In a final post of this series of Facebook Ads for Ecommerce, I wanted to share my best retargeting ads that have been a large source of revenue for my store. This post will share less about what the ads say and offer (I actually don’t think that is very important for retargeting) and more about the segment of potential customers I’m trying to reach, as well as why they work.
Before we get started, I highly recommend you check out the other posts in this series, before reading this one, if you want to get the full picture on how I use Facebook Ads to grow my business and drive most sales.
- How to create an irresistible offer
- Create the perfect Facebook ad
- Ads creation process from scratch
It’s worth noting that right now, my budget ratio for retargeting ads to target ads is about 20/80. I don’t know if this is the magic number or even what experts recommend, but it’s what has worked well for me. It might be high compared to most other campaigns I’ve seen, but a lot of what I’m doing is direct-response marketing. This means, a lot of clicking-through to see the sexy offer but a lot of drop-off too. This is not to say my conversion rate is low (it’s very high on my store!), it’s just I get a lot of traffic to justify a higher retargeting budget.
Dynamic product ads
Dynamic product ads retarget visitors with the last product they looked at before leaving your store. That’s why it’s dynamic. Instead of retargeting an audience with a static ad, the ad they’re shown is unique to them and contains the last product they viewed on your store. It’s a great place to offer a discount or coupon to help make their buying decision easier.
How to create it: I’ve found the easiest way to create these types of ads in Shopify, is to use an app such as Shoelace. You can certainly do it yourself and save a few bucks a week, if you wanted to. To do it yourself, upload your product catalog to Facebook. Shopify makes this easy with several apps. Create a new campaign with the objective being Product catalog sales. Under the Ad Set, and Audience, choose Viewed or Added to Cart But Not Purchased. I like to do in the last 14 days.
Add to cart
My store gets A LOT of Add to Carts. Customers will add products to their cart and simply leave my store. Most don’t initiate checkout, and a majority never fill out an email in checkout to allow me to send abandoned cart emails. This is where Facebook can work its magic and show ads to customers that show intent but leave the site. Maybe they didn’t have time to complete their purchase or they were on a mobile device. Whatever the reason, I want to remind these customers.
How to create it: Upload your product catalog to Facebook. Shopify makes this easy with several apps. Create a new campaign with the objective being Product catalog sales. Under the Ad Set, and Audience, choose Added to Cart But Not Purchased. I like to do in the last 14 days.
If you’re getting a lot of organic traffic to blog posts, a great idea is to retarget these visitors with your best-selling products. A lot of visitors will find your posts organically, read the content, then leave without ever knowing your store exists. However, if you sell relevant products, it’s a great audience to target.
How to create it: Create a custom audience for visitors of your blog, usually, for those that visit a link that contains /blog/. Create an ad that targets this custom audience. Carousel ads showing off various products has worked well for me.
Engaged with page but didn’t view content
Most of my ads get a ton of engagement. People tag their friends, like the post, but never actually click the link in the ad. This is a massive audience I have the opportunity to retarget and show other offers to.
How to create it: Create a custom audience for those that have engaged with your page. Also create a custom audience for those that have visited your website in the last 180 days. You’ll want to EXCLUDE this audience. This way, only people who have engaged with your Page but NOT visited your store will see this ad. As for the ad itself, it’s a carousel ad that shows off my best-selling products.
Unlike retargeting visitors that add to cart, this retargets visitors that have initiated checkout but abandoned their cart. I’ve only started testing this, as I’ve let emails handle my abandoned carts, but this is a good retargeting segment to test on Facebook.
How to create it: Create a custom audience for Initiate Checkout conversions and a custom audience for Purchase conversions. Upload your product catalog to Facebook. Shopify makes this easy with several apps. Create a new campaign with the objective being Custom Combination. Target Initiate Checkout and exclude Purchase.
I recommend starting with Dynamic Product Ads first, if you don’t have any retargeting ads going in Facebook yet. It’s probably the best place to start, to begin recovering some of your ad spend on other campaigns, or simply dipping your toe into Facebook ads.
The more traffic you get, the better they work. Retargeting ads aren’t magic but you will find they may be the highest ROI campaigns you run. However, if you’re running cold traffic ads, it’s important to remember they get some of the credit for bringing that traffic to your store in the first place to be retargeted. That’s why it’s so important to learn about first-click attribution and see which ad customers came from, before converting after clicking your retargeting ad.