Instagram is fertile ground for marketers, and remarketing can be one of the best ways to leverage this powerful social media platform's incredible global reach.
Remarketing is the practice of using information you've gained by tracking people to deliver ads that are tailored to their exact needs.
For example, if someone added something from your online store to their cart but never checked out,
That identifies them as a prime target for remarketing.
They have a high likelihood of making a purchase,
And the right advertising message at the right time could be exactly what they need to make that decision.
As Instagram is owned by Facebook, remarketing techniques are similar on the two platforms, and you can use Facebook Pixel for visitor tracking on both.
Even if you're not familiar with Facebook remarketing yet, this helpful four step guide from AdEspresso explains how you can start using Instagram as part of your remarketing strategy.
While the original article has a pretty strong focus on AdEspresso's own software, this advice is still helpful regardless of whether you're using their platform.
How to Remarket on Instagram
If you’ve pursued a remarketing campaign on Facebook before, you’ll be right a home with the following procedure to initiate the strategy on Instagram. Using a combination of the Facebook Pixel and AdEspresso’s ad platform, remarketing can be a straightforward and effective tool.
Step One: Track Visitors with The Facebook Pixel (or Pixel Caffeine)
If you want to remarket, you need to target a specific audience, such as Facebook Custom Audiences. In order to implement this, you’ll need to define what this audience is, and this is where Facebook Pixel visitor tracking comes into play. Facebook outlines how to add the Facebook Pixel to your website in this handy implementation guide.
Step Two: Segment Audiences
Since your visitors likely have different interests, it follows that they should be shown different ads. Instead of simply showing all website visitors the same ad on Instagram, you should consider creating specific audiences for each ad you create.
Some examples of useful audiences are:
- Prior customers
- People who have searched for you
- People who haven’t completed a transaction
- Repeat visitors
One you have these established, you should go ahead and create ad offers that are well aligned with the expectations of each of these segments.
Step Three: Exclude Converters from your custom audience
Since you’re specifically targeting people who have not converted (e.g. made a purchased and moved to the next stage of your funnel), you should be careful to exclude them from your remarketing ads. If you fail to do this, you risk pestering loyal customers that you don’t want to alienate.
If you want to be even more intentional, you should consider excluding people who have clicked on your remarketing ads, so they don’t see the same ads over and over.
Step Four: Set Up campaign in AdEspresso
Once you’ve established your custom audience and excluded converters, the next step is to set up your campaign for in AdEspresso. The first step is to mark your ad placement as an Instagram ad. It’s very important to opt into tracking goal conversions with Facebook pixels, since the Facebook pixel is so central to remarketing on Instagram.
[image source: AdEspresso]
Once you’ve established these parameters, it’s time to design your ad to be effective to both your audience segment and the parameters of the platform.
You can learn more about using Instagram for remarketing over at AdEspresso, including strategies for designing ads that convert well.