1 00:00:00,350 --> 00:00:06,000 In this video you're going to learn about Facebook dynamic ads and how you can use them to drive more 2 00:00:06,000 --> 00:00:13,610 online sales by remarketing products to people that have viewed them on your Web site. 3 00:00:13,920 --> 00:00:19,750 So we'll start by really understanding what namak ads are on the benefits of them. 4 00:00:19,770 --> 00:00:25,320 We're going to look at a case study and see the Zak's strategy of how this company is Mansehra T-shirt 5 00:00:25,740 --> 00:00:29,190 was able to leverage them and get amazing results. 6 00:00:29,190 --> 00:00:33,070 Then we'll look at how you can actually create a product catalog. 7 00:00:33,070 --> 00:00:37,240 This is a key step that you need to do in order to benefit from this. 8 00:00:37,590 --> 00:00:43,500 And then finally we'll look at how you can set up a campaign for products apologue sales inside your 9 00:00:43,650 --> 00:00:45,500 ads create tool. 10 00:00:45,510 --> 00:00:47,300 So let's start by understanding. 11 00:00:47,300 --> 00:00:49,450 Dynamic adds a little bit better. 12 00:00:49,470 --> 00:00:52,930 The benefit of them is really really care. 13 00:00:52,920 --> 00:00:58,540 Say for example I'm on an online store as a shopper I'm on like Nike dot com. 14 00:00:58,550 --> 00:01:02,810 Here you can see that they have a ton of products here. 15 00:01:02,890 --> 00:01:08,340 They have women's they've men's and even men in men's there's so many categories and so many products 16 00:01:08,340 --> 00:01:10,490 that they want even with in shoes. 17 00:01:10,740 --> 00:01:12,550 Let's have a look at all the shoes. 18 00:01:12,570 --> 00:01:16,070 I think there's over something like 700 different products here. 19 00:01:16,080 --> 00:01:22,740 So if Nike wants to remark it to me and get me to complete the sale they're going to have a much better 20 00:01:22,740 --> 00:01:27,200 chance of doing that if they really personalize that remarketing. 21 00:01:27,210 --> 00:01:31,970 So say for example that I picked up or how to look at this product but I didn't. 22 00:01:31,970 --> 00:01:38,010 Out to my car I could have looked at maybe some tracksuit bottoms or tops that I also didn't. 23 00:01:38,010 --> 00:01:39,080 Onto the car. 24 00:01:39,090 --> 00:01:41,360 But it shows that I was interested in them. 25 00:01:41,380 --> 00:01:49,830 Now if Nike runs an ad and shows me those products in the ad Well that'll remind me to really come back 26 00:01:50,010 --> 00:01:53,580 and add them to cart and finish at the checkout process. 27 00:01:53,580 --> 00:02:00,370 So the key benefit of dynamic ads is that they really personalize Facebook adverts without all that 28 00:02:00,390 --> 00:02:01,320 manual work. 29 00:02:01,320 --> 00:02:04,790 And that's an important distinction to make. 30 00:02:04,860 --> 00:02:11,580 If you wanted to run dynamic ads with out this feature available what you would have to do is build 31 00:02:11,580 --> 00:02:18,700 a custom audience for every single product and use that in your remarketing efforts. 32 00:02:19,020 --> 00:02:22,470 Dynamic ads really automates the whole process for you. 33 00:02:22,470 --> 00:02:24,360 So that's the key advantage. 34 00:02:24,450 --> 00:02:30,840 It personalizes the adverts were all that manual work setting up custom audiences. 35 00:02:30,840 --> 00:02:37,320 So here we go yeah you can retarget shoppers you can connect people across different devices and you 36 00:02:37,320 --> 00:02:43,110 can even just reach more shoppers by showing people products that are tailored to their interests whether 37 00:02:43,110 --> 00:02:44,770 or not they've even been to your site. 38 00:02:44,770 --> 00:02:50,130 So there is a broader benefit outside of just be targeting shoppers to complete the sale but this is 39 00:02:50,130 --> 00:02:54,030 really the key way that you can get that low hanging fruit. 40 00:02:54,240 --> 00:03:00,450 Now coming down a little bit there is a point that's worth mentioning here that if your website is powered 41 00:03:00,450 --> 00:03:07,200 by one of Facebook partners including Shopify Magento and big commerce you can automatically set up 42 00:03:07,200 --> 00:03:13,220 dynamic adverts and I think a lot of you might be in that case if you have an e-commerce store. 