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Getting Started with Retargeting Campaigns on Socioh

Apple's ATT (App Tracking Transparency) has launched with iOS 14.5 and it's changing how Facebook ads work!
Keep up-to-date on any and all new changes. Stay ahead of the curve with Socioh’s pro-tips and tricks.

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Campaign 1 - Sales Recovery Campaign

What:

Dynamic Product Ad (DPA) for Cart abandoners (ATC) / Browse abandoners (VC).

Intent:

Remind your ‘warmest’ audiences to buy. Show them products they’ve already engaged with.  

Audiences/Ad sets ideas: 

  • ATC [0-3/7/15/30 days]-  (Socioh will auto recommend based on your store’s traffic).
  • VC  [0-3/7/15/30 days] - (Socioh will auto recommend based on your store’s traffic).

Creative ideas:

Use Branded Catalogs to create a full-shop catalog that stands out. Add your store’s logo for brand recall, background colors to add interest, etc.

Pro tip:

Run a DPA campaign with a full-shop carousel with lifestyle images. The idea is to train (attach performance data) this catalog so it can also be used for prospecting in a DABA campaign. 

Reminder: Catalogs used in DABA campaigns need to have performance data (in addition to the pixel having performance data) for them to optimize).


How:

On your Socioh dashboard, go to the “Create Ad” tab → "Retargeting Campaigns" -> “Core Retargeting Funnel” and create the “Sales Recovery Campaign” (the first campaign).
TIP: We suggest you set up your preferred full-shop catalog beforehand.

 

Campaign 2(A) - Advanced Recovery Campaign

What:

Second Dynamic Product Ad (DPA) for Cart abandoners (ATC) / Browse abandoners (VC) with higher intent.

Intent:

Avoid creative fatigue, reach buyers at higher frequency.
For medium to larger stores, we recommend running a second retargeting campaign. Split your budget (between the Sales Recovery Campaign and this one).

Audiences/Ad sets ideas: 

  • ATC [0-3/7/15/30 days] with frequency>2 (Socioh will auto recommend based on your store’s traffic).
  • VC  [0-3/7/15/30 days] with frequency>2 (Socioh will auto recommend based on your store’s traffic).

Creative ideas:

Run a second full store catalog but with a different design from the one used in the first campaign. Choose between a carousel of lifestyle images or a second Branded Catalog either with your store logo, a different background, rotating value props, etc.

How:

On your Socioh dashboard, go to the “Create Ad” tab → "Retargeting Campaigns"“Core Retargeting Funnel” and create the “Advanced Recovery Campaign”.

OR

Campaign 2(B) - Product Discovery Campaign/Top Creative Campaign

What:

DPA or Conversion Ad for Cart abandoners (ATC) / Browse abandoners (VC)/ Website Bouncers (PV)

Intent:

Avoid creative fatigue, expand the funnel to include bouncers.
Stores with lower traffic can run a  second ad (DPA or Conversion depending on choice of creatives) to expand their funnel to include website bouncers and diversify their creatives.

Audiences/Ad sets ideas (for both campaigns): 

  • ATC [30/45 days] (Socioh will auto recommend based on your traffic volumes)
  • VC  [30/45 days] (Socioh will auto recommend based on your traffic volumes)
  • PV [30/45 days] (Socioh will auto recommend based on your traffic volumes)

Creative ideas:

Run a second DPA with a carousel showcasing your full store with lifestyle photos or rotating value props, or a Conversion ad with a carousel of your best selling products or category. If you set up a conversion ad, you can also add your top video and/or single images ads in place of/in addition to the catalogs. 

How:

On your Socioh dashboard, go to the “Create Ad” tab → "Retargeting Campaigns" -> “Core Retargeting Funnel” and create the “Product Discovery Campaign” or the “Top Creative Campaign” depending on your traffic and choice of creative/s. 

 


Other BOF campaigns ideas:

Based on the store and the products, margins and branding, here are some additional ideas for retargeting ads at the bottom of the funnel:

 

Campaign 3: Sales Recovery Campaign 2 (with custom audiences)

What:

DPA for recent Cart Abandoners/Browse Abandoners.

Intent:

Highlight offers such as clearance sales, limited time deals, seasonal offers, etc. to recent engagers.

Audiences/Ad sets ideas:

This campaign could be run instead of Campaign 1 or Campaign 2 to highlight the offer to the BOF audience, or restrict it to a specific segment like only 7/15-day browse abandoners (VC 7/15).

Creative ideas:

Using Socioh, you can highlight discounts far better than what is supported via plain DPAs. Here are some examples:

  • Dynamically map discounts onto the creative.
  • Map a coupon code
  • Simple image horizontal DPA with discount for ATC. Suitable for high value items.

How:

On your Socioh dashboard, go to the “Create Ad” tab → “Retargeting Campaigns”“Core Retargeting Funnel” and create the “Sales Recovery Campaign”. For custom audiences, go to “Create Dynamic Ad” on top of the “Create Ad” page and then click on create new ad and add/select your custom audience and creative.  

Campaign 4: Custom Conversion Ad with Bestsellers

What:

Conversion ad for website bouncers (PV)

Intent:

Recapture the interest of early bouncers by showcasing your most popular products.

Audiences ideas:

  • PV [0-7/0-15 days] (depending on the traffic) minus VC [0-7/0-15 days]

Creative ideas: 

Branded catalog of the most popular products or best selling categories. Besides best selling products, you can also highlight any seasonal collection or new launches too.

Note: This is a must have campaign for all stores doing above $10K/month in revenue.

TIP: Use a manual carousel where each card represents a category in the store if you have a lot of brands/product lines. 

How:

On your Socioh dashboard, go to the “Create Ad” tab → “Create Dynamic Ad” then click on create new ad and add/select your custom audience and creative.



Finally, a Socioh exclusive:

Campaign 5: DPA for Category Viewers 

What:

DPA with category catalogs to retarget users with similar products from one vertical

Intent:

Convert audiences that have viewed products from a specific category. Especially useful if different categories have different buyer personas.

Audiences/Ad sets ideas:

  • Category Viewers [0-15/30 days] (Using Socioh’s custom audience creator) minus Purchasers [0-15 days] 

Creative ideas: 

Category carousel of the collection in question, using rotating value props or product features (eg. lightweight, portable, organic, etc.).

How:

  1. First, go to Audiences and then Category audience.
  2. Choose a popular category from your store.
  3. Now select the event and number of days (VC15/30 or even 60 days based on how much traffic there is) to create the audience.
  4. Next, go to the “Create Ad” tab → “Create Dynamic Ad” then click on create new ad and add/select your custom audience and creative.



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