10 Nov 2016 By Asi Dayan

4 Insanely Effective Facebook Retargeting Audiences You Must Target

Boost your Facebook retargeting ads with these four easy to set up and super effective custom audiences (and one bonus retargeting audience you didn’t know you need to exclude).


Retargeting (can also be called remarketing) is an extremely powerful way of targeting, but there’s more to it than just targeting users who visited your website. This post is about how to take FULL advantage of the Facebook retargeting pixel (assuming you are already using it) and go beyond the regular remarketing lists. Learn how to take your remarketing efforts to the next level by segmented remarketing.

Many advertisers use the common retargeting lists, such as targeting all your website visitors in the last 7, 30 or 90 days, your past blog readers, people who haven’t visited in awhile etc. but segmenting your remarketing lists even further and display the right ads to each of them will do wonders to your overall campaigns results. It also gives you better options of bidding, since some segments are worth more than others, and require a higher bid.

These are four segmented retargeting audiences I have used before on Facebook that significantly improved my overall digital marketing results:


1. Searching users – Target people who came to your site through a search campaign

People who search for something on google or bing, are in a quest for an answer or a solution for something. When someone clicks on your paid search ads, it means he is interested in what you have to offer (considering you are using relevant keywords and writing relevant ads). These people already showed interest, and they are more likely to convert once they clicked on your ad again. Yes, it can be similar to users who simply got to your website, but in most cases, people who came through a paid ad are more relevant than people who just read your blog, and therefore it’s worth segmenting them and bid higher on this audience. In addition to that, you know what they are looking for, and which type of search they were making. Use this

In addition to that, you know what they are looking for, and which type of search they were making. Use this information to present an ad on Facebook that answers their search. For example, if your search ads are for bags and shoes, show the bags on Facebook to the people who searched for bags, and the shoes for people who searched for shoes.

How to create this audience?

If you are using UTM parameters in your URLs for tracking, create a custom audience by website traffic, and use the rule “URL Contains” with the relevant UTM sources (Like I did with Google & Bing), or the relevant campaign names.


tip Tip: If your search based custom audience is big enough (around 4,000 people), it is worth creating a lookalike audience based on it, and test it in your campaigns. People who are searching for the same things can be a great base for lookalikes audience.


2. Specific ads or landing pages – Target people by the ad they clicked on and/or the landing page they got to

If you are using different landing pages for different ads (If you don’t, you should definitely start doing so!!!), you can segment your retargeting lists by the different pages users landed on. Usually, each landing page is matching a specific ad with a specific messaging or creative, and the landing page relates to it. So people who got to your landing page, and did not convert with the first type of message, can now be targeted with a different ad and a different landing page. You can do the same with your blog posts promotions. For example, I can create an audience of people who read this post and then target them with an ad that suggests reading another post from our blog or an add that suggests my product or service. It’s actually the opposite of what you are doing with the search campaigns segmentation.

How to create this audience?

Create a custom audience by website traffic, use the rule “URL Contains” and type in a unique part of the landing page (or pages) you wish to segment as an audience. In the example below, I created an audience of people who read this post in the last 30 days.


tip Tip: Make sure that the same people will not see the same ad over and over. People who clicked on a certain ad, and got to a certain landing page, should now see a different ad that leads to a different landing page.



3. “Pricing page” – Target people who already checked out the cost of your product or service

This one is extremely powerful. When someone keeps inquiring your website after reaching the home page or a landing page, it is definitely an indication he is interested in your service or product. The greatest indication of all (besides actually signing up), is if he browsed through your pricing page. People who are browsing through your pricing page, are much more likely to become your customers than people who just browsed through your homepage and left. Targeting this list with an attractive offer can get you killer results.

How to create this audience?

As in the previous lists, create a custom audience based on a URL. enter your pricing page URL or a unique word it contains, as I did with “pricing”.



4. “How it works” page – Target people who wanted to learn more about you

The “How it works” page based audience is similar to the pricing page audience. As in pricing, people who browsed through your “How it works” page, already showed an extra interest and tried to learn more about your product or offer. Getting those people back to your website will increase your chance of getting a conversion (whatever you define as a conversion).

How to create this audience?

Create a custom audience based on a URL and enter your “How it works” page URL. In the example below, I used “URL equals”, but you can also use “URL contains” and enter a unique part of this page URL. Just make sure not to use something that is also a part of other pages URL, or your audience will not be accurate.


tip Tip: If your “How it works” list is too small to use, you can definitely combine it with your “Pricing: page list.


Bonus list – Exclude people who looked at your “Jobs” or “Career” page

When you’re targeting everyone who visited your website, you are also targeting the people who browsed through your “Jobs” or “Career” page. Obviously, these are people who are NOT interested in your product or service, and should NOT be a part of your retargeting audience. Create a remarketing list of the people who browsed through your “Jobs” or ”Career” page, and exclude them from your remarketing ad sets.

How to exclude “Jobs”/”Career” page visitors?

There are two simple ways to do this. One is to simply create this list, as explained in the “Pricing” and “How it works” lists and exclude the list in your ad sets audience targeting.

Another way to do this is to use a custom combination or the function “People who visited specific web pages but not others” in your other retargeting lists. For example, create a retargeting list of everyone who visited your website, and excludes people who visited this specific page.



Final piece of advice

Segmenting your retargeting lists is a proven way to increase the efficiency of your digital marketing budget. If you have enough traffic to make these lists useful, it is highly recommended to test them out. In the past, I used to do the basic retargeting, like targeting my last 7/30/90 days visitors with matching bids (last 7 days with a higher bid than last 60 days…), but at some point, I was able to segment my retargeting lists and got even better results. People who visited the pricing page, are definitely worth a higher bid and budget than people who just visited the home page and then left. By the way, the same type of lists can be used with the Google display network.

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