How to do remarketing on Facebook: mini guide

On my Facebook page you asked me for an article about remarketing on Facebook, here they are. But before starting by explaining what this marketing strategy consists of, what advantages it brings and how it is actually used, let’s see together to clarify the concept of “remarketing”.

What is meant by Remarketing

Right now we are not talking about remarketing on Facebook, but about remarketing in general.

When we visit a website, we are asked whether or not to accept “cookies”. Cookies represent a tracking system, which allows the website to know various things about us, such as where we are browsing from, and which follows us in the navigation through a personalized code, memorizing our every action.

Since these data are recorded (as we have said with the user’s consent) they are then used for the benefit of remarketing campaigns, i.e. advertising campaigns that will have as public all those people who have already visited our site .

Try to think of every time you enter Amazon, look for a pair of shoes, and then that same pair of shoes appears again on the sites you visit in the following days. It seems to be a bit chased huh?

Remarketing is like this, once the user is hooked he has the task of making him come back (hopefully) for a purchase.

The benefits of remarketing

What are the benefits of remarketing? People who already know you are more inclined to buy from you (or in any case to take an action) than those who have not yet been able to understand who you are.

Anyone who has already visited your site has had the opportunity to get an idea about you and what you sell, whether you are a freelancer or the head of a company. Based on the actions that the user makes within your site, you can obtain ever more precise information about your audience and create increasingly targeted and precise campaigns for the sale of your products or services.

We often tend to always look for new customers, underestimating the importance of keeping the ones we have already acquired.

How to remarketing on Facebook

You have several ways to remarketing on Facebook, it all depends on the audience you use.

Facebook remarketing

The first step is to open the Facebook Business Manager , click on “Audience” and start creating the audiences you need for your remarketing campaign.

Obviously, if you haven’t yet installed the Facebook Pixel on your site, there won’t be many audiences that you can use for remarketing, instead you just have to create:

  • people who like your facebook page
  • people who interacted with your facebook page

By installing the pixel, however, you will be able to access an incredible amount of extra data and create very specific audiences, like the ones we will see shortly.

Once in the “Audience” section, you will need to click on “Create Audience” and select “Create Custom Audience”. Here is a table of options to choose from based on your needs and possibilities.

The entries are as follows:

  • Customer files
  • Website Traffic
  • Activity in the app
  • Offline activity
  • Interaction

Remarketing su Facebook

Presumably, if you are a freelancer like me I doubt you will have your own app or store offline, so the two items marked in red will be difficult for you to use for yourself, but you can use them for your customers.

In any case, Customer files is the option that allows you to use the data you collected through the newsletter or that you keep in your database, to search for those same people on Facebook and show them the campaign that you have prepared for them.

The Website Traffic option, on the other hand, uses the data collected from your site to carry out remarketing campaigns. What does it mean? It means that you can build audiences of people who have visited your site for up to 180 days, or who have visited specific pages on your site, such as the thank you page of a service or product that you have sold or given away.

The activity item in the app instead will allow you to use the data collected by the app, if you have it, while the one referring to offline activities gives you the possibility to create a list of contacts that you collected directly in the store or on the phone or in any case via offline channels.

The last item, on the other hand, is a bit more complex, because it is divided into several other options, such as:

Remarketing su Facebook

For each of these, you can create many types of audiences, playing on the time window in which users interacted with one of the platforms in the list.

Ex: Audience of people who have visited in the last 90 days.

For viewing the video, however, you can divide the target based on the time spent watching the video.

Can you understand the importance of this data for remarketing on Facebook?

Once you have defined all the audiences you will need for your campaigns, you can combine them together, making sure to check first if they overlap each other, thanks to the internal function of Facebook, called “Show overlap public ”which you can always find in the“ Public ”section.

Similar audiences or Lookalike

I dedicate a separate paragraph to this type of audience, because you will soon realize how important they are.

Once we have created our custom audiences, we can create additional audiences starting from them . In other words, Facebook gives us the ability to create audiences similar to personalized ones, which will contain all those people who have not yet interacted with us or with our brand, but have similar characteristics to users who already know us.

An extremely effective audience, that allows us not to use cold audiences for too long because, once we have created a solid fan base or having a consistent and profiled website traffic, we can rely directly on it on public lookalike, much more precise.


I would like to focus on one last thing, before concluding: not all audiences update automatically.

As you may have already understood, if Lookalike or custom groups are created from a dynamic database, which therefore requires a constant exchange of information such as that given by the Facebook pixel, then they will automatically update over time. If, on the other hand, the audiences are created from a list of manually entered data, it goes without saying that they must also be updated manually.

Don’t make the mistake of creating campaigns with too narrow custom audiences, mainly for two reasons:

  • the audience will run out very soon
  • the cost per interaction will be higher than usual

I hope this article was helpful, if you have any questions about the remarketing topic, feel free to write them in the comments, I always answer.

Come leggere gli insights di Facebook

Leave a Reply

Your email address will not be published. Required fields are marked *