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How To Set-Up Dynamic Ads on Facebook?

If your objective is online conversion these ads should be your go-to FB ads. FB dynamic ads are essentially remarketing ads with dynamic creatives based on customer actions on your website or the products you intend to sell. These ads can be multi-product like carousel ads or can be a single image ad depending on the stage of the sales funnel at which your target customer is and the associated product. So, you do not have to worry about creating separate ads for each of your products. All your products can be promoted with a single campaign. 

How do Dynamic Ads work:

First off, place the Facebook pixel on your website. Facebook pixel is a piece of code that you add to your website to track customer actions on your website. You can find it under Tools in the Ad Manager. It is fairly easy to install the pixel yourself, but, you can also get a developer to place the pixel code on your website.

The pixel will track the following events whenever a user visits your website. 

  1. View Content – Customers viewing particular product pages on your website. 
  2. Add to Cart – The second step in an ideal customer journey will be to select a product and add it to the cart. This pixel tracks product or products added by a customer to the website shopping cart. 
  3. Purchase – Tracks customers completing a purchase successfully.

The pixel is a great way to not only push your prospects from one stage of the funnel to the next but also to show them only those products that they are interested in. Thus increasing chances of conversion.

You can target users who check out products on your website add them to cart but do not complete purchase, or target users who have made a purchase by showing them similar products or product combinations. 

You can use dynamic ads for awareness objective also. In this case, the ads will be shown to users who have not visited your website or checked your products. Once you have selected the audience for which you want to run these dynamic ads, Facebook will optimize the products to promote over time in tune with the audience response to the ads. 

Ad space and properties where Dynamic Ad appear

  1. Facebook
    • Feeds
    • Right column
    • Marketplace
  2. Instagram
    • Feed
    • Stories
  3. Audience Network
    • Native, banner and interstitial
  4. Messenger
    • Home

Ad Requirements

Two foremost requirements for dynamic ads include placing the Facebook Pixel on your website and a product catalog with product set. Once you have set up the Facebook pixel on your website, you can go ahead and create a product catalog. 

Setting-up the Product Catalog

Creating a product catalog lets you control what you show in your dynamic ads. While you can create a product catalog with the catalog manager it is more convenient to do so through the Business Manager account. Using the Business Manager, you can also give access to other people on your team. The product catalog should have product ID, name, description, landing page link, image URL, availability status, and more. 

 1. Go to Business Manager and select the Catalogs option under Assets

Facebook Business Manager- Setting-Up Dynamic Ads on Facebook?

2. Types of Product Catalogs

FB has the following different types of catalog options each customized for the respective product types. We will be setting up sample ads for an E-commerce business.

Selecting Business Category in Facebook Business Manager
  • If you use any of the following e-commerce platforms, you can simply select them and connect the online store to your FB account. This might take up to 24 hours. 
Integrating with e- commerce platforms in Facebook Business manager
  • Adding a customized catalog – With this option, you will need to upload and set-up the catalog on Facebook and upload products either manually or automatically with a data feed. Select the Upload Product Info and put in the page name and give the catalog a name. 
Adding products to your Catalogue in Facebook Business Manager: Setting Up Dynamic Ads On Facebook

3. Adding Products

Using Data Feed to Add products to your Catalogue in Facebook Business Manager: Setting Up Dynamic Ads On Facebook
  • The First Method : You can use is to add products manually by filling out a simple form with the required details for each product you intend to showcase in the catalog. This method is recommended if you intend to promote only a handful of products. 
  • The Second Method is where you upload a data feed with all the products you want to showcase or promote through the ads.

With this method, you can link an external file and set-up a scheduled time when Facebook will automatically detect and upload the file. With this method, you can simply update the source data file and the same will reflect in your Dynamic Ads feed. Eliminate any issues with out of stock products being shown or prices change not reflecting. You can simply create a file in Google sheets and share the link here. If your data file is on your server or has a password only access you will need to update the associated details as in the screenshot above. 

The other option in the data-feed upload is to create a data file in the prescribed format and upload it. You can download the sample CSV here and upload the requisite information. The image below shows a sample with the compulsory fields but there are a host of other info and details that you can use in your catalog. 

Formats that Facebook supports for the data feed files include – CSV, TSV, XML (RSS) and XML (ATOM). Facebook has sample files for each format that you can download. 

  • The Third Method is to place the Facebook pixel on your website and let Facebook show import products directly from there. Go for this option if you want the website updates for the products to reflect instantaneously. 

4. Creating A Product Set

The next and important step is to create a Product Set. Think of it as a set of filters to ensure that you have control over what products are shown, what information for each product is shown, and more. The filters you can use consist of the product information you have added while creating your catalog. This can range from price, brand category, availability to more detailed and complex filters. 

