Specifically, with ads that are more targeted and more relevant.<\/p>\n
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And Facebook\u2019s Dynamic Product Ads are one of the best ways to do that<\/strong>.<\/p>\n For example, luxury sunglasses brand 9Five saw a 3.8X return on ad spend<\/strong><\/a> and a cost per acquisition 40% cheaper than their goal by implementing dynamic product ads (DPA\u2019s).<\/p>\n In this actionable guide, we\u2019re going to take you step by step through the process of setting up your first Dynamic Product Ad campaign.<\/strong><\/p>\n <\/p>\n As an advertiser, imagine if you could design the perfect ad type. These are the main features that would be on our wishlist:<\/p>\n Welcome to Dynamic Product Ads!<\/p>\n Facebook does a great job of summarizing what DPA\u2019s are<\/a>:<\/p>\n Dynamic ads look similar to other ads on Facebook, Instagram, Messenger and the Audience Network. However, instead of individually creating an ad for each of your products, you create an ad template that automatically uses images and details from your data feed for things you’d like to advertise. Dynamic ads use your Facebook pixel or SDK to show ads to people who have already shown interest in your business by taking actions you care about on your site.”<\/i><\/p><\/blockquote>\n You\u2019ve probably seen plenty of these ads in your Facebook feed, but to recap here\u2019s an example from eBay. At any one time there are millions of products listed on their site, but they can advertise the exact same products that people have recently viewed:<\/p>\n As standard carousel ads can display up to 10 images, if you are starting out and have under 10 products, you may prefer to keep it simple and use carousels.<\/p>\n For 10-20 products, if they are all very similar you could get away with a normal carousel ad showing just the best selling options.<\/p>\n As a rule of thumb, if you have over 10 items and they are diverse, or over 20 products even if they are similar, it\u2019s time to consider adding DPA\u2019s into your marketing strategy.<\/p>\n If you’re looking for other ways of retargeting that don’t involve Dynamic Product Ads, join us on Thursday for our free webinar covering Facebook and Google retargeting strategies.<\/strong><\/a><\/p>\n Click Here (or on the image) to reserve your FREE spot<\/p><\/div>\n In this free webinar, our Facebook Ads Specialist Paul Fairbrother will run through the warm audiences that you must be using to be successful in 2019. We\u2019ll also cover the best converting retargeting strategies<\/strong> including Evergreen campaigns which allow you to run your retargeting on autopilot.<\/strong><\/p>\n We\u2019ll then turn our attention to Google, where our Google Ads Specialist Bruno Morris will cover how to set up your Google Ads retargeting for maximum ROI.<\/strong><\/p>\n Join AdEspresso for this exclusive one-hour live training!<\/strong> <\/a>Can\u2019t make it or want to watch it again? No problem! We\u2019ll be sending you the recording shortly after the end of the webinar.<\/p>\n<\/div>\n To successfully set up Dynamic Product Ads<\/strong> for best results, here are the five key steps you need to take.<\/strong><\/p>\n To get started with pixels, check out our handy guide here<\/a>. Most major shopping carts can then automatically populate the pixel events. The main pixel events required for DPA are:<\/p>\n The pixel events allow us to create a highly relevant audience, for example, people that have viewed a product but not purchased it.<\/p>\n We\u2019ll cover this in more detail below, but essentially you need to link the catalog on your eCommerce store to Facebook so that it can be plugged into the ads.<\/p>\n For general retargeting of people that have viewed a product, it\u2019s useful to have a product set that contains all products. However, you also want to create sets of carefully curated products for broad targeting, up-sells and cross-sells as we\u2019ll cover below.<\/p>\n Imagine Apple decided to run DPA ads to cold traffic. It would make sense to create a product set containing the latest iPhones, iPads, and MacBooks and exclude the rest to showcase just the best products, otherwise, the ads might be filled with dongles, more dongles, and yet more dongles.<\/p>\n There are four main options to consider when selecting the audience:<\/strong><\/p>\n These are Facebook users that haven\u2019t viewed your products yet. Facebook optimizes which products to display over time based on results.<\/p>\n As covered above in the pixel section, you can show relevant ads to prospects that have interacted with your shopping site but not yet purchased.<\/p>\n Show a product set to users that have viewed a different product set. For instance, if someone views individual items for sale, retarget them with discounted bundles.<\/p>\n Maximize your customer lifetime value by showing relevant products to purchasers. As an example, if a customer buys a cellphone show them ads for a case, charger and screen protector that fits that model.<\/p>\n Don\u2019t worry if you\u2019re not sure which option is best to use at this stage, we\u2019ll cover these<\/strong> in more detail when we turn our attention to campaign setup later on.<\/p>\n This is the easy part, as most of the information is populated from the product catalog<\/strong>. You can use \u201cdynamic placeholders\u201d in the ad text, this is where the brand or product name, item description or the price can be pulled in from the product catalog and shown in the ad<\/strong>.<\/p>\n Your eCommerce site will have a database containing all the products and the important information such as brand, product name, price, and image. Now we need to export that to Facebook so that we can convert the catalog into ads.<\/p>\n Originally, this was a manual process that involved exporting a CSV or XML file containing the main product attributes.<\/p>\n We still use this sometimes for small catalogs, but where possible it\u2019s good to use a plugin to automatically sync the eCommerce catalog to Facebook. Without this, a new upload is required every time a new item is added to the website.<\/p>\n Every eCommerce platform has catalog integration options, and below we\u2019ll cover examples for Shopify and WooCommerce.<\/p>\n Over 40,000 Shopify merchants use the Flexify app<\/a>, with a free plan available if you\u2019re syncing up to 1,000 products.<\/p>\n\n
What are Dynamic Product Ads?<\/h2>\n
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<\/p>\nWhen NOT To Use Dynamic Product Ads (and What TO DO Instead)<\/b><\/h2>\n
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<\/a>Dynamic Product Ads 101<\/h2>\n
1. Install the Facebook pixel on your website or use the Facebook SDK for mobile apps<\/h3>\n
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2. Create Your Product Catalog<\/h3>\n
3. Segment the Products into Product Sets<\/h3>\n
4. Decide Which Audience to Use<\/h3>\n
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Broad audience:<\/b><\/h4>\n<\/li>\n<\/ul>\n
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View content or add to cart but not purchased:<\/b><\/h4>\n<\/li>\n<\/ul>\n
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Up-sell:<\/b><\/h4>\n<\/li>\n<\/ul>\n
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Cross-sell:<\/b><\/h4>\n<\/li>\n<\/ul>\n
5. Create Your Ad<\/h3>\n
Creating Your Facebook Product Catalog<\/strong><\/h2>\n
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<\/p>\nShopify – Fleixify<\/strong><\/h3>\n
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There are then a range of filters that can be used to create the set. Often, unless you have a huge catalog, the best option is to use the \u201cproduct\u201d filter and then build the set manually by selecting each product to include.<\/p>\n![\"\"](\"https:\/\/adespresso.com\/wp-content\/uploads\/2019\/07\/Screenshot-2019-06-08-at-20.59.24-887x1024.png\")
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