It can be quite frustrating as a marketer to see that your potential customers are slipping away because of something that was not your fault. Due to the plenty of distractions that the internet offers, a client may go through your webpage, pick a few products, and put them in their carts, then forget to make the final purchase because they have been distracted by another thing.
There is a remedy to this though, you can track these types of engagements and push the users to make a final purchase by retargeting. We will learn what retargeting is, in this chapter and how to include it in our marketing efforts.
What is Retargeting?
In the digitalized world of today, retargeting is a very efficient method of transforming leads to purchases. Retargeting makes it possible for you to make purchases from the existing customers and leads you to have.
It helps you to improve your customer base, your sales, and your profits. Since, just about 2 percent of all web traffic leads to conversion the first time, retargeting is what helps a good number of the other 98 percent to come back.
If you focus your resources on frequent and consistent retargeting efforts throughout your social media platforms, the potentials within are inexhaustible. If you are still in doubt as to how retargeting will help your business grow, let us see how retargeting is very important in the business of today.
Why Should You Retarget on Instagram?
Many people are still convinced about retargeting because it deals mainly with keeping track of people who visit the site. This may bring up the worries about privacy as many people find it creepy when they see an ad for an item that they had run a search for, some months ago. Retargeting need not bother anyone if properly done.
You have to make your approach and your tone strategic and original. You could be doing them a great service by prodding their memories and reminding them of your brand. All in all, retargeting is among the most efficient and effective methods of showing viewers ads that are relevant to them, based on their previous interests.
Besides gently prodding people to finish a purchase they have started, you also are able to target previous visitors to your website who have perused your tutorials or price ranges. Again with the advent of social media platforms like Facebook, users are now used to the existence of ads that are driven by interests.
Although cookies and other tracking tools have existed for some time, the process has become easier as a result of Facebook’s Pixel. If your Facebook Pixel is incorporated into your site, you will be able to track conversions and build audiences based on the number of views a particular webpage has gotten.
When you remarket on platforms like Instagram, which a good number of organizations have not completely explored, it can offer you the capacity to find new audiences on this platform. Also, the integration of Facebook apps with Instagram, makes it easier to remarket ads which will lead to high conversion rates thus leading to greater profits for you. Let us now learn the steps of retargeting on Instagram.
Steps for Retargeting on Instagram
These steps below can help you to accurately and successfully retarget on Instagram:
1. Install Facebook Pixel
First of all, you need to install Facebook Pixel on your site. This is a very effective tool for your retargeting efforts. It has the express purpose of keeping track of all the people who visit your website. Through the data it makes available, your list of users who have an idea of your product will keep increasing.
If you don’t know how to install Facebook Pixel on your site, you can get a site developer to do it for you. To make sure that the pixel has been well integrated on your website, you can use the Google Chrome plugin tool, FB Pixel Helper to help you find out.
2. Create the audience you want to retarget
The next thing you would need to do is to put up a custom audience. These are the people you would want your ads to reach. Facebook offers you the opportunity to pick Website Traffic as the set of individuals to send your ads to.
This makes it possible to attract users who have opened your website from the Custom Audience Pixel which you have installed and allows them to see the ads again.
If you want to develop a custom audience of people who have come to your site in the previous days, just go to your Facebook ads manager, select Tools – Audiences – Create Audience – Custom Audience – Website customization.
Next, choose the customization you want. When you are creating your audience, it is best you select those who have visited your website within the past 180 days. This is the highest available.
3. Develop your ad campaign
Before beginning your ad campaign, it is advisable that you wait until the number of people visiting your site has become substantial. Think of it as each person who visits your site to be a visitor in your guest house, you wait until there are enough visitors lodged in their rooms in your guesthouse before you launch your ad which will be targeted at every lodger.
This may take from a few minutes to a week, depending on the traffic your website gets. When you have enough visitors, you will see “Ready” beside a green dot. If you now have a good number of individuals within your “Retargeting Audience,” you can take your ad campaign to the next level.
4. Create your retargeting ad set
This is where you determine the level of your ad set. To begin, set the schedule and the budget you want the ad to run from. The next thing you do is choose the Custom Audience that you have created in the second step and set Instagram as the ad’s placement.
Next, ensure that there are enough people in your audience by checking if you have a potential reach that is above 20. Make sure that only Instagram is selected, if you are working with the Typical Ads manager, and that other options have been deselected if you want to use it for placement.
5. Creating your retargeting ad
Finally, you can now create an ad that your audience can see. People who have previously come to your site and have an idea of what it is about are categorized as “warm traffic” so, you need to make your ads creative. First, choose the appropriate Facebook and Instagram accounts and add the destination.
Now, you need to create an ad that should be attractive enough to bring in “warm traffic” that will come back to your site and make a purchase or do something else you want them to do. If you want some more direct retargeting options, try using Instagram dynamic ads.
6. Make use of the Instagram dynamic ads to retarget
The Instagram dynamic ads took off in 2016. It helps you to advertise your products by directing adverts to the products a person has shown an interest in them. They may have shown interest by either adding it to their shopping carts or just viewing it.
This ad could also show them a product that bears some similarities to their previous purchases. Over 2 billion different items have been uploaded on Facebook. These days, with the introduction of Dynamic Ads on Instagram, you push your merchandise to people who have checked them on Facebook or Instagram.
You can annoy a client with a poor retargeting strategy. An example of this is where people have to deal with ads that they have no interest in, from different web pages. Instagram, however, makes it possible for your brand to interact with its users in a non-intrusive and gentle manner, unlike other platforms. In fact, some retargeting campaigns are so well done that users do not see them as ads, but rather as part of their feed, or as important reminders for them to make a purchase.
This is how Airbnb’s retargeting campaign is. In social media marketing, in whatever platform it is, the most effective strategy is testing and repetition.
Even if your brand does not plan to launch a full-time Instagram campaign, you can avail yourself of the Facebook Pixel and get the important information you need to target the correct users. This is the time to begin retargeting, with Facebook Pixel which is able to work on the two top platforms: Instagram and Facebook.