How to Set Up a High Performing Retargeting Campaign

Open your ad account → https://adsmanager.facebook.com/adsmanager

Go to All Tools

Click Audiences

Click Create a Custom Audience

Select Website

Click Next

Ensure the correct pixel is selected as the source.

Events leave set to All Website Visitors (unless you want other parameters)

Set your # of days in the Retention field
🔔 Important
Different businesses require different number of days. In general, the higher the cost the more days you’ll want to include here. Some standards are the following:

Name the audience Website Visitors (# of Days)

Click Create Audience

Go back to Audiences & create a new audience

This time we’ll set the Event to purchase or lead (depending on your business).

For this example, we’ll do Lead

Set your # of days in the Retention field
🔔 Important
Different businesses require different number of days they want to exclude. In general, you should have an idea of the cadence someone orders from your business and exclude the difference.

Name the audience Purchasers (# of Days)

Click Create Audience

Head over to your ad account → https://adsmanager.facebook.com/adsmanager

Create a new campaign

Select Sales for ecommerce brands or select Leads for lead generation campaigns
🔔 Pro tip
You can also test the awareness objective with these audiences and get some results for a fraction of the cost

Name your campaign whatever you deem fit → 03. BOF | Leads | ABO

In the Ad Set is where we’ll set our audience.

Scroll down to where you see Custom audiences

Here you’ll select your Website Visitors (# of Days)

Than Exclude your Purchasers (# of Days)