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!

1. How to Deploy the Ultimate Cart
Abandonment Strategy Masterclass
Using Email, Paid Media, CRO and Site Optimization to Grow Ecommerce Sales

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. 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. 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. Today’s Speaker
Natasha Blumenkron
Senior Manager,
Paid Social

6. Agenda
Basics of Re-engaging Cart Abandoners
Getting Creative with Re-engagement
Measuring & Evaluating Success

7. Are you currently using retargeting
efforts on social?
Poll Question
● Yes
● No

8. Re-engaging Cart Abandoners

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. 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. How Dynamic Campaigns Work
Facebook Pixel
Facebook Catalog
Users Visit Site
Product Info
Dynamic,
automated ad
Retarget and prospect
across devices
Drive revenue

12. Benefits of Dynamic Campaigns
Intelligent
Always On
Scalable
Relevant

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. 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. Getting Creative

16. Creative Variation Testing
OverlaysContext CardCollectionBasic Carousel
Static
Dynamic
Dynamic

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
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. DABA For Efficient Prospecting
Increase in ROAS
47% 2x
Return on ad spend
Increase in average
number of purchases
per day
2x

20. Evaluating Success

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. 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. 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. Q & A
Natasha Blumenkron
Senior Manager,
Paid Social

25. Schedule Your 1:1
Strategy Evaluation

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. 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