Remarketing Facebook Ads – Targeting Interested Audiences

March 7, 2016

In the past, we’ve talked about how the power of Facebook’s advertising capabilities can successfully bring in new leads to your business. [Click here: How Ultra-Targeted Facebook Ads Bring You New Leads]

In addition to the extensive targeting options available through the advertising channel, Facebook also has the ability to reach people who have already visited your website or landing pages. You do this by installing the Facebook pixel (found in your Ads Manager on Facebook) onto your website, which captures all your website traffic. From there, you can run ads to reach those website visitors on Facebook and continue their experience with your business; whether that includes a special offer to hook them back in, an extremely targeted ad based on the pages they visited on your website, or more.


Custom Audiences

In order to begin targeting the people visiting your website, you’ll need to set up a Website Custom Audience for the group you’d like to receive your ad. The maximum amount of time Facebook will track visitors without them returning is 180 days, so go ahead and choose this option when setting up your audience, unless you have a very time sensitive promotion in mind for your ad.


There are a couple of ways that you can choose whom you want to target for your Custom Audience. You can choose:

  • Anyone who visits your website – good for when you’re branding or wanting to stay on top of their mind.

  • People who visit specific web pages – good for when you’re creating specific ads for different products/services on those pages.

  • People visiting specific web pages but not others – good for campaigns where you want to know if someone has been to the landing page but not the thank you page or campaigns that have multiple steps. For instance, if someone buys a certain product, you can suggest a complimentary product in your retargeting ad that you know they haven’t seen.

  • People who haven’t visited in a certain amount of time – this is for people who may have visited your website in the last 180 days but not in the last 30 days. A Facebook Flash Sale could be just the thing to get these customers back in the door.

Once you’ve created your Custom Audience, it appears in the Facebook ad creation tool as an audience option. Once you choose your Custom Audience you are still able to add other traits to further define your audience.

Why Retargeting in Facebook Works

People aren’t as likely to buy from you the first time they visit your site or see an offer. They would rather take their time, compare your pricing, and visit your site a few more times before investing in your product or inquiring about your services.

The catch is, once they leave your website, you become old news…

However, there are over 1 billion monthly active users on Facebook. If they see reminders for your products or services (things we know they were interested in enough to view on your website), on a social media channel they are already spending time on, they are more likely to continue their buying process, or at least keep you in mind for that product and service.

Check out this great example from our partner, Digital Marketer.


They knew this person had taken advantage of their Social Media Headline Swipe File but hadn’t bought their $15 offer. This Facebook ad is targeting those people to encourage them to go back and take advantage of the offer.

The trick to retargeting is to advertise to a precise audience, rather than a generalized audience that may or may not be interested in learning more about your business, product or service.

If you’re interested in learning more about how retargeting ads can increase your leads, contact Sales & Marketing Technologies by calling (407) 682-2222 or using the contact form below.

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