Facebook Remarketing – without Facebook Exchange (FBX)

Written by Mick Gibson on . Posted in Digital industry, Google AdWords, Retargeting and Remarketing, Web marketing


It is now possible to build your own remarketing lists (directly within Facebook), by using their remarketing pixel and custom audience option.

The opportunity

Screen Shot 2014-01-31 at 11.32.58 AMIn the past, FBX (Facebook Exchange) allowed us to leverage the power of social retargeting via platforms like AdRoll, PerfectAudience. This allowed powerful social acquisition opportunities via audience segmented and targeted Facebook sidebar and timeline ads.

However with the Facebook’s own remarketing, you now have the opportunity to combine your segmented audience lists (built from visits to your site) along with Facebook’s own demographic and interest based filters.

This creates a serious ‘sweet-spot’ for campaigns. Now, for example you could target… only women within a certain age-range who’ve been to your site in the last 30 days.


Operational stuff (getting started)

In order to start building your audience lists within Facebook, you’ll first need access to the Facebook ads admin, and then use Power editor , to create and define a new custom audience (from your website).

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Once you’ve done this, you’ll be prompted to create the Facebook web Remarketing pixel, and add it to your site (in the head section of your source code)

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The final step is to define the audience using duration and URL parameters.

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Other Considerations

Being able to create and capture your own earned audience within Facebook is HUGE. It’ll work well with existing Facebook ad campaigns, as well as overlapping and helping leverage your organic traffic and other paid traffic to your site.

It also opens up great market research opportunities. You can now build an overall audience list to your site, and then use Facebook filters (in ad creation) to ‘know’ the exact size of particular visitor segments to your site eg:

  • Women vs Men
  • Age ranges
  • Parents non-parents

These insights are invaluable and essentially free once you have the audience segments set up!

Obviously it means allowing Facebook to extend it’s reach onto your site (via their pixel) and for those privacy minded folk out there, it is kind of scary ☺

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