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Table of Contents
Introduction to dynamic product ads ..................................................................................................................................... 2
Dynamic product requirements ................................................................................................................................................. 2
Creating a product catalog ........................................................................................................................................................... 3
Setting up the Custom Audiences pixel and/or SDK for dynamic product ads ....................................................
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Scale: Promote all of your products with unique creative without having to configure each individual
ad.
Always-on: Set up your campaigns once and continually reach people with the right product at the
right time.
Cross-device: Reach people with ads on any device they use, regardless of their touchpoint for your
business.
Highly relevant: Show people ads for products they are interested in, in order to increase their
likelihood to purchase.
You need to have a Business Manager1 account for your business. Admin access will be required for
anyone planning to add/update a product catalog.
You must have a product catalog hosted online. In many cases, you can use the existing feed you
already send to other online shopping portals.
1.
2.
Link: https://www.facebook.com/help/1428785834029669
Link: https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en
For a complete detailed example of a product catalog, see the developer documentation referenced below.
product_id
Title
Link
Description
product_category
13028
www.jaspers.com...
Area Rugs
4820217
Keep Warm
www.jaspers.com...
Thousands of thro...
Blankets
84902
Untz-Untz
www.jaspers.com...
Stereo System
730202
Fashionistas...
www.jaspers.com...
Purses
Name
Type
Description
id
string
availability
string
condition
string
description
string
image_link
string
Link to an image of the item. This is the image used in the feed.
Maintain aspect ratio 1.91:1. Images will be displayed at 1200x630px.
link
string
Link to the merchants site where you can buy the item.
title
string
price
string
gtin, mpn,
string
gtin - The Global Trade Item Number (GTIN) can include UPC,
or brand
Max size: 70
Common issues
In the currency column, using symbols such as $ will result in an error. Editing the currency to USD
or EUR helps eliminate the errors.
Make sure the image URLs in your catalog link to high quality images appropriate for Facebook News
Feed. For example, if you plan to advertise using the carousel format, we recommend image sizes of
at least 600x600. Alternate image sizes will be accepted but may be cropped. See the complete image
guide here: https://www.facebook.com/business/ads-guide/clicks-to-website/links
The product catalog also supports deep linking into apps. To learn about how to deep link into your
app, read the detailed product catalog documentation linked below.
In your Business Settings, select Product Catalogs from the menu and click Add New Product
Catalog.
Admin access will be required for anyone planning to add/update a product catalog.
Select Create a new catalog or Request access to existing catalog. If you are requesting access for an
existing catalog, follow the instructions delivered.
Select your new product catalog and choose Add Product Feed. Two options will appear:
1. Auto-Upload With URL
2. Upload File Manually
Recommendations
We recommend you enter a feed URL and schedule either daily, weekly or monthly upload frequencies
in order to automatically keep your product catalog up-to-date. This ensures you never run ads for out
of stock products and automatically add new products as your catalog changes.
In order to represent your inventory accurately, you should update your feed as often as your product
inventory changes. Most advertisers have found a daily update to be sufficient. If you need more
frequent updates, you can either connect to the API directly or work with a Facebook Marketing
Partners to enable more frequent updates.
In some cases you may have to make changes to the encoding and delimiter settings. For example, for
catalogs that use quotes () in their description column, you may need to check the quoted fields check
box. Work with your feed management provider to understand the settings necessary for your catalog.
Depending on the size of your file, your catalog may take several minutes to one hour to upload. When
it successfully uploads, it will appear in your Business Manager under the product catalogs page.
In the product catalogs page, you can see when the feed was last updated, how many products were
added, removed or updated, and how many errors occurred by clicking View Upload Status.
You may receive several warnings or errors the first time you upload your catalog. Warnings are
recommendations for things to fix to improve the quality of your ads. Errors indicate a feed was not
processed and you need to fix your feed before proceeding.
If you already have a product catalog and need to make an update, find your existing product catalog
in the Business Manager, select the feed you want to update, and click Upload Feed from the Feed
Settings tab.
You may be asked to associate your Custom Audience pixel or app to your product catalog. This is
necessary in cases where your business has more than one product catalog, Custom Audience pixel, or
app. Associating your pixel or app tells Facebook which pixel or app will be matching to which product
catalog.
To associate your pixel, navigate to the Settings page in Business Manager, click Product Catalogs,
select your product catalog and click Associate Sources. Select the pixel or app that you would like to
map to this catalog.
You must supply a unique image for items that differ by color, material, or pattern.
The link attribute should lead to a landing page where that particular variant is preselected.
Product sets
A product set is a set of products in a product catalog that you advertise in a dynamic ad. Each product
catalog can have multiple product sets. Product sets are defined by filters in a product catalog and are
created at campaign setup.
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Setting up the Custom Audience pixel and/or the Facebook SDK for dynamic
product ads
To show dynamic product ads to people who visited your website or mobile app, you will need to
implement the Custom Audience pixel on your website and/or the Facebook SDK in your mobile app.
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On each page, add the appropriate standard events. These standard events must be added exactly as
described below, with no variations in spelling or case:
Page
Event Name
Required Paramenters
ViewContent
content_type,
AddToCart
Purchased
content_ids
content_type,
content_ids
content_type,
content_ids
The content ID or content group reported from the Custom Audience pixel must be exactly the same as
the corresponding ID column or product group ID column from the product catalog. Most advertisers will
use a Stock Keeping Unit or SKU as their content ID. You can also send multiple product IDs per page by
sending an array.
An example event ViewContent pixel event is shown below.
