Today in the world of Ecommerce Marketing, Facebook Dynamic Ads are considered one of the most successful ad formats. This format uses a dynamic template, which derives product data from your complete product catalog to automatically generate ads for you. This helps brands, retailers, and advertisers of any kind to dynamically create their ads targeting their users with suitable products depending on their previous shopping preferences or choices.
What is a Dynamic Product Ad?
Dynamic Product Ads are used for displaying either single or multi-products on Facebook. These Facebook Dynamic Product ads are displayed to customers who have already visited the company website, and have checked the products there. Facebook publishes these dynamic ads to these customers, as it already knows what they are interested in based on their online behavior on the company website.
Dynamic Product Ads can be used for targeting three different types of customer behaviors:
- Viewed Content: There are customers who have viewed your product page or a specific product on your online store. You can start serving them ads on their Facebook page which displays the same product, encouraging them to take another look at the product/s.
- Added to Cart: There will be customers who would have added products to their cart, but have not purchased them yet. Serving Facebook ads which specifically endorses that product, will give them the required push to revisit the site and complete the final purchase.
- Product Purchase: Customers who have successfully purchased a product online, can be targeted with ads introducing related or similar products, upsells or latest arrivals. They can be served with ads with any other product which may be valuable to them depending on their purchase history.
Products displayed in the ad are completely influenced by what these customers have already searched for, expressed their interest for, or have purchased previously. This makes Dynamic Product Ads an extremely custom-made approach to get in touch with your customers and display the products which they are actually interested in.
Dynamic Product Ads not only provide a company’s marketing campaign with an additional layer of personalization, but at the same time they help in saving time and efforts by allowing you to serve highly relevant Facebook ads to your customers. You won’t be required to create different ads for each and every product displayed on your website.
Why is Facebook Dynamic Ads Unique?
Ideally, Facebook is not the place to advertise for online retailers. So why are people so excited about Facebook Dynamic Ads? What is so interesting and important about them? Simple answer, because everything about Facebook Dynamic ads is unique.
Data feeds are used by Facebook Dynamic ads to generate and publish millions of unique ads. They filter out all the boring, repulsive information like brand names and shipping information etc. into interesting, attractive ads for the Facebook users. These Dynamic ads are either single-image ads or carousels or collections.
Secondly, these Facebook Dynamic ads can be published to Instagram and audience networks also. Earlier, advertisers had to work separately on different sites and networks. The grassroots efforts towards growing mobile and native ad networks, is Facebook audience network. It is helpful to the advertisers as they can advertise and target the right audience without completely overloading spaces like Facebook and Instagram.
How can Facebook Dynamic Ads boost your eCommerce sales?
Promoting every single product from your catalog
Instead of creating an ad for each product in your catalog, Facebook Dynamic Ads are created for the entire catalog based on a scalable, dynamic template. Which means you will be required to create only one ad and Facebook will automatically extract the related information like the product title, prices and availabilities, to dynamically serve ads to target audiences.
Targeting only those who are likely to buy your product
With the help of a rich pool of audience information, detailed tracking and an intelligent algorithm, Facebook’s advertising formats offer extraordinarily advanced targeting proficiencies. Facebook Dynamic ads show the exact products which the user has previously shown interest in.
Compatible for all Devices
The best part of Facebook is that it can deliver impeccably tailored advertising on any type of device. It can reach and target unique users across all types of devices.
You can plan your Campaign performance
A large number of tools and features for monitoring and optimizing the performance of your campaigns, ad sets and ads, are available on Facebook. Facebook makes it easy for you to understand your audiences, to test which campaign settings are beneficial and giving results and to find out how these settings affect the advertising and sales success.
Setting up Dynamic Ads for your Products
Before you begin creating and posting Facebook Dynamic Ads:
- Create a Facebook ad account by producing your first ad or by visiting Ads Manager.
- Create a Facebook Page for the business you represent.
- Use a Business manager to set up your account to run dynamic ads.
First step is to upload your product feed. This feed should contain an all-inclusive list of your products which you wish to advertise on Facebook. Once logged into your Facebook Ad account, go to the Main Menu and choose the Assets section. Click the Catalogs link under the section. This is the catalog manager. Click on “Create Catalog.”
