how to increase your facebook dynamic product ads performance
TRANSCRIPT
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How to Increase your Facebook Dynamic Product
Ads PerformanceFacebook Marketing Mini Series: Day 1
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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
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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
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Upcoming CPC Strategy Events
May 23rd - May 25th 11am-12pm (PST)
Register: Link in Chat Box
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Retail Search Expert
Stephen KernerSenior 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
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www.CPCStrategy.com | 619.501.6138 | [email protected]
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
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Poll For The Audience…Are you currently utilizing Facebook as an advertising channel?
A. Yes
B. No
C. Just getting started
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DPA Landscape
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www.CPCStrategy.com | 619.501.6138 | [email protected]
✓ 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?
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Implementing a Custom Audience Pixel with Dynamic Element
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www.CPCStrategy.com | 619.501.6138 | [email protected]
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.
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Implementing a Custom Audience Pixel with Dynamic Element
✓ 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.
<!-- Facebook Pixel Code --><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><!-- End Facebook Pixel Code -->
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These are some of the Standard events that allow DPA to workInstall 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>'], content_type: 'product' product_catalog_id: '<catalog_id>'}]);
www.CPCStrategy.com | 619.501.6138 | [email protected]
Implementing a Custom Audience Pixel with Dynamic Element
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Implementing a Custom Audience Pixel with Dynamic Element
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>'], content_type: 'product' product_catalog_id: '<catalog_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
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Setting Up Dynamic Product Ads
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www.CPCStrategy.com | 619.501.6138 | [email protected]
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
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
Create Ad Set > Name it:
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
Create Ad Template
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
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.
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
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)
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
✓ 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.
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
✓ 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.
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Setting Up Dynamic Product Ads
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.
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Best Practices for Facebook Targeting
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Best Practices for Facebook Targeting
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.
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How to Test Different Cross Selling & Upselling Opportunities with DPAs
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Different Cross Selling & Upselling Opportunities
Facebook now makes it easy to Upsell and Cross sell products based on viewing behaviorFor example: If you wanted to sell earrings to people you who just bought an engagement ring, you can.
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How to Maintain Control Over Ad Messaging & Targeting
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www.CPCStrategy.com | 619.501.6138 | [email protected]
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
CampaignSet goal, clicks or conversions
AdSetTarget Persona
AdSetTarget Persona
AdA
AdB
AdA
AdB
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Utilizing Demographic Data to Increase Efficiency of Targeting Capabilities
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Utilizing Demographic Data
Figuring out who to target ✓ Using Google Analytics Data
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www.CPCStrategy.com | 619.501.6138 | [email protected]
Utilizing Demographic Data
Figuring out who to target ✓ Using Audience insights
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Poll For The Audience…Would you like to talk more about your current Dynamic Product Ad strategy?
A. Yes
B. No
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Maximize Your Return on Facebook
Questions for Stephen?Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit
www.CPCStrategy.com | 619.501.6138 | [email protected]