| Read time 9 min read

Surprisingly Simple Facebook Remarketing Tips That Works!

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Surprisingly Simple Facebook Remarketing Tips That Works!

Read time 9 min read
Facebook Remarketing

Test your website’s SEO and social media score in 60 seconds! Diib is one of the best SEO and social media monitoring tools in the world. Diib syncs to Facebook and Google Analytics and uses the power of big data to help you quickly and easily increase your social media traffic and SEO rankings.


Easy-to-use automated social media + SEO tool


Automated ideas to improve Social Media traffic + sales


Keyword and backlink monitoring + ideas

Are you struggling with the ever-growing cart abandonment and bounce rate epidemic? A recent study by Listrak shows that the average abandonment rate is at an all-time high of 78%. So, you are not alone. However, you will need to figure out how your business can survive and grow with the shrinking attention span around the globe.

Combined, the shrinking attention rate and rising cart abandonment spells doom for marketers who are striving to get conversions. In the world of marketing, you can do everything right in conversion optimization and still experience high bounce rates from your pages. This is the main reason why Facebook remarketing is becoming a necessity for marketers looking to attract visitors back to their sites.

Keeping in mind that approximately 92% of all first-time e-commerce site visitors do not intend to make a purchase, Facebook remarketing requires a few steps carried out in precision to win the customer over. This super-simple guide will cover the essentials of Facebook remarketing and show you how you can increase the likelihood of your target audience clicking on your ads. In this article, we are going to teach you how to remarket on Facebook, how to create remarketing ads on Facebook, remarketing via Facebook and the facebook retargeting options.

What is Facebook Remarketing?

For starters, Facebook allows you to be hyper-specific in terms of your ads target audience. This allows you to tailor your ads to past visitors of your site. If you run an ecommerce store for instance, you could be getting satisfactory traffic on your checkout pages. However, the bounce rate is too high for a solid conversion rate.

To make visitors return to your brand to make a purchase, you will have to make your brand seen. Facebook remarketing is great in attaining this purpose, allowing you to position your targeted ads in the eyes of the audience that had recently visited your website. Facebook collects data from cookies collected on the users’ browsers, allowing them to group your site visitors based on the actions they took or failed to take on or after visiting your web pages.

Using Facebook’s tracking pixel, you can easily identify the visitors that changed their mind or got distracted on your site and customize a targeted ad based on the behavioral traits of the individuals. For instance, you could offer them an exclusive coupon code or a freebie to incentivize them towards completing their purchase.

Your particular ad copy could also be specifically served for audiences that are on the fence about your products or services and just need some reassurance. Rather than continue running one-size-fits-all ads, you could improve your conversion rates through efficient Facebook remarketing campaigns.

The benefits of running a Facebook remarketing campaign include:

  • Facebook remarketing is not affected by ad blockers, allowing your audience to view them irrespective on their browser settings.
  • Your ads take center stage in your leads’ Facebook feed.
  • With so much information from Facebook remarketing ads, marketers can target audiences much more efficiently.

While the popular opinion out there views Facebook remarketing as stalking or hunting down your traffic, it actually needs careful evaluation of your target market. It is not a silver bullet in itself. If you are bent on successfully attracting visitors back to your website, you will need to have a founded understanding of how Facebook Pixels and Custom Audiences work.

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Guide to Creating a Successful Facebook Remarketing campaign

For those of us that are complete newbies to Facebook advertising, the first step to setting up your marketing campaign on Facebook is creating your Facebook business page. After creating a business page, you will also be required to create an ad account for the page.

The ad account will allow you to post and promote your brand’s products and services on Messenger, Instagram, the Audience Network, as well as Facebook itself. Next, create a product catalog and add all the items you would like to promote on your Facebook business page through the catalog. For example:

Facebook Remarketing

(Image Credit: Newsfeed.org)

You can add as many catalogues as you want on your ad account. However, you should watch your budget to avoid being charged more than you can afford. You can also import a catalog from your website or create a new one on Facebook. After creating your product catalog and adding all relevant products and services, you can move on to creating custom audiences and Facebook pixels.

Custom Audiences and Facebook Pixels 

Custom Audiences

Facebook ads are extremely efficient for marketers in that they can be broken down on exceptionally specific audience behaviors and lead backgrounds. You are availed with the option to use your current customer email list, target traffic that visited a particular page, or visitors that have not visited your site in a while among many more.

Before you can proceed to create your Facebook ad, you will need to create your custom audience. According to Facebook, the purpose of creating a custom audience is to reach the people with a known interest in your industry, product or brand.

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When figuring how you want to create your target audience, remarketing via Facebook provides you with plenty of options. For instance, by selecting “Customer File”, you get the option to import your customer list via MailChimp or create a file of your own customer data.

