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Master the Art of Retargeting with Facebook Ads

Published on: November 17 2023 by Ben Heath

Master the Art of Retargeting with Facebook Ads

Content Writing:

Table of Contents:

  1. Introduction
  2. What is Retargeting?
  3. Benefits of Retargeting
  4. Setting Up a Meta Ad Account
  5. Creating a Retargeting Audience 5.1. Website Visitors 5.2. Customer Lists 5.3. Video Viewers 5.4. Lead Form Engagers 5.5. Instagram Account Engagers 5.6. Facebook Page Engagers
  6. Using Custom Audiences in Ad Campaigns
  7. Look-alike Audiences
  8. Best Practices for Retargeting
  9. Conclusion


Retargeting with Facebook and Instagram Ads: Boosting Your Ad Success


In today's digital age, online marketing is an essential component for any business looking to reach its target audience effectively. One popular form of online advertising is retargeting, which allows businesses to reconnect with potential customers who have already interacted with their brand. In this article, we will dive deeper into retargeting with Facebook and Instagram ads and explore how it can significantly enhance your marketing efforts.

What is Retargeting?

Retargeting is the process of displaying ads to individuals who have previously engaged with your business in some capacity. This could include visiting your website, joining your email list, or interacting with your social media pages. By retargeting these individuals, you can remind them of your brand, products, or services, increasing the likelihood of generating leads and sales.

Benefits of Retargeting

Retargeting offers several benefits that make it a valuable tool for online marketers. Firstly, it allows you to focus your advertising efforts on individuals who have already shown interest in your brand. This significantly improves the chances of converting them into customers. Additionally, retargeting helps to build brand awareness and recognition by consistently putting your ads in front of your target audience.

Setting Up a Meta Ad Account

Before diving into the process of retargeting with Facebook and Instagram ads, you need to set up a meta ad account. If you already have one, you can skip this step. Setting up a meta ad account is relatively quick and easy. You can follow the provided link in the video description to learn how to set up an account. Once you have your meta ad account ready, you can proceed to create retargeting audiences.

Creating a Retargeting Audience

In order to retarget individuals with your ads, you need to create custom audiences within your meta ad account. There are several types of retargeting audiences you can create, depending on your business goals and available data. We will explore some of the most common types below:

  1. Website Visitors:

    • All Website Visitors: This audience includes everyone who has visited your website.
    • Visitors by Time Spent: You can create a custom audience based on the time visitors have spent on your website.
    • Visitors of Specific Web Pages: This option allows you to target individuals who have visited specific web pages on your site.
  2. Customer Lists:

    • Lead Form Engagers: This audience includes individuals who have engaged with your lead forms.
    • Email List: If you have an email list, you can import it into your meta ad account to create a retargeting audience.
  3. Video Viewers:

    • All Video Viewers: This audience targets individuals who have watched any portion of your videos on Facebook and Instagram.
    • Video Viewers by Engagement: You can customize your audience based on the level of engagement individuals have with your videos.
  4. Instagram Account Engagers:

    • Everyone Engaged with Your Instagram Account: This audience targets individuals who have engaged with your Instagram profile or posts.
  5. Facebook Page Engagers:

    • Everyone Engaged with Your Facebook Page: This audience includes individuals who have engaged with your Facebook page.

Using Custom Audiences in Ad Campaigns

Once you have created your custom retargeting audiences, you can integrate them into your ad campaigns. When setting up your campaigns in the Ads Manager, make sure to add the custom audiences to your ad sets. This ensures that your retargeting ads will be shown to the relevant individuals within your custom audiences. Remember to deselect the "Audience Expansion" option to focus solely on retargeting your warm audience.

Look-alike Audiences

One powerful feature offered by Facebook and Instagram ads is the ability to create look-alike audiences based on your custom retargeting audiences. A look-alike audience consists of individuals who share similar characteristics with your existing audience. This allows you to expand your reach and target people who have a higher likelihood of being interested in your products or services.

Best Practices for Retargeting

To make the most out of your retargeting efforts, keep the following best practices in mind:

  • Do not narrow down your targeting criteria when retargeting. Your custom retargeting audiences already consist of individuals who have expressed interest in your brand.
  • Utilize larger audiences by combining multiple retargeting audiences into one ad set to increase your reach and optimize your ad spend.
  • Regularly update your custom audiences to include new individuals who match the criteria, ensuring that you are targeting the most relevant audience possible.


Retargeting with Facebook and Instagram ads is a highly effective strategy for reaching individuals who have already interacted with your brand. By creating custom retargeting audiences and integrating them into your ad campaigns, you can significantly increase your chances of converting warm leads into customers. Additionally, the option to create look-alike audiences allows you to expand your reach and target individuals who share similarities with your existing audience. Follow the best practices provided to maximize your retargeting success and achieve your marketing goals.

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