Up until recently, e-commerce websites that have a wide range of products under various categories used to advertise on Facebook by creating ads and assigning creatives and audience for each product individually. With the recent introduction of Dynamic Ads on Facebook, advertising has become so much easier – Advertisers need not create individual ads for each of their products anymore. Facebook users/potential customers are displayed ads based on their history of website visits and ad clicks through Facebook. This eliminates the need to create a custom audience for each product sold. Dynamic Ads have come to Instagram as well – Advertisers can now reach to the 400M+ monthly users on Instagram through dynamic ad targeting.
A Facebook dynamic ad can be created by following the below steps –
- List your products on Facebook
The very first step that you need to do in order to run dynamic ads is to list every product of your website. The specific attributes of each product are then used to generate ads with specific product name, product type, price, URL, availability, description, and so on.
While creating a campaign, it will be useful to filter out from a specific category the list of products that needs to be dynamically advertised.
- Track conversions through Facebook pixel
A Facebook pixel needs to be placed on the website in order to track the users who view/add/ purchase specific product catalogs. This pixel code can be accessed under Tools in your ad account. The conversion tracking should also be enabled while setting up your campaign.
- Set up a dynamic ad template
Dynamic Ad template can be set up to dynamically display part or whole of your products. Keyword based targeting can be set up show specific products. Now when a user searches for a particular keyword specified by the advertiser, the particular product is displayed, and if the user goes ahead and purchases the product, the product ads are turned off so that the user is no longer bothered with an ad of a product already purchased.
Facebook also recently bought in few enhancements to targeting through Website Custom Audiences. It focuses on targeting the existing regular website audiences rather than bringing in more audience to the site. Advertisers can now target based on the number of times a particular user visits the website, the range of dates of visits or actions performed, the aggregate time spend on a page, and the devices used to access the website. This feature hasn’t rolled out to everyone yet. With dynamic ads and website custom audience enhancements, reaching out to the right people at the right time with the right product has become easier and less puzzling. The ads are more targeted and relevant than ever.
We are an up and coming consultancy aiming to simplify digital media for business. Visit our website to learn more about our service offerings.