Top 10 Tips to Rock Facebook's Dynamic Product Ads

Back in February this year, Facebook announced the launch of their new dynamic Product Ads, a mobile-friendly ad format that enables retailers to sync their product catalogue with their Facebook advertising efforts, much like Google Shopping ads.
In this list, you will find some of the best tips to create ads that will adapt as your business grows.

1. Make the most out of product attributes

Top 10 Tips to Rock Facebook's Dynamic Product Ads | Product Attributes | Feedeo

A rich product feed with relevant information about each specific product will give you more control over your catalogue and campaigns. These data can be used to customize your ads later on. To include the information from your product feed in the ads copy, you will have to put the name of that attribute’s field inside brackets. For example: “All {{brand}} on Sale This Week Only”. Using that variable in your ads template, each product’s ad will pull its corresponding brand to match the content of the ad.

You can also use the product’s availability, brand, category, type and price as filters to create product sets, as in the example.

2. Use product sets to optimise your bids

Top 10 Tips to Rock Facebook's Dynamic Product Ads | Product sets to optimise bids | Feedeo

Product sets allow you to have better control over your campaigns. Your whole product catalog is probably going to be big and diverse, so you want to split it into various ad sets that will be targeted to different audiences depending on the products they contain. Increase your bids according to the expected results for each set, and adjust as you go. Our advice is to start small, with a couple of very specific ad sets focused on high-margin products.

3. Focus on your best and high-margin products

You shouldn’t spend money advertising inexpensive and basic products. Use price filters to exclude anything with low order value. If you can, avoid advertising products that will generate ugly looking ads too. Invest on the best your catalogue has to offer, both in quality and appearance, since the look of your ads is going to be a key element to engage your audience.

4. Be creative

Despite the fact that they are called ‘dynamic product ads’, products aren’t the only thing which can be promoted using them. In fact, the way they work makes them a versatile advertising tool. Your ads depend on the type of data you include in the fields of your catalogue. It is possible to advertise job listings, blog posts or online training courses as if they were products.

Facebook even suggests to use dynamic product ads to tell your brand’s story, send people to your “about” page, to take a quiz, to read an interesting blog article, or to contact you.

5. Run A/B tests combining attributes and text

Headlines, images and descriptions will have an impact on your ads engagement.The best way to know what works and what doesn’t is listening to your audience, and that is what A/B tests are for. You can test single ads against multiple product ads, as well as different landing pages, and be creative when writing headlines and descriptions for different product types and audiences. The efficacy of an ad can depend on the audience’s interests, gender or age range, for instance.

Keep your goals in mind when measuring the results of your tests. Is it to increase your income? Is it to generate brand awareness? Measure accordingly, and target a large audience to get quality results.

6. Target the right audience for every product

To have a solid grasp of who your audience is on Facebook, and reach them, install the Custom Audience pixel on your website. It will provide you with useful, dynamic information about your customers and their behaviour on your site.

You can target different audiences for different products, and use your visitors’ behaviour in your advertising strategy. For example, raise the bid on ads showing a product to a user who once put that product in the shopping cart on your site but did not finish the transaction.

7. Avoid targeting customers who already bought the product

This one is probably the most basic targeting option you should set using the audience pixel, and it will have a positive impact on your CPA. Why waste budget on showing a product to a customer who has just purchased it? It isn’t relevant for that person anymore.
Facebook allows you to include and exclude customers from your target audience based on whether they already purchased the product, added it to the cart, or just viewed it, and how many days have passed since that happened.

As an example: You can show a certain product to potential clients who saw it in the last 2 days, and exclude those who bought it in the last 30 days. But if it’s something they may need to buy again, like disposable contact lenses, we could shorten that time and exclude clients who bought contact lenses in the last 15 days, since it could be a good idea to remind them that they should buy them again after that time.

8. Exclude out of stock products from your feed

Make sure to exclude out of stock products from the feed, or set filters pausing the ads if the product goes out of stock. Dynamic product ads make this easy using the “availability” field.

9. Keep your product feed updated

Dynamic product ads are great because they grow with your entire product catalogue. To display ads which are coherent with the landing pages on your site, you want to keep your product feed updated. This should be done at least once a day.
Feedeo allows you to keep your Facebook product feed updated easily, to maintain a good performance on your campaigns also when you make changes on your site.

10. Use UTM tags in your products’ URLs

Use UTM tags in the URLs if possible. They will help you measure the effect of your ads by tracking the source, campaign, categories, even SKUs, of your traffic. Your UTM tags should look more or less like this:

?utm_source=facebook&utm_medium=dynamicproductads&utm_campaign={campaignname}

Each UTM parameter has an assigned value. The “campaign” value can contain any identifier value, and it is meant to help you track specific campaigns.

Conclusion

Facebook Dynamic Product Ads are fairly easy to use. Your efforts should focus on testing ways to optimize your bids and targeting settings. Facebook offers so many opportunities to target specific audiences, both with and without your custom audience pixel, that the hard part will be to learn how to make the most out of them.
Using Feedeo will provide you with an easy and optimized interface to work on the data feed of your catalogue and refine your strategy. The better the feed, the better the ads!

Resources

Introducing Dynamic Product Ads

How to set up a Product Catalogue

Download Facebook's Pixel Helper

Creative specifications for Facebook ads

Your e-mail address is required.

Your e-mail address is invalid.