Dynamic remarketing on Facebook

They say that only good stories count. It's true. And a story is better when it's tailored to your target audience. Have you tailored your Facebook story yet?

Are you confused that we're going to talk about community management and communication within it? Don't worry, this time we'll be talking exclusively about advertising. Strictly sales advertising, the kind where the only metric for success is ROI (return on investment).

A year ago, Facebook announced Product ads, an ad format that follows the principles of complete ad personalization. Personalization is performed based on the user's recorded behavior on the page and product data that we have in the online store. This way, the user can be shown exactly the products that they viewed, added to their cart or purchased, and therefore we want to show them complementary products.

Why use product ads on Facebook at all?

Advertising Customization. Customization is the key to a good story, and good stories work. In this case: they sell.
Simplifying advertising. By setting up "Facebook dynamic product adverts", as the official name of the advertising product is, we automate advertising. Once we have technically arranged the data transfer between the online store (product feed) and the advertising account on Facebook and correctly installed tracking phone number list codes on the website, it is very simple and requires very little adjustment, as the ads are automatically adapted to the individual user.
Exceptional efficiency: In our experience, the conversion rate is comparable to that of search engine traffic. We all know that it is one of the more efficient channels, right after owned media traffic. In one case, we recorded a ROAS (return on ad spent) higher than 1000%!
It is obvious that you need to activate this advertising product as soon as possible.

How? What do you need?

"Product feed", i.e. exporting a list of products that you have in your online store. This can be a bit more difficult, but once you prepare it properly and automate it, it's done. The product list should contain the product name, description, link to the image, price, etc., i.e. the basic characteristics of each product, which we will later use in the ad. An additional advantage of preparing a product list is that you can also use it on Google and thus activate dynamic remarketing there.
Tracking codes or "tracking pixels", distributed across the page. There are four codes. General, which is on all pages, product, which is on all product presentation pages, code for adding a product to the cart, and code for completing the purchase.
Scenario, who do you want to target and with what? Those who viewed a specific product but didn't buy it? Those who added the product to their cart? Those who added the product to their cart, bought it, and now we want to show them a related category of products? Whatever you want. The first two mentioned are the most basic and they work!
Text in the ad. The product image, name, description, and price are carried over from the aforementioned product listing, but you still need text above the image. How clear do you want to make it to users that you know what they were looking at and that’s exactly what you’re showing them? Will you communicate to users “Daily Picks for You… Check It Out!” or be more direct: “You looked, added to cart, but left without purchasing… Come back!”?
So we know why, and we know how or what we need. Then we ask ourselves, what can we even use Facebook dynamic product ads for?

Additional persuasion of the user to purchase. Either with a simple reminder, an additional discount or benefit. When the user has viewed the product or even added it to the cart.
Increasing the value of the cart, when we detect that someone has added products from a specific category to their cart but has not completed the purchase, we offer them related, complementary products or services along with a reminder regarding the cart.
Cross sell – because we know that the user has completed the purchase of a product from a certain category, we offer them a product from a related category
These are just the most basic methods, the actual combinations of including or excluding rules are enormous. And only your capabilities and desires are the limit.

The fact is that remarketing at the product or abandoned cart level works extremely well and ranks among the best online sales approaches. Whether it's via transactional email, Google AdWords with dynamic remarketing, or the recently introduced Facebook dynamic product ads. That's why we highly recommend: invest in preparing a product export list and setting up measurement codes, because Facebook dynamic ads really justify the investment and, in the local language, "sell the gate".

Finally, we'd like to hear your opinion. How will you be open with your ads? What tone of communication do you use or do you think is more appropriate? Open and direct, where you risk scaring the user by telling them everything you know about them, or more covert, where the product selection speaks for itself and the user creates their own story about how awesome and cool you are because you know exactly what they are interested in and what they have been looking at? So, direct communication or more covert, what will you choose? Let us know in the comments. Good luck!

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fresh mobile database