How to Do Facebook Retargeting in Singapore

How to Do Facebook Retargeting in Singapore

There are more than 4 million active Facebook users in Singapore and this number is expected to exceed 5 million by 223. Based on these statistics, it is not difficult to see why it is the most powerful and ideal platform for social media marketing. Facebook retargeting in Singapore has become very popular due to the huge potential it holds for small, medium and large businesses.

However, just like any other Facebook marketing strategy, there is a need to make sure that your Facebook retargeting campaign is properly structured and monitored to achieve the set goals. Here is a comprehensive guide on how to do it right.

Facebook Retargeting in Singapore Consider the Whole Funnel

Can you remember the last time you purchased a product online the moment you came across it? For most people, it is difficult to recall because we are wired to rarely make impulsive purchases. Most people take hours, days, and even weeks before making a purchase online.

The term “FUNNEL” is used to show the specific steps that potential clients take before completing a conversion. Each brand has a different funnel since products and services vary from one industry to another. For example, some clients will first watch Facebook videos, do thorough research online, or visit the website before placing the order.

To succeed in Facebook retargeting, you need to have a clear understanding of the entire funnel. Once you know the possible steps that a prospect could take, you can start to create retargeting audiences. A typical funnel on Facebook in Singapore has five steps namely:

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  •       .Page engagers
  •        Video viewers
  •        Site visitors
  •        Top 10% of site visitors
  •        Micro converters

Facebook retargeting in Singapore

Let us look at each of these steps in detail to assist you to create a robust strategy for carrying out Facebook retargeting in Singapore.

1# Page Engagers

As the name suggests, page engagers are the people who have interacted with your Facebook page in one way or another in the recent past. They could be people who clicked on your page logo, wrote a comment, or liked your ads. This segment of customers is in the first stage of the funnel before they have had some interaction with your business. However, they are yet to show a significant intent to convert.

You can easily target them using Facebook Ads by visiting the audience library, and clicking on the “create audience” tab then “custom audience”. A custom audience screen will be displayed and you can use it to create an audience based on the data collected from your Facebook Page.

Facebook retargeting in Singapore

As you do so, make sure you that you:

  •         Select the right page
  •         Choose the “Everyone who engaged with your page” option
  •         Adjust the audience length from 365 days to 30 days or more depending on your Facebook retargeting goals
  •         Name the audience as “Page Engagers|20D” to avoid confusion

Once you are sure every option selected is the correct one, click create to start populating your audience.

Facebook retargeting in Singapore

2# Video Viewers

First, it is important to highlight that the human brain is wired to respond and digest visuals better than blocks of text. Posting high-quality videos on your Facebook page will help spur engagement with the target audience. Potential customers who have viewed your videos can be retargeted as they have already shown intent to do business with your brand.

To create this audience, all you need to do is click on “Create audience” then “Custom Audience” and select video as your primary audience source. Here are additional tips to help you target this group of prospects well.

  •         Indicate your engagement type: It is recommendable to select 75% watched but there is no harm in reducing this if the videos are more than 15 seconds long.
  •         Choose videos: You can either select all recent or most popular videos on your Facebook page
  •         Edit the date range
  •         Name your audience as “Video Viewers|20D”

Facebook retargeting in Singapore

3# Site Visitors

These are potential customers who have visited your website and they are interested in your brand. They are in the consideration phase of the funnel. Based on the fact that site visitors are part of the crucial audience that you can retarget, it is advisable to divide them into two audiences depending on how they interacted with your website.

Audience 1: All Site Visitors

This segment of the audience comprises everyone who has visited your Singapore business website. Head over to the audience library and click “create audience” then “custom audience” and indicate “website traffic” as your primary audience source. Make sure that the selected pixel is the correct one. Label this audience as “Website Visitors|20D”.

Facebook retargeting in Singapore

4# Audience 2: Top 10% Website Visitors

The next audience is more specific but part of the general website visitor audience. The main goal is to identify website visitors based on the amount of time they spent on your website. Customers who spend a considerable amount of time on the website are towards the final stages of the funnel and show a high intent to convert.

Just like the previous audience setup, head over to the audience library and click on “Create Audience” then “Custom audience” and specific the audience source as “Website Traffic”.  Change it into the top 10% to ensure that you focus on people who spent a significant amount of time on the site looking for additional information about your brand.

