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Cart Abandonment Masterclass - Paid Social Strategy

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BUILD A CART ABANDONMENT RECOVERY STRATEGY VIA SOCIAL ADS
Users are constantly “window shopping” digitally and adding to their cart knowing that there is no commitment to purchase. During this session we will focus on strategies to bring cart abandoners back to your site to purchase through the use of social retargeting efforts. We will make sure you don’t let that low hanging fruit go to waste!

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Cart Abandonment Masterclass - Paid Social Strategy

  1. 1. How to Deploy the Ultimate Cart Abandonment Strategy Masterclass Using Email, Paid Media, CRO and Site Optimization to Grow Ecommerce Sales
  2. 2. 9:30 - 9:45 am PT VWO PRESENTS: OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE 11 - 11:45 am PT TINUITI PRESENTS: CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL Today’s Timeline BOUNCEX PRESENTS: ADVANCED TACTICS FOR A FULL-FUNNEL TRIGGERED EMAIL PROGRAM 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY TINUITI PRESENTS: BUILD A CART ABANDONMENT RECOVERY STRATEGY VIA SOCIAL ADS
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Analicia Santaella Partner Coordinator
  4. 4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  5. 5. Today’s Speaker Natasha Blumenkron Senior Manager, Paid Social
  6. 6. Agenda Basics of Re-engaging Cart Abandoners Getting Creative with Re-engagement Measuring & Evaluating Success
  7. 7. Are you currently using retargeting efforts on social? Poll Question ● Yes ● No
  8. 8. Re-engaging Cart Abandoners
  9. 9. Capitalize on the Lowest Hanging Fruit Users are constantly digitally “window shopping” and adding to their cart. Facebook makes it easy for us to bring cart abandoners back to your site to purchase.
  10. 10. Mastering the Setup 1 Add a Facebook Pixel or SDK to your site and/or app 2 Set up a Business Manager Account 3 Properly configure a product Catalog 4 Build a campaign to target users with dynamic product ads
  11. 11. How Dynamic Campaigns Work Facebook Pixel Facebook Catalog Users Visit Site Product Info Dynamic, automated ad Retarget and prospect across devices Drive revenue
  12. 12. Benefits of Dynamic Campaigns Intelligent Always On Scalable Relevant
  13. 13. 13 Recommendation: Even if you plan to include all products for advertising, create product sets in Catalog Manager to help Facebook better understand relevant products. • Consider product sets such as by category, best sellers, gender, price point, etc A product set is Facebook’s first piece of structured data to understand how products relate to one other. Their machine learning models “learn” at the Product Set level – how are the products within this product set related to other products within this product set, not the entire catalog? Product Set Learning
  14. 14. DPA Retargeting for Scale Stronger ROI when using DPA (dynamic product ads) retargeting ads 31% 39% More spend Lower cost per acquisition 26% A top retail client conducted an A/B test to compare retargeting tactics: non dynamic product ads retargeting v. Facebook catalog dynamic product ads
  15. 15. Getting Creative
  16. 16. Creative Variation Testing OverlaysContext CardCollectionBasic Carousel Static Dynamic Dynamic
  17. 17. BONUS: Upsell & Cross-Sell Ads Upsell WHAT: ● Utilize Upsell & Cross Sell feature to re-engage existing users to drive LTV WHY: ● Utilize cross-sell and up-sell to encourage repeat buying Cross Sell
  18. 18. 18 Broad Audience Targeting: Acquire new shoppers with relevant products from your catalog. Keep target audience broad Use large product sets Tailor ads to new audience BONUS: Dynamic Ads for Broad Audiences
  19. 19. DABA For Efficient Prospecting Increase in ROAS 47% 2x Return on ad spend Increase in average number of purchases per day 2x
  20. 20. Evaluating Success
  21. 21. Audience Segmentation Testing Retargeting Visitors/ ATC 1-6 days Visitors/ ATC 7-30 days Visitors/ ATC 31-180 days Identify and understand the different behaviors and intent of users ● Cart abandoners: Dynamic ad of the items in their cart and a free shipping offer ● Purchasers: Thank you offer to incentivize their return ● Previous purchasers: Cross and upsell similar products ● Product viewers: Recent products they viewed in that category with a strong CTA Goal: Clearly see performance by user type and the time it takes to purchase a product.
  22. 22. Product ID Level Reporting Utilize product ID breakdown in ads manager to understand what products are being seen and which are driving the strongest CTR
  23. 23. Measuring the True Impact Goal: Better understand incrementality of different efforts and how they contribute to the bottom line so you can then shift focus and budget investment to those efforts.
  24. 24. Q & A Natasha Blumenkron Senior Manager, Paid Social
  25. 25. Schedule Your 1:1 Strategy Evaluation
  26. 26. 9:30 - 9:45 am PT VWO PRESENTS: OPTIMIZING THE POST-CLICK EXPERIENCE TO IMPROVE CHECKOUT RATE 11 - 11:45 am PT TINUITI PRESENTS: CART ABANDONMENT STRATEGIES TO CLOSE THE FUNNEL Today’s Timeline TINUITI PRESENTS: BUILD A CART ABANDONMENT RECOVERY STRATEGY VIA SOCIAL ADS 10 - 10:45 am PT 1 - 1:45 pm PT12 - 12:45 pm PT TINUITI PRESENTS: IMPORTANCE OF AN INTEGRATED MEDIA STRATEGY BOUNCEX PRESENTS: ADVANCED TACTICS FOR A FULL-FUNNEL TRIGGERED EMAIL PROGRAM
  27. 27. Please hold for our next presentation starting at 11am PT / 2pm ET TINUITI PRESENTS: BOUNCEX PRESENTS: ADVANCED TACTICS FOR A FULL-FUNNEL TRIGGERED EMAIL PROGRAM

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