facebook dynamic ads€¦ · facebook dynamic ads (da) is a revolutionary ad product. the format...
TRANSCRIPT
Like Comment Share
213
Sponsored •
Best Shoes Co.
1 Comment
UPDATED FOR 2019
FACEBOOKDYNAMIC ADS
TIP: Click the page numbers
to go straightto the chapter
REACH US AT makemereach.com 2/27GO TO INDEX p
P.31. INTRODUCTION
P.42. WHY FACEBOOK & INSTAGRAM?
P.73. WHAT ARE DYNAMIC ADS?P.9 THE FACEBOOK PIXELP.10 THE CATALOG SALES OBJECTIVE AND SETTING UP PRODUCT CATALOGS
P.134. DYNAMIC ADS USE CASESP.15 DYNAMIC ADS AUDIENCESP.15 A. RETARGETING WARM AUDIENCESP.18 B. REACHING A BROAD AUDIENCE
P.195. TARGETING VERTICALSP.20 TRAVELP.22 RETAILP.24 AUTOMOTIVEP.25 PROPERTY
P.266. FIVE TIPS FROM OUR DA EXPERTS
If you’re lookingto take your Facebook
Dynamic Ads knowledge to the next level,
you’ve come to right place!
3/27REACH US AT makemereach.com GO TO INDEX p
Facebook Dynamic Ads (DA) is a revolutionary ad product. The format allows advertisers to reach new customers and generate conversions from existing ones - faster, more efficiently and at a greater scale than ever before.
1 INTRODUCTION
This ebook will run you through:• Why you need to advertise on Facebook and Instagram.• What Facebook Dynamic Ads are.• Use Case #1: Retargeting.• Use Case #2: Broad Audiences.• Dynamic Ads for specific industries: from automotive, to
tourism, to property, to retail, Facebook has developed (or is developing) industry-specific dynamic ads solutions.
• 5 helpful tips from our DA experts.
2
2010 2011 2012 2013
1 MILLION
1BILLION
2014 2015 2016 2017 20180
200
100
Mill
ion
of M
onth
ly A
ctiv
e Us
ers
400
300
600
500
800
700
1 000
900
REACH US AT makemereach.com 4/27GO TO INDEX p
Why FACEBOOK &INSTAGRAM?
With over 2.2 billion monthly active users, whatever audience you want to reach probably has a presence on Facebook. To help advertisers fully leverage and engage this audience, Facebook has developed some strong advertising solutions for business in all kinds of industries. These tools and features help businesses like yours reach the right consumers at the right time.
Instagram’s user base has grown dramatically since the platform’s creation in 2010. With 1 billion monthly active users, Instagram offers a unique opportunity for marketers to reach their target audiences through advertising. The Stories format has become one of Instagram’s central pillars, and biggest successes, with over 500 million daily active users as of January 2019.
2.2B 58MNMONTHLY ACTIVE
USERSAVERAGE TIME
SPENT PER DAY ON FACEBOOK
2
80%OF USERS FOLLOW
AT LEASTONE BUSINESS
ACCOUNT
60%AGED BETWEEN
18-24
85%YOUNGERTHAN 45
75%LOCATED
OUTSIDE THE US
60%LOG INDAILY
96%US FASHION
BRANDS ARE ONINSTAGRAM
80%OF USERS FOLLOW
AT LEASTONE BUSINESS
ACCOUNT
1B 53MNMONTHLY ACTIVE
USERSAVERAGE TIME
SPENT PER DAY ON INSTAGRAM
REACH US AT makemereach.com 5/27GO TO INDEX p
And Instagram is a goldmine for businesses. In fact, consumers expect businesses to bepresent and have a voice on the platform - 80% of users follow at least one business account, the highest rate of any social network. But it doesn’t stop at engagement - one third of Instagram users report having purchased an item they first saw on the platform.
The exciting thing is, if you’re already running ads on Facebook, you could be fully leveraging Instagram in no time! Not only do you not require an Instagram for Business account to start running Instagram ads (you only need a Facebook Page), in one click you can also use mixed placement to run the same Facebook Dynamic Ads, for example, on Instagram too!
REACH US AT makemereach.com 6/27GO TO INDEX p
THE MORAL OF THE STORY
YOUR CUSTOMERS ARE ON FACEBOOKAND INSTAGRAM,
SO YOU NEED TO BE TOO!
