Retargeting Your Audience with Instagram Ads
Unfortunately, a customer’s path to purchase is rarely straightforward. They may take weeks, if not months, revisiting your website before finally making a purchase. Therefore, marketers need to get creative with ads to give prospective customers a better incentive to go back and buy. That’s where retargeting ads come in. Retargeting ads are an online advertising strategy where ads are shown to people who have already visited your website or people who have provided contact information. These ads are specific to content that your prospective customer has viewed on your website, making them more relevant to their shopping experience. While there are many platforms that can be used to retarget your audience with targeted advertising – including other websites, email, Facebook, Twitter, LinkedIn, and more – Instagram is one of the most popular sites.
Retargeting Ads on Instagram
With a business reach of over 800 million users, there is an ocean of prospective customers needing that extra push to make a purchasing decision. With a range of ad types available – from a photo, to video, story, carousel, sponsored posts, and more – marketers are given an abundance of freedom when planning their retargeting ads. Apart from the variation in ad type, one of the most beneficial aspects of Instagram is its ability to target audiences, or in this case, retarget them. Instagram provides targeted options based on location, demographics, interests, behaviours, contact details you’ve already obtained, similar audiences, and automated targeting (Instagram quickly creates an audience for you). So, with all of these different options, how do you actually retarget audiences?
How to Retarget Audience on Instagram
- Install the code
The first thing you’ll need to do is embed Facebook Pixel onto your website (Instagram is owned by Facebook, hence the relevance). This is a piece of JavaScript code that allows you to track user activity on your website.
- Create a custom audience
After you’ve installed this code into the HTML of your website, you’ll need to create a custom audience. You can create this audience based on data you already have from checking your website analytics, or from contacts you’ve obtained, or whatever information you have (phone numbers, user IDs, emails, etc). It’s important that you create your audiences with a specific action in mind that you’ll want your audience to take.
- Set up a new campaign
Choose your objective, set your budget, select your schedule, and choose your custom audience.
- Launch
Once you’ve uploaded all of your creative assets, you can preview your ads. If you’re happy with the way they appear, then all that’s left to do is launch!
Retargeting your audience with Instagram ads isn’t as hard as it sounds, but it does take time to carefully examine website analytics and plan the right strategy. For business owners, it’s enough work having to run a business without even thinking about marketing strategy. That’s why sometimes it’s best to call in the experts.
Anchor Digital is a Brisbane-based digital marketing agency that uses a holistic approach to digital marketing. Utilising a broad range of marketing platforms, from social, to search and email, Anchor Digital precisely knows how to present your business to the right audience. Get in touch for a consultation today.
