You go to a merchant website and you consult several product sheets. You even end up adding an item you like to your cart and possibly buying it later. But, you’d rather wait a day or two to be sure before you complete your purchase. A few minutes later, you open the Facebook application and you come across this personalized advertisement that presents you with exactly the same products that you have viewed and added to the cart on the merchant site. In web marketing jargon, we say that this advertising is dynamic since it will be different for each user according to their behavior and preferences. The dynamic advertisements are the 5th and final tactic based on automation that Facebook recommends in its Power5. In my experience, dynamic ads deliver the best returns on ad investment when used well.
They can be applied in many sectors: e-commerce, real estate, travel, automotive, etc. The mechanism by which an advertiser manages to show you a personalized advertisement like the one I have shown you can be achieved thanks to Canada Email Address List these 2 tools: The Facebook pixel. Find out how to install it on your website in this my blog post. The Facebook catalog , a tool that brings together in Facebook the “products” that you have on your website (articles, hotel rooms, flights, travel destinations, real estate ads, vehicles) as well as their characteristics In practice, a Facebook catalog looks like this. There are many uses for the Facebook catalog. You can : Create a Facebook store and add products to it Tagging products on Instagram ( Instagram Shopping ) Launch dynamic ads It is this last use case that interests us.
A tool that brings together in Facebook
To install the Facebook catalog, all you need to do is go to Catalog Manager and click on the blue “Create Catalog” button. You should then see this window. The installation of the Facebook catalog is more or less complex if you have no (or little) technical skills. There are 4 main ways to set up a Facebook catalog: Add products using a form (this method seems new because I didn’t know about it) Add products using a data feed Add products using your Facebook pixel Connect directly to your e-commerce platform (if integration with Facebook exists) The 4th installation method is probably the most intuitive . For having already done so, it remains relatively simple and accessible on CMS like Shopify, Big Commerce or Wix. Each of these platforms has fairly comprehensive documentation to configure a product catalog in Facebook.
I let you consult them or get help if you feel that it is beyond you! Once you’ve created your catalog and synced your products, you can create ads that showcase the items in your catalog to users, whether or not they’ve visited your website (remarketing) or not (acquiring). The objective of the “catalog sales” campaign allows you to do so. After clicking on the “catalog sales” objective, you should see these two targeting options. Facebook gives you the choice between: The dynamic remarketing (targeting people who you already know and have interacted with products from your catalog, or outside of Facebook) The acquisition (targeting people who do not know you, but might be interested in your product catalog) Dynamic remarketing campaigns are by far the best ROI campaigns I’ve seen on Facebook. Well configured, these campaigns easily deliver 1000% ROIs and more …
Facebook catalog is more or less complex
If you don’t believe me, look at the numbers of these campaigns that have been running for months for one of my clients. For an investment of 577 €, we recovered 12,817 € according to figures from Facebook, i.e. a return on investment of 2219%. This is all possible because you are showing the user a highly personalized advertisement within the Facebook family of apps (needless to say, we turn on automatic placements!). Your dynamic advertising can take the form of a single image (simple product photo), a product carousel, or a collection. Facebook can even choose the format best suited to the preferences of each Facebook user thanks to the “dynamic formats and advertising content” option. For dynamic remarketing, I see the best results with the carousel format .