PRODUCT CATALOG
FEED
Product set 1 Product set 2
3
REACH US AT makemereach.com 8/27GO TO INDEX p
D y n a m i c A d s o n F a c e b o o k a n d Instagram automatically promote your inventory to people who have expressed interest on your website, in your app or elsewhere on the Internet.In terms of form, they look exactly like other single image ads, carousel ads or
collection ads on Facebook and Instagram. However, instead of having to individually create an ad for each item or offer you are promoting, with Dynamic Ads you can create an ad template that automatically draws on images and details from your catalog.
A Product Catalog hosts one or several product feeds. A feed is simply a list of productsmatching the products available on your website or mobile app.
3
DOWNLOAD OURCOMPLETE GUIDE
GO TO INDEX p 9/27REACH US AT makemereach.com
The
FACEBOOK PIXELDynamic ads can’t do their job without the Facebook Pixel correctly installed on your website.
The pixel is a piece of code for your website which (once correctly installed), allows you tomeasure cross-device conversions, deliver your ads to people most likely to take action,generate Custom Audiences from website visitors and much more.
For more information download our expert guide to installing the Facebook Pixel .We also provide a Pixel installation service for clients. Don’t have the necessary technicalskills in-house to install the pixel properly? We can take care of it for you!
3
REACH US AT makemereach.com 10/27GO TO INDEX p
THE CATALOG SALES OBJECTIVE AND SETTING UP PRODUCT CATALOGS
CATALOG SALES OBJECTIVE
When you create a Facebook ad campaign, one of the first things you’ll be prompted to do is select your objective. Objectives help the Facebook algorithm to refine delivery and performance based on the goal you are trying to drive. These are available throughout the full funnel, to help you drive sales from awareness, through to consideration and conversion.
For e-commerce and retail advertisers that sell a variety of products and frequently update their product catalogs , the Catalog Sales objective is a must.
SETTING UP YOUR PRODUCT CATALOG
To make the most of Dynamic ads, it’s a must that you have your product catalog and feeds correctly set up, and that you keep them regularly updated. Setting up your product catalog will require you to match the various attributes of your products against the identifiers set up by Facebook, including product identifier, title, description, availability, and so on.
You can use Facebook’s Catalog Manager tool to set up your catalogs.
3
REACH US AT makemereach.com 11/27GO TO INDEX p
MAKEMEREACH + LENGOWHere at MakeMeReach, we’ve just made it even easier for our customers to fully leverage the power of Facebook Dynamic ads. Our partnership with Lengow ensures our clients can leverage a top-class feed management solution, together with our own advanced adtech platform.
With Lengow, you have the opportunity to automate and centralize your product feeds andautomatically distribute your catalogues across each channel and country you target. This will save you manual effort and ensure you’re working with an organised and well-structured product feed. By using a feed management platform like Lengow, you can guarantee that your feed will always be synchronised with Facebook.
Your feeds must contain nine attributes that all types of products have in common:
IDA unique chain of letters and digits that identifies each individual article. The maximum number of characters is 100.
GTIN (Global Trade Item Number)
MPNOR
BRAND
(Manufacturer Part Numbers) or(Manufacturer Brand Name): You must provide at least one of these three values.
INTERESTED IN FINDING OUT MORE? CONTACT US
3
REACH US AT makemereach.com 12/27GO TO INDEX p
AVAILABILITY
You’ll need to provide one of the accepted values for each of your articles - ‘in stock’, ‘out of stock’ ‘preorder’ or ‘available for order’. This data is very important, to avoid your Facebook Dynamic ads featuring products no longer in stock.
CONDITIONAccepted values include ‘new’, ‘refurbished’ or ‘used’. Note that if your product is new, the brand and GTIN fields are mandatory.
TITLEGive your product title. The maximum number of characters allowed is 100.
DESCRIPTION
While the maximum number of characters available here is 5000, only the first 30 characters of your description will be published. The other characters will be used by the Facebook algorithm to determine the relevance of your product.
IMAGE_LINK
Accepted formats: GIF, JPEG, PNG, BMP and TIFF. Make sure you check the ideal image sizes based on the ad formats you want to run on Facebook. For carousel ads for example, images with 600 x 600 pixels are recommended.
URL_LINKThe URL to your online store, which should lead a user directly to your landing page.
PRICE
You’ll need to specify currency using a three letter code (e.g. GBP) instead of symbols (e.g. £). Make sure the price indicated in the feed corresponds to the price shown on yourlanding page!
There are other, optional fields that you can add to your products to better qualify them, suchas: additional_image_link, color, material, sale_price, expiration_date, product_type,gender. Ensuring your feeds are as complete as possible will give you better chances ofsuccess with Facebook Dynamic ads.