Being the focal point of your remarketing campaign on Facebook, “Custom Audiences” offer four main forms of remarketing:

  1. Website Traffic
  2. Customer Lists
  3. App Activity
  4. Offline Activity

Facebook Remarketing

Additionally, you can also remarket based on Facebook’s engagement metrics of your brand from lead forms, videos, shopping, instant experience, events, Instagram accounts, Facebook Pages, and Facebook Listings. However, in this guide, we are going to be focusing on Website Traffic as it is the main factor in Facebook remarketing and how to create a remarketing campaign for Facebook, and it is where Facebook pixel comes in handy.

Facebook Pixel

You could think of Facebook pixel as some sort of tracking code for your marketing campaigns. For instance, if you want to track the behavior of your audience from your site, you will need to paste the code from your Facebook Pixel to your site. It is a similar process to setting up Google Analytics but with a few more steps. For example:

Facebook Remarketing

(Image Credit: AdEspresso)

Setting up Facebook pixel is a pretty straightforward process. By selecting the “Website Traffic” dropdown Facebook offers more options to further segment your audience beyond general traffic. If you wanted to target the visitors that visited your ecommerce blog and not your store page, you include “blog visitors” and exclude “store” visitors in the Website Traffic segment.

After successfully creating your custom audience, Facebook offers your two options; you could instantly integrate your ecommerce platform such as Woocommerce or Shopify in a few clicks or use the old-fashioned way: copy-and-paste. Whichever you choose, Facebook will provide you with a systematic process to install and test your Facebook Pixel.

In addition, Facebook also offers tracking for specific “event codes” for on-site actions such as shopping carts and wish lists. With this data, your Facebook remarketing campaign could never be more refined. It takes approximately 20 minutes for your Facebook pixel to be active. Immediately it becomes active, you will get a status update in your Ads Manager to notify you of successful activation.

Setting up your first Facebook remarketing campaign

Once you have successfully created at least one Custom Audience and have put your Facebook pixel in place, you are all set to set up your first Facebook remarketing campaign. From your main Facebook Business page, click on the “create an ad” link close to your screen’s top right corner. Facebook will instantly begin walking you through the process of creating your new remarketing campaign, allowing you to customize the Ad to your target audience, bounce backs, cart abandonment, your budget, and your ad scheduling.

Configuring Ad Bids and Spends

After setting up and customizing your ad, you will now need to bid for visibility for your Facebook remarketing campaign. There are three main factors that determine whether your Facebook ad will be presented to your target audience;

  • Bid size
  • Engagement level
  • Estimated Action Rates

Your remarketing campaign could be geared towards attaining a myriad of goals, including enhancing brand awareness, improving engagement to drive conversions, etc. Based on your goal, you can estimate the best option between being charged per click, per impression, or per conversion. However, it is recommended that brands working on a limited budget start with the “Lowest Cost” option to get a better understanding of how much they will be spending in general. For example:

Facebook Remarketing

(Image Credit: WebFX)

If your brand is still new to the industry or have had a difficult time turning profits of late, it is best to take it easy and start simple, focusing on improving specific campaigns that involve single actions by users on your web pages. Take your time, collect data and keenly observe the results. With time, you will begin to notice trends and be able to decide more solidly what works better.

It is also not good for your remarketing campaign if you keep reposting similar ads again and again. At least, change the theme and the wordings on your ads every once in a while. Facebook remarketing is all about understanding what works best for your target audience. However, keep in mind that different ads work for different purposes. Change up your ads to meet different brand goals while striving to retain the reputation and target audience of your brand.

What are the Advantages of using Facebook Remarketing?

Most of us have likely been served up with ads on Facebook that felt like they were tailored just for you. You have likely also clicked on the link and were redirected to an online shop or blog. Have you noticed that a day or two later, you come across very similar ads to the stuff you were browsing?

You could also be reading an interesting blog post and a very similar ad pops up on your Facebook feed. That is what makes Facebook remarketing campaigns such a powerful tool in the marketing world. Marketers can now fine tune their marketing campaigns to a point where it looks like magic. However, success in your marketing campaigns will largely depend on your attention to detail when it comes to your target audiences.

For instance, let’s assume that you are running a Facebook remarketing campaign for your ecommerce shop that sells women’s shoes. As such, it goes unsaid that your ads should contain the appropriate copy and imagery to convince the specific segment of your audience (women) to visit your store and purchase a product. An advertisement for women shoes on a male-dominated audience would not perform well. Concurrently, a men’s shoes advertisement would also do poorly in a female-dominated audience list.

