Before you start, you need to:
- Have a Facebook page,
- Have a Business Manager account for your company with an admin access,
- Create an ad account or being linked to an active ad account,
- Have a products catalogue of course!
- 1,39 billions active users per month
- 745 millions active mobile users per day
- 46% of members visit Facebook while shopping
- 6h45 per month: average time spend on Facebook
Facebook Dynamic Ads specificities
Cross-device : these ads are made for all devices. They'll be displayed either on desktop, mobiles or tablets.
These ads can be displayed on Facebook and Instagram mobile applications.
Targeting: Your ads targeting could be done automatically or manually. You can reach internet users who visited your website and/or applications thanks to retargeting. You can also target them according to their interests, affinity and/or location.
Products displau: You choose to display your products alone or in group and with different images for the same product.
They'll all appear in news feed or in insert on the right of the page.
Products display examplle
Multi-products display: On one ad, you can display 3 to 5 products, with their own image, description and redirection url.
1. Set up your Facebook Dynamic Ads catalogue
Add in your Lengow account the Facebook Dynamic Ads channel.
Then adapt values from your products catalogue to channels expectations.
1.1 Multi-country display
If you display your products in many countries, you'll have as many Facebook Dynamic Ads in Lengow as countries required to display your products. Each Facebook Dynamic Ads feed is functioning independently from others, nevertheless there are similarities, they require specific parameters.
1.2 Optimise your products catalogue
Manage your products catalogue by creating rules to match Facebook expected taxonomy or creatng filters based on each product performance.
You have to exclude from products you'll send to Facebook Dynamic Ads :
- Products that you don't want to display on this platform.
- Products from your catalog which don't match with products types expected by Facebook Dynamic Ads
- "Parent products" if your catalogue includes some.
1.4 Send your optimised catalog
Once Categories and Attributes Matching are both done, your catalog is ready to be send to Facebook.
Get the URL Lengow is providing you at the catalog launching step then add it in your Facebook account.
To send products to Facebook, you first have to have a Facebook Business Manager account.
2. Facebook Dynamic Ads Attributes
To quickly gain in efficiency and performance, the initial quality of your data is important.
2.1 Mandatory attributes
Your feed should include all nine following attributes which are common to all types of products.
- ‘Id’ [id]
A unique string of letters and numbers to individually identify each item.
- ‘GTIN’ (Global Trade Item Numbers), ‘MPN’ (Manufacturer Part Numbers) or ‘Brand’ (Manufacturer Brand Name)
Facebook and the majority of marketplaces ask for specific codes for the creation of your products. There are several types to add to the structure of your product catalog:
- EAN: 13-digit barcode (highly recommended)
- MPN: manufacturer / supplier ID
- ISBN: bar code for books
- UPC: universal product code
- GTIN: international article code
- ‘Availability’ [availability]
This data is essential for Facebook to not display products that you no longer have in stock.
- ‘Condition’ [condition]
Data needed to indicate your product status.
If your product is new, the brand and the GTIN are mandatory.
- ‘Title’ [title]
Indicate the title of your product. It can contain an assembly of fields (name, size, color)
Do not include capital letters, exclamation marks, HTML
- ‘Description’ [description]
Only the first 30 characters of your description will be published. The remaining characters are used by the Facebook algorithm to determine the relevance of your product.
- ‘Image link’ [image link]
Accepted formats: GIF, JPEG, PNG, BMP and TIFF.
For the Carrousel format, the recommended image size is 600 x 600 pixels; for a single product, the size must be 1200 x 628 pixels.
It is best if your image doesn't contain more than 20% of text.
- ‘URL link’ [URL link]
This is the URL to your online store that should lead directly to your landing page.
- ‘Price’ [price]
Enter the currency according to the ISO 4217 standard, that is to say with a code of three letters (EUR) but no symbol (€).
The price shown in the feed must match the price displayed on your landing page.
2.2 Optional attributes
Among optional fields, to better qualify them, you may add:
- ‘Additional image link’ [additional_image_link]
- ‘Colour’ [color]
- ‘Material’ [material]
- ‘Sale price’ [sale_price]
- ‘Expiration date' of the ad [expiration_date]
- ‘Product categorie’ from your website [product_type]
- ‘Gender’ [gender]
To know more about Facebook attributes, read Facebook help.
3. Integrate your catalog in Facebook
The creation of your dynamic advertising will be done in 3 steps:
- The upload of your products catalog in Business Manager.
- Installing or modifying your Facebook pixel *.
- The configuration of your advertising model (bidding, targeting, ...) in Power Editor.
The Facebook pixel is an HTML code used to track visitors behaviour in a site or an application. It combines the personalized audience pixel and conversion tracking pixel for conversion tracking, optimization and retargeting.
3.1 Upload your catalog
Your catalog is ready, upload it in your Facebook Business Manager account, either maanually with a .csv file for example, or automatically with an URL.
Go to ‘Products catalogs’ tab > ‘Add a products feed’.
