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How to Create Killer Retargeting Campaigns with Facebook Dynamic Product Ads (DPA)

Saguy Aizen
Search & Social Media Manager
 
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If you are the proud owner of an ecommerce site and haven’t implemented Facebook Dynamic Product Ads (DPA) yet, it’s time you started. Think about it: Your competitors are already targeting your shoppers. Now is not the time to fall behind. It’s the time to devise a killer Facebook retargeting strategy. And that’s where Facebook Dynamic Product Ads (DPA) come in.

What Are Facebook Dynamic Product Ads?                                          

Don’t know what DPA is? No problem, I’ll explain.

Dynamic Product Ads help you reengage users who have already shown interest in specific products on your website or mobile app.

Let’s take it one step back. Imagine that a potential customer just left an abandoned shopping cart on your site. They browsed your products, added them to the shopping cart, but didn’t purchase. Don’t lose hope. DPAs are here to the rescue!

The user has shown interest. They’ve shown intent. Good thing that user’s information is already in your system. Now all you need to do is use that information to create a retargeting ad that promotes the products the user didn’t, but secretly wished they had purchased. A few hours after a visitor left your site, you target them with a specific ad reminding them of the product that got away. The user sees it, remembers how much they want it, returns to their abandoned cart, and completes the purchase. And everyone’s happy. So what are you waiting for?

Here are 4 tips to help you make the most of your DPAs

#1 Widen the Purchase Funnel

In e-commerce, there are 2 critical stages in the funnel prior to the purchase itself that you need to master to improve your conversion rate:

 A. Add to Cart – This is the moment a customer shows their intent to purchase.
With this info, you’ll have uncovered 3 important pieces of the user-journey puzzle.

  1. What the customer is looking for
  2. What the customer likes
  3. How long it takes the customer to “Add to Cart”

Once you know this, you’ll be able to promote better, more relevant ads to your would-be customers. Keep in mind, your DPA at this point should advertise products the user has previously viewed in your product catalogue.

B. Cart Abandonment – Cart abandonment rate is the percentage of users that don’t complete their purchase after adding items to their carts. The DPA can help minimize this percentage.

Here is a common scenario: (1) A customer adds 3 items to his cart but doesn’t complete the purchase. (2) He goes to compare prices on a price comparison site and forgets to come back to your site. (3) He then logs in to his Facebook account.

This is the perfect time to show the customer a DPA ad, displaying products from his shopping cart with an extra incentive – a 10% off coupon code. Additionally, he can see “Likes” and “Comments” on the ad from other users, which will increase the brands’ credibility and improve the user’s chances to convert. If this doesn’t work, you can always create a Facebook Custom Audience based on the time from “visit” to “add to cart” and increase the discount as more time passes.

#2 Ad Level Dynamic Content

With an e-commerce site, you invest heavily in creating premium content for sites and apps, including articles and item descriptions. Use this content to promote products in your DPA.  Add the descriptions of your products as ad text. You can also apply multiple fields from your product catalogue as text placeholders in your ads and add enticing creative.

For example: Take all the products that cost less than $10 and create the following ad text “Only $XX!!” This will now automatically show the price to the user when they are served with your ads. You can do the same with the product description by placing a {description} placeholder.

#3 Budget Control at the Product Group Level

Create product groups and use them in different ad-sets to control how much you spend on each separately. This way you can better allocate your budget.

In other words, If you have a fashion e-commerce site and your footwear section is not delivering the sales you expected, you can allocate more budget towards the shoe product group than the other sections and invest more heavily on increasing shoe sales this month. Though the setup takes longer, it will pay off in the long run.

#4 Use the Data You’ve Already Acquired

The Custom Audience pixel is already gathering data for you, so make sure to use whatever you have to start your campaign. Create custom audiences from different segments of your site and target them with a more specific product catalogue. This way they won’t be distracted by products that aren’t relevant to them.

Try the Audience Creator to find new ways to microsegment users by different types of events or URL-based lists.  Finally, make sure to target general visitors and those users that “added to cart” separately.

These tips will help you kick-start your first campaign and see better ROI from Facebook advertising. Now it is time to start implementing these tips into your e-commerce advertising strategy. Let me know how it goes!

If you would like to learn how to take your social advertising to the next level, visit mtmy.io

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