Facebook Retargeting

The harsh reality of selling online is that approximately 96% of visitors that come to your site are not ready to buy.

Rather than being satisfied with a mere 4% of web traffic, several brands have centered on retargeting those lost guests. As a digital marketing firm, we wanted to share our Top 10 Tips for Facebook Retargeting Ads which can greatly aid any brands efforts.

Retargeting ought to be an important aspect of an all-around marketing plan and Facebook is a platform that’s ripe for use.
Aside from the two billion active users, the platform is user-friendly, and retargeting is fairly easy to set up. While several brands do utilize retargeting in their marketing strategy, very few maximize the potential of this powerful tool because they aren’t always aware of the possible ways it
can be effectively employed.

What is Retargeting?

Retargeting is wherever you attempt place relevant ads in front of your web site guests who didn’t convert on their initial visit to your site.

This is done by utilizing the “cookies” that are placed on a browser when they visit your site.
That cookie then enables a business to virtually follow a visitor as they swim to different sites and target them with ads on those sites, such as when they visit Facebook.

Top tips for Facebook Retargeting Ads

1. Understand your audience – It is very important to understand the audience when using retargeting. Are they price sensitive? Do folks actually need what you’re selling or is it fulfilling a demand? Is the audience likely to react well to something hip or funny? Take the time to dive deep into the audience and create multiple level personas which will then make it easier to craft effective ads.

2. Focus on the headline – You have about 2 seconds to capture the attention of the average Facebook user with something in their feed. Sad enough our attention spans have shrunk down to this, but that’s the social media world we live in now. With such a brief window, the headline for the ads must be engaging, clear and convincing. By understanding your audience, it becomes easier to creatively work around.

3. Retarget in a short window – Retargeting should take place in the 10-15 days after a visit and by that we mean multiple touches during that period. Strike when the iron is hot!
If a customer has shown interest in your product/services but didn’t convert, then you need to give your best shot before they get converted somewhere else. An important point to note is that about half of all web traffic is mobile, but only about 20% of transactions take place on mobile devices. Quite often, people will browse on a mobile device and later convert on a desktop. Retargeting helps as a reminder to complete a purchase of something they were interested in.

4. Use an evolving message strategy – The beauty of retargeting is that you have the ability to use constantly changing messages. Rather than employing a hammer to smash a window and grab their attention, you can start with a few light taps on the glass to get their attention and
then ramp up the messaging. For example, the first communication can be a soft reminder of a product they viewed citing advantages/benefits of the product. The next communication can be a reminder for shopping and talk about nice reviews that the product received. After that, the third communication could contain a discount coupon or limited offer for the product.

5. Provide additional customer service – Facebook Messenger Ads offer an interesting way to provide customer service for visitors that might have questions or need assistance.
This type of ad encourages connecting to the business and connects them with Facebook messenger which then initiates a conversation with a customer to answer queries, and connect on a personal level, thus aiding in sell products or services.
This strategy works best within the first week of retargeting and preferably the initial few days.

6. Find the hesitaters – It can be tricky to find and effectively retarget people who have visited multiple times but have yet to convert. One way to do this is by analyzing metrics such as total time on site, types of pages viewed such as pricing. Shipping details, return policies, product reviews or FAQs and creating an audience group specifically to target them

7. Look for those who want to learn more – Similar to the hesitaters, those people who have shown interest specifically with learning more should be retargeted.
You can work on creating an audience consisting of people who spent time on about us, features, specifications, “how to” and such pages. Giving them sufficient information, which solves their queries, can easily close into a conversion.

8. Use Facebook lead ads to get subscribers – Visitors who don’t show interest in retargeting after a week typically are not ready or truly interested in making a purchase, however that doesn’t mean you should ignore them. Here, you can use Facebook’s Lead generation in getting them to subscribe to your email list which enables you to connect with them at a later stage. This type of ad works nicely because they can easily subscribe in their feed without redirecting to another page.

9. Retargeting on Google/Bing searches – For those who use either Google or Bing ads (or both), you can use Facebook to retarget any visitors who reached your site from a search ad. What’s best is that you can retarget with exactly what they were searching for. If a person was searching for ‘premium leather shoes’, then the next ad they will see is ‘Purchase premium leather shoes”.

10. Exclude irrelevant visitors – Not every visitor is destined to become a customer, regardless of how many ads you target them with. Hence, it makes sense to exclude these irrelevant visitors from retargeting as it’ll help you save money out of your advertising budget. For instance, visitors that spend an extremely small amount of time on your website and never return, have a very low chance of converting. By excluding the audience based on low time spend and type of pages visited, you can focus more on relevant visitors.


Retargeting is extremely effective when done in a proper manner, but at the time can be ineffective if not done right. Our top tips can help you formulate your retargeting strategy which will result in better ROI and more revenue.