Facebook retargeting in Singapore

If your website is relatively new and traffic is low, you can select the top 25%.

5# Micro Converters

The last audience that you should consider creating for purposes of doing Facebook retargeting in Singapore is Micro Converters. What is a micro-conversion? This is a conversion that happens on the way to the full or complete conversion.

For example, if the full conversion is a purchase of a product, the micro-conversions can be adding items to the cart or starting the checkout process. You need to set up Facebook pixels to track micro conversions accurately. As you set up the pixel, focus on the guide on how to create event-based goals for monitoring actions such as button presses.

Just like the other steps discussed above, go to the audience library and click on “Create Audience” then “Custom Audience”. Select “Website Traffic” as the main source of your audience’s information. Also:

  •         Click “All website visitors” and specify the micro-conversion step you want to track and use for Facebook marketing. It could be AddToCart, CompleteRegistration, or InitiateCheckout.
  •         Label the audience as Micro Converters|20D

Facebook retargeting in Singapore

Everything you Need to Know to Do Facebook Retargeting the Right Way

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Already, we have discussed what Facebook retargeting is, but we are yet to discuss the benefits and how to do it right. For the best results, it is important that you follow the processes discussed and stick to the guidelines put in place by Facebook.

Most businesses rely on website traffic generated from Facebook ads and posts to create remarketing strategies. However, there are additional ways of doing the same to get more results. The four primary factors you should use to do remarketing include:

  • Engagement: Create a list of potential customers genuinely interested in your brand based on how they interact with your Facebook and Instagram posts.
  • Offline Activity: Create a retargeting campaign based on the offline interactions that they have had with your brand already, such as events attendance and phone calls.
  • App activity: Retarget potential customers who have downloaded your mobile app or taken certain actions in the app, such as view product details.
  • Customer file: Retargeting campaign that is based on the number of subscribers that you have on Facebook.
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Retargeting campaigns based on these factors have an immense potential of scaling up your brand. Be sure to test the results from each of them to know which one works best for you.

4 Primary Benefits of Facebook Retargeting

It’s no secret that Facebook remarketing works magic, even for companies that are just starting. The number of leads or results you can achieve is unlimited, but it depends on how the campaign is structured. Here are the four primary benefits of Facebook retargeting.

1. Increased Reach and Brand Awareness

Facebook has billions of active users from all across the globe. One post or ad is displayed to millions of people, making it the ideal platform for companies looking to expand. The positive impact of increased reach and brand awareness include more revenue, leads, and sales.

2. Increased Conversions from Ads

Facebook Analytics offers a plethora of data that you can use to your advantage when creating remarketing campaigns. This data can help you reduce the customer acquisition cost and boost conversions.

The reason why it’s so successful is that the campaign ads and content are created and distributed to specific groups of customers. There is a high likelihood that they are organically interested in your brand or have interacted with one of your paid ads before.

3. Taps into the Potent Power of Social Proof

Nothing encourages new customers to place orders other than testimonials and reviews. Therefore, we recommend spicing up your campaign with the two to build credibility and trust. 

4. Cross-Sell and Upsell Opportunities to Existing Clients

Facebook retargeting is meant to interact with past clients who failed to purchase the first time and existing customers. The campaign can be structured so that it cross-sell or upsell your products and services to existing customers. Applying this tactic boosts profits and gives you a chance to offer more value to the clientele base.

We went the extra mile to scour the web for statistics about the success rate of Facebook retargeting campaigns, and here are the statistics.

  • Facebook visitors who come across remarketing are 70% likely to place an order than those who haven’t come across the ads.
  • The attention of 3 out of 4 customers is drawn to retargeted ads because they resonate with their needs.
  • Retargeting ads have a 76% likelihood of been clicked than the normal display ads.
  • Retargeting ads results in an estimated 1046% increase in branded search.

Are you convinced to invest in a Facebook retargeting campaign yet? Go ahead and consult with your team to stop losing customers to your competitors unknowingly. 

Types of Facebook Retargeting Campaigns

There are many types of Facebook retargeting campaigns, but the two most popular are list-based retargeting and pixel-based retargeting. Let us briefly discuss each of them.

