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13 Types of Website Visitors You Should Retarget with Facebook Ads

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Are you looking to retarget your website visitors with Facebook Ads? That’s great!

Are you having trouble discovering what website visitors you should retarget? No problem!

I’ve put together a list of 13 types of website visitors to target on Facebook that should help you think methodically and create a full retargeting campaign.

Speaking of which, do you know of Facebook’s latest announcement regarding the number of ads your company will be allowed to run simultaneously next year? (answer in the link)

According to Statista, as of Q1 2019, only 2,72% of eCommerce website visits converted into purchases.

Statistic: Conversion rate of online shoppers worldwide as of 1st quarter 2019 | Statista
Find more statistics at Statista

Only 3% of conversions is very very little, I think you will agree with me. Having 97% of website visitors not converting means a large pool of warm audience.

Retargeting these website visitors is definitely a great opportunity which a savvy digital marketer like yourself should make the most of it.

The goal of retargeting is to re-engage the people who visited your website but haven’t converted i.e. haven’t made a purchase, haven’t downloaded your lead magnet or subscribed to your email or whatever conversion goal you have set for your website.

Having said that, let’s dive in!

13 types of website visitors to retarget with Facebook ads

1. Target all website visitors

Facebook allows you to target all website visitors. You don’t know what page they visited specifically so you only have a general understanding of their intent.

What message would you target them with to reel them back? Is it a video of your best selling products? The company history in ten images? Or the CEO talking about brand values and mission?

2. Target visitors who viewed a specific page

Targeting visitors who viewed a specific page is very useful when you want to create relevant Facebookd ads.

Relevancy is vital if you look to increase the CTR of your ads. A high CTR lowers your costs and contributes to the overall success of your ad campaign.

Don’t you hate it when brands show you ads that are not relevant to your situation? It’s annoying!

And isn’t it true that a relevant ad makes you stop browsing, pay attention and even make that purchase? It feels good when a brand uses its data to support you to achieve your goal.

3. Target visitors who viewed more than one blog post

Visitors who viewed more than one blog post over a longer period of time but didn’t buy are visitors who are interested in your brand, your products or they connect with your mission.

If they keep coming back to your blog, the information there helps them achieve their goal.

What goal are you looking to achieve through your blog posts? Where does your blog fit in the overall strategy of achieving your business goal?

Once you have a clear answer to this question, you can create a retargeting Facebook ad for your blog visitors to help them down your sales funnel.

4. Targeting visitors who viewed a blog post and a landing page.

These website visitors show a higher purchase intent than visitors who consumed the content on your blog alone. Maybe the said landing page is of a product or a lead magnet.

Whichever it is, think of the message that these visitors should get from you. What do you want them to do next?

5. Targeting visitors who viewed a post and your Pricing page

The visitors who jumped from a blog post to your pricing page are your high value leads. It indicates interest in your product. Also congrats to you blog writer! It’s quite an accomplishment when it takes only one blog post to turn a reader into a lead. Your retargeting ads should help your lead take the final step toward the purchase.

6. Target visitors who dropped items in the shopping cart but didn’t buy.

eCommerce shopping stats show that almost 70% of all online shopping carts are abandoned.

The reasons for shopping cart abandonment range from not enough payment methods, too complicated checkout process to extra costs too high which is the #1 reason.


Create a retargeting ad which addresses the reason your visitor abandoned the shopping cart, and you could increase your sales.

7. Target visitors who visited a specific product page but didn’t put items in a cart

These visitors are interested in your product but something holds them back from making the purchase.

Do they have doubts your product is the right fit for them? Do they have questions related to warranty? Put a retargeting ad in front of them that answers their questions.

8. Target visitors who haven’t visited in a certain amount of time.

Out of sight, out of mind, goes the saying. Isn’t it terrible when that happens?

Don’t expect sales if your audience has forgotten about you. Your brand needs to stay top of mind so retarget visitors who haven’t visited your website in a certain amount of time.

9. Target visitors who have visited your FAQ, pricing and Terms and Conditions page

Visitors who browsed your FAQ, pricing and Terms and Conditions page are looking for customer service. Think of ways you can help them. Maybe redirect them to your Messenger bot?

10. Target visitors who’ve spent the most time browsing your website

Facebook ads settings allow you to create a custom audience of website visitors who’ve spent the most time browsing your website.

The longer the time spent, the easier it will be to engage them. It’s up to you to design retargeting ads which engage this type of visitors.

11. Target your customers

It’s common knowledge: it’s cheaper to sell to your customer than a cold audience.

You can use retargeting ads to upsell or cross-sell your products to your customer, give them discounts or free shipping.

The goal is to turn your customers into brand ambassadors and share their love for your brand with friends and family.

12. Target visitors who visited your site but didn’t buy even after retargeting them.

You’ve already retargeted them but they didn’t buy.

That’s not a reason to give up on trying to engage them.

You just have to get them back to step one: remind them why they visited your website in the first place.

Give them reasons to stay connected until they decide to buy: invite them to subscribe to your email list, download your lead magnet, or read your blog posts.

13. Target your most recent visitors

Create a custom audience of your last 7-days visitors and exclude your recent purchasers.

Think about what you would like to tell them via your Facebook retargeting ad to keep them close to your brand.

They visited your website but they didn’t convert. Maybe you invite them to join your subscribers list. This way you keep the communication channel open. Or maybe you invite them to your next event or to join your Facebook group.

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