Take advantage of Facebook dynamic ads and reach new sales peaks in your online store
Today, website visitors are enticed to purchase primarily by good and interesting stories. Most prefer those with a mysterious beginning, unexpected twists, and a happy ending. Others like unfinished conclusions. Still, others want to know immediately how the story will end. What if you could tell a story tailored to each of these three groups of visitors individually?
Facebook with dynamic ads aims for complete personalization of ads according to the target user. Personalization is based on recorded user behavior in the online store and the products you have in the online store. Ads with products that the visitor has shown interest in are displayed to the visitor of the online store. Dynamic ads thus show products that can be added to the cart, left, or even purchased, and we want to show them complementary products.
Why should you take advantage of the power of dynamic ads on Facebook?
- Advertise tailored to the target user and on all devices. The ability to tell your story to the target customer on their smartphone or tablet is the key to higher conversion. Good stories are those that sell.
- Simplify and streamline advertising. By setting up Facebook dynamic ads, you automate your advertising. Once you set up data transfer between the online store (export the product catalog) and the advertising account on Facebook and correctly install tracking codes on the website, advertising is simple and rational, as ads automatically adapt to the individual user.
- With Facebook dynamic ads, your investment in advertising pays off in a very short time. According to the experiences of our clients, the conversion rate is comparable to that recorded by traffic obtained from search engines. Don't believe it? Check for yourself!
Therefore, we warmly recommend: invest your time and effort in preparing the export of your product catalog and setting up measurement codes (so-called Facebook Tracking Pixels), because Facebook dynamic advertising works!
How can you take advantage of Facebook dynamic ads to reach new sales peaks and what do you need for their proper functioning?
You need a "Product catalog", meaning an export of the list of products you have in the online store. This can be a slightly more challenging task, but once the catalog is correctly prepared and automated, everything else is quite simple. The product list must include the product name, description, image link, price, and similar, i.e., the basic characteristics of each product that you will later use in the ad. An additional advantage of preparing a product catalog is that you can simultaneously prepare it for use on Google AdWords (the catalogs are very similar!), activate dynamic remarketing there as well, and thus kill two birds with one stone. Instructions for preparing an appropriate product catalog can be found here.
Once you have successfully prepared the export of the product catalog, you need tracking codes or "tracking pixels" distributed across the site. There are four codes. A general one that is on all pages, a product one that is on all product presentation pages, a code for an added product to the cart, and a code for purchase completion.
When preparing Facebook dynamic ads, you need to know who you want to target with your dynamic ads and with what. Those who viewed a specific product but did not buy it? Those who added the product to the cart but did not complete the purchase? Those who added the product to the cart, bought it, and now you want to show them a related category of products? The first two mentioned situations are the most basic and proven to work!
Now you only need text in the ad. The image, name, description, and price of the product are transferred from the previously mentioned product list, but you still need text above the image. Decide how clearly you want to let users know that you know what they viewed in your online store and that you are showing them exactly that. Will you be more or less direct? We suggest communicating in line with your usual way of communicating with customers.
What can you use Facebook dynamic ads for?
- With Facebook dynamic ads, you can, for example, convince a visitor to your online store to complete their purchase. Either with a simple reminder, an additional discount, or a benefit.
- Increase the value of your average cart. For example, when a user adds products from a specific category to the cart but does not complete their purchase, you can offer them related, complementary products or services along with a cart reminder.
- Offer related items! When you know that a user has completed a purchase of a product from a certain category, you can, for example, offer them a product from a related category.
The combinations are, of course, numerous. The only limitation is your desires and your ability to write relevant sales stories. At Degriz, we agree that Facebook dynamic ads at the product or abandoned cart level work, which is why we currently rank them among the most effective online sales approaches. There are more possibilities, you can convince visitors to your online store to purchase through a follow-up email, use Google AdWords with dynamic remarketing, or use one of our online business extensions with sales automation and sales increase options. But that's a story for the next blog entry ;)...
P.S. Do you want to simplify your work and ensure the proper functioning of dynamic ads on social networks? Check out our modules for Facebook and Google AdWords in our online store and with our help quickly and easily prepare a product catalog for your advertising campaign.
