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Facebook Dynamic Ads for your Online Shop #AFBMC

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Veröffentlicht am

Vortrag von Rahul Agarwal auf der AllFacebook Marketing Conference 2019 in Berlin.

Details:
https://conference.allfacebook.de/session/facebook-dynamic-ads-for-your-online-shop/

Konferenz:
https://conference.allfacebook.de/

Veröffentlicht in: Soziale Medien
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Facebook Dynamic Ads for your Online Shop #AFBMC

  1. 1. Facebook Dynamic Ads for your Online Shop Berlin, 30.09.2019 Rahul Agarwal Head of Online Marketing Trenkwalder Group
  2. 2. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 2 › SEO/ Business Development for CupoNation (part of Rocket Internet) › Digital Strategy & Web Analytics Consultant at Nunatak Group › Head of Online Marketing at Trenkwalder Group Summary: Over 7 years of experience in Paid Social, Web Analytics and Performance Marketing Who am I?
  3. 3. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› Trenkwalder Group at Glance applications candidates employees local offices years of experience countries partner 1.000.000 300.000 40.000 200 35 17 1 We are a leading HR service provider in Central & Eastern Europe with €800 Mio. turnover
  4. 4. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 4 › What are Facebook Dynamic Ads (DA) & what can you do with them? › What do you implement DA in-house? › What are some use cases? › Where is this all going? Outlook! Questions I am going to answer today!
  5. 5. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 5 What & Why of Facebook Dynamic Ads?
  6. 6. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 6 What do Facebook Dynamic Ads look like? Facebook Collection Ads/ Instant Experience Facebook Carousel Your Product/ Service listings Facebook Product Catalog Product Set 1 Product Set 2
  7. 7. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› What do you need to get started with Facebook Dynamic Ads
  8. 8. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 8 Facebook Product Catalog and Website events! Tools needed: (Install Chrome Plugin here) Step 1. Set up a Product Catalog (via. XML/ CSV etc.) Step 2: Build your audiences (signals from website & mobile apps via. Pixel) Step 3: Create and deliver Ads with your catalog (via. catalog sales ads) Product Set 1 Product Set 2 Facebook Product Catalog
  9. 9. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› 1. Setting up a product catalog
  10. 10. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 10 Choose a business catetogy for your catalog Step 1
  11. 11. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 11 Choose between manual vs. ecommerce integration Step 2 >
  12. 12. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 12 Create an XML feed or CSV file with required fields Step 3 id availability brand condition title description Mandatory Fields Optional Fields link image_link price additional_image_link color expiration_date age_group sale_price product_type google_product_category custom_label_0 (upto 5) shipping SKU (unique identifier) ‘in stock’, ‘out of stock’ ‘preorder’ or ‘available for order’ Brand/ manufacturer name ‘new’, ‘refurbished’ or ‘used Product title or name (max. 100 characters) Product description (max. 5000 characters) Link to the product Link to the image Price of the product
  13. 13. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 13 Trenkwalder Germany XML Job Feed Example Branch Office Job Location Industry Landscape image for single image ads Square image for carousels Job Category Tip: Use Facebook’s Product Feed Debug Tool to check your catalog
  14. 14. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 14 Upload the data feed manually/ automatically Step 4
  15. 15. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 15 Example: Product Catalog & Product Set Product sets based on conditions
  16. 16. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 16 Example: Individual product from Catalog
  17. 17. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 17 Tip: Facebook Catalog can be used in many other ways
  18. 18. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› 2. Setting up Pixel (custom events) via. Tag Manager
  19. 19. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 19 Three main custom events need to be set Product Page Add-to-Cart Checkout Product Search Sale › ViewContent › AddToCart › Purchase › Search › Initiate Checkout FB Custom Events Scenario’s Note: Running “Pageview“ is mandatory on all pages
  20. 20. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 20 Event: ViewContent On product page
  21. 21. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 21 Event: AddToCart on Add to cart button click
  22. 22. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 22 Event: Purchase On transaction
  23. 23. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› Here is how the Tag Manager implementation looks like
  24. 24. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 24 Use DataLayer.push() to send infomation to Facebook via. Google Tag Manager
  25. 25. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 25 Create a new Data Layer Variable via. Google Tag Manager
  26. 26. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 26 Save Data Layer values into the variables Tag Manager Debug Mode
  27. 27. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 27 Send dynamic values to Facebook via. variables ViewContent – Product Page > DataLayer Variables Note: “Pageview“ tracking is installed on all pages by default
  28. 28. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 28 Send dynamic values to Facebook via. variables AddToCart – Add to Cart Button Click > DataLayer Variables
  29. 29. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 29 Send dynamic values to Facebook via. variables Purchase – On application/ sale/ transaction > DataLayer Variables
  30. 30. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 30 Tip: Use “Test Events“ tool to check the implementation Location: Events Manager > Pixel > Data Source > Test Events
  31. 31. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› 3. Setting up Facebook Dynamic Ads
  32. 32. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 32 Choose Catalog Sales as campaign objective Campaign-level
  33. 33. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 33 Dynamic Ads can be used for retargeting & prospecting Ad-set level Up-selling and cross-selling capabilities Broad-targeting for prospecting
  34. 34. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 34 Ad creatives & copy utilize data from the product feed Ad-level: Carousel
  35. 35. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 35 Ad creatives & copy utilize data from the product feed Ad-level: Collection (Instant Experience) ad
  36. 36. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› Outlook
  37. 37. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 37 Source: Marketingland (2019) Facebook is testing in-app checkout
  38. 38. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 38 Source: Instagram (2019) Instagram is testing organic shopping posts as ads
  39. 39. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 39 Summary
  40. 40. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 40 Important Links Adding items to the catalog: › Adding items via Data Feed: here › Download sample (product) feed here: CSV | XML › Adding catalog items via Facebook Pixel (advanced): here Plugins to create Data Feed for your Facebook catalog: › Flexify for Shopify, › PixelYourSite Product Catalog für WooCommerce, › Facebook Dynamic Ads for Shopware. Important links: › Troubleshooting Data Feeds: here › Troubleshooting Event Data Sources: here › Creating a shop from a catalog: here
  41. 41. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#› Any Questions?
  42. 42. Rahul Agarwal r.agarwal@trenkwalder.com M: +49 (0)1515 2626 540 group.trenkwalder.com www.linkedin.com/rahulagrwl19 Thank you for your attention.

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