Social commerce is growing in new and innovative ways. It integrates platforms and devices, and allows businesses to use apps and templates that help create advertisements that are well targeted. The more customized an advertisement the better the chance of a customer responding to it. Dynamic Product Ads are changing the face of online advertising and making it more accurate and relevant.
It is quite possible that when business managers talk of Dynamic Product Ads on Facebook you may confuse them with multi product ads. The latter is in many ways dynamic because it features several products in a carousel style ad. This adds movement to the advertisement and increases the interest that it elicits. However, Dynamic Product Ads are quite unique and different from them. When a business manager creates a dynamic product ad on Facebook it is designed to show customers relevant offers on the products that they are interested in. In other words, these ads present attractive offers on products that the customer has viewed and considers relevant, and is likely to buy.
Purpose of the Adverts
It is possible to create a Dynamic Product Ad automatically from a business’ product catalogue. The ad is created keeping in mind the products that the target audience viewed on the business website or catalogue. Therefore it doesn’t matter where a customer indicated interest in your products the dynamic product ads will ensure that they are kept informed and interested. Finally, the ad is also directed toward lookalike audiences who are likely to find the products of interest. The adverts are useful across all devices.
How to Create Dynamic Product Ads
Upload the Product Catalogue: In order to create these ads a business manager needs a Facebook Business Manager account. This will allow you to upload the product catalogue. It is also known as a product feed. This includes important details such as the product ID, name, description, price, condition, landing page and availability. Currently this feature can be used with Facebook API but it is expected that soon businesses will also be able to use it with the Power Editor.
Set up Custom Audience Pixel: Once the product catalogue is uploaded you will need to set up the Custom Audience Pixel next. This is what will help the app keep a track of what each customer viewed and hence may be interested in purchasing. The three pixel events are, ViewContent, AddToCart and Purchase. Hence the app will keep a track of the products seen, placed in the cart and finally purchased. The Facebook Pixel Helper can help you set up Custom Audience Pixel.
Create a Dynamic Template: When you create the dynamic template there are three sections that require your attention. And these include the name of the ad, the message and the description. You can create a template for a single product or can include several items in it. The business manager can add variables such as brand, name, description and cost. The template can focus on an offer on all products on a Facebook or online store or on a specific category.
Running the Dynamic Product Ad: Once the dynamic template is ready, every time a customer visits your website or online store they are eligible to view the dynamic product ads on Facebook. When they are logged into their Facebook accounts they will be able to view ads that are relevant to their interests and will feature products that caught their interest.
The Dynamic Product Advert Advantage
Businesses of all sizes can benefit from these adverts. People are likely to click on an ad that is on interest to them and in turn they are likely to complete the purchase. With the Dynamic Product Ads your business can customize the ads that are seen by different customers. Best of all you do not need to dedicate time and resources towards creating these ads or changing them.
This makes it easier for businesses to create advertisements that are likely to encourage customers to take action. They can benefit by showing lookalike audiences ads that would be relevant to them too. Once a purchase has been made the ad will not be seen by the customer, and hence does not bother them.
Another advantage of these adverts is that it uses specific details such as product availability and cost that ensures that when a customer clicks on the ad the product is available on the store. This eliminates any chance of disappointment and the ad is only for products that are in stock.