By Chantal India, on 23 July 2020
Retargeting is based on creating personalized advertising campaigns for users who have previously visited your website or online store. Based on the information you already have about your users, you can use this strategy to move them further down the funnel and eventually towards a conversion.
In this article, we'll review how you can create retargeting ads on Instagram and Facebook to get the most out of your online business. Let’s get started!
Retargeting Ads and Their Importance in the Customer Journey
You can create sophisticated retargeting strategies on Facebook and Instagram to address your users at different stages in the conversion funnel.
In the TOFU (top of the funnel) phase, the user is aware of a need and is starting to look for information. For example, they google: "get in better shape." At this stage, it is most effective to offer generic content.
In the MOFU (middle of the funnel) phase, the user knows what he or she wants and is evaluating options. Building on the example above, perhaps the user has decided that he or she wants to go climbing and is looking for climbing walls in the area. Here, you can offer more specialized content for them. For example, "5 things to consider when choosing the perfect climbing wall."
In the BOFU (bottom of the funnel) phase, the user has already considered all of the options and is still interested in your product. Make sure to give them offers or free trials, as these usually work well.
Creating Retargeting Ads on Facebook and Instagram in 5 Steps
1. Link Your Advertising Account With Business Manager
Facebook Business Manager lets you manage your Facebook and Instagram pages, advertising accounts, and other applications from one place. This makes it possible to share accounts with multiple users and see all of the activity easily.
2. Create a Custom Audience
Custom audiences let you target specific groups of users with your Facebook and Instagram ads, so don't skip out on this step! We've outlined exactly how you can do it:
- In Business Manager, navigate to the "Audiences" section in the drop-down menu
- Click on "Create Audience" and choose "Website" as your custom audience source
- If you have already implemented a retargeting pixel on your page, you will be able to choose the corresponding audience. If not, you can keep it simple by going with Facebook's default option. This setting will target all of the website visitors/traffic your site received in the last 30 days.
- Finally, click on "Create Audience" and you're done!
3. Choose a URL and a Data Collection Time
In the URL field, you must select the page you want to use to convert visitors. Next, define the data collection time by asking how many days you want your users to be on your remarketing list. The shorter this timeframe, the more "fresh" the brand recall will be.
The most common options for the data collection period are 7, 14, 30 or 90 days, but, in some cases, it is possible to extend it up to 180 days. For lead generation ads, this can go all the way up to 360.
It is best to create separate campaigns for different events like purchases, product visits, and completed forms.
4. Measure Your Users Before Launching Your Campaign
After creating the retargeting lists, you will have to wait and monitor them until they contain at least 1,000-2,000 users. Then, you will be ready to launch your first campaign according to these steps:
- In the Campaign section of Ad Manager, choose "Create"
- Choose your target audience
- Select the retargeting list you want to use
- Add a campaign duration and budget
- Fill in all of the fields to create your ad
Remember that you are targeting users who already know your brand. Therefore, you can skip the introductions and focus directly on messages that will nudge them to convert.
It is also important to try out different messaging and creative and conduct A/B tests to see which ones work best.
5. Launch Your Remarketing Campaign!
You already have your campaign created, so you can launch it to start getting conversions and results right away. But watch out: your work is not done yet.
You will have to keep track of how your campaign is performing. Discontinue the least effective combinations of copy and images and allocate more budget to the ones that are performing the best.
Over time, you'll also be able to understand the best time to reach your consumers and the URLs that yield the best results. In short, never stop trying and learning!