Facebook Remarketing: Everything You Need To Know

Facebook Ads are empowering businesses of almost every size and industry across the globe. It has been the reason for phenomenal success for advertisers in delivering ROI. To make it even better, Facebook is continuously evolving. One of the many notable improvements that the company has introduced is Facebook remarketing.

Update: This article was last updated on 28 May 2020 to present accurate and up-to-date information.

Facebook Remarketing: Quick Introduction

Facebook remarketing (or retargeting) feature is as simple as remarketing can get. It involves reaching Facebook users who have already visited your app (or website) or are interested in your products to show ads that bring them back to your app and guide them to make the purchase.

Facebook commands a massive share in social media usage across the globe. As social networks play a crucial role in delivering more information about brands, products, and services[1], you can leverage Facebook for running retargeting ads.

social media for remarketing

Building Audiences for Facebook Remarketing

Custom Audience (CA)

To build a custom audience, marketers upload a list of device IDs, email addresses, or phone numbers into Facebook. It maps the uploaded identifiers to its login data. The matched user IDs are available as a named audience list for targeting on Facebook across all user devices.

Website Custom Audience (WCA)

Marketers implement a data collection tag (Facebook Pixel) on their website, which runs every time a user views a page. Facebook maps the incoming pixel hit to register the page event against its user ID. You can write rules on page events to segment users into different audience lists for cross-device targeting.

Facebook Remarketing Ad Display

Dynamic Product Ads (DPA)

Dynamic product ads (or DPA) allows you to add the complete product catalog. So, you don't have to curate ads for each product manually. By maintaining the sync between audience and product catalog, DPA delivers the relevant ads to the audience.

DPA is popular among ecommerce and retail category advertisers trying to retarget the users by showing them ads of similar products in which they have shown interest.

Dynamic Ads for Travel (DAT)

Citing the efficiency of DPA, advertisers in the travel industry started them actively. Since inventory models in the travel and ecommerce industries are different, Facebook came up with Dynamic Ads for Travel (DAT). It is an adjusted version of DPA, specifically for travel advertisers.

It supports hotels, airlines, and such travel-related listing the feed to display ads as per the interest of the user.

Advantages of Facebook Remarketing Ads

1. Wide Audience Network:

The Facebook group has a range of social networking platforms (including Facebook, Instagram, Messenger, and Whatsapp), with more than 2.26 billion users worldwide[2]. Moreover, Facebook Audience Network partners with leading publishers to expand the reach of your ads beyond its owned-platforms. All this offers you an audience reach to a vast number of potential customers and across different demographics.

2. Cross-Device Targeting:

Even though most of these platforms are focused on mobile-first practices, they still command a significant user base on desktop and tablet devices. It enables your retargeting ads to reach potential users over devices as per their comfort to enhance the chance of engagement.

3. Rich Audience Building:

Facebook offers a range of filters and choices to build your campaign audience. You can choose various user data points from demographics, interests, and behavior to plan your target audience accordingly.

4. In-App Shopping Feature:

One of the thumb rules of retargeting ads is simplifying the user experience. Switching from one app (on which the user sees ads) to your app for making the purchase may not be a smooth transition that may result in drop-offs. Along with Facebook Commerce, its in-app browsing feature allows users to buy products within the Facebook app. It reduces the steps in the buying journey and, therefore, likely to uplift your Return on Ad Spend (RoAS).

5. Multilingual Targeting:

Facebook recently launched its dynamic language optimization feature that allows you to display the same ad to different users in different languages. This feature can prove to be a great performance booster for your ad campaigns, covering the audience with varying language preferences.

Is Facebook Your Ultimate Retargeting Ad Spot?

Have a glance at this Google Trends chart for the last five years. Interest in Facebook Ads has grown almost consistently over the period. However, interest in Facebook retargeting remains in the touching distance of the X-axis, showing no significant growth. During the period, the ratio of interest between Facebook Ads and Facebook Retargeting is 57:1. For the last year, it has widened to 80:1. Advertisers on Facebook are not keen on retargeting, but you can’t draw that conclusion based on just trends.

When it comes to remarketing, you need more precision along with reach, which is where Facebook falls a little short. Facebook's limitation to cookie-based user identification restricts the potential of ad performance in an advertising world, moving its dependency on more in-depth audience intelligence. Let's discuss some more shortcomings that advertisers face with Facebook.

Limitations with Facebook Remarketing Ads

1. Lack of Transparency

Facebook is one of the self-attributed networks that offer limited transparency on where and how your ads are getting impressions and clicks. Even with an analytics dashboard that presents with some essential details, you will only receive aggregated data and miss out on user-level data.

2. No Creative Support

Facebook doesn’t offer any built-in creative suite to design their ad banner and other creatives. So, you will need to hire someone to design and build creatives for you. Even with an in-house team, it could be a challenge when you have to run some ad-hoc campaigns.

3. Intensive Manual Dependency

Running Facebook ads for ecommerce and other B2C campaigns need a lot of manual processes. Since Facebook offers an account manager only for specific campaign conditions, you need someone to monitor and work on your campaigns for regular optimizations dedicatedly.

Role of DSP in Getting Best Out of Facebook Remarketing

While Facebook remarketing is a robust channel on its own, you can do more by leveraging the Demand Side Platform (DSP) that has better features and convenience for the advertisers. Here are some of the key reasons that make Facebook remarketing better with RevX:

1. Dedicated Account Manager:

Although RevX gives you a choice to use the platform as self serve, it offers a dedicated account manager to help you build and run your campaigns. The option to opt for the account manager remains available with the advertiser without any minimum budget or campaign size restrictions.

2. Pre-built Strategies:

Working on Facebook remarketing for more than 5 years, RevX has analyzed the campaign behavior across industries and markets. Utilizing which have readily-available strategies to take your campaign live and performing without wasting efforts at basic level optimization.

3. Creative Suite Availability:

With RevX’s in-house team for creatives, your campaigns can go live faster. For mobile app startups that do not have dedicated resources, this feature can be a great help.

4. Manage Multiple Exchanges From Single Dashboard:

RevX is a partner with all 25+ leading ad exchanges. It allows you to run remarketing campaigns on different platforms, which includes social media as well. While your ads run in partnership with varying exchange platforms, you can manage them with ease over RevX’s dashboard.

5. Watch Incremental Lift:

When a user engages with different touchpoints on your ad campaigns, the incremental lift will help you see the contribution of each touchpoint in your revenue. It empowers you with the right insights to make better decisions for your future campaigns.

Wrapping Up:

The key to a successful remarketing strategy lies in reaching the right audience with suitable product recommendations. While Facebook offers one of the most expansive reaches in the online marketing world, you can make use of a robust DSP like RevX to deliver the right ads.

If you are looking to utilize Facebook advertising to drives better conversion, you can get in touch with our platform consultant by writing to us at marketing@affle.com.


[1] The online purchase journey across generations - GlobalWebIndex
[2] Facebook hits 2.5B users in Q4 but shares sink from slow profits - TechCrunch

Nishant kadian

Nishant Kadian takes care of content marketing for Affle. With RevX, he likes sharing his learning on the programmatic ad technologies that enable advertisers with branding, user acquisition and retargeting.