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FACEBOOK DYNAMIC ADS DECONSTRUCTED

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Q1. What are Facebook dynamic ads?

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INTRODUCTION Q2. A  re dynamic ads feed-based, and do I have to upload my product catalog to .use dynamic ads?

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Adoption of Facebook dynamic ads has been swift, with many retailers eager to get their product ads in front of the massive

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Q3. What do dynamic ads look like?

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Facebook audience. Still other retailers have not jumped on the bandwagon yet, uncertain of the channel’s complexity and relative newness. You might be wondering: Are dynamic ads still too new and unproven? Should I be paying attention to them? And what exactly are dynamic ads, anyway? Settle in, friends. This e-book covers the 10 most frequently asked questions about Facebook dynamic ads. From custom

Q4. Where do dynamic ads display?

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Q5. What ad spend model does Facebook use for dynamic ads?

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pixel implementation to feed questions, we’ve got it covered. Q7. Consumers don’t go to Facebook to buy products. Why should I consider investing in Facebook dynamic ads?

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Q8. What’s the difference between retargeting through dynamic ads vs. retargeting through other display networks?

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Q9. What are the big differences between Facebook dynamic ads and search product listing ads (PLAs)?

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WHAT ARE FACEBOOK DYNAMIC ADS?

Dynamic ads are the first product-level, direct response ad format in the Facebook channel. Dynamic ads are a form of retargeting—but at a product level. You can show consumers ads based on products they browsed on your website or mobile app to increase the likelihood of a purchase. You can also choose to show ads to a “broad audience”—people who haven’t visited your website or app, but who might be interested in your products. The major value of dynamic ads is that they are a way to get back in front of shoppers using a highly targeted and relevant product ad. They also work across devices, so if a consumer visited your site on, say, his laptop, he could see a dynamic ad—that’s relevant to him—when he opens the Facebook app on his smartphone.

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ARE DYNAMIC ADS FEED-BASED, AND DO I HAVE TO UPLOAD MY PRODUCT CATALOG TO USE DYNAMIC ADS? Yes to both questions. Dynamic ads require that you have a product catalog and that you upload it to Facebook Business Manager. Your product catalog for Facebook dynamic ads contains each product’s ID, name, category, availability, product URL, image URL, and other attributes. The good news is, in many cases, you can send Facebook the same product feed you’re sending to other product-level advertising channels (such as Google Shopping).

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WHAT DO DYNAMIC ADS LOOK LIKE?

Dynamic ads come in two formats—single product or multi product—so you can feature the exact product a consumer wants or a targeted selection of products. Each ad has its own image, name, description, and URL. If you choose to display multiple products, one product would display in one frame, and the set of products would scroll horizontally in a carousel.

Description

Product URL

Automatically Pulled Profile Picture

Image

Name

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WHERE DO DYNAMIC ADS DISPLAY?

Advertisers can choose to show their dynamic ads in several places: Facebook: When shoppers are visiting Facebook from a desktop device, dynamic ads show in the News Feed and the right sidebar. Within the Facebook mobile app, dynamic ads display in the News Feed. Instagram: Dynamic ads appear in users’ feeds, similar to any other Instagram photo or video. Facebook’s Audience Network: Some third-party mobile apps and sites that are opted in to Facebook’s Audience Network also display dynamic ads. The dynamic ads can display as interstitial ads within these apps, where they take up the whole screen and appear in between activities throughout the app.

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WHAT AD SPEND MODEL DOES FACEBOOK USE FOR DYNAMIC ADS? You set a budget for Facebook to use in accordance with the audience targeting parameters you select. You can choose whether you want Facebook to charge you per click (CPC) or per 1,000 impressions (CPM).

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HOW ARE DYNAMIC ADS DIFFERENT FROM OTHER FACEBOOK ADS? The simplest way to think about this is that dynamic ads are product-level Facebook ads, whereas other Facebook ads are brand focused. To give more detail, here are a few other major differences between dynamic ads and other Facebook ads (such as basic carousel ads), mainly around the sophistication of the format. Dynamic ads display based on consumers’ actions on your site and on Facebook. Other Facebook ads populate based on consumers’ actions on Facebook only. Dynamic ads, however, with the Custom Audience pixel, let you understand consumers’ actions on Facebook and on your site. Dynamic ads let you define your target audience with more granularity. Dynamic ad targeting is tuned for e-commerce. You can choose to target, say, users who added a product to their cart in the past day, who haven’t bought in the store, and who are located in New York. (Honestly, the targeting possibilities are endless here.) Facebook creates dynamic ads, well, dynamically. Dynamic ads look identical to carousel ads on Facebook. However, rather than creating each ad individually, Facebook creates your ads by using your ad template and pulling the images and information from your product feed.

