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02 / Creating your Facebook Dynamic Ads
02 / Creating your Facebook Dynamic Ads
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One campaign
You can opt to use product sets or a product ID. Product IDs represent individual articles, whereas product groups let you distinguish between products with itemisations (colour, material, size, etc.) ○○
When should you use product sets? Product sets
Ad which display products or product sets
○○ When you want your client to have access to different colours and models for a certain product. ○○ To avoid retargeting customers with a similar product to the one that you have just sold; a customer who has just bought a pair of blue shoes is not very likely to buy the same model again in the following weeks.
In your product set: ○○ Each campaign marks an objective (e.g. generating sales) ○○ Each product set specifies the objective, the target audience, the duration and of course the targeted products (e.g. objective = generate prospects, target = visitors to the site, budget = 10€/day, duration = one week). ○○ Each ad for a product or a product set is made up of the following: title, image, description and link.
○○ Each itemised product should have a product ID ○○ Each itemisation should have the same group identifier (item_group_id) ○○ The advert’s URL should lead to a landing page where the itemised product is highlighted
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THE STRUCTURE
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C / THE STRUCTURE OF YOUR CAMPAIGNS AND BIDS
To make sure that your entire catalogue is dealt with, we advise you to create a campaign grouping all of your products together. Refine your campaigns by selecting product and linked bids more precisely. By doing so, you will be able to bid on all adverts for products with strong margins and adverts based on your top categories. You should note that each product set has its own bid and one product can feature in several product sets.
THE BIDS Before configuring your bid, remember that the budget is the maximum amount you can spend on one campaign (daily budget or lifetime budget) whereas the bid is the maximum amount you are willing to spend on one advert. You can choose between an automatic bid or a manual bid depending on how you want to pay for your advert. ○○ Automatic bids allow Facebook to optimise your bids to help you reach your objective Example: generate as many conversions to your site at the best price ○○ Manual bids let you choose a maximum target bid Example: Fix a value that you attribute to one conversion; according to your conversion rate
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You then choose whether to pay by clicks (CPC) or by impressions (CPM). For CPC, or costs per click, you are charged when someone clicks on your advert and is thus redirected to your site. Use this model if your main objective is to get people to your online store. The minimum bid is $0.01 but this amount is normally insufficient and if you opt for this bid it is unlikely that your advert will be displayed. You should choose the CPM model, or cost per thousand impressions, if you are looking to increase brand awareness. You are invoiced the first time your advert is shown in someone’s News Feed (on a mobile or computer) or in the right-hand column. You will be charged depending on the number of clicks or impressions when your ads are live but the fee will never surpass your daily or entire budget. To help you decide how much money you should allocate to your ads, Facebook creates an estimated daily reach: in other words, the number of people who will see your adverts daily. The calculation is based on the performance of other adverts with a similar target audience and a similar budget.
Get Ahead with Facebook Dynamic Ads: your e-commerce guide