Are you familiar with Facebook dynamic product ads?
Facebook dynamic product ads allow you to reach customers with relevant offers by automatically showing them ads for the products they’re interested in.
In this article I’ll share how to set up and best utilize Facebook Dynamic Product ads.
What Are Facebook Dynamic Product Ads?
Despite the recent buzz about Facebook dynamic product ads, there is surprisingly little detailed information available, largely due to their limited availability and the highly technical documentation provided by Facebook.
Plus, these ads are being regularly confused with Facebook’s multi-product ads, which may look similar but offer very different capabilities.
So before I get started, let me define what these ads are. With Facebook dynamic product ads, you can:
- Automatically generate ads based on your product catalog and an ad template you create
- Show specific product ads based on what users have viewed on your website
- Use lookalike audiences to find more people who may be interested in a specific product
It’s important to note that Facebook dynamic product ads are currently only available using the Facebook API, but they’re expected to be added to Power Editor soon.
Also, unlike other ad types, they require prep work such as uploading a product catalog before you can start creating ads.
Below are the steps for setting up your new Facebook dynamic product ads.
#1: Establish a Facebook Business Manager Account
If you’ve never set up a Facebook business manager account, it’s similar to an MCC account in Google AdWords. You have the ability to manage multiple accounts and control user access, making it helpful if you manage multiple businesses, pages and employees.
To set one up, visit business.facebook.com, and follow the steps provided on-screen. Once complete, you’ll see a screen like the one below.
#2: Create a Product Catalog
There are two ways to import your product feed into Facebook. You can either point to a dynamically generated feed file or you can upload a .csv file with your product data.
Since these dynamic product ads are new, your ecommerce platform probably doesn’t support a native feed file designed for Facebook yet, so we’ll focus on generating a .csv file you can upload.
When you create your .csv file, include the following fields to import it:
ID: A unique identifier with a maximum of 100 alphanumeric characters.
Availability: You must include one of the following preset values or you will generate an error:
- In stock (item will ship immediately)
- Out of stock (no plan to restock)
- Preorder (will be available in future)
- Available for order (ships in 1-2 weeks)
Condition: Another field that requires a preset value: new, refurbished or used.
Description: This can be a maximum of 5,000 characters.
Image_link: Images will be displayed at 1200 x 630 pixels and should maintain an aspect ratio of 1.91:1. The field has a maximum of 100 characters, so if you have a long link, use a shortened URL.
Link: A direct link to buy the product. Again, there is a maximum of 100 characters, so you may need to use a shortened URL.
Title: This is the product title. You can use up to 100 characters.
Price: The required format is as follows: 9.99 USD.
Gtin: This is the global trade number. The following formats are acceptable: UPC, EAN, JAN and ISBN. You can use a maximum of 70 characters.
Mpn: This is the manufacturer’s number. You can use a maximum of 70 characters.
Brand: This is the name of the product’s brand. You can use a maximum of 70 characters.
Facebook offers a ton of additional fields that are optional. You can view them under the Optional Field section on Facebook’s product catalog setup page.
Here’s an example of a completed Excel spreadsheet for a product catalog:
There are three mandatory pixel events: ViewContent, AddToCart and Purchase. These allow dynamic product ads to determine who viewed a specific product and also whether that person added it to their cart or ultimately purchased it.
Below is a side-by-side comparison of the standard custom audience pixel and the new ViewContent pixel. You will notice that they are almost identical with the exception of the highlighted area.
When you add the ViewContent pixel to a product page, you need to insert that product’s specific ID manually or via a tag from your ecommerce platform.
You must match the specific ID with the ID you uploaded in your catalog spreadsheetbecause it serves as the link between the products viewed on your website and the ones Facebook shows in ads.
There are two ways to add this pixel depending on how your shopping cart handles adding items to the cart.
Remember, you must dynamically add that specific product’s ID when they are fired in either scenario, so you may require developer assistance.
This pixel is important because it will prevent you from marketing a product if a customer has already purchased it. (Or you have the opportunity to market it to them again, if it’s something they may want to purchase again.)
Unlike the other pixels, you’re not just adding a single product ID but a list of IDs for all products purchased. Remember, just because a product is added to the cart doesn’t mean it will ultimately be purchased, so you may require the help of your developer to concatenate all of the product IDs into a list.
When you’ve completed this step, you should have the regular custom audience pixel throughout your website, but you’ll replace your existing custom audience pixels on your product and cart pages with the new modified pixels.
#4: Build Dynamic Ad Templates
This is where you customize the messaging for each product. Dynamic ad templates allow you to map data fields in your product catalog to specific places in the text of your Facebook ads.
Essentially, you are pulling data (such as product name and price) out of that catalog and adding it to the ad. It’s similar to how Merge Fields works in Microsoft Word and Excel.
There are three fields where you can do this: the message of your ad, the name (or title) of your ad or the description of your ad.