How To Set Up Facebook Retargeting Ads: Complete Guide for 2022

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    Facebook Retargeting ads are one of the platforms’ most effective advertising tools. They enable you to contact people who already know your brand, be it via a list of customers that you have established or any activity on your site that was recorded by a tracking pixel.

    Since people will be more inclined to interact with advertisements from brands they trust and are familiar with, it’s a win-win-win for the advertiser and the consumer.

    how do retargeting ads work

    What is Facebook retargeting ads ?  

    Retargeting on Facebook is a PPC method that allows you to show your ads to users who are already familiar with your company’s brand. They’ve already visited your site or interacted with you on your Facebook and Instagram pages.

    Retargeting simply means showing your advertisements to those who already know about your brand. The goal of retargeting is to influence them to do something.

    To understand the remarketing instances, let’s look at the typical funnel for marketing.

    Steps to set up a Facebook retargeting ads

    Follow these steps when you’re ready to set up your Facebook retargeting campaigns. These instructions assume that you have already created an account on Facebook to run business ads.

    1. Log into facebook’s ads manager and choose audiences.

    Audiences are listed in the dropdown menu after you click Business Manager on the upper left-hand corner of your screen.

    2. Choose to create an audience, then select custom audiences.

    retargeting ads

    You’ll also find Create Audience on the upper left of your screen. Finally, to retarget, we’ll need to select Custom Audience, which will let us create a campaign to reach people who have gone to a website.

    3. Select website traffic

    retargeting ads

    You can choose from various options; however, when retargeting, we’ll concentrate on traffic to websites so that we can reach the people who visit your site.

    4. Select the target audience from the dropdown menu

    retargeting ads

    You’ll be brought to a display, as shown below, which lets you create your audience. You can choose to select the following categories:

    1. Any person who visits your site
    2. Visitors who go to certain pages
    3. Individuals who visit particular web pages but not other pages
    4. People who haven’t been to the site in a certain period
    5. Custom combination

    5. Find your pixel code and add it to your website

    If you don’t have pixel (tracking) codes on your site, you’ll require them to begin the process of retargeting.

    retargeting ads

    Here’s how you can get the code: In the audience section of Ads Manager, you’ll see the new retargeting campaign. Select it, click Actions, and View Panel from the dropdown menu. You’ll see it below.

    retargeting ads

    You’ll then receive your pixel base codes (we’ve removed ours from the photo below; however, this is where you’ll find them) that you can put on your site if you’re competent or ask your developer to insert them.

    You’re now all set to go!

    6. Set your budget.

    retargeting ads
    what is retargeting ads

    Before you even begin the campaign, ensure you have an allocated budget for paid-for tactics broken down by channel. Regarding Facebook campaigns, establish a lifetime budget for the campaign’s duration, then track and adjust it as necessary. For beginners, it is best to change the bidding process to “Optimize for Website Click.”

    You can also identify your ads at this point; it is beneficial when you want to separate lists such as budget, creative, etc., for different ads in an identical campaign (i.e., that lead to the same web for different ad sets in the same campaign (i.e., leading to the same).

    7. Create your ad.

    Each ad could include up to six photos, so you can determine which are performing best. Remember to be concise and clear with your message and add pertinent call-to-action buttons, such as Shop Now or Learn More, Download or Download. At the bottom of the advertisement.

    The default is that advertisements are displayed in mobile newsfeeds, on right columns on desktops, and on mobile apps that are part of the partner. Depending on where you’d prefer your customers to view these ads, you might prefer to switch any or all of these options off so that they only show on your desktop News Feed.

    Some important details on Facebook ads:

    • The image size is 1080×1080 pixels.
    • Text is a popular choice for headlines; however, there are limits to characters based on the type of ad.
    • If you go to “Advanced Options” you can make under “Advanced Options” you can write a News Feed link description to clarify your advertisement and provide context for the viewers.