Creating A Product Set On Facebook Business Manager

As you can see in the image above, you can create product sets to ensure precise targeting based on audiences, ad groups, marketing objectives, price point and more. This improves performance by ensuring that you can control ads based on both audience segments as well as product segments. Do note that currently, you cannot edit an existing product set. If you need to re-configure any filters you will need to duplicate the existing product set, make necessary changes and then delete the original filter. 

Setting up your Dynamic Product Ad

  1. Go to Ad Manager and select the Catalogue Sales option under Conversion
  2. Under Catalogue Sales give your Campaign a name and select the catalog you want to promote from the drop-down
  3. Now select the products or product set you want to promote 
  4. Move on the audience section and select if you want to remarket or show the ad to prospects who have not yet visited your website. 
Audience Selection: Setting Up Dynamic Ads On Facebook

5. For Remarketing You Need to Select and Configure the Following:

Setting Up Dynamic Ads On Facebook

6) Creating Ad Template

Facebook gives several creative options for dynamic product ads that are easy to implement. Once you have completed the steps above – Set up FB pixels and creating a product catalog, you can start working on your template. This will ensure that you do not need to create individual ads for each of the products or product sets. 

Ad formats that are available for dynamic ads –

Single image

  • Image ratio: 1.91:1
  • Image Size: 500 X 500
  • pixels  carousel

Carousel

  • Maximum cards allowed for desktop – 5
  • Maximum cards allowed for mobile – 30
  • Image ratio – 1:1
  • Image size – 500 X 500 pixel or higher
  • For carousel format, you can select a static profile image either at the beginning or at the end of the images. 

Collection

  • Image ratio – 1.91:1
  • Image size – 1200 X 628 pixels.

Instagram stories

  • Image ratios: 9:16 and 16:9 to 4:5.
  • Facebook also recommends that you leave about 250 pixels from the top and bottom of the ad image free from any text and logos. As it might get covered with the CTA or the profile icon on Insta. 

7. Creative Customization

You can add category info, pricing, sales or offer prices and delivery info for the products in a product set. Most information will be auto-filled with data you have added to the product catalog which you can edit or continue with. 

Ad Creative: Setting Up Dynamic Ads On Facebook

To customize the template, go to Customize image option under Creative Tools in the Content Section. You can either select to add info from the catalog or add a frame. 

The info you can add includes the following:

  1. Price 
  2. Percentage off 
  3. Strikethrough price 
  4. Free Delivery
Ad Copy: Setting Up Dynamic Ads On Facebook

You can select the font, position, and color you want to use. 
The second and more customizable option is to upload frames. With this option, you can add themes, add additional delivery info or add your logo to the product images. From opacity to size, color to position, you can customize the frames and make your product images impactful. 

Ad Creative: Setting Up Dynamic Ads On Facebook

And your first set of DPAs or Dynamic Product Ads are ready. Take them to live and do not forget to check the performance regularly. 

Key Takeaways

  • Dynamic Product Ads are a great way to target prospects and customers who have already shown an interest in your products. Targeting this set of customers is bound to increase conversion rates. 
  • The key requirements to set up your first set of dynamic ads are
    • A product catalog + product sets. Ensure that the information you add in the catalog is updated and reviewed frequently. 
    • Event or conversion pixel implementation on your website 
    • Ensuring that your ad creative is optimized for mobile viewing and is not too cluttered or crowded. 

How to Set Up a Google Remarketing Campaign?

Google Remarketing or Retargeting refers to showing targeted ads to prospects who have visited your website. Let’s say a customer views a product on your website and then moves on to some other webpage. You can show him targeted ads for the products he checked on your website while he is browsing the web or watching YouTube videos nudging him to complete the purchase.

Google Remarketing Campaign have a  higher conversion rate as compared to normal display Ads as the prospects have already shown an interest in your products and services and are caught somewhere in the decision making cycle. Reaching out to them at this stage helps in keeping your brand on top of their minds propelling them to take action.

How Does Google Remarketing Work?

To get started with retargeting, you need to have a Google Ads account. If you don’t have one. Here’s how to create one.

  • Go to  www.ads.google.com
  • Sign in to your Google Account.
  • Select already experienced with Google advertising.
  • Select- Create an account without a Campaign.
  • Enter details and submit to set up your account.
Signing up on Google ads- Google Remarketing Campaign

If you are advertising on Google you may have an Ads account, then all you need to do is add a piece of Google remarketing code to your website. Once this code is added to your website, every prospect visiting your website gets added to your remarketing audiences through browser cookies.

