Facebook Dynamic Ads is a great new Ad format that enables you to automatically change the content of your Facebook Ad, for each user, based on their behavior and interests. It’s amazing how Facebook Advertising Platform keeps coming up with innovative new Ad formats that make it easier to target the right audience and show relevant ads, thereby increasing click-throughs and driving revenues for your business. Facebook Dynamic Ads is one such Ad Format that enables you to drive more online sales by promoting your entire product catalog, by dynamically remarketing relevant products to the right people. Here’s the complete guide to Facebook Dynamic Product Ads ( with example ) to help you drive clicks and improve conversions for your business.
What are Facebook Dynamic Ads?
Facebook Dynamic Ads provide an amazing way to dynamically promote any product from your catalog, targeting the right person with the right product, across all devices, no matter which device they were using when they interacted with your website or app. Although you can target users as you would do in your normal Facebook Ad Campaigns, Dynamic Ads are most effective when you retarget audience based on their actions (e.g visiting certain website pages, checking out products, or signing up for your service). They basically take Facebook Remarketing Ads to the next level.
How to create Facebook Dynamic Ads?
Here’s how you can create Facebook Dynamic Product Ads using four simple steps.
1. Upload your product catalog
Dynamic Ads are mostly useful for ecommerce businesses that sell tons of products because it’s basically about dynamically displaying a different product in your ad to users, based on their interactions with your brand. So the first step is to upload a product catalog in XML or CSV format, which contains product attributes such as product ID, product name, item description, image URLs, landing pages, etc. on each row with column headers at the top.
It’s very similar to creating a feed for dynamic display product ads in Google Adwords. This catalog acts as a product database which is used to dynamically feed information while generating your display ads, based on what Facebook tracking pixel asks it to provide.
Learn how to use Facebook Advertising for Ecommerce Marketing.
2. Create Facebook Remarketing Pixel
Dynamic Product Ads work based on the Facebook Tracking Pixel that is loaded on visitors’ browsers when they visit your website, or their mobiles when they use your app. So if you have already installed Facebook pixel on your website or mobile app, you need to modify just 3 lines of code to track data about user actions and send it back to Facebook.
For dynamic ads, you need to track at least 3 events – ViewContent, AddToCart and Purchase. Here’s an example of how to modify your Facebook pixel code for ViewContent event.
You can always send these docs to your developer and ask him to quickly customize it for you.
3. Create a Dynamic Ad Template
Once you’ve uploaded your product catalog and configured Facebook Pixel, you need to create a dynamic ad template that is dynamically populated using product details from your catalog, when your Facebook Ad is displayed.
The main difference between normal Facebook Ad details and dynamic ad templates is that you’ll need to replace actual product name (e.g Air Jordan) and description (e.g Air Jordan is a brand of basketball footwear and athletic clothing produced by Nike) with placeholders such as product.name and product.description respectively, as shown below
It’s important to note that you can display Facebook Dynamic Ads as single-product ads as well as multi-product ads, on users’ news feed or right-side column. So Dynamic Ads provide an amazing range of options to send the right message to your target audience.
Bonus Read : 5 Best Facebook Ad Tools to automatically manage your Facebook Ad Campaigns and boost ROI for Facebook Advertising.
4. Run Your Dynamic Ad Campaign
Once you’ve created a dynamic ad template, you can start your dynamic ad campaign. Now Facebook will use the information from a customer’s site visits to dynamically pull product information from the product catalog that you uploaded, and populate your dynamic ad template to generate your Facebook ad, based on what products they browsed or searched on your site.
Here’s an example of Facebook Dynamic Product Ads that users will see if they browsed umbrellas on your website:
Facebook Dynamic Ads also tracks visitor purchases, so they won’t see confusing Facebook ads about products that they just purchased on your website. Also, since these Facebook Ads are dynamic, they’ll reflect the latest inventory levels and pricing, so you don’t have to manually update your Ads. Facebook Advertising Platform will automatically turn off Facebook Dynamic Ads for products that are out-of-stock.
Bonus Read: How to Create Facebook Slideshow Ads for your business
Best Practices & Tips for Facebook Dynamic Ads
Facebook Dynamic Ads provide an amazing way to target specific customer segments with relevant product ads, depending on their stage in sales funnel.
1. New visitors – Don’t show dynamic product ads to people who are not aware of your brand or haven’t visited your website. Instead, you can show them content that matches their interests and preferences.
2. Viewed product but did not purchase – People who have viewed your product but have not made a purchase are not ready yet. You can show them viewed & recommended products, or even complimentary ones until they’re ready.
3. Cart Abandonment – People who have added products to carts but haven’t checked out should be treated using the same techniques (sending cart abandonment emails), that you would use to reduce cart abandonment on your website.
4. Upsell to new customers – If a user has recently bought a product on your website, it’s very likely they’ll buy something else too, if you target such users immediately after they make a purchase.
5. Cross Sell to existing customers – Past customers who have bought your products are familiar with your brand, and trust your business, so they’re likely to convert more than new ones. You can use Facebook Dynamic Ads to retarget them and promote different set of products based on their interests and likes.
Learn how to create Facebook Custom Audiences to effectively target your Facebook Dynamic Ads.
Facebook Dynamic Ads provide an awesome way to deliver highly tailored message at the right time, to people at every stage of your sales funnel, to influence their buying decisions. It’s especially useful for Ecommerce businesses that have tons of products and also use social media marketing to increase their reach and engage with their audience.
Have you used Facebook Dynamic Product Ads? Please share your experience & tips as comments.