Retargeting in Social Media (Facebook)

Have you considered using Facebook to reach your existing customers or those who visit your website?

Have you tried Facebook’s custom audience options?

Retargeting to the right audience is a must if you want to see more conversions from your Facebook ads.
Here are some custom audiences you can use to retarget Facebook users with your content.

1: Website Visitors

The most common re-marketing tactic is targeting relevant ads at people who have already visited your website (usually a specific landing page).
To create a targeted audience based on website visitors, you must have a Facebook website custom audience in place.
Overall, retargeting website visitors is a simple concept: When someone visits a page with your custom audience code (i.e., an offsite pixel), they’re added to your custom audience list in your Facebook Ads Manager.
You can include those visitors (and the custom audience they’re part of) as a target audience in a Facebook ad retargeting campaign.


There may be a case where you want to retarget only a portion of the traffic that has visited a landing page on your website. No problem. You can do that by creating a personalised custom audience:

1. Go to your Facebook Ads Manager and choose Audience.

2. Click on Create a Custom Audience.

3. Under Website Traffic, select People Visiting Specific Pages.

4. Next to the Visited field, customize the URL elements to match the pages you want to retarget.

5. Click on Create.


2: Email Subscribers

You can actually strengthen the power of your newsletter by serving Facebook ads to existing email subscribers.
To set up this custom audience,
1 – Create an Excel file with a column that includes all of your subscriber email addresses.

2 – Go to Audiences in your Facebook Ads Manager.

3 – Click Create Audience.

4 – Choose Custom Audience.

5 – Click on Data File Custom Audience.
Follow the instructions for the setup. Make sure to indicate that you’re updating email addresses.


3: Similar Audiences

Many of your users—whether website visitors, Facebook fans or list subscribers—have overlapping demographics, interests and behaviours. Wouldn’t it be great to find more people like them?

Well, you can.
You can create a custom audience targeting people who share similar characteristics to your existing connections—people who are very likely to be interested in your products, services and content.
The custom audiences you create to retarget to by similarity are called lookalike audiences and they expose your ads to a more vast and relevant audience.

To create a custom audience based on similarities to website visitors

1 – Go to the Audience section of your Ads Manager.

2 – Select the custom audience installed on your website.

3 – Click Create Lookalike Audience at the bottom of the page.

4 – Select the desired audience reach.


To create a custom audience based similarities to your current Facebook fans’ personal data (e.g. behaviour, interests, etc.),

1 – Go to the Audience section of your Ads Manager.

2 – Click Create Audience.

3 – Choose Lookalike Audience from the menu.

4 – Click Source and type your page name.

5 – Select the country you want to target and how similar your audience should to be to your current fans.
6 – Click Create Audience.


What do you think?

Have you retargeted content using Facebook custom audiences?

Did you see more conversions?
Please leave your comments below.

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