Have you ever been shopping for something online, taken a quick break to check what is going on in your Facebook news feed, only to be met by an advert from a website you have just visited? What kind of sorcery is this?

This is called Facebook retargeting, and it is one of the most effective tools in a business’s arsenal to help convert potential customers.

The principle of Facebook retargeting is incredibly simple. Using a ‘pixel’ that is incorporated into one of more of the pages on your website, you can re-engage visitors by showing adverts directly in their Facebook news feed. These adverts can be anything you want, from a special offer to entice them back in, to simply re-highlighting the benefits or your product or service.

Using the Custom Audiences tool on Facebooks Ad Manager, you can segment your website visitors. These might be people who have visited certain pages of your site, or even visitors who have got to the checkout page but not quite completed the purchase.

facebook retargeting consumer journey

Creating a Facebook retargeting campaign

1. Navigating to the ‘Audience’ section

To find audiences, first login to your Ads Manager and click ‘Facebook Adverts’ next to the Facebook logo in the top left corner, which will show a drop menu. Audiences is located under the ‘Assets’ tab.

select audiences

2. Choosing your custom audience type

Next we are going to select ‘Create Custom Audience’. This is going to bring up a lightbox with a few different options on.
As we are looking at website retargeting, the option we want to go for is ‘Website Traffic’

select website traffic

*At this point you may be asked to create a Facebook Pixel and install it on your website, if you haven’t already. For help on installing your Facebook Pixel click here.

3. Creating your audience

In this section you are going to decide who you want to include in your retargeting campaign. The options available to you are:

  1. All website visitors
  2. People who visit specific web pages
    • The URL contains
    • The URL doesn’t contain
    • The URL equals
  3. Visitors by time spent
    • Top 25%
    • Top 10%
    • Top 5%

You then need to decide who you are going to exclude from your campaign. This is particularly useful when you would like to target people who have visited the checkout or contact page, but not progressed any further. In this instance you would include people who have visited the checkout URL, but exclude people who have visited the thank you page URL, or confirmation page URL.

To bring up the option to exclude visitors, click ‘Exclude’ in the bottom right of the box and repeat the same steps.

When you have decided who you are going to include and exclude from your campaign, select how large your audience size should be by changing the number in the white box to determine how long you would like people to remain in your audience, then simply give your audience and name and click ‘Create Audience’.

include and exclude from audience

4. Creating an advert using your custom audience

So you’ve created your custom audience, now all you need to do is select it when creating your advert.

To do this, simply create a new advert like you normally would. When you are selecting your audience, you will see a box that says ‘Add Custom Audience or Lookalike Audience’. Give that a click and you will see a list of your custom audiences appear. Simply select which one you would like to use and you’re done.

You can still use all of the other audience selection features Facebook has to offer such as location, age, gender and detailed targeting in conjunction with your customer audience. Remember – the more detailed you can make your audience selection, the more likely somebody is to click the ad (if the ad communicates effectively with that audience).

create a facebook advert

If you would like to find out more about Facebook retargeting and how it can work for your business, get in touch. with our team.