How to Use Facebook Retargeting Pixels for Amazon in 2020 [Guide]

How to Use Facebook Retargeting Pixels for Amazon in 2020 [Guide]

How to Use Facebook Retargeting Pixels for Amazon in 2020 [Guide]


Want to drive more drive visitors back to your Amazon product page in 2020. Use Facebook retargeting ads to bring them back and hopefully turn them into customers.
In this guide you're going to learn exactly how to add Facebook retargeting pixels to your Amazon product pages and set up a Facebook retargeting ads campaign in order to grow your business.

Retargeting is a highly effective marketing tool to show your ads to people who have already expressed interest in your website or Amazon product page.
The concept behind retargeting is that most people won't convert on their first visit. But after days of seeing your ads all over Internet and social media platforms such as Facebook; they might be ready to make a purchase decision on your products.
Basically, you're staying top of your prospects' minds ahead of your competitors while they are still searching for a solution to their problems. This form of advertising can have a higher conversion rate and a better ROI than standard advertising because it puts your ads in front of people who have already expressed an interest in your products, and who already have some level of awareness of your brand.

Two key questions are: Can we use Facebook retargeting ads for Amazon? How to retarget Amazon customers on Facebook?
Although Amazon is a great platform for selling your products and Facebook Ads are and effective and scalable source of external traffic for Amazon products, you cannot install your Facebook retargeting pixels directly in your product page because Amazon does not allow this on its website.
So a solution is to use link shorteners to act as a middle-man to inject the retargeting pixels for you.
For example, you can start a traffic campaign for brand awareness to introduce your Amazon products to your audience. After you collect some visitors, you can run Facebook retargeting ads to engage them and hopefully convert them. The logic is that if people visit your Amazon product page and immediately bounce, there's a high chance that they are looking for similar products.

The best part?
All of these steps in this guide, to implement a Facebook retargeting ads campaigns for Amazon products, are still working great for many companies in 2020.


What is retargeting?

It's a marketing technique to display targeted ads to people who have previously visited your website. So, you follow those visitors around the web with related offers. It's basically implemented by installing a pixel in your pages.

What is a pixel?

It's a snippet of code, a tiny 1×1 pixel that gets embedded on your website. It is added via JavaScript code and automatically loads on the pages of the website. This code is designed to install small text files called cookies to track visitors on the website.

Why a pixel is needed?

Once the pixel is triggered and the visitor is tagged, then you can show retargeting ads to that user based on his actions on the website.

What is Facebook retargeting?

Facebook is a great marketing channel for retargeting. There's a great chance your visitors are among the 2.6 billion people actively using Facebook, which gives you the opportunity to show your potential customers more ads about your products.

Facebook retargeting is the process of finding target customers who've visited your website and then using their data to find their Facebook profiles. You can then run customized advertising campaigns to try to reach those target customers and convince them to go back to your Amazon products.

The Facebook pixel, like any other retargeting pixel, is used to capture visitor information based on the actions taken on the sites. Each Facebook Ads account gets its own unique pixel that is connected to Facebook servers. With the help of the pixel, Facebook gives you the opportunity to deploy highly targeted ads to visitors on a variety of devices in different locations.

How does retargeting work?

So, how does retargeting work?

  • You place a Pixel (remember the snippet of code we talked before) on your website or embed the pixel in tracking links using a link shortener like Pixela.
  • The pixel collects data everytime a visitor hits your website. The data is used to understand how to retarget them. The pixel is able to identify demographics, profile and activities for each visitor.
  • You use the pixel data to create custom audience to retarget later.
  • Finally, you run ads to reach people in your custom audience multiple times with offers, discounts, new features, etc. The ads brings back visitors to your website, so you can turn them into customers. It's a great way to re-engage with your leads, and give them another opportunity to make a purchase decision about your product or service.

Why is retargeting important?

Because retargeting is very effective and Facebook is the second-largest player in the digital marketing space, behind only Google, with around 20% of the market.

There are some stats backing up why to retarget on Facebook:

  • The Rule of Seven simply states that the prospective buyer should hear or see your marketing message at least seven times before they buy it from you. It is estimated that only 2% of click-through website visitors convert on their very first visit to an online store. The average bounce rate for a B2B website is 61%. It takes between 6 and 8 touches to generate a viable sales lead.
  • A comScore study found that retargeting ads led to a +1,046% increase in branded searches and a +726% increase in website visits among retargeted individuals after four weeks of retargeting ad exposure.
  • 30% of consumers show a positive reaction to retargeting ads, while 59% have a neutral reaction. Only 11% showed a negative reaction to retargeting ads.
  • Customers who are retargeted with display ads are more likely to convert by 70%.

As a summary, the more targeted you can make your ads, the more effective they become.

Facebook pixels for Amazon Sellers?

As we stated before in the introduction of this article, Amazon sellers can take advantage of Facebook pixels and Facebook retargeting to retarget visitors with Facebook Ads and drive that external traffic back to your Amazon page and hopefully turn them in to customers.

But, as Amazon seller you need to remember that creating successful Facebook ads campaign is not to launch it and forget it. You need to run A/B testing in order to improve your Facebook ads and try to convert the audience as they visit your Amazon page.

