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If you’re not retargeting your websites visitors, you’re extremely late to the game of what is one of the most popular ways of acquiring customers with usually good conversion rates. Retargeting has become a popular strategy for all digital marketers and companies as a way to really bring back visitors and turn them into customers – this is where sales funnels come in as well (see our 3 stages of content marketing funnels.)

Retargeting is offered in almost all digital marketing platforms by now. There are retargeting specific platforms only such as Criteo & Adroll that will place a pixel on your website to start tracking those followers and retargeting them throughout the web, even including social media platforms like Facebook.

Facebook retargeting works similar to Google Ads retargeting, but rather than showing your ads across websites within the Display Network, your ads are shown on Facebook and Instagram. Facebook also more commonly refers to retargeting as “Custom Audiences.”


Like I said before, there are ways to retarget on Facebook using other platforms. However, I would strongly advise and urge you to use the Facebook platform.

Facebook ads and retargeting all starts with the implementation of the web pixel on your website. If you’re not a technical person, let your web developer or web person take care of this tasks for you. It’s fairly easy, but, not where you want to spend time figuring it out if you’re not technical.

What the pixel does is a few things actually, but one of them, it allows for Facebook to track users that visit your website and then have the ability to serve them ads on Facebook and Instagram.

5 Simple Steps to Create a Facebook Retargeting Campaign

  1. Log in to your Facebook Ads Manager and select Audiences.
  2. Click on Create Audience and select Custom Audiences.
  3. Select Website Traffic.
  4. Select your target audience from the dropdown menu.
  5. Get your pixel code and place it on your website.

How to Retarget on Facebook:

  1. Create a list or existing contacts, or gather groups from pixel on your website.
  2. Add list into Facebook’s Audience Manager.
  3. Determine your Destination URL.
  4. Segment your Ads for specific audiences.
  5. Set your budget.
  6. Create your ad.


The great beauty of creating these custom audiences from retargeting web visitors on Facebook is that it creates a profile of demographics and Facebook allows you to build lookalike audiences. This is an incredible tool that many marketers use to scale their Facebook ads as it tends to really work quite well in creating successful campaigns. This is an essential part of growing and scale your business on the social media platform.


Retargeting on the platform, both Facebook and Instagram can really vary by seasonality and advertiser influx (inventory available / demand.) I would say on a CPC basis, you’re looking at spending around .60 cents to $2.60 per click.

Facebook Ads Retargeting Campaign and Facebook Retargeting Audiences Tutorial


Keep in mind when setting up Facebook ads for retargeting, push content that is mid to bottom of the funnel content to really convert the customer. Copy at this point should really target value propositions on why the customer should buy your product or buy it from you.