Entrepreneurs in various business sectors in our market are more than plentiful, creating high competition across different industries. This is where the battle for customers begins: different ways of attracting them, various advertising options, and fierce competition for top positions in search engine results.
Does this increase the chances of a user visiting your website? – Yes.
But will they make a purchase? – No.
A good number of visitors does not guarantee high sales, but that doesn't mean your website's promotion or technical aspects are flawed. Unfortunately, a very low percentage of visitors actually make a purchase after visiting a site. Ignoring this and failing to take additional action is not the right approach, especially when competitors may be able to address and solve this issue. What stops you from becoming such a competitor?
The solution is to find more points of contact with users who can become direct buyers. A suitable and proven tool for this is launching targeted ads on social media, particularly remarketing on Facebook and Instagram. Let's take a closer look at what this is and how to work with it.
What is Remarketing?
In simple terms, retargeting/remarketing is advertising aimed at users who have previously visited your website, mobile app, or social media page. It’s a powerful tool that re-engages users, reminds them about the product or service they previously viewed, and motivates them to make a purchase.
You’ve probably noticed, for example, on Instagram, that after showing interest in a product and viewing it on various pages, you frequently come across similar ads. As you may have guessed, this is no coincidence; it’s the work of the same remarketing we’re discussing today.
In most cases, remarketing campaigns are far cheaper than traditional ads and, more importantly, use your advertising budget more effectively.
Retargeting is a powerful internet marketing technique. You can explore popular, effective strategies in internet marketing by reading our article on Modern Digital Marketing Methods.
Remarketing Goals
Let's highlight two main goals of retargeting:
- Conversions – motivating users to make a purchase;
- Traffic – reminding customers about your product or service so they return.
Are you familiar with the situation where you’re browsing, adding items to your cart, thinking about it, comparing options, and then either hesitating or forgetting about the purchase entirely? This type of advertising helps in these scenarios, reminding users and encouraging them to return to complete that unfinished purchase.
It works especially well if there's a promotion or discount on the specific product category the users showed interest in – this will be a winning option.
Advertising in Action: How Retargeting Works
When promoting your website, you achieve good traffic—this isn't a sale, but it’s still a significant advantage. The information about visits is stored in the browser’s database (Cookies) of the visitor (i.e., your user).
To use the retargeting mechanism, all you need is to install a Facebook Pixel on your website—a small piece of code. This pixel helps identify the visitors of your website as specific users. It will generate information and understand what each user was interested in.
Examples of Retargeting Elements:
- ⦿ Video
- ⦿ Product Collection (Carousel)
- ⦿ Banner
- ⦿ Post
Any of these options will display the exact product the user previously showed interest in, increasing the chances that they’ll eventually make a purchase.
Retargeting on Instagram and Facebook
Different types and a large amount of advertising are used on Instagram because it’s difficult to surprise, attract, and retain customers there due to the immense competition. By using this advertising mechanism on social media, you can increase both sales and the size of your target audience. Retargeting ads can be placed in Stories, posts, Reels, inserts, and other Instagram tools.
What Unresolved Issues of Your Brand on Instagram Can Remarketing Solve:
- ⦿ Reducing the number of abandoned carts by customers;
- ⦿ Notifying relevant users about upcoming promotions, discounts, and events;
- Also useful for retaining loyal customers;
- ⦿ Reminding specific users about products.
Dynamic retargeting is ideal for this.
We previously discussed other popular advertising methods on Instagram in the article How to Advertise on Instagram – Tips for Promoting Your Business on Instagram.
The Retargeting Funnel
The so-called retargeting funnel (sales funnel) consists of planned ads that the user sees sequentially—one after the other. The user cannot see the next ad until they’ve viewed the previous one (i.e., the ads follow in a specific chain).
In this strategy, it’s crucial to create an effective advertising concept, so that each subsequent ad generates more interest, leading the customer to convert.
Conclusion
To grow your potential customer base and increase direct sales on your website, it’s essential to use all available advertising options. Don’t rely on just one method, hoping it will bring you results. Instead, develop a comprehensive marketing strategy and act holistically.
To learn more about integrated internet marketing, check out our article on Comprehensive Internet Marketing – Tools and Advantages for Business.
If you haven’t previously included retargeting in your marketing strategy, now you understand that it’s effective and necessary. You aren’t adding any risks or significantly increasing the budget for your advertising campaign. In fact, you’ll be able to quickly and economically improve your sales flow.
Intent Solutions offers comprehensive internet marketing services and can help develop a tailored advertising strategy for your business, bringing it to a new and, most importantly, stable level.
We focus on business, efficiency, and results. We focus on the client.
For consultations and pricing details, message us through the available messengers.
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