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What is Facebook Remarketing?

Remarketing is a technique that is used by marketers and businesses to re-target those website visitors who have left your website without making the desired action such as not purchasing, not signing up, abandoning their cart, etc. Using remarketing strategies, you can bring those potential customers back to your website and convert them into buying customers.

Facebook is the fastest growing social media website. Statistics indicate that there are 1.317 billion people who use facebook monthly and 829 million daily active users. (Source) Thus, Facebook captures a huge market, and you cannot ignore Facebook when marketing your business.

Facebook launched custom audiences in 2013 to help marketers and businesses to re- engage those customers who visited their website on desktop or mobile. With facebook custom audiences, you can reach your potential customers on desktop via Newsfeed ads, sidebar ads and permalinks ads. You can deliver targeted ads to them and encourage to complete their purchase online.

If you are promoting a mobile application, you can show facebook mobile app ads to encourage them to download, or, if they have already downloaded but didn’t use that application, you can offer them free stuff such as benefits of application, guides and “how to use” information to encourage them to use that application. Facebook website and mobile custom audiences work with all types of Facebook ad formats and placements (like sidebar and newsfeed) with targeting capabilities.

Facebook website custom audiences are similar to Facebook Exchange, a third party tool that many marketer use to interact with previous visitors on their desktop website.

You can use facebook custom audiences to target previous visitors, such as people who come to your website but don’t not complete required actions like sign up and sale, who buy a particular product from you to cross sell, or who have not visited your website after a fixed time period. You can also target those customers who never open your emails, Facebook fans, and your top customers.

Facebook remarketing drives more likes to your Facebook page, building your brand awareness, boosting sales and increasing your conversions, generating more leads with newsletter signups, and finding similar audiences to your potential customers using lookalike audiences with Facebook website custom audiences.

One more thing: you do not have to spend more money for remarketing ads because they cost about the same as the ordinary ones. To take advantage of custom audiences, you need to set a facebook remarketing campaign, you need to upload the list of your custom audience visitors like email, contact information, and then you can use your website and mobile app with custom audiences.

You can invite them back to your website with highly targeted ads that include some offers to increase sales and loyalty in your niche market. You need to keep updating your audiences and exclude your current buyers from the custom audience list.

So what do you think about Facebook custom audiences? Have you ever tried to re- engage your customers with your custom audience? If your answer is no, then it is your turn to use custom audiences to boost your sales and conversions. Start today.

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Lead Generation with Facebook Remarketing

Facebook gives you the ability to target non-converted customers using Custom Audience, a feature available in Power Editor and Facebook advertising API. You can target your website audience with Facebook remarketing pixels on your website. But if you have your customer’s contact details like Email address, Phone Number, Facebook User ID, Mobile Advertiser ID and Mobile App user id’s, you can also retarget them with custom audiences.

If you already have an email list that is different from your Facebook audience’s base, then you’re ready to go. If you don’t have one, you can create an email list using Mail- chimp, AWeber, GetResponse and other tools.

You can export your email list into a one column CSV file or a text file and upload it into power tools and create audiences. You can use this email list audience as your custom audience, and you can also create ads using that audience. Facebook matches your email list with its users and serves ads only those people who are not in its customers’ base.

If you have created different types of audiences using email lists and other contact information but do not want to show your remarketing ads to a particular list, you can exclude that list from your marketing campaign.

You can get more sign-ups with your newsletter, and you can send newsletters to your customers on a regular basis. You need to exclude those customers who haven’t signed up. In addition you can create a custom audience of excluded customers and retarget them.

You can also use calls to action in your post, run an offer that has some value for your customers and use whisper code that will encourage your customers to buy from you. All these methods will help to generate more and more leads with your Facebook account.

Targeting with email lists and other contact information, you will be able to build your brand awareness, generate new leads, increase your fans, extend your reach to your customers, and you can sell and upgrade a product to your non fans.

Increase your fans: To increase your fan base, you can use other targeting options to your potential customers. Having their contact information means they are already familiar with and interested in your brand. You have to add your email list to create

an audience and exclude your current fans, and then you can retarget with an ad to invite them to like your Facebook page.

Extend your reach: You can target those non fans who fall under your marketing niche. You need to use Objective Flow and select “Clicks to website” and “Page post linked to your website,” and then select the post you want to promote to increase your reach with your email list.

Drive more conversions: If you want to improve your sales with your custom audience list, you need to promote a post and track your conversion. You can use conversion tracking pixels to track your ROI by clicking “Track conversions on my website for this ad,” and then select the pixel that you need to apply to the promotional post.