4
REACH US AT makemereach.com 14/27GO TO INDEX p
BENEFITS
TAILORED TO INDIVIDUALS
The ‘dynamic’ part of the name means Dynamic Ads change based on continual analysis of the prospect’s data profile, showing the specific items they have viewed or ones relating to their interests.
UPDATE AUTOMATICALLY
Dynamic Ads automatically evolve as your knowledge of the customer does.
FOLLOW NON-LINEAR BUYING PATTERNS
Today, people can often start searching on one device, and complete a purchase on another. Facebook Dynamic Ads gather information from all touch points.
A.RETARGET PEOPLE
WHO HAVE TAKEN AN ACTION ON YOUR WEBSITE OR APP
B.OR USE BROAD AUDIENCE
TARGETING TO REACH PEOPLE WHO MAY NOT HAVE VISITED
YOUR WEBSITE OR APP BEFORE
WITH DYNAMIC ADS, YOU CAN:
4
ANDROID DESKTOP iOS
REACH US AT makemereach.com 15/27GO TO INDEX p
Dynamic Ads AUDIENCESA. RETARGETING WARM AUDIENCESRetargeting is digital advertising which specifically targets shoppers who have already visited your website. It’s a crucial element in your marketing and advertising strategy - these are people who have already engaged with your business and shown a level of intent to purchase in the past. They’ve effectively qualified themselves as a potential customer, and have left a ‘digital trail’ in their wake. Using this trail, and the clues they have already provided you about their preferences and interests, you’re now able to continue the sales ‘conversation’ with them rather than starting from scratch.
LEVERAGING BEHAVIORAL INFORMATIONDynamic Ads use behavioral information about users to determine which products should befeatured in the ads they receive in their feed. The format allows you to retarget people who have yet to convert, but who have entered your conversion funnel.
Added to that, Dynamic Ads are fully cross-platform, allowing advertisers to retarget their users across the board - from iOS and Android apps, to desktop and mobile web.
BUY
BUY
BUY
BUY
BUY
BUY
BUY
BUY
BUY
4
REACH US AT makemereach.com 16/27GO TO INDEX p
A shopper browses a number of products on your site, but leaves without making a purchase.
The same shopper later sees an ad in their Facebook News Feed, with one of the same products they had earlier looked at or another similar one.
A tracking pixel captures the shopper’s browsing data and let’s Facebook know which products were viewed and what other products should be recommended in retargeting.
HOW DOES DYNAMIC ADS RETARGETING WORK?
4
9,63%
7,38%
20-30 Y.O.
VISUAL #1
20-30 Y.O.
VISUAL #2
CPA : €35.543
VIEW CONTENT
CPA : €54.897
3,425CPA: €7.01
ADD TO CART
4,050CPA: €5.93
20,9%
22,1%
717CPA: €33.47
PURCHASE
894CPA: €26.85
9,29%
20-30 Y.O.
VISUAL #3CPA : €40.986
3,809CPA: €6.30
22,0%839
CPA: €28.61
REACH US AT makemereach.com 17/27GO TO INDEX p
At least three conversion funnel events must be fired by your site to create successful retargeting campaigns.
VIEW CONTENTInitiated when a visitor views a product page on your store, you’re then able to show them the s a m e p r o d u c t a g a i n to encourage them to take another look at the range.
ADD TO CARTIf a customer added a product to their cart on your website, but didn’t purchase i t , you can show them ads of those same product(s) to incite them to f inal ize the transaction.
PURCHASEOnce a customer has bought a product, you can show them ads with similar products or anything else that might be valuable to them based on previous purchases.
Dynamic ads can help you track user interactions with your products.
4
REACH US AT makemereach.com 18/27GO TO INDEX p
The brilliant thing is that Dynamic Ads aren’t limited to just retargeting! They can also present an opportunity to expand your audience beyond your website visitors. By choosing a broad audience with DA, you have the opportunity to find new customers in addition to your identified audience.
Instead of reaching an audience based only on users that have entered your conversion funnel by visit ing, browsing or even purchasing products on your website, you can choose to target a broad audience. This means not specifying a specific target audience or interest when creating your DA campaign.
This way, you leverage Facebook’s algorithm to find potential customers who have been browsing similar products to those in your catalog. That will allow your ads to reach people that Facebook identify as more likely to be interested in your products, as well as people who have already interacted with products in your catalog online.