Then set up the following page:
3.1.1 Uploading types
Opt for 'Scheduled recurring uploads'.
Facebook Business Manager: Catalog upload
3.1.2 Update frequency
Determine how often Facebook will pick up your products catalog from Lengow. We recommend you to choose'Daily'.
Add your 'Facebook Dynamic Ads' optimised feed URL with the TXT format; It is available in Lengow > Channels > your Facebook channel > 'Parameters' > bottom of the page.
For your products catalogue to be accepted by Facebook, you'll have taken care beforehand to match all the fields present in your catalog with those expected by Facebook.
3.1.4 Connection information
You have nothing to fill in this part.
3.2 View and validate your catalog
Now that your catalog is loaded in your Business Manager, you have a view of the feeds you have uploaded and for each of them the products added, updated or deleted.
Two types of notifications can be sent to you:
- Alerts that are recommendations to improve your ads,
- Errors that tell you that your feed has not been processed.
At this point, you can use the feeddebug tool to find out how to troubleshoot the formatting of your data feed. It can detect alerts and errors and ensure that your format is correct before sending it for good.
4. Improve your products display with custom labels
To improve your advertising strategy, Facebook strongly recommends using custom labels (up to 5 maximum), similar to Google Shopping Custom Labels.
They allow you to segment your catalog according to certain values relating to your products: margin rate, best sellers, discount percentage, product evaluation, vouchers, seasonality, inventory ...
Example: if you want to highlight your bestsellers for Christmas, place a special bid for these products for the holiday season.
Some use-cases for custom labels:
- You sell swimsuits and tights: create a 'season' label and, depending on the time of year, display only products that match the 'summer' season requirement, which are your swimsuits.
- For a flash operation, target a selection of products that have a discounted price. Group your products in destocking or the end of collection of your winter shoes for example to start a new season with a brand new collection.
- Bet on what's new: award a special bid to your new products to get them off the ground when they're launched.
‘Custom_label’ fields in Lengow
5. Our tips for getting started with Facebook Dynamic Ads
Having quality ads that convert starts with an organized, structured and optimized product catalog. Lengow facilitates the display of your Facebook Dynamic Ads thanks to our collaboration with Facebook allowing to integrate on our platform the various specifications required by Facebook.
5.1 Work on the quality of your ads
The title of your ad, the ad text and the visual are very important elements. Take time to write and make a difference.
Your title should not be too long. Be clear and concise.
Ask yourself the right questions !
- What is my ad objective?
- On what tone do I speak to my audience?
- Highlight product benefits
- Use key figures
For multi-product ads, make sure to follow these specifications:
- Images format: 600 * 600 pixels and no more than 20% of text
- Ad text: about 90 characters
- The link: About 25 characters
- Description of each product: about 30 characters
Just like your ad text, you must pay close attention to visuals presented.
- Visual must be of quality and respect Facebook standards
- Bet on bright colors, on contrasts
- Limit the use of text on your visuals (less than 20%)
- Opt for the carousel format to display your product
Facebook ads with video
If you create a video campaign, be aware that by default, the sound is muted.
Remember to insert subtitles. Embedding subtitles increases the playing time by 12%!
Tip: Don't use a logo or credits at the beginning of the video, otherwise you will get a low engagement rate.
5.2 Define your targeting
By segmenting your audience, you can manage your ads and products to suit the maturity of your prospects.
Make sure your audience is not too wide (unless you have an unlimited budget) by reducing your audience by demographics, age, or interests.
On the contrary, make sure you don't have a too small audience (target only people who don't know you or only your customers).
- Personalsed audience: Thanks to retargeting, target your ads according to the pages visited on your site and reach your own visitors
- Similar Audience: From your personalised audience, Facebook generates a similar audience based on the same criteria but reaching new Facebook members
- Registered Audience: Use the Facebook potential to build your brand awareness. Select different criteria such as location, language, age, gender, interests ...
Don't forget to exclude from your campaign users who have recently buy on your website.
You'll save budget and you'll avoid creating frustration if you offer a promotion they didn't receive.
Think about excluding some people from your audience (recent customers, ...)
5.3 Redirect to the right page
Imagine that you click on a product that catches your eye and you are redirected to another product or the home page. Frustrating right?
Make sure your URL redirect to the right product your are displaying. Also, If you display a special price, make sure this price is the same on your website.
Your link have to be shorter than 25 characters.
5.4 Placement of your Facebook Dynamic Ads
For better performances, display your ads both on desktop and mobile devices.
Separate bids according to your ads placing (on the right site of the screen or in the news feed) rather than according to the device.
5.5 Follow your results
The main advice we can give you is to test, test and test again! This is the best way to see what kind of ads, audiences, bidding types and optimizations work best for your products.
You'll be able to refine your targeting to obtain a better ROI. We invite you to create reports in Power Editor to review critical advertising metrics and discover how to achieve your business goals.
Keep an eye on your campaigns: every 2 or 3 days campaigns can be optimized by refining the targeted audience. Pair information with your audience tracking tools, such as Google Analytics.