{"slug":"sop-038-setting-up-an-abandoned-cart-campaign-with-google-display-network","title":"Setting up an abandoned-cart campaign with Google Display Network","tags":["source:clickminded","type:sop","server:clickminded-sop","setting","abandoned","cart","campaign"],"agent_summary":"SOP 038: Setting up an abandoned-cart campaign with Google Display Network Create a simple Google Display Network campaign that targets those who are closest to purchase and start generating more sale","trigger_phrases":["setting up an abandoned cart campaign with google display network","how to setting up an abandoned cart campaign with google display network"],"runnable":false,"markdown":"\r\nSOP 038: Setting up an abandoned-cart campaign with Google Display Network\r\n\r\nCreate a simple Google Display Network campaign that targets those who are closest to purchase and start generating more sales by marketing to your most qualified leads.\r\n\r\n__Last Updated / Reviewed:__ 03/25/2024\r\n\r\n__Execution Time:__ 30-45 minutes\r\n\r\n__🚀 Goal:__ To create a simple Google Display Network campaign that targets those who are closest to purchase.\r\n\r\n__🤞 Ideal Outcome:__ You start generating more sales by marketing to your most qualified leads by investing under 30 minutes of your time in setting up a paid campaign.\r\n\r\n__🤔 Why this is important:__ Remarketing campaigns are perhaps the first type of paid campaign you should start running if you already have consistent website traffic. Cart abandonment is an easy-to-capture revenue opportunity.\r\n\r\n__🧐 Where this is done__ In your Google Ads account.\r\n\r\n__🗓️ When this is done:__ Every time you want to start a new abandoned-cart campaign.\r\n\r\n__👨 Who does this:__ The person responsible for paid advertising. \r\n\r\n__⚠️Prerequisites or requirements: __\r\n\r\n• You need to have a Google Ads account. If you don’t have one yet you can follow the procedure covered in SOP 014 ([web version](https://members.clickminded.com/sop/014/)).\r\n\r\n• You need to have the remarketing pixel or the global site tag on your site. If you haven’t done so yet, you can follow the procedure covered in SOP 013 ([web version](https://members.clickminded.com/sop/013/)).\r\n\r\n[__Click here to get the most up-to-date version of this SOP__](https://members.clickminded.com/sop/038)\r\n\r\n## Make sure you have conversion tracking in place\r\n\r\nIf you are not tracking your AdWords conversions yet, it is recommended that you do so before starting any Google Ads campaign. If you are using Google Tag Manager you can follow SOP 025 ([web version](https://members.clickminded.com/sop/025/))\r\n\r\n## Set up a remarketing audience for abandoned carts\r\n\r\n### 01▸ Log in to your Google Ads account by heading over to [https://ads.google.com ](https://adwords.google.com/)Click Tools & Settings (wrench icon) in the top navigation → “Audience Manager”\r\n\r\n\r\n### 02▸ Click the blue “+” icon → “Website visitors”:\r\n\r\n\r\n### 03▸ Give your audience a name like “Abandoned carts for [name of your product]”\r\n\r\n\r\n### 04▸ In the “Segment members” section, select “Visitors of web pages”.\r\n\r\n\r\n### 05▸ Now you will have to configure the rules that will identify a user as having abandoned a checkout:\r\n\r\nInclude people who have taken the following actions.\r\n\r\nKey in the the number of days since the “Web page visit”. Then click “Refine action” button on the left.\r\n\r\nEnter the correct parameter which meets your rules. Eg: [Page URL] [contains] [Insert the URL slug of your checkout page here]\r\n\r\nNote: This will usually be your checkout page (or the first page of your checkout if you have multiple steps).\r\n\r\nNote 2: There might be cases where you might want to select a different match type such as [equals] [starts with] or other.\r\n\r\n\r\n### 06▸ Exclude people who have taken the following actions.\r\n\r\nKey in the the number of days since the “Web page visit”. Then click “Refine action” button on the left.