No ad objective on Facebook gives you more control and options than Dynamic Product Ads (DPA). With dozens of different levers to pull, a few tweaks here or there can skyrocket your sales, or deplete your marketing budget with no results to show.
In today’s article, I reveal 6 simple tips that will help you generate more sales using DPA ads.
1. Apply Rules And Constraints
If you have a large product catalog or run a lot of paid media to your website, without setting up rules and constraints, your ads will lack relevance to users and chew up your marketing budget.
As standard practice with DPA ads, create audiences around each product line or category set and apply exclusions so users are not seeing products they have little interest in.
At the very minimum you should have a custom audience for each category or brand of products in your catalog.
2. Delete Some Of Your Catalog
As much as 72.9% of online shoppers price compare before making a purchase:
(Source)
Check your Facebook conversion stats to see if there are particular items or categories that don’t nearly do as well as others. You might learn that for certain low-priced items, consumers are opting to choose Amazon or eBay because they are cheaper or more convenient to order.
Remove unprofitable items from your product catalog and allocate the savings to your better converting products.
Pro-tip: just because you can upload your entire product catalog to Facebook, doesn’t mean you should.
3. When You Should And Shouldn’t Show The Price
If you’ve found it profitable to serve DPA ads to the top level of your funnel (cold prospects), I advise to always show the price in your ads.
The reason for this is simple: if you don’t show the price they are much more likely to click on your ad to find out, but if the price isn’t suitable to their budget, they’ll leave almost right away.
The problem with this is that you’ll be paying for clicks which aren’t profitable, and many of them will be sucked into your custom audiences where they’ll be shown ads over and over again.
By stating the price on your ad, if they choose to click they have qualified themselves as being warm to your pricing.
For custom audiences, A/B test to see how they respond. Retargeted audiences will be familiar with your price point and brand, each audience and industry is different, so test away.
4. Don’t Use The Out Of Stock String
A common mistake made by marketers running DPA ads on Facebook is to mark an item out of stock.
Out of stock to Facebook means you have no plans to reorder the item, and Facebook won’t show that product again (until you put it back in stock yourself). This becomes problematic if your best selling items are selling out all the time.
Instead, use the string available for order string, this tells Facebook that your item is out of stock but you will be receiving more stock shortly (they still show the item).
5. Create Custom Labels
Custom labels within a product catalog allow you to improve the organization of your products. For example, you can custom label groups based on best sellers, brand, profit margin, popularity, etc.
If you were a travel agency using DPA ads, based on past sales data you could create custom labels to show holiday packages from certain countries in June that are popular like Europe, and then Asia from November- February when its their dry season.
Custom labels can then be placed into different ad groups to maximize their impact.
6. Manually Create Custom Audiences To Exclude
If your ecommerce store sells items to number of widespread audiences, you should manually create custom audiences to exclude from viewing your ads.
An obvious one is fashion apparel, men should not see women’s clothing and vice versa. You can then take it to the next level by excluding women who are above or below a certain age from seeing a specific brand or style.
The same can be applied if you sell an SaaS tool for individuals and businesses, the businesses should not see the individual packages and vice versa. You could further segment them by business size or job role to ensure you’re not wasting ad impressions on the wrong people.
Use Audience Insights when manually creating audiences to accurately exclude the right users.
Summary
Dynamic Product Ads can take painstakingly long to setup and optimize, but when you’ve done it successfully, they are the most effective way to increase your sales and scale your marketing efforts.
How many of the tips above have you forgot to apply to your product catalog and DPA ads on Facebook?