How to master Facebook and Instagram retargeting ads (for ecommerce)

Facebook and Instagram retargeting

Facebook and Instagram retargeting can dramatically improve your overall advertising ROI. There is literally no need for the typical wordy intro convincing you why.

To help you jump right into the information you need to put them to work to grow your business, I am going to be unorthodox and pop a little table of contents here, so you know what we are gonna cover and we can cut to the chase: 

  • How Facebook and Instagram retargeting ads work
  • How to know when to start retargeting your e-commerce traffic
  • Common mistakes that cause retargeting campaigns to fail
  • How to integrate retargeting into high-level advertising strategies

How Facebook and Instagram retargeting ads work

The reason most people speak about Instagram and Facebook retargeting at the same time is because they are both managed from the Facebook ads manager and utilize the Facebook Pixel. The Facebook Pixel makes it easy to track your store’s visitors and segment them based on the specific products they view on your site.

Because the retargeting audience you create has already interacted with your store and demonstrated interest, it’s possible to increase personalization. Dynamic Ads for instance, make it possible to create and serve ads showcasing the exact product a user viewed.

Customer Journey advertising
Customer Journey advertising

How to know when to start retargeting 

Despite retargeting ads’ potential, there are two frequent obstacles; the store’s current number of visitors and the price point of the products sold. 

There is not a universally agreed-upon minimum amount of traffic a store needs or an exact price point that will ensure that a store will get a ROAS boost from retargeting. But new stores with low traffic or stores with very low priced items need to approach the retargeting campaign creation process a little differently. 

What if I have low traffic?
Stores need approximately 600 visitors per week to begin retargeting campaigns. This means that before starting retargeting you will need to increase the number of visits to your page. If this is your case, check out the final section of this article for advice on growing your website traffic. 

What if I have low-cost items?
For stores that sell extremely low priced items, there are a few tricks to keeping retargeting costs effective. To ensure the Customer Acquisition Cost (CAC) is covered by the revenue of the item purchased, they could exclude visitors of low price product pages from their retargeting audiences. Or they can attempt to retarget low-cost product viewers to bundles or upsell to more expensive but similar items.

For this reason, it’s important to calculate your Break Even CAC and know how much you can spend while still turning a profit. You can easily calculate your Break Even CAC with our free online calculator

Common mistakes that damage retargeting campaigns 

The most common mistakes when building retargeting campaigns occur either during the campaign’s configuration or at the strategy level. Unpopular opinion penguin does not want you to keep making these mistakes, and your retargeting audience feels the same way…

  • Configure a limit.
    Set a maximum number of times you will show retargeting messages to each prospective customer.

  • Don’t go overboard with the budget.
    Too much budget and you’re not only going to increase your CAC but you’re going to annoy the **** out of your visitors with repetitive content.   

  • Don’t forget to sweeten the deal.
    Is there free shipping? Can you offer a discount? Are there any cool bundles they should know about? If you can’t sweeten the offer in a literal sense, sweeten it by educating them about something they may not have known. Your retargeting ads can educate on the benefits of their being: organic/hand made/durable/high-quality material/perfect for X circumstance, etc.

  • Make an intro card.
    This isn’t a set rule, and it’s related to the previous point, but retargeting with only your product catalog can be a bit boring. Making an intro card is a great way to personalize your retargeting message and show a more persuasive post to your retargeting audience.

The Brainity platform for instance, creates different campaigns for multiple desired website events. It then sets the right ad serving frequency and budget to ensure the retargeting campaign doesn’t overwhelm the audience.

The sophisticated campaign structure makes it possible to send unique retargeting messages to prospective customers, throughout their customer journey

How to integrate retargeting into advanced advertising strategies

Even though this article has focused on personalized product retargeting, it is most powerful when integrated into a cohesive advertising strategy. At Brainity we see the biggest benefits for our e-commerce clients when they do customer journey advertising, that blends prospecting and retargeting.

Customer journey retargeting means sending different ads depending on what stage the customer is at in their buyer journey. For instance, you can build a segmented audience and send personalized messages from visitors that:

  • 1. Read your content
    2. Check out your catalog
    3. View a specific item
    4. Abandon their cart

Every action taken by a prospective client helps to identify their interests and gauge their readiness to make a purchase. The Brainity platform makes it is easy to create segmented campaigns that send different, contextual, and personalized ads based on those actions.

But it’s only possible to take advantage of the increased purchase rates of retargeting if you have enough visitors to retarget. Which is why the Brainity platform also balances your budget between campaigns to reach new audiences and retarget. It analyzes your store’s campaign performance and correctly allocating spending between each campaign.

With sophisticated customer journey advertising and intelligent budget allocation, Brainity makes sophisticated advertising easy. Not only attracting new traffic, but retargeting interested prospects and taking advantage of every opportunity. 

Check out our latest case study with the sports equipment e-commerce store Velites and find out more.

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