Introduction: Why Retargeting Is the Unsung Hero of Digital Marketing

Have you ever visited a website, clicked around, maybe added something to your cart, and then left—only to see ads for that exact product pop up across Facebook or Google later? That’s not magic—it’s retargeting, and it’s one of the most effective ways to re-engage potential customers.

In this guide, we’ll explore how to retarget website visitors with Facebook Pixel and Google Ads, covering everything from setup to strategy, and how B&E 50’s digital marketing services can supercharge your efforts.

Understanding Retargeting: What Is It and Why It Works

What Is Retargeting?

Retargeting, sometimes referred to as remarketing, is a digital advertising technique that helps brands reconnect with visitors who previously interacted with their website.

Why Does Retargeting Matter?

Over 90% of first-time website visitors don’t convert. Retargeting gives you a second (and third) chance to turn that visit into a sale, using highly tailored ads on platforms like Facebook and Google.

Facebook Pixel Retargeting Explained

What Is Facebook Pixel?

Facebook Pixel is a small piece of code you add to your website. Once installed, it tracks visitor behaviour—such as clicks, page visits, and purchases—and helps create custom audiences for Facebook retargeting ads.

Installing the Facebook Pixel on Your Website

Follow these steps:

1. Go to Facebook Events Manager.

2. Create a new Pixel.

3. Copy the code and insert it into your site’s header.

4. Verify it using Facebook’s Pixel Helper Chrome extension.

This setup is crucial if you want to retarget blog visitors or abandoned cart users.

Creating Facebook Retargeting Ads

Once Pixel is installed, you can:

• Retarget all website visitors

• Segment by page visited (e.g., product page)

• Exclude those who already converted

• Use dynamic product ads for eCommerce Facebook Pixel retargeting

Google Ads Remarketing: A Step-by-Step Guide

What Is Google Remarketing?

Google Ads allows you to show ads to people who previously visited your website using the Google Display Network. It’s a versatile and essential part of your retargeting campaign setup.

Setting Up Google Remarketing Tag

1. Go to your Google Ads account.

2. Click on ‘Tools and Settings’ > Audience Manager.

3. Create a new audience source and get the global site tag.

4. Add it to every page of your site.

This is the heart of Google Ads retargeting setup.

Building Targeted Google Ads Campaigns

Once your tag is working:

• Create custom audience segments

• Use display or YouTube ads

• Adjust bidding strategies

• Exclude converters to optimise spend

Best Practices for Successful Retargeting

Keep Messaging Consistent

Ensure your ads reflect the content the user originally engaged with. For instance, a visitor to your pricing page should see an ad that explains your value, not a generic branding message.

Frequency and Timing Matter

Don’t overwhelm users. Use Google and Facebook’s frequency capping features to avoid ad fatigue.

Test, Tweak, Repeat

Always A/B test your creatives, copy, and CTAs. Even minor changes can boost your click-through rate (CTR).

Combining Facebook and Google Retargeting for Maximum Impact

By leveraging both platforms, you’re covering different user behaviours. Facebook excels in storytelling and visual engagement, while Google’s Display Network captures search-intent users. A combined retargeting strategy amplifies brand recall and drives better ROI.

Low-Budget Retargeting Strategies for Small Businesses

If you’re just getting started:

• Start with a low-budget retargeting strategy

• Use broad segments like “All Visitors”

• Limit ad frequency

• Use Facebook Pixel retargeting tutorial resources

It’s ideal for SaaS Google Ads retargeting or niche businesses like real estate retargeting campaigns.

How B&E 50 Can Help Boost Your Retargeting Campaigns

At B&E 50, we specialise in crafting tailored digital marketing services that turn casual browsers into loyal customers. Whether you need a step-by-step Google Ads retargeting tutorial or want to implement B2B remarketing strategy for your enterprise, we’ve got the tools, tech, and talent to make it happen. From installing Facebook Pixel to optimising your ad creatives, our team ensures you never miss another lead.

Frequently Asked Questions (FAQs)

1. What is the difference between retargeting and remarketing?

While often used interchangeably, retargeting typically refers to online ad placement, whereas remarketing includes strategies like email follow-ups.

2. How soon should I start retargeting after launching a website?

Immediately. Once you’ve set up your Facebook Pixel or Google Tag, you can begin building your audience right away.

3. Can I use both Facebook and Google for retargeting at the same time?

Yes, and it’s highly recommended. A multi-platform strategy increases your visibility across the web and social media.

4. Are there any privacy concerns with retargeting?

Both platforms offer GDPR-compliant tools. Make sure your website has a privacy policy and clear cookie consent.

5. Is retargeting only for eCommerce businesses?

No. It’s equally effective for B2B, service providers, real estate agents, and online course creators.

6. How much does retargeting typically cost?

It depends on your niche, audience size, and bid strategy. Low-budget retargeting strategies can start from as little as £5/day.