If you aim to reach new audiences, target a broad audience instead of only the users who have browsed your product and visited your website. This could turn out to be a cost-saving and efficient solution.
B. REACHING A BROAD AUDIENCE
Combining both broad audiences and retargeting with Dynamic Ads ensures you have both prospecting and re-engagement covered!
5
REACH US AT makemereach.com 20/27GO TO INDEX p
Leveraging these additional attributes, travel businesses can bundle together similar travel offers into a product set, such as “Hotels for couples with 5 stars in Bali”. Facebook travel ads includes the subcategories Flight ads and Hotel ads.
Given the nature of travel, the feeds submitted for Travel ads (formerly called Dynamic Ads for Travel) include some different fields like location, type of accommodation and star ratings, for example (to replace attributes like size, color and material).
LEARN MORE ABOUT FACEBOOK TRAVEL ADS
Travel businesses have the unique challenge of managing products and services where priceschange frequently based on availability, promotions, packages and other factors. It’s aspecialized sector where Facebook decided to rework the regular structure of Dynamic Ads to provide a verticalized solution meeting the needs of travel businesses.
TRAVEL
António Catarino, Marketing & Communication | Digital Marketing
“Since we started working with MakeMeReach, our work has been much easier with constant help from the support team, who regularly provides us with new ideas and tips on how to improve the performance of our campaigns. The MakeMeReach dashboard and design are very user-friendly, making the platform the perfect tool to achieve effective advertising performance, quickly.”
In the Portuguese market, thanks to using dynamic ads compared to previous website conversion campaigns run earlier.
For trips from or to Brazil comparing May with June.
For a trip with a stopover in Portugal.
50%
x5
33%
LOWERCPA
SALES
LOWERCPA
5
REACH US AT makemereach.com 21/27GO TO INDEX p
TAP is the leading Portuguese airline. Its Lisbon hub is a key European gateway at the crossroads of Africa, North America and South America. TAP’s social advertising strategy has two main objectives: boost online sales of flights with a low load factor and promote Lisbon and Porto as stopovers for long haul flights to different world destinations. To answer both objectives, they needed to leverage an efficient retargeting format. Dynamic Ads for Travel (DAT) was that format.
After only one month, the results of the TAP Travel Ads campaign were very promising and showed the great value of this ad format developed specifically for the travel industry:
5
49%OF IN-STORE PURCHASES
ARE INFLUENCEDBY DIGITAL
INTERACTIONS
OVER HALFOF THOSE
TAKE PLACEON MOBILE
REACH US AT makemereach.com 22/27GO TO INDEX p
TRAVEL > Trip Consideration
Facebook is now able to offer a full-funnel solution for travel advertisers, with a productintroduced in 2018 - trip consideration. The solution helps expand the reach of travelaudiences and enables Facebook advertisers to deliver static ad creative to people withtravel intent. Advertisers can provide a specific creative to display, and Facebook willoptimize ad delivery to people who expressed interest in travel, but have not yet selecteda destination. > Learn more about trip consideration
RETAILDynamic Ads for retail continues to be tested by Facebook and is a beta product available to select advertisers.
Facebook reports that 49% of in-store purchases are influenced by digital interactions. And over half of those take place on mobile.
That presents a big opportunity for retailers, but for more traditional brick-and-mortar traders it can require a strategy pivot. For these established players, a change in strategy is required to reach people on mobile, showcasing products and ultimately selling more in-store.
Facebook Dynamic Ads for Retail aim to help retailers to do exactly that. Working in combination with the Store Traffic objective, Dynamic Ads for Retail enable retailers to drive in-store traffic with creative that is dynamically added from product catalogs. This is based on the user’s location and interest history.
5
REACH US AT makemereach.com 23/27GO TO INDEX p
The Store Traffic Objective is an extension of the Local Awareness objective and introduces store visits as the primary reporting metric and a new optimisation model.
Store traffic optimization helps advertisers reach people more likely to visit their shops, in order to decrease the reported cost-per-store visit. This objective also includes improved geo-targeting, allowing advertisers to define a targeting radius based on population density and desired reach. Dynamic ads for retail leverage the Store Traffic Objective to take advantage of this new optimisation model and more powerful geo-targeting features.
Interested in learning more about retail-specific ad formats across networks?Download our dedicated retail ads guide and learn:• How Facebook Store Traffic and the MakeMeReach ‘Franchise Feature’ can help
drive traffic to your stores.• How offline conversions on Facebook and Instagram help retailers measure the
real-world effects of their advertising spend.• What Google Shopping is and how it can help you reach
qualified prospects.• Recent new Snapchat features for retailers.• Niche audiences engaged on Twitter and why this network is
particularly interesting for retailers.• Other ad formats and targeting options across Facebook,
Instagram, Google, Twitter and Snapchat.
