▷ 7 Steps to Creating a Successful Retargeting Campaign on Facebook

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

Facebook Redirect: Definition

Also called “retargeting”, it is a marketing strategy that consists of offering a service or product that an Internet user has already shown an interest in. Before going to your Facebook page, they used your mobile application or visited your site. Since he has shown interest in your site, it is easy to send him an ad that meets his needs. Thus, after abandoning his cart on your site, the visitor will receive various advertisements related to that cart on your social network.

This technology increases the number of potential customers that convert into customers. The target can be part of a database. It can also be an audience for a specific e-commerce website or other type of web medium. Certain criteria may be targeted, such as the Internet user’s center of interest or even socio-demographic criteria previously registered on the social network.

How to Create an Effective Facebook Retargeting Campaign in 7 Steps

How does Facebook find your website visitors? How should you start converting as many potential customers into customers and increase your ROI? For a successful Facebook retargeting campaign, follow these basic steps.

1. Find visitors to retarget

Internet users to be retargeted must be Facebook subscribers. These may be prospects that will take time to select according to centers of interest and geographic, social, and demographic criteria. Your page followers on this social network can also be retargeted for better engagement and reach regarding it.

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

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

Since only qualified contacts are taken into account, it is possible to get a quick ROI or ROI thanks to Facebook retargeting campaigns.

2. Install the Facebook Pixel

Facebook can easily find visitors to a particular website using the Facebook Pixel. This small JavaScript code is placed on the pages of your website to keep track of all visitors. You will be able to create custom audiences or retarget audiences based on all the people who have visited certain pages or your site.

Conversion tracking is also provided for your Facebook ads. To install this script, you must first change the site code. In the Facebook event manager, select Connect Data Sources and click Web. Then enter your Facebook Pixel to log in. Before entering the URL of the website where the script will be installed, add the Pixel name. And to customize the installation, you can use the parameters method.

3. Create a custom audience for retargeting

Create a custom audience in the Facebook Audience Manager. This tool provides access to all audiences who have interacted with your business on your mobile app, 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 Similar audience option, you can automate your prospecting starting with an already functional goal. You can also select and save the audience that will be used as the basis for your campaign.

4. Create a Facebook Retargeting Campaign

Select Create campaign to continue setting up your retargeting campaign on Facebook. Give this campaign a name, then associate an ad and an audience with it. In the placements section, you will be able to edit the ad.

Among the various goals offered by the social network, make your choice. Your goal can be to encourage internet users to connect, attract more visitors or promote posting on Facebook and Instagram as well.

5. Prepare budget and schedule

Budgeting is essential in developing this campaign. Click Enter Amount to set this transaction. It is the same for the calendar used to fix the start and end of the campaign to determine the duration of the campaign.

6. Add an ad and launch the campaign

Edit the ad chosen to create your campaign in placements and also select the network in which it will be shown. Choose Audience Network, Messenger, Instagram or Facebook. On Facebook, you can narrow the selection by sections, such as Marketplace, Video, or News Feed.

Using the Auto Placement option, select the most suitable combination according to your budget. Then validate the campaign to launch it.

7. Evaluate the performance of the campaign

Use Facebook Ads Manager to track the performance of your campaigns. Along with KPIs, it consists of 3 parts that describe the results of individual ads, ad groups, and campaigns.

Choosing the Right Retargeting Strategy on Facebook

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

Abandoned cart redirect

Many visitors order a product, but end up abandoning their carts. To prevent them from heading into the competition, you need to retarget them immediately. To perform this action, the visitor stated that they saw a product or service but did not complete the purchase. To encourage him to do this action, give him a discount voucher.

Many companies go through split campaigns using two different goals to combine these two steps.

After the conversion fails, the retargeting strategy is also valid for visitors who started a certain action without completing it. This action may relate to creating an account, registering for an event, or downloading an application.

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

Retargeting after conversion

By offering products that adapt to your goal, you spark their interest and drive them to buy. The purchased product or service helps to learn more about the target’s interest in different types of items. Depending on the results obtained, you can cross-sell with a retargeting campaign on Facebook or increase the sale.

This solution is especially useful in the context of an asynchronous strategy. Renault, for example, has listed the contacts of its customers who have acquired internal combustion vehicles. To better market its electric cars, the brand launched a post-conversion retargeting campaign. The latter consists of presenting a discovery offer for its new range of vehicles.

Retargeting by visited pages

This technique is popular with most companies, and it consists in using the Facebook Pixel to retarget visitors. Whether they read an article on the blog or visit the presentation page of a service, it remains effective in redirecting them. With this solution, you can expand your contact list, generate Facebook leads and increase your website traffic.

Adopt this method to promote your content and increase your contacts. Define your goal in advance, taking into account several criteria for a better segmentation. Next, create your campaign by offering, for example, downloading a free e-book or guide after filling out a form. Thanks to the latter, you will get various information to qualify the potential client.


Targeting qualified contacts, Facebook retargeting saves money and is more effective than a group strategy. To achieve success, follow these seven well-defined steps. Determining which Internet users to retarget involves segmenting the contacts who have shown interest in your products or services. Installing Pixel Facebook is necessary to keep track of your website visitors. The audience must then be customized before the campaign is created and the budget and schedule prepared. Before launching the campaign, the ad must be added or modified. Then evaluate the campaign’s performance to discover flaws and improve them later.

Want to know more? Take a look at this certified online marketing course that introduces a social media strategy component.

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