In a world overrun by advertising, shoppers have gotten immune. Or actively taking steps to substitute advertisements altogether. That’s why the typical banner ad click-through price is 0.1%.
You don’t beat these grim numbers with more advertisements. You do it by way of higher ones.
Specifically, with advertisements which are more targeted and extra relevant.
And Facebook’s Dynamic Product Ads are probably the greatest ways to do this.
For example, luxurious sunglasses brand 9Five noticed a three.8X return on advert spend and a price per acquisition 40% cheaper than their aim by implementing dynamic product advertisements (DPA’s).
In this actionable guide, we’re going to take you step-by-step by way of the method of establishing your first Dynamic Product Advert marketing campaign.
As an advertiser, think about for those who might design the right ad sort. These are the primary features that may be on our wishlist:
- Personalised advertisements, relevant to every prospect and customer
- Straightforward to arrange, with low ongoing upkeep
- Works across a wide range of Facebook, Instagram and Viewers Community placements
- Highly efficient, generating a very good ROI
Welcome to Dynamic Product Ads!
- 1 What are Dynamic Product Ads?
- 2 When NOT To Use Dynamic Product Ads (and What TO DO As an alternative)
- 3 Dynamic Product Ads 101
- 4 Creating Your Facebook Product Catalog
- 5 Product Catalog Settings And Diagnostics
- 6 Tip: customise the best way photographs are displayed
- 7 Product Sets
- 8 Creating A Dynamic Product Ad Campaign
- 9 Customizing The Ad
- 10 Customise The Image
- 11 Conclusion
What are Dynamic Product Ads?
Facebook does an incredible job of summarizing what DPA’s are:
Dynamic advertisements look comparable to other advertisements on Facebook, Instagram, Messenger and the Audience Community. Nevertheless, as an alternative of individually creating an ad for each of your merchandise, you create an ad template that mechanically uses photographs and details from your knowledge feed for belongings you’d like to advertise. Dynamic advertisements use your Facebook pixel or SDK to present advertisements to people who have already proven interest in your enterprise by taking actions you care about on your website.”
You’ve in all probability seen loads of these advertisements in your Facebook feed, however to recap right here’s an example from eBay. At anybody time there are tens of millions of products listed on their website, however they will advertise the very same merchandise that folks have lately seen:
When NOT To Use Dynamic Product Ads (and What TO DO As an alternative)
As normal carousel advertisements can show up to 10 photographs, in case you are beginning out and have beneath 10 products, chances are you’ll choose to hold it easy and use carousels.
For 10-20 products, if they’re all very comparable you may get away with a traditional carousel ad displaying just the most effective selling choices.
As a rule of thumb, in case you have over 10 gadgets and they’re numerous, or over 20 products even if they are comparable, it’s time to contemplate adding DPA’s into your advertising technique.
In case you’re in search of other methods of retargeting that don’t involve Dynamic Product Ads, be a part of us on Thursday for our free webinar masking Facebook and Google retargeting methods.
In this free webinar, our Facebook Ads Specialist Paul Fairbrother will run by way of the warm audiences that you simply have to be utilizing to be successful in 2019. We’ll also cowl the perfect changing retargeting methods together with Evergreen campaigns which allow you to run your retargeting on autopilot.
We’ll then turn our consideration to Google, where our Google Ads Specialist Bruno Morris will cowl how to arrange your Google Ads retargeting for max ROI.
Be a part of AdEspresso for this exclusive one-hour reside training! Can’t make it or want to watch it once more? No drawback! We’ll be sending you the recording shortly after the top of the webinar.
Dynamic Product Ads 101
To efficiently set up Dynamic Product Ads for greatest outcomes, listed here are the 5 key steps you want to take.
1. Set up the Facebook pixel on your web site or use the Facebook SDK for cellular apps
To get started with pixels, take a look at our useful guide right here. Most major buying carts can then mechanically populate the pixel events. The primary pixel occasions required for DPA are:
- View Content: this fires when someone views a specific product web page
- Add To Cart: that is the subsequent step down the funnel after viewing a product, when it’s added to the cart
- Buy: the ultimate step in the checkout course of
The pixel events permit us to create a highly relevant viewers, for instance, those that have seen a product however not bought it.
