A Step-by-Step Guide on Facebook Remarketing Along with Benefits

Updated on: Mar 30, 2017
facebook remarketing - featured image

Remarketing on Facebook has become an essential component of any digital marketing plan. Traditional marketing efforts are becoming less important in this day and age of digital technologies.

Learning how to utilise Facebook remarketing to improve sales and brand recognition is a must.

There are numerous advantages to using Facebook remarketing as a marketing and promotion tool for your company.

So, in this blog, we’ll go over what Facebook remarketing is, some of the benefits, and a step-by-step tutorial on how to get started with Facebook remarketing using Facebook Ads.

But first, let’s take a quick look at what remarketing is before we get into Facebook remarketing.

What Is Remarketing?

Remarketing is a digital marketing technique that allows you to remarket to past customers or retarget website/social media visits.

Remarketing is a technique for advertising and selling items or services to people who are interested in your brand and who have previously purchased from you.

To learn more about this topic in greater detail we suggest you check out our blog on A Complete Guide To Remarketing & How it Works. We go over remarketing in greater depth.

So now with that covered what is Facebook remarketing exactly?

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What is Facebook Remarketing? 

The technique of running advertising targeted toward previous visitors to your site is known as Facebook remarketing. Facebook remarketing may be done in two ways. The first is to market to users who have provided you with their contact information. It doesn’t matter if it’s mail, the phone, or the home address.

Second, we use an element known as “Facebook pixel.” So, what exactly is Facebook Pixel Code? Well, it’s rather easy.

How does Facebook Pixel Code work? 

The Facebook pixel is a piece of code that you can place on your website to report conversions, build audiences and get rich insights into how people are using your website – Facebook. To put it simply, you can follow your visitors till they come back to your site.

The pixel keeps track of different actions users perform on your website, such as purchasing something or adding something to their wishlist. These actions are referred to as “events” on Facebook. Let’s take a look at an example to get a better understanding:

Let’s pretend you’re the owner of an online retailer. You’re getting traffic to your checkout pages, but they’re having a high bounce rate. You see that folks are on the verge of converting, yet they are leaving.

You may identify bounced visitors and run a tailored ad based on their activity using Facebook’s tracking pixel. To entice them to complete their purchase, you might, for example, provide a Facebook-exclusive promo code or a freebie.

facebook remarketing - ad example

Facebook remarketing Ad Example

Because this is such a detailed topic, we decided to devote an entire article to it. You can learn more about Facebook Pixel Code and how to use it in our blog post What is Facebook Pixel Code and How to Use It? A step-by-step Beginners Guide on how to create and apply your own Facebook pixel code.

Note: Remarketing with Facebook ads is possible, but bear in mind that a Facebook pixel is required to target people who have visited your website. It will not be feasible without pixel code.

Isn’t that fascinating? Enrol in our online Facebook ads course if you want to learn more about Facebook ads and acquire a hands-on approach.

Now that we’ve covered the basics of what remarketing is, Facebook remarketing and Facebook pixel code is, let’s take a look at the detailed steps to get started with Facebook remarketing. 

Facebook Remarketing: Step-By-Step Guide 

To get started with remarketing, go to your Facebook Ads Manager account and click on “Tools,” then “Audiences.”

facebook remarketing - facebook ads tool

Then select “Create Audience” and “Custom Audience.”

facebook remarketing - custom audience

On the following screen, select one of the three types of remarketing lists from the drop-down menu: Customer List, Website Traffic, or App Activity.

facebook remarketing - custom audience detailed

Customer List

You may either copy and paste your client list or upload a file that contains emails, phone numbers, and/or Facebook user IDs to import a customer list (or mobile advertiser IDs). 

If you want to submit your list through the email server, Facebook also provides an interface with MailChimp.

facebook remarketing - create custom audience

Website Traffic

You must first build and install your Facebook pixel on all pages of your website before you can target website visitors (NOTE: if you installed a custom audience pixel in the past you can bypass this step).

Because each ad account is only permitted (and requires) one pixel to remarket to visitors, this is a one-time procedure. To make your very own pixel code follow the steps shows below:

  • Go back to the “Tools” dropdown at the top of the page
  • Select “Pixels”
  • Select “Create a Pixel”
  • Name and create your pixel

We’ve published a blog post that goes into further detail on how to create, set up, and effectively execute your own Facebook pixel code:

What is Facebook Pixel Code and How To Use It? A Step-By-Step Beginners Guide

Return to the “Create a Custom Audience” box and choose “Website Traffic” after you’ve created a pixel code. You can set the conditions that a site visitor must fulfil in order to be remarketed to on this page.

