It’s been firmly established that targeting users who have previously interacted with your website is likely to lead to higher conversion rates.
This increase in conversion rate can be enhanced when targeting users with specific content (i.e. products) they have seen on your website - dynamically, in other words - as opposed to broad category or page retargeting.
Dynamic remarketing allows you to do exactly this with just a single piece of creative; serve users an ad with a specific product that they have already viewed on the website.
Those of you already running dynamic remarketing through Google will know how effectively it re-engages users. And it removes many of the complexities of creating multiple sets of creative, and multiple audiences to remarket to users with different touchpoints.
Assuming dynamic remarketing has previously been set up to run on Google, transitioning this activity on to Facebook is an easy process. And we’ll talk you through it.
It is often assumed that because Facebook is a totally different platform from Google, setting up something like dynamic remarketing will be littered with complexities, particularly when creating another compatible feed. This isn’t the case.
If you have a Google Shopping compatible product feed, you have a Facebook compatible feed.
Creating a feed and overcoming any issues with exporting data from your ecommerce platform can often be the barrier to setting up dynamic remarketing initially. But if you have already achieved this with Google, you’re most of the way there with Facebook.
The only difference to be aware of with Facebook, is that the image links in your product feed need to be at least 600 x 600px, which is larger than the Google requirement.
Facebook has detailed all of their required product feed parameters which you can reference here…
Creating Your Dynamic Feed
Assuming you've already successfully got your Google Shopping campaigns up and running, using the same product feed, follow the steps below to setup your Facebook dynamic remarketing campaign.
Step 1 – Create a Catalog
Once logged into Facebook Business/Ads Manager, on the menu select Catalogs under the Assets column. Click on the Create catalog button. In this example, we will be an online clothing store. So choose E-commerce:
On the next screen, you will be asked to name your Catalog. Once named, you will have the option to add your products, by clicking on the Add Products button:
You will then be asked to upload your product catalog through one of two options: Upload Once, or Set a Schedule. Assuming that you have already setup a Google Shopping campaign with a linked product feed, choose the Set a Schedule option, and specify your feed URL and frequency of fetch.
If you manually upload your product feed with Google Shopping, then choose the Upload Once option, and upload your feed file.
Once you have filled out a few of the necessities (such as giving your feed a name, and selecting currency), click the Upload button at the bottom. Your feed will then start uploading and processing (which might take a few minutes). Any problems with your feed upload will be identified on the next page, with diagnosis on how to fix the issue.
Now your feed has been uploaded and processed, navigate to Catalogs > Data sources, and you will see your catalog listed, with the status and number of accepted/rejected products:
Step 2 – Setting up your pixel
Now you have a product catalog you need to setup the Facebook pixel on the website, which is similar to setting up the Google Dynamic Remarketing tag. The premise is the same: the standard tracking code, with some added parameters to identify products and user actions.
Facebook calls these events. Alongside the actual Facebook pixel, you will need to add the ViewContent event, and Purchase event. The easiest way to get this setup is through your web developer. Facebook have outlined the full process for setting up the pixel and related parameters here.
There is a very useful plugin called Facebook Pixel Helper, similar to Google’s Tag Inspector, which will allow you to analyse the implementation of the Facebook Pixel on the website on the website, as shown below:
The process of adding the pixel can often be simplified by using plugins for popular ecommerce platforms (Magento, Shopify, Wordpress, etc...)
Step 3 – Associate your Pixel with your Catalog
Once you have created your pixel, you will then need to associate it with the Catalog you just created. This is a quick and easy process which Facebook has clearly outlined here.
Step 4 – Create your Dynamic Remarketing campaign
Now your catalog is uploaded and your website is tagged up correctly, you can progress to actually creating your Dynamic Remarketing campaign.
Navigate to ads manager, and create a new campaign. Set your campaign objective to Catalog sales, and you will be asked to select your catalog from a drop down:
You can then click continue.
On the next page you will be able to configure your Ad Set options. You will be presented with the option to either define an audience, or use an existing pixel. We will want to use the pixel that we have already created, so choose the first option.
Below your pixel options, you will be able to select which users will be eligible to see an ad. The recommended standard option for the largest reach is the first option as selected – Viewed of Added to Cart But not Purchased. To refine your audience you could choose the Added to Cart But Not Purchased option below, but ideally we want to retarget users who have viewed products as well as added them to basket.
On top of this targeting, clicking on show advanced options on the page will allow you to specify further targeting on top of your audience, such as age, gender, location or interest. This is only recommended if you really want to narrow your audience.
Below this, you can then select your usual budgets, targets and other related ad set goals.
On the next screen, you will be able to configure your actual ads, which will display the individual products that users have viewed.
The recommended ad format for this is Carousel, which will scroll through a list of products the user has viewed.
Next to your image preview, you will see options to add/change/remove dynamic product attributes (as specified in your feed), if you want to change the information that’s displayed on the ad. Clicking the “+” next to each field will display the available attributes to add:
Once you have selected the desired attributes to show on your ad, simple click confirm at the bottom of the page, and your campaign has now been completed, and your ad will go into review. You can of course go back and repeat the process with different ad formats or variations to split test with your audience.
And that’s it! Your Facebook dynamic remarketing campaign is now set up and ready to go. If you have any questions about any of the processes described above, don't hesitate to get in touch today >>>