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4 Tips For Facebook Catalog Sales Campaigns Efficiency

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When it comes to using paid media to promote an e-commerce business, catalogs and product feeds are the star of the show. The purpose of catalogs and product feeds is to upload the inventory information of an online store to the advertising platform and use it for dynamic retargeting with the ad information and creative being pulled from the product information uploaded or synced.

Facebook Ads offers a campaign objective that revolves around this idea, known as Catalog Sales. In this post, we will review a few tips and tricks to maximize the efficiency of your Catalog Sales campaigns and take them to the next level!

1. Clean Up the Product Feed

As I said, whatever information is passed through your product feed appears on your ad creative, and for that reason, you need to make sure product listings will make sense when presented in the ad format. A couple of areas to look for improvement opportunities:

  1. Avoid repeating the brand name in the product title. There is a separate field in the feed for that and if you really need to mention the brand name somewhere in the Primary Text or Headline you can add it dynamically.
  2. Make sure the Product Description field doesn’t include any line breaks, special characters, and anything that may make it to render incorrectly.
  3. Pick the right Google Product Category. While optional, this field impacts your Dynamic Broad Audience performance by matching your product categories to the interests of users who even may not have visited your website. Facebook (and many other advertisers) use Google Merchant Center’s taxonomy for product category and types. Make sure you’re choosing the one that explains your products correctly and also format it correctly. For example, for “cat treats” the category can be entered as one of the following:
    Animals & Pet Supplies > Pet Supplies > Cat Supplies > Cat Treats OR 5002
  4. Upload more than one image of your product. This gives the algorithm more options to work with to find the best combination that maximizes campaign results.

2. Diversify the Creative

Like a regular campaign, different segments of your audience may respond differently to variations of ad formats, headlines, or call to actions. In addition, this is your opportunity to stand out in a user’s Facebook feed, which is full of different ads. Investing the initial time to develop multiple creative ideas always pays off because it gives you a more scalable campaign. Here are a few ideas to give you a headstart.

1. Use different formats. In addition to the conventional Single Image ad, you can add Carousel and Collection ad formats to the mix.

choose format option in facebook ads manager

2. Enhance the visuals with Creative Tools. Consider (dynamically) adding price labels, frames, percentage off, or free shipping labels to your ad visuals to pass as much information as possible through your creative.

example of a facebook ad with a price label

3. Customize your ads for different groups of relevant products. You can attach specific segments of your products to your ads and develop a customized ad experience around that to maximize the relevancy of the ad to the users who may be interested in that group of products.

3. QA the Tracking

Facebook Pixel does a great job of tracking many standard website or app events in most scenarios. But, for e-commerce websites with different programming and backend complexities, you always need to make sure it is recording and passing accurate event information. Remember that the whole idea of running a Catalog Sales campaign is to collect user’s interactions with the products on your app or website and pass them to Facebook Ads for a customized experience. This functionality happens through Facebook Pixel recording the correct “content_id” on your store pages.

One method for QA is to use the Facebook Pixel Helper tool to verify this. Check out a sample of the product, cart, and confirmation pages on your website and monitor the “content_id” parameter’s value throughout the checkout process. You need to make sure it’s capturing the correct value and that value matches the correct product in your catalog.

A better alternative is monitoring the Event Data Source section of the Facebook Ads Catalog Manager. It constantly tracks the match rate of the content_id to the items in the catalog and you can use that information to drill down on identifying issues preventing a match.

event data source section of facebook ads catalog manager

4. Leverage Dynamic Broad Audiences

I often find this a neglected feature in the Catalog Sales campaigns. Think of it as a lookalike audience that is based on the product information from your catalog. It’s a great way to reach new audiences even if they haven’t interacted with your business in the past. Setting it up is very straightforward; all you need to do is select the option for reaching Dynamic Broad Audiences in the Audience settings of a Catalog Sales campaign. As we covered earlier in this post, it works especially well if you provide accurate Google Product Category information about your products.

create dynamic broad audiences in facebook manager

Catalog Sales campaigns can become a staple in your account structure if they’re fed with accurate information and powered by high-quality creative. I hope these tips will help you to get a better understanding of this campaign objective and use it to maximize the results of your online store.

PPChero.com

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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