Facebook Dynamic Ads for your Online Shop #AFBMC

Facebook Dynamic Ads
for your Online Shop
Berlin, 30.09.2019
Rahul Agarwal
Head of Online Marketing
Trenkwalder Group

© 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page 2
› SEO/ Business Development for
CupoNation (part of Rocket
Internet)
› Digital Strategy & Web Analytics
Consultant at Nunatak Group
› Head of Online Marketing at
Trenkwalder Group
Summary:
Over 7 years of experience in Paid
Social, Web Analytics and Performance
Marketing
Who am I?

© 2019 Trenkwalder Group · Facebook Dynamic Ads for your Online Shop · Rahul Agarwal · 30.09.2019 · Page ‹#›
Trenkwalder Group at Glance
applications
candidates
employees
local offices
years of experience
countries
partner
1.000.000
300.000
40.000
200
35
17
1
We are a leading HR service provider in Central & Eastern Europe with €800 Mio. turnover

› What are Facebook Dynamic Ads (DA) & what can you do with
them?
› What do you implement DA in-house?
› What are some use cases?
› Where is this all going? Outlook!
Questions I am going to answer today!

What & Why of Facebook Dynamic Ads?

What do Facebook Dynamic Ads look like?
Facebook Collection Ads/ Instant Experience Facebook Carousel
Your Product/
Service listings
Facebook
Product Catalog
Product Set 1 Product Set 2

What do you need to
get started with
Facebook Dynamic Ads

Facebook Product Catalog and Website events!
Tools needed:
(Install Chrome Plugin here)
Step 1. Set up a Product
Catalog
(via. XML/ CSV etc.)
Step 2: Build your audiences
(signals from website & mobile
apps via. Pixel)
Step 3: Create and deliver
Ads with your catalog
(via. catalog sales ads)
Product Set 1 Product Set 2
Facebook Product Catalog

1. Setting up a product
catalog

Choose a business catetogy for your catalog
Step 1

Choose between manual vs. ecommerce integration
Step 2
>

Create an XML feed or CSV file with required fields
Step 3
id
availability
brand
condition
title
description
Mandatory Fields Optional Fields
link
image_link
price
additional_image_link
color
expiration_date
age_group
sale_price
product_type
google_product_category
custom_label_0 (upto 5)
shipping
SKU (unique identifier)
‘in stock’, ‘out of stock’ ‘preorder’ or ‘available for order’
Brand/ manufacturer name
‘new’, ‘refurbished’ or ‘used
Product title or name (max. 100 characters)
Product description (max. 5000 characters)
Link to the product
Link to the image
Price of the product

Trenkwalder Germany XML Job Feed
Example
Branch Office
Job Location
Industry
Landscape image
for single image
ads
Square image for
carousels
Job Category
Tip: Use Facebook’s Product Feed Debug Tool to check your catalog

Upload the data feed manually/ automatically
Step 4

Example: Product Catalog & Product Set
Product sets based
on conditions

Example: Individual product from Catalog

Tip: Facebook Catalog can be used in many other ways

2. Setting up Pixel
(custom events)
via. Tag Manager

Three main custom events need to be set
Product Page
Add-to-Cart
Checkout
Product Search
Sale
› ViewContent
› AddToCart
› Purchase
› Search
› Initiate Checkout
FB Custom Events Scenario’s
Note: Running “Pageview“ is mandatory on all pages

Event: ViewContent
On product page

Event: AddToCart
on Add to cart button click

Event: Purchase
On transaction

Here is how the
Tag Manager
implementation looks
like

Use DataLayer.push() to send infomation to Facebook
via. Google Tag Manager

Create a new Data Layer Variable
via. Google Tag Manager

Save Data Layer values into the variables
Tag Manager Debug Mode

Send dynamic values to Facebook via. variables
ViewContent – Product Page
>
DataLayer Variables
Note: “Pageview“ tracking is installed on all pages by default

AddToCart – Add to Cart Button Click
>
DataLayer Variables

Purchase – On application/ sale/ transaction
>
DataLayer Variables

Tip: Use “Test Events“ tool to check the implementation
Location: Events Manager > Pixel > Data Source > Test Events

3. Setting up
Facebook Dynamic
Ads

Choose Catalog Sales as campaign objective
Campaign-level

Dynamic Ads can be used for retargeting & prospecting
Ad-set level
Up-selling and cross-selling capabilities
Broad-targeting for prospecting

Ad creatives & copy utilize data from the product feed
Ad-level: Carousel

Ad creatives & copy utilize data from the product feed
Ad-level: Collection (Instant Experience) ad

Outlook

Source: Marketingland (2019)
Facebook is testing in-app checkout

Source: Instagram (2019)
Instagram is testing organic shopping posts as ads

Summary

Important Links
Adding items to the catalog:
› Adding items via Data Feed: here
› Download sample (product) feed here: CSV | XML
› Adding catalog items via Facebook Pixel (advanced): here
Plugins to create Data Feed for your Facebook catalog:
› Flexify for Shopify,
› PixelYourSite Product Catalog für WooCommerce,
› Facebook Dynamic Ads for Shopware.
Important links:
› Troubleshooting Data Feeds: here
› Troubleshooting Event Data Sources: here
› Creating a shop from a catalog: here

Any
Questions?

Rahul Agarwal
r.agarwal@trenkwalder.com
M: +49 (0)1515 2626 540
group.trenkwalder.com
www.linkedin.com/rahulagrwl19
Thank you
for your
attention.

Facebook Dynamic Ads for your Online Shop #AFBMC

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Facebook Dynamic Ads for your Online Shop #AFBMC