You can use dynamic ads to sell items from your catalogue across Facebook, Instagram, the Audience Network and Messenger. With dynamic ads, you don't have to worry about creating thousands of individual ads for each item in your inventory. Instead, dynamic ads target people who've browsed items on your website or in your app (or who've expressed interest in items similar to yours). Use this guide to learn how to effectively use dynamic ads.

Before you begin

There are few things you should check before using this guide.

• Have you set up your catalogue? A catalogue is a container that houses all information about items in your inventory. Before you can use dynamic ads, you need to set up your catalogue. Learn more about using catalogues on Facebook.
• Have you added the Facebook pixel to your website or App Events to your app? The Facebook pixel and app events allow you to understand the actions people take on your website or in your app. Learn more about setting up pixel or app events.

In this article

• Set up your dynamic ads
• Build engaging ad creative
• Target the right audience
• Focus your overall goals

Set up your dynamic ads

For the best results with your dynamic ads, you should make sure that:

• You set up the pixel and/or App Events and select the events that you want to measure.
• Your catalogue is up to date and includes accurate information about your inventory.
• You set up product sets to control bids and recommendations.

Step 1: Implement the Facebook pixel and/or App Events

The Facebook pixel and App Events enable you to reach people with intent to purchase your products. The most important step to improving the performance of your dynamic ads is setting up your events correctly.

• Select your events: Conversion events are specific actions people take on your website or in your app (for example, when someone makes a purchase or adds an item to their basket). Select the right conversion events so that your dynamic ads can target and optimise for actions that you care about. Here are some recommendations:

  • Add ViewContent events to all product pages.
  • Add AddToCart events to either your shopping basket pages and/or buttons that allow people to add items to baskets.
  • Add Purchase events to purchase or confirmation pages.
  • (Optional) Include Search and ViewCategory events to expand your audience size.
• Add the correct IDs to your events: You can add either product IDs or product group IDs to your events. Use product IDs when you want to match individual products viewed on a website separately. For example, you might want to show an ad for a specific colour or size of a shirt that comes in multiple sizes and colours. Use product group IDs when you have many different variants for your products, and you only want to show one recommendation. For example, you might want to show an ad for the generic version of a shirt that comes in multiple sizes and colours.
• Associate your pixel or App Events with your catalogue: After you've added your pixel and App Events, you need to associate them with your product catalogue. When you do this, your ads will automatically show products based on customer behaviour in apps and on websites. If you have multiple pixels, app events or catalogues, make sure that they're all properly associated with each other. Learn more about associating your pixel or App Events with your catalogue.

Important! Check the health of your pixel regularly by visiting the Events page in Catalogue Manager. The Events page gives you rich insights into your website's pixel fires, specifically how many times people have interacted with your items. This includes items they viewed, added to basket or purchased, and whether or not these items were in your catalogue at the time. If you notice that an event is showing significant drop-off (for example, Purchase events drop sharply, but ViewContent and AddToCart events remain consistent), you should check your pixel code for errors. You can also use pixel helper or Analytics for Apps to diagnose issues.

Step 2: Build your catalogue

To create a dynamic ad, you need to have a catalogue, which is a container for the inventory that you want to advertise across Facebook, Instagram and the Audience Network. After you set up your catalogue, follow these tips to make sure that your product catalogue is working well with your dynamic ads:

• Review the product images in your catalogue to ensure that they are eligible for all placements and compliant with our content guidelines: Products that do not meet content guidelines or image specifications will not appear in your dynamic ads. For square (1:1) aspect ratios in the carousel ad format, your image should be 600x600. For single image ads, your image should be at least 1200x630. It's also recommend that you use high-resolution photos (1080x1080) for the best-quality imagery.
• Keep your catalogue up to date: Add high-quality and accurate information about your products to help improve ad performance. Showing in-stock products with the correct prices can help conversion rates and create a better experience for shoppers. If your catalogue changes constantly and your feed is hosted on another server or website (such as Dropbox or an FTP client), you should consider scheduling updates to your catalogue. Learn more about scheduled uploads.
• Make sure that every product in your catalogue has a unique identifier: Providing unique global trade item numbers (GTIN), part numbers, unique titles and descriptions can help prevent duplicate records and improve your ads delivery.
• Consider providing "product category" and "product type" as columns in feed: Using these columns may allow for more reporting options, delivery optimisation and targeting options (cross-sell/upsell).
• Associate the pixel and App Events with your catalogue: Associating the pixel and App Events with your catalogue allow you to maximise the potential size of the audience.

Step 3: Create product sets from your catalogue

A product set is a group of items from your inventory in a catalogue. Product sets allow you to control bids and the items that appear in your ad. Choosing the right balance of clearly defined product sets may help you to maximise your reach and control spend. Here are some ideas for organising your product sets:

• One set per product category (for example: shoes)
• One set per price range (for example: greater than £500, less than £500)
• One set per markdown or promotional price (for example: 20% off)
• One set per theme (for example: gardening, cooking)

Follow these tips to make sure that your product set is set up properly:

• Create broad, but logical product sets: Create product sets with concrete, broad themes, such as high-level category or price range. Creating a product set that's too narrowly defined with few products can cause your ads to experience under-delivery. For the best results, start with broadly defined product sets with all products.
• Create advanced product sets: You can add up to five custom columns to your data feed to add additional information about your products. Here are some columns that you might want to add to your feed:

  • Margin
  • Stock levels
  • On sale or promotion
  • Location availability
  • Special delivery requirements

Build engaging ad creative

Even though dynamic ads pull relevant creative from your catalogue, you still have different options for customising what your ad looks like across Facebook, Instagram and the Audience Network.

