A 7 Step Guide to Creating a Facebook Remarketing Campaign

Facebook's remarketing service, known as 'retargeting', is one of the best ways to establish your brand, gain consumers' trust, increase conversions, and expand your customer base. While retargeting may sound complex, it's actually relatively simple to set up via the Facebook Ads Manager dashboard. Here's your seven-step guide to setting up and running a remarketing campaign that you can put into practice right away and start seeing results.

What is Facebook Retargeting?

Facebook retargeting involves embedding a small transparent image on your website called a 'pixel' that collects data about anyone who views it. When you set up a Facebook remarketing campaign, you can take this data and send these people customized ads that are likely to appeal to them based on their interests and actions. It might sound complex but it's really easy to set up. Here's how to get started.

Step 1. Go to the Facebook Ads Manager Dashboard

To get started with your remarketing campaign, you'll need to have a Facebook business page and you'll need to enter your website (this will be used to create a pixel later). Once you've set this up, simply visit the URL: Facebook.com/adsmanager and log in as your business page (not your personal Facebook page). Here, you will see the Ads Manager dashboard.

Step 2. Access 'Audiences' on Your Dashboard

On your Ads Manager dashboard, you'll see a sidebar menu on the left-hand side and an icon that looks like nine dots. Once you click on this icon, you'll see the Business tools menu, on which you'll find the 'Audiences' tab. Click on this to open the 'Audience Dashboard'.

Step 3. Choose a Custom Audience to Target

The next step is choosing a custom audience that you want to target with your remarketing campaign. You can choose to target visitors to your website, people who have used your app, or people on your customer list. For this example, we'll choose website visitors, but you can choose whichever audience you want. Click on the 'Create a Custom Audience' tab, and make your choice on the popup that appears on the screen, then click 'Next'.

Step 4. Create and Customize Your Facebook Pixel

The pixel is what makes Facebook remarketing campaigns possible, and this is why Facebook needs to know your website URL. Double-check that your website is entered correctly, then create a name for your pixel before clicking on 'Continue'. After making your pixel, you can customize it so that it collects data about your customer audience. As we are using website visitors for this example, you can fine-tune your pixel to collect data about people who visit, say, your landing page, or a certain product page on your site.

There are many different ways to customize your pixel so that it collects the most valuable data for your business. For example, you can set the pixel to target visitors who spend a set amount of time on your website or even filter visitors depending on what type of device they are using. For instance, if you are marketing an iOS app, you'll want to set up your pixel to only collect data on visitors who are using an iOS device. You can also choose how long people who match your criteria remain in your target audience. These adjustments can help make your remarketing campaign much more productive and lucrative.

Step 5. Create A Custom Audience

Once you've customized your Facebook pixel to focus on your target customers, you can give the audience a name and then click the 'Create Audience' tab. This will help later on when you have created multiple custom audiences and want to switch between them easily.

Step 6. Add Your Pixel to Your Website

Arguably the trickiest part of this whole process is adding your pixel to your website. From your Facebook Ads Manager dashboard, click on the nine dots icon and then 'Events Manager' to go to the 'Data Sources' dashboard. Next, click 'Continue Pixel Setup' and you'll be presented with two ways to use your pixel.

The first way to add your pixel to your website is the 'Install Code Manually' option. Click on 'Copy code' and then follow the directions to enter this code into your website's header.

The other option is to click on 'Use a Partner'. If you are using a platform that is integrated with Facebook ads, such as Shopify, this is the option for you. It automatically integrates the pixel into your site and does away with the need to copy and paste the code, meaning that everything is done for you.

Step 7. Start Creating Ads

The final step is to start creating ads to show to your target audience. In this example we used website visitors, so you may like to send them special time-limited offers based on the page, products, or services they were looking at. Eye-catching ads can tempt them into revisiting your website and possibly give them the incentive to turn into paying customers.

To get the most out of a Facebook remarketing campaign it's essential that you closely match the ads with the audience you target. For example, if you customize your pixel to only collect data about people who visit your landing page, the ads must be relevant to the product(s) on that page.


Facebook remarketing campaigns are one of the best ways to grow your customer base, build brand recognition, and capture potential leads that may otherwise be lost. If you aren't using retargeting yet, nothing is stopping you from getting started right away. Setting up a Facebook pixel and creating appealing ads is one of the best things you can do to succeed at marketing.


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