How to create a dynamic remarketing campaign?
There is a multitude of ways to advertise on Facebook. The Facebook documentation (click here to visit it) is rich and we know that we can easily get lost.
We wanted to help you by introducing one way (among others) to create a dynamic remarketing campaign.
Before starting you must:
- have created at least one Facebook catalog (see our FAQ). Note that you can also use the default catalog set by Facebook in your Business Manager account and in this case you do not have to create a catalog.
- have imported one or more product(s) in this (these) catalog(s) (click here if this is a catalog you created or here if this is the Facebook default catalog)
- Have created and installed the Facebook pixel on your site pages (see our FAQ). Click here to test the pixel working.
Then follow the procedure (to access the Facebook documentation about dynamic ad creation, click here):
In the Facebook Business Manager, click the three horizontal bars of the menu, hover over "All Tools" and select "Ads Manager":
You arrive on the first level of creation which concerns the definition of an advertising campaign objective.
Each advertising campaign has a specific objective. The first thing to do is to define this objective.
Click here to know more about the advertising objectives of Facebook campaigns.
For our example, in the "Conversion" column, you must select "Catalog sales":
Give a name for your advertising campaign. We advise you to mention for example the catalog and the target language. In this example, we're going to create a remarketing campaign, we therefore chose to indicate it also into the campaign name. Then select the catalog on which you want to diffuse the campaign. In this example, we decided to select the catalog of EN products, but you can choose the catalog you want.
Click here to know more about the "Catalog sales" objective.
Click "Continue" (don't touch to "split test" and "budget optimization" options, which are advanced options, you will be able to worry about them in a second time, once you have created many advertising campaigns).
2. Ad set
You arrive on the second level of creation which concerns your first ad set creation.
An ad set matches with:
- a set of products (all or part of the previously selected catalog)
- an offer
- a specific audience
- a set of advertising placements
- a budget
- a schedule
You can create one or several ad sets for a same campaign (then for a same objective).
Enter a name for this ad set. For example, if you plan to create multiple sets of ads, each time varying the target audience, enter the target audience in the name of each set. Note that you can use existing info to build the name of your ad set (to do that, click on "Advanced Options").
In the example below we target the people who seen or added the products to cart, so we decided to name the ad set "Viewed or Added to Cart":
1/ Products affected by the ad set
Choose the products of the catalog you want to promote.
- either choose to advertise on all products in your catalog (as in the example below):
- or select a set of products that you could have created upstream in the management of your catalog, or create a new set of products. To do this click on the "+" and configure this set of products using the proposed filters. These filters are based on the product data you sent in your data feed. For example, you can filter products on their category, availability, brand, price, etc. Take the time to explore the many possibilities available to you.
The following section allows you to define an offer people can save and get reminders about. In this example, we're not going to do one but, if you want to know more, click here.
For the example, we leave then the option on "Off":
This part allows you to define who you want to display your ads to.
When you choose a target audience for your ad set, you can either create a new audience, or use a previously saved audience.
We're going to create a new audience. You can either use the data sent by the pixel installed on your site (what we are going to do), or create a large audience manually, using demographic data and other criteria. To know more about large targeting click here.
In the "Create New" tab, check "Use info from your pixel or app to create a retargeting audience" (click here to read the documentation on retargeting)
Then, choose which people you want to retarget:
- people who viewed or added to cart products from the above selected product set but who didn't purchased them
- people who added to cart products from the above selected product set but who didn't purchased them. Contrary to the previous audience, this one doesn't take into account people who just "viewed" these products.
- people who viewed products from either the above selected product set, or another product set (that you can either select or create)
- people who purchased products from either the above selected product set, or another product set (that you can either select or create)
- people who matches the audience you define thanks to a customized combination of options
Each time you have the opportunity to set a number of days to refine or expand the audience.
For the example, we checked the first option:
You should know that you can also select custom audiences (click here to know more on custom audiences) or make an advanced targeting thanks to advanced options (click here to know more), but for this simple example, we aren't going to take care of these options and we leave the default values. Let's go to the advertising placements.
You can define the places where you want to display your ads. We advise you to leave the option on "Automatic placements" in order to maximize your budget and get a maximum efficiency of your ads. Indeed, Facebook will display them where they are likely to perform best.
However, if you want to know more about advertising placements, click here.
5/ Budget and schedule
In this part, you have to define an advertising budget. It's up to you to choose the budget to invest. Click here to know more on the budget to invest into ads. In the example below we're going to set a daily budget of 5€ per day, which is a correct budget for a start:
Then, indicate whether you want your ads to run continuously from now (no end date, you will have to manually stop the running if you want to interrupt it), or if you want to start ad running on a certain date and / or automatically stop it at another. In the example below we have defined a start date and an end date:
Regarding the following options, for the example we're goind to leave them as they are because we have to remain simple here. Click here to visit the Facebook documentation about the advertising budget if you want to specify your budget use.
You arrive on the last step of creation which concerns the ad on its own.
An ad matches with:
- An identity: you can define the Facebook page and the Instagram account that will represent your business for this ad
- An advertising format
- A content
You have the opportunity to create one or several ads for a same ad set.
Give a name to this ad. If for example you plan to create several ads, each time varying the advertising format, indicate, in the name of each ad, the format used. Note that you can use existing info to build the name of your ad (to do that, click "Advanced Options").
In the example below, we use the "Carousel" format, so we decided to name the ad "Carousel":
Select here among the Facebook pages you manage the one that will represent your business in this ad. Note that you can also create a page by clicking the "+". Do the same for your Instagram accounts if you have more than one.
This section allows you to choose the look of your ad. The available formats vary depending on the objective of your campaign.
For the "Catalog sales" objective, you can choose between a "carousel" of products, a single image or a collection (which has the advantage of offering a fullscreen view on mobile). Click here to know more on advertising formats available for dynamic ads.
For the example we're going to choose the "carousel" format:
Note that depending on the chosen format, some options appear or desappear in the "Content" section. For example, for the carousel format, you will be able to choose to automatically rotate your product images (slideshow mode) or allow the user to manually scroll through the images.
As the name suggests, this section allows you to define the content of your ad. The displayed options are adapted according to the ad format previously selected.
Do not hesitate to test the various options available to you. Click here to know how to customize the creative content of a dynamic ad.
Here are the options chosen for the example:
Define the title to display under each product, the description (with or without price for example), the call to action button, etc.:
Finally, click "Confirm". Your campaign will be reviewed by Facebook and if it's validated, it will be launched on the date you specified in the "Schedule" section.
To visit the recommendations for dynamic ads click here.
Other FAQs in this category
- How to connect my product catalog to the shop tab of my Facebook page?
- How to create a Facebook product catalog?
- How to add the "Shop" tab on my Facebook page?
- What to do if I don't have the "Check Out on Website" button on my products in the Facebook shop?
- How to display discount percentages on product ads?
- How to use Instagram Shopping?
- Facebook Starter Guide