Marketers must, therefore, be keen on crafting advertisements that are based on their current custom audiences or create a different custom audience for the products or services they wish to sell. Honing in on the appropriate Custom Audiences is critical to raising your conversion rates, let alone bringing visitors back to your web pages. Here is an example of a few demographics you can target:

Facebook Remarketing

(Image Credit: WordStream)

While most people are a little weary of segmenting their traffic, remarketing has its own time and space. It would be wise to import your current email list into Facebook to ensure that your marketing efforts reach those who have not come back to your site in a while. On the other hand, you could also choose to exclude your email list if the audience does not match with your ad’s target audience. Facebook remarketing will also act as the best measuring tool for your ads performance.

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Is Facebook Remarketing Worth Your Time?

Of course yes! Irrespective of the size or nature of your business, there is a reason why marketers today opt for Facebook Ads over most other online marketing options. Facebook’s ability to provide a comprehensive breakdown of audience behaviors and target options makes it way more powerful than any other marketing tool out there.

In addition, Facebook is the most populated and, therefore, best platform to find an audience for your brand. Well-crafted ads on this giant social media platform have been known to do wonders for conversion rates in brands across different industries. It very well could be the solution to your cart abandonment or bounce rate woes.

Since Facebook collects an astounding amount of data from its large audience base, it is the most effective platform in reaching your target audience. Facebook analyzes their interests, demographics and online behavior, allowing marketers to highly target their marketing efforts. Additionally, Facebook ads allow the audience to be more interactive, which, in most cases, drastically improves the effectiveness of retargeting through the various Facebook retargeting options.

While I would not expect even the least tech-savvy marketers to blindly throw their money into Facebook Ads, they are definitely among the best options to bring lost traffic and leads back into your business. Instead of remaining on the receiving end of Facebook ads, figure out what is holding your back from posting your ads on Facebook and proceed to resolve it. Every day wasted without your lost leads coming back to view your new deals or pick up on abandoned carts means they are becoming loyal to a competitor.

The Take-Away

Making a solid return on investment from conversions on online platforms has been an ever-growing epidemic, especially given the increasing cart abandonment in today’s online markets. However, while the odds are stacked against marketers on stores and online platforms, there are plenty of new ingenious ways that you could use to get back your lost visitors and customers. Consequently, it goes without saying that Facebook remarketing takes top position among them.

Typically, any marketer will choose advertising on Facebook for the sheer numbers of its users. While this is among the top reasons why Facebook is an ideal marketing platform for all industries, it is not the only one. Facebook has heavily invested in streamlining marketing efforts and helping marketers to focus their marketing efforts on their target audience.

The platform provides you with an array of options to better conform your campaign to audiences that are likely to respond to them. As a result, Facebook ads lead in inviting organic traffic to websites across the internet. With the enormous population of customers and sellers on the internet, this is priceless to marketers. Thanks to the level of specificity required by Facebook in targeted ads, they can easily get access to the audience of their choice and, as a result, enjoy more conversions.

Diib®: Get a Handle on Your Facebook Remarketing!

Facebook is the largest platform in the social media world. Marketers often use the platform to give a strong online presence to businesses all over the world. While there are plenty of efficient social platforms with the target audience that your brand needs, none knows how to tailor ads to these audiences better than Facebook. Partnering with Diib Digital will give you an added measure of security that your remarketing campaign is working well. Here are some of the features of our User Dashboard we’re sure you’ll appreciate:

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  • Technical SEO monitoring

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These are similar techniques, they differ in approach. Retargeting involves showing ads via browser cookies to potential customers and remarketing involves collecting potential customers info and sending them sales via email.

A good example of this is when someone visits your page and leaves without purchasing anything. Their cookie ID is added to your remarketing audience list and shows your ads to them as they browse.

On average, it costs anywhere from $0.66 to $1.23 per click for remarketing.

Remarketing is effective and relatively easy to accomplish. It can drive high ROI and give you that 2nd chance at converting those “almost” customers.

Display ads are amazing for building and maintaining brand awareness and increasing website traffic. They can also be less intrusive and annoying when delivered to the right audience.


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Daniel Urmann

Author Bio:

Daniel Urmann is the co-founder of Diib.com. Over the past 17 years Daniel has helped thousands of business grow online through SEO, social media, and paid advertising. Today, Diib helps over 150,000 business globally grow online with their SaaS offerings. Daniel’s interest include SMB analytics, big data, predictive analytics, enterprise and SMB search engine optimization (SEO), CRO optimization, social media advertising, A/B testing, programatic and geo-targeting, PPC, and e-commerce. He holds a Master of Business Administration (MBA) focused in Finance and E-commerce from Cornell University – S.C. Johnson Graduate School of Management.


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