How to Use Facebook Dynamic Product Ads

The Facebook Dynamic Product Ads are a great way to promote targeted products to the customers most likely to be interested in them. They are a very effective marketing strategy and can look just like any other ads on Facebook, whether it be image or slideshow ads. What is great about these is that you don’t need to create a new ad for every product, especially if you have a product catalog – after you create the template, your product images and information from your catalog will be automatically inserted. The Dynamic Product Ads can be used for both prospecting with broad audiences and remarketing to those that have already visited your site/product and maybe abandoned the purchase.

The First Steps

We already mentioned the catalog for these ads – the first requirement is creating the catalog and the second will be ensuring your Facebook pixel is installed and placed on your website.

You can approach your catalog through the Facebook Business Manager under Assets – you need this to pull relevant information and list of each of your products.

You can create different product sets, especially if you have a diverse range of products.

Once you’ve finished with creating the catalog, custom product sets and you’ve placed the Facebook Pixel on your website, you can start creating ads.

Creating an Ad for Remarketing Purpose

Remarketing ads are extremely effective for people who already interacted with your website – if a person viewed the content or added products to a shopping cart, we can use dynamic ads to show that every product on their feed and with the specific language attract the customer to complete the purchase.

Steps for creating these types of ads are very clear and straightforward if you have already created any campaign on Facebook. Within creating the campaign, select ‘Catalog sales’ under the ‘Conversion’ marketing objective.

Now, you need to name your campaign and ensure that you selected the right catalog, especially if you are managing multiple accounts. 

The next step is who is going to see your ad. Let’s select the appropriate audience, according to your initial plan – prospecting (new customers) or remarketing (people who have already interacted with your brand). Since we are talking about remarketing purposes in this article, we will choose that option. If you remember, we will choose this option for customers who abandoned the purchase for any reason; they could just view the products, added them to a cart but did not complete the purchase, cross-sell a specific product that someone purchased from a specific product set, or a combination of all these.

Since we need to test various audiences in case to collect the data on which ad works the best, this is a perfect place to begin with testing the selection of the people who have interacted with your website – someone who added to the cart in the last 7 days, 14 days, etc. So for example, when choosing the number of days, maybe you can start with three ad sets that show last 7 days, last 14 days, and the last 21days.This way you will test out different audiences and let Facebook’s campaign budget optimization adapt your money to the best-performing ad sets.

After selecting your audience and your payment method and the budget, you can finally create the ad. Facebook today has a variety of ads, including image, video, carousel or collection ads. Whichever you choose, ensure that it’s creative and that it speaks to the specific audience – if they have already interacted with your brand, choose the adequate language you are going to serve your ad with.

If you are not satisfied with how your products are shown through the ad, you can customize your product image by selecting ‘edit creative’ option – here you can crop or edit an image or add catalog info. Also, when editing, you can add the logo of your brand, but be sure that the product itself is clearly seen!

We have already mentioned that these ads are exquisite for remarketing, but they can also be used to show your products which are connected to some people’s interests, even if they have not interacted with your brand. For that, we use prospecting ads.

Creating an Ad for Prospecting Purpose

There are several things we can do when creating prospecting ads. The initial process is basically the same, but for the audience, we could select ‘find prospective customers even if they haven’t interacted with your business’ option. Then, Facebook will offer various audience targeting techniques to select your appropriate audience. When targeting, ensure you have carefully researched your potential customers, going from narrow to wide audience. Remember, you are going to speak differently to existing customers and to people who have never heard of the business before! Also, you are going to exclude people who already like your page.

There is another way you can make a successful prospecting campaign that utilizes both traditional ads and variations that are dynamically created with your catalog. To do this, you will need to select ‘conversions’ as the campaign objective instead of ‘catalog sales’ when creating your campaign.

At the end, don’t forget that you should test everything! When it comes to targeting, there is no “the way” that will work for every type of business or every customer. The biggest benefit of using dynamic ads in both ways is the ability to quickly change your targeting options – you can easily gain new potential customers or remarket to those that have abandoned the purchase of your product(s). The dynamic ads could look tricky to use at first, but once you set up your catalog correctly, it can do most of the work for your business, especially if you have a store with a large number of products!

How to Find the Most Passionate Audience to Target on Facebook Ads

When you find a niche you want to advertise in, you will also want to find the right audience to target in your FB ads. That is, the audience that’s most likely to buy whatever you are trying to sell. And that’s where the market and competition analysis come into the picture.

By doing market analysis, you can find out if there’s enough people out there interested in buying your product or service. By doing competition analysis, you get to discover what your competition is like, are there similar products or services to your own, how much do they charge, etc.

Some general rule-of-thumb is this: if there is someone selling something similar to what you have, and that something is selling well, it’s a sign that you should give that particular market a try.

Here are some basic steps you want to follow before launching a campaign.

Check the Facebook Audience Size and Available Interests

Let’s say that we have T-shirts that we want to sell and that we want to try advertising in the paraprofessional niche. 

The reason why I chose this niche is because it is fairly small and will require a more in-depth market research, unlike popular niches which have a large number of buyers already.

Start off by going to your Ad Manager and then to Facebook’s Audience Insights.

In the pop-up window, choose Everyone on Facebook and then proceed to your dashboard. In the Interests field in the search bar to your left, type in the KW ‘paraprofessional’. I chose both options that Facebook provided me with and ended up with something like this:

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What to Do If Your Ads Stop Working — How to Revive Failing Ads

Ads dying out usually happens three to four weeks after scaling. Once it does, Facebook automatically shuts it down when it notices the ads have started performing poorly.

However, it’s not the end of the world if your ads stop working. Really.

Ad set dying out does not equal your audience or product being dead. It is far, far from that, because there is a way for you to revive failing ads and today I’m going to show you how easy it is to do it.

How to Revive Old Ad Sets

What you want to do first is revive old ad sets that were performing well. This means that you want to focus on ad sets that had a 3.0 return on ad spending or higher during the time they were active. If they had ROAS lower than that, bringing them back to life is probably not going to work.

Step 1: When you notice your ads are turned off, let them rest in peace for about three days. Let the ads and the audience cool off for a bit.

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