Contenu connexe Plus de AllFacebook.de (20) Facebook Dynamic Ads for your Online Shop #AFBMC1. Facebook Dynamic Ads
for your Online Shop
Berlin, 30.09.2019
Rahul Agarwal
Head of Online Marketing
Trenkwalder Group
2. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 2
› SEO/ Business Development for
CupoNation (part of Rocket
Internet)
› Digital Strategy & Web Analytics
Consultant at Nunatak Group
› Head of Online Marketing at
Trenkwalder Group
Summary:
Over 7 years of experience in Paid
Social, Web Analytics and Performance
Marketing
Who am I?
3. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
Trenkwalder Group at Glance
applications
candidates
employees
local offices
years of experience
countries
partner
1.000.000
300.000
40.000
200
35
17
1
We are a leading HR service provider in Central & Eastern Europe with €800 Mio. turnover
4. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 4
› What are Facebook Dynamic Ads (DA) & what can you do with
them?
› What do you implement DA in-house?
› What are some use cases?
› Where is this all going? Outlook!
Questions I am going to answer today!
5. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 5
What & Why of Facebook Dynamic Ads?
6. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 6
What do Facebook Dynamic Ads look like?
Facebook Collection Ads/ Instant Experience Facebook Carousel
Your Product/
Service listings
Facebook
Product Catalog
Product Set 1 Product Set 2
7. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
What do you need to
get started with
Facebook Dynamic Ads
8. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 8
Facebook Product Catalog and Website events!
Tools needed:
(Install Chrome Plugin here)
Step 1. Set up a Product
Catalog
(via. XML/ CSV etc.)
Step 2: Build your audiences
(signals from website & mobile
apps via. Pixel)
Step 3: Create and deliver
Ads with your catalog
(via. catalog sales ads)
Product Set 1 Product Set 2
Facebook Product Catalog
9. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
1. Setting up a product
catalog
10. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 10
Choose a business catetogy for your catalog
Step 1
11. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 11
Choose between manual vs. ecommerce integration
Step 2
>
12. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 12
Create an XML feed or CSV file with required fields
Step 3
id
availability
brand
condition
title
description
Mandatory Fields Optional Fields
link
image_link
price
additional_image_link
color
expiration_date
age_group
sale_price
product_type
google_product_category
custom_label_0 (upto 5)
shipping
SKU (unique identifier)
‘in stock’, ‘out of stock’ ‘preorder’ or ‘available for order’
Brand/ manufacturer name
‘new’, ‘refurbished’ or ‘used
Product title or name (max. 100 characters)
Product description (max. 5000 characters)
Link to the product
Link to the image
Price of the product
13. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 13
Trenkwalder Germany XML Job Feed
Example
Branch Office
Job Location
Industry
Landscape image
for single image
ads
Square image for
carousels
Job Category
Tip: Use Facebook’s Product Feed Debug Tool to check your catalog
14. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 14
Upload the data feed manually/ automatically
Step 4
15. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 15
Example: Product Catalog & Product Set
Product sets based
on conditions
16. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 16
Example: Individual product from Catalog
17. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 17
Tip: Facebook Catalog can be used in many other ways
18. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
2. Setting up Pixel
(custom events)
via. Tag Manager
19. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 19
Three main custom events need to be set
Product Page
Add-to-Cart
Checkout
Product Search
Sale
› ViewContent
› AddToCart
› Purchase
› Search
› Initiate Checkout
FB Custom Events Scenario’s
Note: Running “Pageview“ is mandatory on all pages
20. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 20
Event: ViewContent
On product page
21. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 21
Event: AddToCart
on Add to cart button click
22. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 22
Event: Purchase
On transaction
23. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
Here is how the
Tag Manager
implementation looks
like
24. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 24
Use DataLayer.push() to send infomation to Facebook
via. Google Tag Manager
25. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 25
Create a new Data Layer Variable
via. Google Tag Manager
26. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 26
Save Data Layer values into the variables
Tag Manager Debug Mode
27. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 27
Send dynamic values to Facebook via. variables
ViewContent – Product Page
>
DataLayer Variables
Note: “Pageview“ tracking is installed on all pages by default
28. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 28
Send dynamic values to Facebook via. variables
AddToCart – Add to Cart Button Click
>
DataLayer Variables
29. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 29
Send dynamic values to Facebook via. variables
Purchase – On application/ sale/ transaction
>
DataLayer Variables
30. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 30
Tip: Use “Test Events“ tool to check the implementation
Location: Events Manager > Pixel > Data Source > Test Events
31. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
3. Setting up
Facebook Dynamic
Ads
32. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 32
Choose Catalog Sales as campaign objective
Campaign-level
33. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 33
Dynamic Ads can be used for retargeting & prospecting
Ad-set level
Up-selling and cross-selling capabilities
Broad-targeting for prospecting
34. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 34
Ad creatives & copy utilize data from the product feed
Ad-level: Carousel
35. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 35
Ad creatives & copy utilize data from the product feed
Ad-level: Collection (Instant Experience) ad
36. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
Outlook
37. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 37
Source: Marketingland (2019)
Facebook is testing in-app checkout
38. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 38
Source: Instagram (2019)
Instagram is testing organic shopping posts as ads
39. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 39
Summary
40. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 40
Important Links
Adding items to the catalog:
› Adding items via Data Feed: here
› Download sample (product) feed here: CSV | XML
› Adding catalog items via Facebook Pixel (advanced): here
Plugins to create Data Feed for your Facebook catalog:
› Flexify for Shopify,
› PixelYourSite Product Catalog für WooCommerce,
› Facebook Dynamic Ads for Shopware.
Important links:
› Troubleshooting Data Feeds: here
› Troubleshooting Event Data Sources: here
› Creating a shop from a catalog: here
41. © 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
Any
Questions?