Effective Facebook Ad Retargeting Strategies 2020

facebook-ad-retargeting, facebook-ads

Create an Effective Facebook Ad Retargeting Funnel, What are Retargeting, List-based retargeting strategies. here are some best facebook retargeting strategies which will help you to grow your business

Retargeting has become an essential strategy in modern marketing arsenal. With around 1.3 billion active daily users, advertising on Facebook can be an incredible way to get in front of almost any audience.

There is no doubt that Facebook retargeting ads are one of the fastest ways to boost sales, conversion rates and, more importantly, your bottom line. Implementing a good retargeting strategy can dramatically improve your paid advertising ROI.

Retargeting is a strategic way to remind shoppers of their initial interest and bring them back to complete their purchase. let's take a closer look. With the right advertising strategy, you are able to reach your business in the same way when they are looking for a business like yours, and who share the demographics with your existing audience.

“When you are running your marketing campaign, it is very important to re-organize people, so when your people are initially interested and come to your site, your brand is at the top. " Facebook retargeting efforts will leverage our real-time bidding (RTB) capabilities, allowing us to take the world's largest social media platform and reputable Facebook.com domain at the lowest possible cost.

What are Retargeting Ads?

Retargeting is a marketing technique that forces ads to be displayed to people who have recently traveled without converting your website or application. Visitors to the "Retargeting" website convert for the first time

facebook-ads, facebook-retargeting

Facebook only allows you to go beyond those who have landed on your website. It collects data from users who have watched your videos, visited your app or who have subscribed to the email list.

Retrieving website visitors is a simple concept: when someone visits a page with your custom audience code (ie, offsite pixels), they are added to your custom audience list in your Facebook Ad Manager. In simple words when someone sees an advertisement for your product and some other related items that they have not seen before. She was reminded of your brand, created by advertising, and returned to purchase.

facebook-retargeting, pixel-code-ad

The average website converts about 2% of its traffic - retargeting helps you get back in front of the other 98% of your website visitors.

If you're involved with online advertising and are still not sure how to implement retargeting, here are our four favorite strategies you can try in the new year

how-to, facebook-retargeting

Pixel-based retargeting

Pixel is a small piece of code that you can install on every page of your website. This track that is visiting your website and collects data from which you can retrieve them with advertisements. The code, or pixel, is not noticeable to your site visitors and will not affect the performance of your site. Whenever a new visitor comes to your site, The code omits an anonymous browser cookie. Later, when your cookies visitors browse the web, the cookie will let your retargeting provider know when to serve the ads, ensuring that your ads are served only to people who have previously visited your site.

facebook-retargeting, pixel-code-ad

Pixel-based retargeting allows you to display your ad to an anonymous visitor to your website. When someone visits your website and some pages on it, a browser cookie is stored to retain this information. The cookie is subsequently used to get your ads back to your website based on their past behavior and to encourage further conversion.
You can see directly from the Pixel Analytics dashboard the number of people you’ve got waiting for a retargeted ad:

facebook-retargeting, pixel-code-ad

Pixel-based retargeting guarantees that your ads are seen by people who have either viewed your website or clicked on your post-click landing page. Another advantage with pixel-based retargeting is that it starts immediately, visitors can immediately start seeing ads that can get them back to your offer.

List-based retargeting strategies

Another way to retrieve your audience is to use email addresses on your current mailing list. This approach is known as list-based retargeting. You can also use your existing contacts lists for certain types of ads. The way you work is to upload a list of email addresses to a retargeting campaign platform

remarketing-list, facebook-retargeting

The major benefit of list-based remarketing is the fact that you know who you are targeting. Most of your pixel-based list is anonymous, so you all know that they visited your site and probably did something interesting. They may be a willing customer… or a competitor trolling your site. You don't know anything
Most of the time, they use an email address for social media and everything else. For this reason, list-based retargeting relies on large email address lists to be effective -- the more email addresses you have, the more likely you are to find matches.

Cap Your Frequency

From time to time, the user repeatedly tells the number of times you see ads in your display or video campaign. Like any other lever within retargeting, the frequency cap must be measured and tested to understand the ideal number of times a specific visitor saw your ad - otherwise, you are wasting too many impressions.
Again, you don’t want to bombard people with your ads every time they unlock their phones or open Facebook, just like you don’t want your ad to follow them for the next year.

facebook-cap, facebook-retargeting

Unless you are running a remarketing or brand awareness campaign, setting a frequency cap for an online advertising campaign is almost always recommended in most situations and your CTR is of less importance. If you are a publisher, limiting the exposure rate is equally recommended to annoy your visitors with the same advertisements and to help A / B increase your advertiser's ROI. If you start to see your A / B retargeting campaigns slow down, ramp up your prospecting campaigns so you can A / B get more traffic to the site and in turn, see a higher return on your retargeting efforts,

  • Set an initial cap between 5-7 impressions per day
  • Gradually increase this number while measuring performance based on your KPI (usually CTR)
facebook-ads, cap-your-frequency

To make sure not to use the frequency capping option. It is important that the balance between creating your ads is noticeable, but not so much that potential customers do not want to see your brand again on their screen.

Retarget video ad viewers

Facebook has opened up new ways to re-organize people (or show them content or ads based on past actions), Including video re-rendering. Facebook video retargeting means that you can plan a visit for your Facebook visitors by "retargeting" viewers who have demonstrated varying interest and engagement in your video content.

facebook-ads, retargeting-video

With more and more people engaging with video across all devices, video ads are up 40% year-over-year and raising Cisco's forecast that in two years, more than 80% of Internet traffic will be video-based. Video remarketing can be a really effective tool in your tool chest.

facebook-video, retargeting-video

While Video Ads are great for building brand awareness, they typically have low click-through rates. This is because the primary goal of any video is to have individuals watch it, not click. Retarget these video watchers with an ad designed to elicit a click.

Why Is Retargeting Effective?

Broadly, only about 2% of traffic changes after the initial visit to a website. Retargeting can be a cost-effective way to re-engage unconnected 98%.

Retargeting is the perfect complement to SEM and SEO efforts. If you already have a constant supply of organic visitors to your site, then you should take that traffic to your retargeting list. This is especially useful if the majority of your traffic is made up of one-time visitors that would have otherwise gotten away.

facebook-ads, retargeting-effective

With retargeting, brands have accepted and acknowledged that many customers are not ready to convert when they first visit a website. But instead of aggressively trying to convert customers before leaving the website, they organize to remind you of the brand, and/or the products you saw through advertisements on other websites.


You need to be more flexible in your strategy and remember that just because a visitor does not click on your re-advertisement ad does not mean that it is not going. It makes sense that if your ad has been displayed to a specific person for several weeks and the conversion has not taken place, chances are your ad is not resonating for the person you are trying to reach.

Make sure you test new landing pages, creative variations, ad indexing opportunities, and other parameters to compare and contrast the effectiveness of your landing campaign. Ultimately, you should always find the best way to maximize your ROI


Effective retargeting can be a game-changer for your Facebook marketing, and the right way to segment your audience into different custom audiences. You will be amazed at how much better your marketing results can be with killer tactics. And for beginners, it may seem a little difficult to implement, but the effort may be worthwhile in terms of better conversions and brand awareness.

Hopefully, these tips and tricks will help you save time when you are ready to launch your first campaign

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