Dynamic Product Ads (DPA) were rolled out in early 2015 and quickly proved themselves as one of the strongest Facebook ad units for driving direct response goals. While these ad units aren’t new, setup still seems daunting to many clients and marketers. This post will outline 10 steps to get DPA set up as quickly as possible.
Is It Worth It?
DPAs require additional setup time because of the nature of product feeds and the need for a dynamic pixel. However, these additional steps are well worth it.
DPAs allow marketers to serve personalized, product-based ads based on actions users have recently taken on the site or app; the ads do not require a separate retargeting audience based on a feed list. For an ecommerce client, this has been especially helpful in driving conversions and increasing ROAS. In Q1, for one of our ecommerce clients, DPA ads were responsible for 75% of new purchase revenue, despite accounting for only 18% of spend.
How to Set Up DPAs
1. In Business Manager settings, confirm that you have admin access to the account/page. (Currently, only admins are able to view and edit a Facebook product catalogue.)
2. Set up or confirm that the Facebook pixel has been implemented on the client’s/your site with dynamic parameters. In Ads Manager, hover over the three lines in the top left corner and click on “Pixels”. In the “Pixels” tab, share the “Advanced” pixel option, which pulls in product-level details, with clients. This a key step in ensuring that users see the exact products that they interacted with previously on the site.
3. Create the product feed, listing the products/events/travel locations, etc., and their respective unique product ids. This feed should include the below requirements; an explanation of additional optional columns can be found here. Once the feed is uploaded, Facebook provides a quality score and highlights products that might be causing feed errors for QA.
- Product ID
- Image Link (images must be 600 x 600 pixels)
- Site Link
- Product Title
4. Once the feed is created, in the “Product Catalogue” section of Business Manager, create a new product catalogue – choosing both the name, type based on what products will be shown, and then which business account to connect the catalogue to.
5. Next, add your product feed. Here you will choose between scheduling single or recurring uploads. Product feeds must be in formats outlined here, and they will have to be updated manually if choosing single upload. The recurring upload option will allow you to set rules on when to automatically update the feed. A feed URL will have to be provided in order to tell Facebook where to pull the data from (feed hosting options: Facebook Product Feed app or a cloud storage site like Dropbox, Google Drive, ProductsUp, etc.).
6. Once the product catalogue and feed have been updated, you are prepared to create a DPA! In Power Editor, choose Product Catalog Sales as your objective (if you’re using DPA for mobile app installs, choose mobile app installs).
7. At the campaign level, assign the product feed. At the ad level, you will select the product set that you want to use. If no product sets were created, Facebook automatically creates an all product set when you upload your product feed.
8. DPA’s bread and butter are their retargeting options and the ability to choose the window of time that users are being reached in. Current options include product views, add to cart, cross-sell, and upsell. Along with this, broad demographic targeting can be done at this level, if goals are acquisition and not retargeting.
9. At the ad set level, choose the bidding type (oCPM is optimal in order to allow Facebook to find the users most likely to convert; however, CPC may need to be used in order to spend/serve impressions).
10. At the ad level, create an ad template that will pull in the product details outlined in your product feed. These categories will dynamically populate based on which products are shown.
- Dynamic details are available for both the headline and description, providing freedom in choosing a combination of product details and manually added text.
11. You’re ready; time to launch!