How Does Facebook Retargeting Work

October 18, 2017

To the general public, finding an advertisement in a Facebook feed for a recently visited site might appear like some kind of confusing magic. On the other hand, to the digital marketer, retargeting is one of the most effective means of encouraging potential customers. This actually yields to one of the highest returns on ad spend for advertisers.


The Basics of Facebook Retargeting


From the word itself, “Facebook targeting” means marketing or reaching customers through Facebook. The basics of Facebook retargeting are very simple. In fact, you get an opportunity to re-engage with people who came to your e-commerce website but did not make a purchase.


Whichever way it is that you choose to remarket (or retarget) to your potential customers on Facebook, you’ll need to start correctly. So the question is, how will it work?


The Result of Facebook Targeting


According to, retargeting is an extremely effective marketing tool that targets your ads on Facebook to people who have already shown interest in your site. It allows you to focus on the people who are in-market and suggest them how great your product is or why going with your market is the right decision.


Using Facebook’s Custom Audiences feature, you’ll install a snippet of code on your website that will set a cookie on the computers of those who visit your website. With this installed on your site, the code will send information back to Facebook about which pages were viewed on your site by a specific visitor. You’ll then use your Custom Audience preferences to retarget to different segments. For example, you may retarget people who visited a certain page, or even folks who got to your shopping cart but then didn’t make a purchase.


Retargeting is a great way to re-engage with your customers and give them another chance to make a decision about your product or service. In order to get the most out of your retargeting campaigns, you’ll have to make sure that you’re getting your audience’s attention and giving them a good reason to get back into your purchase funnel.


Start by planning your campaign. Answer the questions “What is it that you want to do?” or “Do you want to retarget those who got to the purchase page, but didn’t go any further?” Maybe someone checked out a certain pair of shoes on your website but didn’t make a purchase. You could retarget these folks with an ad offering a discount or free shipping.