facebook dynamic product ads eguide
TRANSCRIPT
Facebook Dynamic Product Ads
eGuide
The most sophisticated retargeting solution available for Facebook.
ContentsIntroduction......................................................................................................................................... 3
How They Work............................................................................................................................... 4
Benefits................................................................................................................................................... 5
Examples................................................................................................................................................ 6
Retargeting with Dynamic Product Ads and Multi-Product Ads.........................7
How to Optimize Dynamic Product Ads.............................................................................8
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IntroductionDynamic product ads are always-on advertising for direct response marketing—connect the right products to the right person at the right time, at scale and across devices. Dynamic product ads (DPA) simplify the process and allow marketers to create more ads in less time.
With a constantly changing, large product catalog, creating ads can be very time consuming. By integrating your ecommerce product feed with our easy-to-use Facebook ad management software, retailers can quickly, easily and dynamically create ads in less time. In essence, dynamic product advertising is where an advertiser automates aspects of the creation of ads with contextually relevant information to a consumer based on previous actions or related to products, offers and prices. There are different attribution variables that can be used to create the ads, such as:
• User behaviour• Stock level• Product name• Price
Thousands of personalised ad versions featuring different recommendations can be automatically created. These ads appear in the Newsfeed and the right column and look identical to other single or multi-product ads.
The StitcherAds DPA implementation enables you to easily configure an automated solution that retargets engaged customers with interactive ads containing the products they engaged with on your website. DPAs are designed with larger audience sizes in mind. DPAs are not appropriate for retailers with small audiences.
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We begin by easily integrating standard product feeds into our ad creation software. Then you create templates for ad copy with places for dynamic text insertion into the copy. During ad creation, StitcherAds will automatically populate the product details into the ad. This removes the time needed to look up the product information and transfer that information into the ad, as well as creating new copy for each ad.
The three essential elements to DPAs are:
1. Product catalog integration. Using our free tool, check your product feed compatibility with Facebook’s requirements.
2. The Custom Audience pixel tracks products viewed on website or app.
3. Single or multi-product ad template that can automatically generate millions of unique ads depending on items browsed by a unique shopper.
How They Work
Search ProductFeed
Dynamic Product Ads
Product NameURLImage Price
Dynamic Product Ads
Select Product
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TimeDynamically created ads from product feeds, saves a lot of time. All your creative is there and all you need to do is select the dynamic variables, the ads will then populate, pulling in the URLs, images, product information, etc.
ROI & ROASThe early results from retailers using dynamic product ads speak for themselves. Using an attribution window of 28 days/1 day (Click Through/View Through):
• Jewellery Company: CPA $1.80 and 14x ROAS
• Discount Retailer: CPA $5.66 and 4x ROAS
• Designer Furniture: CPA £6.33 and 46x ROAS
Benefits
ScalableAs your product catalog grows and changes, product ads scale along with the changes. Creating ads directly from the information in your product feed removes the possibility of errors and puts your ads in front of customers quickly.
Cross-deviceReach people with ads on any device, irrespective of the original touchpoint (This is not possible using FBX).
“Some of our campaigns have seen returns as high as 10x on ad spend. We believe StitcherAds is the best complete solution on the market to meet our Facebook direct
response advertising goals.”
- Kevin Yiu, Online Marketing Analyst
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JewelScent Results
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Discount CodeWith dynamic product advertising you can continue the conversation. A user has visited your site and viewed a particular product. You can retarget that user with an ad that offers the product with a discount code, to encourage conversion.
Examples
Product NameAdvertise the exact product that the user was interested in order to increase their likelihood to purchase. If a prospect has seen a product, you can advertise a product within the same category, in a Multi-product ad.
PriceCreating price as a dynamic variable means you easily update your prices for multiple ads.
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We’ve implemented Facebook dynamic product ads as a fully automated retargeting solution for eCommerce. DPAs automatically retarget engaged customers with interactive ads containing the products they engaged with on your website. The ads also automatically target these individuals across devices, whether that be phone, tablet or desktop. Retarget all you engaged customers on Facebook without creating a single ad.
Retargeting with Dynamic Product Ads and Multi-Product Ads
Multi-product ads (MPA) are a powerful canvas for showcasing multiple images and links in the News Feed. Multi-product ads can be used with any form of targeting, and give an advertiser the option to have full creative control over their product ad. The advertiser can either manually select three, four or five images and order, or they can optimize the selection and order by opting in to the creative rotation feature.
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To further improve efficiency with dynamic product ads, it is important to use optimization rules. The ability to stop showing ads to consumers who have already bought the product, preventing wastage and potential brand damage. Additionally, pausing ads with out of stock items further insures a positive brand experience for your customers. Only with real-time reporting and optimization rules are you able to conclusively prevent this from happening.
There can never be enough details tracked for performance marketing. Analyzing every aspect of product campaigns, such as product category and demographics of buyers, is the performance marketing dream.
How to Optimize Facebook Dynamic Product Ads
Retailers can get closer to this dream through URL tracking. Creating ad permutations with dynamically created URLs that contain product details is the way leading retailer sites are accomplishing this. They are able to produce detailed reports, analysis and optimize campaigns for maximum performance in real-time.
With dynamic content ads each version has its own unique data and all version reporting appears within the StitcherAds reports dashboard.
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Thank you for reading. If you have any feedback,
please let us know: [email protected].
If you are interested in a platform that can provide
dynamic product advertising, real-time reporting,
cross-device advertising and intelligent retargeting,
then start a free StitcherAds trial.
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