How to Increase Your Facebook Dynamic Product Ads Performance

How to Increase your Facebook
Dynamic Product Ads Performance
Facebook Marketing Mini Series: Day 1

Logistics
Session Recording Will Be Sent out Tomorrow Morning
Q&A Throughout the Presentation
Submit Questions In the Chat Box to the Right
Resources In the Handouts Section to the Right
Today’s Resources

OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

Upcoming CPC Strategy Events
May 23rd - May 25th 11am-12pm (PST)
Register: Link in Chat Box

www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Retail Search Expert
Stephen Kerner
Senior Retail Search Manager
✓ Manager of Retail Search
✓ In-House Social Media Expert
✓ Google AdWords Qualified Professional
✓ Google Analytics Qualified Professional
✓ 5+ Years Experience In Social Media

Course Overview
The Current Dynamic Product Ads landscape
Implementing a Custom Audience Pixel with a Dynamic Element
How to Create a Facebook Dynamic Product Advertisement
Best Practices for Facebook Targeting
How to Test Different Cross Selling & Upselling Opportunities with DPAs
How to Maintain Control Over Ad Messaging & Targeting
Utilizing Demographic Data to Increase Efficiency of Targeting Capabilities
Live Q&A

Poll For The Audience…
Are you currently utilizing Facebook as an advertising channel?
A. Yes
B. No
C. Just getting started

✓ Help businesses promote their entire product catalog across all consumer devices
✓ Provide elevated targeting capabilities based off of user-data
✓ Provide access to multiple image ad campaigns
What Are
Facebook Dynamic Product Ads?

Implementing a Custom Audience Pixel
with Dynamic Element

Implementing a Custom Audience Pixel with Dynamic Element
✓ If you haven’t already created dynamic pixel,
Go to: Ads Manager> All Tools> Pixel
You should see a screen like this, follow these steps.

✓ This pixel will go on every page in the header section.
Paste it between the <head> and </head> in your website
code.
The pixel will track visits to every page of your website.

<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'Pixel ID);
fbq('track', "PageView");</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=1538753803087565&ev=PageView&noscript=1"
/></noscript>

These are some of the Standard events that allow DPA to work
Install the following codes within the <body> of their respective pages:
Product Pages:
window._fbq.push(['track', 'ViewContent', {
content_ids: ['<product_id>'],
content_type: 'product'
product_catalog_id: '<catalog_id>'
}]);
Sale Confirmation Page:
window._fbq.push(["track", "Purchase", {
content_ids: ['<product_id1>', '<product_id2>'],
}]);

Installing the Dynamic Portion of the Custom Audience Pixel Cont.
Install the following codes within the <body> of their respective pages:
Add-to-cart Page:
window._fbq.push(['track', 'AddToCart', {
content_ids: ['<product_id>'],
}]);
Add-to-cart Button:
<button onclick='window._fbq.push(["track", "AddToCart", { content_ids:
["<product_id>"], content_type: "product"}])'>Add to Cart</button>
Additional Resources:
FB DRM Pixel Integration/Set Up:
https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-audiences/v2.3#setuppixel

Setting Up Dynamic Product Ads

Only available in Power Editor, which is only available in a Chrome browser.
✓ Create new campaign > Name it > Automatic > Product Catalog Sales

Create Ad Set > Name it:

Create Ad Template

First you will select your product set. Your product set
are the products that will be shown in this ad set. For
your first Ad set, you should create an All Products
group, and then select the All Products ad set ( with
no filters). This will make sure you are covering your
entire product catalog.

Create Ad Template Cont.
✓ Select the page you are creating an ad for
✓ Select either Single or Multiple Image Ad Unit. TIP – With standard product images, the
multiple ad unit looks better.
✓ Type in the website you are advertising for (this should be the homepage)

✓ Select the text you want to display at the top of the ad.
✓ This is where you will want to relate to your audience.* Remember to create ad copy that
your audience wants to see and read.
✓ You can put in your own text, or use fields from the feed such as Brand, Name, Price, Etc.
or you can use a combination of both.

✓ The last part of the ad copy is where you will select the product information and set the CTA.
✓ The Headline is on top and the description is below; you can also choose different fields from the
feed to populate this section.

Next, you might want to focus on your flagship products. If you are doing this, you will want
to create a new product set and filter the product set to contain only those products.

Start off with a Product Set containing all products and target different date ranges.
Different Ad Set Based on Targeting
✓ Product Viewers 3,4-7,8-14,15-30
✓ Cart Abandoners 3,4-7,8-14,15-30
✓ Past Purchasers 3,4-7,8-14,15-30
*Pro Tip: If you have audiences with different date ranges, don’t forget to exclude the
shorter list to avoid overlap. For example, if you are creating a 10 day product viewer, make
sure you exclude your 5 day product viewer audience if you have one.

How to Test Different Cross Selling &
Upselling Opportunities with DPAs

Different Cross Selling & Upselling Opportunities
Facebook now makes it easy to Upsell and Cross sell products based on viewing behavior
For example: If you wanted to sell earrings to people you who just bought an engagement
ring, you can.

How to Maintain Control Over Ad
Messaging & Targeting

How to Maintain Control Over Ad Messaging & Targeting
✓You want the messaging in the ad to match the target audience
Map out your strategy before hand
Objective: To cross sell products. If someone buys Products in Category A show
them Products in Category B.
Why: Because we know that if people view or purchase Products in Category A,
they are likely to be interested in the Products in Category B
Who: Know the demographic information that you want to target.
This laid out could look like one or both of these options
Campaign
Set goal, clicks or conversions
AdSet
Target Persona
AdSet
Target Persona
Ad
A
Ad
B
Ad
A
Ad
B

Utilizing Demographic Data to Increase
Efficiency of Targeting Capabilities

Utilizing Demographic Data
Figuring out who to target
✓ Using Google Analytics Data

Utilizing Demographic Data
Figuring out who to target
✓ Using Audience insights

Poll For The Audience…
Would you like to talk more about your current Dynamic Product Ad
strategy?
A. Yes
B. No

Maximize Your Return on Facebook
Questions for Stephen?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit

How to Increase Your Facebook Dynamic Product Ads Performance

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