Creating a Cart-Abandonment Remarketing Campaign Using Facebook Ads

Goal:

Launch a straightforward Facebook ad campaign targeting website visitors who almost purchased your product.

Desired Outcome:

Generate additional sales by reaching out to highly interested leads. Set up this paid campaign in under 30 minutes.

Prerequisite:

A pre-existing Facebook Pixel installed on your website.

Importance:

Remarketing campaigns are ideal for businesses with consistent website traffic. Target abandoned carts, a readily recoverable source of revenue.

Location:

Facebook Ads Manager and Google Tag Manager (for Pixel installation).

When:

When a significant number of website visitors initiate checkout but don’t complete the purchase. This campaign aims to recapture their interest.

Who:

The person responsible for running the campaign.

Environment Setup:

Note: This process requires a Facebook Pixel.

• Ensure you have access to your company’s Facebook Ads account.
• A Facebook page for your company must already be created.

Create a Custom Conversion:

• Track product purchases by creating a custom conversion in Facebook Ads Manager.
  1. Go to Events Manager.
  2. Click the “+” icon and select “Custom Conversions.”
  3. Set up a new conversion:
     • Name: “Purchased [Product Name]”
     • Data Source: Your Business’ Pixel
     • URL Contains: Thank You Page URL (post-purchase)
     • Conversion Category: Purchase
     • (Optional) Conversion Value: Product price
  4. Click “Create.”

Create a Remarketing Audience:

• Build a target audience of visitors who abandoned carts.
  1. Navigate back to Facebook Ads Manager.
  2. Click “Audiences” in the sidebar.
  3. Select “Create Audience” > “Custom Audience.”
  4. Choose “Website.”
  5. Include “People who visited specific web pages” (checkout page URL).
  6. Exclude those who visited the thank you page URL.
  7. Name the audience: “Abandoned Carts for [Product Name]” and click “Create Audience.”

Prepare Your Campaign Assets:

• Craft simple and clear ad components for your campaign.
  1. Prepare two images with dimensions of 1200 x 628 pixels.
  2. Write two variations of ad copy.
  3. Create four ad variations combining the images and copy:
     • Variation 1: Image 1 + Copy 1
     • Variation 2: Image 1 + Copy 2
     • Variation 3: Image 2 + Copy 1
     • Variation 4: Image 2 + Copy 2

Create Your Ad Campaign:

• Set up the advertising campaign in Facebook Ads Manager.
  1. Click “Create Ad.”
  2. Choose “Conversions” as your campaign objective.
  3. Name the campaign: “Remarketing – [Product Name]”.
  4. Click “Continue” to proceed to the ad set creation.
  5. Name the ad set: “Remarketing – [Product Name] – Abandoned Cart”.
  6. Select “Website” under “Conversions” and choose your custom conversion.
  7. Under “Custom Audiences,” pick the abandoned cart audience you created.
  8. (Optional) Further refine your audience by demographics or interests.
  9. Under “Placements,” start with “Automatic Placements.”
  10. Set a comfortable daily budget (e.g., $10-$20), optimize for conversions with a 1-day click window, and establish a bid cap lower than your product’s revenue.
  11. Click “Continue” to proceed to ad creation.

Create Your Ads:

Design individual ads within your campaign.

1. Name each ad: “Remarketing – [Product Name] – Abandoned Cart – [Ad Variation].”

2. Select your Facebook page and choose whether to include Instagram.

3. Choose “Single Image” as the ad format.

4. Upload an image you prepared for the ad.

5. Input your ad information: * Destination URL (with UTM parameters for tracking) * Headline * Text * Call to Action * News Feed Link Description

6. Review all ad variations for accuracy.

7. Confirm ad creation.

8. Go to the “Ads” tab and duplicate the ad you just created.

9. Edit the duplicated ad (don’t modify the campaign or ad set settings). Repeat steps 12-18 for each ad variation.

10. Continue duplicating until all variations are set up.