How to Retarget Dropped-Off Customers (Facebook)

Introduction

Users browse through various products, shortlist them after comparing reviews and prices, and then add them to the cart. Based on these actions, the intent of the users is evident, that is, they intend to purchase the product. But, when they do not purchase the product, the question arises, what is stopping him? There can be multiple answers to this question:

  • They got distracted and the product lies in his cart.
  • They found another product that is more suitable to their needs and purchased it.
  • They are waiting for a stroke of luck—a discount coupon or a price drop.

Assuming the best case as a marketer, that is, the user got distracted, we must nudge the user to complete the purchase. 

In this article, we will create a campaign to retarget your high-intent users through Facebook Audience (paid campaign).

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Prerequisites

  • Events to track the action of a user adding an item to the cart, and related information such as the platform, searched product’s ID, name, price. To understand how to track events, refer to the Developer Guide. In this example, we will name the events as “Add to Cart” and “Order Successful”.

  • Creation of the the custom audience. Let us assume it to be “Cart_Abandonment_Users_For_Fb.
  • Integration of client's Facebook Audiences to MoEngage. For steps of integration, refer here.

Add or Remove Users from Facebook Audience

Ideally, when a user adds a product to the cart, you must trigger an engagement journey with them to bring them back to the app for completing the purchase.

Let us assume the window to be 7 days. If the user does not come back to the app even after 7 days, the next option is to target them using Facebook Audience.

When targeting users using Facebook Audience, there are two steps:

  • Add a user to an audience
  • Remove a user from an audience

Add Users to Facebook Audience

In this section, let us add users to a Facebook Audience campaign.

Step 1: Target Users

  1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign or click + Create new > Campaign.
  2. Under Audience, click Facebook.
    10.png
    You are taken to the first step "Target users" of defining your campaign.
  3. Enter the following details:
    1. Team: Select a team if your organization has teams enabled for your account. For more information, refer to Teams in MoEngage.
    2. Campaign name: Enter a name for the campaign. For example, "Add Users to Facebook".
    3. Campaign tags: Select the required campaign tags.
  4. Under User qualification criteria, select Based on trigger event.
  5. Under Select Trigger Condition, keep the filters as users who have executed Add to Cart but have not executed Purchase with a Delay time of 7 Days.
    11.png
  6. Under Target users, select All Users.
  7. Click Next to move to the second step "Audience detail" where you can define the audience.

Step 2: Audience Details

  1. Under Add or delete FB audience, select Add users to FB Audience.
    12.png
  2. From the Select/create custom audience drop-down, select the audience where you would want the redirection to segment to happen. In this example, select “Cart_Abandonment_Users_For_Fb”.
  3. Match the identifiers based on your requirement.
  4. Click Next move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

Step 3: Schedule and Goals

  1. In the Send campaign section, define when you want to start and end your campaign.
  2. In the Conversion goals section, add conversion goals that you like to track. For more information, refer to Create Facebook Audience Campaign.
  3. Click Publish.

Now, your Cart Abandonment Users will start redirecting to your Facebook Audience.

Remove Users from Facebook Audience

After the user purchases the product, he becomes a low-intent user for the time being and showing paid ads to them would be an additional cost for you. Hence, you must remove these users from the audience “Cart_Abandonment_Users_For_Fb”.

Step 1: Target Users

  1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign or click + Create new > Campaign.
  2. Under Audience, click Facebook.
    10.png
    You are taken to the first step "Target users" of defining your campaign.
  3. Enter the following details:
    1. Team: Select a team if your organization has teams enabled for your account. For more information, refer to Teams in MoEngage.
    2. Campaign name: Enter a name for the campaign. For example, "Remove Users from Facebook".
    3. Campaign tags: Select the required campaign tags.
  4. Under User qualification criteria, select Based on trigger event.
  5. Under Select Trigger Condition, keep the filters as users who have executed Purchase with a Delay time of 10 minutes.
    1.png
  6. Under Target users, select All Users.
  7. Click Next to move to the second step "Audience detail" where you can define the audience.

Step 2: Audience Details

  1. Under Add or delete FB audience, select Delete users to FB Audience.
    13.png
  2. From the Select/create custom audience drop-down, select the audience where you would want the redirection to segment to happen. In this example, select  “Cart_Abandonment_Users_For_Fb”.
  3. Match the identifiers based on your requirement.
  4. Click Next move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

Step 3: Schedule and Goals

  1. In the Send campaign section, define when you want to start and end your campaign.
  2. In the Conversion goals section, add conversion goals that you like to track. For more information, refer to Create Facebook Audience Campaign.
  3. Click Publish.

Now, your users who have made a purchase will be removed from your Facebook Audience.

Conclusion

In this use case, we created a campaign to retarget your high-intent users through Facebook Audience. These users have a greater chance of clicking your paid campaigns and making a purchase. After the user makes the purchase, the event "Product Purchased" is triggered in the user’s profile increasing their LTV. Additionally, the user is then removed from the Facebook Audience.

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