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Facebook dynamic ads (originally called Dynamic Product Ads) have come a long way since they were first released way back in February 2015.
Through dynamic ads, Facebook will automatically show the right people the right items from your product catalog.
In classic remarketing style, dynamic ads typically work by reminding customers of items they have already interacted with or shown interest in. But, since their introduction, Facebook has taken things to a whole new level. Nowadays, Facebook can target users based on their interests, behaviors on other websites and whether or not they are similar to your existing customer group.
This personalized approach is intrinsic to the dynamic ads model and the reason they are so valued by e-commerce merchants in the know. You can also advertise your entire inventory without creating individual ads for each product.
That said, it’s not enough to simply employ Facebook dynamic ads. You’ll need a highly optimized product feed too, from which Facebook can draw the information to be displayed in the ad. So, ultimately, the success of your Facebook dynamic ads campaign is largely determined by the quality of your product catalog.
With that in mind, here are our top 6 tips to improve your Facebook product feed, to ensure you’re getting the most from your dynamic campaigns:
The tool that allows dynamic ads for Facebook to work their magic is the Facebook Custom Audience Pixel. It’s essential that you are using the pixel for dynamic ads to function. So, add it to your website to ensure you’re getting rich customer data and that your ads are optimized to reach the right audience.
The key is to utilize this data to optimize your feed and even create custom labels. For example, by grouping products according to promotions or best-sellers and focusing on these high conversion items. Alternatively, you could also identify products that don’t convert and exclude these poor performers from your product catalog.
This is different to creating custom audiences, which happens in the campaign setup process. By building custom audience groups, you can retarget those who interact with a product in different ways. For example, a mobile user who interacted but didn’t convert, or someone who abandoned an item in their cart. So, you could consider adding free shipping or a promotional price to cart abandoners, to sweeten the deal and earn the conversion.
If your ads are reaching the right people with intent to purchase, it would be a shame to lose them at the last hurdle. Inconsistent pricing or availability is well known as a sure fire way to lose business.
So, make sure that the prices and stock levels displayed in your ads reflect what the customer will find once they reach your store.
Productsup can automate this process for all your online stores and across all shopping and marketing channels, worldwide. So, you can be safe in the knowledge that prices and stock levels are always correct and consistent.
Using quality high-resolution images should be a given. In fact, great images are one of the most important tools to boost conversion rates. Check out our top tips to optimize your dynamic ads images:
The Productsup platform contains an advanced Image Designer which is simple to use and allows you to do all this and more.
A/B testing allows you to test the performance of different versions of your product data structure and content. By seeing which versions perform better, you can continually optimize your product feeds for maximum effect.
Along with enriching product data and images, play around with product titles or test different custom labels. This way, you can find out which approach is earning more conversions.
Take this a step further by ‘tagging’ the individual elements of each version in deep links. This will allow you to measure the performance of each product, rather than just the version as a whole.
Facebook doesn’t specify how often you should export your product catalog feed. However, regular distribution of your latest inventory will ensure that it has the best and most up to date data possible. We recommend daily exports to maximize your marketing potential.
With Productsup, exporting your feed is quick and easy.
A great dynamic ads campaign on Facebook is not only dependent on your product feed. Without strong campaign management on the Facebook business account side, you’re only running at half of your maximum potential.
On that note, adding additional product sets is a great way to further streamline your dynamic ads. In fact, there’s a strong correlation between the number of product sets and conversion rate.
Let’s say a customer viewed a pair of Nike shoes. You could take the relevant data from your product catalog (in this case category and brand) and create product sets for each. Once these are set up and linked, that customer could then be dynamically targeted with other relevant products outside of Nike shoes. In this case, shoes from similar brands, or other products from Nike.
Try adding more product sets and see the effect it has on your business.
All the above tips can be easily implemented with the Productsup platform. Facebook in fact recommends Productsup to its e-commerce advertisers. The Facebook dynamic ads product feed template and specs have been integrated within the software. So, you can save time and get straight into fine-tuning things hassle free and without worrying about the basics. Get in touch to get started today.
Or, if you’d like to know more about advertising on Facebook, check out our ultimate Facebook advertising guide for e-commerce. It comes packed with tips and tricks to create the perfect feed for Facebook dynamic ads, and includes a detailed look at why with Productsup you’ll save time and improve performance.
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