\r\n\r\nEnter the correct parameter which meets your rules. Eg: [Page URL] [contains] [Insert the URL slug of your checkout page here]\r\n\r\n\r\n### 07▸ In the “Pre-fill options” select the one that you think fits you better:\r\n\r\nInclude people from the past 30 days (recommended): If you already had the remarketing pixel or the global site tag implemented in the past 30 days you will already be able to start straight away by selecting this option.\r\n\r\nStart with an empty list: If for some reason you want to start a brand new audience (e.g: you might have repurposed an URL slug that had an entirely different product on it before) you can select this option.\r\n\r\n\r\n### 08▸ If you have any other information you would want to add to this audience you can do it in the “Description” field. (optional)\r\n\r\n\r\n### 09▸ Click “Create Segment” and your list will start populating.\r\n\r\n\r\nNote: It may take a few hours for the list to be ready to be used in your targeting.\r\n\r\n## Prepare your campaign assets\r\n\r\nIf this is your first cart-abandonment campaign, we recommend that you start with the most simple ad format: single image. However, it’s best practice to test different ads on each campaign you run.\r\n\r\n__Note:__ [Click here](https://support.google.com/adwords/answer/1722096?hl=en) to see the full requirements for your particular case.\r\n\r\n### 01▸ Prepare 2 (or more) variations to use for the campaign, with the following specifications:\r\n\r\n__Dimensions__:\r\n\r\n- 1200 x 1200\r\n- 1200 x 628\r\n\r\n__File Size__: Each file must be under 150KB.\r\n\r\n__Animations__: If your ad is animated the maximum animation time is 30 seconds. The animations can be looped, but they still must stop at 30 seconds.\r\n\r\n__Variations__: There are several variations you can test in your ads, but you should only make 1 variation per ad at a time, pick one:\r\n\r\n- CTA Copy\r\n- CTA Color\r\n- Ad Copy\r\n- Graphics\r\n\r\n__*Note*__*: Remember that you will still need to re-create all the versions of your ads in multiple dimensions. Increasing the variations may increase the workload significantly. Example:*\r\n\r\nVersion A (Red CTA)\r\n\r\n\r\nVersion B (Orange CTA)\r\n\r\n\r\nVersion A (Red CTA):\r\n\r\n\r\nVersion B (Orange CTA):\r\n\r\n\r\n \r\n\r\n## Creating your ad campaign\r\n\r\n### 01▸ In your Google Ads account click “[Campaigns](https://adwords.google.com/aw/campaigns)”.\r\n\r\n### 02▸ Click the blue “+” icon → “New campaign”\r\n\r\n\r\n### 03▸ Choose “Sales” as your objective\r\n\r\n\r\n### 04▸ If you already have conversion tracking in place, you will see the conversion goals appear. Click “Continue”.\r\n\r\n\r\n### 05▸ Select “Display”.\r\n\r\n\r\n### 06▸ Insert the website URL for your ad.\r\n\r\n\r\n### 07▸ Name your campaign and input your campaign preferences:\r\n\r\nNote: Whenever possible you should standardize the naming process and adopt a naming convention, if you don’t have one yet you can use: Remarketing - [Product name] - Abandoned Cart\r\n\r\n\r\n### 08▸ Click “Continue”.\r\n\r\n\r\n- Locations: Select the locations where you want your ad to be displayed.\r\n\r\nNote: If you only ship to certain countries you might want to take that into consideration in this option.\r\n\r\n\r\n- Languages: Select this option If you only want to show your ads to customers that speak a certain language.\r\n\r\n\r\nIf you wish to be specific on certain settings, such as the date and time for the Ads to appear, then Click on “More Settings”, and a list of other settings will appear for you to edit according to your needs.\r\n\r\n \r\n\r\n### 09▸ Click “Next”.\r\n\r\n- Budget: Enter the maximum amount you are willing to allocate to this campaign on a daily basis.\r\n\r\n\r\nNote: Take into consideration that there might be a slight fluctuation on your daily spend and it is possible that in some days your campaign might overspend a little bit more than the daily budget you have selected.