You collect emails for lead generation. You can also create similar audiences with lookalike audiences to drive more conversions to your brand.

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3. Facebook Remarketing Tips

As remarketing has grown rapidly, it has become an important part of digital marketing strategy. Every marketing website has different types of consumers and buying cycles. You need to track and segment them properly in order to benefit your Facebook remarketing strategy. In this article, I will show you some quick tips that will play an important role in managing and testing your remarketing campaign.

1. Define your goals:

Before creating your remarketing strategy, you need to define your goals. It will becomes difficult to measure your success without defining your goals. If you create a remarketing plan without specific targeting and expect a good outcome, you will not achieve the success you want. Whatever your strategy, you need to be goal specific in order to achieve the results you want.

Defining your objective will help you to create a solid plan and put the most effective message in front of your potential customers. This remarketing strategy will help to boost your traffic and sales.

2. Collect your audience:

You are using Facebook remarketing pixels on your website to re-engage your lost customers later. But it is not necessary with remarketing ad campaigns to collect only those leads who are not converted; you can also collect the leads to whom you can market later.

You can create different lists based on URL’s visited. This will help you to show specific ads to your potential customers according to your list. You can target –

 Visitors who go to a particular service page
 Visitors who begin the checkout process
 Visitors who go to your lead generation page
 Visitors who are looking for your directions on a map/ direction page  Visitors who go to the special offer page

 Visitors who search for your sales-oriented content page  Visitors who subscribe to your newsletter
 Visitors who purchased from you to cross-sell
 And so on

There are millions of way to create and build a segmented list. You can create a separate remarketing campaign with creative ads for each segment to retarget those

potential customers who have not completed the desired actions on your website. You can also re-engage your buying customers with special offers to remind them about you.

3. Use Site Exclusions:

When you are running Facebook remarketing campaigns, you should regularly analyze your placement reports that are delivering conversions to your business. You also need to check which landing page works best in bringing more conversions to your business, along with which one is not working well.

You can change your bidding option by increasing bids for the pages that drive more leads to you, are highly converting, and deliver higher numbers of impression to your brand. If some of your remarketing ads’ landing pages are not performing well, you can test some other ads, bid lower on that landing page, and exclude that page from your Facebook remarketing campaign.

4. Facebook Remarketing Dos and Don'ts

As you know, remarketing is a great new technique that allows you to convert your visitors who have not purchased from you in their first visit. Remarketing is a great strategy to remind them about your brand and products. If you do it right, you will get great results. You need to retarget the right people to maximize your brand exposure. Here are some dos’ and don’ts to help remarket your brand effectively.


  1. Create product-specific ad groups: You want to remarket your product, so you have to identify your most visited product page and segment the page visitors. You can pick several top products and create product-specific ad groups according to your segmentation. These ads can be used to remarket your segmented visitors. This will increase your click through rate, brand awareness and sales.

  2. Remarket email subscriber list: Email brings the highest return on investment of each dollar spent. You can use Facebook to remarket your subscriber email list by uploading it to custom audiences. This technique is extremely effective because these people are more familiar with, engaged with, and already aware of your brand and services. For each email list, you need to create a unique ad with some creativity and a focused call to action to bring more conversions from your email list.

3. Creativitywithads:

You should measure the success of your remarketing campaign. You can track your success and find out which ad is working well for you. Such as news feed ads, domain ads, video ads, page post image ads, etc. Once you find the best converted ads, you can repeat those ads. Other ads you can be tested by changing the title and image, the call to action and the ad copy to make them more interactive.

4. Productrecommendation:

If someonehaspurchasedfromyou,youcan provide them with product recommendations. Your recommendations should be related to the specific product your customer bought. For example, if you have purchased a pair of shoes from amazon.com, Amazon will recommend related products.

You can also use data concerning previous purchases by your customers to remarket them.


  1. Retargeting current customers: If you are retargeting your current converted customers with the same ad, it will annoy your converted customers, and next time they may not buy from you. In addition, retargeting current buying customers doesn’t make sense because the product ad you are showing to them concerns something have already purchased, and your ad spending is wasted.

    You need to exclude those customers who have converted in your buying process. You want to retarget your buying customers for some special offers, which you can promote with other ads.

