Suppose you are planning to go on vacation. You are comparing airline tickets online, but just need some relaxation and click on Facebook. To your great surprise, you immediately see an advertisement with the airline tickets that you have just viewed online. Recognizable right? This is an example of Dynamic Remarketing on Facebook. The advertiser realizes this dynamic advertisement through Facebook Dynamic Product Ads. In the first part of this blog series I will discuss what Facebook Dynamic Product Ads are and what the benefits are. This blog is part of a series in which I will tell you about the requirements, how you build the ads and I will give you tips on strategy and optimization.
Before I start the blog series, it is important that you are familiar with the following terms:
- Facebook pixel: “The Facebook pixel is an analysis tool with which you can measure the effectiveness of your ads and gain insight into the actions that people take on your website.”
- Product feed: “An export file from the product database of an advertiser / webshop.”
- Facebook Business Manager: “Free platform to run and track ads, manage resources such as your pages and ad accounts, and add agencies or marketing partners to help manage your business.”
- Facebook Catalog Manager: “With Catalog Manager you can create and manage a catalog of your inventory (products, flights, hotels, real estate and more) and use your inventory for a variety of business purposes on Facebook, Instagram, Messenger and Audience Network. “
- Facebook Product Sets: “A group of articles from the inventory of your catalog. When you create a product collection, you apply filters such as availability, brand or price to indicate which items the product collection must contain. ”
What are Facebook Dynamic Product Ads?
Facebook Dynamic Product Ads are dynamic ads from Facebook where products from a product feed are automatically displayed to people who have shown interest in these products on your website, in your app or anywhere else on the internet. I already described the best-known example of this in the introduction: people show interest in a product on a website and when they are on Facebook, they immediately see an advertisement with the product that has just shown interest on the website in question. We call this Dynamic Remarketing via Facebook.
But there are several options for using Facebook Dynamic Product Ads. First of all it is possible to advertise on Facebook, but you can also deliver your Dynamic Ads via Instagram or via the Audience Network (you will then be shown on websites that are connected to the Audience Network of Facebook). In addition, it is good to know that it is not an obligation that a person has shown interest in a product on your website or in your app, to use dynamic advertisements. It can also happen that people show an interest in a (similar) product, which you also offer on your website or in your app, but have not shown this interest on your website or in your app. Because Facebook collects user information, it is also possible for Facebook to create an interest group based on this behavior. As an advertiser, it is possible to add these interest groups when setting your targeting. This way you can still reach people who have not yet interacted with your website and / or app. This is also called Dynamic Prospecting. What strategies there are for Facebook Dynamic Remarketing and Prospecting I will discuss later in this blog series.
Facebook Dynamic Product Ads: what are the benefits?
Meanwhile, Facebook Dynamic Product Ads have been available in America for a number of years and of course I am aware that I am not the first to write about this subject. However, we often see that the Catalog Manager and the Facebook Dynamic Product Ads (DPA) are used by very few companies. That’s a shame, because Facebook still has millions of users in 2019. The number of users has certainly decreased compared to 2018 (mainly due to scandals with data leaks and fake news). Only WhatsApp currently has more users in 2019. We often see that Facebook Dynamic Product Ads, especially at large E-commerce web shops, can be an added value within the total marketing mix.
Below I have listed the biggest advantages of Facebook Dynamic Product Ads:
- Automatically reach potential buyers through Dynamic Remarketing: deliver dynamic advertisements via Facebook, Instagram or the Audience Network to people who have shown interest in a product on your website or in your app
- Automatically reach new potential buyers through Dynamic Prospecting: deliver dynamic advertisements via Facebook, Instagram or the Audience Network to people who have shown interest in your products (or similar products) but have not visited your website or your mobile app (Facebook Dynamic Prospecting campaigns). In a later blog I will explain how you can use relevant sets of (re) advertisements for Dynamic Prospecting campaigns
- Facebook Dynamic Product Ads are scalable: it is possible to copy the dynamic advertisements to other advertising accounts. This makes it very easy for international companies to copy the strategy to other countries.
- Of course there must be a separate product feed per country and the advertising texts must be translated. Is a new product added to your product database? Then this product is advertised directly, without you having to build an advertisement manually. This means that you spend less time building your Facebook Ads!
Do you also want to make use of the above advantages and use dynamic advertisements via Facebook? Then keep following this blog series. In the next part of this blog series I will focus on the requirements of Facebook Dynamic Product Ads and how to set up Facebook Dynamic Product Ads.
Do you have any questions about this blog? Let me know in the comments, so that I can answer your questions.
By S.van der Tap.Pd.Internet Marketer Founder Of digitalstico.com