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Maximize Your Advertising ROI with this Budget-Friendly Retargeting Strategy

Published on: November 17 2023 by Andrew Hubbard

Maximize Your Advertising ROI with this Budget-Friendly Retargeting Strategy

Table of Contents:

  1. Introduction
  2. The Downfall of Retargeting with Facebook and Instagram Ads
  3. The Rise of Instagram Reels
  4. Leveraging Instagram Reels for Organic Reach
  5. Building Momentum with Regular Reel Posts
  6. Moving Viewers to Your Email List
  7. Creating a Custom Audience Using Reel Viewers
  8. Setting Up a Leads Campaign
  9. Optimizing Your Ad Set
  10. Monitoring and Refining Your Campaign
  11. Conclusion

Introduction

Retargeting website visitors has long been a popular strategy for generating low-cost leads and sales through Facebook and Instagram ads. However, with the introduction of iOS 14.5 and Apple's App Tracking Transparency (ATT), the effectiveness of this strategy has taken a hit. The match rate on website visitor custom audiences has significantly dropped, making it difficult to retarget a large percentage of your website visitors. But fear not, there is a better way to retarget warm audiences in the current landscape – Instagram Reels.

The Downfall of Retargeting with Facebook and Instagram Ads

Before we dive into the power of Instagram Reels, let's first address the challenges faced with retargeting website visitors using Facebook and Instagram ads. With the implementation of iOS 14.5 and ATT, the match rate on website visitor custom audiences has dramatically decreased. This means that only a small percentage of people who visit your website can be added to custom audiences and retargeted across Facebook's range of platforms. As a result, the once-effective strategy of retargeting website visitors is no longer as fruitful as it once was.

The Rise of Instagram Reels

While the decline in retargeting efficiency on Facebook and Instagram is disappointing, Instagram Reels presents a new opportunity for reaching warm audiences. Instagram currently favors Reels over all other types of content, giving it a significant advantage in terms of organic reach. When you post an Instagram Reel, you can expect to reach more people across the platform compared to other content types. With the right content and strategy, the potential for organic reach through Instagram Reels is unprecedented.

Leveraging Instagram Reels for Organic Reach

Considering the organic reach potential of Instagram Reels, it's crucial to incorporate them into your marketing strategy. Although you may have a modest following on Instagram initially, the reach of your Reels can far surpass the number of followers you have. This provides an excellent opportunity to get your message in front of a much larger audience and increase your brand visibility.

Building Momentum with Regular Reel Posts

To fully leverage the power of Instagram Reels, it's important to post them consistently. It's not uncommon for some Reels to perform exceptionally well, while others may not resonate as strongly with your audience. The key is to stick with it and post Reels on a regular basis. Aim for at least three posts per week to maintain momentum and optimize your organic reach potential. As you continue to create and share Reels, you will naturally improve your content creation skills and better understand what resonates with your audience.

Moving Viewers to Your Email List

Once you start gaining traction and getting views on your Reels, it's time to transition those viewers into prospective customers. The goal is to get them onto your email list, where you can engage with them further and potentially convert them into paying customers. To achieve this, you'll be utilizing the power of Facebook's ad platform in conjunction with the data from Instagram Reel views.

Creating a Custom Audience Using Reel Viewers

To retarget the viewers of your Instagram Reels, you'll need to create a custom audience in the Facebook Ad Manager. This custom audience will include everyone who has recently viewed your Reel videos. By targeting this specific audience, you can ensure that your ads reach those who have already shown interest in your content.

Setting Up a Leads Campaign

With your custom audience in place, it's time to set up a leads campaign. The objective of this campaign is to turn your Reel viewers into email subscribers or leads. You'll be running ads that promote a free opt-in or lead magnet to entice viewers to join your email list. By directing them to an opt-in form on your website, you can capture their contact information and continue to engage with them through email marketing.

Optimizing Your Ad Set

When setting up your ad set, ensure that you choose the appropriate conversion location, such as your website, as that's where the opt-in form resides. Select the custom audience you previously created to target your Instagram Reel viewers. It's also crucial to exclude those who have already opted into your email list, as targeting them would be redundant. Monitor your lead costs over a four to five-day rolling average to avoid excessive spending and detect signs of ad fatigue.

Monitoring and Refining Your Campaign

Once your leads campaign is live, it's vital to monitor its performance closely. Keep an eye on your lead costs, frequency scores, and overall reach. If your lead costs start rising, it may be a signal of ad fatigue. Consider pausing the ads temporarily or refreshing the creative and copy to reignite interest. Continuously refine your campaign based on the data and insights you gather to maximize results.

Conclusion

While retargeting website visitors may no longer be as effective as it once was, the rise of Instagram Reels offers a new and exciting opportunity for marketers. By leveraging the organic reach potential of Reels and intelligently retargeting viewers, you can generate low-cost leads and nurture warm audiences to become paying customers. Incorporate Instagram Reels into your marketing strategy, regularly post engaging Reels, and focus on building an email list for long-term engagement and sales growth.

Highlights:

  • The decline in retargeting effectiveness with Facebook and Instagram ads due to iOS privacy changes
  • The rise of Instagram Reels as a powerful tool for organic reach
  • Leveraging Instagram Reels to reach warm audiences and increase brand visibility
  • Consistently posting Reels to build momentum and optimize organic reach
  • Transitioning viewers to your email list for continued engagement and potential sales
  • Creating a custom audience in the Facebook Ad Manager using Reel viewers
  • Setting up a leads campaign to turn Reel viewers into email subscribers
  • Optimizing your ad set to target the right audience and monitor lead costs
  • Monitoring and refining your campaign to maximize results and avoid ad fatigue
  • Instagram Reels as a low-risk strategy for generating cheap leads and sales growth

FAQ:

Q: How can I retarget website visitors effectively after iOS 14.5? A: With the decline in retargeting effectiveness due to iOS 14.5, it's recommended to leverage Instagram Reels for organic reach and retargeting warm audiences.

Q: How often should I post Instagram Reels? A: Posting at least three Reels per week is recommended to maintain momentum and optimize organic reach potential.

Q: How can I capture Reel viewers' information? A: By running a leads campaign and directing viewers to an opt-in form on your website, you can capture their contact information and add them to your email list.

Q: How can I monitor the performance of my leads campaign? A: Keep an eye on lead costs, frequency scores, and the overall reach of your campaign. Adjust your strategy based on the gathered data.

Q: What should I do if my lead costs start rising? A: Rising lead costs may indicate ad fatigue. Consider pausing the ads temporarily or refreshing the creative and copy to re-engage your audience.

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