8 Best Practices for Facebook Retargeting

8 Best Practices for Facebook Retargeting


Facebook retargeting works similar to Google AdWords retargeting, but rather than showing your ads across websites within the Display Network, your ads are shown on Facebook. The concept, however, is the same:

  • Someone visits your site or interacts with your brand.
  • They’re tagged with the retargeting cookie you placed in their browser to track them.
  • While they’re scrolling through their Facebook feed, your ad pops up, reminding them about your brand and the product(s) they showed interest in when they went to your site.

When you’re retargeting on Facebook, there are some best practices to keep in mind so that your efforts will produce the desired result: attract and engage with customers. These best practices include:

  1. Remarket to people who already like your page. If a user has “liked” your page or taken some action on your page, they have already embraced some level of brand loyalty, which increases the chance of them engaging with your post or buying from you.
  2. Set up Custom Audiences from your website. Custom Audiences are created within Facebook’s Ads Manager, Ad creation tool, Power Editor or their Analytics for Apps. This feature allows you can create any ad you normally would, but target visitors to your website. 
  3. Utilize “lookalike” audiences. These audiences allow you to duplicate a relevant audience to capture new customers and expand your reach for new leads.
  4. Layer “lookalike” audiences with “custom audiences.” By layering lookalike audiences on top of your custom audience, Facebook will generate leads comprised of similar people who would likely be interested in your products or offerings.
  5. Pay attention to your ad creative. Paid marketing competition on Facebook is fierce. To grab your target audience’s attention, it’s essential to give your ad creative the proper attention. For tips, check out our blog post, ‘How to Crush it With Facebook Ad Creative.
  6. Test your tactics. Testing your ads and putting fresh creative in front of your audience is paramount. Conduct A/B tests, put your ads up against one another and see which one gets the most clicks.
  7. Be open to change. Go with the winners of your A/B test and create a subset of new ads, each with a slightly different spin on it. What a consumer perceives to be beneficial may differ over time so it’s important to provide them with varying ad copy, visuals and CTAs that convey how your product/service adds value to them.
  8. Don’t fatigue your audience with too much remarketing. This best practice applies to any retargeting effort, but especially on Facebook since posts can be seen more frequently. If you know what hours your customers are most likely to interact with your ads, schedule your ad campaigns for those hours and days and limit the frequency of when your ads are displayed each day.

Facebook is a fantastic channel to leverage for retargeting.  People visit their Facebook page to see what their connections are up to and like, share, and comment on content. Ideally, your retargeting ads should align with that same tone and approach so your audience will be inclined to engage with it and share their experience with others.

Want to know more about retargeting with Facebook? Contact our Paid Marketing team. We can even provide a complimentary evaluation of your display and retargeting advertising strategy.