Facebook’s Dynamic Product Ads: A Powerful New Tool for Ecommerce Advertisers

Facebook’s new Dynamic Product Ads (DPA) represent a powerful way for online advertisers and e-retailers to tap into intent-driven shoppers, at scale. This new advertising solution allows retailers to upload product data feeds, referred to as product catalogs by Facebook®, in order to show one or 3-5 products that people visiting the retailer’s site have recently shown interests in, within a News Feed ad. As Facebook explains in their own blog post:

Product ads offer businesses a number of ways to highlight different products on Facebook. Marketers can upload their product catalog and create campaigns targeting certain products to specific audiences, or let Facebook automatically deliver the most relevant products to people.

Products can be shown in single- or multi-product ad units. Product ads can be customized for use throughout the customer journey, from discovery and awareness through to purchase.

With DPA, Facebook has enabled e-retailers and ecommerce advertisers to find more opportunities to generate online conversions. This new breed of ad unit is much more focused on making the shopper take action on products that they showed interests in. Shoppers browsing a retailer’s site will be picked up by the Facebook website custom audience pixel, allowing retailers to retarget those who have taken any of these three actions:

1. Viewed a product on the retailer’s website

2. Placed a product in their cart

3. Purchased a product

The pixel allows the retailer to show the shopper a specific product, or a selection of related products, with personalized messaging. And to keep the personalized messaging relevant and accurate, Dynamic Product Ads can automatically retrieve product feed on a schedule and can also show products that are only in stock and at the latest price.

Additionally, with people using Facebook across multiple devices, these ads can easily engage users from desktop to mobile to tablet. That means that even if the shopper viewed a product on their laptop screen, they may see a related ad – and complete a purchase – on their mobile device, at a later point in time.

For retailers who want to make the most of capture conversions across device, we have some good news: MediaMath’s Upcast Social is a Facebook Marketing Partner with ad technology designation.

Here’s the reason why that’s good news: while a typical campaign may be easy to set up with Facebook’s editing tools, dynamic product ads can get a bit more complicated. Retailers need to be comfortable modifying cookie settings and creating custom audience pixels. Uploading product feeds can also be complex, as the file formats need to match Facebook’s predetermined settings. If you’re dealing with thousands of SKUs, the room for error increases.

On top of that, setting up the ads and campaigns on Facebook’s Power Editor can be a manual process. To answer all of these challenges, Upcast has built a streamlined workflow that allows for seamless DPA campaign creation, bulk editing, filtering, and management of Facebook DPA campaigns. The result? Time saved for the advertiser or agency that needs to create multiple Facebook DPA line items – advertisers can automatically generate complex DPA campaigns within a single workflow. Additionally, the cross-device attribution offered by these ads will unlock a lot of doors for retailers. There’s a tremendous opportunity to not only convert, but to gain a wealth of shopper insights.

Interested in using Facebook Dynamic Ad Products via Upcast Social? Consider these tips when setting up your next campaign:

• Use a realistic retention time: If this time window is too small, your audiences might not be exposed to your advertising

• When starting off, keep your targeting broad to reach maximum visitors, and then tailor subsequent campaigns based on learnings

• We recommend bidding on a CPM basis for dynamic ad activity

The Upcast Social team can help streamline your campaign setup and optimize for the best possible results. Get started today with Dynamic Product Ads via Upcast. Contact MediaMath today to learn how we can elevate your Facebook ad campaigns to the next level, with Facebook’s Dynamic Product ads.