Goal
To create a simple Facebook ads campaign that targets those who almost purchased your product
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SOP-007
Create a Cart-Abandonment Remarketing Campaign with Facebook Ads
Create a simple Facebook ads campaign that targets those who are closest to purchase and start generating more sales by marketing to your most qualified leads
Type
SOPs · PDF
Execution time
20-30 minutes
Last updated
21 June 2024
Who does this
The person responsible for executing the campaign
Length
23 pages
Comes with
From Leads to Sales: Funnel Building 101
Ideal outcome
You start generating more sales by marketing to your most qualified leads by investing under 30 minutes of your time in setting up a paid campaign
Why it matters
Remarketing campaigns are perhaps the first type of paid campaign you should start running if you already have consistent website traffic. Cart abandonments are easy-to-capture revenue opportunities
Before you start
You can only do this once you have already installed the Facebook Pixel on your site
Key steps 36 steps
What is inside 41 headings
1 Environment Setup
2 Create a Custom Conversion 6
- Open your Facebook Ads Manager click on "All tools" on your sidebar and then "Events Manager".
- Hover your mouse to the sidebar and click "Custom Conversions".
- Click "Create Custom Conversion" to set up to set up a new conversion:
- You will get a success message, click "Done".
- You will see your custom conversion with a "No Activity Yet" (or "Inactive") notification under "Status".
- Visit the thank you page on your browser to activate the custom conversion. Then, refresh the Facebook Ads Manager page and the status should have changed to "Active".
3 Create a Remarketing Audience 7
- Head back to your Facebook ads manager.
- Click the sidebar drawer and select "Audiences".
- Click "Create audience" and select "Custom audience".
- Choose "Website" from the options available and click "Next".
- Select to include "People who visited specific web pages" instead of "All website visitors" and write the URL for your checkout page under the URL field.
- Next, click on "Exclude" and select to include "People who visited specific web pages" instead of "All website visitors" and write the URL for your thank you page under the URL field.
- Give your audience a name like "Abandoned carts for [name of your product]" and click on "Create Audience", you will get a success message. Click "Done".
4 Prepare Your Campaign Assets 3
- Prepare 2 images to use for the campaign, with the following specifications:
- Prepare 2 versions of ad copy.
- These will be the versions or variations of your ads:
5 Create Your Ad Campaign 20
- Under "Audiences" in your Facebook Ads Manager, select the custom audience that you've created earlier and "Create Ad" under "Actions".
- For "Campaign Name", use the following nomenclature: Remarketing -[Product name]. Under "Special ad categories", you may leave it empty if your ad category does not fall under ads for credit, employment, housing, social issues, election, or politics.
- Choose "Sales" as your campaign objective.
- [Recommended] Campaigns with either Sales, App promotion, Engagement, Leads and Traffic objective can create an advantage+ catalog ads. It helps to retarget your website or mobile app shoppers to remind them of items they viewed but didn't buy.
- [Recommended] to create A/B test with different ad format variations. You may also consider switching on "Advantage campaign budget" to improve the campaign performance in real time to ad sets with a set budget amount.
- Next, set the "Ad set" name to "Remarketing -[Product name] Sales" and select "Website" under "Conversion". Remember to choose the custom conversion you've recently created under "Conversion event".
- Next, set your budget and schedule with an end date to run the campaign.
- Under "Advantage+ audience", choose the custom audience you've recently created.
- Under "Placements", you can start with "Advance+ placements" and then click "Next".
- For "Ad Name", use the following nomenclature: Remarketing - [Product name] - Abandoned Cart - [Ad variation].
- Select your Facebook and Instagram page from the dropdown.
- Next, select "Manual upload" and "Single image or video" ad format.
- Next, include an ad source/website link where it includes more information about your ad. This helps Meta technology to inspire an action.
- Upload one of the images/videos that you prepared for the ad and include primary text, headline, description and a call-to-action.
- Under "Destination", include your website link and display link. This will direct the audience to the sales page/landing page you have on your website. It is also recommended to include a call button such as Whatsapp.
- If you target countries with multiple languages, add more languages as seen below. Set up your Facebook pixel and apply it for your campaign tracking purposes.
- Switch on "Ad preview" on your right and scroll through the different ad variations to verify that everything looks ok before you click "Publish".
- Click on the "Ads" tab within the Ads Manager and hover over the ad you've just created and click "Duplicate".
- Don’t make changes to the Campaign or Ad Set by duplicating a number of the original campaign, and click to edit the Ad. You will need to repeat steps 12-18 to set up a new ad variation/ad formats or creatives.
- You may want to consider editing the ad name to V2,V3,V4 etc whenever you've duplicated the original campaign.
The document 23 pages
The file is locked
It comes with From Leads to Sales: Funnel Building 101, or with the full library.
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