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Retargeting

Lesson 25 from: Instagram Ads Fundamentals

Sharon Lee Thony

Retargeting

Lesson 25 from: Instagram Ads Fundamentals

Sharon Lee Thony

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Lesson Info

25. Retargeting

Lesson Info

Retargeting

retargeting is another way that you can use targeting tools to move users down the marketing funnel, getting them closer to a conversion to create a retargeting campaign on instagram? You can run traffic adds to them and bring them to a website, then re target them with content that they've seen by creating a custom audience for website visitors to a certain page. Here's a case study of how a travel agency used the facebook pixel to reach their audience. An account called beautiful destinations, showed four different locations in the world. All gorgeous. And they posed the question, what's your dream vacation on the screen? You'll see that there's a picture of Vegas, Rome Cancun and Sedona. If you had picked Vegas, you would be driven to the las Vegas tourism website. What happens in Vegas stays in Vegas? As you can see A week later, they? Re targeted anyone that visited this website from those ads with another carousel ad and this time that ad had four images that were specific to act...

ivities that you could do in Vegas. So as you can see here, it says, explore Las Vegas, play the slots, enjoy fine dining and spectacular shopping. Those images. These images right here linked to actual venues and places in Vegas. So the slots image linked to an actual casino. The dining image led to an actual restaurant and the shopping one led to a mall in Vegas and those customers were then taken to a specific business in Vegas with whom they could interact. So this is a very powerful way to be able to again move people down the funnel first. It was just where do you want to go and then it was within that city, what would you like to do and then specifically depending on what you choose to do. You were then connected directly with the business that could provide that service for you. What's important about retargeting is to know when to stop. So retargeting is highly effective if you're serving a message that's relevant, timely and compelling. It's also been proven to work when a user abandons the website in the middle of their transaction. This is again the classic red shoes example that follows you around the web site. However, after a while running the same ads to remind customers of your brand or business can get annoying and is a waste of money if they don't take action. One way to determine how long you should run. A retargeting ad is to look in google analytics to determine the average time lag between the first time a user visits the website to the time that they actually convert. So this will differ for every single client and every single company. But if you're a company like Tesla where a purchase requires a lot of consideration and planning maybe your ideal retargeting window for that purchase would be somewhere between 6-18 months. Most companies however, will see that their average target time lag is usually less than a week. So if they've been to your website looking for your product, most e commerce companies will usually see a conversion within seven days.