Facebook Ads Are A Game Changer In E-Commerce

Facebook Ads Are A Game Changer In E-Commerce

Facebook Dynamic Ads are all about relevancy. They make it easy to target eCommerce customers and boost sales, so better start using them to your benefit. Dynamic Product Ads let you target people who visited your online store and viewed your products but haven’t completed the purchase. These warm audiences are one of the lowest-hanging fruits you can possibly imagine, and all you need to do is give them a little push that will make them convert.

1. Install Facebook Pixel: To get started with pixels, check out our handy guide here. Most major shopping carts can then automatically populate the pixel events. The main pixel events required for DPA are:

  • View Content: this fires when someone views a particular product page
  • Add To Cart: this is the next step down the funnel after viewing a product, when it’s added to the cart
  • Purchase: the final step in the checkout process

 

 

2. Create A Catalog And Segment: For general retargeting of people that have viewed a product, it’s useful to have a product set that contains all products. However, you also want to create sets of carefully curated products for broad targeting, up-sells and cross-sells as we’ll cover below.

 

 

3. Decide Audience: There are four main options to consider when selecting the audience

  • Broad audience:

These are Facebook users that haven’t viewed your products yet. Facebook optimises which products to display over time based on results.

  • View content or add to cart but not purchased:

As covered above in the pixel section, you can show relevant ads to prospects that have interacted with your shopping site but not yet purchased.

  • Up-sell:

Show a product set to users that have viewed a different product set. For instance, if someone views individual items for sale, retarget them with discounted bundles.

  • Cross-sell:

Maximise your customer lifetime value by showing relevant products to purchasers. As an example, if a customer buys a cellphone show them ads for a case, charger and screen protector that fits that model.

 

 

4. Create Ad: This is the easy part, as most of the information is populated from the product catalog. You can use “dynamic placeholders” in the ad text, this is where the brand or product name, item description or the price can be pulled in from the product catalog and shown in the ad.

 

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