What does a simple implementation look like?
Say we have three users visiting the eCommerce platform. USER A, USER B, and USER C.
- The journey begins as soon as USER A, USER B, and USER C visit the eCommerce platform.
- USER A is browsing without any purchase intent (Browse 4 Product pages).
- USER B is browsing with a weak purchase intent (Add 1 Product to Wishlist).
- USER C is browsing with a strong purchase intent (Add 5 Products to Cart ad Initiate Checkout).
- Neither USER B nor USER C completes a transaction.
We build an algorithm to set criteria in our automation flow for segmentation. The criteria is based on the user’s behaviour on the eCommerce platform. Ads are then served based on their segment — with content tailored to each segment based on their relative interests and position within the conversion funnel.
- If a user (USER A) visits a page and does nothing else, then segment them under “Awareness”. Serve ads related to brand/product education to help drive interest.
- If a user (USER B) visits a page and adds something to their wishlist or cart then segment them under “Interest”. Serve ads with images and details of similar items to their wishlist or serve ads with images and details of their cart items.
- If a user (USER C) initiates but fails to complete a checkout then segment them under “Intent”. Serve ads with coupons or discounts for their cart items to persuade them to complete their purchase immediately.
The algorithm and theory outlined above can be applied to almost any campaign type (App-Installs, Leads Generation, Newsletter Signups etc.) or ad platform and is one of the most popular implementations you will encounter today. A typical funnel will always have a top, middle, and bottom. You could add more complexity based on your specific needs if required.
NOTE: This is a basic example of an algorithm used in Marketing Automation with remarketing ads for eCommerce businesses. It relies on the ad platform to do the bulk of the automation work without much input or maintenance from the marketer.
There’s more to it
More experienced Marketing Automation specialists will build bespoke solutions (using your platforms and databases, etc.) or run implementations which extend the existing automation capabilities of the ad platform.
These will typically include integrations with SMS (“Promotions”), Email (“You Left This In Your Cart”), or Online Messenger Services (“Here’s A Recommendation”) in addition to the ad platform integrations.
I have used a basic and generic example to protect the sensitive intellectual property of the entities with whom I work. For more detailed examples or case studies, reach out to me.
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