  2. Repetitive ad copy: You are retargeting your potential customers with the same ad that you have used to target the other audiences. This can also annoy your potential customers.
    Your Facebook ad copy and messages should vary according to audience, as you are retargeting. Your ad copy for the existing customers should be different and from your prospective customers, and it should be highly targeted. You can personalize with names to retarget your potential customers, and this will encourage them to purchase from you.

  3. Poor targeting: Running a remarketing campaign and displaying ad to your ideal customers who do not has any intention of purchase your products can be the biggest mistake of your remarketing strategy. In this type of remarketing, you need to monitor your audience and find what they like to read and what will work for them.

    You need to create a highly targeted remarketing ads with a clear call to action in order to grab your potential customers’ attention.

  4. Unrestricted geographic targeting: If you want to build your brand awareness, then it becomes important to target everyone who comes to your website. But if you are running a local business, it will not work for you and it costs you a great deal with no return. Geo-targeting is key for local businesses, and with it you will be able to target your customers within specific locations.

5. Facebook Remarketing Power Tools

Facebook Custom Audience allows you to place remarketing ads on Facebook for your potential customers who have already visited your website. Being able to reengage your lost audience is a great gift for marketers like you. If you want to advertise with Facebook Custom Audience, there are plenty of tools available to help you to get started.

Triggit: Triggit provides you with native retargeting, through which Triggit delivers ads to your potential customers’ Facebook newsfeeds; and it drives 15X higher click through rate. Triggit includes frequency caps and impression attribution tracking to set the timing of your ads and maximize the bids for the ad which convert best.

Triggit’s dynamic creative features allow you to use custom headings, dates and images in your Facebook remarketing ads to improve your click through rate. You can also include your email list and contact list to create custom audiences for retargeting. Triggit provides you the features of segmenting, Geo retargeting and custom reporting. Triggit offers free A/B control testing to determine true incremental view through ROI.

Vizury: Vizury is a remarketing tool that provides you with a fully managed service tool. You do not need to create or manage everything. The aim of Vizury is to improve Advertisers’ ROI. You can also use its ad provided templates, customize your ads and bids accordingly, and measure your marketing success as needed.

Vizury helps you with retargeting and display solutions, such as Vizury WebConvert, Vizury AdProspect, and Vizury MobiConvert.

Vizury works on a pay performance model; that means it charges only when your users buy from you. You can also retarget your customers through mobile applications. It also provides you industry focused solutions. Vizury constantly looks at your remarketing ad campaign to understand how they can optimize your marketing spending.

SiteScout RTB: SiteScout is a self-service advertising tool that provide retargeting options for your brand. You can retarget your custom audiences effectively and easily. You can also exclude your converted customers from your remarketing campaign. SiteScout core features are Real-Time Bidding and Real-Time Statistics, which means less wasted ad spending and maximum Reach ability.

You can control your performance with Conversion Tracking, Landing Page Tracking, Frequency Capping, Budget Pacing and Day Parting. These will give you the control to track and optimize your campaigns. It also offers some tools to build your brand awareness, like brand protection, ad tag support and auto optimization.

6. Facebook Remarketing for Local Businesses:

When you are running a local business, simply being on internet is not enough to maximize your local business brand reputation and sales. You need to advertise your business. As you know, most of the visitors are coming to your website, but not purchasing from you. You can take advantage of Facebook Custom Audience, which is available for every advertiser, to remarket. Remarketing in a local area is called local remarketing. With custom audiences, you can reach those customers who have left your website without purchasing.

You can run a highly targeted ad for those potential customers who visit your website, add a product into cart, and then leave without completing the buying process. You remarketing ads should be creative; that includes an image, business logo and call to action, because the customers you are retargeting already know about you.

You can remarket to your current fans, newsletter subscribers, lookalike fans, lookalike subscribers, email contacts, phone numbers and lookalike website audiences. This will increase your local brand awareness, conversion and click through rate.

Here are some local remarketing tips that will be helpful for your local business:

  1. Create similar audiences: With this tool, you can target more people in your local area. You can target your custom audience with lookalike audiences in order to find more customers who are similar to your custom audience. You can opt for similarity or reach. Similarity matches up to 1% who are similar to your custom audience in your area, and greater reach matches up to 5% who are a similar audience.

  2. Segmentation: You want deliver highly targeted mail to your customers for more conversions. You need to segment your audience based on the pages they visited on your website and according to their behavior and actions. Segmentation will help you to create more creative ads for each group of your custom audience.

