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Home > English > Social > Facebook > How To Articles: Facebook > Getting Started with Dynamic Product Ads

Getting Started with Dynamic Product Ads


Facebook Dynamic Product Ads help you promote the relevant products to the shopper browsing your product catalog on your website or mobile application through remarketing.

Advertisers will be able to use single or multi-product ad units to surface ads to users across all devices, regardless of which device a user was on when they initially interacted with the brand. Facebook will dynamically show these ads to past visitors of your products and services to convert them into purchasing customers.


Using this powerful feature, you can help promote your products with these great benefits:

  • Scale: Promote all of the relevant products with one creative template without having to configure every single ad
  • Always-on: Campaigns only need to be configured once to continually reach a wide audience with the right products
  • Cross-deviceRetarget people with ads on any device they use regardless of the original interaction of your business
  • Highly relevant: Show ads of products that the user has shown behavioral interest in order to increase their likelihood to purchase



Use the following step-by-step guide to get started with Facebook Dynamic Product Ads in Marin Social.

1. First, create a Product Catalog Sales media plan.


2. In the Campaigns tab, launch the Dynamic Product Ads Wizard.

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3. After the Ad Wizard is launched, create a product set.

  • These are essentially filters that will be applied to your product catalog in order to retrieve a set of products that will be surfaced through the dynamic product ad.
  • We provide the functionality to select multiple product sets in one shot so that the user can quickly generate a combination of product sets and product audiences for A/B testing and split testing purposes to identify the best performing products.

Create New Product Set


4. In step 2 of the Ad Wizard, create a new product audience that you would like to target your products to. You can target users by their behavior such as whether a user has added to cart, but not bought since these types of users have shown a strong interest in your products and are most likely to become purchasing customers.

You can also select multiple product audiences in this step for A/B testing.

New Product Audiences


5. Within the creative template, you can specify macros that map to the columns of your product feed such as price, brand, description, and product name. Facebook will dynamically populate these macros with the corresponding values of the product that is shown in the dynamic product ad. We also provide a preview in the right-hand side so that the advertiser can get an understanding how the creative will look like with the macros populated with the correct values from the product feed.


6. Finally, set your bidding strategy.



Understanding the performance and ROI of a product in the market is very important to the advertiser. Having this knowledge can give marketers valuable insights and direction on where to shift their advertising dollars. You can access the product statistics view in the CampaignGroup, and Creative tabs and also thru Reporting > Product Stats which provides a global media plan level product stats view.

Stats View


In the Marin Social platform, we provide these granular performance statistics per product in a grid that enables the advertiser to quickly identify high performing products.

Screen Shot 2015-05-15 at 3.44.40 PM


We also provide a global media plan level product statistics view in Reporting > Product Stats.

Product Stats

Please contact a Marin Social representative today for more information.

Product Catalog Restrictions

Facebook has applied restrictions relating to the access of Product Catalogs. 

In a nutshell, the changes break down as per the following example:

  • Prior to these changes, admin users of business "A" have View access to the Product Catalog of business "B", as long as businesses A and B are under the same Business Manager.
  • After this change, only users or businesses who have been explicitly granted access to a Product Catalog, using the updated catalog permission roles, will be able to read or write to the Product Catalog.

Impact On Marin Social Users 

If you currently use Facebook Product Catalogs, you will need to ensure that all of your employees who need to work with Product Catalogs are added as Catalog Admin or Catalog Advertiser users from the Facebook Business Manager. For detailed instructions on how to do this, please review Facebook's instructions here. (External link) 

If you already have permissions set up correctly for your users, you won't be impacted by this change. If you don’t have the permissions set up already, your users may not be able to see the Product Catalog they’re looking for when working in Marin Social. This issue can occur in two scenarios:

  • Creating new ads that use Catalogs (Product Catalog Sales Ads, Collection Ads)
  • Editing product sets in the Mass Editor. If the user doesn't have access to the catalog, the sets will not appear (Product Catalog Sales Ads / Collection Ads / Slideshows / Creative Template).

Users may also run into permissions errors when syncing changes with Facebook. This can happen when making edits to the feeds / catalogs / product sets / ads they no longer have catalog permissions for. For example, if a user attempts to edit the age/gender targets of an existing ad, the sync would fail, as doing so would result in the platform deleting and recreating the targeting specs in the background. 

External Resources 

You can learn more about these Product Catalog changes from Facebook's official documentation at the following link:

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