\r\n\r\nNote 2: The daily budget you set should be based on the number of users on the remarketing list. The larger the list, the higher the budget you should set.\r\n\r\nNote 3: If you’re just getting started you can select a budget between $20-50/day, you can edit and adjust this later on.\r\n\r\n- Bidding: The default setting is “Maximise conversions”. Click on “Change bid strategy” and make sure “Conversions” is your campaign focus and make sure it is set on “Automatically maximise conversions”.\r\n\r\n \r\n\r\n### 10▸ Click “Next”.\r\n\r\n### 11▸ In Targeting. Click “ADD TARGETING” → Audience Segments\r\n\r\n\r\n### 12▸ Search and select the segment created in the first section of this SOP by looking up the name created for this segment.\r\n\r\n\r\n### 13▸ Click “Done”\r\n\r\n\r\n### 14▸ Click “Next”.\r\n\r\n\r\n### 15▸ In Ad creation. Fill in all the necessary fields to create your ad.\r\n\r\n\r\n- Final URL — Make sure the URL is correct and loads as intended.\r\n- Business Name — The name of your business.\r\n- Images — Upload high quality Square (1200x1200) and landscape image (1200 x 628). Add at least 2 images.\r\n- Headlines — Write headlines within 30 characters. You can write up to 15 headlines. Note: All your headlines won’t show at the same time, rather, Google will rotate your headlines based on the user’s device or search query.\r\n- Long headline: The long headline (90 characters) is the first line of your ad, and appears instead of your short headline in larger ads.\r\n- Description — Write a description within 90 characters. You can write up to 4 descriptions.\r\n\r\nYou can see a preview of your ad on the right.\r\n\r\n### 16▸ Once done, click “Create Ad”.\r\n\r\n### 17▸ You can choose to create more ads, otherwise, click “Next”.\r\n\r\n\r\n### 18▸ Review the display campaign that you’ve set up. Make sure the final URL, budget, campaign settings, and ad group details are correct. Once you’ve reviewed the campaign, click “Publish Campaign”.\r\n\r\n\r\n### 19▸ That’s it! Your campaign is now going to go through the approval process and should start running after it has been approved.","html":"<p>SOP 038: Setting up an abandoned-cart campaign with Google Display Network</p>\n<p>Create a simple Google Display Network campaign that targets those who are closest to purchase and start generating more sales by marketing to your most qualified leads.</p>\n<p><strong>Last Updated / Reviewed:</strong> 03/25/2024</p>\n<p><strong>Execution Time:</strong> 30-45 minutes</p>\n<p><strong>🚀 Goal:</strong> To create a simple Google Display Network campaign that targets those who are closest to purchase.</p>\n<p><strong>🤞 Ideal Outcome:</strong> You start generating more sales by marketing to your most qualified leads by investing under 30 minutes of your time in setting up a paid campaign.</p>\n<p><strong>🤔 Why this is important:</strong> Remarketing campaigns are perhaps the first type of paid campaign you should start running if you already have consistent website traffic. Cart abandonment is an easy-to-capture revenue opportunity.</p>\n<p><strong>🧐 Where this is done</strong> In your Google Ads account.</p>\n<p><strong>🗓️ When this is done:</strong> Every time you want to start a new abandoned-cart campaign.</p>\n<p><strong>👨 Who does this:</strong> The person responsible for paid advertising.</p>\n<p>__⚠️Prerequisites or requirements: __</p>\n<p>• You need to have a Google Ads account. If you don’t have one yet you can follow the procedure covered in SOP 014 (<a href=\"https://members.clickminded.com/sop/014/\">web version</a>).</p>\n<p>• You need to have the remarketing pixel or the global site tag on your site. If you haven’t done so yet, you can follow the procedure covered in SOP 013 (<a href=\"https://members.clickminded.com/sop/013/\">web version</a>).