We recently explained the Facebook Pixel and all the cool things it can help a social media advertiser achieve.
One of those cool things is the ability to serve ads featuring the exact products your customers were viewing on your site, as well as related products. The ads, called Dynamic Product Ads, are a relatively new type and offer a lot of benefits to companies and consumers alike.
Basically, dynamic product ads connect your Facebook Pixel and you product catalog so you can track views of individual products and whether the people viewing them make a purchase. Based on that information, you can then either sell products to people who just browsed, upsell additional products to people who made a purchase, or direct people to buy different products than the ones they viewed.
There are a lot of options, but it’s important to keep in mind that these ads work best the more data they have. So start with the situation you see the most. For example, if you have a lot of people viewing specific products but not as many purchases, start with an ad retargeting those who have fallen off. If you have a lot of abandoned carts, start there.
So, how do you set up dynamic product ads?
First, make sure you have your Facebook Pixel up and running.
Then, download a product catalog from your site or create one in an Excel file. Once you have all the necessities filled out, (Facebook will alert you if anything is missing) upload your product catalog to your assets library at business.facebook.com.
Once both your product catalog and Facebook Pixel are good to go, you’ll be able to choose product catalog ads in Power Editor when you set up a new campaign. Then all you have to do is choose who to target and which conversion to optimize for and you’re good to go!
Story by: Kelsey Thompson