Facebook Messenger Bot Retargeting Strategies
Studies show that 72% of online shoppers will abandon their carts before making a purchase. However, 26% of them will return to complete their purchase later – if they are retargeted.
This means that setting up good retargeting campaigns can recover nearly 1 in 4 of every lost sale due to cart abandonment. That’s a huge revenue boost I’m sure you would like to reap.
Step 1: Install Your Facebook Pixel
The first step is to make sure you properly install your Facebook Pixel. In early 2017, Facebook replaced their old tracking and conversion pixels, so even if you’ve done this in the past, make sure you have the updated code.
Without this pixel, you won’t be able to track who’s visiting your site and how they’re behaving. So, it will be impossible to retarget them.
To set up your pixel, go to Menu > Pixels
Then you’ll need to decide how you’re going to install the pixel on your site.
Facebook currently integrates with BigCommerce, Google Tag Manager, Magento, Segment, Shopify, Wix, and WooCommerce. If you’re using any of these, simply select your platform and follow Facebook’s step-by-step instructions.
If not, Facebook still makes installing the pixel easy on any site. All you need to do is copy and paste the code between the <head> tags on your site. Most platforms should provide simple instructions on how to edit this section.
Once you find it, just paste the code. It’ll look something like this…
Pro Tip: Download the Facebook Pixel Helper plug-in for Chrome to check your site and make sure everything is installed correctly.
If you still need help, check out Facebook’s guide on Facebook Pixels.
Step 2: Create Your Audience
Once you have your pixel set up, head over to Facebook’s Ad Manager and create a custom audience to retarget. Go to Menu > Audience.
Then select Create Audience > Custom Audience….
Then create an audience based on “Website Traffic.”
You’ll then be able to target people based on how they interact with your website by visiting specific web pages:
Who you’re targeting will depend on your campaign goals.
Who you targeting will depend on the goals of your campaign.
This should be the URL of whatever page you direct customers to after they complete checkout.
The other parameter you can control here is time. It depends on your goal. If you’re simply retargeting people who viewed your content or blog posts, the default 30 days might be good.
However, cart abandonment ads might be better served by 10-14 days. If the customer still doesn’t want to purchase your product after two weeks, you’re probably only annoying them and wasting money.
Step 3: Start Your Retargeting Ad
Once you’ve set up your audience, you need to hit them with some targeted ads.
It’s usually most effective to create specific ads based on specific products or categories.
If you have a large catalog of products, you can set up specific retargeting campaigns for best sellers and more general ones for each category. Or check out Facebook Dynamic Ads, which can create automatic ads for all your products.
That being said, you should still include your brand and logo in the photo if possible, because you’ll be getting tons of impressions from this campaign even if the buyer decides they aren’t going to buy that specific product.
When you’re ready, hit “Create Ad” in the top right corner of any dashboard view.
Step 4: Determine Your Objective
You’ll start by selecting your objective. The most common options here are “Traffic” and “Conversions.”
Facebook will start to optimize who they show your ads to based on who they predict will help you achieve this goal. The two most common goals are:
- Traffic Goal – this goal will encourage the most number of people to visit your store
- Conversion Goal – this goal focuses on getting customers to complete the desired action (usually a purchase)
Step 5: Select Your Audience
Retargeting ads on Facebook is one of the fastest ways to boost sales, conversion rates, and your bottom line.
Implementing a good retargeting strategy can dramatically improve your paid advertising ROI.
Keep your brand at the top of mind of the customers who are still deciding and start recapturing sales from those people who genuinely just forgot.
Now with this guide, you can do exactly that.