Dynamically Promote Your Products on Facebook
Since the announcement of Facebook Dynamic Product Ads, retailers are attempting to integrate their previous marketing strategy with Facebook’s latest marketing technology to stay ahead of their competition and leverage advanced user data and targeting capabilities.
According to Stephen Kerner, Retail Search Manager at CPC Strategy, retailers have been “both excited and interested” in response to Facebook’s latest advertising platform – yet many brands continue to remain skeptical of how well the latest social media platform is performing.
“So far we’ve seen Dynamic Product Ads outperform the regular re-marketing ads,” Kerner said.
“We’ve noted good results in comparison to our old marketing campaigns. My advice to retailers would be to definitely include Facebook Dynamic Product Ads in addition to what they are already using for Facebook advertising.”
If you haven’t already implemented Facebook Dynamic Product Ads, we’ve organized a step-by-step process on how to get set up on the platform.
Before you can set up you Facebook Dynamic Product Ad retailers will need to install:
- Facebook Business Manager
- Facebook Conversion Pixel
- Product Catalog and Upload a Feed
- Custom Audience Pixel with a Dynamic Element
How To Set Up Facebook Dynamic Product Ads:
Step 1: Go to Power Editor and download the account
Step 2: Create a new campaign
Step 3: Name it > Select Automatic (for now) > Select Product Catalog Sales objective
Step 4: Create Ad Set by selecting the ad set tab and hitting the “+” > Choose the campaign > Name Ad Set
Step 5: Product Sets (created at the Ad Set Level)
First you will select your product set. Your product set are the products that will be shown in this ad group. For your first Ad set, you should create an All Products group, so you will not filter the product set. This will make sure you are covering your entire product catalog.
Step 6. Once you create the product set, you select the product set you want to target for your current ad set
Step 7. You can also filter the product you want to show in a given ad set, by filtering the product set. Doing this will show only these products to the audience you are targeting. I.E. If I filter to show engagement rings and I’m targeting product viewers, then only these products will show.
Step 8. Create Ad Template
- Select the page you are creating an ad for
- Select either Single or Multiple Image Ad Unit. TIP – With standard product images, the multiple ad unit looks better.
- Type in the website you are advertising for (this should be the homepage
- Select the text you want to display at the top of the ad.
- This is where you will want to relate to your audience.* Remember to create an ad copy that your audience wants to see and read.
- You can put in your own text, or use fields from the feed such as Brand, Name, Price, Etc. or you can use a combination of both.
- The last part of the ad copy is where you will select the product information and set the CTA.
- The Headline is on top and the description is below; you can also choose different fields from the feed to populate this section.
Pro-Tip: You might want to focus on your flagship products. If you are doing this, you will want to create a new product set and filter the product set to contain only those products.
Facebook Product Ad Resources:
- Facebook Product Ads: What the New Program Means for Retailers
- Facebook Dynamic Product Ads Live in Power Editor
- Facebook Friend-To-Friend Payments Paves the Way for Ecommerce Platform
- Facebook on the Forefront of Retail Advertising with TheFind Buyout
- Q&A with Brian Carter Bestselling Author of ‘Facebook Marketing’
- 5 Retail Experts Weigh in on Facebook Product Ads
- How to Get a Higher ROI on Facebook Ads Using AdEspresso
- Will Retargeting Platform AdRoll Brave the Launch of Facebook Product Ads?
- How to Install Facebook Conversion Pixel & Track Your Ads Across Devices
- Facebook Product Ads: A Retailer’s Guide to Facebook Advertising