If you’re active with online marketing and advertising, then there’s a good chance you’ve heard something regarding Facebook Dynamic Product Ads. Yet despite all the buzz circling around this new edition to Facebook, there’s actually very little information or support available to get you started using these ads.
Part of the reason behind this is that the documentation provided by Facebook, on Dynamic Product Ads, is highly technical and enough to make even the most tech-savvy person’s eyes glaze over.
What are dynamic ads? Here’s a hint: They’re not multiproduct ads.
Another reason why there’s not enough information online regarding Dynamic Product Ads is because they’re being confused with Facebook’s multiproduct ads.
Beware: These two concepts may look the same, but they each have their own, unique purposes and capabilities.
First thing’s first. In order to make the most out of Dynamic Product Ads, you’ll need to have a Business Manager account. Be sure you set up your account with Facebook, the move on to the next step.
Next, you have two options to upload your product catalog to Facebook. You’ll discover, in our opinion, that these options are the “pretty simple” way and the “my gosh this is difficult” way.
You’ll see what we mean in a moment.
Create Dynamic Product Ads – the hard way
Let’s get the hard way over with first, just in case that’s your cup of tea. In order to upload your products this way, you’ll have to create a .CSV or .TXT file featuring all of your products.
Once you create that mind-boggling list, you’ll need to manually upload that file to your Facebook Business Manager account. Keep in mind:
Every time your inventory changes, you’ll have to upload this file again … and again … and again.
Want to know the easy way? Thought so.
Drumroll please … all you have to do is set up your product feed on GoDataFeed. Once you do that, link your Facebook Business Profile using the feedpullURL. This will empower the wonderful world of automated updates when your inventory changes.
Head on over to your GoDataFeed Account Center and follow the guide for Feed Setup. To categorize products in your Facebook feed, you have to complete step 3 in GoDataFeed, which means you have to complete the categorization process.
Follow the Customize Fields areas in the same manner that you would to complete GoDataFeed step 4. Then, in step 5 (Schedule Submissions), you’ll get an automatically created feedpull URL. Copy that URL so that you can provide it in your Facebook Business Manager feed setup.
Be sure to name your feed. Paste the URL as mentioned above. Choose your preferred Upload Date and Frequency. This will let Facebook know when to pull your data.
Save the setup, and click the Schedule button. Voila!
Congratulations! Your feed is set up. But the work is not complete. You now have to set up your custom audience pixel. This pixel is the same that you used to create your custom website audiences. You’ll be able to find your pixel code in your Facebook ads account, under the Audiences tab.
Insert the custom audience pixel code directly into your website. You might have to modify it to report when product IDs are being viewed, added to your cart, or purchased.
Download the Facebook Pixel Helper to aide you if you run into problems.
Once that pixel is installed, you can create an ad template that will display the correct products to a specific audience.
We recommend you give your ads a title, and be sure to use keywords to draw in images, product names, prices and more. You have the freedom to advertise all of your products or just a specific set. You also have the power to choose a single-product ad or a multiproduct ad format. These will all appear in a Facebook newsfeed, on the right sidebar.
More traffic – They give your site a huge amount of relevant social traffic, at a lower cost than other mediums.
Targeted audience – Using such options as Lookalike Audiences and Custom Audiences, you can target your message to such narrow and specific audiences to increase your conversion rates.
Speaking of conversions rates – Studies show that Product Ads can double, or even triple your website’s conversion rate in a short amount of time.
Be more creative – Products Ads give you far more creativity and freedom to engage your audience with rich, enjoyable ads.
Grow your audience – Sure, Product Ads is a great way to remarket products to your existing customers. But you can also introduce your products, naturally, to newer customers, because these ads are so attractive and demand attention.
Taking on Facebook Dynamic Products Ads is a huge task for anyone, especially at this moment, as there’s still so much unknown about them. Luckily, Commerce Pundit has a team of specialists who fully understand not only these new ad units, but also how to make them work for you. Learn more about what we can do for you and your Facebook Dynamic Product Ads by contacting us today for a consultation.