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Awareness, Social Media

Written by Josh Unfried

You may have heard the term “retargeting” floating around the marketing world or perhaps from your marketing agency. As consultants ourselves, we know we’ve whispered – or perhaps shouted from the rooftops – about the value of Facebook retargeting to our clients and partners and there’s a good reason. Let us explain.

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Retargeting ads are a specific form of online advertising that is served to people who have already – keyword: already – visited your health club website. Retargeting provides you with the opportunity to advertise offers and content to prospects who are already interested and know about your health club, but have not yet taken action (i.e. become a member).

So now you know why you should consider retargeting as a top tactic. But where do you get started and how do you effectively do it? With all the how-tos out there for social media and online advertising, it can be overwhelming to figure it out. We promise it’s not too much to handle. In fact, it’s quite easy. So easy that we’ve broken it down into these five simple steps:

How to Retarget Using Facebook Ads

  • Step 1: Add or install the Facebook Tracking Pixel to your website
  • Step 2: Facebook will automatically begin to build a custom website audience of visitors to your website
  • Step 3: Over time, this audience will continue to grow and expand
  • Step 4: Consider dividing the audience based on who visited certain sections or pages of your website, or perhaps by interests or demographics (once you’re in the Facebook Tracking Pixel tool, this will make more sense). By segmenting your audience, you can easily advertise to, or “re-target” member versus non-member visitors or even those who are interested in specific programs or other special offers promoted on your site.
  • Step 5: Once you have this audience built, and it grows large enough, Facebook will allow you to serve advertisements targeted only to them.

See how easy that was? We told you! Now a few follow-up tips that’ll help you along the way of reaching retargeting success.

  • Make sure your Facebook page privacy policy is updated to include language about the tracking code and how to opt-out.
  • Consider creating a “lookalike audience” similar to your website audience (Facebook will do this for you, copycatting an audience similar to those already visiting your website), to allow you to expand your reach to new prospects.

Have you used the Facebook Tracking Pixel in your marketing strategy? How have you best been able to retarget your website visitors? Any other tips we missed that you’ve learned to be helpful when retargeting? Share with us!


Josh is the founder and CEO of WindFarm. Josh enjoys helping brands navigate the transition from traditional to new media and preparing their organization for digital-social marketing lead generation and success. A lively and entertaining speaker, Josh is often asked to speak to large groups looking for clarity in the realm of digital, social and inbound marketing. Associations, companies, franchises, trade groups and local chambers have all benefited from his passion for breaking complex things down into simple terms and helping people grow their business online.