Post on 30-Jul-2015
How To Set Up & Promote Facebook’s Dynamic Product AdsStrategies For Retailers to Engage in Facebook’s New Marketing Program
Facebook Advertiser Course
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Webinar Housekeeping
Stay Tuned For Webinar Recording Email
Q&A Following The Presentation
Submit Questions In The Chat Box To The
Right
Logistics Speakers
Rick BackusCEOCPC Strategy
Stephen KernerSenior Retail Search ManagerCPC Strategy
•Founded in 2007
•Over +300 active retail clients
•Top 50 fastest growing companies in San
Diego
•Recognized as an Official Google Shopping
Partner
•Exclusive focus on retail
Solutions
Retail-focused Paid
Search (PPC)
Google Shopping
Management
Shopping Channel
Management
Amazon Sales
AccelerationCPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
CPCSTRATEGY.COM
Do you have active Facebook Dynamic ProductAd campaigns live already?
Poll for the Audience
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Retail Search Expert
Stephen KernerSenior Retail Search Manager
Lead Senior Retail Search Manager
In-House Social Media Expert
Google AdWords Qualified Professional
Google Analytics Qualified Professional
5+ Years Experience In Social Media
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Course Overview
What are Facebook Dynamic Product Ads?
How to Set Up Facebook Business Manager
How to Set Up & Link a Product Catalog to Business Manager
Installing the Facebook Conversion Pixel
Implementing a Custom Audience Pixel with a Dynamic Element
How to Create a Facebook Dynamic Product Advertisement
Best Practices for Facebook Targeting
Live Q&A
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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?
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up Facebook Business Manager
Requirements to Set Up Facebook Business Manager:
A personal Facebook account
Ad account to move to Business Manager
Facebook Page to move to Business Manager
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up Facebook Business Manager
Go to business.facebook.com
Click Get Started
Click Next
Enter Business Name
Select Primary Page > enter Work Email
Click Create Business
* If retailer’s opt to have an agency manage their account – the set up process is a little different. For more information on how to manage your Facebook advertising account email tara@cpcstrategy.com.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up Facebook Business Manager
Next Steps
Add & Assign People to the page
Claim Ad Account
Create Product Catalog
Upload the feed
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up Facebook Business Manager
Adding A New Person To The Business Manager:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up Facebook Business Manager
How To Add An Ad Account:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up Facebook Business Manager
Enter Ad Account ID (Found by logging onto Facebook & selecting Ads Manager on left)
1
2
3
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up & Link a Product Catalog to Business Manager
Assigning an Asset to Someone
New:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up & Link a Product Catalog to Business Manager
Go to Settings > Product Catalog > Add New
Product
Click Create New Catalog
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up & Link a Product Catalog to Business Manager
Name The Product Catalog After Your Site:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up & Link a Product Catalog to Business Manager
Assigning the Product Catalog:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up & Link a Product Catalog to Business Manager
Creating and Scheduling a Feed:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
How to Set Up & Link a Product Catalog to Business Manager
Feed specs
*Pro Tip:
You can use your
Google Shopping feed
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Installing the Facebook Conversion Pixel
In the Ad Manager, select Conversion Tracking
Select Create Pixel in the upper right corner
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Installing the Facebook Conversion Pixel
Select the pixel you will be tracking
Typically you will want to choose Checkouts
Name the pixel something that reflects what it is tracking (ex: Shopping Conversions)
Why? So you can track different types of conversions and tell them apart.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Installing the Facebook Conversion Pixel
Click Create Pixel to generate the code
*Tip:
For the conversion pixel - businesses
should
update the value with the revenue variable
for
their cart.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Installing the Facebook Conversion Pixel
Verify the pixel by going to the right side of the ad manager & selecting Conversion Tracking.
Here you can see if the pixel is working (if it says active).
It is important to note it won’t say active until you get a conversion.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Implementing a Custom Audience Pixel with Dynamic Element
Click Audiences on right side of Ads Manager
Choose the type of audience you want to create on Facebook
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Implementing a Custom Audience Pixel with Dynamic Element
Create the tag that will be placed on every page of the site that you want to collect traffic from.
Installing the Dynamic portion of the Custom Audience Pixel Install 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 | contact@cpcstrategy.com
Implementing a Custom Audience Pixel with Dynamic Element
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Implementing a Custom Audience Pixel with Dynamic Element
Identify Your Audiences & Set The Rules:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Implementing a Custom Audience Pixel with Dynamic Element
TIP:
To get more granular with your
targeting - include certain
pages BUT exclude others,
especially
past purchasers.
Also, target people who have
viewed a page within a select
number of days- we have
found that 3 days is a good
starting point, but you will
want to test it.
Once complete, you can see
the Audience under Audience
Section in Ads Manager.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Setting Up Dynamic Product Ads
Create Ad Set > Name it:
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Setting Up Dynamic Product Ads
Create Ad Template
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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)
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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 an 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, Ect or you can use a combination of both.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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
group. 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.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Best Practices for Facebook Targeting
Different Ad Set Based on Targeting
Product Viewers 3, 5, 10, 30
Cart Abandoners 3, 5, 10, 30
Past Purchasers 15, 30, 60
One thing to remember is to exclude past purchasers from the first two lists. This
will ensure sure that you are not serving ads to people who may have just purchased one of
your products.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Best Practices for Facebook Targeting
Start off with Product Sets targeting the audiences that Facebook automatically
create, and test different date ranges.
*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.
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Conclusion
1. First create Business Manager, Product Catalog, and send feed
2. Create your first DPA ( Dynamic Product Ad) Campaign
3. Create your ad set based on different date ranges of, Product Viewers, Cart
Abandoners, and Past Purchasers.
4. Create separate Ad Sets based on Flagship Products and don’t forget to only
target those products. Remember, you will only serve products in this product
set .
How much of your marketing budget is spent on Facebook advertising?
Poll for The Audience
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com