What would happen if you were to sync your online product catalog with your Facebook ads? Chances are you would add a little BOOM to your next web based project management plan. That is what Facebook is betting on, at least. In February, the social media giant announced a new marketing asset for businesses that they call Dynamic Product Ads.
What are Dynamic Facebook Product Ads?
Companies with large product catalogs face a challenge when it comes to social media. You worked hard to put a workable marketing plan in place for Facebook, but how effective could it really be when you promote one product at a time? You could generate targeted ads for a bunch of different products, but that’s a job-costing nightmare.
The Dynamic Product Ad model from Facebook is like having a placeholder on targeted news feeds. You upload your product catalog, part or in full, to the placeholder and Facebook serves them up. To add a little more bang to your marketing buck, each ad shows up to three products at a time like an online, social media, tri-fold brochure.
If you are a Facebook user, chances are you have seen these ads in action. Facebook ran a pilot program using Shutterfly and Target as guinea pigs. Both companies are reporting a 20 percent increase in click-through rates. BOOM!
The Benefits of Dynamic Ads
The goal here is to show the right product to the right person until they just can’t help themselves anymore. The new dynamic ad model has:
- Scale –You can promote all your products at once, but in a targeted fashion and without configuring each separate ad.
- Continuous runs – Dynamic ads are a lot like your mother-in-law, always going on about something. You only have to set it up once, though.
- Cross-device – This is what sets this tool apart from Facebook Exchange, which also offers dynamic ads. The new Dynamic Product Ads work on both mobile and desktop.
How to Get Your BOOM Going
If you want to take advantage of these dynamic ads, you need a Business Manager account, first and foremost. You can access the program through their Power Editor or with Facebook Managing Partners via API. From there, just follow the road signs.
- Upload your catalog – Consider creating a partial catalog to get the most out of the model. Not all products have a positive retargeting conversion rate. Scaffolding, for example, will have very little impact even when you target a specific audience.
- Set up Your Pixel – If you have no idea what that means, it’s okay. Facebook has an app to walk you through it.
- Create an ad template – This gives you more control over the ad design and operation.
- Release the Kraken – Run the program and see how it pays off.
Don’t be afraid to get creative with these ads. They are called dynamic for a reason. Even though they are targeted to a captive social media audience, they still need enough BOOM to grab someone’s attention.
Writer Bio: Darla F is a full-time freelance writer who specializes in helping agencies meet their goals by developing creative and engaging content.
