While Annex Cloud and our experienced Customer Success Team specialize in customer loyalty and advocate marketing solutions, we’re tapped into all facets of digital and omni-channel marketing. We chatted recently with Leanna Kelly, a Retail Content Marketing Specialist at CPC Strategy.
CPC Strategy implements performance growth for paid search, Google Shopping, Amazon sales, and other vital shopping channels. Given this background, Kelly is the perfect person to share some tips and tricks about Facebook Dynamic Ads for retailers!
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1. For those of us who might not be familiar, what are Facebook Dynamic Ads, and why are they beneficial?
Kelly describes Facebook Dynamic Ads for retailers as “a way to promote relevant items from your entire product catalog across any device.” They work off of a template and your product feed. From that feed, working in conjunction with the Facebook Pixel, the ads are “targeted towards people who’ve taken actions on your website.” In this way, they pick up very valuable potential customers.
Compared to ads that don’t get updated automatically based on your product feed, Facebook Dynamic Ads for retailers are a piece of cake. Kelly tells us that “once you set up dynamic ads, it’s pretty simple. You just need to check them regularly, but they basically run themselves.”
Other than reduced maintenance, Facebook Dynamic Ads for retailers are also more effective. In a CPC Strategy client study, they found that dynamic retargeting ads have a 250% higher return on ad spending (ROAS) compared to static retargeting ads.
2. So clients can get product descriptions, product IDs, PDP URLs, and so on automatically pulled into these ads? Do they have to set up multiple templates for these or is it just one?
All product information is “feed-driven” and automatically pulled in. Due to this, Kelly goes on, “It’s one standard template, but you can add other information in if you want and customize how the ad appears.”
3. With some of the basics out of the way, let’s talk about your advice. What are some of the best practices for Facebook Dynamic Ads for retailers that you find to be crucial?
Right off the bat, Kelly tells us that advertisers and their clients must thoroughly QA their Facebook Pixel. “Make sure it’s firing correctly on the relevant pages on your site. If you want it to track cart abandoners, it’d better be set up on your checkout page. If you want to track certain product page visits, make sure it’s set up on those.
Kelly’s second piece of advice concerns retailers’ product feeds. “When you’re pulling a product in from the feed, make sure to take a look at how it appears in terms of text, headline, and so on. You can customize the names of products so they don’t get cut off on mobile. Facebook is very mobile-driven, so it’s extra important to make sure you’re not just looking at how ads appear on desktop.
“Another huge potential problem for the product feed is image size. People can have really weird sizes for their product images and sometimes when they’re pulled in they won’t show up. Make sure that you optimize them before they’re pulled in.”
Lastly, she clarifies a common misunderstanding: “Some people have asked about the differences between Facebook’s Power Editor and its Ad Manager, and which one you should use to manage your ads. Basically, you use both–you create ads in Power Editor, and manage them in Ad Manager.”
4. Do you have any examples? Any stories of surprise issues that clients wouldn’t initially think about?
One word of warning that Kelly has is that “the implementation of the Facebook Pixel is always harder than you expect, especially if you don’t have an in-house developer.”
In terms of examples, she points to an athletic apparel client called Alp-n-Rock. The CPC Strategy team cleverly decided to use Facebook Dynamic Ads to target past purchasers for upsells and/or cross-sells. Combined with a few other best practices, their orders grew by 29% within 4 months.
Another story comes from a home goods client that CPC Strategy works with called Designer Living. Introducing Facebook Dynamic Ads to them–along with a slew of best practices–helped them target the right audiences and gave them another way to directly promote products. Within 6 months, their Facebook revenue grew by 574% and their Facebook ROAS increased by 220%.
5. Even though Facebook Dynamic Ads for retailers are constantly updated with any changes in a seller’s product feed, are there any additional steps they should take to make these ads engaging?
Kelly tells us that dynamic ads “are essentially evergreen. The way we do it, they’re constantly running. They’re engaging because they’re for people who’ve visited your site, have interacted with you, and are interested in your brand. Furthermore, the audience is constantly being refreshed by the Pixel.
“That said, when you add new product, make sure that they’re included in the feed and look great. Also, you can splice up the time frames for your audiences. Find the window that works for you, like people who visited in the past 3 days or week or so on.”
6. What are the best ways to measure success with Facebook Dynamic Ads for retailers?
Conversion–clicks through to the ads to purchases–is a crucial metric. Kelly says, though, that “the biggest thing is that your ROI should always be higher for dynamic ads than for anything else you’re doing on Facebook. If it’s not, you’re doing something wrong.”
7. What should retailers expect to see from Facebook Dynamic Ads? Do certain types of sellers generally do better than others?
Kelly notes that the results from Facebook Dynamic Ads for retailers will vary quite a bit depending on a company’s industry, size, budget, and goals.
That said, she clarifies, “A lot of people might not think that dynamic ads can work for their brand. Even if you don’t think your brand is clickable enough for Facebook, these ads are showing up to people who have already been to your site and have shown they’re interested in your business, so you have an advantage.”
CPC Strategy’s blog is a great place to learn more about the world of paid ads. If you’re interested in acquiring customers through organic means, you should look into how a proper sharing and referral program can increase orders by 38% in less than a year. Check out our Refer a Friend best practices guide to learn how to do it the right way!