Last updated Apr 29th, 2021
Customers love shopping online, especially now that everyone has embraced the new normal. DTC brands are itching to get new products out the door, as much as they are eager to retain a majority of existing customers. Reaching potential buyers on paid social is crucial. Standard methods of product promotion simply fail to impress. In fact, shoppers find relevant promotions to be a valuable form of personalization. Recent stats show that 71% of apparel shoppers say personalization increases their likelihood of purchase (source: Facebook Marketing Partners).
Customer acquisition and customer retention are in decline for many brands. To solve this challenge, businesses rely on Facebook dynamic product ads. Another goal is to deal with the chief pain points of performance marketing, such as: high frequency, increased Facebook CPAs, ad fatigue, losing audience interest (i.e. low engagement).
Using owned data you quickly gain a 30x ROAS increase on retargeting. To achieve such results with existing Facebook dynamic product ads, all you need to do is implement the following Facebook dynamic ads best practices:
1. Customize Creative for Performance
2. Convert Abandoned Carts into Purchases
3. Use Different Designs for Different User Intent
4. Retarget for Better Retention
5. Make Use of Dynamic Messaging
6. Speed Up and Improve A/B Testing
7. Stay On-brand and Remove That White Background
8. Create a Customized Feed for Clearance Sales
9. Eliminate Worst Sellers
10. Ad Strikethrough Prices for Discount Products
11. Include More Product Images in a Single Ad
12. Employ Countdown Ads
Facebook Dynamic Ads do Work, But Watch Your Step
At first glance, Facebook dynamic ads might seem tricky. Mind you, they have proven performance, especially in terms of bottom-of-the-funnel prospecting and retargeting. Traditionally, this can refer to, say, people who viewed a product but for some reason didn’t make the purchase. From here on in, it’s a question of utilizing Facebook dynamic product ads the right way in order to increase ROAS. If you want to discover more, head over to our comprehensive guide on how to take advantage of Facebook dynamic ads.
In addition, any Facebook pixel data that’s gathered should help you determine the structure of future campaigns. It is also crucial to follow industry trends, because there might be additional roadblocks or challenges further down the road. For instance, brands are still worried about how Apple’s iOS 14 privacy update is going to affect Facebook tracking.
Facebook Dynamic Ads Best Practices
Facebook dynamic ads may help you avoid ad fatigue, high CPAs and, more importantly, improve ROAS. These obstacles won’t be removed unless you stick to certain best practices. Through a more personalized approach, using the Facebook dynamic product ads you easily get better results. This widens creative optimization possibilities, and makes them less restricted.
Check out these best practices below to increase sales and improve your brand narrative on paid social, as you communicate with your target audience:
1. Customize Creatives for Better Performance
To customize Facebook dynamic ads, means to enhance performance of each campaign. Utilizing diverse templates, you can add a unique flair to the overarching narrative of your campaign.
Not only that, customizing creative templates unlocks more options for each product in your catalog. Customers get a clearer message, and your ads will stand out and make an impact.
2. Convert Abandoned Carts into Purchases
Tracking failed purchases is another crucial element in your campaign metrics. Keeping an eye on specific events such as abandoned carts can make all the difference for future coals.
Convert those abandoned carts. Grab the user's attention, with lower cost per sale
Shift focus on abandoned carts for the next retargeting campaign. As a result, users are targeted based on the add to cart event, while a discount is offered on checkout.
3. Use Different Designs for Different User Intent
Custom-design and appearance of every Facebook dynamic ad is an integral part of reaching customers.
Increase reach with specific, high-impact creatives and adapt to specific audiences.
Specific creatives relative to user intent and behavior are created to appeal to a certain type of customer.
4. Retarget for Better Retention
Seasonal campaigns can make all the difference, if they are optimized around intelligent retargeting goals. Within the apparel vertical, for example, brands can keep an eye on users who have purchased shoes or sneakers last year.
Use intelligent retargeting goals for your seasonal campaigns.
After, say, six months, these same users are retargeted with custom ads showing off the latest collection of footwear for the new season.
5. Make Use of Dynamic Messaging
So, how do you increase ad relevance and drive user engagement even more? The ability to rely on dynamic messaging in your campaigns, creates wider options for reaching different audiences. Well-thought-out messaging and clear-cut sets you on the right path toward loyal and satisfied customers.
6. Speed Up A/B Testing
You can try out different solutions to speed up your A/B testing. This kind of process dramatically reduces production time for each campaign, thus improving your A/B testing process. At this point, you can monitor the performance of different pricing positions on DPAs, alternate places for special offers, test a variety of backgrounds, colors and quickly decide on a winner.
7. Stay On-Brand and Remove That White Background
Yes, bland and colorless backgrounds send the wrong message; or worse, they get lost in an ocean of generic ads. To remove those annoying white backgrounds for all ads from your product catalog, just opt for a new and different background of your brand color or product color or import your own designs that align perfectly with your brand voice.
Eliminate white backgrounds, stay on-brand and send the right message to audiences.
Do this automatically, quickly and at scale. No designers, no additional manual work, or lengthy campaign planning.
8. Create a Customized Feed for Clearance Sales
Top performing ads and usually focused on top performing products, hence it’s a good move to create a customized feed to single out special offers. That way you can center the next campaign on clearance sales, where customers are able to grab the very last products that are still in stock. This is the perfect opportunity to come up with custom labels such as “last chance to buy” and so on.
9. Eliminate Worst Sellers
Take the time to create a proper strategy for campaigns specifically aimed at products that do not sell well. This is a particularly useful ad strategy. It allows you to remove all of your products that are in the worst selling category, automatically and with ease.
10. Persuade with Strikethrough for Discounted Products
There are options to appeal to users who are shopping for bargains and lower prices. Make your ads focus on products that recently had a price reduction.
Show the right price, via the right ad, and unlock higher conversion rate.
For that purpose, utilizing the strikethrough price, customers can immediately spot the original price, as well as the new, discounted price.
11. Include More Product Images in a Single Ad
The more product images you use in your Facebook campaigns the better. There’s only one problem. Creating campaigns with the standard Facebook DPA usually doesn’t allow you to reach the full potential of your advertising potential. For example, using multiple or additional images in the same feed is not possible with regular DPA campaigns on Facebook.
12. Employ Countdown Ads
Any leftovers or unsold products in your catalog? Well, quite a handy option in this instance is to make use of countdown ads.
Communicate urgency via special promotions, and easily increase your conversion rate.
They are an excellent way to attract customers with products almost completely sold out. In addition, they often grab the user’s attention very quickly, highlighting that are available for a limited amount of time.
Are Such DPAs Even Possible?
Moving away from traditional Facebook DPA, can effectively solve any troubles you have with active campaigns. Prepare and optimize brand-new campaigns around the dynamic creative, which is based on a powerful system of proven advertising methods on Facebook and Instagram.
Objectives? Well, to increase ROAS, save time and above all increase sales. By unlocking owned data directly from product feed, and by using the Facebook dynamic ads best practices listed above, you lay the groundwork for a future-proof strategy on paid social.
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