A detailed guide: how to stop showing ads to existing customers.
Have you tried Facebook’s Dynamic product ads? Product catalogs, feeds, carousels. It all may seem complicated and weird, but once you can ride it, it brings you much money.
The reason is simple: product remarketing is the most personalized ad experience possible: you show each user only those products, he was once interested in.
According to recent case studies, product remarketing campaigns can get up to incredible 30% conversion rate.
It is paid back well: with CTR growth, higher conversion rate and unbelievable ROI. So let’s dive into this world, where leads grow like bananas and you simply need to raise your hands to take them to your basket. Follow the Captain.
So you want people to buy products from your e-commerce website? Or you are a drop shipper, surfing on the demand waves? Well, a product remarketing is something where your revenue is hidden.
Dynamic product ads is an opportunity to target a right people with a right message at a right time. And do it automatically. No special fee is taken. No special software is needed. Facebook has done everything for you.
How it works? Okay:
Sounds good? It is. According to recent case studies, product remarketing campaigns can get up to incredible 30% conversion rate. That is the best evidence, that not only marketers but users love them as well. These ads work.
A product set is a group of items from your store, that are related to each other somehow. Items from one product set can appear in the same ad. So it is important to divide your catalog into such groups, that are effective to use.
The most common idea is to cut catalog by product category. Shoes go with shoes, snacks go with snacks.
But that is not the only way to segment a stuff you sell. Think of a person, coming to your store. Imagine, what items he might want to buy together, or what alternatives to any item can possibly be interesting to him?
Time is money. In case of a product remarketing that means more time you waste, less money you get. User, who visited your website yesterday is still hot. Tomorrow he will get just warm, while in 3-5 days he’ll be cold as ice.
Segment your customers by this temperature. Create different custom audiences with different time since last action parameter. This way you can adjust your budget and biddings based on the recency of action. So those customers, who are more valuable to your business will get higher chance to see an ad. And you will not pay too much for people, unlikely to purchase anything.
Upsells are designed to convert people who viewed some items on your website but yet have not bought anything. Depending on what products a person has viewed, you retarget him with different up-sell product set.
For example, if a person viewed premium shoes, up-sell him with expensive products, that are at a discount now.
Cross-sells works differently. It is the way to sell more stuff to people, who have recently made a purchase. Decide, which good go well with each other (for this purpose you can use your Google Analytics or CRM data and analyze it manually or add there some data science).
When you’re done, create some cross-selling campaigns, that offer different products to people, based on what they purchased.
Product catalogs were invented for e-commerce businesses and products. But it is not the only use of this powerful tool.
Try to think of services, items or content you have on your website as of products. Why not advertise events this way, if you are a concert hall? Tours for a tour agency? Dishes for a restaurant? Articles in a magazine or a blog? Product set can be created literally of everything. If users can be offered to get/buy/view/interact with your item – try to advertise it using dynamic product ads.
DPA can bring your business a big value. It is the opportunity to create personalized ad experience inside Facebook – no matter which content you personalize this way.
Marketers who don’t use this setting waste around 5-7% of the ad budgets. Don’t be like them. It is highly recommended to exclude people, who have already bought something in your store, from targeting in DPA campaigns.
Your aim is to make people buy something. There’s no point to overwhelm them with your ads if they already made a purchase. Both bad for loyalty and your budget.
So don’t forget to exclude people, who purchased anything from your store during last 180 days for every adset you create or manage.
This simple option will prevent you from wasting money. By the way, we have a detailed guide on audience excluding. Feel free to check it out.
Run a product catalog sales campaign? Your morning should start not with a coffee, but with a pixel check. Make sure your Facebook pixel collects data about page views, carts and purchases correctly, otherwise all your efforts are in vain. Another thing to do is to check whether your Feed is up to date – auto-update may not work sometimes so it is better to double check.
And of course, that is not all analytics you need. Running DPA you need to look at your performance (ROAS, CPA, conversion rate, cpc) in terms of product sets, particular products, different audiences based on different events, visuals, prices, carousel card number and etc.
Analyze every single aspect that can be optimized. Create hypotheses and test them. Come up with new ideas. Leave the winners. Kill the losers. And the do it again.
Optimization is about seeing opportunities just when they appear and fixing problems before they come too big. These aspects are related to analytics – both problems and opportunities are hidden in your data. You need to be find them to make right decisions.
But what if I say you don’t need to do analytics at all? Captain Growth can do all the job for you. With AI inside, it goes through all your Facebook data and finds actionable insights, worth seeing. So you don’t need to go through endless charts and Facebook stats tables. Instead, you just decide if you want to use an offered opportunity and then act, or move to another opportunity.
Captain Growth is sleepless, it works for you 24/7 and it is trained to find insights, that are difficult to see being a human. As a result, you can optimize your Facebook ads much better than competitors and get higher ROAS.
It is even more valuable with such a complex type of advertising as Dynamic Product Ads.
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