2. Create Your Product Catalog
We’ll cowl this in additional element under, however primarily you need to hyperlink the catalog in your eCommerce store to Facebook so that it may be plugged into the advertisements.
three. Phase the Products into Product Sets
For common retargeting of those that have seen a product, it’s useful to have a product set that accommodates all products. Nevertheless, you also need to create units of rigorously curated products for broad concentrating on, up-sells and cross-sells as we’ll cover under.
Think about Apple decided to run DPA advertisements to chilly visitors. It might make sense to create a product set containing the newest iPhones, iPads, and MacBooks and exclude the remaining to showcase just the most effective merchandise, otherwise, the advertisements may be full of dongles, more dongles, and but more dongles.
4. Determine Which Viewers to Use
There are 4 most important choices to contemplate when choosing the audience:
These are Facebook customers that haven’t seen your products yet. Facebook optimizes which products to show over time based mostly on results.
View content material or add to cart but not bought:
As coated above in the pixel part, you’ll be able to present relevant advertisements to prospects that have interacted together with your purchasing website but not yet purchased.
Present a product set to users which have seen a special product set. For instance, if somebody views individual gadgets on the market, retarget them with discounted bundles.
Maximize your buyer lifetime value by displaying related products to purchasers. For instance, if a buyer buys a cellphone show them advertisements for a case, charger and display protector that matches that model.
Don’t fear when you’re unsure which choice is greatest to use at this stage, we’ll cover these in more detail once we flip our attention to campaign setup afterward.
5. Create Your Advert
This is the straightforward part, as a lot of the info is populated from the product catalog. You should use “dynamic placeholders” in the advert textual content, this is where the brand or product identify, item description or the worth may be pulled in from the product catalog and proven in the ad.
Creating Your Facebook Product Catalog
Your eCommerce website could have a database containing all the products and the necessary info reminiscent of model, product identify, worth, and picture. Now we’d like to export that to Facebook so that we will convert the catalog into advertisements.
Initially, this was a guide course of that involved exporting a CSV or XML file containing the primary product attributes.
We still use this typically for small catalogs, but the place attainable it’s good to use a plugin to mechanically sync the eCommerce catalog to Facebook. With out this, a brand new add is required each time a new merchandise is added to the web site.
Each eCommerce platform has catalog integration choices, and under we’ll cover examples for Shopify and WooCommerce.
Shopify – Fleixify
Over 40,000 Shopify retailers use the Flexify app, with a free plan out there in the event you’re syncing up to 1,000 merchandise.
Whereas we don’t endorse any specific Shopify app, Flexify has a 4-star score in the Shopify app store, and with the free plan, it’s value considering.
WooCommerce – Pixel Caffeine
This is the simplest, strongest, 100% free, WooCommerce Plugin to handle your Facebook pixel and Facebook product catalog.
Pixel Caffeine is a well-liked selection with over 40,000 lively installs and a Four.5 score.
Download your free plugin immediately.
As well as being super easy to use – identical to AdEspresso itself – there’s completely no hidden costs or limitations, in contrast to different plugins. Pixel Caffeine is all the time free.
Product Catalog Settings And Diagnostics
Once the catalog is about up, it’s necessary to examine it sometimes to ensure the sync is working appropriately and that there aren’t any errors with viewers matching. In Business Manager, go to Belongings > Catalogs to view any catalogs that you’ve created or which were assigned to you.
You’ll then see a left-hand menu:
Concentrate on these three choices:
because the identify suggests, that is the world where Facebook provides an summary of any modifications that need to be made.
use this page to verify in case your product feeds are often being updated
in case you are operating retargeting advertisements, maintaining a tally of this web page is important to verify if all the merchandise being seen could be retargeted with advertisements. The “see all website conversions” link on the backside of the web page provides extra detail to assist with debugging.