</p>\n<p><a href=\"https://members.clickminded.com/sop/038\"><strong>Click here to get the most up-to-date version of this SOP</strong></a></p>\n<h2>Make sure you have conversion tracking in place</h2>\n<p>If you are not tracking your AdWords conversions yet, it is recommended that you do so before starting any Google Ads campaign. If you are using Google Tag Manager you can follow SOP 025 (<a href=\"https://members.clickminded.com/sop/025/\">web version</a>)</p>\n<h2>Set up a remarketing audience for abandoned carts</h2>\n<h3>01▸ Log in to your Google Ads account by heading over to <a href=\"https://adwords.google.com/\">https://ads.google.com </a>Click Tools &#x26; Settings (wrench icon) in the top navigation → “Audience Manager”</h3>\n<h3>02▸ Click the blue “+” icon → “Website visitors”:</h3>\n<h3>03▸ Give your audience a name like “Abandoned carts for [name of your product]”</h3>\n<h3>04▸ In the “Segment members” section, select “Visitors of web pages”.</h3>\n<h3>05▸ Now you will have to configure the rules that will identify a user as having abandoned a checkout:</h3>\n<p>Include people who have taken the following actions.</p>\n<p>Key in the the number of days since the “Web page visit”. Then click “Refine action” button on the left.</p>\n<p>Enter the correct parameter which meets your rules. Eg: [Page URL] [contains] [Insert the URL slug of your checkout page here]</p>\n<p>Note: This will usually be your checkout page (or the first page of your checkout if you have multiple steps).</p>\n<p>Note 2: There might be cases where you might want to select a different match type such as [equals] [starts with] or other.</p>\n<h3>06▸ Exclude people who have taken the following actions.</h3>\n<p>Key in the the number of days since the “Web page visit”. Then click “Refine action” button on the left.</p>\n<p>Enter the correct parameter which meets your rules. Eg: [Page URL] [contains] [Insert the URL slug of your checkout page here]</p>\n<h3>07▸ In the “Pre-fill options” select the one that you think fits you better:</h3>\n<p>Include people from the past 30 days (recommended): If you already had the remarketing pixel or the global site tag implemented in the past 30 days you will already be able to start straight away by selecting this option.</p>\n<p>Start with an empty list: If for some reason you want to start a brand new audience (e.g: you might have repurposed an URL slug that had an entirely different product on it before) you can select this option.</p>\n<h3>08▸ If you have any other information you would want to add to this audience you can do it in the “Description” field. (optional)</h3>\n<h3>09▸ Click “Create Segment” and your list will start populating.</h3>\n<p>Note: It may take a few hours for the list to be ready to be used in your targeting.</p>\n<h2>Prepare your campaign assets</h2>\n<p>If this is your first cart-abandonment campaign, we recommend that you start with the most simple ad format: single image. However, it’s best practice to test different ads on each campaign you run.</p>\n<p><strong>Note:</strong> <a href=\"https://support.google.com/adwords/answer/1722096?hl=en\">Click here</a> to see the full requirements for your particular case.</p>\n<h3>01▸ Prepare 2 (or more) variations to use for the campaign, with the following specifications:</h3>\n<p><strong>Dimensions</strong>:</p>\n<ul>\n<li>1200 x 1200</li>\n<li>1200 x 628</li>\n</ul>\n<p><strong>File Size</strong>: Each file must be under 150KB.</p>\n<p><strong>Animations</strong>: If your ad is animated the maximum animation time is 30 seconds. The animations can be looped, but they still must stop at 30 seconds.</p>\n<p><strong>Variations</strong>: There are several variations you can test in your ads, but you should only make 1 variation per ad at a time, pick one:</p>\n<ul>\n<li>CTA Copy</li>\n<li>CTA Color</li>\n<li>Ad Copy</li>\n<li>Graphics</li>\n</ul>\n<p><strong><em>Note</em></strong><em>: Remember that you will still need to re-create all the versions of your ads in multiple dimensions. Increasing the variations may increase the workload significantly. Example:</em></p>\n<p>Version A (Red CTA)</p>\n<p>Version B (Orange CTA)</p>\n<p>Version A (Red CTA):</p>\n<p>Version B (Orange CTA):</p>\n<p> </p>\n<h2>Creating your ad campaign</h2>\n<h3>01▸ In your Google Ads account click “<a href=\"https://adwords.google.com/aw/campaigns\">Campaigns</a>”.