Let’s talk about retargeting ads on Facebook and Instagram. Retargeting is an easy and effective way to get more sales from your Instagram and Facebook marketing campaigns. And the idea is to target audiences who have already been exposed to your messaging once and drive the message home by repeated exposure.
So, in this blog you will learn how to effectively execute retargeting Facebook ads and retargeting Instagram ads.
Why Engagement Retargeting Ad Campaigns Work
Before we get into how to create this type of ad campaign, you all need to understand where actually this campaign exists in the marketing funnel.
There are three possible stages of an ad funnel:
- Engagement Retargeting
- Website Retargeting
This whole step by step framework will allow you to move a person from “stranger” to “potential customer” by showing the right ads to the right people at the correct time.
And this engagement retargeting ads campaign will target the “warm” audience who have already engaged with your business on Facebook or Instagram. But the first step to this is creating custom audiences on your Facebook and Instagram page.
By targeting those warm audiences you will see higher engagement and conversion rates. Want to know, how to drive traffic to website in 2020.
1.Create Custom Audience
Now that you have set up your engagement retargeting campaign for retargeting Facebook ads. Start by creating your custom audience. Follow the below steps to easily create your custom audience profile:
- click on the main menu in Ads Manager.
- select Audience.
- click on create audience.
- select custom audience from drop-down menu.
Once you see a create custom audience window. Where you will be given multiple options of targeting people who have engaged with your business either on Facebook, or on your website.
The Facebook page engagement creation window opens next.
In this section add people to your Audience section, and select your Facebook page. Then in the engagement field where you will find six options:
- Everyone who engaged with your page.
- People who visited your page.
- People who engaged WITH ANY POST or.
- People who clicked on any CTA (Call-To-Action) button on your page.
- People who sent a message to your page.
- People who saved your page or any post.
Select the options which work for your retargeting campaign. Next is setting your audience duration. The number of days people remain in your audience list after they engage with your ad or post.
Repeat this process and create four page engagement audience. List using the same engagement conditions. Keep everything the same except the duration 90, 60, 30 and 14 days.
By creating multiple audience lists, you can determine which is most effective. Repeat this process for retargeting on Instagram. Only difference is select Instagram Business Profile as the source. Learn the top Digital Marketing success KPis to Track in 2020.
2.Create Engagement Retargeting Campaign
Once your custom audiences are created. You are ready to move on to creating the retargeting campaign. If you have larger engagement custom audiences, use the Conversion objective. And for the smaller audience lists, go with the Traffic objective first. And then switch once you start increasing the number of conversions with your retargeting ads.
To give you a rough ballpark if you have more than 50k people in your engagement audience, then start with conversion objective. And then go with optimizing for the lowest action in your funnel such as purchase. But if the number of people is less than 50k, then first go with the traffic objective and optimize for landing page views.
3.Edit Ad Set
With the edit window open. Navigate to the Ad set level of your campaign by using top navigation in the edit window or side navigation on the left hand side.
In the ad set go with the following three step process:
- choose the conversion event that you want to optimize.
- select the event which is the lowest in your sales funnel, depending on business type.
- set your budget very important factor in any retargeting ads campaign as your budget dictates your audience reach.
Monitor and analyse data while the retargeting campaign is running to make adjustments.
For example- if you are unsure of what budget you need to set at first, start with 15 INR to 20 INR per day if the audience is less than 50k.
So, the next step is to set your placement. If using the conversion objective with the lowest event action in the funnel like purchases, then go with Automatic Placements. And the reason for this is Facebook will push the optimization to the most effective placement that will have the highest quality converters- typically feeds on Instagram and Facebook.
So, if you are going with the Traffic objective while retargeting Facebook ads or retargeting Instagram ads, with a landing page view. Do not use Automatic Placements this will leave you with low-cost, low-quality visitors. KpIs in 2020.
4.Create An Ad For Your Service or Product
The final step in setting up a retargeting ads campaign is create your ad. And to do this you need to navigate to the ad level of your campaign by clicking on the ad link at the top of the main navigation on the left side of screen.
At the ad level you will see four sections:
- Create Ad
So, here in the identity section, select your Instagram profile and Facebook page from the drop down list.
And by clicking on create ad section, start building your ad. Important thing in any ad campaign is the positioning you are going for. At this stage of your remarketing ads, you are targeting your audience that already know your business. So, hence push a product or service offering.
when the ad is created make sure your Facebook Pixel is enabled in the tracking section and you can publish your campaign.
- you have created engagement custom audience for Facebook and Instagarm.
- chosen your campaign objective.
- set up ad set targeting for largest Facebook audience.
- built your offer ad.
- published campaign.
So, don’t let that lead drop from your funnel, go after it! Comment below with your questions.