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What is Facebook Remarketing?

Facebook remarketing works similar to Google Ads remarketing, but rather than showing your ads across websites within the Display Network, your ads are shown on Facebook. Facebook also more commonly refers to remarketing as “Custom Audiences.” The concept is the same: someone visits your site or interacts with your brand, they’re tagged with a code you implement to track them, and then while they’re scrolling through their Facebook feed your ad pops up to remind them what they’re missing.
But there are actually a few different flavors of Facebook remarketing, including customer lists, website traffic, and app activity.

Customer List

Perhaps one the most powerful tools Facebook has to offer is the ability to serve personalized ads to a list of contacts you’ve already acquired. With customer lists, Facebook ads becomes more like email marketing by targeting specific people with personalized messages. Whether it be email addresses, phone numbers, or even Facebook user IDs, you can pull a list of contacts from your CRM or wherever your customer data is stored, upload it directly to Facebook, and target people with ads that are relevant to where they are within your sales funnel.

Website Traffic

This is the flavor of remarketing that you’re likely most familiar with, which will serve ads to people who have visited your site within a set time frame. Once you’ve placed a Facebook pixel on all pages of your site, you can set up specific audiences with filters based on pages they’ve visited. For instance, if you sell running gear, but you want your Facebook ads to target people searching for sneakers, then you can set up an audience that shows ads to just people who have visited pages with the keyword “sneakers” in the URL.

App Activity

Finally you can target based on app activity. If you have an established app this is typically a good option, and there are multiple ways to show relevant ads to the right people based on user behavior. For instance when someone abandons a shopping cart within your app you could target them with the same product and special discount code. You can reach people who have recently opened your app, recently completed a purchase (to upsell), or achieved a certain level in a game.