</h3>\n<h3>02▸ Click the blue “+” icon → “New campaign”</h3>\n<h3>03▸ Choose “Sales” as your objective</h3>\n<h3>04▸ If you already have conversion tracking in place, you will see the conversion goals appear. Click “Continue”.</h3>\n<h3>05▸ Select “Display”.</h3>\n<h3>06▸ Insert the website URL for your ad.</h3>\n<h3>07▸ Name your campaign and input your campaign preferences:</h3>\n<p>Note: Whenever possible you should standardize the naming process and adopt a naming convention, if you don’t have one yet you can use: Remarketing - [Product name] - Abandoned Cart</p>\n<h3>08▸ Click “Continue”.</h3>\n<ul>\n<li>Locations: Select the locations where you want your ad to be displayed.</li>\n</ul>\n<p>Note: If you only ship to certain countries you might want to take that into consideration in this option.</p>\n<ul>\n<li>Languages: Select this option If you only want to show your ads to customers that speak a certain language.</li>\n</ul>\n<p>If you wish to be specific on certain settings, such as the date and time for the Ads to appear, then Click on “More Settings”, and a list of other settings will appear for you to edit according to your needs.</p>\n<p> </p>\n<h3>09▸ Click “Next”.</h3>\n<ul>\n<li>Budget: Enter the maximum amount you are willing to allocate to this campaign on a daily basis.</li>\n</ul>\n<p>Note: Take into consideration that there might be a slight fluctuation on your daily spend and it is possible that in some days your campaign might overspend a little bit more than the daily budget you have selected.</p>\n<p>Note 2: The daily budget you set should be based on the number of users on the remarketing list. The larger the list, the higher the budget you should set.</p>\n<p>Note 3: If you’re just getting started you can select a budget between $20-50/day, you can edit and adjust this later on.</p>\n<ul>\n<li>Bidding: The default setting is “Maximise conversions”. Click on “Change bid strategy” and make sure “Conversions” is your campaign focus and make sure it is set on “Automatically maximise conversions”.</li>\n</ul>\n<p> </p>\n<h3>10▸ Click “Next”.</h3>\n<h3>11▸ In Targeting. Click “ADD TARGETING” → Audience Segments</h3>\n<h3>12▸ Search and select the segment created in the first section of this SOP by looking up the name created for this segment.</h3>\n<h3>13▸ Click “Done”</h3>\n<h3>14▸ Click “Next”.</h3>\n<h3>15▸ In Ad creation. Fill in all the necessary fields to create your ad.</h3>\n<ul>\n<li>Final URL — Make sure the URL is correct and loads as intended.</li>\n<li>Business Name — The name of your business.</li>\n<li>Images — Upload high quality Square (1200x1200) and landscape image (1200 x 628). Add at least 2 images.</li>\n<li>Headlines — Write headlines within 30 characters. You can write up to 15 headlines. Note: All your headlines won’t show at the same time, rather, Google will rotate your headlines based on the user’s device or search query.</li>\n<li>Long headline: The long headline (90 characters) is the first line of your ad, and appears instead of your short headline in larger ads.</li>\n<li>Description — Write a description within 90 characters. You can write up to 4 descriptions.</li>\n</ul>\n<p>You can see a preview of your ad on the right.</p>\n<h3>16▸ Once done, click “Create Ad”.</h3>\n<h3>17▸ You can choose to create more ads, otherwise, click “Next”.</h3>\n<h3>18▸ Review the display campaign that you’ve set up. Make sure the final URL, budget, campaign settings, and ad group details are correct. Once you’ve reviewed the campaign, click “Publish Campaign”.</h3>\n<h3>19▸ That’s it! Your campaign is now going to go through the approval process and should start running after it has been approved.</h3>\n"}