As adverts are becoming increasingly intrusive in our world today, customers are becoming increasingly less responsive to adverts. Some customers have gone as far as getting ad blockers on all their platforms. All these mean an abysmal click-through rate (CTR) for the typical display advert.
However, not all hope is lost, some moves can be made to increase the efficiency of your ad campaigns. One way to get this done is to increase the relevance of the ad and optimize its targeting. There is no better way to get this done than by using Facebook Dynamic Product Ads.
In your role as an advertiser, you have to come up with the ideal ad type. An ideal ad type is one that has the following descriptions or features:
- Customizable and relevant to the product on display and the customer too.
- Blends well with several placements especially the ones on Instagram, Facebook and Audience Network.
- Not complicated to set up and very cheap to keep running.
- Result-oriented and leads to an excellent return on income.
What are Facebook Dynamic Product Ads for eCommerce?
In summary, this is a new package from Facebook that allows you to establish customized and auto-generated adverts using information from customers who have shown interest in your application or website.
Dynamic ads look very much like other regular adverts on other platforms like Instagram, Audience Network, Facebook and Messenger. The main difference here, however, is that you do not waste time creating ads one by one for each item but you create a template that generates the images and details on its own using information from data feed for products or items you want to get customers for.
To show the ads to customers, dynamic ads utilize Facebook pixel or SDK and it focuses on people who have shown interest earlier by visiting your platform, using your application or browsing your directory.
Dynamic Product Ads Should Not Be Used In Some Instances
With regular carousel ads, as much as 10 images can be displayed but for those who are inexperienced or do not have as many products, there is no need for dynamic ads.
For those who have over 10 products to display and the products share a lot of features, a standard carousel ad is not good enough.
The general thinking in the ad community is that if you happen to have more than 10 products in your collection or they are different, the best move to implement is to go with dynamic product ads.
How to Create and Use Facebook Dynamic Product Ads
The creation of a dynamic ad on Facebook can be done using an individual image, carousel or a collection. Rather than creating ads one after the other using individual images from the product collection, the dynamic ad allows you to do it more easily. An advertiser can simply create an ad template that can make use of photos and other details on its own from the catalog.
Whenever a dynamic ad is created, there are alternatives in place that can be used. These include offers and many overlays. These alternatives are used to make consumers take action upon seeing the ad.
Starting with Facebook Dynamic Ads
Here are the steps that have to be taken before proceeding with the creation of a dynamic ad:
- Get the Catalog Done
The first step to be taken here includes the creation of the catalog which is then included in the inventory. The catalog is a collection of all the details relating to the products or items that you want to market. Inside the catalog, you open up product sets and the essence of this is to give you control over the kind of products that will be appearing in the ads presented to the consumers.
Installation of Facebook Pixel
The Facebook pixel is a specially-designed feature for analytics. It helps you have a better comprehension of all the activities that customers and other visitors are doing on your website. Before dynamic ads can run, you must have the pixel code added to three important standard events. These are ViewContent, AddToCart, and Purchase.
Link your Pixel to the Catalog
Now that your catalog and pixel are in place, the next thing to be done is to connect the two and there is a good reason for that. Connecting the two is going to make it possible to display products from the catalog for customers who have come across the products or have tried searching for the same products in the past.
Creating the Dynamic Ad
For the creation of a dynamic ad, here are the steps to be taken:
- Under the Ads Manager platform, select ‘+ Create’.
- Start your campaign. While doing this, have it at the back of your mind that the ‘Catalog Sales’ feature is selected as the market objective, this should be done before choosing the catalog.
- The next step is the creation of an ad set. Have it in your mind to select the product set that you have in mind to promote to your customers. After that, you do the set up for the audience, budget, placement, and the schedule. All these have to be carefully done so that you can get the results that you want for your products. For those who find all this too complicated, there are ad experts at Facebook and they assist people with it. All you need to do if you need their help is to schedule calls from your Facebook business account and they can put you through every stage of the dynamic product ad creation.
Kindly note that while all this is being done, the consumers that you are targeting are all based on the data from the pixel. This means you can modify the whole setting to change targets regarding old customers or you can even select a larger audience of customers.
- Choose the ‘Single Image’ or ‘Carousel’ feature.
- Tick the box that comes with the options as thus:
- Include a card with a fixed image: If the plan is to display a particular image that stands for your brand before promoting the items, this option is ideal for you.
- Include a card with the profile photo of the Page: For those who want to add a card alongside the carousel that connects with the Page, this alternative is for you.
- Insert the copy of your ad in the box that reads ‘Text’.
- Add information to the headline and News Feed Link Description for your item set.
- Include a call-to-action button to your ad but this is optional.
It is good that you include the website of your URL or the URL to one of the parts of your website that contains details of the items you want to show your customers.
- You can also decide to include a deep link that is associated with each of the products that show up on the ads but that is not compulsory. The main benefit of the deep links is that they allow for easier coordination with regards to how prospective customers are directed to the relevant section after they have interacted with the ads.
- Once all details are complete, save the changes made and your dynamic product ad is ready.
Are you using Dynamic Product Ad (DPA) campaigns as part of your Facebook Campaign strategy? Comment below and let us know how you are using DPA ads.