3. Restricted geographic targeting: You are running a remarketing campaign with Facebook, but there are so many users who are not from you location. To ignore these users, you need to restrict your geographic location when you are retargeting your local business. You need to re- engage only those customers who fall into your specific location.

These tips will help you to make some extra business for your brand, and you will be at the top of your customers’ mind. Here are some benefits of local remarketing:

  1. Brand awareness: Facebook Custom Audience will help you to remind your customers about you. Facebook remarketing ads recall the brand messages that your customers have already seen on your website. This will build their trust in you and your business.

  2. More business: You can use the data about your customers and re- engage them with special bonuses, free guides, and offers to get more sales and leads with Facebook remarketing.

  3. Improve relevancy and reduce loss: Facebook remarketing allows you to deliver highly targeted ads based on the previous action on your website. Remarketing provides you with a second chance to engage your ideal customers who already know about you and are more likely to buy.

7. Facebook Custom Audiences for Multiple Websites

Facebook Custom Audience is a great tool for marketing your business on Facebook. It allows you to target those customers who visit your site but don’t complete the desired action, like cart abandon, no sign up, etc. Facebook remarketing is an effective method to help you accomplish your goal.

Facebook Custom Audience is more than retargeting your website visitors. Facebook Custom Audience can:

  • -  Build brand awareness

  • -  Drive more traffic to your website

  • -  Recapture indecisive customers

  • -  Improve conversion rates

  • -  Sell to those who abandoned their shopping cart

  • -  Increase the relevancy of your ad to your potential customers

  • -  Deliver personalized offers

  • -  Bring your customers back

  • -  Target new customers similar as your potential customers

  • -  Build relevant page likes

    Facebook remarketing is a cost effective way to re-engage your existing customers and provide great benefits to you.

    However, problems can arise for you when you promote multiple sites, because Facebook gives you only one custom audience pixel code per account. To solve this problem, you have to create different lists of users for every specific website by placing a unique pixel code on each website.

    When you create your first custom audience, Facebook provides only one unique pixel code for a single ad account. You need to paste that code in HEAD tags of every page of a particular website. For other websites, you need to create multiple ad accounts because one ad account provides only one unique pixel code.

    If you are running multiple websites and want to retarget every website with Facebook custom websites, here are two possible solutions: You can use multiple ad accounts and use URL’s rules.

Multiple ad accounts: If you are managing more than one client websites, then you need to create separate ad accounts for each client website. That way, every client website has its own unique pixel code, which will solve your problem. You are the only one who has control of the custom audiences and ads of all these accounts. This is the cleanest way to create Facebook website custom audiences for multiple websites.

After adding these to your accounts, you can export all advertising strategies and import them into new accounts, and then you can use your custom audience for that ad account.

URL rules: What if you have your own multiple websites?? In this case you need to create Facebook custom audiences under the same ad account, and then you can separate that custom audience using WCA rules. If you already have your unique pixel code on your every website, you do not have to describe “All Website visitors”.

And if you are using “All Website Visitors”, you need to add the URL of the multiple websites that are under your control. You can also create Website custom audiences for specific pages by adding the complete URL of that page.

You can also try custom audiences for your multiple websites to generate more leads and conversions from your websites.

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8. Can you really sell stuff with Facebook custom audiences?

Facebook has announced its new feature of advertising: Facebook Website Custom Audience; this feature allows you remarket your website’s visitors who have not converted.

To use this feature of Facebook you need to learn about power editor and how it works. Once you complete the download, you can create custom audiences by clicking on “custom audience”. Once you have done that, you need to upload your custom audience file. You have to be sure that the custom file format is a CSV or TXT file.

The number of people who are originally in your custom audience list are not equal to the targeted persons for two reasons. The first reason is that some people do not have Facebook accounts, and the second reason is that the email id or contact information they provide you may be different.

You can promote your brand with remarketing. You need to create a highly defined ad with a clear call to action for your potential customers in order to grab their attention. You can give them convincing reasons to buy from you. You have a few seconds in which to capture your potential customers’ attention.

Here, you can find information to increase your sales, brand awareness, conversion rates, along with much more information concerning the use of Facebook custom audiences to increase your sales.

Cart Abandonment: Facebook remarketing is the best way to retarget the visitors who landed on your website. You can use the cart abandon list to remarket, and that strategy will boost your sales incredibly. You can engage those people who visited your order page and began the checkout process but left your website without purchasing.

It is very important to target shopping cart abandon customers because they are interested in your products. You can run a specific ad to remind them of your business and encourage them to complete their buying process. You can offer 10% off, 20% off, free guides on the purchase, or something valuable for them that will encourage them to buy.

