Have you ever wondered why, when you do a Google search for tickets to Cancun, the next day (while you read the online newspaper) you see a banner with promotions for flights to those paradisiacal beaches? We welcome you to the world of retargeting. 🙂
Retargeting, basically, is the art of doing online advertising aimed at continuing to impact users who previously interacted with a product or service related to your brand.
Today, retargeting is a very effective tool because it targets ads exclusively to people who had any contact or showed any interest in your business. This makes it easier for them to come back to your store and generally buy from you.
Through the calls cookies (a piece of code that is placed on your website and that is imperceptible to the user), potential customers receive these advertisements while browsing different pages on the Internet.
But this is just one way to do retargeting that is more related to Google and its Display Network. However, there are other ways to impact users in a similar way, such as Instagram retargeting campaigns. Let’s see them!
Retargeting: Step by Step
Here’s how to successfully create your first retargeting campaign on Instagram. Pay attention!
1. Install the Facebook pixel
The Facebook pixel (don’t worry, it’s called that but it works for Instagram too 🙂 ) is a code that is placed on all the pages of your online store and that allows you to make a tracking the actions people take on your website.
You can measure events like:
- Users who visited your store
- Users who completed a registration form
- Users who subscribed to newsletter
- Users who visited your website from a mobile device
- Etc.
This allows you to optimize the performance of your ads by telling you where to focus. Create your Facebook pixel now and add it to your online store
2. Build custom audiences
Once you have installed your Facebook pixel, through it you can create segmented audience lists according to quantitative or qualitative variables.
For example, if you have a men’s fashion e-commerce, you can target men aged 20 to 35 who live in certain locations (hard variables). That, in addition, they have visited such and such pages of your store, that they have added a certain product to their cart but have not converted (soft variables related to user behavior), etc.
So when the Facebook pixel detects a visit to your store, it will activate and notify Facebook. This can achieve the user becomes part of your custom audiencedepending on whether or not it meets the variables you detailed.
To create your personalized public you have to enter and configure it in the ‘Public’ section. Once there, select the option ‘Create audience’, then ‘Custom audience’ and choose one of the options to create your audience (from the traffic on your website, from the interactions with your social networks, etc.).
Following the example above, the correct option would be ‘Traffic on your website’ since you are going to target people who visited certain pages of your online store. Then, you fill in all the data requested by Facebook and then click on “Create public”.
Some tips to create your ideal audience:
👉 The shorter the period of the ‘All website visitors’ option, the smaller, but relevant, is going to be the target audience.
👉 Detail each visit url of your users. You have a maximum of 50!
👉 I included all the rules that you think are necessary to further segment your audience and reach those who are quality users.
3. Create an exclusive retargeting campaign
Lastly, allow at least a week to achieve a good database in your custom audience.
When you see that it is big enough (this will depend on the amount of ), set up a new campaign called ‘Retargeting’ and, there, choosing, in the ‘Public’ option, the name of your personalized audience.
Then complete the data like a conventional campaign, add the ad and that’s it! Your retargeting campaign is already active. 🙂
In this way, you make sure you direct your advertising to people who already know your brand and have shown some interest in it. A) Yes, the chances of them converting are very high!
Remember to check your ad day after day to see how it is measuring and make any necessary adjustments, whether it is changing the ad format, the text or even the budget. What is not measured can not be improved.
conclusion
Developing retargeting campaigns on Instagram can bring many benefits to your business because, in addition to directly targeting people interested in your brand, you can get to know which product do users visit more, what are their most recurrent actions (, for instance) and work to improve them.
Take advantage of your online store to install the Facebook pixel and start measuring all these events! Still don’t have your ecommerce? and try the platform free for 30 days.
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