A step by step guide to Facebook Remarketing

Facebook remarketing is not about hunting the target audience but its act of running ads targeted to website visitors who have already expressed interest. Someone has checked out a dress on a website but didn’t buy it. These people (referred to as custom audiences) can be remarketed by offering either a discount or free shipping.

It’s about you implementing a cookie code on the website to track someone who visits your website, and then the code will send data to Facebook about the specific behavior of a visitor and the ad hits the eyeballs of the targeted audiences Facebook feed.

Let’s look at how to create a Facebook remarketing ad campaign.


Install the Facebook Pixel on the website

The Facebook pixel is a snippet of code that can be installed on the website. It tracks the users and their actions while engaging with the brand, ads, website visit, and their cart on the website.

But how to get the pixel code?

  • Go to Events Manager

  • Click Connect Data Sources and select Web.

facebook data source

  • Select Facebook Pixel and click Connect.

Facebook pixel

  • Add Pixel Name and website URL to check for easy setup options.

Pixel Name

  • Click Continue.

  • Select how to add pixels on the website.


If manually code to be Installed, copy the pixel base code and paste into the bottom of the header of the website.

Facebook pixel code

To use a partner integration, select a partner from the list below, and follow the on-screen instructions.

Facebook pixel using partner integration

If someone else updates the code on the website, select email instructions, and enter the recipient's email address by clicking the send button.


Create Your Custom Audience
To get started with different flavors of Facebook remarketing, go to audiences from Ads manager. Click on create an audience. 

facebook custom audience

Next choose between types of remarketing including customer lists, website traffic, and app activity and offline activity.

Facebook remarketing

Customer List: The customer list is the list of contacts containing email or phone numbers already acquired through online/offline events or MailChimp data, upload it to Facebook in a CSV or TXT format. 

Website Traffic: The Facebook pixel code set up the most familiar remarketing audience who have visited the website. 

App Activity: Ads can be targeted to the right audience based on their behavior on established Apps such as abandoning a shopping cart, recently opened the app, or completed a purchase.

Offline Activity: Offline actions of the audience like phone calls or store visits can be remarketed.

Facebook gives the option to use directly their sources such as video views, Instagram account activity, lead form, Facebook events, instant experience, Facebook page activity, shopping. 


Determine Your Campaign Objective
The ad campaign starts with the campaigns’ objective- the reason for running the ad. The objectives are 
The most common objectives are:
Traffic: You want retargeting audiences to head back to your website.
Conversions: If you’re nudging people towards a purchase, this goal is perfect. 
The objective is nudging the audience by getting customers towards a purchase. 

custom audience

Select the goal and hit “Continue”.

Select Your Custom Audience
Next, up is ad-targeting based on the background of specific behaviors. Select the Custom Audience made earlier. Check the audience size and estimated results on the right-hand side of the page. The advanced targeting option helps to display ads to the most relevant people by adding filters based on location or age.

Pick Ad placement

facebook ad placement

Next up is to determine where ads will be shown. There are various options for devices and locations ranging from Facebook in-stream videos or feed to Instagram feed or Stories ads. Facebook even recommends placement for the ad that is most likely to give a result.

Set a Budget

Facebook ad budget

Facebook provides an option to select either a lifetime or daily budget, with an amount to be spent on each goal.  It’s important to start small and then increase the budgets on the most profitable campaigns. The beauty of retargeting ads is that manual updates of Custom Audience are not required, it will simply enter into the existing retargeting audience- and works on a continuous loop basis. 

Create the Visuals for Your Ad

Facebook ad visuals creative

Now the fun part is to create a fancy Facebook ad that catches the eye. Select the ad format, upload visuals, and craft the ad with bold triggering images and URL.

Then all set to hit “Confirm”.


Facebook remarketing is worth experimenting with to remarket customers and give them another reason to make a decision about a product/service.