  • List-based Facebook Retargeting Campaigns

As the name suggests, a list-based Facebook retargeting campaign focuses on potential customers already on your email list. All you have to do is add their email addresses to the company. The platform also can identify users who have shown interest in your brand and display the ads to them.

However, one downside of this form of retargeting is that most people have multiple email addresses for different purposes. The email address in your database may be different from the one the customer used to click on the ad.

  • Pixel-Based Facebook Retargeting Campaigns

Pixel-based Facebook retargeting is the most widely used across the globe. It entails displaying ads only to visitors who have in the recent past visited your website. Unlike list-based retargeting, this one work best when executed using JavaScript code – the pixel.

Ideally, the pixel is intentionally placed on a landing page or website. Every time a customer visits the landing page or website, the pixel will discreetly drop a cookie in their browser. Once deposited, contact the Facebook team to start targeting the customer with the ads related to their browsed products.

What is the Difference Between Remarketing and Retargeting?

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Most digital marketers use the two terms, remarketing and retargeting, interchangeably. Both have similar qualities and benefits to businesses, but there are some major differences that you should know about.

A Facebook remarketing campaign focus on inactive or lost customers. This is a select group of people who already know your product or used your service but stopped. On the other hand, a Facebook retargeting campaign focuses on customer groups who have never used your product or service but have visited your page or website.

We recommend running both campaigns to get maximum benefits from social media marketing. As mentioned earlier, Facebook has billions of users, and the numbers keep rising every day. You need to structure the campaign appropriately and monitor the results to know what’s work and what’s not working.

Retargeting Tips to Generate Sales from Warm Leads

Now that you know the key differences between remarketing and retargeting, let us proceed and look at several tips to generate sales from warm leads. Someone who has already shown interest in your brand is a warm lead.

Ensure the Facebook Pixel is Properly Installed

As mentioned earlier, a Facebook pixel is a code added to your website to track how visitors interact with the content and the various pages. To collect and present the correct information, it has to be synchronised with your Facebook Ads Manager. 

Ensure that the pixel is properly installed to track Facebook engagement and make decisions based on accurate data. Chrome offers a free extension dubbed Facebook Pixel Helper that you can easily install the pixel on your site.

Create the Campaign Based on Data from the End of the Tunnel to the Start

Many people make a common mistake when creating Facebook retargeting campaigns is working from the first stage in the sales funnel to the end. The main goal of creating one is to get a superb return on investment.

The right way to structure the campaign is to use data collected from the end of the tunnel. Working backwards will help you identify the friction points and address them accordingly. It will also give you a clear picture of the customers’ needs and expectations.

For instance, if the campaign deals with cart abandonment, work from the product page backwards to the homepage or any other related page. This is the strategy used by most brands to create laser-focused campaigns.

Avoid the Obvious Goals

As you will soon find out when creating your campaign, the first choice that Facebook gives users is a chance to set a specific goal such as conversions, impressions, or clicks.

According to the founder of Enrich Businesses, Jess Riches, just because you want to win back customers who added the product to the cart but left does not necessarily mean that your campaign should be centred on increasing sales. 

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Go for the less obvious goals, such as adding the product again to the cart and completing the purchase. Otherwise, you might end up going for a large group of warm leads who are not interested in purchasing. If you do that, you will end up spending thousands of dollars and getting a low ROI.

Personalise the Offers for Specific Audiences

The goal of your campaign should be to retarget based on the user intent. More often than not, blanketed retargeting bears little results than those that offer personalised offers to specific audiences.

Don’t make the mistake of hitting the “All Visitors” button; the system will end up bombarding the customers with generic service and product offers. We are putting across that Facebook retargeting campaign is only valuable to a business if it gets granular than this.

For example, if a customer has interacted with the pricing page severally but is yet to convert, surprise them with an incentive offer instead of generic ads with super “salesy” language about your brand and its history.

Remember, online consumers, are savvy and know that they will get a special offer via email if they abandon the cart or leave immediately after signing up for a newsletter. Make sure the offer has a discount code that they can use to buy once back on your website. The code will also enable you to track the performance of your campaigns.

