By Nicco Almanakis on 5/28/20 11:01 AM

    Dynamic ads - advertising with precision

    The finest form of re-marketing for e-retailers on Facebook is Dynamic Product Advertising (DPA). Just as the name reveals, it is based on product ads that are created dynamically based on a product feed. With DPA you have the opportunity to show those product(s) to your visitors which they have previously looked at in your online store. This is done with the help of re-targeting. However, Dynamic Product Ads or DPA require some preparation to get you started. In this post, I will talk more about Dynamic Product Ads, how to get started on how to optimize it.

    Creating and Installing a Facebook Pixel
    A great advantage of DPA is that you capture past visitors. First of all, you need to install Facebook's tracking pixel in your online store. Abicart has made this easy and prepared so you only have to fill in your Pixel ID that you get from Facebook. When an action is performed in your online store (for example, when someone adds an item to their shopping cart), the Facebook pixel is activated and logs it as an event. 

    There are three different events that we must add to track which product a visitor has looked at, which product they have placed in the shopping cart, and which product they have chosen to purchase. For example, an event (event) called “Pageview” is required that should be visible on all subpages, then "View Content" (View Content) which captures all information about each product which then allows it to be paired with a product catalog. One of the more important events to have implemented correctly is "Add to Cart" (AddToCart). Here we make it possible to read what has been put in the basket. Knowing this, we can create customized ads for customers who are very close to a conversion. An ad copy we are used to seeing may be something like: "Welcome back, feel free to drop by where you left off last and take an extra look at * product *". There are also those who set filters if the person has put a product in the shopping cart but has not completed their purchase within a certain number of days. Then you can offer the customer a discount code or similar to minimize the risk of losing a customer who is close to conversion.

    Creating a Product Feed (Facebook Directory)
    Another important part to keep in mind is its product feed that is going into Facebook's directory manager . You get a customized product feed for DPA from Abicart . An important part is to ensure that any of the parameters GTIN (global trade item no) or MPN / SKU (Manufacturer's item number) are filled in their products, as this is a requirement. Without any of these, it will not work. So when you start setting up your DPA and have thousands of products but never had a routine to fill in these fields, you can easily solve with Abicart's import / export function.

    Optimization of Dynamic Product Ads
    Many people who set up a DPA probably think that the campaign can be left to itself now that it handles dynamically against the traffic passing the pixel on the site. However, that is not the case. A DPA campaign should be run just like any other marketing - with a clear strategy!

    Once the campaigns have been rolling for a while and we have received reliable data, it should be optimized, segmented, excluded and adapted. We also set up A / B tests with ad texts or graphic elements as part of the strategy. We pick the graphic elements from the graphic profile and add them to the product carousel. It could be the logo in its entirety in the bottom right corner, a colored corner or something else that correlates nicely with the online store and the products. It is also common to communicate the price clearly over image with the brand's conversion color, especially on the advertisements where we target those who have placed in the customer basket but not shopped.

    When a DPA goes live, we usually wait about 2-4 weeks before we start the optimization. This is because this is the time we need to get enough reliable data. Here's a little help on how to proceed:

    Build a well thought out ad structure

    Campaign  - Here you specify which product catalog you want to link to the campaign

    Ad-set  - Here you specify which product set you want to advertise with, which budget and target group combinations.

    Ad  - Here you create your ads, use dynamic parameters for example. the name of the product and the price. Don't forget to specify the conversion pixel as well as the appropriate CTA.

    For example, we usually build several different adsets with their dedicated budget, so we can optimize controlled later on. Have an adset for Mobil with the event "Pageview", one for Mobil with the event "AddToCart", and the same for computer. A total of 4 adsets with 4 different customized ads. Also, make sure to build a similar structure if you want to extend your DPA to Instagram. Don't put Facebook & Instagram under the same budget! The channels have different behaviors and purposes, and you want to have full control over your campaigns, and therefore they should be seen as separate channels with individual budgets.

    Establish a strategy around optimization and scheduling to work about every two weeks with the campaigns. My flow usually looks as follows: Segmentation of sex and then segmentation of age. Then A / B test of copy or graphic elements and test different CTA (Call-to-action).

    Optimizing the budget and target group
    Once you have done the above, you continue with your budget optimization, divide the ages into smaller segments and dedicate budget after performance, and exclude segments that you only see are expensive and do not lead to sales. However, these can be advantageously processed with other regular retargeting ads with adapted material against the particular age group who may have shown interest with high CTR, but not yet traded. It should not be forgotten that if you have a broad target group, your ads may need to be tailored to the users. An advertisement for the age group of 18-24 does not have to look the same as an advertisement aimed at those between the ages of 45-54.

    A DPA (product ad) can always be improved and if you have worked with it as above you will see results. Soon the conversion art will also go down and the budget will become more and more efficient. Therefore, name everything in the ad structure clearly so that you easily get a clear overview in the overview. Do not forget to live by the motto: "If there is no ongoing A / B test you are wrong" then you will go a long way with your DPA. 

    Finally; dare to test, and remember that the algorithms are constantly changing, so what worked 2 months ago doesn't have to work today. If you run out of ideas, you can with great advantage set up an A / B test where you try to change optimization for delivery, for example go from goal: Conversion to Link Click or Exposure. 

    Below we have gathered a couple of links that can help you get started with Dynamic Product Ads on Facebook:
    Creating a Dynamic Ad
    Method Tips for Dynamic Ads Events and Facebook Pixel Events

    Good luck and welcome to contact Red Carpet for advice! 

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    Headings: Marketing, Tips