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Home > English > Social > Facebook > How To Articles: Facebook > Smart Sync for Shopping

Smart Sync for Shopping

Introduction

DPA (Dynamic Product Ad) campaigns allow advertisers to promote thousands of items from their website catalogue to the right audience on Facebook in a dynamic and automated way.

For example, if a visitor adds an item to their cart and leaves the website without purchasing, an ad of the same item will be served to them on Facebook. The advantage of the DPAs is that the target is more qualified and the ad is personalized according to the visitor's behavior on the client's website.

The Smart Sync feature now allows clients who use both Marin Search and Marin Social Platforms to clone their Google Shopping campaigns and transform them into Facebook DPAs.

How Smart Sync for DPAs Works

Automated rules pick up the Google Shopping campaigns you have selected and send them to the Marin Social API for cloning. Marin Social will call the Facebook APIs to generate the Facebook DPA equivalent.

The Benefits of Google Shopping to DPA campaigns

The Google Shopping to Facebook DPA Smart Sync feature is recommended for clients who are selling goods online and whose main objectives are to drive qualitative traffic to their website, boost sales and improve ROI. The advantages include:

  • Identifying the best performing products from Google Shopping campaigns and advertise them on Facebook
  • Automatically launching DPA campaigns without having to manually create them in the Marin Social Platform
  • DPA campaigns will be launched in retargeting but also prospecting mode to acquire new customers
  • Unified reporting for both Search and Social campaigns

Best Practices

Campaigns cloned with the Smart Sync feature are easy to navigate as they are transferred as DPA campaigns. Once the campaigns are launched, their creatives are adapted according to the user’s action on the client’s website.

We have listed some tips you might find useful to help you achieve the best results with the Dynamic Product Ads:

Type of audience

We advise you to split your audience according to the clients' behavior:

  • Content viewed in the past 14 days, not added to cart in the past 7 days
  • Item added to cart in the last 7 days, but purchase not completed

The retention days depend on the traffic sent to the website. The split above will help you to have a better vision on the performance of each audience.

Bidding

Splitting the audience allows you to control the bidding type. We recommend to choose the bidding type according to the audience targeted

  • For the View content audience we advise to use the Bidding/Click model as clicks are a good way to drive qualitative traffic.
  • For the Add to cart audience we advise to use the Bidding/Impression model to show products that the user has already chosen and invite them to finalize the purchase.

Creative elements

In order to be able to capture the attention of the users and drive qualitative traffic to your website, you need to have coherent creative elements. Even if the creative elements are chosen according to the user’s behavior, you still have the option to choose the ad format.

We suggest that you choose the format according to the audience you are targeting:

  • The carousel format to show more products to the audience who have viewed a product on your website
  • The PPLA (image) format with people who have added the product to their basket.

 

 

 

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