• Use quality imagery: For square (1:1) aspect ratios in the carousel ad format, your image should be 600x600. For single image ads, your image should be at least 1200x630. It's also recommend that you use high-resolution photos (1080x1080) for the best-quality imagery. If the image isn't as expected, you can edit the image in your catalogue.
• Get people to tap or click on your ad: Add unique creative elements to inform and inspire purchases. Add overlays to show prices and discounts over each product in the ad.
• Avoid creative changes during high-traffic sales events: Creative changes may impact the delivery of your ads in the middle of a campaign. Avoid making creative changes during time-sensitive campaigns (such as a holiday). If you must make creative changes to your ads, do so at a low-traffic time.
• Create a seamless shopping experience by directing people to your mobile app: If possible, add deep links to product listings in your app rather than your mobile website. Doing so leads to higher conversion rates on average.

Target the right audience

Dynamic ads allow you to choose which people who visited and took action on your website to target with relevant ads (retargeting). You can also include people who haven't visited or taken action on your website (broad audience targeting). Choosing the correct targeting options enables you to balance your reach and costs to maximise performance.

Retargeting

Dynamic ads for retargeting can remind your website or mobile app shoppers of products they viewed but didn't buy, and cross-sell/upsell complementary products from your inventory.

• Exclude recent purchasers: Unless you run a subscription service, exclude people who have made a recent purchase from your campaigns so that you can focus on acquiring new customers. If purchasers have not been back to your site for a while, you can re-engage them with a different dynamic ads campaign.
• Use a longer retention window: Increase your audience size by changing your audience retention window. Extending your retention window to a longer period of up to 30 or 90 days will enable you to reach even more people. Target all devices and use the cross-device reports to help understand the value of cross-device conversions, then optimise for conversions along the purchase path.
• Consider time in your audience segments: Audiences who have visited your website or app in the past day may be more valuable to your business than those who visited 14 days ago. You may want to segment your audience by the time since their last action so you can set different bids based on their value to your business. Segmentation factors can include action types, time periods, device types and product categories. Create an ad set for each audience segment to vary bids, decide when each audience will see your ads and see metrics by audience.
• Cross-sell or upsell your inventory: Reach people who recently purchased an item from your inventory through cross-selling, or reach existing shoppers with a complimentary product set or a higher value item through upselling. Learn more about cross-selling and upselling your inventory.

Broad audience targeting

Dynamic ads for broad audiences enable you to find new customers for your business rather than targeting those who've already visited, browsed or purchased items on your website.

• Identify your target audience: Use core targeting, based on geography and demographics, for the best results when targeting a broad audience. Dynamic ads with broad targeting deliver ads to customers with the highest intent. Any additional targeting may lead to limited delivery, so it's recommend not to use Lookalike Audiences, Custom Audiences or behavioural/interest targeting in addition to broad audiences.

• Include site visitors: By including site visitors in your targeting, your ads will be trained faster to showcase your products to people who are more likely to buy them. Your campaign will also probably get better delivery when you include a retargeted audience.

  Note: Custom Audiences that include existing customers may be excluded, but depending on the size of that list, delivery could be impacted.
• Use large product sets: Test a large product set that includes at least 1,000 products. Your overall ad performance may improve when you maximise the number of products in your product set, even when the product set includes a diverse assortment.
• Tailor ads to your new audience: Use copy that is relevant to first-time visitors or new customers. For instance, if an evergreen promotion is offered for a first-time purchase, include that messaging in the text above the cards. To boost sales of a narrow category (for example, dresses), experiment with a pre-tested static card in the first position imagery that corresponds to the category of the items being sold.

Broad audience targeting vs retargeting

Focus your ads on optimal goals

For optimal performance with your dynamic ads, follow these tips:

• Optimise for conversion events: If you're getting at least 50 optimised results (including all optimisation goals under conversion and consideration objectives) per ad set per week, and you're bidding the maximum amount you'd be willing to pay for the conversion you want, you should optimise your dynamic ads for conversions. If you're changing your optimisation from link clicks to conversions, you may have to raise your bid.
• Bid the true value of a conversion: Bid what you earn from an average order. A simple approach is to use the average amount you earn from purchases within the past 7 to 14 days and bid that amount. Bidding your true value while optimising for conversions will help maximise exposure, engagement and return on investment.
• Set budgets as large as you can: Artificially constraining your ads with a low budget will cause you to miss opportunities to drive conversions. If you're experiencing good performance and spending your full budget, increase it to capture more opportunities.
• Plan in advance: Facebook can deliver your dynamic ads most effectively when they've been live for the full length of their retention window, and as a minimum a few days. For example, if your retention window is 30 days, set up your ad sets at least a month in advance of an important event, such as a sale.If you have an upcoming sale and need to revamp your product sets or creative, consider setting up your campaigns a week in advance of when you'll turn them on, but leave them paused. Then, on the day of the campaign, un-pause them. Doing so may get you more immediate results than setting the ads up the day you want them to go live.
• Expand your reach across the Facebook family of apps: Target placements not just on Facebook, but on Instagram, the Audience Network and Messenger as well. Capture more opportunities to convert, then focus budgets on those that perform the best.

* Nguồn: Facebook