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Do you have visitors coming to your site but not following through to buy a product or opt-in on your lead generation form? Complete this circuit by showing your ads AGAIN to this already warm traffic audience. Showing your ads to people who already KNOW you and have already visited your website will increase conversion rates drastically. Remarket everyone on Instagram that has already been to your website using these 5 simple steps!


Step 1 – Install the Facebook Pixel on Your Website

Kick off your Instagram Retargeting by installing the Facebook Pixel on your website. This pixel is an amazing tool for retargeting – it is dedicated to tracking all of the people that visit your site! With this information you will have a growing list of people who are already guaranteed to be familiar with your product. If you do not know how to install the Facebook pixel on your website, provide your website developer the code and they can do it for you.

(TIP: Use the FB Pixel Helper Google Chrome plugin tool to make sure the pixel has been placed on your website correctly).

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Step 2 – Create a Custom Audience to Retarget

The next step in Retargeting on Instagram is to create a Custom Audience to serve your ads to. Facebook allows you to select Website Traffic as the group of people to serve. This allows you to pull the visitors from the installed Custom Audience Pixel and show them your ads a second time. In order to create your custom audience of “People who visited your website within the last 180 days” you need to go into your Facebook ads manager, select “Tools” > “audiences” > “Create Audience” > “Custom Audience” > “Website Traffic” then select your customization. We recommend for starting out you choose 180 days as that is the furthest you can go back.


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Step 3 – Set up your Ad Campaign

Of course before you build your Instagram Ad campaign, you need to wait until you get people to your website for the pixel to build up. Think of it like this…every person visiting your website who has a Facebook account is being put into a room and once there are enough people in that room you can build an ad and target everyone that is in that room! Depending on how much website traffic you get on a daily basis this could take a few minutes to even a few days. As soon as you have enough people in your audience it will show “Ready” with a green dot as seen below:

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Once you have a good amount of people in your “Retargeting Audience” (We recommend at least 500-1,000 people) as we created in step 2, you are ready to create your advertising campaign! Begin to create your Instagram advertising campaign like you normally would.


Step 4 – Build Your Retargeting Ad Set

In this phase of the process you will work on the Ad Set level of your campaign. Begin by setting your designed budget and schedule your ad will operate from. Next select the “Custom Audience” you created and set Instagram as the ad’s placement. Next, ensure that your Audience has people in it by confirming your Potential Reach is larger than 20 by looking to the right side as seen below.



Make sure you select Instagram as your placement if you are using Power Editor. If you are using the normal Ads Manager, make sure you deselect everything else besides Instagram so you are only using Instagram as a placement:

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Step 5 – Design Your Retargeting Ad

Finally you are ready to design the ad your audience will physically see! Remember, your audience has already been to your website and knows who you are, they are considered “Warm” traffic NOT cold so get creative with your ads!

Select the correct Facebook & Instagram accounts and insert the destination. Then design the appealing ad that will entice your “warm traffic” to return to your site and purchase your product or opt-in on your lead capture form!

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Advertising on Instagram has worked tremendously for us at Social Vantage. We are currently building and optimizing hundreds of Instagram campaigns for a ton of our clients and the results are fantastic! Retargeting on Instagram is how you can set your brand apart from the many others that are trying to market on Instagram organically. With the steps we outlined above and some creative thinking, you can drive some amazing results using retargeting ads on Instagram whether it be for leads or sales.

I would urge you to set aside $5 – $10 a day for a week and try this for your business. See what types of results you get and share them with me below! Let me know if you have any questions I would be more than happy to help!

Marissa Esposito

About Marissa Esposito

Marissa Esposito is an Account Executive at Social Vantage. She uses her strong background in public relations, communications and marketing to drive consistent, high quality results for her clients. Marissa has a strong client portfolio that includes high level real estate agencies and business to business (B2B) restaurant clients. This Account Executive one day aspires to become a mermaid!