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

Getting Started with Dynamic Product Ads

Introduction

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.

Benefits

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

 

Step-by-Step

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.

catalog.PNG
 

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

wizard

 

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.

Template6.

6. Finally, set your bidding strategy.

Bidding

Reporting

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.

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