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About Facebook and Instagram Retargeting Ads
Mailchimp’s Facebook and Instagram retargeting ads help remind site visitors about your products when they check their social media. We’ll help you create and publish ads that recapture your potential customers’ attention.
Depending on your plan, you may not have access to Facebook and Instagram retargeting ads. To find out what features are included in each plan, check out our pricing page.
In this article, you'll learn about our Facebook and Instagram retargeting ads.
How retargeting works
Web retargeting shows ad content to people who've visited your website. Publish a retargeting ad through Mailchimp, and people who visit your site will see the ad when they browse on Facebook, Instagram, or Facebook’s Audience Network.
Our Facebook and Instagram retargeting ads allow you to retarget ads to anyone who visits your connected store with the Meta Pixel (formerly Facebook Pixel) enabled. Inside Mailchimp’s ad builder, choose Website visitor on the Audience step to create your retargeting ad. You can make an ad from products, images, or GIFs you already have in Mailchimp.
About the Meta Pixel
To publish retargeting ads, your connected store or landing page will need to have the Meta Pixel enabled. This pixel tracks Facebook and Instagram users who visit your site so that we can display your ad when they check their social media channels.
After the pixel is enabled, building your ad's audience may take some time. Facebook requires a minimum audience of 1,000 site visitors within 30 days of publishing a retargeting ad. We recommend setting your ad’s duration for an extended time so your audience can build.
The process to add a Meta Pixel depends on whether you want to add it to a landing page or a connected store.
Meta Pixel on Landing Pages
When you publish a landing page that you’d like to use for a retargeting ad, be sure to confirm you agree to our additional terms in the Settings & Tracking section. You’ll only need to accept the terms once. We’ll automatically insert a Meta Pixel on the landing page when you publish your retargeting ad.
Meta Pixel on Integrations
If you connect your website to Mailchimp, we automatically enable the pixel on your site as soon as you publish your first Facebook and Instagram retargeting ad. You can also enable the pixel manually on your Integrations page, if you’d like to build your audience before publishing the ad.
About Facebook special ad categories
When you create a Facebook ad in Mailchimp, you must choose the special ad category that best describes your content. These categories may limit audience selection. Be sure to choose a category that follows Facebook's advertising policies.
These are the special ad categories and their definitions.
Choose this option if your Facebook ad promotes or directly links to a credit opportunity. A credit opportunity may include credit card offers, auto loans, personal or business loan services, mortgage loans and long-term financing.
Choose this option if your Facebook ad promotes or directly links to an employment opportunity. An employment opportunity may include part-time or full-time job openings, internships or professional certification programs. Related ads that fall in this category include promotions for job boards or fairs.
Choose this option if your ad promotes a housing opportunity. This may include listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services. This does not include ads designed to educate consumers or housing providers about their rights and responsibilities under fair housing laws.
Facebook and Instagram retargeting ideas
Retargeting ads look like other ads you can create for Facebook and Instagram. Since these ads display only to your site visitors, you can retarget for a few different reasons.
- Remind visitors of your products
Potential customers have likely seen the items on your site. Remind them of the products that they are already interested in, and use an ad to encourage them to purchase.
- Introduce your other brands
Retargeting ads can showcase other sites or brands you maintain. If your connected store gets a lot of traffic, educate your visitors on other sites that you want them to visit.
- Announce events and sales
Next time you host a special event or sale, use an ad to inform your visitors about the date, time, and location.
Ready to get started? Here are some resources to help!
Getting Started with Facebook and Instagram Ads
Create a Facebook and Instagram Ad
Facebook and Instagram Ad Reports