Facebook Dynamic Ads

Is setting up Facebook Dynamic Ads a pain? Yes. Will you encounter issues that are undocumented requiring more experimenting. Possibly.

Then why should you care?

When they are performing, they increase revenues cost effectively. Plus until you change your product inventory or change prices, these are set and forget campaigns. Since Facebook campaigns can be extremely time consuming anything that saves you time is welcomed in a big way. Plus there are other great features like upsales and showing specific products to people that bought a product or group of products. Read on for more on this.

What Are Dynamic Ads?

Let’s start with the definition of “remarketing.” This is where you show ads to people who visited your internet property previously (typically your website). You can set up all kinds of rules for these type of remarketing ads too such as target people who abandoned a shopping cart.

The parameters in Ad Words is really impressive. You can target people with all kinds of rules such as those that stayed on your site for three minutes and didn’t purchase or went to page A then page B, etc.

In Facebook, most people set up remarketing to build target audiences of people that came to their site but didn’t take a specific action. These ads can work but for companies that have a lot of products they are far less effective than Dynamic Ads.

Dynamic campaigns show you Facebook ads for specific product pages you have previously visited. If you looked at multiple products during the same session you might even see a carousel ad that lets you swipe through all of the products you explored. The ads are saying: “hey remember this thing you were interested in? Come back and check it out again.”

You can set up the ads with the following options:

  • people who viewed a product page
  • people who added the product to a cart
  • up-sell ads for those that bought specific products in a product set
  • cross-sell products for those that bought from a product set
  • create custom combinations.

Imagine advertising lenses and memory cards to those that just purchased a new camera? Or strings, capos, tuners, or amplifiers for those that just purchased a new guitar? Or stichguides to needlepoint pattern buyers.

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Enhanced Facebook Pixel Code

Many of you know about the Pixel Code that allows you to track conversions and build remarketing audiences. You need to add the Pixel Event Codes to specific pages based on where someone is in the buying experience. There are event codes for viewing products, adding them to carts and then the purchase. Adding these enhanced tracking codes allows you to accomplish all of the options mentioned in the bullet points above.

Facebook’s Business Manager

You must use the Business Manager to create your product catalogs and product feeds. If you were working with a consulting service such as mine, you would need to create a business manager account, provide me access to your ad account and share your Pixel Code with my Business Manager account.

Product Feeds, Product Catalogs and Product Sets

Product feeds are the spreadsheets of all the information Facebook needs to dynamically create your ad for specific parameters. This spreadsheet has your product ID, product description, link to an image, price and a few more pieces of information in it.

Your product catalog is a container for your product feeds. Product sets allow you to set up filtering in your catalog for specific types of products or brands used in the enhanced targeting mentioned earlier. Inside one Product Catalog you can set up your initial product set, then create another set you want to use for up-selling for example.

Once you upload the feed to your product catalog you can create campaigns in your ads control panel for dynamic ads.

michael-newman-consulting-dynamicic-ads-product-catalog

Keeping Your Sanity

Try the process out on just a few products to work through the issues before you create a huge spreadsheet of products that doesn’t work. When you upload a product feed, Facebook analyzes the feed for compatibility with their required fields. If errors are found, Facebook will let you know what they are.

Remember, remarketing at a minimum is a two-step process of getting someone to your website, then bringing them back with the dynamic ads. So when doing the ROI analysis you have to add in the cost of your first campaigns to get the traffic in the first place.

Frequency is crucial for remarketing to work. You can see frequency as an average across all your impressions per campaign. It can take 5 to 10 viewings of your ad for someone to react which of course is no different than traditional print advertising practices.

Test, analyze, adjust and repeat. Be patient and keep at it while adjusting to increase performance and Facebook Dynamic Ads just might pay off for you.

Can you use Dynamic Ads for non-ecommerce sites? I’m not sure as Facebook is conspicuously quiet on this subject. It definitely was created for shopping. I am not sure if you can put variables in the price fields other than numbers. Soon I will be testing this though and I’ll update a newsletter with the information.

I’ve compiled a document for my clients with all the steps that I use now to get this rolling which brings up another point – take detailed notes of how you did everything and this will save considerable time later.

I’ll warn you now not everything is documented and you may need your developer to look at some API docs to flush out how to do this without coding, or you could contact me for help. I just plowed ahead and tried something different when I got errors. I finally cracked the code and you can too.  Good luck.

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