With the ever-changing world of digital marketing, it’s difficult to keep up with the latest advertising tactics. For eCommerce brands, you’ve probably come across many “must-do” advertising strategies.
For Untitled, we can promise dynamic product ads really are something you should pay attention to. If you’re a brand with a variety of products, then dynamic product ads can be especially beneficial to you.
Retargeting isn’t exactly a new concept to advertising. Website visitors who are served a retargeting ad are 70% more likely to convert. It’s obvious that eCommerce brands should be running retargeting campaigns. However, what if you could make an already generally successful advertising strategy better?
Enter dynamic product ads: essentially advanced retargeting ads.
What Are Dynamic Product Ads?
You have most likely experienced a dynamic catalog ad yourself. Have you ever been online shopping for a pair of shoes, bounce from the website, and as your scrolling through social media, you suddenly see an ad for the exact shoes you were contemplating? This is a dynamic catalog ad, and as you probably know, they’re pretty effective.
Dynamic product ads allow you to serve the right products to the right people. With the Facebook pixel installed and connected to your online store’s catalog, you are able to track and monitor users who have viewed, added to cart, and purchased specific products. This information is incredibly valuable because it enables you to serve ads to the same users you know are highly interested in your product. Not only is your audience highly refined, but your ads will automatically show products that are relevant to that specific user.
Why You Should Run Dynamic Catalog Ads
There is an incredible opportunity to serve high-performing campaigns with dynamic product ads because they are personalized and relevant to the user. Here are three benefits of dynamic product ads:
- You can get creative with your primary text because the user is familiar with your brand. For example, if you’re targeting people who have added to cart, consider making your caption something along the lines of “Forgetting something?” or “Enjoy 10% off your order!” to encourage them to come back and make the purchase.
- If your store has many different products, you don’t have to manually create dozens of ads for each individual product.
- These ads typically produce a high ROAS (return on ad spend) and once set up, require very little maintenance.
How To Set Up Dynamic Product Ads
Ads that require little maintenance and generate a great return? Almost sounds too good to be true. The only slight catch is getting them set up, which may require a little more effort.
First, you have to connect your eCommerce catalog to Facebook, which can usually be imported directly from your website platform, depending on which you use. You can choose to import your entire catalog, or you can create “product sets”, grouping similar items to be advertised together.
Once completed, you will then need to install the Facebook pixel to your site and connect it to your catalog. Lastly, you will launch a campaign with “catalog sales” as the objective and select which catalog you want to use.
There’s multiple ways to serve ads within a dynamic product ad campaign:
- Target users who have viewed or added to cart but not purchased
- Target users who have added to cart but not purchased
- Upsell products
- Cross-sell products
- Custom combination of any of the above
If you make it through all of that, hopefully you can sit back and watch the sales come in, giving you more time to focus your efforts on other ways to market your awesome eCommerce brand.
We know the setup process can be tricky, time consuming, and confusing. If you can’t tell, Untitled is a huge fan of dynamic product ads, and we’d love to run them for you.
Contact us if you have questions or want to talk eCommerce advertising. We’d love to chat with you and help your business grow.