How to Retarget with Facebook AdsHave you ever been browsing through amazon (or another online store) and then you start to see ads for the same products, you were looking at, appear in your Facebook newsfeed?

Ever wonder how they do that?

Well you can also do it for your business.

It is called retargeting.

In this article you will discover how you can retarget and show your ads to a very relevant custom audience on Facebook.

What is retargeting?

Retargeting is when you build a very specific custom audience based on people who visit your website or a particular page(s) on your website.

Here are some examples of how you can use retargeting:

  • All website visitors: Target everyone who visits your website
  • Particular Products: Target people who visit a particular product page
  • Abandon Cart: Target those who added something to their shopping cart but never actually bought it.
  • Related Products: Target those who have bought a particular product and offer related products or accessories to go with the product they purchased.
  • Bring Back Old Traffic: Reach out to people who have not visited your site in the last 180 days.

Why you should use retargeting?

You want to use retargeting because not everyone is ready to buy your product or service the first time they see it.

Also, retargeting helps to keep your product or service top of mind so that when they are ready to buy, they will think of you.

For example, let say I am researching and looking to buy a new golf bag. If I am seeing your ad for golf bags while I am on Facebook then I am going to be much more likely to buy form you when I am ready, especially if you are offering a special deal!

How to Create a Website Custom Audience

In order to create retargeting ads, you will first need to create a website custom audience.

Go to the Facebook Ad Manager

Click on “Audiences” in the left-side menu and then click the “Create Audience” button and select “Custom Audience”

create a custom audience

A window will pop-up and you will need to select Custom Audience From Your Website

create website custom audience

Next you will give more detail about the Custom Audience you want to create.

You will need to enter:

  • Website Traffic – Select whether you want to track all visitors or just those who visit a particular page on your site
  • Audience Name – Give your Website Custom Audience a name (something like – All Visitors – 180 Days)
  • Description – This field is optional but allows you to give more detail about your audience
  • In The Last – Determines how long a particular website visitor will remain a part of your custom audience. The default is 30 days, but you can change it to anything from 1 day to 180 days.

creating a website custom audience

If you want to include website visitors that only visit certain pages then you will need to select “People Who Visit Specific Pages” and under URL contains you will be able to specify keywords that the URL contains.

For example, here I am targeting anyone who visits a page on my site that has “facebook” as part of the URL.

cutsom wca for specific pages

When you are ready, click the “Create Audience” and Facebook will create your Website Custom Audience.

Finally, you will need to get the “pixel code” to add to your website. To do this select the custom audience you just created and click “actions” then select “view pixel”.

wca get pixel code

Copy this code and place it before the closing head tag on your site. If you are unsure on how to do this, ask your web developer to do it for you.

wca pixel code

How to retarget with a Facebook Ad

To create your first retargeting ad, start by going to and chose your campaign objective. If you have never created a Facebook Ad before, you may want to read my blog post How To Create Your First Facebook Ad.

Next, select the custom audience you want to target


selecting a custom audience for an ad

You can also hover over your custom audience and  click on the “down arrow” and you can specify to exclude this audience.

Excluding audiences can be a powerful technique to use because you could target all visitors to your website but exclude those who have visited a particular page. For example you could target all visitors to your site who have not yet signed up for your email list. That way your ad will only show to those website visitors who have not yet subscribeed to your list.

The image below shows you how you would exclude a custom audience.

excluding a custom audience

The rest of the ad creation is the same as any other Facebook Ad, you can even enter other targeting criteria if you chose.

Now it’s your tun!

Comment below and let me know how you use or plan to use Facebook retargeting.