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[Facebook Ads] How to Build Retargeting Campaigns with Custom Audiences


[Facebook Ads] How to Build Retargeting Campaigns with Custom Audiences

Facebook is one of the most popular platforms for social media marketing, as it gives businesses and brands of every size access to their database of 2 billion active users. Facebook Ads are easy to set up, and there are many tools available to help ensure that your campaigns are a success.

The most attractive thing to marketers about Facebook Ads is the ability to retarget their campaigns using custom easily, making sure your ad dollars aren’t being wasted on an uninterested and unengaged audience.

Custom Audiences are built from customer data that you already have on hand—or can easily get—making it easy to reconnect with the people who have already shown interest in your business.

In this article, I’ll be taking you through the simple steps required in building an ad campaign with Facebook Ads that targets customers who have already shown an interest in your business, product, or service. It’s an easy process that simply requires creating Facebook Retargeting Campaigns using data from your website or Facebook Business page.

How to Create a Facebook Retargeting Campaign

The very first step to creating a Facebook Retargeting Campaign is to set up a Facebook page for your business or brand.

Once you’ve completed that, you need to add the Facebook remarketing Pixel on your website or app. With the Pixel set up, Facebook will now be able to start tracking your website visitor data, and you can start targeting your website visitors

Before you get to setting up your Retargeting Campaign, you need to identify your Facebook campaign goals. Who do you want to reach? What do you want to accomplish with this campaign—is it simply a brand awareness campaign, are you promoting a sale, or a specific product or service? Your campaign goals should always include:

  • Awareness
  • Consideration
  • Conversion

Once you’ve established your goals, you need to create a remarketing audience using Facebook Custom Audiences. I recommend that it’s best to have at least 1,000 people per target audience—otherwise you’ll spend a lot of time creating a campaign that only reaches a handful of people.

Setting up a Facebook Retargeting campaign requires first setting up an advertising campaign in the Ads Manager. This is where you need to go to set up and start using Facebook Custom Audiences.

All remarketing audiences for your Facebook campaigns are targeting Custom Audiences.

Custom Audiences could include people who:

  • Are engaged with your Facebook Page, Facebook ads or Facebook posts
  • Have visited your website in the past 30 days
  • Have watched your videos on Facebook’s platform
  • Have read one of your blog articles
  • Have made a purchase on your website
  • Have added purchases to their shopping cart on your website
  • Have signed up for a free trial on your website
  • Have taken a specific in-app action in your application

You can build Custom Audiences from:

  • Customer Files – CVS file with names, email addresses, etc.
  • Website Traffic – everyone who visited your site, specific pages, spent a specific amount of time on your site. This data is collected through the Facebook Pixel.
  • App Activity – including active app users, those who made app purchases, those who installed the app, those who took specific action on the app, those who had a specific number of sessions.
  • Offline Activity – target people based on offline activity that you’ve collected from in-person purchases or engagement.
  • Engagement – including people who watched videos for a specific length of time, lead forms (users who completed lead ads), engaged with posts/ads, and interacted with Facebook events.


7 Retargeting Campaigns Using Custom Audiences

Now that you know just how to set up your Custom Audiences, here are 7 Retargeting Campaigns that we recommend considering for increased conversions.

1) Brand Awareness Campaign

The goal of your Facebook brand awareness campaign is to introduce your product to potential buyers and raise their interest in the product and your brand. How to increase your success rate with a brand awareness campaign:
  • Make sure your Facebook ad clearly says what your product or service is.
  • Lead people to your website, where you can track them with Facebook Pixel. To make sure your Pixel is set up properly and tracking your site traffic, you can install the free Chrome plugin called Facebook Pixel Helper
  • When sharing an article, write a fascinating headline that catches attention.
  • Run the awareness campaign for 1 week or until you have a big enough remarketing audience.

2) Website Visitors

After running a brand awareness campaign, you will have a set of website visitors who have shown some interest in your product or service. Now you have an opportunity to set up your first retargeting campaign.

To target all of your past website visitors, create a Custom Audience based on website visits, and simply target all the people who have visited your domain.

3) Landing Page Visitors

If your website is getting a lot of traffic, you’ll have a big enough audience pool to divide it into multiple segments. By segmenting your remarketing audiences, you can create more relevant Facebook campaigns for each, which will increase your likelihood of conversion.

Create Facebook Custom Audiences based on website visits, but instead of selecting all website visitors, only include the visitors of specific landing pages.

4) Dynamic Remarketing Ads

If you’re running an eCommerce store, you don’t have to set up a different campaign for every single product on your website. Instead, you can completely automate your campaign and show people the exact product in your online store that they have previously looked up.

This Facebook feature is called Dynamic Product Ads, and allows you to create an online product catalogue, and automatically create ads based on the products people check out on your website.

5) Advertise to Your Blog Readers

To set up a target audience of your blog visitors, create a Facebook Custom Audience based on website traffic, and target people who visited your blog page by using the slug “/blog” or whatever link best refers to your blog.

6) Shopping Cart Abandoners

Shopping cart abandoners are users that have been shopping in your online store and have even added some things to their cart, but then abandoned your website without completing the purchase.

Shopping cart abandoners are a highly valuable segment as they have shown clear interest in buying your product.

To make your Facebook ads reach people who have abandoned their shopping cart, create a Custom Audience based on online events. You can set up an event on your website that records a person clicking on the “Add to Cart” button.

7) Turn Free Trial Users into Paying Clients

When a customer signs up for a free trail, they’re showing a clear interesting in your product or service. To turn these free trial users into paying clients, it is most efficient to get a person’s readiness to pay during the test period—and that’s where your Retargeting Campaign comes into play.

The easiest way to remarket to your free trial users is to set up a Facebook Custom Audience based on the “Free Trial Signup” website conversion event. Another way to target your existing users is to upload a customer list with people’s emails and names to Facebook, and create a Custom Audience based on that.

You can run a Facebook retargeting campaign for free trial users by:

  • Offering the user a nice discount if they sign up for a longer time period. E.g. “sign up for 12 months instead of 1 month and save 40%.”
  • Offering to extend the free trial for users who haven’t been active this far.
  • Sharing helpful materials such as guides and eBooks on how to get more out of your product.


Using Facebook Retargeting Campaigns can be incredibly effective, and is as simple as setting up a Custom Audience in your Facebook Ads Manage. However, to be most successful, you need to ensure that your ads deliver a slightly different message from your main ad campaign.

The goal of these Retargeting Campaigns is to engage people who are already aware of your brand and product, so you can be more direct with the messaging of your ads. Set up your Facebook Retargeting Campaign today and watch your conversions sky rocket!

If you’re ready to learn more about successfully marketing your business, products, or services, then you can enroll in our Facebook Ads & Marketing Mastery online course to learn more about Retargeting Campaigns and much, much more!

You can also follow us on FacebookInstagram, and YouTube for helpful content daily, or check out our FREE Training for more educational articles!

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