Follow 5 Simple Steps to Create a Facebook Retargeting Campaign

What exactly is Facebook retargeting?

Have you ever checked out a product on Amazon and then seen it on Facebook later?

That’s retargeting.

Facebook knew that you visited Amazon because Amazon placed a small bit of Facebook code on its site. This then let Amazon automatically show you an ad based on the URL you visited.

So even though you didn’t buy the product, Amazon still has a chance to turn you into a customer well after your visit their site.

While Amazon has tens of millions of monthly visitors, this strategy will work for any amount of traffic – even if you only have 100 visitors per month.

Why use Facebook retargeting?

Because you are already working your ass off trying to get as many people to visit your site as possible.

But what happens when they leave and don’t subscribe by email or buy?

They are just GONE.

By using Facebook retargeting ads, you get another chance to turn that visitor into a subscriber and a customer. Plus, because you already attracted them once to your site, you know what they are interested in and can more easily create ads that speak to their needs. This creates more engagement, more likes, higher conversion rates, and more sales.

Login to your Facebook Ads Manager and Select Audiences

You’ll find Audiences in the dropdown menu when you click on Business Manager at the top left-hand side of the screen.

Click on Create Audience and select Custom Audiences

Again, you’ll find Create Audience at the top left on your screen. There are some option like Custome Audience, Lookalike Audience, Saved Audience etc. For retargeting, you have to select Custom Audience, which will allow you to set up a campaign that reaches people who visited a website.

Select Website Traffic


You will see some options here in the popup, but for retargeting, you have to focus on website traffic so that we’re reaching the people who got to your site.

Select your target audience from the dropdown menu



You’ll be taken to a screen, as seen below, that allows you to create your audience. You have the option of targeting the following:

  • All website visitors
  • People who visited specific web pages
  • Visitors by time spent
  • Visitors from your events
  • People who visited specific web pages but not others

Get your pixel code and place it on your website

If you don’t already have pixel (tracking) code on your website, you’ll need it in order to start retargeting.

The pixel comes with standard events that you can use on your site. Standard events are able to be used for Custom Audiences, custom conversions, conversion tracking, and conversion optimization. Additionally, the pixel allows you to use custom events that are usable for Custom Audiences or custom conversions.

We have explained more about Facebook Pixel in the video below:


This is how you can create a Facebook retargeting campaign