    Best practices to set up a Facebook Retargeting

    Do you wish for your Facebook advertising to be retargeted efficiently? These helpful tips will aid:

    1. Segment Your Custom Audiences

    retargeting ads
    types of retargeting ads

    Facebook allows you to segment your custom audiences. This allows you to narrow your audience’s interests to customers. In this way, you’ll increase the effectiveness of your advertisement.

    It is possible to segment your audience according to age, job, and gender criteria.

    If, for instance, you sell female-oriented jewelry, the target market may be millennials, older women, and middle-aged women. It’s indeed identical products; however, the same ad might not work for the three age groups.

    Isn’t it better to split your target audience into these three categories and show the three groups an ad that is more likely to be appealing to the people in them? If you do this, you’ll increase the likelihood of generating more conversions.

    2. Use Audience Exclusions

    Audience exclusions can help you increase the value of your spending on advertising by permitting the exclusion of a particular segment of your audience. This feature ensures that your ads will be seen by a targeted audience likely to convert faster.

    Let’s consider a possible scenario in which you could apply this suggestion:

    Suppose you’re thinking of gaining new customers via your ad. If you create it with no exclusions, you’ll also target customers who have visited your website but already purchased. To have the best chance of attracting new customers, remove these users.

    In this scenario, the goal could look as follows: “visited your website but didn’t make a purchase.”

    If you’re trying to convince people who have already bought from you to purchase additional products, you should create a separate advertisement for those customers. This is more effective than just putting them together with the previous audience. Additionally, no one wants to see an advertisement for a product they’ve purchased from you. This makes your marketing appear unprofessional. This is not the impression you’d like to make on a prospective loyal client.

    3. Retarget those who already had your product

    People who have previously interacted with your company by liking your page on Facebook, posting comments on your posts or other posts, etc., are prospective customers. They’re also the best to be retargeted.

    If you can redirect them to your website, you increase the likelihood of them remembering your brands name and interacting with your advertisement. They also are more likely to remain committed to the brand. Retargeting is the term used to describe it; therefore, you shouldn’t just be targeting random individuals.

    4. Retarget Those Who View Your Video Ads

    Video Ads
    effective retargeting ads

    It’s a cost-effective way to increase your pixel size as Facebook Video ads per view tend to be on the low-cost end of the spectrum when compared to impressions or clicks. This shouldn’t be surprising since videos are more difficult to consume due to the audio and aren’t consumed in every location. In addition, videos require a certain level that requires “commitment” beyond simple browsing.

    Retargeting isn’t just according to video views. In particular, you could determine the duration they viewed your video or what proportion of your video they watched. Keep in mind that if someone views your video for a longer period of time, there’s a high probability they will find it interesting in some way. The leads you get can be “warmer” than many alternatives. This will help you maximize your advertising budget.

    5. Give a Discount Offer

    Most of the time, a great discount can encourage people to visit your site and make a purchase. What can you get your website’s audience to return by offering a discount? What a great idea, isn’t it?

    If you’re unable to make a deal immediately, you might want to consider creating your first remarketing advert to remind users to purchase. If you cannot get as many conversions as you’d like, present a discount promotion.

    6. Test Your Ads

    In the realm of marketing, guesswork won’t suffice. This is why you need to continue to test aspects of your campaign to determine what is effective. Fortunately, Facebook allows you to run an A/B test for your campaign.

    Some elements to test are headlines, text fonts, images, copy, calling-to-action copies, color, and so on. What’s the trick? Make small adjustments each time so you can discern the impact of each modification on the performance of your campaign.

    By testing your ads, you will know the best way to engage with your target customers to maximize engagement and conversion.


    Retargeting on Facebook ads can result in greater ad engagement, brand lift, awareness, click-through rate, and conversions, all for a lower cost than most campaigns that target a cold audience.

    This is an amazing chance that brands must concentrate more on rather than attempting to develop ad campaigns for people who aren’t interested.

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