Facebook ads – Retargeting & pixel strategy

Retargeting is when you show ads to someone who’s already shown interest in your product, service, or business.

You can retarget people who have viewed your website, added something to their cart, or even clicked on a previous ad. All these possibilities are capable when you have a Facebook pixel.


A Facebook Pixel is a tiny piece of code that you install on your website to track people who visit it. There’s your base pixel that goes across all your website and then event code that can go on specific pages – “Add To Cart” for example.

This event code is what you would use to run ads specifically to people who have taken a specific action on your website.

Best ways to build an audience to retarget.

There are many ways to build an audience to retarget.

One of the ways is to grow an email list, upload it and retarget people who have already expressed interest. One of our favourite ways is to create a video, run a video view objective ad, and then retarget the people who have viewed the video!

It’s one of the least expensive ways to grow an audience.

When should you retarget

As soon as you have an audience, you should be retargeting. Priority one is building an audience; but from there, you want to retarget that audience with ads that are looking for a specific conversion.

Why should you retarget?

We know that it takes 8 touchpoints to make a sale. This shows us that the majority of people are not going to click, opt-in, or buy when they see the first ad. This is why retargeting is so important. By retargeting, you’re able to save the cost of ad spend, by running ads that look for conversion to a warm audience.

How many times should you retarget?

You can retarget as many times as you’d like. The minimum that we do is 3 times, starting with a video view objective ad. Then we retarget website visitors too! We’ve found that if you’re running an ad to an audience, you want them to see the ad at least once a day. More than that if you’re being more aggressive in your marketing.

Should you retarget current customers?

This is highly debated. Some say that you shouldn’t market to people who have already opted in because it’s a waste of money. Others say you should because it gives you the opportunity to get social proof from your current customers. The best thing we can suggest is to test it out. Find what works best for you!

Are you ready to start running ads? Check out this Case Study where I share the strategy we use for our clients to get great results and decrease ad spend by 91%.

Get the case study here: http://aimsocial.info/facebookadcasestudy

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