Neal Schaffer defined retargeting as “an effective digital advertising method where potential customers are targeted with specific ads crafted from their online behaviours”. This simply means that online users’ activities are tracked so that one can target their search interests when advertising.
For instance, if you are always searching for schools in the UK, there is a high chance that when such schools run ads for admissions and scholarships, you get to see them. If you go to eCommerce stores like Jumia and Konga and often search for handbags, you will most likely see handbag ads from these websites. This is what retargeting entails.
Customers are retargeted across different platforms. One of which is Instagram. In this article, I will try to explain certain steps you should take to retarget customers on Instagram.
Define your retargeting goals
To be successful in this process, you must first define your goals. What do you want to achieve with these ads? Your goal could be to retarget already existing customers to make more purchases.
It could be to grow your email list and bring new customers into your sales funnel. Whatever your goal is, it should be defined from the onset, so you can know the next steps to take.
Use Facebook pixels
Facebook pixels, like Google pixels, help identify a specific audience’s actions. This aids in retargeting them, as their online behaviours are tracked. Add a Facebook pixel to your website and ensure you log in to the Instagram account you want to use for your retargeting ads.
Create a custom audience
This is just like running an ad for the first time. You need to tell the AI what kinds of people you want your ads to retarget. You should have a buyer persona which shows exactly who your audience will be.
Target users that have searched for your product or similar ones. Also, target those with previous interactions with your website and account, such as your past customers.
Design your campaign
Designing your ad campaign involves creating your copies and your graphic images. Depending on the form you want to take, you can use videos, graphics or written content for your retargeting ad. At this stage, you are to professionally write your ad copy. Have a storytelling approach which will appeal to your audience. Let your graphics be beautifully designed and your videos are captivating. Make sure you do not compromise your quality for any reason.
At every stage of the buyer’s journey, you must guide them through. One of the ways to do this is retargeting. Let them know you have them in mind. Don’t be too salesy; you’d have them hungry for what you offer.Featured Image Source: Marketing Edge
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