To understand the kind of offers that will resonate with the audiences, you need to conduct market research. Know why they decided to leave before placing an order, what are their specific needs and budget. All this information is crucial to the success of your remarketing campaigns. If vegetarians are interested in vegan food, hit them with what they are looking for on your online store.

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Leverage Recency 

Recency refers to the amount of time elapsed since a potential customer visited your website and interacted with the product pages. The longer the time, the less likely they are to make a purchase. Such groups of customers most likely forgot about you and moved on to other brands. 

Therefore, focus on customers who have recently browsed your site. Such audiences will most likely remember your brand when they come across the retargeting ad. Create a sense of urgency to get to encourage them to take action.

Use Purchasing Category Information

There are four main purchasing categories as described by Ascesis Media, namely:

  • Routine response
  • Limited decision making
  • Extensive decision making
  • Impulsive buying

Different psychological factors or variables come into play before a customer decides to buy a product or use a service. Knowing and understanding their behaviour will supercharge your Facebook retargeting campaign and trigger the desired buying action.

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For example, a customer who carries extensive research before buying will need to be convinced that they are making the right decision by using customer reviews. On the other hand, impulsive buyers can be easily convinced using a special discount.

Spill the Beans to Save the Day

A majority of retargeting ads circulating both online and offline have generic all to actions. These CTAs are the reason they don’t convert, and marketers end up wasting time and money on them. Go against the grind, and by telling them, you are retargeting them. 

A sure way of doing this is by mentioning the specific action they took before leaving your website or abandoning the cart. Here are a few awesome examples for inspiration.

  • Since you left, we have ……..
  • Visit our website again; we have a special discount just for you
  • Hey, you left a product in your cart!

There is no limit on the type of catchy titles that you can use for this purpose. However, you need to segment the customers based on their intent and action to get results. 

Be Creative with Your Call to Action

The customers are already aware that you are trying to win them back. So, be creative with your call-to-action phrases and buttons. For example, ditch the widely used “Learn More” phrase with “Shop Now” if you have an online store. They are more likely to respond to the latter as they have come across dozens of generic CTA before when looking for the product..

Creating a Robust Campaign for Facebook Retargeting in Singapore

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Now that you have successfully created, the right audiences for your Facebook marketing campaign, the next critical step that you need to take is creating the retargeting campaign. Head over to Ads Manager and use “Quick Creation” to set up your campaign.

Facebook retargeting in Singapore

Take note that the first ad set name is Micro Converters and we have not created the ads yet. Repeat the same step for all the other audiences. Click “Save to Draft” to transition to the next ad set level. If you do it correctly, you should see a single ad set labelled Micro Converters.

Before we proceed, let us optimise it by clicking the “edit” option located just below the ad set and do the following:

  •        Indicate the relevant conversion events at the top. The event can be purchase, leads, or anything else you want to increase the volume of
  •         Change the location targeting to any geographical location that you operate it

These two steps will ensure that your Facebook retargeting campaign is properly optimised. Go an extra mile and scroll down to the “custom audience” section and select “Micro Converters |20D audience that you created before to set up your first ad set.

Facebook retargeting in Singapore

Create ad sets for the other 4 audiences by exiting the ad set editing screen and clicking on “Duplicate” option.

Facebook retargeting in Singapore


Go through each of the duplicate sets and follow the same procedure to target the respective audiences. In the end, each ad set should look like this:

Facebook retargeting in Singapore

One of the benefits of creating this structure is that it eliminates competition between the ad sets. It also gives you a chance to view performance of each audience at each stage of the funnel.

The ad set should look like this:

Facebook retargeting in Singapore

The results from this campaign structure will help you to adjust your budget and spending efficiently. Ideally, you should focus more resources to the most efficient Facebook retargeting audiences.

With the ad sets created and running, the next thing you need to do is add ads and you are ready to rock. 

Bonus Tips

  •         If an ad set has multiple ads, monitor their performance and not just the aggregate level. The analysis will help you come up with ideas for your next set of ads
  •         Check how much you are spending on each ad set. You can group them is any of the audiences created is not getting enough resources.

Conducting Facebook retargeting in Singapore is one of the guaranteed ways of generating qualified leads and increasing your revenue. Get in touch with us today for more custom social media marketing tips and services. Our team will not rest until your Facebook marketing goals are achieved.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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