Retargeting is one of the most effective advertising methods for re-reaching people who have previously visited your website but haven't converted. This guide will help you launch your first retargeting campaign in just 30 minutes, even if you're a beginner.

What will you gain from this guide?

After completing the steps below, you will:

• Successfully connected advertising accounts.
• The first Retargeting object file has been created.
• Deploy and activate the Retargeting campaign.

Step 1: Connect your advertising account

For Facebook

• Go to Settings → Integrations → Facebook
• Click Connect Facebook Account
• Log in to your Facebook account.
• Select the Business Manager and Ad Account you want to connect.
• Grant the requested permissions.
• Press Done to complete.

For Google Ads

• Go to Settings → Integrations → Google Ads
• Click on Activate Google Account
• Log in to your Google account.
• Select Google Ads Account
• Authorization confirmation
• Press Done

Step 2: Check if tracking is working.

Check out Facebook Pixel

Facebook Pixel is usually pre-installed. To confirm:

• Install the Facebook Pixel Helper extension on Chrome.
• Access your website
• Click on the utility icon.
• If you see the PageView event with a ✅ symbol, the pixel is working.

If the Pixel isn't working, you need to check your Pixel settings.

Check Google Tags

• Install the Google Tag Assistant extension on Chrome.
• Access the website
• Open the extension and select Enable.
• Reload page

If you see a green ✅ icon on your Google Ads card, tracking is ready.

Step 3: Create your first Retargeting object file.

In this step, you will create a simple file for beginners: To create a file of all website visitors from the last 30 days, follow these steps:

Create a file on Facebook

• Go to Marketing → Campaigns
• Select Facebook Ad Account
• Open the Audiences tab.
• Click Create Audience → Website Custom Audience
• Fill in the information:
  • Name: All Visitors – 30 Days
  • Include: All website visitors
  • Retention: 30 days
• Click Create Audience

Create a file on Google Ads

• Go to Marketing → Campaigns
• Select Google Ads Account
• Open the Audiences tab.
• Click Create Audience → Website Visitors
• Fill in the information:
  • Name: All Visitors – 30 Days
  • Rule: URL contains
  • Duration: 30 days
• Click Create Audience

Note: Object files typically take 24-48 hours to start accumulating user data.

Step 4: Implement the Retargeting Campaign

When the object file reaches the minimum size:

• Facebook: from 1,000 people
• Google Ads: from 100 people

Are you ready to run the campaign?

Create a Retargeting campaign

• Go to Marketing → Campaigns
• Click Create Campaign
• Select Retargeting goals
• Choose your platform: Facebook or Google

Campaign configuration (recommended)

• Budget: 200-400 thousand VND/day
• Duration: Minimum 2 weeks
• Target Audience: All Visitors - 30 Days
• Display position: Automatic

Create your first ad.

Here's a suggestion for simple content:

• Headline: "Still considering?"
• Content: "Come back and see what you might have missed. [Your offer]"
• Image: Bestselling product or brand image
• CTA: "Shop Now" or "Learn More"

Launch the campaign

• Check all settings again.
• Click Publish or Launch Campaign
• Ads will be reviewed within 15–60 minutes.

After running, what should you do next?

During the first 24-48 hours

• Check the campaign status (Active)
• Confirm that the ad has received impressions.
• Monitor for policy violation alerts (if any).

During the first week

• Monitor initial indicators
• Check the CTR (Retargeting should be 0.5% or higher).
• Track cost per click

After 2 weeks

• Conversion data analysis
• Create more detailed files:
  • Add to cart
  • View product page
  • See price page
• Experiment with new ad templates.

Quick tips for effective retargeting

What should be done

• Start with a wide file, then gradually narrow it down.
• Use eye-catching images.
• There is a clear CTA.
• Limit the display frequency to 3-5 times per week.
• Test multiple ad variations.

It shouldn't be done.

• Displaying the same ad too many times
• Retarget converted customers.
• Setting a budget too low can lead to a lack of optimal data.
• Stopping the campaign too early (it should run for at least 2 weeks)