I just finished putting the finishing touches on a cart abandon remarketing strategy primer doc for a client. Now, to work with graphics team. First things first…putting the directions down on paper:
Your website will also need to have pagination so AdWords can determine which part of the site is the cart and which is the payment confirmation page.
Don’t worry, most every website in the world has pagination now. But if your site is stuck in 2005, or was built in Flash and every page you go to on the site still shows that it is the home page up in the URL display, then then wipe the dust off your the post-it note that has your developer’s phone number on it and have them add pagination.
Once the steps above have been implemented / confirmed, then proceed to the following steps to setting up a cart abandonment remarketing:
Refresher: Ever surf the web and feel like ads are following you? That’s probably a digital marketer’s fault. We were probably using remarketing, the AdWords feature that allows an advertiser put a cookie in a user’s web browser with the intent of showing them ads on other websites via the AdWords Display Network.
For abandoned cart remarketing in AdWords, there’s no 1-click, big red button to start the campaign. There’s too many types of e-commerce software out there to make it one-button easy.
But, Google AdWords does have a big red button that you can click to begin creating the three lists we’ll need for this:
Start with shopping cart or confirmation page, but you have leave the custom combination list last because it will be a combination of the first two lists. Without the first two, you can’t combine anything.
“Why do we care about users reaching the payment confirmation page?”
If a user makes it to the payment confirmation page, this typically indicates that they made a purchase. If they made a purchase, you really don’t want to target them as if they have not yet made a purchase, but any debate on that issue is a discussion for another day. Sticking with the topic at hand, creating the setting the “confirmation page” remarketing list will allow us to filter out those visitors, allowing us to better target those abandoned cart visitors.
Congrats, you got through the list creation. Now, assuming you know anything about the Google Display Network, you’ll be able to go into your designated display campaigns and set it up. It’ll take a few days to build up some users – depending on your daily traffic and whether or not you already had a remarketing pixel in place.
The great thing about the custom combination is that you can specify an incredible amount of marketing campaigns, small or large, to target. They can be applied to lead generation and e-commerce campaigns alike. Below are some examples of how the custom combination can work wonders on remarketing.