Detailed documentation for your web developer about adding these three Custom Data events:
https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-audiences#setuppixel
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You can download the Facebook Pixel Helper in the Chrome store:
https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en
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Matching your catalog to your Custom Audience pixel: If you receive an error stating the pixel
couldnt find a catalog, you will need to fix your event sources in the catalog settings. Associating your
pixel or app tells Facebook which pixel or app will be matching to which product catalog. To associate
your pixel, navigate to the Settings page in Business Manager (business.facebook.com), click Product
Catalogs, select your product catalog, and click Associate Sources. Select the pixel or app that you
would like to map to this catalog. If a different team member created the product catalog and then
placed the Facebook Custom Audience pixel, you may need to grant admin access (required) to add/
update a product catalogs settings.
Matching IDs used in feeds and pixels or SDK: If you receive errors stating that products didnt
match, it is likely the product IDs being sent via the pixel for content_ids didnt match products in your
catalog catalog. The content ID reported from the Custom Audience pixel must be exactly the same as
the corresponding ID column from the product catalog.
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iOS Event
Android Event
FBSDKAppEventNameViewedContent
EVENT_NAME_VIEWED_CONTENT
FBSDKAppEventNameAddedToCart
EVENT_NAME_ADDED_TO_CART
FBSDKAppEventNamePurchased
EVENT_NAME_PURCHASED
3.
4.
5.
Link: https://developers.facebook.com/apps
Link: https://developers.facebook.com/quickstarts
Link: https://developers.facebook.com/docs/apps/register
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Detailed documentation for your app developer about adding these three Custom Data events are here
(note, the content is located approximately 1/2 way down the page):
https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-audiences/
v2.4#setuppixel
6.
Link: https://www.facebook.com/analytics
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6. You can also layer on additional audiences, such as a Custom Audience or demographic targeting
by clicking Edit Audience. For example, you can exclude a Custom Audience of people who have
purchased offline or in store. Keep in mind that adding more targeting will greatly reduce the reach of
your ads and decrease performance.
7. Create a new ad using your existing ad set.
8. Choose whether one product or multiple products should be shown per ad. When you choose to show
multiple products, Facebook will show a mix of last products seen or highly relevant items from the
selected product set.
It is important to note that showcasing multiple products in our carousel ad unit utilizes a square 1:1
aspect ratio images. Showcasing a single product will use one 1.91:1 aspect ratio image.
If you dont have multiple images for both aspect ratios, choose the option that best fits with your
feed.
Full details on advertising specs are located in our Ads Guide: https://www.facebook.com/business/
ads-guide/website-conversions/links/?toggle0=Photo
9. Configure your ad with plain text and keywords. Keywords are pulled directly from your product
catalog.
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10. Preview how your ads will appear by scrolling through the product previews. Product previews are
randomly pulled from the product set. Notice how the keywords change according to the products
being viewed.
11. Make sure to track conversions for your ads. For a complete view of your ads effectiveness, track both
website purchases and in-app purchases.
Track website conversions from your dynamic product ads. The Facebook Custom Audience
pixel can be used for tracking conversions across all devices utilizing Standard Events. For details
on conversion tracking using the Website Custom Audience pixel, please visit: https://developers.
facebook.com/docs/marketing-api/facebook-pixel/conversion-tracking/v2.3
If you have a mobile app, make sure you are set up to track purchases that take place within your
app. Detailed information for creating App Events, including tracking purchases, can be found here:
https://developers.facebook.com/docs/app-ads/measuring/installs-and-in-app-conversions
12. Upload your ads to publish and set them live. Your dynamic product ads will begin delivering as soon as
people begin browsing products that match the rules that you have configured.
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Create product sets that help you organize products by value to your business. For example, you may
want to create product sets that divide by category, special promotions, or even by product margin.
Organizing your product sets by value will help you control your bids more effectively so you can
maximize your return on ad spend.
Avoid creating product sets that are too small. Small product sets may have difficulty getting delivery,
especially when the product sets contain products that get very few views.
Consider showing multiple products per dynamic product ad. Facebooks carousel ad unit gives you
multiple opportunities to show relevant products in a single bid, maximizing your opportunities for
conversion.
For the best performance, run your ads evenly across both desktop and mobile. Facebooks dynamic
product ads works across devices, so you only show relevant product ads to people who have visited
your website or app regardless of which device they use next. Instead of splitting by device, consider
splitting your ads by placements. Set different bids by right-hand side and News Feed to control for
image sizes and differing frequency rates in each placement.
Dynamic product ads will scale directly proportional to the amount of site traffic you get to product
pages. On high traffic days, you will be able to reach more people with dynamic product ads; on low
traffic days, you will reach less. In order to take advantage of your high traffic days, dont constrain
yourself by setting low budgets on your campaigns. Instead, control your spend with optimal bids.
With dynamic product ads, your audience is the set of people who take action on products on your
website within a certain time frame. If you need help getting started, try creating an audience of people
who have viewed a product in the past 7 days or added to product to cart in the past 10 days but
havent purchased in the past 10 days. Then, slowly optimize for better performance.
To optimize your ads, you have several different levers: (1) product sets; (2) your audience retargeting
rules; and (3) your bids. Consider how much value you place on people viewing different products at
different times. Advanced retargeters often create many product sets and audiences with different
combinations of bids. For example, people who viewed product set X may be worth more in the first 1
to 3 days since they took an action and worth increasingly less over the following 4 to 10 days.
Use your Facebook conversion pixel reports to keep track of important metrics like conversion rates
and cross-device conversions resulting from your dynamic product ads.
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