Facebook dynamic ads: advertising features and delivery tips

Facebook’s dynamic ads (aka Dynamic Facebook Ads or DPA) help by automating the entire ad serving process. You can effortlessly promote your entire product catalog on the Facebook network without having to create each ad individually.

Once set up, Facebook will deliver relevant, personalized product ads to people who are more likely to be interested in your products at the right time and in the right place.

Here are some other features of dynamic ads:

1. Retarget previous visitors

Dynamic ads show ads to people who have shown interest in your business by taking an action on your website, app, or Facebook page.

And, because of its targeting capabilities and vast amounts of information about users, Facebook is a powerful remarketing tool.

2. Attract new audiences

In addition to remarketing, you can use dynamic ads for other goals.

By using broad audience retargeting, you can also reach users who have never interacted with your brand. This allows you to expand your successful campaigns to a wider audience while maintaining (or even improving) ad relevance.

Importantly, dynamic ads allow you to promote more relevant products.

3. Exclude, Upsell, and Cross-Sell Past Visitors

Once someone purchases an item from you, those users will no longer receive ads for that product. This way, you can exclude large swaths of your past audience, saving valuable ad spend.

On the other hand, dynamic ads also allow you to cross-sell and upsell past shoppers, thereby increasing average orders as well as customer lifetime value.

What formats are supported for dynamic ads?

Dynamic campaigns support carousel ads, single ads, or collection ads.

Visually, Facebook dynamic product ads look exactly like other Facebook ads, such as carousel ads, as shown in the screenshot below.

With dynamic carousel ads, you can automatically show up to 30 products in a single ad unit on mobile (and up to 5 products on desktop).

Where can dynamic ads be displayed?

There are several placement options for dynamic ads:

Dynamic ads can appear in Facebook Feeds, Instagram, and the Audience Network (which lets you expand your campaigns beyond Facebook into mobile apps, mobile websites, and videos).

How to get started with dynamic ads on Facebook?

There are three things you need to do to get started with dynamic product ads.

1. Create a Facebook Pixel

First, you need to install the Facebook Pixel on your website and mobile site, or the Facebook SDK on your mobile app.

Once you’ve installed the Pixel, you can start measuring, optimizing, and building audiences for your dynamic campaigns. You’ll be able to see how people use your site across devices, allowing you to accurately track, target, and optimize.

2. Add “Events” to Web and Mobile Pages

In addition to adding the pixel to all of your web pages, you’ll also need to select the events you want to measure.

An “event” is a specific action that people take on your website or app, such as making a purchase or filling out a registration form. By setting up events, you can ensure that your pixel captures events that are relevant to your business.

Facebook recommends adding at least the following events:

Content watched events for all product pages;

Add to cart event;

Purchase event.

These are just the basic things Facebook itself recommends you track, and you’ll find yourself tracking more than just these three events in general.

3. Set up a product catalog

To set up dynamic ads, you need to have a catalog of products. Here are the steps to sort a directory:

First, navigate to Facebook Business Manager and click on the “new look” ads manager. Then select "Catalog sales" as the goal.

Click and go to the campaign page.

If you already have a directory, you can add it here. If not, click “create a catalog” and select a category that describes your business.

Then, upload your catalog using a form, data feed, or Facebook Pixel.

If you have a smaller inventory, you can enter a product feed with all the relevant attributes and upload it manually in CSV or XML format. If you have a larger inventory, you may need to use a third-party e-commerce platform to upload your information.

Name your catalog, click create, view catalog, and you’ll arrive at the ways to use your catalog page.

Select Dynamic ads.

Dynamic product ads settings

Now that the catalog has been created, you need to create a product group.

On the left side of the page, you can see your product groups listed. Click here and then click 'create product set'.

Next, you’ll need to determine the rules for your campaign and set the parameters for which products to relist based on which conditions. Here are some examples:

To retarget users who viewed your products, you can create a product set that includes “All Products”;

Use product combinations for broad targeting (without knowing your brand’s audience) or upselling and cross-selling;

Showing your products to people who don’t know your brand and excluding existing customers.

From there, you can move on to selecting your audience.

First, you’ll want to create broad audiences to target your campaigns so that you can provide Facebook with some campaign and user feedback data. This is how dynamic ads decide which products to show to which customers once your ad is up and running.

Next, you can choose from one of two options to set the objective of your dynamic campaign to “Upsell” or “Cross-sell.”

Using the Upsell option, you can create an audience of people who have already viewed your product. You want to show them other, higher-priced products to entice them to buy.

By “cross-selling,” your goal is to present complementary products to past buyers.

For example, if someone buys a phone case from you, you can show them a phone charger, etc. For example, retargeting users who viewed a campaign with related products.

Now, it’s just a matter of setting up your tracking “events” and scheduling your initial and remarketing ads to go live!

Tips for optimizing Facebook dynamic ads

Here are seven quick tips on how to optimize your product catalog and Facebook eComm bidding strategy for maximum sales and (even better) maximum ROI.

1. Make sure your product catalog is updated and accurate

Use all available data. If you have thousands of products or SKUs to promote, it can be difficult to decide which ones to feature. Bring together, for example, all the content from your Google Shopping campaigns.

2. Check Analytics Regularly and Adjust Budgets Accordingly

Don’t waste your advertising dollars on products that don’t perform well. Spend more on products that are performing well and remove products that are not performing well.

3. Use mobile-friendly images

Capture the attention of Facebook's mobile audience with large, high-quality images. Carousel ads need to be at least 600 x 600 pixels, while single ads need to be at least 12000 x 630 pixels.

4. Customized Ads (DUH)

You can customize your ads by season, such as Christmas, Back to School, Black Friday, etc., or create a template that includes your logo and brand colors.

You can customize it by adding prices to each image and specifying the font, size, and position of the text box.

Most sales are made through mobile devices, so don’t make your images too cluttered that visitors can’t see them properly.

5. Use multi-language options

Multi-language options can help you target audiences in other countries.

It's easy to create dynamic ads in multiple languages. Simply set up your dynamic ad as you normally would, then use the 'Create in other languages' feature.

6. Use animation whenever possible

The slideshow dynamic ad format can help you show users your products from different angles, including close-ups, without requiring any action from users. To create a slideshow dynamic ad, you need to add multiple images to your product feed and then check the “show when available” box in your catalog.

7. Check Pixel

Once you’ve set up your Pixel, you’ll want to check your Events page regularly to make sure it’s working properly.

Author: Hugo.com

Source: Hugo.com