This article explains how to establish retargeting campaigns across Google Ads, Facebook, LinkedIn, and Twitter.

What is retargeting and why use it?

Only 2% of website visitors complete a purchase on their first visit. Retargeting campaigns address this by displaying advertisements to users after they leave your site, significantly improving conversion odds.

Retargeting relies on cookie-based technology that uses simple JavaScript code to anonymously follow your audience across the internet. When visitors arrive, the code deposits an anonymous browser cookie. As cookied users browse elsewhere, the retargeting provider serves targeted ads exclusively to previous site visitors.

  • Create a Google Ads account
  • Navigate to Campaigns and click the plus icon
  • Select campaign goals from the Goals section
  • Choose Display Network as campaign type
  • Configure campaign parameters (name, location, language, bid strategy, budget)
  • Access Additional settings for ad scheduling and targeting options
  • Locate Audiences under the People section
  • Select Remarketing
  • Check desired audience boxes
  • Save selections

Facebook

  • Install Facebook pixel on your website
  • Utilise standard events to track product views, cart additions, and purchases
  • Implement app events for mobile app retargeting
  • Create a product catalogue (leveraging integrations like Shopify when available)
  • Begin dynamic ad creation
  • Choose audience using pixel or app data
  • Select appropriate retargeting option
  • Specify the timeframe for tracked actions

LinkedIn

  • Access LinkedIn Campaign Manager
  • Select the correct account
  • Navigate to Account Assets dropdown and choose Matched Audiences
  • Click Create audience button
  • Select Website audience
  • Name your audience
  • Add target website URLs
  • Place Insight Tag before closing HTML tag in global footer
  • Click Create

Twitter

  • Sign into Audience Manager
  • Choose Tailored Audience type (list, web, or mobile app)
  • Name your audience and provide required information
  • For list audiences: system matches users to Twitter handles; status shows “Processing”
  • Processing takes approximately 48 hours before showing “too small” or “Ready”
  • For web/app audiences: Twitter immediately adds qualifying users
  • Audience shows “too small” until 100 users are added