How to Set Up Facebook Retargeting Ads? - A Guide

How to Set Up Facebook Retargeting Ads? - A Guide
How to Create Facebook Retargeting Ads

Facebook ads are one of the most popular ways of advertising any business today. It is because almost everyone is there on Facebook, giving a huge customer base for all kinds of businesses. But what works better than normal Facebook ads are the retargeting ads. As the name suggests, retargeting ads are ads that are shown to only those users who have interacted with your brand in the past. The audience base for retargeting ads includes:

  • Those who have installed your app.
  • Those who have viewed your website and taken action in the past.
  • Those who have visited your Instagram page.
  • Those who have watched your brand videos in the past.
  • Those who have become a lead of your business by sharing their contact details.
  • Those who have liked your Facebook post or have visited your page.

Basically, it includes anyone who has interacted with your business somehow in the past. You need to make a custom audience for such people and retarget them with customized brand ads. But is creating retargeting ads that simple? Well, yes, only if you know a few master strategies. You can prevent entering the fool’s world of Facebook ads by learning about the ultimate tips on how to create pro retargeting ads. Are you excited to find out? If yes, keep reading because our marketing experts have got a surprise for you!

WIDGET: leadform | CAMPAIGN: Link Building

Tips to Create Facebook Retargeting Ads

Strategize Your Sales Funnel Properly
Retarget with Their Favourites on Your Store
Retarget Customers who are on a Verge of Forgetting Your Brand
Reach Out to the App Users of Your Brand
Make a Sequence of Retargeting Ads

How to create Facebook Retargeting ads?

Strategize Your Sales Funnel Properly

Are you showing retargeting ads to someone who is seeing your brand for the first time and are you expecting them to convert? If yes, it’s high time to change your strategy. Chances are that 90% of people who are seeing your brand ad for the first time won’t convert because they hardly know you. That is why you need to first familiarise your brand with them.

To do so, set up a few introductory ad videos. Now make custom audiences based on the engagement of the video. For instance, you can send your retargeting ads to those who have watched your video for more than 10 seconds or to those who have visited your site. This way you can ensure that your ad sales funnel is on point and you are not wasting your ad money by retargeting users who are interacting with your brand for the first time.

How to Build a Lead-Generation Funnel? - A Stepwise Guide
A lead generation funnel is a method to find the audience and direct them to funnel peak. Here is a guide to building a lead generation funnel.

Retarget with Their Favourites on Your Store

Facebook Retargeting ads for favourite products
Facebook Retargeting ads for favourite products

Did someone visit your store, check out a few items, and even add a few things to the cart but purchase nothing? If yes, you need to retarget them with the items they viewed. You can easily do it by setting up a pixel on your website to keep a record of which customers visited which paged on your website and stayed on each page for how long.

Now, you can use that data to create a custom audience base for retargeting ads. However, while applying this strategy, make sure you exclude those who have already bought the item because nobody wants to see the ad for those things that they already got. To do so, simply exclude the audience base that visited the payment confirmation page. But while doing so, please do not omit those customers who visited the cart page and bought nothing because those are the people who abandoned their cart and need to be targeted immediately. You can also send special discount coupons to such customers so that they end up buying whatever is lying in their cart. Applying this strategy can help you reduce the cart abandonment rate greatly!

10 Ways To Improve Your Facebook Organic Reach
Facebook is the best social media platform for promoting businesses & services. Read to know some best ways to improve Facebook’s organic reach.

Retarget Customers who are on a Verge of Forgetting Your Brand

Someone bought from you months ago but did not come back? It’s time to check up on them! You can do so by sending them retargeting ads where you ask for their feedback or simply telling them how much you miss them. Knowing their feedback will help you understand why they are not buying from you again. If there is a mistake on your part, you can correct it to stop losing future customers. On the other hand, a simple message saying how much you wish them to visit your store again will make them feel special, and probably they will come back to buy from you.

Reach Out to the App Users of Your Brand

Facebook Retargeting ads for app Users
Facebook Retargeting ads for app Users

If you have a mobile app for your business, you can also create a custom audience base based on the app activity. You can keep a record of which customers wish-listed what products and whether or not they abandoned their cart. Once you have the data, create the audience base and send them retargeting ads showing the products they loved. Make sure when they click on the ad, you redirect them to your app. Making shopping decisions on an app is far easier, which compels the customer to make a faster decision about their purchase.

Make a Sequence of Retargeting Ads

Not every customer will get converted after seeing just two retargeting ads; some are a bit stubborn and need more convincing. In that case, sequence a number of ads for them. For instance, for one week, show them an ad where you provide a discount of 10% on the product. If they do not convert, give them a higher discount in the next sequence of ads. If they are still not converting, give them the perk of free delivery. However, do not continue this chain forever because then the customer might assume that you are desperate to sell no matter at what price and then think of every product to be overpriced on your site. So stop after three to four such sequence ads because those who are not converting are clearly not interested!


We hope that this blog helped you learn some great strategies for creating excellent Facebook retargeting ads. Remember, your campaign will be a success only if you know the right ways of luring the customers. Also, you need to give them a reason to trust your brand. If you are honest with your customers and apply the right ad-making strategies, then there is no reason why your campaign will fail. However, it will take time if you are a beginner. In case your business is new, and you do not know how to create Facebook ads, you can also hire a professional marketer. So what is your plan for creating retargeting ads? Do let us know!


How much does an ad cost on Facebook?

Normally, Facebook ads can cost you $0.50 to $2.00 per click.

What are the types of Facebook ads?

Different types of Facebook ads are:

  • Image Ads
  • Video Ads
  • Poll Ads
  • Slideshow Ads
  • Carousel Ads

How do retargeting ads work?

Retargeting ads reconnect with users or website visitors and remind them of your products and services after they leave your website without buying. Ads relevant to their interests are shown to the website visitors.

What is the minimum audience size for Facebook ads?

The minimum source audience size for a Facebook ad is 100 people.

What are retargeting audiences?

Website visitors or users who have already interacted with your brand in some way are referred to as retargeting audience.

Must have tools for startups - Recommended by StartupTalky

Read more