For example, everybody who has visited your site or only those who have viewed pages with the term “watches” in the URL. Create your audience (for example, “Watch audience,” or  “All Visitors,”)

Once you’ve established your custom audiences, you’ll either need to apply them to existing ad sets or build new ad sets that are tied to your customer audiences.

facebook remarketing - custom audience final

Before we conclude, let’s take a look at some of the benefits of adopting Facebook remarketing. 

Top 5 Facebook Remarketing Benefits

1. Costs Less Per Click

When compared to remarketing on search engines, remarketing on Facebook typically has a cheaper cost per click. The lower cost is due to the fact that Facebook traffic is less focused than search engine traffic.

The reason for this is that when consumers seek goods and services on search engines, they usually have a higher purpose. 

As a social networking site, it pales in comparison to Facebook. People want to be entertained, connect with friends, and so on; they have no desire to buy a product or service.

Facebook targeting may be as precise as you want. Take advantage of this. A hyper-targeted audience ensures less expensive traffic from the target population.

facebook remarketing - cost per click

2. Ads Appear In Facebook’s Feed

Your advertisements will appear where they are most likely to be seen by the visitor. Because the ad is shown within their feed, they will see it with everything else. They won’t be ignored just because they appear like a post.

This also means that they’re most likely to engage with it. Visitors frequently only have a limited amount of time to spend online, and one of the most popular sites to do so is Facebook.

3. Make Your Brand More Well-known

They’re more likely to see your company because the advertisements show in their feed. It can help promote your Facebook page or a third-party website.

People will feel that your brand is engaging and in touch with the community if they notice engagement beneath the postings, which might assist in promoting your business.

4. Market Based on Interests

You may reach out to Facebook users depending on the items they’ve expressed an interest in. They may not be familiar with your website, offer, or Facebook page, but they are likely to be interested in knowing more. This increases brand and product awareness.

5. Ads Can Be Displayed Multiple Times

Before someone connects with your offer, they usually need to see it many times. Your message is presented immediately in front of them, where they may make a decision, rather than a link they must open.

These are just a few of the incredible advantages you’ll be able to reap if you use Facebook remarketing. So why is remarketing in general important? Well check out our blog on Benefits and Importance of Remarketing With Examples – Let’s Find Out to get a better idea.

This will definitely give you an overall insight into the benefits and importance of remarketing as a digital marketing strategy.

So, now that you’re aware of the benefits of Facebook remarketing, here are some frequently asked questions. 

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Frequently Asked Questions – F.A.Q

Q1. Is Facebook retargeting important?

Yes, without a doubt. It enables you to target your advertising to a specific target audience, boosting your chances of upselling and cross-selling.

It also serves as a reminder, since consumers may add items to a cart but not complete the transaction. Conversion rates may be boosted by an ad that serves as a reminder.

Q2. How much does remarketing on Facebook cost?

There is no one-size-fits-all pricing. It is dependent on a number of things. Demand, search volume, competitiveness, and other factors are among them.

The CPC (cost per click) on Facebook is approximately 0.20-0.30 dollars, while the CPM (cost per mille) is above $7 dollars.

That concludes our Facebook remarketing blog. We go through what Facebook remarketing is, some of the perks that will convince you of its value, and a step-by-step tutorial on how to set up your own remarketing campaign.

However, if you were unaware, Facebook remarketing is only a tiny component of overall digital marketing. Facebook remarketing will aid in the acquisition of new consumers and sales, but it is not sufficient in and of itself.

Using social media platforms like Instagram and Twitter, as well as search engine optimization and email marketing, are all necessary to fully utilize the market’s large number of internet users.

That’s where our online advanced digital marketing course comes in. This fully online course takes place over a course of 3 months and is taught by leading industry experts in the digital marketing field.

The course also includes detailed coverage of all aspects of digital marketing, as well as group projects, presentations, and internship possibilities to provide you with practical experience.

If you are interested and would like to join the course but have doubts, you can contact us at admissions@iide.co. We will answer your questions in detail and clear any doubts you may have.

Thank you for taking the time to read my blog and I hope you learned something. Also, be sure to leave any comments below if we have missed out on anything or if you enjoyed reading the blog.

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Karan Shah

Founder and CEO at IIDE

He is a passionate public speaker and teacher for over 10 years. He has trained over 60,000+ students and 25+ corporates in Digital Marketing via online and offline channels. He is a Harvard alumnus specialising in E-commerce......[Read full bio]


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