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CONSUMERS DON’T GO TO FACEBOOK TO BUY PRODUCTS. WHY SHOULD I CONSIDER INVESTING IN FACEBOOK DYNAMIC ADS? True—no one types a product name into Facebook’s search bar hoping to find retailers that sell that item. Like most social networks, Facebook lacks consumer intent. But that doesn’t mean there is not significant revenue opportunity in the channel—as long as your ads are relevant. When consumers leave your site without making a purchase (and 98% of the time, they do), you have to get back in front of them. Facebook has the members—and specifically its members’ mobile adoption—you need to do just that. Consider that Facebook has: The second most used website in the world behind Google, with 1.23 billion daily active users.* The #1 mobile app globally, with 1.15 billion mobile daily active users.* That means 91% of Facebook’s daily users access the social network on their mobile devices. E-commerce pros who are not using Facebook dynamic ads are missing the chance to connect shoppers to relevant products in a direct-response capacity in one of the most populous channels on the web. Another big takeaway here is that dynamic ads are hyper relevant to each individual Facebook member—which helps overcome the intent hurdle. If a consumer has visited a product page on your website several times over the past day, and you show that consumer an ad for that product in his Facebook feed, that’s likely a good use of your ad spend when he clicks through. *as of December 2016

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WHAT’S THE DIFFERENCE BETWEEN RETARGETING THROUGH DYNAMIC ADS VS. RETARGETING THROUGH OTHER DISPLAY NETWORKS? Generally, retargeting ads are served to consumers who have already visited your website, with the purpose of reminding them of their desire to purchase. That is true of dynamic ads. However, dynamic ads have a couple major advantages over retargeting ads on other display networks. Facebook has sky-high reach. As we covered, Facebook is the #2 place to reach consumers on desktops, and the #1 place to reach consumers on their mobile devices. Its reach is nearly unmatched to any other display network (besides Google—in fact, Google and Facebook are the one-two punch for getting in front of consumers). Dynamic ads bring you closer to individualized marketing than most other forms of retargeting. Individualized (or 1:1) marketing has long been considered the “holy grail” of the industry, and retargeting has gotten marketers much closer to it. However, most forms of retargeting connect a consumer’s browser sessions together. Dynamic ads, on the other hand, connect a consumer’s activity on your site to his Facebook profile, which is a more accurate way to pinpoint an individual user—and market to him.

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WHAT ARE THE BIG DIFFERENCES BETWEEN FACEBOOK DYNAMIC ADS AND SEARCH PRODUCT LISTING ADS (PLAs)? There are several differences, but the three biggies are: Dynamic ads are a form of retargeting, while PLAs are usually a form of search marketing. Consumers see dynamic ads after completing a specific action on your website (viewing a product page, adding a product to cart, or purchasing a product) and then visiting Facebook. By W

contrast, consumers usually see PLAs after entering a

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query in a search channel. Dynamic ads show only one retailer’s products, while PLAs show multiple retailers’ products. PLAs let consumers comparison shop, because one search query usually yields ads from multiple retailers. With dynamic ads, consumers

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get an ad for only one retailer’s products.

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Consumers don’t have to initiate a search to see a dynamic

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ad. Consumers don’t have to do anything once they’re in Facebook to see a dynamic ad. The ads appear when consumers log in. This can create more opportunities for your entire product catalog to show on Facebook.

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HOW DO I GET STARTED WITH DYNAMIC ADS?

To get started with dynamic ads, you’d: Create a Facebook Business Manager account if you don’t have one already. Business Manager is a dashboard where you can access your ad accounts on Facebook. Install Facebook’s Custom Audience pixel on your website. The pixel is the code that tracks information about your website visitors, such as products viewed, added to cart, and purchased. But this is where things get tricky. The pixel isn’t your ordinary cut-and-paste snippet—it’s complex and might require IT resources to implement. Upload your product catalog to your Facebook Business Manager account. Your catalog (often a .csv file) would contain data about the products you want to advertise, such as name, ID, description, product page URL, image URL, etc. Set an ad template. You can set parameters for how you want your ads to look. Facebook then pulls data from your catalog to populate the fields in your template. Facebook optimizes ads across devices, so one template will cover you for desktops, tablets, and smartphones. Select the audience. Facebook being Facebook, the options

You can choose to target users

for targeting are practically limitless. You can choose to

who have viewed a product in

target based on demographic attributes (i.e., geography, interests, age) as well as actions (added to cart, viewed a product, etc.), and any combination thereof. Facebook goes to work. The pixel feeds each website visitor’s information back to Facebook, where the platform matches a visitor’s information to her Facebook profile and

the past five days or added a product to their cart in the past two days, but haven’t made a purchase. Or you could target consumers who’ve made a purchase in the past week and have viewed a product in the past day. And so on.

to your dynamic ad settings. Facebook creates an ad and displays it to the consumer on the device she is using.

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FURTHER EDUCATION

If you have questions or want to learn more, see our Facebook dynamic ads blog posts or drop us a line at [email protected]. We love talking about everything e-commerce marketing.

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