Let’s say, you own an online store that sells rugs and carpets.  You might create a  remarketing audience based on people who checked out the pages listing handcrafted rugs. You can show these visitors highly targeted display ads for your hand-crafted rugs.

Google Ads Retargeting Options

  • Standard remarketing allows you to show ads to your past visitors as they browse websites and apps on the Google Display Network.
  • Dynamic remarketing allows you to show ads to past visitors that have viewed a specific product or service on your site.
  • Remarketing for mobile apps – If someone used your mobile app or mobile website, Google ads will let you show ads to them when they use other mobile apps or are browsing websites on their mobiles.
  • Remarketing lists for search ads allow you to target past visitors while they search on Google and Google’s Search partner sites.
  • Video Remarketing enables you to show ads to people who have interacted with your YouTube channel or other videos. You can show these ads on YouTube or through Display Network videos and websites.
  • Email list remarketing is also known as customer match. Google Ads allows you to upload an email list of your customers in order to show ads to them if they are signed in to Google Search, Gmail, or YouTube.
Before you set up your retargeting campaign, you need to install the retargeting code on your website and set up a retargeting audience. This can be done through
  1. Google Analytics
  2. within Google Ads.
Let us start by setting up the remarketing code through Google Analytics 

1. Set-Up Remarketing Codes within Google Analytics

If you have been using Google Analytics to monitor the traffic on your site, then you can use the same code for retargeting with slight modifications. If you are just starting out, here’s how to do it:

If you have a Google Analytics account, head over to Admin -> Property ->Property Info ->Tracking->Tracking Code.

Google Analytics- Set-Up Remarketing Codes within Google Analytics

a. Connecting Your Google Analytics Account to Your Google Ads Account.

  • Property Settings ->Product Linking ->Google ads linking
  • Select the relevant Google Ad account and Click Continue.
  • Complete Set-up and click on Link Accounts
Connecting Your Google Analytics Account to Your Google Ads Account.

b. Setting-up Retargeting Audiences In Google Analytics

Here’s how to set up remarketing audiences in Google Analytics:

  • Click on Admin -> Audience Definitions -> Audiences
  • When you enable remarketing by clicking on  “Next step”, Google Analytics automatically creates the first remarketing audience comprising of “All Users”.
  • Your first list of the remarketing audience is already created, now all you need to select the ad accounts with which you want to share this remarketing audience. Select the relevant Google Ads and Analytics account and click “Ok”.
Setting-up Retargeting Audiences In Google Analytics

Setting- up additional Remarketing Audiences:

You can also create additional remarketing lists within Google Analytics including people who visited specific pages on your website or prospects who signed up for a newsletter or a special offer that you may be running.
  • Go back to Admin -> Audience Definitions -> Audiences 
  • Click on the Red “+New Audience” button
  • Select the relevant option and give your audience a name and hit Next.
  • Again as the last step share this audience with your linked Ad account.
Setting- up additional Remarketing Audiences: 1
Setting- up additional Remarketing Audiences:

You can also click on “Create New” to access the audience builder.  You can use this option to create custom audiences based on demographics, devices, behavior, traffic source, and more.

Setting- up additional Remarketing Audiences- 3

Now, that you have set up your remarketing Audience list, you can set up your remarketing campaign in Google Ads. But, before that, we will show you how you can set up your remarketing code and audiences via Google Ads

2. Setting up Remarketing Tag in Google Ads

  • Click on the tool icon in the upper right-hand side of the AdWords interface -> then click on “Audience Manager”
  • Click on “Audience sources” on the left-hand side and select the AdWords tag
Setting up Remarketing Tag in Google Ads
Setting up Remarketing Tag in Google Ads- Google ads

When you are setting up your Google Ads tag, you can customize the data collected depending on your industry.

Google Remarketing Campaign- Remarketing Tags
  • Select the relevant options. Hit save and continue.
  • Copy the Google Ads tag and paste it between <head></head> tags of every page of your website.

Once you have installed the remarketing pixel on your website, it starts tagging all visitors to your website. You can now start creating your remarketing audiences. However, it may take a few days for the audience to populate if you have just installed the code on your website.

a. Creating Remarketing Audience in Google Ads

Google Ads enable you to create remarketing audience from the following sources:

  • Website Visitors
  • App Users
  • Email lists
  • Youtube Users
  • Custom Combinations

 Let us begin by creating a remarketing audience from past website visitors

  • Click on the tool icon in the upper right-hand side of the Google Ads interface -> then click on “Audience Manager”
  • Click on the large “+” sign and select “Website visitors”
Setting up remarketing Audience-Google Remarketing Campaign

Note: You don’t need to create an audience for “All visitors”. Google Ads will create this audience automatically.

