How to Run Dynamic Product Ads Campaigns on Facebook for Ecommerce Businesses

November 15, 2015 | ECommerce, Facebook Marketing, Social Media Advertising

Facebook Ads has always been an incredibly strong platform when it comes to remarketing, largely thanks to Facebook’s Custom Audiences and Custom Audiences from a Website, the latter of which allows you to show ads to users who have viewed certain pages on your site—or reached certain checkpoints, such as having added something to their cart— and show them Facebook Ads.

Facebook has recently added a new tool to their arsenal for remarketing, called Dynamic Product Ads, which is a massive development for businesses who use Facebook Ads for remarketing purposes and allows advertisers to more accurately target users in less time. Dynamic Product Ads are currently going unused by a lot of marketers, but is a great go-to, particularly for ecommerce businesses with a long list of products.

What Are Dynamic Product Ads?

Dynamic Product Ads are similar to ads using custom audiences from a website as a main targeting option. Instead of having to either settle for a generic campaign for everyone who visited your site or reached a certain checkpoint or spending a ton of time creating campaigns for each specific page viewed, dynamic product ads simplifies the process.

When you run dynamic product ad campaigns, you’re able to upload your product catalogue, and using a tracking code similar to the ones we’re already familiar with, your ads will be shown to those who visited the pages of certain products, and they’ll be shown that exact product automatically (in a seemingly unique ad), without any extra work from you.

Facebook's dynamic product ads

An example of different ads Facebook will generate through their dynamic templates for dynamic product ads.

You can do this utilizing the Audience Network, taking your reach even off of Facebook to connect with relevant users.

Facebook’s Dynamic Products Ads are a game-changer, particularly for ecommerce businesses with a lot of products. Remarketing is easier, faster, and more accurate than ever, likely leading to more conversions and bigger ROIs.

How to Run Dynamic Product Ads

In order to run dynamic product ads, you need to be using Power Editor.

There are a few things you’ll need to do first before actually being able to create and run a campaign, including installing your product catalogue, installing your Custom Audience Pixel, and creating a dynamic template.

How to Install the Product Catalogue

Only Admins can upload a product catalogue to Facebook, which must be done through the Business Manager.

When you’re uploading your catalogue, you must include the following required information:

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You can do this from your business manager; under business settings, you’ll select “Product catalogues” and “Add New Product Catalogue.” You’ll name your catalogue.

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From there, you’ll add your product feed, which you can do manually or through a URL (linked to the product database on your server). Once you’re happy with it, you’ll upload the feed, which will update automatically.

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How to Run Dynamic Product Ad Campaigns

From Power Editor, you’ll create a Product Catalog Sales Campaign.

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At the ad set level:

  • Select your product set that you want to use

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  • Set your audience (you can associate a pixel or app with your catalogue)
  • Check Audience Network for placement

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  • Fill out budget, schedule, and optimization & pricing.

At the ad level, you’ll:

  • Select your Facebook Page the ad will be associated with
  • Select the creative options
  • Set up tracking
  • View a preview of your dynamic product ad as it will be seen in the Audience Network.

Once your ad is exactly how you like it, you can submit it for approval.

How to Target Users with Dynamic Product Ads

The obvious answer here is to target users through your custom audiences or custom audiences from a website. This is a good answer, but thanks to Facebook’s incredibly accurate and complex targeting system, it’s a little more complicated than that.

You really want to pay attention to how you’re targeting with these campaigns, because it’s not enough to set it on a default custom audience pixel. You can get more specific, targeting people who viewed a product, added to their online shopping cart, and/or checked out across different time frames. You want to find the most high-potential audience that will be most likely to convert when they see your ads.

A great example of a likely-to-convert audience is someone who added a product to their cart but didn’t check out within the past three days. The purchase is still fresh in their mind, and they were seriously considering (or intending on) purchasing.

Adjusting different event variables (targeting users who just viewed a product compared to adding it to their cart, or someone who completed a certain event on your app) as well as time lines (did they do so three days ago or a week ago?) will not only give you range and help you connect with as many audience members as possible, but it will help you find the sweet spot in how your dynamic product ads can best help your ecommerce business.

Final Thoughts

Dynamic product ads are Facebook’s solution to help ecommerce businesses promote all of your products to relevant, interested shoppers—both on and off Facebook, thanks to their Audience Network. Though they take some time to set up, they will save you time and money, allowing you to run campaigns quickly that will automatically be shown to your most relevant users that are most likely to convert.

What do you think of Facebook’s dynamic product ads? Have you run any yet? What do you think? Leave us a comment and let us know!

James Dickerson

Founder of CrushCampaigns

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