Facebook Ads – dynamic ads for the e-commerce industry

Facebook Ads gives advertisers a wide range of promotion opportunities. They are aimed at both online stores and owners of service companies operating in various sectors. One of the possibilities Facebook offers advertisers are dynamic ads. However, to get the best results from them, you need to know how to properly run them.

Dynamic advertising on Facebook – automation

In the case of the e-commerce industry and the promotion of products available in online stores, it is worth focusing primarily on dynamic product ads that will automate the entire campaign.

In this article, I would like to focus on the advertising automation possibilities that Facebook offers to online stores for offer promotions.

Campaign preparation

Our campaign will be based on the goal of Sale from the catalog. It is selected in the Ad Manager.

Source: facebook.com

Before you start building your campaign, however, there are a few things you need to do in order for your ad to function properly.

Product catalog

The product catalog is a list of goods that we want to advertise via Facebook. Each of them should have a name, short description, price, image, as well as a landing page URL – all the elements that are necessary to create an ad. The preparation of the aforementioned catalog will enable the Facebook tool to dynamically change advertising creations and automatically target specific goods to people who may be potentially interested in them.

Importantly, individual categories of goods can be grouped and create product sets, for which you can then create separate sets of ads, targeting them, for example, to different audiences. So if you sell cosmetics for both men and women, you can create separate sets of products and advertisements for them, which will be targeted at different people.

Facebook Pixel

Another important issue next to the product catalog – is the Facebook pixel. This is a piece of HTML code generated by Facebook that needs to be added to your website. What is it needed for? Thanks to it, you can collect information about users visiting the website. The collected information can then either be used in advertisements or used as input to make changes to the website. However, don’t be afraid, this is not sensitive personal information. It is more about what subpages users visit, what they click on and what actions they avoid. This type of information is very important for advertisers, because thanks to it they can precisely target ads by building non-standard audience groups.

Target groups

Thanks to the pixel mentioned above, we can create non-standard recipient groups, as well as groups of recipients similar to them. In practice, these are people who performed specific actions on the website, for example, they visited a selected subpage, viewed specific products, added something to the basket, but did not make a purchase. For each of these groups (however, a large number of them must be collected, preferably 50 a week, for the Facebook algorithm to work properly), you can also use the Facebook tool to search for similar people and target them with advertisements. This has a big impact on the quality of the campaign and the profits it brings.

Dynamic advertising

To create an ad campaign with the goal of “Catalog Sales”, you first need to submit the catalog to your Sales Manager. It is important to prepare it well. The errors that appear may reduce the advertising opportunities. Remember that all changes to the catalog should be made from the website, because Facebook will make them in a timely manner and update the catalog itself.

You have 3 options to add a directory to Facebook:

• send information about products and manually enter them,
  associate the catalog with the platform on which your online store is located – it is important whether you host products on a partner platform integrated with Facebook (they include: Shopify, BigCommerce, ChannelAdvisor, CommerceHub, Feedonomics, CedCommerce, adMixt, DataCaciques, Quipt, Zentail , Magento, OpenCart, WooCommerce).
  prepare to generate an XML or CSV file from your store and thus connect the store directly with the catalog on Facebook, thanks to which you will always have the current assortment in your ads.

After adding the catalog, you can prepare sets of products that you will later use when building a campaign for Facebook users.

Dynamic creations

After preparing the above elements, you can proceed to the next stages of creating an advertising campaign, i.e. creating ad sets and then advertising content. I would like to emphasize that dynamic product ads on Facebook look the same as standard or carousel ads, their appearance is automatically adapted to the place where they are displayed at the moment.

The characteristic feature of this campaign is that instead of preparing a separate ad for each product, you can create one ad for all of them and let Facebook automatically match the creations to selected users. The dynamics of these ads depends not only on where they are displayed, but also to whom which creatives are displayed.

Advantages and disadvantages of dynamic ads

Why should I use dynamic ads?

First: it saves a lot of work in building the campaign. This is typical automation.

Secondly: this type of advertising is tailored to the needs of specific recipients, i.e. potential customers. This maximizes the personalization of the ad, which in the case of online stores increases the likelihood of a sale.

Third: dynamic advertising is constantly optimizing.

Facebook dynamic product ads save you valuable time spent on campaign preparation. In addition, the content of advertising messages is precisely tailored to the needs of customers – they are based on products that potential recipients have already expressed interested in viewing them on the website of a given store.

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