What is Facebook Remarketing and is it Important?

So if you’re interested in advertising on Facebook in 2018, you should first know about Facebook Remarketing, Why it’s amazing, and how to utilize it. I’ll explain all of this for you below.

The quickest way to explain it is with this example;

Imagine you walked into your local coffee shop today.

For some reason you didn’t buy anything, maybe you had to take a call, your house was on fire, it can be anything. You left the shop.

That coffee shop lost a potential customer. Until now.

As you’re on your way home, all the billboards you pass by, actually have your local coffee shop advertising on them.

Not only are you seeing their ads but you’re seeing offers that are relevant and enticing to you – the potential customer.

Now that business has more plenty of opportunities to bring you back in as a customer. It’s a game-changer.

Basically, Facebook can do just this, except for online advertising (and even offline to some degree).

What is Facebook Remarketing?

Facebook Remarketing refers to the strategy of displaying ads, offers, and discounts, to people that have visited your website (making them potential customers), while they’re browsing Facebook.

You can even display ads to people who have purchased from you in the past. Display up-sells, cross-sells, etc and bring them back to your site every time.

Anyone that visit’s your website can automatically be put into what’s called a Facebook Custom Audience (and then 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 this so important?

Now here’s the fun part.

Anytime someone visits your website, they are anonymously saved to your custom audience.

Then, the next time they are on Facebook, they are going to see YOUR ADS in their news feed or side bar.

Most people are on Facebook at some point these days, including your target customer, roughly 2 billion people/month log on.

So these people seeing your ads are going to be very likely to purchase or sign up because they’ve already been to your website and are most likely interested in what you have to offer.

How to Get Started

In order to build a custom audience from people who have purchased from you or visited your website (which are some of the best kind of people by the way – it makes sense, they’ve raised their hand and shown an interest in what you have to offer as a business), you need install a Facebook Pixel.

*This part you might need to be a little technically inclined for or send this guide to someone who is.

How to Install your Facebook Pixel (Free Guide)

The page will look something like this:

How to Create the Audience

Visit your Facebook Ads Manager

Once you’re in your Facebook Ads Manager, go ahead and click on the  and follow the instructions in the images below.

And that’s basically it for the basics on setting up a custom audience for remarketing.


This is just the beginner’s guide on what is Facebook Remarketing & How to get Started. It gets complicated from here when it comes down to targeting the audience, creating ads, A/B testing campaigns, optimizing for conversions, getting people to actually buy from you, and scaling up. If you’re not careful, you can waste money.

If Facebook Advertising sounds like something you’d want to look into, give us a call and get some free advice.