The Remarketing Boomerang Plan (part 2)

In our previous article, we discussed why you should be using remarketing to make your ad dollars go farther for you.

Remarketing helps reduce your conversion costs and increase brand awareness.

The first step to remarketing is to add the remarketing code from Facebook. There are many other remarketing companies beyond Facebook (AdRoll and Perfect Audience are two of the largest), but Facebook is the easiest to setup and create targeted ads for.

Setting Up Your Site for Remarketing

No matter what kind of website you use, you should be able to easily install the Facebook Conversion Pixel yourself. If you use WordPress you can install a plugins that makes adding the Facebook Conversion Pixel really easy.

The brand new Facebook pixel makes conversion, tracking, and remarketing possible from just a single pixel.

Once installed, you’ll be able to track your visitors and follow conversions based on advertisements. In addition, you enable remarketing (the focus of this article).

So we are really killing three birds with one stone (or pixel in this case).

You can get the WordPress plugin here:

If you are using traditional HTML, you’ll need an HTML editor such as Dreamweaver to install the pixel. My suggestion is you install it on every page… quite simply, we can follow your visitors across your site and control what remarketing banners they see in the future.

You must have the pixel on every page so we can control remarketing content though… so if you need to hire a web developer to do this, it is money well spent. First though, you’ll need the pixel itself.

Let’s create our pixel now.

Create Your Pixel

  1. Go to your Facebook Pixel tab in Ads Manager.
  2. Click Create a Pixel
  3. Enter a name for your pixel. There’s only one pixel per ad account, so choose a name that represents your business.
  4. Make sure you’ve checked the box to accept the terms
  5. Click Create Pixel.

Once you have your pixel (save it to a notepad), you need to add it to your website so Facebook can start gathering the data it needs for remarketing.

Add Pixel to Your Website

  1. Go to your Facebook Pixel tab in Ads Manager.
  2. Click Actions > View Pixel Code.
  3. Click the code to highlight it.
  4. Right-click and select Copy or use Ctrl+C/Cmd+C.
  5. Click Done.
  6. Go to your website’s HTML and paste the code. Getting there varies from site to site. The diagram below breaks up the code for you.


The above code is for a traditional HTML website.

If you have WordPress, all you’ll need is the pixel code itself. Your Facebook pixel code will look like the diagram above, except your pixel ID will be different from 1234567890.

After you’ve installed the WordPress plugin, navigate to ‘Settings’ and then ‘Facebook Conversion Pixel’.

Enter your pixel ID and make sure you enable the pixel on Posts and Pages.


That’s it!

Why Set Up Facebook Custom Audiences?

The more specific your offer is to your target, the higher chance of success you will have with remarketing.

For example…

Let’s assume your widget website has content (web pages) on it about…

  • Widgets with Bells
  • Widgets without Bells

And let’s assume each page has traffic from Twitter, Google, Facebook and even emails you send to your clients.

When they visit your website and visit specific pages custom tailored to their wants and needs… you can then target them by specific product pages they visited.

Let’s also assume that they visited ‘Widgets with Bells’ from an ad you placed on Google AdWords. You can safely assume this visitor is very interested in ‘Widgets with Bells’.

The great thing about Facebook Custom Audiences is that you can now target these visitors who have found specific pages.

Powerful… and simple.

Quite simply, if you want a bell with your widget, you aren’t interested in a widget without it… and vice versa.

The more narrow we can target, the better our chance at closing a sale.

Of course, your widget may be something like boots. If someone is searching for boots, it is better to serve them ads for boots and not sandals. Another example could be for golf… they come to your website looking for a driver – you should serve them ads for drivers and not for your monthly special.


The power in this is you create a list of people looking to buy something very specific. They’ve also shown an interest in YOU and a SPECIFIC PRODUCT.

The next step is to remind them about YOU and YOUR PRODUCT they were interested in.

Setting Up Facebook Custom Audiences

There are a few different ways to create Custom Audiences.

Step 1 – List of URL’s segmented by product or content topics

  1. This allows us to create ad groups that target visitors to these pages.
  2. Create a list of categories and start placing your pages into these ‘category buckets’. The best way to do this is by using a spreadsheet.

Step 2 – Login to Facebook and go to:

  2. Look for the ‘Create Audience’ button. Click it and select ‘Custom Audience’.


Step 3 – You will be asked to create the type of audience you want. If you’ve compiled your page URL’s, you will select ‘Custom Audience from your Website’.

Of course, if you have an email list of subscribers, you can create a separate audience for those email addresses as well. I recommend doing both if you have a list of emails (note these must be legitimately collected emails and not a paid list).

Click ‘Website Traffic’.


Then you will be asked to decide how you want to build your audience. This will be based on the ‘category bucket’ you created for your content pages.

You will now select ‘People who visit specific web pages’.

Facebook will now need those URL’s you gathered. You’ll need to enter those one by one. While this may seem tedious, it is worth setting the time aside to do this. You can also set keywords here from your URL.

Then you will need to decide how many days you want to pixel visitors for. I generally pick 180 days because some of my visitors go through cycles of interest and dis-interest. If your visitors are more immediate buyers, you can choose as little as 30 days. I think it best to keep them in as long as you can though. Once the pixel is 181 days old, remarketing is stopped to that visitor.

You will then decide what to call this audience. I would choose the ‘Category Bucket’ name you chose.

Click ‘Create Audience’.

Repeat the process for your URL’s.


Once you have created an audience, Facebook will start gather data (if your pixel is installed). This can take a few days . Don’t be alarmed if you see the following:


Under size and audience you will see that the first item is too small. This will change in a few days once visitors have landed on the specific page I detailed.

This can take a few days or weeks, depending on how much traffic you get.

In the next article, we’ll get down to business and start creating our advertising campaign and banners.

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