Is it time to stop simple Facebook ads?
A quick reminder of what they are dynamic ads.
In appearance they do not differ in any of the ads we know. The difference is that the advertiser, instead of making his ads one by one, makes a template which creates the ad by drawing data (images and information) from the site of the company for the items to be advertised.
1. Promote different directories
Many of the advertisers on Facebook “run” simple ads, see which and which products perform best. With the information at their disposal from the tests, they get a good advertisement and turn it into a high value (potentially) product catalog.
Suppose you sell cosmetics and in your tests you see that the photos that show women with a product that complements the skin tone, have a good performance. You can use this information as a basis on which to build an entire directory.
Instead of promoting one product at a time or running carousel ads featuring random products, you can group themes based on the aesthetics preferred by the consumer and increase the value of the orders.
Trials are a big part of Facebook ads, and while niche list setting is good for dynamic ads with high conversion rates, they may not be your only strategy. Especially if you have a business that consumers are not very familiar with, and you are in the early stages of campaigning, it would be good to try wider product categories.
If, for example, you have a clothing company, then you can make a product catalog for men and one for women. You can also have product catalogs for each different season or for different price categories or for different age groups.
Super tip: when testing, make sure you have enough budget to cover the 50 conversions per ad set, to give Facebook algorithm enough time to evaluate the performance and be able to work on optimizing the campaign. This will give you accurate and secure performance data.
How to choose the right image style for your catalog
Choosing the right image style for your catalog is the right challenge, which leads us, again, with mathematical precision to the tests.
It can be revealed that one product per image with a white background works best. But it can be revealed that a photo that shows how the product works works even better. The results depend on your audience, their age, the type of products you sell, etc.
To decide what works best for your business, set up a split test with different types of images and videos, keeping the rest creatively the same. Facebook will automatically optimize your ads so you can see which images (or videos) are most appealing to your audience.
2. Product details based on the context
Thanks to dynamic Facebook ads, users will see versions of your ads that they are more likely to interact with (based on their previous activity and interests).
When setting up dynamic ads, you can re-create assets such as brand name or price to reflect catalog product information, in the main text of the ads.
How is this done? When you are at the level of the ad, you will see a + button next to the text field. Clicking there shows the ability to incorporate dynamic information such as brand, description, retailer ID and price. This information will be extracted and displayed on each product displayed.
3. If you have an international creative, translate into the local language
If you have decided to advertise in more countries, then you should make adjustments regarding language and price (unless all the target countries are in euros so the price is out of the question).
Language, however, is an important parameter as it can not be taken for granted that an Italian will be able to read English or even worse London. But even if we consider that English is not a problem for anyone, a product cannot be priced in dollars when sold in Europe or pounds when sold in the US. This can lead the viewer to think that what he sees does not concern him.
So do it if you want to open new markets. How; From the Languages section to set up the campaign.
You can also upload a feeder file with local price, currency and size information by country.
Facebook allows the user to translate the content they see but it is definitely better and more professional to serve ads in their native language, so as not to get lost in the translation. An approach like this shows that you have thought about both your potential customer and the market in question, which gives you credibility and builds trust.
4. Improve static creatives with frames and price tags
It is common practice to include the price of the product not only in the description but also on the image. It catches the user’s attention as it scrolls, which in turn helps increase conversions. There is, however, a small problem. When working on many products, manually entering prices is definitely a hassle. With prices changing frequently due to promotions or discounts or promotions or increases or decreases, imagine having to make changes manually from ad to ad. You do not want to imagine it. Correctly. Neither do we!
This is why there is an easier approach. That of using frames and price tags, which turn static images into dynamic ones displaying useful information in real time. At the moment, Facebook in dynamic ads, allows you to include price and free pick-up when you have chosen one of the following as your advertising target: App Installs, Leads, and Catalog Sales. To incorporate the above changes, you must select Single Image or Video as a species. Then in the “creative tools” option, select “edit creative” and either select “add catalog info” or “add a frame”.
As in the example of the photo where the price tag appears in the ad. Facebook allows the following personalization options: shape, color, font, and position within the image.
If you want something more timeless or something seasonal you can upload your own frames, e.g. for Christmas.
5. Choose very carefully the first image of your artwork
If you use dynamic ads or carousel ads, then the first image is very important. She is the one who will judge whether the user will press the button or go below.
The default option lets Facebook automatically select the first image based on its algorithm. Another option is to choose the image (or video) and show what your brand represents, before showing your products.
In any case, a test of the above two proposals will show which one will work best for your business.
Dynamic Facebook ads are a valuable tool if you need to work on large-scale ads. Instead of one – one ad, you can create a campaign that links the products of an entire directory. Facebook will optimize the ads and bring better results, since the algorithm can “serve” these ads which will lead the user to action. With the right tactics like this, ads can increase conversions without you having to worry about creative parts. This in turn gives you more time to think about new things that will grow your business.
Source images: socialmediaexaminer, leadsbridge
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*The article has been translated based on the content of https://www.greekinternetmarketing.com/blog/proothisi-istoselidon/dynamikes-diafimiseis-facebook-5-tips-gia-perissoteres-poliseis by www.greekinternetmarketing.com
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