Maybe you should try to reach different audiences in order to discover which is the best audience. Another option is to combine different audiences if you want to reach your target audience. Don't forget that different audiences will have different conversion rates.

Another option in Facebook Ads is to create lookalike audiences instead of custom audience. Lookalike audiences are people that have similar characteristics to the list of people you've uploaded.

Step #1. Create your Facebook pixels

Log in to your Facebook Ads Manager and head over to Events Manager view using left navigation bar.
Click on the Settings tab to get information about the Pixel ID.
Click on the Overview tab to see all activity of the pixel, for example, how many events/leads you're collecting and where they're coming from.

Create your Facebook pixels
Figure01. Create your Facebook pixels

Step #2. Use your Facebook pixels

You need to either install a conversion pixels on your website or use tracking link, created by Pixela, that embeds your Facebook pixel in it and then share that tracking link in social media feeds (Twitter, Quora), Google Ads, Facebook Ads, Twitter Ads, promotional email, etc.
In order to embed a pixel in a tracking link, Pixela requires you to register the Facebook pixel, using the Pixel ID as explained in Step #1. Create your Facebook pixels.

If you want to install the Facebook pixel directly in your Website, fist off you need to create an audience as I will explain in the Step #3. Create custom audiences and then select the created audience and click on the View Pixel button. When the Install Pixel pop-up window shows up, copy the JavaScript code in the Copy the entire pixel base code and paste it in the website header field and paste it in your website. This JavaScript code has all the tracking logic to capture visitors for your Pixel ID.

Let's suppose that you sell your products in Amazon.
You need to run some paid ads campaigns to introduce your Amazon products to your potential customers. Some of them come to your Amazon shop but leave without completing a sale and you most likely lose them forever. So, you want to collect those visitors to retarget them with customized Facebook Ads and evently bring them back to your Amazon shop.

The key problem is that you cannot install the Facebook pixels (conversion pixels) directly in your Amazon shop but using Pixela you can shorten your Amazon product page URL, for example,, in order to generate a tracking link, for example, After that, you assign your Facebook pixels to the generated tracking link.
The tracking links is responsible to collect the leads for you.

Create a tracking link in Pixela
Figure02. Create a tracking link in Pixela

You can also see the list of created tracking links in Pixela as shown below.

List tracking links in Pixela
Figure03. List tracking links in Pixela

Step #3. Create custom audiences

Once you have placed a Facebook pixel on your site or have shared the tracking links in your traffic and promotional campaigns, you can set up specific audiences with filters based on pages they've visited before.

Continuing with the Amazon example, head over to Audience view in Facebook Ads Manager using the left navigation bar in order to define who you're going to reach with your Facebook ads.

Click on Create a Custom Audience button. When the Create a Custom Audience pop-up shows up, then choose the Website option to go to the Create a Website Custom Audience view. Then select People who visited specific web pages option and set URL field equals to the tracking link generated by Pixela, for example,
You can also set in the past field in order to filter out old leads. For example, create an audience of the last 7 day's visitors (hot leads).
Finally, give it a name to that audience, for example, amazon-productABC-audience and click on the button Create Audience.

Create a Custom Audience
Figure04. Create a Custom Audience

Step #4. Run traffic campaigns to grow your custom audience

Continuing with the Amazon example, just run some Google Ads campaign to drive the initial traffic.
Use the generated tracking link as the destination URL instead of the original Amazon product page in order to start collecting leads using the pixel embedded in that tracking link, so you can retarget them later with Facebook Ads.

In Pixela console, you can easily monitor the traffic that drives to your Amazon product page. If you go to the Events Manager view in Facebook Ads Manager using the left navigation bar, you can see all the activity related to your pixels.

Step #5. Run retargeting Facebook ads using your custom audience

When an audience is created you should wait until it gets populated enough that it can be used as a target for advertising campaigns.
On Facebook, an audience must be ready and large enough before start creating retargeting ads.
If your audience is ready, you'll see a green dot along with the word ready, so you can select that audience and click on the Create Ad button.

Continuing with the Amazon example, head over to the Audience view using the left navigation bar, click on the amazon-productABC-audience audience and then click on the Create Ad button to create a Facebook Ads associated to that audience. You can use the Pixela tracking link again as the destination URL or just drive visitors to other landing pages.

After you create your ad, you’ll automatically see columns displaying various relevant metrics. You'll be able to see and track your conversions, as well as the cost per conversion and total cost. Facebook Ads reports are a crucial component to understanding your Facebook retargeting. You set goals, Facebook Ads reports are how you stay on track and make the necessary adjustments to achieve them. Facebook allows you to create customized reports based on the data/metrics you need to evaluate for each campaign.

Here's The Next Step ...

Now I want to turn it over to you:

Which of the 5 steps from today's post are you going to getting into now?

Are you going to start your retargeting effort in 2020 for your Amazon products?

Or maybe you just want to capture more visitors today to retarget them later with custom Facebook ads.

Either way, start today using Facebook retargeting campaigns.

Want to try Pixela, the smart URL shortener the embeds Facebook pixels, you can give it a try to our free trial, no credit card required.

Author: JC Olamendy

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