A Complete Guide to Facebook’s Dynamic Product Ad Campaigns

by Emily Retherford

3 min read

Technological growth, particularly in social media, has quickly shifted marketing and advertising into a new era. With the boom of big data, Facebook has accelerated its revenue growth through audience-targeting advertisements, known as dynamic product ads.

What Are Dynamic Product Ads?

Facebook dynamic product ads allow business owners to target consumers who have previously visited their website by displaying advertisements, featuring products that Facebook thinks your clients are already interested in due to their search history. The items shown in the ad are completely determined by what past customers have previously expressed interest in, viewed, or purchased. This makes Facebook dynamic product ads an extremely personalized route to showcase products to your clientele.

How Do They Work?

Through the power of Facebook Pixel, behavioural information about visits to your company’s website is employed by the social media behemoth to decide which items should be displayed in your Facebook ads. This process is known as retargeting and is considerably effective at turning window shoppers into long-term customers.

  • Retargeted users are 70% more likely to buy your product.
  • Retargeted ads can increase brand search exposure by over 1,000%.
  • Retargeted ads get a click-through rate of 0.7% versus display ads that have a rate of 0.07%

Through small snippets of code added to the site of an online merchant, retargeting is made possible. When users interact with a company’s website, but do not make a sale, retargeting codes track these people, supplying an array of media ads on other sites in an attempt to reengage their interest. A Qualtrics survey discovered that over 70% of online marketing companies are setting aside growing amounts of capital for retargeting.

What Behaviours Can You Target?

Facebook dynamic product ads allow you to target three unique customer behaviours and online interactions:

  • Viewed content: Once a person sees a product page within your e-commerce site, you can start delivering ads featuring that same product, enticing him or her to take a second look.
  • Add to cart: When a user adds an item to a cart, but does not follow through on the purchase, you are able to target him or her with ads that only promote that product.
  • Product purchase: After a customer purchases a product from your online store, you can deliver ads including related products, new arrivals, upsells, and whatever else Facebook deems valuable to the customers based on purchase history.

Through the “Audience” section, you can decide which of these behaviours you want to target. These custom audiences have already been created specifically for you by Facebook Pixel, saving you a considerable amount of time.

Uploading Your Product Feed

A product feed, or product catalog, is a list of items you want to advertise on Facebook. Each item in the list contains specific attributes, such as a name, product ID, availability, description, image URL, and landing page URL, which are used to generate an ad. To begin uploading your product catalog to Facebook, create a Business Manager account. Next, place Facebook Pixel on your app or site, modifying it to report viewed items from your product feed in addition to products that were added to the cart and items that were purchased.

Using the Facebook Power Editor

To design a dynamic product ad, go to your Facebook Power Editor and follow these steps:

  1. Select “Create Campaign,” and click on your objective “Promote a Product Catalog.”
  2. Next, name your ad and ad set. Use a descriptive title for each one of your Facebook advertising campaigns so you can easily identify it in the future.
  3. With “Product Catalog Sales” as your campaign object, click “Create.”
  4. After clicking “Create,” edit your ads to guarantee they promote the correct item catalog. Make certain they are properly set up, and then choose your audience, placement, budget, location, and other targeting options.
  5. Go to “Product Set” by clicking on the “+” button, which is found under “Promoted Products.” Filter your item set by brand, category, availability, product type, and price, which grants you the ability to design highly targeted ads. These filters automatically organize your products by the way you created and organized them on your product catalog.
  6. Now it is time to create your own ad. Navigate to the “Ads” tab, and choose whether you want to create a new ad or use an ad that has already been created within the ad set.
  7. Choose keywords. Unlike any other Facebook ads, dynamic product ads need the use of special keywords. With these keywords, Facebook can populate your ads automatically with relevant product information.

As a final thought, it is essential that you keep your dynamic ads relevant and make sure they apply to potential products that could show up.

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