First off before we get in to the details of How to do facebook retargeting – lets talk about what Facebook Retargeting remarketing is.

Im sure you have experienced this before – where you go to a website like Walmart that sells products on line – and you click on a specific product you are interested in for whatever reason. And you look at it and then close the browser or hit the back button.

At this point you have been PIXELED! Don’t worry this isn’t a bad thing – everyone is doing it. (or I should say the good marketers are doing it)

So now that you have been pixeled unbeknownst to you, you go to a different webpage and the you notice an ad that displays the exact same item you were just looking at earlier on walmart – that my friend is retargeting.

Different companies are keeping track of the items that you have looked at on their website or videos you have viewed on Facebook. They know that you are interested in the product so now they know you are a hot lead and they can put that item in front of you again in hopes that you will go back and make the purchase.

So to answer the question of What is retargeting – It is a form of online advertising or marketing that tracks items you have visited and then clicked away from in order to get their brand back in front of you in hopes to get you back.

For Facebook specifically – if a website has a facebook pixels installed on their website – they keep track of targeted pages you have visited such as a thank you page (for a purchase or optin) or a landing page etc.

As a facebook marketer you then have the option to re-target these customers who have shown some interest in you or your products. And display ads to get them back to your site.

This works even if you are a smaller site and don’t get a ton of traffic yet.

As mentioned earlier – this is all set up with the Facebook Pixel – so the first step is to get your pixel in place on your website (For mor info on setting up your pixel you can check out this article here).

So after your Pixel has been set up – Data is collected by facebook from people who perform whatever action it is you want them to perform. Such as watching a specific video you have posted on facebook, opted in to your newsletter, visited a certain page on your website etc.

** Special Tip** More recently on Facebook Video Engagement has become a great way to get visitors and audiences to retarget. It’s recommended that after creating your video ad you should then create a retargeting audience ad of people who have viewed your video of at least 25%.

Retargeting is a fantastic way to reach out to people who have shown interest in you and or your product – they are what we like to call warm leads. Warm leads are more likely to turn into customers than someone who is a cold lead.

So at a high level with Facebook – you would first create your ad – either with a picture or a carousel or a video – that ad would direct them to a webpage with an optin form. At this point they can either optin – or close the website.

If they optin – great! you have a new customer lead on your list to target.

However If they don’t optin all is not lost – you can now retarget them by creating another ad and only display this ad to the people who watched your video or clicked through to your website.

So How Do we Actually Set this up in Facebook?
Example 1: Website Views

For this example lets say we ran an ad and the goal was for them to visit an article on our website. And that article had an optin form of some sort to get them on our email list.
Step 1 – Go to Facebook Ads Manager and Select Audiences

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Step 2 – Click on Create Audience – Then Click Custom Audience
You will find this option at the top right corner of the page.

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Step 3 – Select Website Traffic

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Step 4 – Create the Custom Audience

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Step 5 – Select and Create your target Audiences
In the All Website Visitors drop down you can select from multiple items depending on what your end goal is. For this we are going to select
“People who visited specific web pages”
Past “30” Days
URL Contains: “www.example.com/supercoolcontent”
Give it a name that describes the setup so if you look back you know exactly what you were retargeting.: “Retarget-past30days-supercoolcontent”
Click Create Audience

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Next I will quickly go over video view audiences

Example 2: Creating Audiences from Video Views
Steps 1 and 2 are the exact same as above- no changes here. The difference starts at step 3

Step 3 for Video
This time you will select Engagement (Not Website Traffic)

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Step 4 For Video – Then you will select Video

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Step 5 For Video Views
Click In the Engagement box and you will see different options to choose from – feel free to experimient with this – I recommend picking views at 50% or greater

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Once you select the percentage you will then be presented with a Choose videos – click choose videos

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You will then have the option to select the Facebook Page where you have the video and the specific video (if you have multiple videos) – Then Click Confirm
Select the past “30” days ( this is something you can experiment with as well)
Give it a name that describes the setup so if you look back you know exactly what you were retargeting.: “Retargeting Video Views Past 30Days”

Click Create Audience

And there you have it – 5 easy steps to get you started on retargeting (remarketing) on Facebook for Website views and video views.

Again this all assumes that you have already installed your pixels. Without the pixels non of the above steps will actually work – but you can go still go through all these steps in advance

So now you have the audience created. At this point you would have to target that audience with an ad.

This article wont go into creating an ad but just to show how you would select this audience that you just created.

Go to power editor under Ad Set – Audiences and then under the Custom Audiences section you would select the new audience you just created. For example here – this would be the video views audience that was created

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