how to increase your facebook dynamic product ads performance

How to Increase your Facebook Dynamic Product

Ads PerformanceFacebook Marketing Mini Series: Day 1

Logistics

Session Recording Will Be Sent out Tomorrow

Morning

Q&A Throughout the Presentation

Submit Questions In the Chat Box to the Right

Resources In the Handouts Section to the Right

Today’s Resources

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•300+ Active Retail Clients

•Top 50 fastest growing company in San Diego 3 years

CLIENTS

About CPC Strategy

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

Upcoming CPC Strategy Events

May 23rd - May 25th 11am-12pm (PST)

Register: Link in Chat Box

www.CPCStrategy.com | 619.501.6138 | [email protected]

Retail Search Expert

Stephen KernerSenior Retail Search Manager

✓ Manager of Retail Search

✓ In-House Social Media Expert

✓ Google AdWords Qualified Professional

✓ Google Analytics Qualified Professional

✓ 5+ Years Experience In Social Media


Course Overview

The Current Dynamic Product Ads landscape

Implementing a Custom Audience Pixel with a Dynamic Element

How to Create a Facebook Dynamic Product Advertisement

Best Practices for Facebook Targeting

How to Test Different Cross Selling & Upselling Opportunities with DPAs

How to Maintain Control Over Ad Messaging & Targeting

Utilizing Demographic Data to Increase Efficiency of Targeting Capabilities

Live Q&A

Poll For The Audience…Are you currently utilizing Facebook as an advertising channel?

A. Yes

B. No

C. Just getting started

DPA Landscape


✓ Help businesses promote their entire product catalog across all consumer

devices

✓ Provide elevated targeting capabilities based off of user-data

✓ Provide access to multiple image ad campaigns

What Are Facebook Dynamic Product Ads?

Implementing a Custom Audience Pixel with Dynamic Element



✓ If you haven’t already created dynamic pixel, Go to: Ads Manager> All Tools> Pixel You should see a screen like this, follow these steps.

✓ This pixel will go on every page in the header section.Paste it between the <head> and </head> in your

website code. The pixel will track visits to every page of your

website.

<script>!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');

fbq('init', 'Pixel ID);fbq('track', "PageView");</script><noscript><img height="1" width="1" style="display:none"src="https://www.facebook.com/tr?id=1538753803087565&ev=PageView&noscript=1"/></noscript>

These are some of the Standard events that allow DPA to workInstall the following codes within the <body> of their respective pages:

Product Pages:

window._fbq.push(['track', 'ViewContent', { content_ids: ['<product_id>'], content_type: 'product' product_catalog_id: '<catalog_id>'}]);

Sale Confirmation Page:

window._fbq.push(["track", "Purchase", { content_ids: ['<product_id1>', '<product_id2>'], content_type: 'product' product_catalog_id: '<catalog_id>'}]);





Installing the Dynamic Portion of the Custom Audience Pixel Cont. Install the following codes within the <body> of their respective pages:

Add-to-cart Page:

window._fbq.push(['track', 'AddToCart', { content_ids: ['<product_id>'], content_type: 'product' product_catalog_id: '<catalog_id>'}]);

Add-to-cart Button:

<button onclick='window._fbq.push(["track", "AddToCart", { content_ids: ["<product_id>"], content_type: "product"}])'>Add to Cart</button>

Additional Resources:

FB DRM Pixel Integration/Set Up:https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-audiences/v2.3#setuppixel

Setting Up Dynamic Product Ads



Only available in Power Editor, which is only available in a Chrome

browser.

✓ Create new campaign > Name it > Automatic > Product Catalog Sales



Create Ad Set > Name it:



Create Ad Template



First you will select your product set. Your product

set are the products that will be shown in this ad

set. For your first Ad set, you should create an All

Products group, and then select the All Products

ad set ( with no filters). This will make sure you

are covering your entire product catalog.



Create Ad Template Cont. ✓ Select the page you are creating an ad for

✓ Select either Single or Multiple Image Ad Unit. TIP – With standard product

images, the multiple ad unit looks better.

✓ Type in the website you are advertising for (this should be the homepage)



✓ Select the text you want to display at the top of the ad.

✓ This is where you will want to relate to your audience.* Remember to create ad

copy that your audience wants to see and read.

✓ You can put in your own text, or use fields from the feed such as Brand, Name,

Price, Etc. or you can use a combination of both.



✓ The last part of the ad copy is where you will select the product information and set the

CTA.

✓ The Headline is on top and the description is below; you can also choose different fields

from the feed to populate this section.



Next, you might want to focus on your flagship products. If you are doing this, you will want to create a new product set and filter the product set to contain only those products.



Start off with a Product Set containing all products and target different date ranges.

Different Ad Set Based on Targeting✓ Product Viewers 3,4-7,8-14,15-30

✓ Cart Abandoners 3,4-7,8-14,15-30

✓ Past Purchasers 3,4-7,8-14,15-30

*Pro Tip: If you have audiences with different date ranges, don’t forget to exclude the shorter list to avoid overlap. For example, if you are creating a 10 day product viewer, make sure you exclude your 5 day product viewer audience if you have one.

How to Test Different Cross Selling & Upselling Opportunities with DPAs


Different Cross Selling & Upselling Opportunities

Facebook now makes it easy to Upsell and Cross sell products based on viewing behaviorFor example: If you wanted to sell earrings to people you who just bought an engagement ring, you can.



✓You want the messaging in the ad to match the target audience Map out your strategy before hand

Objective: To cross sell products. If someone buys Products in Category A show them Products in Category B.

Why: Because we know that if people view or purchase Products in Category A, they are likely to be interested in the Products in Category B

Who: Know the demographic information that you want to target.

This laid out could look like one or both of these options

CampaignSet goal, clicks or conversions

AdSetTarget Persona

AdSetTarget Persona

AdA

AdB

AdA

AdB

Utilizing Demographic Data to Increase Efficiency of Targeting Capabilities


Utilizing Demographic Data

Figuring out who to target ✓ Using Google Analytics Data


Utilizing Demographic Data

Figuring out who to target ✓ Using Audience insights

Poll For The Audience…Would you like to talk more about your current Dynamic Product Ad strategy?

A. Yes

B. No

Maximize Your Return on Facebook

Questions for Stephen?Submit your questions in the chat box on the right

cpcstrategy.com/retail-search-audit
