Using Nosto’s out-of-the-box ads? This article explains how to recreate these ads within Facebook Business Manager, as well as some hints and tips on how to make the most of Nosto’s segmentation data to power more well-rounded Facebook and Instagram ad campaigns.
Once you’ve implemented the right customer segments to better target shoppers on Facebook, the next step to fine-tuning your ads strategy is to boost your creative efforts from Nosto’s basic DPAs to Facebook Business Manager’s ever-growing range of ad formats and placements. These will allow you to engage with your customers through boosted posts, videos promoting your brand ethos and the ability to split test your campaigns to test the effectiveness of your copy and ad contents. You also have the ability to configure Dynamic Product Ads in the same way that you do within Nosto’s UI.
If you are using Nosto’s out of the box ads, here’s how you can recreate these within Facebook Business Manager as well as some hints and tips on how to make the most of Nosto’s segmentation data to power more well rounded campaigns.
1. Abandoned Cart Ads
By default, Nosto targets shoppers who have added an item to their cart in the past 30 days but who have not converted. For some verticals (fast fashion, for example) where competition is fierce and customers are likely comparing prices for the best deal, waiting 27 days to re-target a shopper may result in you missing your opportunity to capture their attention.
Try shortening your re-targeting period to 7-14 days on Facebook Business Manager, and consider combining this ad type with a boosted video post to remind your customer about the USPs of your brand and why they should buy from you rather than a competitor.
2. Abandoned Visitor Ads
Again, by default, Nosto will target shoppers who have visited your site in the last 30 days and who have not converted. Nosto’s re-targeting ad campaigns typically yield anywhere between 5-20x ROAS (sometimes even higher). If this visit happens to be a shopper’s first time on your site, a dynamic product ad may prompt them to convert. However, on average a shopper visits a site between 2-3 times before making their first purchase.
Rather than only putting relevant products in front of shoppers, you could segment your customers by interest in a particular category or brand on your site using Nosto’s Segmentation & Insights. Using that data, you can show these shoppers a highly tailored ad campaign to increase brand awareness with relevant content. (More on this below).
3. Re-engagement Campaigns
How can you create these highly tailored Facebook and Instagram ad campaigns? Within Nosto’s re-engagement campaigns, we target customers who purchased from your website 3 months ago, but who have not visited your website since.
Let’s walk through a prime example of a campaign where segmentation could be better used to entice customers back to your site at a time period that is more relevant to your industry:
If your store specializes in home furniture, you may want to re-engage your customers 6 months to a year after their purchase (a realistic timeline to consider a second furniture purchase) along with another big ticket item. For example, you can create a segment of customers who have purchased a sofa and re-target them with kitchen furniture. In the meantime, you could try to encourage them to purchase living room accessories like cushions, throws and perhaps side tables with boosted blog posts to keep your products top of mind with the customer.
Getting Started with Hyper-personalized Ads on Facebook and Instagram
Setting up hyper-personalised segmented Facebook and Instagram ads doesn’t need to be complicated. There are plenty of quick wins and simple campaign optimizations you may already be running to get started with!
If you’re interested in testing out more complex segmentation strategies and aren’t sure where to start, be sure to reach out to your Customer Success Manager who can point you towards the most profitable segments to focus on for your business.