On this screen you can choose your catalog or business type from the four options:
- Real Estate
For example, let us select E-commerce option.
After selecting the E-commerce option, go to the next step. On this screen, you will be able to create your catalog by selecting the business category you want your catalog to belong to. Once the account is selected, give a name to the catalog and click on create. This name is viewable only by you as the administrator. Congratulations! Your catalog is created.
Then click on the “View Catalog” button.This is the screen where you will be able to add all your products. Click on “Add Products” to start adding pictures. For adding pictures, you will be prompted for options. Generally data feed or the pixel is used. For example we will use Data feed.
Select the options Use Data Feeds and then go to the Next page. You can now set up the data feed. Doing this is easy if you are using Shopify, Magento or BigCommerce.
All of them have Facebook Feed Plugins. In case of any issues or help required, Facebook will help you and guide you with you instructions for your platform. After the feed is uploaded, click on the button “Done.” Now you are ready to set up your Facebook Dynamic Ad.
2.Custom Audience Facebook Pixel
In order to measure all the statistics and reports on user activity, next you need to configure and set up the Custom Audience Facebook pixel on your website. It is a very simple process, thanks to the integration of Google Tag Manager and Facebook. First visit your ads manager account, select measure & report and then click on the pixels link. Every ad account will have a unique pixel so there are chances you will see more than one options. You will need to find the correct pixel for your specific website and then select it.
After selecting the Pixel, click on the setup button. Three options for installing your pixel will be reflected on the page. You need to select the first option which say “Use an Integration or tag manager”.
After this you will need to choose a partner from various options like Google Tag Manager, 3dcart, BigCommerce, Magento, Shopify etc. For example you select Google Tag Manager Option. Setting up your pixel with the Tag Manager integration Facebook will automatically set up automatic the entire event. Once you select continue, a new popup window will be seen. You will need to choose the Google account which you want to use for this posting.
Once you have chosen the Google account, you will be redirected to a new screen. On this new page you need to select the Google Tag Manager account. You might have multiple accounts and containers to choose from. Choose the correct account and container and then move to “Finish Setup.” It is recommended to download the Facebook Pixel Helper to make sure your pixel is live on your site
3.Creating your Facebook Dynamic Ad
Finally it is the time to create your Facebook Dynamic Ad. Go to the main menu and select Ads Manager which falls under the Create & Manage section. This is the page where you can choose your campaign marketing objective. Since we are working on creating Dynamic Product Ads, hence select Catalog Sales under the head Conversion.
First you need to name your campaign. After that set up your ad account. On the setup ad account page you will be required to choose your country, currency and time zone. After that you will be asked to connect a pixel. Select the pixel which you have created and then save. After Pixel selection, it is the time to define your target audience. You need to decide who you want to see the ads posted by you. You have 4 default options to choose from:
- Viewed or Added to Cart But Not Purchased
- Added to Cart But Not Purchased
- Upsell Products
- Cross-Sell Products.
For this example, “Added to Cart but Not purchased.” This option targets any person which has added your products to the cart but have not made the final purchase yet. In this case, a Facebook ad of the exact product which they were looking at earlier will be shown on their page.
How do you achieve this?
- First, you need to Select, “Use info from your pixel or app to create a retargeting audience.”
- Then choose, “Added to Cart but Not Purchased.” And then set the number of days to view you want to keep.
- Then you will be required to set up placements and the budget. It is recommended to choose automatic placements.
As for as budgeting and scheduling options, you can start with as low as $1.00 a day. Let us choose $5.00. Your decision of spend and budget will completely depend on the type of products and your business goals.
Once you have selected all the options, it is the time to create your ad.
Please ensure that you have selected the correct Facebook Page and Instagram account to publish your ads.
You will be required to choose an ad format, whether a single image or carousel or collection. The final stage is filling out the content for your ad copy. You can add a description, product name etc. After mentioning all the required information, click the confirm button.
Congratulations!! Your Dynamic Product Ad would be live soon.
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