Facebook Dynamic Product Ads Setup & Strategy

How To Set Up & Promote Facebook’s
Dynamic Product Ads
Strategies For Retailers to Engage in Facebook’s New Marketing Program
Facebook Advertiser Course

www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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Q&A Following The Presentation
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Logistics Speakers
Rick Backus
CEO
CPC Strategy
Stephen Kerner
Senior Retail Search Manager
CPC Strategy

• Founded in 2007
• Over +300 active retail clients
• Top 50 fastest growing companies in San Diego
• Recognized as an Official Google Shopping Partner
• Exclusive focus on retail
Solutions
 Retail-focused Paid Search (PPC)
 Google Shopping Management
 Shopping Channel Management
 Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
CPCSTRATEGY.COM

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Ad campaigns live already?
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Retail Search Expert
Stephen Kerner
Senior Retail Search Manager
 Lead Senior Retail Search Manager
 In-House Social Media Expert
 Google AdWords Qualified Professional
 Google Analytics Qualified Professional
 5+ Years Experience In Social Media

Course Overview
What are Facebook Dynamic Product Ads?
How to Set Up Facebook Business Manager
How to Set Up & Link a Product Catalog to Business Manager
Installing the Facebook Conversion Pixel
Implementing a Custom Audience Pixel with a Dynamic Element
How to Create a Facebook Dynamic Product Advertisement
Best Practices for Facebook Targeting
Live Q&A

 Help businesses promote their entire product catalog across all consumer devices
 Provide elevated targeting capabilities based off of user-data
 Provide access to multiple image ad campaigns
What Are
Facebook Dynamic Product Ads?

Requirements to Set Up Facebook Business Manager:
 A personal Facebook account
 Ad account to move to Business Manager
 Facebook Page to move to Business Manager

Go to business.facebook.com
 Click Get Started
 Click Next
 Enter Business Name
 Select Primary Page > enter Work Email
 Click Create Business
* If retailer’s opt to have an agency manage their account – the set up process is a little different.
For more information on how to manage your Facebook advertising account email tara@cpcstrategy.com.

Next Steps
 Add & Assign People to the page
 Claim Ad Account
 Create Product Catalog
 Upload the feed

Adding A New Person To The Business Manager:

How To Add An Ad Account:

Enter Ad Account ID (Found by logging onto Facebook & selecting Ads Manager on left)
1
2
3

Assigning an Asset to Someone New:

 Go to Settings > Product Catalog > Add New Product
 Click Create New Catalog

Name The Product Catalog After Your Site:

Assigning the Product Catalog:

Creating and Scheduling a Feed:

 Feed specs
*Pro Tip:
You can use your
Google Shopping feed

 In the Ad Manager, select Conversion Tracking
 Select Create Pixel in the upper right corner

 Select the pixel you will be tracking
 Typically you will want to choose Checkouts
 Name the pixel something that reflects what it is tracking (ex: Shopping Conversions)
 Why? So you can track different types of conversions and tell them apart.

 Click Create Pixel to generate the code
*Tip:
For the conversion pixel - businesses should
update the value with the revenue variable for
their cart.

 Verify the pixel by going to the right side of the ad manager & selecting
Conversion Tracking.
 Here you can see if the pixel is working (if it says active).
 It is important to note it won’t say active until you get a conversion.

Implementing a Custom Audience Pixel with Dynamic Element
 Click Audiences on right side of Ads Manager
 Choose the type of audience you want to create on Facebook

Create the tag that will be placed on every page of the site that you want to collect traffic from.

Installing the Dynamic portion of the Custom Audience Pixel
Install the following codes within the <body> of their respective pages:
Product Pages:
window._fbq.push(['track', 'ViewContent', {
content_ids: ['<product_id>'],
content_type: 'product'
product_catalog_id: '<catalog_id>'
}]);
Sale Confirmation Page:
window._fbq.push(["track", "Purchase", {
content_ids: ['<product_id1>', '<product_id2>'],
}]);

Installing the Dynamic Portion of the Custom Audience Pixel Cont.
Install the following codes within the <body> of their respective pages:
Add-to-cart Page:
window._fbq.push(['track', 'AddToCart', {
content_ids: ['<product_id>'],
}]);
Add-to-cart Button:
<button onclick='window._fbq.push(["track", "AddToCart", { content_ids:
["<product_id>"], content_type: "product"}])'>Add to Cart</button>
Additional Resources:
FB DRM Pixel Integration/Set Up:
https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-audiences/v2.3#setuppixel

Identify Your Audiences & Set The Rules:

TIP:
To get more granular with your
targeting - include certain pages
BUT exclude others, especially
past purchasers.
Also, target people who have
viewed a page within a select
number of days- we have found
that 3 days is a good starting point,
but you will want to test it.
Once complete, you can see the
Audience under Audience Section
in Ads Manager.

Setting Up Dynamic Product Ads
Only available in Power Editor, which is only available in a Chrome browser.
 Create new campaign > Name it > Automatic > Product Catalog Sales

Create Ad Set > Name it:

Create Ad Template

Create Ad Template Cont.
✓ Select the page you are creating an ad for
✓ Select either Single or Multiple Image Ad Unit. TIP – With standard product images, the
multiple ad unit looks better.
✓ Type in the website you are advertising for (this should be the homepage)

 Select the text you want to display at the top of the ad.
 This is where you will want to relate to your audience.* Remember to create an ad copy that
your audience wants to see and read.
 You can put in your own text, or use fields from the feed such as Brand, Name, Price, Ect or
you can use a combination of both.

 The last part of the ad copy is where you will select the product information and set the CTA.
 The Headline is on top and the description is below; you can also choose different fields from the feed to
populate this section.

First you will select your product set. Your product set are
the products that will be shown in this ad group. For your
first Ad set, you should create an All Products group, and
then select the All Products ad set ( with no filters). This
will make sure you are covering your entire product
catalog.

Next,you might want to focus on your flagship products. If you are doing this, you will want
to create a new product set and filter the product set to contain only those products.

Different Ad Set Based on Targeting
 Product Viewers 3, 5, 10, 30
 Cart Abandoners 3, 5, 10, 30
 Past Purchasers 15, 30, 60
One thing to remember is to exclude past purchasers from the first two lists. This will ensure sure that
you are not serving ads to people who may have just purchased one of your products.

Start off with Product Sets targeting the audiences that Facebook automatically create, and test
different date ranges.
*Pro Tip: If you have audiences with different date ranges, don’t forget to exclude the shorter list
to avoid overlap. For example, if you are creating a 10 day product viewer, make sure you exclude
your 5 day product viewer audience if you have one.

Conclusion
1. First create Business Manager, Product Catalog, and send feed
2. Create your first DPA ( Dynamic Product Ad) Campaign
3. Create your ad set based on different date ranges of, Product Viewers, Cart Abandoners,
and Past Purchasers.
4. Create separate Ad Sets based on Flagship Products and don’t forget to only target those
products. Remember, you will only serve products in this product set .

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Questions for Stephen or Rick?
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Facebook Dynamic Product Ads Setup & Strategy

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