The Ultimate Guide to Facebook Remarketing

Facebook remarketing is often seen as a “love it or hate it” tool. The thing is, you need Facebook remarketing.

Only 2% of first-time site visits are going to convert on your website. That means that 98% of your traffic won’t buy from you.  

Even if they add your products to their cart, nearly 70% of them will abandon it during the process.

You need remarketing if you have any interest in making sales, which you do.

In this guide, I’ll walk you through all of the remarketing options at your disposal on Facebook and how you can take advantage of them today.

Facebook remarketing is the gold standard of remarketing. You’ve got nearly endless customization options to tap into.

Plus, with billions of active users, your target market surely exists on the site.

But with so many great customization options, there’s always a downside. And with Facebook, it manifests in the form of complexity.

Thousands of metrics, hundreds of custom audience options, and a tricky ad platform come together for the perfect storm.  

But if you can figure out how to tap into the potential of Facebook remarketing, you can bet that conversions will be on their way.

Uncovering the best tactics on Facebook is only possible through trial and error. And thankfully for you, we’ve already done that.

Well, mostly the error part. You’re welcome.

Facebook Remarketing: Your Secret Weapon

Facebook is undoubtedly better for remarketing than any other platform we’ve got right now.

Let me convince you if you’re skeptical or if you think that “Facebook ads don’t work.”  

As of 2017, Facebook’s monthly active users have soared past two billion.

(Image Source)

Currently, Facebook is the most popular social media in existence. It has more users than any other social or video-based platform.

It even outshines the world’s most popular messaging apps.

(Image Source)

Meaning it’s the go-to place when it comes to reaching as many people as possible.

You don’t need to worry about using several platforms to find a user anymore.

Forget trying to juggle four different social platforms all at once.

In reality, all you need is Facebook to reach someone.

Chances are, everyone is on it. Even your grandma probably has a few hundred friends.

(Image Source)

All jokes aside, the sheer number of users on Facebook makes the platform incredibly valuable when it comes to remarketing.

But that’s not all.

You know all about banner blindness. You know that people are being spammed with ads online so much to the point where they subconsciously tune them out (or even take specific actions to prevent seeing them).

When users block ads out subconsciously, it looks something like this:

(Image Source)

This is a huge reason why Facebook remarketing works and display remarketing doesn’t.

On Facebook, users will see your ads directly within the news feed, like this:

Display ads appear on other websites, where people either use ad-blocking tools or simply tune them out as white noise.

To combat the large amounts of ads, people have started implementing ad blockers. Currently, the use of ad blocking technology is quickly on the rise:

(Image Source)

Mobile and desktop users are starting to get fed up with the number of display ads they see on a daily basis.

Meaning those display ads you’re running on AdWords probably aren’t even reaching all of your targets.

PageFair found that the main reasons why people block ads have to do with security, interruption, and simply seeing too many ads:

(Image Source)

But on Facebook, it’s different. AdBlock doesn’t work.

Why? Because Facebook doesn’t insert the ads into banners. They place them directly within your news feed, posing as natural company content.

They aren’t intrusive or annoying (for the most part).

All of your ads will actually reach your intended target without pissing them off in the process.

Now that you know why Facebook is the best platform for remarketing, let’s jump right into the best types of remarketing on Facebook and how you can start a campaign in just five minutes.

Facebook Remarketing: Common Audiences

Currently, Facebook offers multiple types of remarketing settings that come in the form of custom audiences.

Custom audiences give you the ability to target ads to specifically-crafted audiences based on your goals.

For example, if you want to remarket to basic website visitors, you’d create a custom audience for that.

If you wanted to remarket to mobile app download users, you would create a custom audience.

Essentially, custom audiences are the focal point of remarketing on Facebook.

Facebook offers three main forms of remarketing: contact lists, website visits, and application users.

(Image Source)

I call them the big three. For no reason at all, other than to sound as douchey as possible.

(Gif Source)

Facebook is constantly expanding upon what they offer, too. Currently, you can choose between five types of remarketing audiences:

The options are constantly growing. Some of the best options include the big 3 and a newly updated  “engagement”-based remarketing audience.

Here’s a quick overview of the five (general) remarketing audiences you can create on Facebook.

  1. Customer File: Upload a list of your customer emails that Facebook will match to accounts for you to remarket to.
  2. Website Traffic: Create a remarketing audience based on previous website visits.
  3. App Activity: Remarketing list based on people who interacted with your app.
  4. Offline Activity: Remarketing audience based on offline actions, like phone calls and store visits.
  5. Engagement: A list based on people who engage with you on Facebook or Instagram.


All of these audiences have the same end goal in mind, but with different ways to achieve it.

They all seek to bring back users who engaged with your brand in some way, shape, or form.

The engagement could have been via Instagram or Facebook likes, website traffic, application installs, or even phone calls.

All of these options are diverse ways of getting users back to your site for another shot at converting them.

The beauty of these remarketing tools is that each one packs a diverse toolset.

For example, here’s how you can structure remarketing audiences based on social engagement:

All of these fall under the “Engagement” audience type. Meaning all of them are based on Instagram or Facebook engagement.

