What connects product feed and Facebook?
Did you know that for example in Poland 14 million people are registered on Facebook? It means more than one third of Poles in general! The majority of them uses the Internet on regular basis and spends 2 hours daily on social media according to the studies carried out in 2015. These are not only young people, as their parents or even grand-parents are already a vast representation. Many clever e-commerce companies treat social media as a way to get to the customers in the friendly environment. One of the best and interesting solutions are dynamic product ads.
What are dynamic product ads (DPA)?
As you can read on Facebook, “Dynamic product ads let you create relevant and timely ads on Facebook based on the products people have visited on your website or your app” As opposed to Facebook Exchange, product ads are displayed not only on computer screens but also on mobile devices which are widely used by Internet users in all countries. Dynamic product ads can have single photo or 3-photo set.
What are the actual benefits?
What’s most interesting is that DPA will get to interested users since they work based on user IDs. DPA gives you the chance to present your product base, your up-to-date product base. In other words it means that every XML update will be noticed and implemented in the ads. All you need to do is to set one scheme and you can start promoting your products in an easy way to those who actually are interested in the products.
How to start?
If you want to use the potential of DPA, there are 4 steps to tick off:
Set up the Business Manager. It allows you to manage all pages and accounts that you work with.
Send the product catalogue or connect it with the Business Manager.
Implement the Facebook pixel which will allow you to monitor products which users browse, add to cart or buy.
Use Power Editor and choose Product catalogue
What you need to keep in mind to make DPA effective?
First and foremost, good product feeds are your starting point. Facebook requires that product pictures should be provided in 1200×628 size so as to guarantee that users get the best quality in every picture format. E-commerce systems don’t have picture resize functionality so e-commerce owners find it impossible to adjust all product pictures to Facebook’s requirements. If e-commerce owners have pictures with 1,9:1 size ratio, picture proportions will be preserved but quality will be deteriorated.
For instance, in case of 600×300 picture, Facebook will enlarge the picture to 1200×628 even though the graphic will get blurred. What can you do to avoid that? You can use our solution that allows you to create a DPA product feed regardless of the picture sizes that you have in your e-store. You simply get the chance to automatically rescale your pictures in line with what Facebook wants and at the same time preserve good quality of pictures. You probably noticed that pictures draw your attention the most? Pictures are great sales stimulants. Actually, they can sometimes be better at it than simple price reductions. Think about it.
Various social platforms, like Facebook in this case, with their technology solutions and targeting options are currently a solid part of online sales strategies. Why? Because online is where most of your current and future buyers roam and look for places to spend their money.