According to recent studies, 74% of all online shopping carts across the world are abandoned.
This means that roughly 3 out of every 4 people who visit your site will add something to
their cart, and then leave without making a purchase.
So how do you set up Facebook retargeting ads to recover an abandoned cart?
And how can you optimize the ad itself?
These are some really good questions which I’m going to try to answer inside this video.
Hey, this is Chia from Brand24 and today I have a few tips for you guys on how to recover
abandoned shopping carts from your website - with the help of Facebook retargeting ads.
We’re going to start simple with 3 basic points:
The first thing you want to do is install the Facebook Pixel on your site.
This is like sticking a tracking device on anyone who visits your webpage, so you can
find them later on Facebook and show them retargeting ads.
Luckily, Facebook makes this pretty easy - you can do everything yourself.
Just go to your Facebook Ads Manager, and from the menu, click on ‘Pixels’.
If this is your first Pixel, you’ll need to name it.
Once you have the code, it’s just a matter of pasting it between the tags for your
website header.
You can set up Events like ‘Add to Cart’ to track shoppers who’ve added stuff to
their carts, specify cart value and currency, or whether a special item has been added,
and then just paste the new script as an inline action or on a new page if needed.
And this is what lets you retarget your website visitors on Facebook.
The second thing you want to do is set up Custom Audiences.
Your Custom Audience is who you want to retarget on Facebook - in this case, that’s people
who have been to your website, put something in their shopping carts, but then left before
making a purchase.
Creating a Custom Audience isn’t difficult, but first you want to make sure that your Pixel
is installed.
After that, head to Audience in your Ads Manager, select “Custom Audiences” and create a
new one.
To set this up for abandoned carts, start by selecting the ‘Add to Cart’ Event.
And make sure you exclude customers who DID purchase something to avoid annoying them.
(You can definitely show retargeting ads to customers who purchased something in their carts
for cross-selling or upselling, but that’s for another video.)
Showing Facebook retargeting ads to shoppers with abandoned carts is a really good way to remind
them to finish what they started.
And, even if they just wanted to check the shipping costs or they’re still on the fence, you
know the interest is there, so a retargeting ad that offers free shipping or a small discount
might be just the push that they need to turn them into your customers.
Now, the third thing that you want to do is optimize the ad itself.
Social Media Examiner has an example of really effective Facebook retargeting from Scoro.
So, Scoro set up a Custom Audience for people who had visited one of their landing pages about
project management, and showed them retargeting ads that talked specifically about how to
manage projects.
Since their buyer cycle is a lot longer, they served those ads to website visitors from
the past 60 days, instead of the standard 30.
Scoro started with a small Custom Audience, about 2000 people, but that generated 12 leads
in the first 20 days with a 70% conversion rate.
According to data from Wordstream, the average click-through rate (across ALL industries)
for Facebook ads is .90% and the average conversion rate is 9.21%, making that 70% conversion
rate from Scoro super impressive.
And the concept behind their ad, like all the best things in life, was really simple:
minimal text, clean graphics, and a single call-to-action.
You can set up your own Facebook ads in your Ads Manager by clicking on “Create Ad”.
And then, just follow the steps that Facebook lays out for you.
Use images or video, whatever format you prefer - just remember to add the Custom Audience
that you created for that ad.
Now, when you’re designing your ads, it’s important to remember that visual ads containing
less text typically get more clicks, which makes the language and the words that you
DO use even more important.
One small but really important tip that I have for you guys when you’re creating your ads,
is to just listen to the language that your customers use when they talk about your product
- because even the way that you refer to your product might not be the same way that your
customers do, and that can make a huge difference in your communications.
For example, if you’re running ads for a sandwich chain, you’d want to know that
even though in most places, a long sandwich that’s filled with meat, cheese, and vegetables
is called a “sub”, you’d be ordering a “hero” sandwich in New York City, or
a “hoagie” in Pennsylvania, and a “grinder” in New England.
There might be some tiny distinctions, like what they’re filled with, or the type of
bread that’s used, but they’re all essentially the same thing - they're just really big sandwiches, right?
And knowing that they go by different names in different locations can help you set up
much more effective retargeting ads that will just make a lot more sense to your audience.
So, optimize your ads by listening to the language your customers use.
Google your product and all the different names that people use to refer to it - see
which variation brings up more results.
Or for information that’s just a little more revealing, use a social media monitoring tool like Brand24
to see how your customers refer to your product in their normal, everyday online conversations
whether it's in social media, public forums, or all kinds of other public venues across the web.
These are just some really quick tips on how to set up Facebook retargeting ads to recover your
abandoned carts - obviously, there are a lot of other ways you can tweak your ads - you
can throw Chatbots into the mix and have ‘em respond to comments, create a Lookalike audience
to reach new people who share similar characteristics with your custom audience, or you can add
even more parameters to really narrow it down - but remember, while hyper-targeting can
increase your Relevance Score, you also don’t want to go overboard.
For example, just because John, a 47-year old insurance salesman from Wisconsin, doesn’t
seem like someone who would be interested in purchasing any of your handmade dolls or stuffed animals,
his kids might disagree with you.
That’s it for today - if you have any questions, leave a comment below and I’ll respond to
it.
And if you found this video helpful, feel free to like it, share it, and subscribe to
this channel, so you can be notified when the next video is up - which is going to be
filled with even more tips on all things related to social media & digital marketing.
Thanks for watching, have a good one - see you later!