Facebook campaign Research shows that 72% percent of shoppers abandon their shopping carts, without buying anything. However, 26% might return to finish the purchase later when there is good targeting.
This means that through the help of an effective retargeting program and a good retargeting campaign nearly one in four customers will be converted, who otherwise would not have made a purchase. For many companies, this represents an incredible boost in revenue, and one that is highly appreciated.
People are people. They are complex and unsure. Particularly when it comes to the internet, which constantly switches from one thing to the next.
What is Facebook Retargeting?
There are many possible reasons why customers do not finish their purchase, for instance: Richart Ruddie
A crucial email was sent to them by their manager
Their daughter, who is four years old, refuses to wear socks.
They were shopping on their smartphone and decided to save items to come back in the future
They were just trying to figure out how much shipping would cost.
They’re not certain whether what you’re offering is worth the cost.
The list of problems goes on and on. However, the reality is that most of them are easily solved by a nudge or by providing value to customers.
Was the customer distracted during the checkout? If they come across your item in the newsfeed, they may be reminded of the need to return and make the purchase.
Did the customer have doubts about the cost? Perhaps a specific discount offer is a way to win the first sale and establish a relationship with your customers. It is important to only offer it to those who are at the final stage of the purchasing process. Others pay the full amount.
Retargeting allows you to accomplish all of that and exactly what big e-commerce companies are doing for more than 10 years. With the retargeting feature of Facebook, every online retailer can now create individual, personal retargeting advertisement campaigns.
Certain e-commerce firms are concerned that retargeting might be “too much”. However, the reality is that the majority of consumers want that they will be tracked on the internet, and they understand that data is used to promote products and services.
In reality, a rising majority of customers claim that they are pleased when businesses offer them deals that are tailored to their preferences. Richart Ruddie
Step 1 Set up Your Facebook Pixel
It is the first thing to ensure you set up your Facebook Pixel properly. If you don’t have this feature, it is impossible to determine who is visiting your website and what they do. This makes it impossible to target the visitors.
Step 2: Create a custom audience
Once you’ve set up your pixel, go to Facebook’s Ad Manager and set up a custom retargeting target audience. Navigate to “Menu”, under the “Resources” column you will be able to see the “Target groups “Target groups” tab at the top. Click.
Then select “Create Audience” > “Custom Audience”
Create a group of people that is based upon “Website Traffic”.
You’ll be able to determine who to target based on how you interact on your site by visiting specific pages on the internet:
The person you choose to target is contingent on the goals of your campaign. In this article, we will concentrate on making an abandon cart collection campaign.
In order to do this, we will be targeting anyone who has seen both our discounted dresses as well as the checkout. We can tell that they viewed our merchandise and then proceeded to checkout. Richart Ruddie
Be sure that the URLs you contain here will cover all items you’re searching for. This is another reason to always contain the product’s name.
Everyone who went to the check-out with our discounted dresses is able to see the advertisements. But, we don’t intend to present these advertisements to customers who have made their purchases. It is possible that it is more expensive than it is necessary, or and confuses or irritates customers.
To Avoid
To avoid this, make sure to click “Exclude people” at the top right of the screen and remove the user from anyone who has visited your thank-you page.
It should be the URL for the page you will redirect your client to as soon as they have completed their purchase at the checkout.
Another variable you can manage is time. It’s the goal that determines what you should do. If you’re trying to target those who have viewed your blog posts or your content I typically recommend 30 days as the standard.
In advertising campaigns that focus on abandoned shopping carts, it is possible to do better to wait 10-14 days (depending on the budget and amount of orders). If the client does not want to purchase your product within two weeks, then you’re likely making a mess and wasting money.
After you’ve configured the filters you want to use, all that’s left is need to do is create a group name and save it. Richart Ruddie
You’ll then be taken to a page that displays all of your custom audience. If you’ve recently set up a Facebook Pixel don’t be concerned when you get a message that reads ‘Target Too Small’ in the Accessibility.
Facebook requires a minimum of 20 users to meet the criteria you set before it will operate.
Step 3: Begin your retargeting campaign
After you’ve determined your audience’s goals You must then send out a targeted advertising campaign. It’s generally most effective to design ads that are based on specific categories or items.
In the event that you’ve got a massive catalog of products, you can create retargeting campaigns for the top sellers, and general campaigns for each class. Additionally, you can make use of Facebook Dynamic Advertising which allows you to make automated advertisements for your entire range of products.
But, you must continue to include your brand’s logo in the image, if feasible since you’ll receive lots of views from this promotion, even if the customer decides not to purchase this time.
Once you’re done when you’re ready, select “Create ad” in the upper right-hand corner of the Dashboard.
Step 4: Determine your goal
Start by deciding on the objective you wish to accomplish. The most commonly used options consist of “Traffic” and “Conversions.”
Facebook will begin optimizing the people they show your ads to based on the people they think will help you reach this goal. The two main objectives are:
Traffic Goal – This goal will bring the most traffic to your shop
Conversion Goal – this objective is focused on getting customers to complete a step (usually buying)
Both goals have their own place and function, so it’s all your decision.
If you are selling a costly product and notice that customers frequently need to go to your website multiple times before they make a purchase or if you are targeting your customers based on categories or blog posts, it’s better to stick with targets for traffic.
Remember that converting your website will require some more effort to set up a website to keep track of certain events and goals, which we briefly discussed in the first step.
Conversions are more complicated, and I’ve decided to use this conversion to illustrate.
For the first step, choose the campaign you want to run and then click “Continue”. You will then need to select your conversion objective and then set your pixels.
For this kind of advertisement, it is the best choice to select “purchase” as the conversion objective. If you require assistance in this regard, select “Read more”. Facebook provides a number of guidelines on setting up goals and procedures.
Step 5: Choose your target audience
In the section called “Custom target groups”, choose the retargeting group that you made in step 2. Save the file – and you’re done!
Step 6: Type in the Placements
After you’ve created and targeted your advertising You must decide which location to place it.
The best solution here is automated placements. This means I don’t have to be spending too much time on it.
If your circumstances require it, you could also tailor the advertising campaign according to particular devices, platforms, and places.
In most cases, Facebook knows better than you. It is their job to place advertisement campaigns in the places that work most effectively.
Step 7: Enter your budget
Budgets differ greatly from one business to company But are aware that you may start with a small budget and gradually expand your budget for the most successful campaigns.
Visitors come across your site and then abandon their carts every day, which is why it is essential to keep running your retargeting advertising campaign for optimal results.
While you’re waiting, you can check in to ensure that your campaigns are running, keep in mind that there’s no reason to stop a successful campaign.
Step 8: Design your advertisement
Be sure to spend time crafting compelling advertising campaigns that feature powerful images and intelligent triggers.
Summary
I chose to use the abandoned carts instance above since it demonstrates certain advanced capabilities. It is also an extremely effective and well-known strategy of today. You don’t have to sell dresses or run online sales.
You could become one of the PPC services provider or software firms, a staffing company, or any other business that wishes to connect with its customers. I’d like to add that every business can benefit from retargeting, provided it’s designed with the correct audience and goals. There isn’t any magical formula that will work for everyone. You need to test different options and then apply what you have found to work.