Digital Marketing
What is retargeting, and how do I start?
Retargeting means showing ads to people who already interacted with you, instead of strangers. In Meta Ads Manager you build a Custom Audience from your website visitors, video viewers or Instagram engagers, then run a separate ad reminding them of the exact thing they looked at.
ShoaibUpdated 3 min read
Which audiences can I build?
| Source | Who's in it | Needs |
|---|---|---|
| Website visitors | People who opened your site or a product page | The Meta Pixel |
| Video viewers | People who watched your reels or ads | Nothing extra |
| Instagram/Facebook engagers | People who messaged, saved or commented | Nothing extra |
| Customer list | Your own phone numbers or emails | A file you own, with consent |
How do I set it up?
- In Ads Manager, open Audiences, then Create audience → Custom Audience.
- Choose a source, for example Website or Instagram account.
- Set the window, such as the last 30 days.
- Create a new ad set and select that audience.
- Exclude existing customers where it makes sense, so you don't pay to reach people who already bought.
What should the retargeting ad say?
Not the same as your cold ad. These people already know you, so:
- Answer the objection: delivery time, price, guarantee
- Show proof: reviews, before and after, real customers
- Give one reason to act now: limited stock, offer ending, free delivery
What to watch out for
- Small audiences don't spend. If nothing delivers, widen the source or the window.
- Frequency creep. If the same people see the ad too often, results fade. Refresh the creative.
- Don't retarget only. New customers still have to come from cold audiences first.
Once it's running, judge it with cost per result, not CPM or CTR.
Want a full funnel, cold to retargeting, built properly? See our Meta Ads service.