The dynamics of the e-commerce market is characterized by its extremely high momentum.

New guidelines, requirements, increasingly precise tools, applications and updates etc. emerge every now and then.

As a result, each and every e-marketer needs to follow them, test them and implement. Therefore, it is hardly surprising that the biggest social media portal in the world poses newer challenges for commerce managers. Facebook regularly improves its motor engine and this results in establishing new requirements towards product ads.

Know what Dynamic Product Ads are?

Dynamic ads are closely related to the so-called marketing automation. This form of running campaigns allows to display ads adjusted to interests of users. This means that the algorithm utilizes information that the Internet user left behind while surfing online. Therefore, it is possible to display ads of products that might interest the user in particular. One of the most attractive traits of running such campaigns is the fact that it is conducted automatically. You simply need to create a product feed and base on it further on. Your ads will reach people who have visited either your store or your website and eventually find a group of recipients that will be most interested in your offer.

What are the requirements you need to fulfill?

Establish an ideal product feed – automate your campaign

Start from creating a perfect product feed. Facebook clearly specifies the requirements for an ideal product feed. The .xml file ought to include:

    • identifier – a unique number thanks to which the engine will be able to identify the product (inter alia SKU),

    • availability– information on the availability of the product, there are several statuses to be selected:

      • available – the product will be shipped automatically,

      • unavailable – no plans to replenish stock,

      • in pre-selling – the product will be available in the future,

      • available upon order – product will be shipped within 1-2 weeks,

    • description – the product needs to have a description. In fact, Facebook allows for quite a large amount of words but the description ought to focus on the most important aspects of the product.

    • condition – you need to determine the condition of the product; it can be described by selecting the appropriate status (new, refurbished and used),

    • link – www address, where one can thoroughly view the product and conduct purchase,

    • title – defines the name of the product,

    • link to photo – the ad needs to include a picture. This link will allow to import an appropriate image that ought to have an aspect ratio of 1,91:1. Then the images will be displayed at 1200 x 630 px resolution,

    • GTIN, MPN number or brand:

      • GTIN – Global Trade Item Number (GTIN) can include UPC, EAN, JAN or ISBN number,

      • MPN – product’s unique identifier assigned by the manufacturer.

      • brand – brand name.

These parameters are significant, especially since Facebook requires them to be specified in an .xml file,

    • price – you should not hide the price. This imposes to click on the ad and might disturb the statistics. Price ought to be specified along with the currency – for example, PLN 14,99.

Gather detailed statistics – optimize results thanks to pixel

Pixel is nothing more than an extended code that allows to gather information about users visiting the store after clicking on the Facebook ad. By putting pixel on every sub-page of the e-store, you will be able to generate detailed statistics and, therefore, gain the opportunity to optimize your campaign.

Define range and save time thanks to dynamic templates

There is no need to generate a separate graphic creation for each and every ad. Facebook allows to create templates compliant with the company’s image which will significantly simplify and accelerate launching further campaigns. Dynamic templates can be displayed as posts on the so-called wall, but they can also be posted on the side bar. After creating a template, afterwards you can optimize it freely in accordance with the medium where the ad will be displayed. This means that one template is enough for the ad to be adjusted perfectly to a tablet, smartphone or monitor screen.

While running an online store, there is no possibility to circumvent the most developed portal which has the highest amount of users, provides the highest amount of data and allows to directly reach every ideal customer. Facebook is a powerful tool for running effective ad campaigns. In order to do it successfully, you need to dedicate some time. However, remember that this will be only a one-time effort. Dynamic templates, .xml files and conversion pixels provide the opportunity to automate operations that you will only optimize in the future in order to achieve the best results possible..