  • Give your audience a name
  • Then specify the visitors you want to add to your remarketing audience by clicking on the drop-down menu adjacent to list members and selecting the relevant option.
Naming your Audience-Google Remarketing Campaign

Below is an example of an audience that would include all users that visited URLs containing /menu/ and /order_confirmation/.

Selecting an Audience-Google Remarketing Campaign

You can also create a remarketing audience of prospects who visited one page but did not visit another page. Say customers who checked out your menu but did not place an order.

Audience Types-Google Remarketing Campaign

The other parameter that you can control here is how long a customer remains on your list.

Audience Filters-Google Remarketing Campaign
a. Creating a  remarketing Audience from App Users
Creating a  remarketing Audience from App Users-Google Remarketing Campaign
b. Creating a  remarketing Audience from YouTube Users

To create a remarketing list of people who have interacted with your youtube channel, you have to connect your youtube account to Google Ads. If you haven’t done this before, GoogleAds will lead you through the setup when you click on this option.

Again you have a number of retargeting options to choose from. Select the one that meets your requirements and proceed.

Creating a  remarketing Audience from YouTube Users-Google Remarketing Campaign
5. Creating a  remarketing Audience from Customer match

You can create a remarketing list by uploading your own customer list. However, to use Customer Match, your account must meet certain criteria laid down by Google.

  • A good history of policy compliance.    
  • A good payment history.
  • At least 90 days of history in Google Ads.
  • More than USD 50,000 total lifetime spend. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.

Source: Google Ads

If you want to start using Customer Match and you meet the requirements above, you’ll need to contact your account manager to request access to Customer Match.

The process is pretty simple after that. Give your list a  name and upload the list of email addresses. Your list must have at least 1000 subscribers for this to work.

You can also create a remarketing audience by using custom combinations. We will cover that in another article.

The big question is whether you should be creating your audience in Google Ads or Google Analytics. Analytics offers a definite advantage as it enables you to create more targeted remarketing audiences such as audiences based on visit Duration, Browser, Country/Territory, City, and Goal Conversion. With Google Ads, on the other hand, you can only create audiences based on page visits.

Setting Up Your Google Remarketing Campaign

  • On the Google Ads interface, click on “Campaigns” and then click on the large blue “+” sign.
  • Select New Campaign
  • Then select the campaign goal 
Setting Up Your Google Re-Marketing Campaign

– Here we will show you how to set up a Display Ad keeping Website Traffic as our Goal.

Note: The parameters that you can control may vary with your chosen goal. So, the steps involved in creating a “website traffic” Ad may differ slightly from a campaign created with “Brand awareness and Reach” as a Goal.

  • Choose the Campaign type “Display Campaign”.
Setting Up Your Google Re-Marketing Campaign- Campaign types
  • Select a Campaign Subtype- We have selected “Standard Display Campaigns”
  • Click “Continue”.
Setting Up Your Google Re-Marketing Campaign- Campaign Subtypes
  • Name your Remarketing Campaign and select the locations and languages you want to target
Setting Up Your Google Re-Marketing Campaign- Language and location filters
  • Select Bid
  • Select “High-Quality Traffic” as your focus.
  • Choose to “Manually set bids”
Setting Up Your Google Re-Marketing Campaign- Bidding
  • Choose a daily budget for your remarketing campaign. It is best to start with a low budget and then increase it over time.
Setting Up Your Google Re-Marketing Campaign- Budget
  • Name your ad group
Setting Up Your Google Re-Marketing Campaign- Naming Your ad Group
  • Select Audience
  • In the audiences section, click on browse and select “How they have interacted with your business (Remarketing and similar audiences)”
  • Click on website visitors and select from the list of your remarketing audiences. In this case, we chose “All Users”. Once you have selected your audiences, click “Done”.
Setting Up Your Google Re-Marketing Campaign- Selecting an audience
  • Skip the targeting expansion section as this refers to by targeting people outside of your remarketing audience.
  • In  Ad group bid Choose a cost per click bid for your remarketing campaign. Usually, a bid between $0.50 – $1.00 is a great starting point.
  • Click on “New Ad” to create ads for your ad group. 
Setting Up Your Google Re-Marketing Campaign- audience
  • Add The Url of the page where you want to lead your customers.
  • Add an image and logo.
  • Keep your headline short and impressive.
  • Ensure that your description is crisp and concise.
  • Remember to check Preview before hitting publish.
Setting Up Your Google Re-Marketing Campaign- Creating Your ad

Click “Create Campaign” when you are done.

Website visitors who are retargeted with display ads are 70% more likely to convert. So, if you have not already you must include retargeting ads in your marketing arsenal.

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