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Facebook Ads have been a strong component in the advertising industry where social media gives eCommerce platforms a boost in their reach to their customers. The segmentation within Facebook Ads has been very successful. Many businesses question if Facebook Ads have a good return on customer acquisition. Personalization and Dynamic Product Ads boost the effectiveness of your Ad campaigns, giving you the best yield in capturing your audience back to your online store.

Dynamic Product Ad defined

This type of Facebook Ad displays a single or a multitude of product Ads to customers that have already visited your online store, for them to return. It is displayed to profiled audiences that have shown via their behavior to be interested in the products that you are showing in the Ads. This is an important digital marketing strategy as it re-targets clients that could be returning customers, as well as loyal customers, with up to 70% of likelihood to convert. When using the Shopify Facebook Channel it will make this whole process a lot easier to operate.

Reasons to use Facebook Dynamic Ads

Facebook Dynamic Ads can target 3 key customer behaviors:

Viewed content - Once a prospective customer views a product on your store, the Facebook Dynamic Ad will use that product to re-enforce the view as an Ad in Facebook within their Facebook feed.
Add to cart - As part of the abandoned cart recovery process, if a client leaves without checking out, the products in the basket are used for the Facebook Dynamic Ad for that customer to be enticed to finish the conversion process.
Product purchase - Using related products, upsells, and new products introduced to the store are then used by Dynamic Facebook Ads to promote additional purchasing with your Shopify Store.

These are highly personal and brand-focused Ads presented to users that have at least visited your site and looked at products.

Setting up Facebook Dynamic Ads

Sync your Shopify product catalog to Facebook so that the Facebook Business Manager can receive the content to set up your Dynamic Facebook Ads. Login into your Facebook Business Manager Account, navigate to Product Catalogs under Assets, and add a New Product Catalog. Once created, set up your product feed which generates product listings automatically. The feed can be organized by category, region, or demographics to group the right products for the right audience. Create the product feed file in CSV, TSV, RSS, XML or ATOM XML format. In a Shopify Store, you can enable the setting up of the product feed using the Facebook Product Feed App from the Shopify App store.

Setting up your Meta Pixel

Adding your Meta Pixel gives Facebook a way to track your audience when it comes to viewing, adding-to-cart, or transacting a product. Go to your Facebook Business Manager, find Pixel under the Assets heading, and grab your Pixel (15-digit ID). Go to your Shopify store Admin, under Settings, then Store, and add your ID to the Facebook Pixel area.

Creating your Facebook Dynamic Ad

Go to your Facebook Business Manager, create a new campaign and select "Catalog Sales" under "Conversion" as your objective. Set up your targeting options, filter the products you'd like to feature, and configure upsell/cross-sell settings with appropriate keywords. Once your Ad is refined, launch your Dynamic Facebook Ad.

Conclusion

Facebook Dynamic Ads are a powerful tool to re-target your audience and make your initial Ads to acquire new customers more effectively. If you require assistance in setting this up with your Shopify Store, feel free to reach out to us at wish@thegenielab.com

Want Facebook Dynamic Ads set up and optimised properly on your Shopify store? TheGenieLab can build and manage your campaigns.

Get expert Facebook Ads management for Shopify →

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