Introduction

When users browse through various products, compare reviews and prices, and add the selected items to their cart, marketers understand that they intend to purchase. However, many reasons prevent users from purchasing the products. Assuming they got distracted, we must nudge them to complete the purchase. Facebook ads are an effective way to retarget them.

Advantages of retargeting customers using Facebook Audience

• Reaches a pre-qualified audience: Retargeting focuses on people who have previously interacted with your website, app, or Facebook page, meaning they are already familiar with your brand and potentially interested in your products or services.
• Increases conversion rates: By reminding potential customers of your offerings, retargeting can nudge them towards completing a purchase or taking the desired action.
• Enhances brand recall: Retargeting campaigns help keep your brand on top of users' minds, especially for those who may have left your website without making a purchase.
• Cost-effective advertising: Targeting a specific audience that is already familiar with your brand can lead to higher ROI and lower advertising costs than general advertising.
• Personalized ad experiences: Retargeting allows you to create dynamic ads that show users products or services they've previously viewed, enhancing the user experience and increasing engagement.
• Mobile-first approach: Most Facebook users access the platform via mobile devices, making Facebook ads a natural fit for mobile-first marketing strategies.

We will achieve this use case by creating a Facebook Audience campaign to retarget your high-intent users.

Expected Result

Users who abandon their carts will be added to your Facebook Audience and removed once they complete a purchase.

Add or Remove Users from Facebook Audience

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

For example, if the user does not return to the app after 7 days, the next option is to target them using Facebook Audience.

This use case will be accomplished by following these steps:

• Step 1: Add users to the Facebook Audience
• Step 2: Remove users from the Facebook Audience

Step 1: Add Users to the Facebook Audience

In this section, we will add users to a Facebook Audience campaign.

Step 1.1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Audience, click Facebook.
   
   You are taken to the first step, Target users.
4. Define your campaign with a name and tags.
5. Under User qualification criteria, click Based on a trigger event. Selecting this will trigger the campaign upon the user performing a specific event.
6. Under Select Trigger Condition, define the condition to be users who have added the product to the cart but have not made the purchase with a delay time of 7 Days, as shown below:
   
7. Under Target users, click All Users.
8. Click Next to move to the second step, Audience detail, where we will define the audience.

Step 1.2: Audience Detail

1. Under Add or delete FB audience, click Add users to FB audience.
   
2. In the Select/create custom audience list, select the audience to which the segmented users will be added. In this example, we will select Cart_Abandonment_Users_For_Fb. For more information on creating a custom audience, refer here.
   This list displays audiences for the default ad account ID configured in the Facebook Audience settings page. For more information, refer here.
3. In the Identifiers section, select the identifiers based on your requirements. Facebook will match the users based on the selected identifiers. For more information, refer to Match Identifiers.
4. Next to move to the third step, Schedule and goals, where we will define the campaign's schedule and goals.

Step 1.3: 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 would like to track. For more information, refer to Create Facebook Audience Campaign.
3. Click Publish.

Now, your users who have abandoned their cart will be redirected to your Facebook Audience.

Step 2: Remove Users from the Facebook Audience

After purchasing the product, the user temporarily becomes low-intent. Displaying 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. In this section, we will remove users from a Facebook audience campaign.

Step 2.1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Audience, click Facebook.
   
   You are taken to the first step, Target users.
4. Define your campaign with a name and tags.
5. Under User qualification criteria, click Based on a trigger event. Selecting this will trigger the campaign upon the user performing a specific event.
6. Under Select Trigger Condition, define the condition as users who have purchased the product with a delay time of 10 minutes, as shown below:
   
7. Under Target users, click All Users.
8. Click Next to move to the second step, Audience detail, where we will define the audience.

Step 2.2: Audience Detail

1. Under Add or delete FB audience, click Delete users from FB Audience.
   
2. In the Select/create custom audience list, select the audience from where the users are to be deleted. For this example, select Cart_Abandonment_Users_For_Fb.
3. In the Identifiers section, select the identifiers based on your requirements. Facebook will match the users based on the selected identifiers. For more information, refer to Match Identifiers.
4. Click Next to move to the third step, Schedule and goals, where we will define the campaign's schedule and goals.

Step 2.3: 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 would like to track. For more information, refer to Create Facebook Audience Campaign.
3. Click Publish.

Now, the users who have purchased a product 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 are more likely to engage with your paid campaigns and make purchases. After the user makes the purchase, the event Payment Success is triggered in the user's profile, increasing their LTV. Additionally, the user is then removed from the Facebook Audience.