tags to the end of your pixel code. (We highly, highly recommend that you do this). With these tags you have the ability to measure custom events based on when users hit the specific pages on which those tags are placed.

Once those custom tags are placed, you can remarket or even exclude ads to users who reached pages that caused those custom tags to fire.

  • Page Engagement: Building out retargeting pools based on how someone engages with your page has proven to be a highly effective remarketing strategy for all our clients. Because the success of your Facebook ads is so highly predicated on your page’s engagement, we suggest you add this tactic to your overall Facebook ad strategy. The users in these retargeting pools tend to be warmer in the funnel, and in addition, prove to be a highly effective segment to use when building out lookalike audiences.
  • Post Engagement: Take advantage of all those likes, comments and shares that you’ve been generating on your paid and organic posts. Facebook offers the ability to set up audiences based on users who have previously interacted with your posts. Like page engagement audiences, these segments tend to be lower in the sales funnel vs. regular cold traffic audience segments.
  • Ad Engagement: This segment is the same as post engagement except isolated only to the posts that were used for paid ads.
  • Customer Files: This really falls more under the Custom Audience category, but you can use custom audience files to remarket to your previous customers. We’ve found this to be most useful when targeting new products to previous purchasers. Using these warmed up audience segments has proven highly successful, especially when marketing new products or services and wanting to ensure that we get some warmer traffic to the landing pages.
  • Lead Form Retargeting Options: When lead ads were first introduced they proved to be a boon for marketers because of the high conversion rates gained from not sending users to landing pages. However, a common complaint was that marketers didn’t have any way to set up remarketing audiences based on how users interacted with the lead ads.

However, that is no longer the case. Users can now set up retargeting pools for users who opened the form, users who opened the lead form and didn’t submit, and users who opened and did submit. These audiences can be used not only for future lead ad campaigns but any other campaigns that you plan on running in the future.

  • Instagram Retargeting: The newest addition to Facebook’s retargeting options, digital marketers are very excited about the ability to remarket products to users based on how they interacted with their businesses’ Instagram profiles. We highly suggest that you begin testing these targeting segments when running your Facebook campaigns.

Remarketing is an extremely valuable tool that all digital marketers should utilize to ensure that they are capturing as many customers and conversions as possible. According to Barilliance, cart abandonment and landing page drop off rates can reach up to 85.6%. Ensure that you have tested all of Facebook’s retargeting audience segments in your campaigns to see which work best for you.

For any additional questions, please reach out to us at Absolutely Social, where we can help you with all your digital marketing needs.

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