7 Steps to Build a Successful Facebook Retargeting Campaign

More efficient than traditional advertising, Facebook retargeting is aimed at Internet users who have already shown interest in one of your services or products. This marketing technique also proves effective in developing the commitment of your page or your audience or retargeting your prospects. Follow these 7 steps to run such a campaign…

Facebook Retargeting: Definition

Also called “retargeting”, Facebook retargeting is a marketing strategy that involves offering a service or product for which an Internet user has already shown interest. Before visiting your Facebook Page, they used your mobile app or visited your site. Since he has shown that he is interested in your site, it is easy to send him an ad that meets his needs. Thus, after leaving your cart on your site, the visitor will receive various ads related to this cart on your social networks.

This technique increases the number of prospects converting into customers. The target can be part of the database. It can also be a viewer of an e-commerce site or any other type of web medium. Certain criteria, such as the Internet user’s center of interest or socio-demographic criteria previously recorded on social networks, can be targeted.

How to Build an Effective Facebook Retargeting Campaign in 7 Steps

How does Facebook find visitors to your website? How should you go about converting more and more prospects into customers and increasing your ROI? For a successful Facebook retargeting campaign, follow these essential steps.

1. Find visitors to retarget

Internet users will need to be subscribed to Facebook to retarget. There may be chances that you will take the time to select them according to their centers of interest, geographical and socio-demographic criteria. Followers of your page on this social network can be retargeted for better engagement and reach in relation to it.

You also have the option of retargeting visitors to your website by sending your ads, which must be equipped with the Facebook pixel. The latter allows you to save certain contacts, members of your site, in your database.

By carefully targeting your audience, you get better conversion rates and lower acquisition costs. Instead of resorting to an expensive mass campaign, this type of marketing campaign will not only help you achieve your goals but will also save money as it costs less.

Since only qualified contacts are taken into account, it is possible to achieve rapid return on investment, or ROI, thanks to Facebook retargeting campaigns.

2. Install Facebook Pixel

Facebook can easily locate visitors to a website using the Facebook Pixel. This small JavaScript code is placed on the pages of your website to track all the visitors. You will be able to create Custom Audiences or Retargeting Audiences based on everyone who has visited particular pages or your site.

Conversion tracking of your Facebook ads is also provided. To install this script, you must first change the code of the site. On Facebook’s Event Manager, select Connect Data Source and click Web. Then enter Facebook Pixel to log in. Before entering the URL of the website where the script will be installed, add the name of the pixel. And to optimize its installation, you can use the parameterization method.

3. Create a Custom Retargeting Audience

Create a Custom Audience in Facebook Audience Manager. This tool provides access to all audiences who have interacted with your business on your mobile application, on your website, or on your Facebook page. A reminder is displayed in this section if you have not yet installed the script.

By clicking on the Same Audience option, you can automate prospecting starting with an already functional target. You can also select and save the audience to use as the basis for your campaign.

4. Create a Facebook Retargeting Campaign

Select Create Campaign to proceed to set up your Facebook retargeting campaign. Give this campaign a name, then associate an ad and an audience with it. In the Placements section, you’ll be able to edit the ad.

From the various purposes offered by the social network, make your choice. Your goal may be to encourage Internet users to stay in touch, attract more visitors, or even promote the publication on Facebook and Instagram.

5. Set a Budget and Schedule

Budget setting is essential in the development of this campaign. Click Enter amount to assign this transaction. This is the same for the calendar which is used to fix the start and end of the campaign to specify the duration of the campaign.

6. Add Ads and Launch Campaigns

Edit the ad selected to build your campaign in the placement and also define the network where it will be displayed. Choose Audience Network, Messenger, Instagram or Facebook. On Facebook, you can narrow down likes by sections, such as Marketplace, Videos or News Feed.

With auto placement option, select the most suitable combination as per your budget. Then validate the campaign to launch it.

7. Evaluate Campaign Performance

Use Facebook Ads Manager to track the performance of your campaigns. Along with key performance indicators, it consists of 3 parts describing the results of individual ads, ad sets and campaigns.

Choosing the Right Facebook Retargeting Strategy

There are different Facebook retargeting strategies. Based on your goals, choose the most appropriate strategy.

abandoned cart retargeting

Many visitors order a product, but eventually leave their carts. To stop them from going into the competition, you need to retarget them immediately. To perform this action, remind the visitor that they viewed a product or service but did not complete their purchase. To encourage him to take this action, offer him a reduction voucher.

Many companies go through the division of campaigns with two different goals to combine these 2 phases.

After a conversion failure, the retargeting strategy is valid even for visitors who have started a particular process without completing it. This process may be related to creating an account, registering for a program or downloading an application.

Retargeting should be done based on the information you have and various criteria.

Retargeting after conversion

By offering products suited to your target, you pique their interest and motivate them to buy. The product or service purchased helps to learn more about the target’s interest in a variety of goods. Based on the results obtained, you can offer to cross-sell with a retargeting campaign on Facebook or Upsell.

This solution is particularly beneficial in the context of asynchronous strategy. For example, Renault lists the contacts of its customers who have acquired internal combustion vehicles. To better market its electric cars, the brand has launched a post-conversion retargeting campaign. The latter includes the discovery offering of its new range of vehicles.

Retargeting based on pages visited

Popular with most companies, this technique involves using the Facebook pixel to retarget visitors. Whether they’ve read an article on a blog or visited a service’s presentation page, it’s effective in retargeting them. With this solution, you can expand your contact list, generate leads on Facebook, and increase your website traffic.

Take this approach to promote your content and increase your contacts. Define your goal in advance, taking into account several criteria for better segmentation. Then, build your campaign by offering to download a free e-book or guide after filling out a form. Thanks to the latter, you will receive different information to qualify the lead.


Targeting qualified contacts, Facebook retargeting saves money and is more effective than a group strategy. To be successful, follow these 7 well defined steps. Identifying Internet users to retarget involves segmenting contacts who have shown interest in your products or services. Tracking visitors to your website requires Pixel Facebook to be installed. Then the audience must be personalized before creating the campaign, setting the budget and schedule. Before starting a campaign, you’ll need to add or edit an ad. Then evaluate the performance of the campaign to find the flaws and rectify it later.

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