43 00:03:13,230 --> 00:03:20,730 So let me just show you quickly some of the steps will come then to use Shopify as an example again 44 00:03:20,760 --> 00:03:23,010 because the process is quite similar. 45 00:03:23,070 --> 00:03:30,500 What you need to do is log into Shopify and you can upload your product information to your Shopify 46 00:03:30,520 --> 00:03:35,970 account and then from there it will upload to you or it can. 47 00:03:35,970 --> 00:03:39,090 So there is an easy process to get that done. 48 00:03:39,180 --> 00:03:45,060 If you've one of these platforms I'll include this original link here so you can get that easily and 49 00:03:45,060 --> 00:03:47,120 follow the steps. 50 00:03:47,370 --> 00:03:52,290 Now that you understand what dynamic ads are and the key benefits of them let's have a look at this 51 00:03:52,290 --> 00:04:00,100 case study of Monsoor T-shirts to really see how they put them to use to drive a lot of sales. 52 00:04:00,360 --> 00:04:07,070 So Monsour T-shirt or a French T-shirt specialist and they gained nearly a 10x return on the ad spend 53 00:04:07,080 --> 00:04:12,510 by promoting a stylish product line with dynamic ads and the powerful Facebook pixel. 54 00:04:12,510 --> 00:04:18,510 So this is just a key thing to point out that in order for you to read market in the first place you 55 00:04:18,510 --> 00:04:23,850 need to have the Facebook pixel installed and then the real dynamic ads are help. 56 00:04:23,850 --> 00:04:27,320 Automating that remarketing process and personalizing it. 57 00:04:27,360 --> 00:04:32,280 So if you haven't got the Facebook pixel set up that's the first thing you need to do before you can 58 00:04:32,280 --> 00:04:34,730 even start using dynamic ads. 59 00:04:34,740 --> 00:04:39,000 But as you can see Stephanie worthwhile doing great results. 60 00:04:39,180 --> 00:04:43,010 Other companies are seeing and very low cost per click. 61 00:04:43,290 --> 00:04:48,370 Let's move down to have a look at the exact strategy that they used. 62 00:04:48,390 --> 00:04:55,860 So as you can see first thing they did was install the Facebook pixel and then what they did was by 63 00:04:55,860 --> 00:05:03,960 embedding the pixels on the page of their online catalog need to do it once name your teacher was able 64 00:05:03,960 --> 00:05:09,900 to gather precise data but the products that appeal to specific people allowing it for example to see 65 00:05:09,900 --> 00:05:15,390 the garments that so many had viewed and added to their basket with out completing the sale. 66 00:05:15,390 --> 00:05:22,170 So really that abandonment remarketing but in a very personalized format what they did then was they 67 00:05:22,170 --> 00:05:29,880 use the dynamic cards in a carousel format to reach these people in their Facebook news feed and prompt 68 00:05:29,880 --> 00:05:32,100 them to finish their purchase. 69 00:05:32,100 --> 00:05:39,360 So if you're not already familiar with it a carousel ad format is a ad like this that has two or three 70 00:05:39,360 --> 00:05:46,350 scrollable images or videos so probably one monster teacher is if you viewed two or three T-shirts they 71 00:05:46,350 --> 00:05:52,110 would appear in this carousel and really encourage you to go back to the exact product page and finish 72 00:05:52,260 --> 00:05:54,420 the checkout process. 73 00:05:54,750 --> 00:05:58,940 So let's have a look at how you can actually get started on this. 74 00:05:58,950 --> 00:06:03,880 As we said Facebook pixel cut to get that installed we've covered that previously. 75 00:06:03,990 --> 00:06:07,290 But the next step is you want to upload your product catalog. 76 00:06:07,320 --> 00:06:10,480 If you haven't got one of the platforms you talked about before. 77 00:06:10,680 --> 00:06:11,840 This is Hadeed. 78 00:06:12,090 --> 00:06:19,560 You want to come in firstly to your Facebook Ads manager come across to old tools under assets you can 79 00:06:19,560 --> 00:06:26,100 see product catalogue here and what you want to do is really create your product catalogue or upload 80 00:06:26,100 --> 00:06:33,720 it and you can see that you can give your catalog a name here so you can include products hotels flights 81 00:06:33,750 --> 00:06:38,170 destinations and this might be starting to ring some bells for you. 82 00:06:38,370 --> 00:06:45,330 If you've visited hotels on trivago or been on Trip Advisor some of these sites you can start to see 83 00:06:45,360 --> 00:06:47,190 in your Facebook feeds. 