Have you ever noticed how ads seem to follow you around the internet, especially for products you've recently viewed? That's remarketing at work – a powerful advertising strategy that helps businesses reconnect with potential customers who've already shown interest. From website visitors who browsed without buying to shoppers who abandoned their carts, remarketing audiences in Meta Ads let you target these warm leads with tailored messages, special offers, and personalized content. In this comprehensive guide, we'll walk you through the step-by-step process of setting up and leveraging remarketing audiences on Facebook and Instagram to boost your conversion rates and maximize your ad spend.
How to Create Meta Ads Remarketing Audiences
Access your Meta Business Manager (Meta Business Suite)
Navigate to Audiences (under "All Tools" menu)
Create a Custom Audience
Select "Website"
Define the Remarketing conditions either using Website URLs or Events 📝 Note: In order to create a Meta Ads remarketing audience, you need to have the Meta Pixel installed on all pages of your website. You can check out our tutorial on How to Install the Facebook Pixel via Google Tag Manager (GTM).
Select your Meta Pixel
Select "People who visited specific web pages"
Change the number of Retention (days) accordingly: Retention refers to the number of days people will remain in your audience after meeting the website traffic criteria you specified. You can change this up to 180 days, but this depends on how long your customer journey is.
Insert the URL of any page in your website that you want to target
Click on "+ And also" to insert an additional condition
Finalize and name the custom audience
The completed audience will appear in your audience list.
How to Use Meta Ads Remarketing Audiences
Navigate to Meta Ads Ads Manager
Create a new campaign.
At the Ad-Set level, under "Custom Audiences" select the Meta Ads Remarketing Audience you want to use as your ad set's targeting
You can overlay other targeting criteria such as age and location, but we would advise against adding more interest criteria as it beats the purpose of the remarketing audience.
Frequently Asked Questions on Meta Ads Remarketing Audiences
What types of interactions can I use to create a Remarketing Audience in Meta Ads?
You can create Remarketing Audiences based on various interactions, including:
Website visits (all visitors or specific pages)
Time spent on website (target users who spent a significant amount of time on your site)
Engagement with your Facebook or Instagram posts or video views
Ad interactions (users who have interacted with your previous ads, including clicks, impressions, or engagement with ad content)
App users and activity (e.g., in-app actions)
Customer lists (e.g., email subscribers, past purchasers)
Product views and add to carts (users who have viewed particular products or categories or added to cart but haven’t made a purchase)
Event responses (users who have responded to your events on Facebook)
Lead form engagers (on users who have interacted with your lead forms, such as those who opened or submitted a form)
Can I exclude certain users from my Remarketing Audience?
Yes, when creating a Remarketing Audience, you can set rules to exclude specific users. You can also exclude any custom audiences you've created. For example, you might want to exclude users who have already made a purchase or those who have opted out of marketing communications.
What is the minimum audience size for Remarketing Audiences?
The minimum audience size for Remarketing Audiences on Meta is 100 users who belong to the same country. This ensures that your ads are targeted effectively while maintaining user privacy.
Are Remarketing Audiences automatically updated?
Yes, Remarketing Audiences can be automatically updated based on the rules you set to include new users who meet the specified criteria. For example, if you set an audience for users who visited your website in the last 30 days, any new visitors within that timeframe will automatically be added to the audience.
You can also define a retention period for your audience, which determines how long users remain in the audience after their last interaction. Once the retention period expires, users who haven’t interacted again will be removed from the audience.
Can I create lookalike audiences from my remarketing audiences?
Yes, you can create lookalike audiences based on your remarketing audiences. A lookalike audience is made up of people who share similar characteristics and behaviors with your remarketing audience, helping you reach new potential customers who are likely to be interested in your brand.
What should I do if my remarketing audience isn’t performing as expected?
If your remarketing audience isn’t performing as expected, there are several strategies you can implement to improve its effectiveness. Here are some steps to consider:
Review audience criteria and refine targeting options
Adjust ad creative and messaging, test variations of creatives
Monitor ad frequency and refresh ads regularly
Evaluate landing pages and ensure their relevance
Review audience size; ensure your remarketing audience is large enough to generate meaningful results. If it’s too small, consider broadening the criteria.
Segment your audience more precisely to target specific user groups based on their behaviors or interactions
Optimize the timing of ads
Adjust the retention period
Check Pixel implementation to ensure the data is being recorded accurately
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