What is Facebook Remarketing & How to Use It?

If you’re looking to start advertising on Facebook in 2018, one of the most important thing’s you need to learn about is Facebook Remarketing.

Don’t be fooled. As intimidating as it might sound, remarketing on Facebook isn’t complicated and learning the gist of it can help to improve various aspects of your PPC campaign.

You should know why it’s a useful tool, what makes it so useful, and how to properly utilize it. Unfamiliar? We’ve got you covered.

What is Remarketing?

Rather than give you a boring definition that you’ll have forgotten by the time you’ve reached the end of this post, try this example on for size.

You’re standing in line at a tech store and for whatever reason, you leave without making a purchase. At first, it might seem like the tech store have lost you as a customer, but this isn’t the end of the road just yet.

After you’ve left their store, you walk down the street and what’d you know – there’s a billboard advertising the tech store’s brand. What’s more, on the billboard there is an offer that is relevant and appeals directly to you.

Remarketing provides businesses with the opportunity to try and sell to customers once again, but this time with a more targeted approach.

This is just one example of remarketing. Facebook Remarketing is very similar with the main difference being that it’s online.

What About Facebook Remarketing?

When it comes to online marketing, the phrase Facebook Remarketing is used in reference to display ads being used strategically and being shown to Facebook users who have previously visited your website.

Remarketing is usually a strategy that targets people who didn’t make a purchase from your site when they first visited, but you can target previous customers too.

Facebook remarketing audience

One particular tool that you can use is a Facebook Custom AudienceAfter you’ve added your website’s visitors into a custom audience list, you can then put them into a Remarketing List.

What is a Facebook Custom Audience?
“A Custom Audience from a customer list is a type of audience you can create made up of your existing customers. You can target ads to the audience you’ve created on Facebook, Instagram, and Audience Network.”

– Source: Facebook Help Center

Why is Remarketing So Important?

So, whenever someone heads over to your website, they’re automatically saved as part of your custom audience. This means that the next time they’re scrolling through Facebook and an ad shows up in their news feed, it’ll be one of your ads.

Keeping in mind that Facebook has over 2.2 billion users across the globe which includes your target audience, Facebook Remarketing can be incredibly powerful.

By using Facebook Remarketing to grab the attention of a relevant audience who have already checked out your website in the past, you can be sure that they’re interested in what you have to offer.

Key Benefits of Facebook Remarketing

There are plenty of other benefits – aside from targeting your ideal audience – when running a remarketing campaign on Facebook.

  • In comparison to a Google remarketing campaign, your cost per click will be lower on Facebook
  • Unlike on other platforms, Facebook remarketing doesn’t get caught by ad blockers
  • By targeting a specific audience who have already shown an interest in your brand, users are more likely to engage with your ads and your conversions will increase
  • Because your ads will be shown to a significantly lower number of less-interested people, your budget will be spent more effectively
  • Facebook remarketing campaigns are incredibly simple to get up and running, anyone can take advantage of them!

So, now you know what remarketing is and how it can be beneficial, let’s look at how to get started.

Getting Started with Remarketing on FB

Before you can run ahead and build a lengthy custom audience list full of people who have already shown their interest in your business, you first need to install something called a Facebook Pixel.

What is a Facebook Pixel?

This is simply a piece of code that you’ll have on your website and this will be the key component that helps you to build up that nifty custom audience list we keep going on about.

With a Facebook Pixel, you’re able to track a lot of data which can be used to help with tracking your Facebook Ads Conversions.

Installing Your Facebook Pixel

Fortunately while installing a Facebook Pixel can be a difficult (and somewhat technical) task, you can find out exactly how to do so by checking out Facebook’s official step-by-step guide.

It’s worth noting that this process requires you to edit part of your website’s code, so access to your website files will be needed.

Creating a Custom Audience

After you have the technical part of out the way, the next thing you’ll need to do in order to get your Facebook Remarketing Campaign up and running is create a custom audience.

Doing this is as easy as going to the Facebook Ads Manager page, clicking on the “three horizontal lines” icon at the top-left of the page, and then selecting Audiences.

Facebook Ads dashboard

You’ll now be taken to a page that’ll allow you to create a custom audience with ease. You’ve now got everything you need to run a successful remarketing campaign!


You should now be fully aware of what Facebook Remarketing is and how to get your own Facebook Remarketing Campaign up and running in no time at all.

Admittedly things might get a little complicated from this point forth – deciding on which audiences to target, designing and creating your Facebook ads, A/B testing, and CRO (Conversion Rate Optimization), are all going to quickly make you feel the pressure. 

After you start to see some success with your Facebook Remarketing efforts, you’ll be tempted to invest more in the campaign. Of course, if things are going your way and you’re noticing more sales, then spending more money would surely get you even more, right?

Unfortunately, that’s not always the case and for that reason, you need to be careful otherwise you can waste a lot of your money very quickly.

Want a professional Facebook Ads team to take care of this for you? Get in touch with KonvertLab and we’ll make sure you get the most out of your advertising budget.

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