Do you run remarketing campaigns on Facebook? Do you feel that you’re getting the maximum benefit from them?

Facebook has many user-friendly tools to help you reach people who are most likely to be interested in your product or service. However, it’s possible that your remarketing campaigns can appear slow or uneventful. To help you get the full benefits from remarketing on Facebook, there are things to know.

In this article, we’ll discuss what remarketing is, who you can remarket to and how to reap the full benefits of a remarketing campaign. Let’s get started.

What is Remarketing?

Remarketing is a form of advertising that lets you promote your product or service to people who have visited your website. Based on the visitors who have come to your site, you can segment them into various groups and show them ads via Facebook.

What makes remarketing successful is that you’re showing ads to people who have a genuine need for your product or service. Rather than taking the “needle in a haystack” approach, you’re able to cut through the clutter and reach people who know your company and are interested in what you have to offer.

Remarketing on Facebook also has distinct advantages. In general, Facebook helps boost conversions and lowers the overall cost per customer acquisition. When you put the two together, you can have a significant impact on ROI.

Who Can I Remarket To?

You may retarget anyone who has come into contact with your product or service. These can be people who have visited your website but did not convert. They can be customers who have purchased your product but haven’t returned for a repeat sale.

Remarketing even works for people who don’t know about your product but most likely have a need for it. For example, if you sell a pet hair remover, pet owners with dogs or cats that shed are likely to be interested in your product compared to people without pets.

Why Use Facebook for Remarketing Campaigns?

Remarketing on Facebook has a handful of unique benefits that are worth considering. Let’s dig a bit deeper to fully understand what these perks are and how they can boost sales and ROI on your end.

Lower Cost Per Click

Generally, Facebook has a lower cost per click for remarketing when compared to remarketing on the major search engines. The reason why this is the case is because Facebook traffic is thought to be less targeted than search engine traffic.

When users search for a product or service on search engines, they are looking for something specific. If a pet owner wants something to manage her German Shepherds hair around the home and she searches for a hair remover, the search engines know the exact service she’s looking for.

On the other hand, if the pet owner is on Facebook and is shown ads for pet bowls, she may not be as likely to convert.

Just because Facebook users may not be looking for a particular product or service at that point in time, it’s still worthwhile to retarget on the channel. Especially with all the targeting options that Facebook offers, you can’t go wrong.

Using Custom Audiences, you can choose the audience that you want to target and be as specific as you want. Use this to your advantage. Segment your audiences and customize your messaging to be relevant to their needs and wants.

In the end, Facebook makes your dollars go further.

Increase Conversions

Another neat thing about Facebook remarketing is that it leads to higher conversions. If your industry is competitive, then it’s likely that your audience is browsing several websites before they make a decision.

With this in mind, it’s possible that visitors looking at your product will click away to compare yours to others, and then end up forgetting the name of your company. You miss out on a sale because of this.

With Facebook, you can retarget people who have visited your site but didn’t convert. When the customer is checking their news feed later that day and is shown an ad from your company, they’re more likely to complete the purchase cycle. At the very least, you build brand recognition and trust.

Strengthened Social Presence

Even though remarketing is focused on potential customers, you don’t have to focus entirely on them. Remarketing is still a form of advertising, and it comes with all the same benefits: increased exposure, credibility, social proof and more.

When you show people ads on Facebook, you give customers the opportunity to engage with you and share positive comments about your product or service. When others see this, they’re more likely to feel positive about your brand, too.

These connections also build brand loyalty, and we know that repeat customers are worth more than new ones because they will buy from you at no extra expense. You can also upsell your products to current customers, increasing the average sale amount.

Wider Market Reach

A final benefit to Facebook remarketing is the ability to reach a wider audience. Create a custom audience in the Ads Manager that includes people who have visited your website. This audience can include both potential and current customers.

With Facebook’s lookalike audience, you can target people who are similar to your existing customers. This way, you can reach out to people who have a need for your product or service but may not have heard about it yet.


Remarketing is an effective way to reach relevant potential customers and increase ROI. Using Facebook tools and data that are available to you, you can narrow in on a specific audience and increase conversions. Best of all, because there is no minimum to run a remarketing campaign on Facebook, it accommodates all budgets. Well, what are you waiting for?