The Ultimate Guide to Dynamic Ads

The Ultimate Guide to Dynamic Ads

In Facebook Ads Rockstars, we often get questions about how and why they should use dynamic ads for promoting their product.

Well, Facebook has a ton of info on this subject, as they LOVE this kind of ads themselves the most and usually give them high ranking. We have decided to gather all the available information on this subject and help you figure out how it works.

So why should I use dynamic ads and not normal ones?

Two words – marketing automation. This is what drives social media marketing, and this is what dynamic ads add up to your campaigns.

In essence, dynamic ads are a collection of different items from your catalogue that will show your buyer the most relevant picture from this catalogue based on the data obtained from machine learning.

This will usually enhance some of your key performance indicators, such as CTR (click-through rate) and CPC (cost per click).

More to that, dynamic ads will be updating automatically based on how you update your catalogues with new products and data from your Facebook Pixel.

Ok, nice! What do I need to make dynamic ads?

Basically, dynamic ads need your data to start learning and performing.

It goes as follows: a potential buyer gets to your website and start surfing through your product catalogue. Facebook Pixel records the data about the user’s activities on your website and sorts them by different behaviors. With dynamic ads, you can target all the customers that registered specific behavior and show them the products that they should be interested in!

So you need 3 things to get started:

– Facebook Pixel installed on your website selling page – to collect the data about the users’ behaviors;

– Of course, you need a Business Manager account – to run your advertising campaigns;

– Create and upload a catalogue containing the products that you sell.

Sounds easy, right? It is actually easy.

Got it! So how do I start?

You need to remember that at the moment, dynamic ads are only available for certain products – ecommerce businesses that actually sell physical items, as well as some supplementary services such as hotel or flight booking services as well as real estate.

1. You begin with making your catalogue. Go to your Catalogue Manager and get started – usually, you would go with just connecting to your Facebook Pixel or adding items manually.

BUT if you do not have enough required data, you would need to create a catalogue file. We go with XML or CSV files most of the times.

Here is the XML template form for you, and here is your CSV template!

The further process on Facebook is pretty straightforward.

2. Here is probably the most difficult part – setting up your Facebook Pixel.

If you already have one, great! You will just need to add a few lines of code to track specific events and then send data to your Facebook Manager page.

The codes are easy to implement with Facebook for developersand at least some basic knowledge about web developing.

Overall, you should consider adding at least these three events to your Pixel code:

  • ViewContent

  • Purchase

  • AddToCart

To make sure that you have set up your code correctly, we recommend using Facebook Pixel Helper.

For example, this code will help you track all the clients that added your products to cart:

3. Last yet simple step – make your Dynamic Ad template.

You will need to create a new campaign with the objective Catalogue Sales.

Then, choose a catalogue that you want to use for your dynamic ad.

Do the same on the ad set level.

And then, go for retargeting on the ad set level. With dynamic ads, you can:

  • Retarget people who viewed or added to cart your products;

  • Upsell other products (e.g., your bestsellers) to people who bought something from you;

  • Cross-sell products from one catalogue to people who viewed other products;

  • You could also use catalogue sales from broad audiences, although this will not work as well here.

To wrap it up!

Overall, Dynamic Ads is an easy yet VITAL took that ALL Facebook advertisers in ecommerce should use. If you do this correctly, you will have the best ROAS specifically on your Catalogue Sales campaigns.

And that would be it this time. So what are your thoughts on this short guide? Do you need further elaboration on some points? What else would you suggest from your experience with Dynamic Ads? We are always open for interesting discussions.

Let’s share our ideas and boost our sales together!

Every month I choose a few entrepreneurs to personally help them scale their Facebook ads and businesses.

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