Small Business Guide to Facebook Retargeting

As a small business, you have most likely been told about how effective advertising on Facebook can be for your business. You are able to target very specific audiences who are interested in what you offer. This is a great way to generate new traffic to your website as you can target users based on gender, age, location and much more.

But how do you target users who previously visited your website? This is where Facebook Retargeting comes in.

What is Facebook Retargeting?

Have you ever noticed that an ad pops up on your Facebook feed from a website you recently visited? You were just retargeted.

These type of ads are super effective in comparison to the standard Facebook ad. Statistics show that retargeted website visitors are 70% more likely to convert on your website. This is a huge opportunity missed if you don’t currently use Facebook Retargeting for your business.

The beauty of retargeting is how easy it is to promote your products and services to an audience that have already shown interest.

The Retargeting Process


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The process of retargeting a site visitor is simple. After a someone has visited your website, data of that visitor will be collected and if they meet your set specifications they will soon see an ad on their Facebook feed.

You can tailor who you target with retargeting ads, an example being if you only want to reach out to a specific type of website visitor. You can target those who visit a specific page, those who have visited your website a certain number of times and much more.

Retargeting ads are more effective as the targeted audience already have an interest in what you offer, improving the chances that they will engage with your ad and convert. Improved conversion rates and an increase in sales is something every business wants and using retargeting ads can assist you in achieving this goal.

The Main Benefits of Facebook Retargeting Ads

  • Get your ad in front of interested website visitors repeatedly over a long period of time.
  • A Retargeted audience is 70% more likely to convert on your website than a standard advert.
  • Retargeting allows you to target visitors window shopping in an attempt to convert them into a customer.

How to start retargeting campaigns on Facebook

This short setup guide will show you how to create and implement your first retargeting campaign on Facebook. It’s simple, fast and does not require a developer to set up.

Step 1 – Create an Ad account if you don’t have one

If you currently do not have an ad account with Facebook, it’s easy to create.

  • Click on the downwards arrow at the far right of the Facebook menu.
  • Click on “create ads” on your main on the dropdown menu.
  • Create an ad account on this page.

Step 2 – Choose your marketing objective

You can choose a marketing objective which relates to your goals. There are plenty of options to choose from. You can increase brand awareness for your company, increase the number of website visitors and even create ads to improve conversion rates.

In this guide, we have chosen to increase brand awareness for our web design agency in an effort to promote our services to previous visitors of our website.

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Step 3 – Create a Custom Audience

On the audience section, you will want to create a custom audience so you can retarget website visitors.

  • Click on the “Create a custom audience” link next to Custom Audiences.
  • Click on the “Website Traffic” option when the popup appears.

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3) Name your Facebook Pixel

4) Accept the terms and conditions and click next

Installing your Facebook Audience Pixel

To retarget your site visitors, you need to add the Facebook Audience Pixel into your website. It’s a simple piece of code that you insert into the header of your site. The code leaves a cookie on a visitors computer which then enables you to retarget them on Facebook.

You only get one Audience Pixel per ad account. This means that you will be using the same piece of code on every website you have in your account. To choose which website you would like to advertise, simply enter the exact url of the website.

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Step 4 – Adding your code into the header

  • Turn on advanced matching using the button below the code. We had problems activating the code but found turning advanced matching on resolved this issue.
  • Access your website and insert your pixel base code into the website header. To do this, we will be using this WordPress plugin called “Header and Footer”. The plugin will help you easily insert code into your header.
  • Insert the code in between the <head> tags. If you are using the Header and Footer plugin insert the code into the <head> section injection area under every page.

That should be your Audience pixel set up! You should expect the pixel to be active 20 minutes after installing it.

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Step 5 – Create your audience

With your Facebook pixel set up on your website you can now define what audience of website visitors you want to retarget.

1) You can choose how you will add people to your audience. You can include:

  • Anyone who visits your website
  • People who visit specific web pages
  • People who visit specific web pages but not others
  • People who have not visited in a certain amount of time
  • A custom combination of the above

2) Define how long someone will stay in your audience before they are removed. You can choose for someone to stay in your audience for a maximum of 180 days.

3) Choose a name for this audience for future reference.

4) Accept Terms and Conditions and click create an audience.

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Step 6 – Create an ad for your retargeting campaign

1) Choose a specific age range and other variables to further segment the audience you want to target. Leave this broad if you want to retarget the most site visitors.

2) Choose a budget for your ad. This can be a daily or lifetime value.

3) On the next page, you can choose the layout of your ad. We have chosen the single image format.

4) Add an image, header and content for your advert.

Congratulations, you have set up your first Facebook retargeting ad!

Below is what our finished ad looks like. We have added content and created a banner to promote our offer to previous visitors to our site. We also added a book now button making it easier for them to get in touch with us.

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Helpful Tips


  • If you are having problems activating your pixel installation, we highly recommend using the Facebook Pixel Helper. This is a chrome extension which will be able to assist you if you are having problems activating your pixel.
  • Your retargeting ad requires at least 20 people in your audience for the ad to begin. This may take a few days if your website has low traffic.
  • Keep text minimum in your ad images. Facebook allows a maximum of 20% text on Facebook ad images.


Jamie Bell operates All-In-One Web Design, a Web Design company in Dumfries. He has worked with a range of companies providing Web Design and other Digital services. In his free time, Jamie enjoys working on his other businesses.


Matthew Marley

Matthew Marley is a SEO specialist from Glasgow Scotland with a passion for the web and emerging technologies. With over 9 years experience Matthew specialises in SEO and has worked with some of the worlds biggest brands.

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