Once you've got your feed optimised for Shopping, the next ... What makes it so easy to set up is that you can ... Faceb
MAKE FACEBOOK ADS MORE RELEVANT A U G U S T 2017 Google Shopping
AND SHOPPABLE WITH DYNAMIC PRODUCT ADS BY MELISSA DAYAN, PAID MEDIA ANALYST
www.greenlightdigital.com www.greenlightdigital.com
| +44 (0)20 7253 7000
1
Paid Social for Shopping activity and upload it to Facebook. This way, the engine is able to identify any product IDs with a user’s online behaviour (recorded by the Facebook pixel on the client’s website) and serve
MELISSA DAYAN
those products back to them on Facebook.
PAID MEDIA ANALYST
— Once you’ve got your feed optimised for Shopping, the next logical step is to seek additional opportunities to maximise efficiencies. The good news is that your feed can also be used to tap into your user base on Facebook. Facebook has set itself apart by taking the next step towards creating ads that are more targeted towards relevant consumers, while also being flexible in its ability to deliver personalised creatives. It’s this trend that’s captured the attention of the entire industry, and the focus is very much shifting in favour of this customer-centric approach.
H OW D O E S I T WO R K? Facebook’s Dynamic Product Ads use product catalogues and a remarketing pixel to link onsite behaviour through to a user on Facebook, allowing you to target them with the exact products that they engaged with. It automatically generates ads from those products, serving them to the user across any device they use: mobile, tablet or desktop. The ads automatically adjust to the device, and you’re also able to amend copy that accompanies the creative if you prefer to have a bit more control over the ads being served. What makes it so easy to set up is that you can take the existing product catalogue that you use
2
HOW CAN IT BENEFIT PE RFO RM A NCE? This ad format helps you to only promote the products that are most relevant to your audience, while also allowing you some control on the ads being served. As you’re able to amend the copy surrounding the products that are automatically imported into the ads, it leaves you some creative space to target your audiences. You could, for example, make them aware that these are the products still waiting for them in their basket. Or if you’d like to serve less intrusive messaging, you could use the free copy space to promote a sale that’s currently live on your website to give users that extra push to click ‘buy’ on their basket overview.
I M P A C T, O P P O R T U N I T I E S & CHALLENGES As the industry shifts more and more towards a focus on providing the most relevant – and also unique – experience for consumers online, Facebook is leading the way in optimising the journey for consumers. With the use of ad blockers quadrupling in the last three years1, it’s become even more important to make sure we’re constantly improving consumers’ online experience with advertising. Of course, with an improved customer experience comes an increase in engagement. Serving relevant and engaging ads to users not only helps increase
Paid Social
click-through rates, but also helps to convert them
that they’ve recently viewed on site as a very
online when they’re driven back to the brand’s
intrusive method, and react negatively to this.
website. Given how saturated and competitive the
This is why Facebook leaves us as advertisers in
market is on Facebook, particularly for retail, this
control of the accompanying copy, so it’s important
ad format certainly sets itself apart by allowing
to be creative and show the human side of a brand’s
us to really engage with users and showcase the
advertising without seeming automated or intrusive.
products that they’ve already expressed interest
By coupling the products your consumers have
in. This ensures you remain top of mind while
viewed with non-intrusive copy to encourage your
your customers browse online, even when they’re
customer to click back to site, you’re likely to see
targeted with numerous ads per day on Facebook
an increase in traffic and conversions from a new
alone. The average user spends 50 minutes per
platform.
day on Facebook , so Dynamic Product Ads are a 2
great opportunity to show the user an ad that’s
All this, just from optimising your Shopping feed,
more relevant to their interests, as compared to a
and plugging it into new platforms. All the hard
standard creative format that’s typically based on
work that went into setting up and optimising your
guessing what a specific audience would like to
feed is now going to pay dividends, both for your
see. That’s the beauty of Dynamic Product Ads: they
brand and your audience.
just show users what they’ve expressed interest in, which makes them that bit more valuable. 1. https://www.technologyreview.com/s/544716/the-fast-
A potential challenge here is that consumers today are more aware of advertiser targeting methods than ever, therefore might view serving products
rise-of-ad-blockers/ 2. https://www.nytimes.com/2016/05/06/business/ facebook-bends-the-rules-of-audience-engagement-toits-advantage.html
W I T H A N I M P ROV E D C U S TO M E R E X P E R I E N C E COMES AN INCREASE IN E N G A G E M E N T. — www.greenlightdigital.com | +44 (0)20 7253 7000
3
www.greenlightdigital.com The Varnish Works, 3 Bravingtons Walk, King’s Cross, London, N1 9AJ +44 (0)20 7253 7000
[email protected] 