Remarketing is one of the most powerful strategies in digital marketing.
I put together this article so you can learn how to do remarketing on Facebook from scratch, with practical examples, strategic tips, and insights on how this technique can be even more effective when combined with push notifications. Let's dive in?
What is the concept of remarketing?
Before learning how to do remarketing on Facebook, it's important to understand the concept behind this strategy.
Remarketing is a technique that consists of showing ads to people who've already had some kind of contact with your brand.
This exponentially increases the chance of conversion, since these users have already shown interest and are more likely to complete a purchase or take another desired action.
On Facebook, this strategy becomes even more powerful thanks to the platform's advanced targeting tools and smart algorithms.
How to do detailed targeting on Facebook?
One of the most important steps in how to do remarketing on Facebook is knowing how to use detailed targeting the right way. This means filtering your audience so your ads only appear to the right people.
In Facebook Ads Manager, go to the Custom Audiences section. Here, you can create lists based on:
- Visitors to your site
- People who watched videos
- Interactions with your page or profile
- Engagement with Instagram (yes, that counts too!)
- Lead sign-ups
You can also further refine your audience using detailed targeting by interests, behaviors, and demographic data.
This ensures your ads are shown to people who genuinely have the potential to become customers.
Another golden tip: combine remarketing with the use of push notifications, especially for e-commerce.
This way, you reinforce your presence and reach the user across different channels.
How to get Facebook to deliver more ads?
It's not enough to know how to do remarketing on Facebook; you need to make sure the platform's algorithm works in your favor.
Here are a few tips to get Facebook to deliver more ads:
1. Use varied creatives
Avoid always showing the same ad. Use short videos, carousels, and different images. The algorithm values variety, and so do users.
2. Adjust your budget strategically
Very low budgets limit delivery. Test different amounts and analyze the cost per result.
3. Have an active pixel installed
The Facebook Pixel is essential for remarketing. It collects data and lets you create highly qualified custom audiences.
4. Run A/B tests with audiences and creatives
Testing different variations of your ads helps you discover what works best and optimizes delivery.
5. Combine with push notifications
Push notifications reinforce brand recall, increase engagement, and can be a bridge between the initial visit and the final conversion.
When learning how to do remarketing on Facebook, combining it with push notifications is a differentiator for increasing your business's conversions.
How to do remarketing on Facebook: step by step
Now let's get straight to the point: how to do remarketing on Facebook in practice.
Step 1: Install the Facebook Pixel
You need to have the Pixel installed on your site or online store. It tracks visitors and their actions.
Step 2: Create Custom Audiences
To get started, go to Ads Manager and open the “Audiences” section. Then click “Create Audience” and select the “Custom Audience” option.
From there, you can set up your audience strategically based on user behavior.
Among the options, you can create audiences of people who visited your site in the past few days, users who accessed specific pages (like a product or offer page), customers who abandoned their shopping cart without completing the transaction, or even people who interacted with your recent videos, posts, or ads.
These segments are essential for more precise campaigns that speak directly to people who've already shown interest in your business.
Step 3: Set up your campaign
When creating the campaign, choose your objective (conversions, traffic, etc.) and select the custom audience you created earlier.
Step 4: Craft your ad carefully
Be direct, use mental triggers, and highlight the benefits. Remember: the user already knows your brand, now it's time to convince them.
Step 5: Analyze and optimize
Monitor metrics like click-through rate (CTR), cost per conversion, and frequency. Adjust creatives, audiences, and budget based on the results.
How to do remarketing on Instagram?
Since Instagram is part of the Meta ecosystem, the process for how to do remarketing on Instagram is practically the same as on Facebook.
Just make sure to also select ad delivery on Instagram (feed, stories, reels) when creating the campaign.
The same custom audiences will be used, and you can create specific creatives for this channel. Vertical images and short videos perform very well here.
For more details, check out the article we put together on how to do remarketing on Instagram.
Benefits of integrating push notifications with remarketing
Using push notifications and Facebook remarketing together creates an extremely efficient communication ecosystem. And when it comes to efficient push, AI Web Push stands out for bringing personalized, practical engagement insights.
Here are a few reasons to bet on this combination:
- Brand reinforcement: even when the user isn't on Facebook, push notifications keep your brand present.
- Personalization: both ads and notifications can be personalized based on user behavior.
- Higher engagement: integrated campaigns have higher click and conversion rates.
- Campaign automation: automation tools let you trigger pushes based on specific events (like cart abandonment), aligning with remarketing.
Turn visitors into customers with smart remarketing
Learning how to do remarketing on Facebook is one of the most valuable skills for anyone working in digital marketing.
This technique increases the chances of conversion, reduces the cost per acquisition, and boosts results with smarter investments.
By applying detailed targeting, diversifying your ads, optimizing your campaigns, and integrating them with push notifications, you build a solid, effective brand presence.
If you want to turn visitors into customers and keep your audience engaged, start applying everything you've learned here about how to do remarketing on Facebook right now!