One of the most valuable elements of automating ads in your workflows, is that you can message-match with the email campaigns that you’re sending at the same time as new subscribers are seeing your ads. In this example workflow, we pair Shopify with Drip and Facebook Custom Audiences, and show how you can send marketing email campaigns based on actions new subscribers take, along with automating the ads they see at the same time.
Retarget visitors who add something to their cart in Shopify, but don’t end up making a purchase. Add those people to a Facebook Custom Audience that prompts an initial purchase. Once they become customers, you can upsell them with both a coupon email and a matching coupon ad to drive a second purchase from your initial purchasers.
This workflow is an invaluable addition to your marketing efforts, and can drive incredible results for anyone selling online. Remember too, if you’re not using Shopify, this same workflow can be quickly adjusted to match whatever e-commerce provider you use. Import it today, and get started with automated ads.
Here are a few links to some articles that will get you more familiar with the features used in this workflow:
Install the workflow
To install this workflow in your account, simply click the “Install this workflow” button.
When a new subscriber submits your form, this workflow will immediately add them to a Facebook audience. You will want to set up a new audience specifically for this workflow that will target your new subscribers so that you can start serving up Facebook ads to them.
The subscriber will get subscribed to an email campaign. You will want to tailor your campaign emails to revolve around the content they would be seeing in the Facebook ads those subscribers will be seeing.
As you may have noticed, this workflow not only revolves around Facebook audiences, but it also takes a couple Shopify events into account:
- Item checkout created
- Item order created
Once an item is added to their cart, the subscriber will travel down a decision that checks to see if they are already a customer (dictated by a tag).
This is also an entry point into the workflow. This allows your subscribers to enter the flow when they add something to their cart, even if they didn’t fill out a form.
Then, a couple of things will happen.
If they are already a customer, they will go down the Yes path and start a delay. This delay will give the customer some time to complete their purchase. If they do not complete the purchase within the delay time, they will receive a one-off email. We have set this up so that you might send them a coupon to further encourage their purchase. They will also get added to a different FBCA so that you can serve up ads that are more relevant.
If they are not a customer, they will go down the No path. They will get removed from the “New Leads” Facebook audience and get added to a different audience.
This audience might target those who have made it as far as adding a product to their cart, but have yet to complete the checkout process. This also stems from the idea that just because an item has been added to their cart, a customer might not complete the process right away with payment.
The final goal of the workflow is to record when a subscriber has made a purchase from you. This is done using the “Item order created” sent in via Shopify. This event gets recorded when a customer completes the checkout process and payment is sent for their item.
At this point, the workflow will tag the subscriber with “Customer” and remove them from any Facebook audience that might be irrelevant now that they have completed a purchase.
The customer will now get added to the “Loyal Customer” facebook audience and start seeing Facebook ads that target subscribers that have already become your customers.
They will also stay in the loop with you and get subscribed to an email campaign that is sent only to customers. You can create your copy around the fact that they are a customer, and keep them engaged with email content until they make their next purchase.