So if someone interacts with your event on Facebook, you can remarket to them.

If they like a post of yours, you can remarket to them.

If they visit your Instagram account and don’t follow, you can remarket to them.

The options are almost limitless here.

If you like standard remarketing lists based on website visits, you can do that too:

The great thing about Facebook’s platform is that it allows you to get as detailed, specific, and sophisticated as you want (or don’t want).

If you like to keep it simple, you can do that too.

(Image Source)

Inspirational words, Dwight.

When you click on one of the five sections of remarketing-based custom audiences, they will open up a plethora of sub-types to choose from based on your goals and what platforms you use.

In this next section, I’ll give you a step-by-step guide on how to run multiple remarketing campaigns in just five minutes.

How To Run A Facebook Remarketing Campaign In Five Minutes (Or Less)

If you’re ready to start a remarketing campaign on Facebook, you’ve come to the right place. Here’s how you can set up two remarketing campaigns in just five minutes.

Remarketing website visits on Facebook

Remarketing website visits on Facebook is one of the most popular forms of Facebook remarketing.

It works just the same as typical display network ads. You can target specific sets of users based on how they’ve interacted on your site.

But instead of display ads, you’re delivering natural ads into their Facebook feed.

To get started, open up your Facebook Business Manager and navigate to the audiences section under “Assets”:

From here, select “Custom Audience” under the “Create Audience” drop-down:

Choose “Website Traffic” as your custom audience type:

This will allow you to customize your audiences based on website traffic.

You have multiple options to choose from at this point.

If you want to keep things simple and basic, Facebook offers their standard remarketing settings:

This base-level setting will target all of your website traffic/visitors within the last 30 days.

If you choose to use this feature, Facebook will create this as a new audience for you.

But, you can further customize it if you want more segmentation.

Click the “All website visitors” drop-down to bring up more options:

You can now choose to refine your custom audience based on specific web page visits, time on site, and more.

For example, let’s say that remarketing all your website visitors isn’t the best option. You will likely get tons of people who simply aren’t interested, so there’s no real point in remarketing to them.

If you want the best bang for your buck, you need to target warm, interested visitors.

Ones that have shown serious intent to purchase.

Not ones who come for the free coffee and donuts (yes, you), only to leave before you pitch the sale.

Nobody likes a freeloader. And remarketing to them isn’t worth your time or money.

Instead, try setting up a custom audience that targets visitors who have landed on your product or pricing pages:

More than likely, when someone visits these pages on your site, they are genuinely curious about how your product can help them.

You just need to help them realize it.

You can even refine this further by adding frequency measures to it:

Meaning that your remarketing audience will only consist of people who have visited either your product or pricing page two or more times.

This tells you one major thing:

People who’ve visited these pages are serious about your product.

They’ve checked it out. Multiple times.

They did a double-take and spotted your gorgeous face from across the bar.

(Gif Source)

Now, all you’ve gotta do is hit “Create Audience” to save it, and then create some new ads to target them.

Remarketing social engagements

Remarketing social engagements is an incredible way to bring back brand-aware traffic.

Want to avoid the typical buyer’s journey or sales cycle?

This is the best way to do it.

Social media is an awesome tool for generating brand buzz. But that’s not all that it’s good for.

With Facebook’s updated engagement-style audiences, you can remarket anyone who lands on your Instagram and Facebook profiles.

Pretty, awesome huh? Thanks, Zuck.

To get started, create another new custom audience, but this time based on “Engagement”:

From here, you’ve got tons of options to choose from:

This is where you’ll need to decide on your own what the best approach is.

For example, do you host tons of events? If not, then remarketing based on event interactions wouldn’t make sense.

Do you have Instagram for your business? If not, ignore it.

You get the gist. Choose the option or options that best suite your business needs.

If you aren’t sure where to start, select the “Facebook Page” option:

This is the most basic and standard option you can start with, and it’s a great jumping off point for a new user.

You can choose between a few different engagement factors for remarketing with this option:

If you want to remarket to all page visits, select the first option.

If you want deeper engagement, try creating a remarketing list based on people who engaged with your posts.

Select the best option that works with your social strategy and save it as a new audience!

That’s it.

That’s all you have to do to get a new remarketing audience created.

Now head to your Ads Manager and create new ads on Facebook targeted to your newly-created remarketing lists.


Facebook remarketing isn’t always fun.

It can be boring, tedious, and time-consuming.

Conversion rates might not always be wonderful.

But it’s cheap. And Facebook is the place to be when it comes to bringing back lost sales.

You can’t afford to let 98% of your website traffic leave without converting.

You can’t sit idly by while 70% of your shoppers abandon their cart.

Facebook remarketing is a necessary tool that can have a big impact on your business.

Facebook’s diverse custom audience options are an excellent tool for growing a business and driving sales.

Custom audiences allow you to create specific remarketing lists based on hundreds of factors.

Meaning you can effectively segment and target your remarketing better than ever before.

No more targeting all website visitors. You can now target specific URLs, engagements, and more.

Take advantage of the diverse audience tools and start your remarketing campaign on Facebook today.

It only takes a few minutes to get going, and you’ll be on your way to bringing back those lost sales for good.