Tip: customise the best way photographs are displayed
Beneath Settings > Picture Transformations there are three options for a way the pictures are displayed in carousel advertisements.
The default is “fill ad with image” however typically switching to “crop and resize image to fit ad” will outcome in the photographs filling extra of the area.
When you have a various product range, you’ll want to phase it into totally different units as a way to show a curated group of products to individuals when operating broad viewers, cross-sell and up-sell campaigns.
Just choose product units from the left hand menu then use the button to create a new set.
There are then a variety of filters that can be utilized to create the set. Typically, until you’ve got a huge catalog, the best choice is to use the “product” filter and then build the set manually by choosing every product to embrace.
Creating A Dynamic Product Ad Campaign
Should you’re already used to creating Facebook advertisements, then establishing your first DPA campaign is going to be simple.
Select “catalog sales” beneath the conversion options:
The first step is to select your product catalog.
For those who’re a enterprise owner, you in all probability simply have one, nevertheless, an agency may need dozens assigned to them from numerous shoppers.
Now we’ve chosen the catalog, we’d like to specify the product set.
Now we will transfer on to viewers choice, both retargeting folks that have interacted with our website, or prospecting to cold visitors.
For retargeting, we will advertise to folks that have seen a product, or people who have taken the subsequent step and added it to cart.
Choose the time window, for example, would you like to present advertisements to individuals for a few days, every week or a month?
Up-sell is another retargeting choice, the place the consumer views merchandise from one among your sets after which will get launched to merchandise in one other set by way of advertisements.
The sales process doesn’t finish after the first buy. Now we now have a chance to cross-sell by displaying equipment that complement the product that they’ve simply purchased.
Shifting on to broad concentrating on, these choices are the identical as for some other campaign sort.
We propose rigorously researching your buyer personas after which creating product units round this, so that regardless that the viewers doesn’t know your model yet you’re displaying them products that they’re probably to find relevant.
Customizing The Ad
Composing a dynamic ad is somewhat totally different to a regular ad, however in a good way; the catalog is doing a lot of the be just right for you.
Probably the most commonly used format is a carousel with an finish card (the “profile” box within the screenshot under). The pictures are taken care of by the catalog, in order that just leaves the headline, ad textual content and link description.
Use the “+” buttons to entry dynamic placeholders, that is where textual content such because the brand, product identify, description and worth may be populated mechanically from the catalog.
Customise The Image
Although the pictures are populated from the catalog, there’s some customization that we will apply: catalog info and frames.
Begin by clicking the “customize images” panel when creating the advert.
The catalog info choice works in the same method as dynamic placeholders do for textual content, but in this case we’re creating dynamic overlays for the pictures.
Within the example under, we’re adding the worth to each picture and may specify the color, positioning and shape of the textual content box and in addition the font.
If you need even more customization, you possibly can add a frame as nicely.
A body might embrace the brand emblem, or could possibly be themed for a seasonal promotion, for example a Christmas theme.
All the time remember that 93% of Facebook advertisements are seen on cellular, so don’t make the graphics too cluttered. On small screens, ensure the product image is the star of the present.
You’ve acquired this!
We’ve coated so much in this information, and at this stage you could be considering that establishing DPA’s is lots of onerous work, however we urge you to assume again.
Let’s break it down into simple steps:
- Creating the product catalog is a one time course of, no coding required
- Choosing the viewers is simply a couple of clicks
- A lot of the ad artistic is already offered from the catalog, so simply add a couple of strains of text and also you’re achieved
Once you’ve put in a small amount of effort to create the catalog, it’s plain crusing from there.
Because the retargeting advertisements can usually be run on a “set it and forget it” foundation as long as you control the frequency, they will prevent a number of time in addition to being efficient.
If in case you have an eCommerce retailer with more than a dozen or so merchandise, you undoubtedly need to add Dynamic Product Ads to your advertising combine.