Lookalike audience: You can expand your opportunity to get more with custom audiences. Lookalike audiences help you reach people who are similar to your current customers in order to increase brand awareness and conversions of your website. You can also use lookalike audiences for fan acquisition, site registration, off-Facebook purchases and coupon claims. This tool increases and refines your marketing strategy. Lookalike audiences give you a better chance to increase your remarketing campaign ROI than other targeting methods.

The retargeting process isn’t just restricted to those who’ve visited your website; you can use lookalike audiences with custom audiences by creating separate ad groups for Email List Website visitors who are not your fans, Similar Interests, Email List Lookalike Audiences with similarity, and reach those with or without similar interests. You can also add Website Visitors Lookalike Audience with similarity and reach. Lookalike audiences will help you to generate more leads, sales and conversions.

9. Affiliate Marketing with Facebook Custom Audiences

All marketers and businesses want to expand their market, and affiliate marketing is one of the easiest ways to monetize your business. You are already running your own business and promoting others’ services as an affiliate on your website to increase your revenue. Even if you are working only as an affiliate, you can earn money with your website.

If you are running an affiliate program but most of visitors do not click on your advertisement, you can re-engage those visitors according to their interests with Facebook Custom Audience. You need to find people who are interested in that particular niche and increase your affiliate marketing so that your sales will grow. You need to choose the products to market that fall within your niche, and this can be helpful for you when you remarket to them on Facebook.

Affiliate marketing will help you to grow your business with Facebook custom audiences, and here are some tips about choosing products to generate more traffic to your website.

Choose products from your niche: When you are using affiliate marketing with your business, you should choose products and services that fall within your niche and are similar to your products and services.

With this strategy, you will know which types of customers may be interested in your affiliate program. You can remarket affiliate program products with your product to your potential customers with 5% off on combo, 10% off on combo or with some special offers on a combination that will encourage them to purchase your affiliate’s product.

Optimized landing pages: You need to segment your website audience and your affiliate advertising ads customers. After segmenting, you can target them with specific ads and a highly targeted call to action, and optimize this with the correct landing page.

With optimized landing pages you can use your Facebook ad to direct them to their desired landing pages with a remarketing message.

Lookalike audiences: You can use lookalike audiences to create similar audience to your potential customers and generate more leads with your Facebook remarketing strategy. You can also reach to your top 1% similar audience with the similarity reach option, or you can reach up to 5% of your similar audience. This method will help you to increase your ROI, leads and click through rate.

Personalized ads: You can personalize your ads when you promote your affiliates’ products. You can personalize your ads with their name, and this will build your brand awareness. You can also personalize according to your potential customers’ behavior, age and demographics.

10.How to Retarget the Right Customers

Marketing is all about reaching the right customers. But it doesn’t always go smoothly due to cart abandons and incomplete forms. Now, Facebook gives you a way to you recapture those people who left your website without performing the desired action or buying.

You can re-engage them with highly targeted ads to remind them again about your product. You can target them according to their behavior, interest, action and insights, and that will help you to increase your brand value among your customers.

  1. Behavior retargeting: You can reach your potential customers based on their activities, like online purchases, mobile device uses, purchase behavior, residential profiles, digital activities, and much more. You can segment your remarketing campaign, which relies on targeting buyers who visit your pages, Target visitors who left without purchasing, target visitors who did purchase, and capture those who abandon shopping carts. This will highly increase your conversion and click through rate, because your customers already know about you.

  2. Interest retargeting: You can create highly targeted ads according to your users’ interests. It is a very basic step to reach out those people who have already show their interest in your products and similar products. You can create ads that target Facebook interests such as “baseball,” “arts,” etc. You can also design ads to directly target similar audiences with interests that mirror your ideal customers.

  3. Demographic retargeting: To create more successful marketing campaigns, you need to rely on customer demographics. Demographic retargeting includes age, gender, workplace, education, job title, and relationship status types. You need to segment your visitors according to their demographics to create highly focused ad remarketing campaigns with lookalike audiences in order to generate more clients who are same as your custom audience.

4. Audience Insights: Audience retargeting gives you a clear opportunity to discover and learn about your potential customers before you target. It also helps to provide information about your customers, like demographics, purchase behavior, and other actions. You can use different types of filters to find your custom audiences, such as location, age, interest, etc.

With audience insights ad targeting, you can explore your remarketing campaign.

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