Dry Goods | Facebook Dynamic Product Ads Making Marketing Easier

Facebook Dynamic Product Ads simplify marketing for dry goods

Some people may have heard of Facebook’s dynamic product ads (DPA), but often make the mistake of confusing DPA ads with regular retargeting ads.

So, what can dynamic product ads do for us?

Facebook dynamic product ads not only help interact with past visitors and buyers, but also help find new customers online.

• Create video ads for mobile devices to help reduce costs and increase efficiency
• Uncovering the potential of cross-border e-commerce Discover marketing platforms that are more suitable for driving traffic than Facebook

Below is a detailed introduction to Facebook dynamic product ads:

With Facebook dynamic product ads, you can automatically promote products from your entire product catalog on Facebook, Instagram, and the Audience Network without creating a large number of ads. You can also create personalized ads for each potential customer who visits your website, capturing the intent signals they show on your website and ensuring that the ideal audience is shown the right products.

The main advantages of Facebook dynamic ads:

● Highly personalized ads

● Focused on products

● Real-time updates

● Optimized for cross-device targeting

● Efficient

Preparation:

● Create a catalog and add products in your e-commerce management tool.

● Install the Pixel pixel code on your website, and then set up the standard events required for dynamic product ads, such as ViewContent, AddToCart, and Purchase. Note that the content IDs for all products in the Pixel pixel code must match those in the catalog. This means that the product in the Pixel pixel code is the same as the one in the catalog.

● Bind the Pixel pixel code to the catalog. The system may take up to 24 hours to prepare.

Best practices for product catalogs:

● Ensure that the product catalog is up to date by regularly uploading it, even up to once an hour. Displaying accurately priced inventory items can help improve conversion rates and create a better shopping experience.

● Add accurate and high-quality information about products to help improve advertising performance.

● Ensure that each item in the catalog has a unique identifier. Provide a unique Global Trade Item Number (GTIN), part number, unique title, and description, which helps avoid duplicate records and improves ad delivery.

● First, create a broad product series that contains a large number of products. Once you understand the performance data, you can gradually introduce more detailed product series rules. For example, create an upper product series for each type of product category (clothing, shoes, accessories); create a product series for each price range (<$500, <$200, <$300).

● Check the product images in the catalog to ensure that they are eligible for display in all ad placements and comply with the advertising content guidelines. If the product does not comply with the content guidelines or the image parameters are not applicable, it cannot be displayed in a dynamic ad. The image resolution of Instagram placements cannot be lower than 600×600 pixels. For optimal display, it is recommended to use high-resolution (1080×1080 pixel) images.

● Use product series to control bidding and recommend products to specific target audiences.

● Consider adding product category and product type columns to the product catalog to increase reporting options and promote delivery optimization and cross/up-selling positioning.

● Ensure that the product catalog is associated with Pixel pixel code and application events to maximize the audience size of the product.

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Dynamic product ad supported formats and creative techniques:

Formats:

Facebook dynamic product ads look identical to other Facebook ads and can be created around carousel ads, single ads, or boutique column ads to create a series of dynamic ads. For example, carousel ads, as shown in the screenshot below.

With dynamic carousel ads, up to 30 products can be automatically displayed in a single ad unit on mobile devices (up to 5 products on desktop devices).

Creative Techniques:

Although dynamic product advertising can automatically extract relevant ad creatives from the product catalog, merchants also need to pay attention to some basic creative techniques.

● Use high-quality images. To create the best dynamic advertising images on Facebook, Instagram, and Audience Network, we recommend using images with a resolution of no less than 600×600 pixels.

● Attract shoppers to click on ads. Although the system will automatically extract images from the product catalog, unique creative elements still need to be added to guide and stimulate the audience’s shopping desires. Consider using videos to showcase the actual use of the product, instead of using static images of inventory items. You can also add product tags to dynamic ads to indicate prices and discounts, conveying more information to shoppers.

● When using the Carousel Ad format, fixed image cards can also be added to the beginning and end of dynamic ads to add information, concepts, or themes about the promoted products. For example, a fixed image card introducing the brand can be added at the beginning of the ad to attract users to slide and browse the products.

● Test multiple versions of ad creatives with slight differences, such as different call-to-action (CTA) buttons, ad formats, layouts, and colors, with or without price tags or logos.

● Avoid making too many changes to ad creatives, as this will have a negative impact on ad delivery. This is especially important for peak visitor periods or ads with strong timeliness, as the number of impressions cannot be reduced in these situations.

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Dynamic Product Advertising Reaching the Audience:

1. Remarketing

Although dynamic ads are suitable for various marketing goals, we recommend using them for remarketing first.

Using dynamic ads for retargeting can show website shoppers the products they have browsed but not purchased, as well as cross-selling (increasing customers’ lifetime value)/upselling (increasing purchase volume and average order value) complementary products in inventory.

2. Broad audience targeting

After creating dynamic advertising for remarketing, we recommend expanding the targeting range to cover more audiences.

Targeting dynamic advertising to a broad audience, rather than those who have already visited the website, browsed or purchased products, can develop new customers for your business.

* We recommend including all website visitors in the broad audience. In this way, the learning speed of the advertising system will be faster, and it can then display products to audiences with a higher probability of purchase.

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