Facebook Ads provide a wide range of advertising options, depending on your business goals. In this article, we’re looking specifically at ecommerce businesses, looking to sell more products through their online shop. If that’s you, dynamic remarketing is something you definitely need to be doing. Here’s why…
First things first – get your pixel in order
You need to have installed the Facebook pixel on your website. It’s the first step to advertising effectively on Facebook, so we’d recommend you have this installed before running any ads (dynamic or otherwise). Check out this handy guide to installing your pixel code.
The Facebook Pixel acts as your tracking code and allows you the measure the success of your campaigns based on the actions people take on your website. You can then use this data to further optimise your campaigns. For example, if your Pixel code is tracking enquiries on your website because you’ve set this up as a custom conversion, you can then optimise future campaigns for conversions, meaning Facebook will show your ad and charge you based on whether it thinks the interaction is more likely to lead to a conversion.
Get familiar with remarketing
Your Pixel code is also your key to creating remarketing audiences – audiences you can target with ads based on their activity on your website. These remarketing audiences can be really simple and broad, targeting everyone who has been on your website with a generic ad, however, for better results, we need to make the ads as relevant as possible to get people back to your website.
We can do this manually on any website by creating rules for your audiences. For example, if you want to target ads to people who have viewed a specific page on your website, like your pricing page, but then didn’t go on to submit an enquiry, you can create a rule that only adds people to your audience if they meet these conditions. You can then create a specific campaign and ad that’s tailored to this audience.
To do this manually takes time, especially if you have lots of audiences and campaigns to create. However, if you have an ecommerce website, you can save heaps of time by using Facebook’s dynamic remarketing ads.
Getting started with dynamic remarketing
You’ll need a Facebook Business Manager account creating first. Make sure it’s setup with access to your Page, Ad Account and Pixel for your business.
Your next step is create a Product Catalogue (if you haven’t already). Your Catalogue is simply a feed of all the products on your website. If your website is run through Shopify, Magento or BigCommerce, Facebook makes this set up even easier. If not, you may need a little help from your web developer to get this set up.
Dynamic remarketing works by storing data about which products your visitors have viewed on your website, then showing them ads that contain those exact products, taking them back to the page on your website they’ve been looking at.
Benefits of dynamic remarketing
The benefit of this is that the ads appear much more relevant to the user as they’ve already shown an interest in that product. It also creates a smoother customer journey as they are taken directly to the product they were interested in, instead of seeing a generic advert that drops them off on your home page, leaving them to find their way back to the product they were looking at. Removing steps and simplifying your customer journey is a great way to increase conversion rates and improve your user’s experience.
Dynamic remarketing, once set up and running, requires less human intervention. Your ads will be created dynamically which means you only need to set up one campaign to promote your entire product catalogue. So, as well as getting you better results from your campaigns, it’s going to be quicker to set up and require less work to maintain.
What’s not to like?
Do you have an ecommerce website? Are you using dynamic remarketing ads yet? Let us know in the comments.
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