Retargeting (remarketing) shows ads to people who already interacted with your business. Here's how to set it up:
What is Retargeting:
•Shows ads to warm audiences
•Targets website visitors, video viewers, engagers
•Higher conversion rates than cold traffic
•Lower cost per acquisition
•Reminds people to complete purchase
Types of Retargeting Audiences:
1. Website Visitors:
•All website visitors (last 30/60/90/180 days)
•Specific page visitors
•Visitors who didn't convert
•Cart abandoners
•High-value page visitors
2. Engagement:
•Instagram profile visitors
•People who engaged with posts
•Video viewers (25%, 50%, 75%, 95%)
•Form openers
•Lead form submitters
3. Customer Lists:
•Past customers
•Email subscribers
•App users
•CRM contacts
4. Instagram Activity:
•Profile visitors
•People who messaged you
•People who saved posts
•Story viewers
Setup Steps:
Step 1: Install Facebook Pixel
1. Go to Events Manager
2. Create pixel
3. Install on website
4. Verify it's working
Step 2: Create Custom Audience
1. Go to Audiences in Ads Manager
2. Click "Create Audience"
3. Select "Custom Audience"
4. Choose source (Website, Engagement, Customer List)
5. Define rules
6. Name audience
7. Create
Step 3: Create Retargeting Campaign
1. Create new campaign
2. Choose "Conversions" objective
3. At ad set level, select your custom audience
4. Set budget and schedule
5. Create ad
6. Launch
Retargeting Strategies:
Cart Abandonment:
•Target: Added to cart but didn't purchase
•Timeframe: Last 7 days
•Offer: 10% discount or free shipping
•Urgency: Limited time offer
Product Page Viewers:
•Target: Viewed product but didn't add to cart
•Timeframe: Last 14 days
•Show: Product they viewed
•Include: Social proof, reviews
Homepage Visitors:
•Target: Visited site but not product pages
•Timeframe: Last 30 days
•Show: Best sellers, new arrivals
•Goal: Drive deeper engagement
Past Customers:
•Target: Purchased in last 60-90 days
•Offer: Related products, upsells
•Goal: Repeat purchase
•Exclude: Recent purchasers (last 7 days)
Video Viewers:
•Target: Watched 50%+ of video
•Timeframe: Last 30 days
•Show: Product featured in video
•Include: Special offer
Retargeting Best Practices:
Audience Segmentation:
•Create specific audiences for each stage
•Don't lump everyone together
•Exclude converters
•Layer audiences for precision
Ad Creative:
•Reference their previous interaction
•Show products they viewed
•Use dynamic product ads
•Include urgency/scarcity
•Add social proof
Frequency:
•Cap frequency at 3-5 per week
•Avoid ad fatigue
•Rotate creatives
•Use different placements
Timing:
•Strike while iron is hot (first 7 days)
•Extend to 30 days for consideration
•Adjust based on sales cycle
•Test different windows
Budget Allocation:
•Allocate 20-30% of budget to retargeting
•Higher for e-commerce
•Scale based on performance
•Prioritize high-intent audiences
Advanced Retargeting:
Dynamic Product Ads:
•Automatically show products viewed
•Requires product catalog
•Highly personalized
•Best for e-commerce
Sequential Retargeting:
•Show different ads based on stage
•Ad 1: Awareness/education
•Ad 2: Consideration/benefits
•Ad 3: Conversion/offer
Cross-Sell/Upsell:
•Target past customers
•Show complementary products
•Bundle offers
•Loyalty rewards
Exclusions:
•Exclude recent converters (last 7-14 days)
•Exclude current customers (for acquisition)
•Exclude employees
•Exclude low-quality traffic
Retargeting Metrics:
Key Metrics:
•Conversion rate: 2-5% (higher than cold)
•CPA: 30-50% lower than cold traffic
•ROAS: 5-10x (higher than cold)
•CTR: 1.5-3% (higher than cold)
Pro Tips:
•Start with website visitors (easiest)
•Use 30-day window for most audiences
•Exclude converters to avoid waste
•Test different offers
•Use urgency and scarcity
•Combine with email retargeting
•Monitor frequency closely
•Refresh creative regularly