VerticalResponse Blog

Facebook empowers businesses of all sizes to retarget their existing customers. Why? Retargeting allows you to stay top of mind, build deeper relationships and hopefully sell more products and services by sending marketing content and advertising specifically to people who are familiar with your business. Here, we walk you through the basics of creating a Facebook retargeting ad in this quick guide.

Getting Started

1. On the left-hand column of your Facebook News Feed page, click Ads Manager.

Facebook Retargeting 101

2. Next, click on Audiences in the left navigation bar.

Facebook Ads Manager Menu Audiences selects Facebook Retargeting 101

3. Click on the green Create Audience button in the upper right-hand corner.

Facebook Ads Manager Create New Audience Facebook Retargeting 101

4. Now you can upload a custom audience data file by clicking on the Data File Custom Audience. Your custom audience data file should include email addresses, user IDs, phone numbers, etc. of your current customers. They’ll be matched with people on Facebook to create an audience. Files must be in .csv or .txt format.

Upload database

5. Name your audience and provide a brief description. Before you upload your file, select the type of information that you want Facebook to cross-reference in your database. Though you can choose User ID, Phone Number and/or Mobile Advertiser ID, the most common information is an email address from your customer database.

Facebook Retargeting 101

6. Select your type option and click the Choose File button to locate your data file. Note: You cannot use a purchased list.

Facebook Retargeting 101

Once you click the Create Audience button, Facebook will cross-reference your database with active Facebook profile accounts and provide you with an active audience in your Facebook Ad Manager that you can now retarget.

7. Next, create any type of advertisement for your ‘new’ audience.

Facebook Retargeting 101

8. When creating your ad, choose the new segment you just created under the ‘create your audience’ section. You’re done! It’s as easy as that.

Facebook Retargeting 101

Using the power of retargeting on Facebook, you can leverage a smaller advertising budget to target a qualified audience. This can translate into more traffic to your website and more sales for your business.

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  • Ricky Shah

    There is another option called “Custom audience from your website”. All you need to do is save the pixels on the website. There is also an option to select period. I usually select 180 days since I have a coupon website.

    Hopefully, this helps

  • Derek Overbey

    Hi Kevin. My piece was on retargeting your existing customers. The advertising option you are talking about is called FBX. Here is a good infographic that appeared on Mashable that will provide some insight:

    I hope it helps.


  • Kevin Geary

    How do you retarget to site visitors who you don’t have contact data for? Surely there has to be a way, because I was retargeted today by a site that doesn’t have my email address.

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