84 00:06:47,190 --> 00:06:51,990 The exact thing that you were looking at showing up and this is how they are doing that so let's just 85 00:06:51,990 --> 00:06:56,850 set up as an example an example catalog. 86 00:06:57,050 --> 00:07:06,000 So I'm going to say products here and really create this as a this and for my Facebook page. 87 00:07:06,630 --> 00:07:10,480 The next step then is to upload your product feed. 88 00:07:10,830 --> 00:07:16,660 You just need to select the currency and whether you have a recurring fee that you can upload now just 89 00:07:16,670 --> 00:07:23,280 do a single upload then he does need to choose the file that you want to upload. 90 00:07:23,280 --> 00:07:30,480 I just got a very small example product catalog set up just one line in it and then we really click 91 00:07:30,510 --> 00:07:33,010 next and create the feed. 92 00:07:33,210 --> 00:07:37,980 As I mentioned there's only one product in this feed so it's just an example which you can put together 93 00:07:38,060 --> 00:07:42,800 that product catalog yourself or download it from your online store. 94 00:07:43,170 --> 00:07:48,030 Once you've got that set up you want to come once again into your hands create tool and click on your 95 00:07:48,030 --> 00:07:51,810 marketing objective for a product catalog sales. 96 00:07:51,810 --> 00:07:57,000 Now you can see that it's loaded up here the example catalog that I created so I can go ahead and continue 97 00:07:57,000 --> 00:07:57,820 this now. 98 00:07:58,150 --> 00:08:03,610 I'll go ahead and select the picture pixel which is appropriate for this product catalog. 99 00:08:03,810 --> 00:08:07,600 Now you can see that pixel is associated with the catalog. 100 00:08:08,040 --> 00:08:13,380 You can see now that the setup is slightly different to what we would normally do in herad set when 101 00:08:13,380 --> 00:08:17,000 we're setting up interest targeting or using custom audiences. 102 00:08:17,280 --> 00:08:20,850 You can select which product set you want to use. 103 00:08:20,850 --> 00:08:27,690 Dividing really those dot product lists down into smaller categories you can really choose the audience 104 00:08:27,690 --> 00:08:34,610 that you want to choose as well here viewed or added to carpet not purchased in the last 14 days added 105 00:08:34,750 --> 00:08:42,210 to carpet purchase up sell the product cross sell a product custom combination so you could have many 106 00:08:42,210 --> 00:08:46,750 different ad sets maybe targeting each of these different audiences. 107 00:08:46,830 --> 00:08:51,590 Set those up in your campaign to really test where the sales are coming from. 108 00:08:51,600 --> 00:08:56,760 Are they coming from this first category out into Karpen are purchased in the last 14 days. 109 00:08:56,760 --> 00:08:59,080 Are the cells getting the most sales. 110 00:08:59,190 --> 00:09:04,500 So it would be a good idea to maybe set up a number of different onsets focusing on these different 111 00:09:04,500 --> 00:09:08,660 audiences and seeing how they perform against each other. 112 00:09:08,670 --> 00:09:13,620 Once again you can set up the normal placements and edit those as you please. 113 00:09:13,620 --> 00:09:18,080 You can set up the budgets and sketch Sherrill's now down at the ad level. 114 00:09:18,120 --> 00:09:20,260 You can choose the format of Howard. 115 00:09:20,310 --> 00:09:26,460 Would like to look carrousel or a single image and the images will be pulled from the the you are Elle's 116 00:09:26,460 --> 00:09:33,240 of the pages that your where your products are and that you will have uploaded into the product catalog 117 00:09:34,080 --> 00:09:38,550 so now that you understand what Facebook dynamic ads are and the benefits of them. 118 00:09:38,700 --> 00:09:43,520 Go ahead and set them up for yourself following the steps that youve learned in this lecture. 119 00:09:43,650 --> 00:09:46,940 If you want to drive more sales for your online store.