How To Create a Retargeting Audience For Facebook in 2018

You know those creepy ads that follow you around on the internet? Yes, the ones that show you products that you were just looking at? Those are retargeting ads. Want to make those too and creep on your website visitors? 

The Facebook ads platform allows you to create ads and audiences that allow you to do just that. This brief post will explain how easy it is to create an audience to make those creepy-awesome retargeting ads.

So, to make a retargeting ad, we need to have two things done: the Facebook Pixel installed and create a special custom audience.

Need to install the Facebook Pixel on your Sqaurespace or a Shopify website? Click here:

Squarespace Install

Shopify Install

Adding in the pixel is simple enough. Depending if you have an e-commerce store or a landing page, make sure you have the correct pixel snippets installed. For example, if you have a sales funnel, and the customer only makes it to the order form and not the checkout, make sure you have the proper event pixel installed. You’ll know why in a second.

Before creating the retargeting audience, make sure you already have traffic going to your website or funnel. The pixel needs to collect data. This data is important since it is what will create the backbone of our retargeting audience. Now, let me show you how to create the retargeting audience.

Head over to the audience section on Facebook, and click the blue button labeled 'Create Audience.'

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In the new window, click on "Website Traffic," since we are getting our information form the pixel.

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After that, select the data source to create the custom audience. For example, if you wanted to retarget people who have opted in as a lead, you would select 'Lead,' as shown below.

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After you have named this audience and pressed the blue button "Create Audience," Facebook goes to work assembling the people who match this criteria. The audience will have a blue circle next to it's name, indicating that it is being constructed. Once it goes green, you can create an ad with this audience. To do so, simply select the audience, and click "Create Ad." You will then be taken to the campaign selection page, just like you would for a non-retargeting ad.

The mystery of retargeting ads is a bit comical, especially for Facebook. It really is just an audience that consists of nothing but people who have done a certain task. Now, with this new information, who will you retarget to?

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