Paid Social

The Beginner’s Guide to Facebook Shopping Campaigns (Dynamic Product Ads)

Facebook continues to evolve and offer strategic options to target a brands’ audience with the most relevant ad formats. Learn how Seer likes to set up Facebook campaigns along with our recommendations for Facebook Ads.


What Are Facebook Shopping Campaigns?

Facebook Shopping Campaigns, formally known as Dynamic Product Ads, allow advertisers to retarget audiences or appeal to prospective audiences using a dynamic product feed. who have looked at products and added them to cart with images of the products in their feed. Dynamic Product Ads can also be used to target prospective audiences who have shown an interest in similar products.

Facebook shopping campaigns

Image source: facebook.com

Retargeting Capabilities

Dynamic Product Ads offer advertisers the ability to retarget people based on if they have viewed a product, added a product to cart, or recently purchased. If the advertiser would like to retarget past purchasers, there is the possibility to up-sell or cross-sell products based on the previous products purchased.

To find this campaign & targeting option, go to “create campaign”, select “catalog sales”, then go to the ad set level to find the audience opportunities.

Within the retargeting options, you will see the below table:

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If the ad account has a large purchase volume (greater than 100 purchases per week), Seer recommends the following ad set set-up (each bullet is a separate ad set):

  • Product Viewers, 7 days
  • Product Viewers, 8-15 days
  • Product Viewers, 16-30 days
  • Cart Abandoners, 7 days
  • Cart Abandoners, 8-15 days
  • Cart Abandoners, 16-30 days

💡 Pro Tip: Test different time-frames to discover what works best for each ad account

If the ad account has a medium purchase volume (greater than 50 purchases per week), Seer recommends the following ad set set-up (each bullet is a separate ad set):

  • Product Viewers, 15 days
  • Product Viewers, 16-30 days
  • Cart Abandoners, 15 days
  • Cart Abandoners, 16-30 days

If the ad account has a low purchase volume (greater than less than 50 purchases per week), Seer recommends the following ad set set-up (each bullet is a separate ad set):

  • Product Viewers, 30 days
  • Cart Abandoners, 30 days

💡 Pro Tip: Tailor ad copy based on what action the audience has completed

Prospecting Capabilities

The Facebook Shopping Campaign option for prospective audiences is called “broad audience targeting.” Within this campaign type, Facebook will show products to people who have expressed an interest in similar products.

To leverage this campaign targeting option, go to “create campaign”, select “catalog sales”, then go to the ad set level and select “find prospective customers…”Seer has seen this campaign targeting option drive a high ROAS.

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Pixel & Product Catalog Settings

Pixel Settings

If you are advertising at an agency, ask for your client to share the pixel with your agency’s business manager so you can check for errors.

Within each pixel, the following standard events should be tracked on each e-commerce website:

  • Page View
  • View Content
  • Add to Cart
  • Initiate Checkout
  • Add Payment Information
  • Purchase

Within the ‘Pixel Manager’, check the ‘diagnostics’ tab to make sure there are no errors associated with the pixel.

Product Catalog Settings

Product Catalogs can be created manually (not recommended), created through Facebook, or created through the website platform. Once the product catalog is uploaded to Facebook and set to refresh daily, go to the ‘settings’ tab and input the pixel ID for the ad account.

Connecting the pixel with the product catalog is super important because this is what will allow the advertiser to retarget based on the products audiences interacted with.

💡 Pro Tip: Within the ‘settings’ tab, check how images are cropped to make sure products aren’t inappropriately cropped.

Now that you know so much about Facebook Shopping Campaigns, set them up in your ad account and start driving more revenue! Check out more Facebook Ad hacks from our friends at MobileMonkey.

If you have additional questions about this campaign type or paid social in general, sign up for the Seer newsletter, contact us, comment with questions/thoughts, and subscribe to our channel on YouTube.


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