Users who have already been to your website or online store can be retargeted with personalised advertising campaigns. Using what you know about your consumers, you may utilise this tactic to help them go through the sales funnel and make a purchase.
In this post, we’ll discuss how to optimise your online store by using retargeting advertisements on Instagram and Facebook.
The Role of Retargeted Ads in the Purchasing Process
In order to reach out to customers at various points in the conversion process, you may leverage Facebook and Instagram to implement complex retargeting techniques.
Stage TOFU
The user has recognised a requirement and is actively seeking solutions in the TOFU (top of the funnel) phase. One common search is “get in better shape.” Currently, the most efficient strategy is to provide standard fare.
MOFU Stage
The user is at the MOFU (middle of the funnel) phase when they have a good idea of what they want and are considering several possibilities to get it. Continuing with the previous scenario, let’s say the user is seeking for local climbing walls after deciding to go climbing. In this section, you may provide them with extra tailored material.
The BOFU Stage
The BOFU (bottom of the funnel) stage indicates that the user has done their research but is still considering purchasing your goods. Offers like free trials are frequently effective, so be sure to take advantage of them.
Five Easy Steps to Make Retargeting Ads for Facebook and Instagram
Connect your Marketing Account to Business Manager
Facebook Business Manager is an all-in-one platform for managing your company’s social media presence across Facebook, Instagram, and other platforms. Because of this, several people may use the same account and view their combined history with ease.
Make Your Own Target Group
Don’t forget to create custom audiences for your Facebook and Instagram advertising so that you can reach the exact individuals you want to reach. How to accomplish this has been detailed below.
- Select “Audiences” from the Business Manager drop-down menu.
- Select “Website” from the drop-down menu labelled “Create Audience” to make a new group of targeted customers.
You can select the appropriate demographic if you have previously placed a retargeting pixel on your site. If you don’t feel like messing around with the settings, Facebook provides a default option. Using this option, you may reach all of your site’s visitors over the past 30 days. - When you are finished, hit the “Create Audience” button.
Pick a Data Collection URL and Time
Choose the landing page you wish to utilise to convert visitors in the URL box. The number of days you want users to remain on your retargeting list is the next step in defining the data collecting time. A shorter interval yields more recent brand recall.
The most popular choices for the data collecting period are 7, 14, 30, or 90 days, while extensions up to 180 days are allowed. In the context of commercials designed to generate leads, this number can reach 360.
It’s ideal to run individual campaigns for things like sales, site visits, and form fills.
Conduct User Research Prior to Campaign Launch
Once the retargeting lists have been generated, they need to be monitored until they reach between 1,000 and 2,000 persons. Then, after taking these measures, you’ll be prepared to roll out your first campaign:
- Select “Create” under Ad Manager’s Campaign menu.
- Pick your demographics carefully.
- To begin, choose a retargeting list.
- Put in the time frame and cost of the campaign.
- Please complete the form below to create your advertisement.
- Keep in mind that you’re going after repeat customers. This means you can cut out the filler and go right to the information that will encourage conversion.
It is also crucial to run split-tests to determine which forms of communication are most effective.
Get Started With Your Remarketing Efforts
You may now launch your campaign and begin receiving conversions and results immediately. However, you still have some work to do.
Your campaign’s success requires constant monitoring. Stop using the ads that use ineffective language and imagery and put more money into the ones that do.
Also, as time goes on, you’ll learn which times and which URLs are most effective for reaching your target audience. In a nutshell, you should always be open to improvement.