DOWNLOAD OUR COMPLETE GUIDE
STORE TRAFFIC OBJECTIVE
5
REACH US AT makemereach.com 24/27GO TO INDEX p
A July 2018 study commissioned by Facebook found that 63% of people discover new automobiles online, and 53% actually decide on new automobiles online. Given this trend, Facebook has developed a solution to help automobile advertisers tap into people’s search habits.
Recently rebranded as Automotive Inventory Ads, this form of Dynamic Ads created specifically for the automotive industry now has added retargeting capability. The enhancements now provide automotive advertisers with the ability to retarget visitors to automotive pages throughout the internet, and not just their own site.
AUTOMOTIVE
> Find out more about Automotive Inventory Ads
Our Automotive case studies:
Hyundai France & the MakeMeReach Franchise FeatureHyundai France collaborated with Socialyse and MakeMeReach to effectively reach people around their local dealers on Facebook during Open Days.
Facebook Lead ads drive results for ToyotaFor a few years now, Facebook Lead ads have been a star ad format for automotive advertisers. Our agency client Socialyse worked with Toyota to deliver some great results.
Kia Niro: an unusual animal in the auto kingdomLeveraging the Facebook Carousel ad format to sell a new ‘hybrid’ vehicle.
5
Mireia Seoane, Search & Online Marketing specialist Fotocasa
“MakeMeReach and its DPA campaigns has allowed Fotocasa to significantly optimize the downloads campaigns, offering us the lowest costs ever and maintaining high levels in terms of quality users. Powerful technology and customer service is the best combination to help the advertisers to get the best results. ”
REACH US AT makemereach.com 25/27GO TO INDEX p
With Dynamic Ads for property, advertisers can leverage cross-device intent signals to automatically promote relevant listings, with a unique creative each time.This variation takes a realtor’s home listings and converts them into ads that will appear in the Facebook and Instagram feeds of people who are actively looking for new homes. Each home listing that a realtor uploads includes an image of the property, as well as its address, price and availability. It can also include information like the number of bedrooms and bathrooms, property type, whether it’s for sale or for rent and whether it’s a new build.
PROPERTY
Fotocasa is one of Spain’s largest real estate companies. The company offers a market-place that specializes in buying, selling and renting second-hand housing, as well as newly built houses and vacation rentals. In Spain, Fotocasa has the largest real estate listings website.
3x
30%
LESS COST PER INTERACTION INSIDE THE APP WHILE USING DPA
LOWER CPITHAN OBJECTIVE
REDUCED TIME IN AD CREATIONWHILE USING DPA
6
REACH US AT makemereach.com 26/27GO TO INDEX p
5 TIPSfrom our DA experts
If you are running ads on Facebook today, Dynamic Ads are a must! DA will help you take your campaigns to the next level, from both an acquisition or retargeting standpoint.When running Dynamic Ads with Facebook, here are some tips on how to improve performance:
MANUEL ROYHead of Client
Services
FABIO CORTÈSKey Account
Manager
Don’t retarget users forever. The urge to buy diminishes over time, and if it’s been a while since a customer viewed an item there is probably a reason for that. Maybe they have bought elsewhere or are no longer interested. As a rule of thumb, we’d recommend retargeting a user for a maximum of 30 days after their initial visit.
Use the product level performance report on MakeMeReach, in order to adjust the set of products you’re advertising. This will allow you to exclude products which are dragging down your performance, or create campaigns only advertising your best sellers.
Before creating any campaigns, make sure that you have a strategy for the differentsteps of your funnel. Ensure you have a clear plan for driving prospects down the funnel to purchase.
If your website/app has a significant amount of traffic, try splitting the remarketing audiences depending on the last time the user fired the pixel event of interest. This will allow you to place a higher bid on the audiences who have recently seen the products and adapt the message for people who saw certain products a long time ago.
Don’t miss the chance to retarget the people who have already bought a product from your website/app. Dynamic Ads allow you to cross-sell your products - once a client has bought one of your products you can retarget this person with an additional product which complements the first one they bought.
1
2
3
4
5
Preferred partner for online ad campaigns management of +4000 companies worldwide since 2009
READYTO TAKE YOUR ONLINE ADSTO THE NEXT LEVEL ?
GET A DEMO