This is the second in a series of posts on the nuts and bolts of Facebook Dynamic Ads. See our previous article on acing Facebook Dynamic Ads cross-sell and upsell campaigns. In today's article, we show you seven ways to fine-tune your Dynamic Ads campaigns for the best results.
1. Improve match rates from your feed for optimal delivery
Conversion events from the Facebook Pixel such as View.Content and Purchase signal which ad to deliver from your feed. A content ID# from this particular online event is mapped to a content ID# within your feed, which dictates which ad creative to deliver.
For example, if someone makes a purchase on your website and the content ID# doesn’t match your feed, then people who already made a purchase may continue to see your ads. This leads to wasted ad spend and makes it difficult to scale your cross-sell and upsell campaigns.
2. Tailor copy and creative to your product set strategy
Make sure you have multiple product sets in place to specify which grouping of products to upsell or cross-sell. Once you have those product sets defined, you should tailor your creative to these audiences to be more customer-centric.
For example, you could cross-sell people while they’re on vacation at a hotel with a message that says, “Welcome to [San Francisco]. Enjoy 10% off a complimentary drink in the hotel lobby during your stay.” With Marin’s Smart Image Templates, you can create templates to add to all your products in just a few clicks and make creative edits directly in the editor.
3. More is better when it comes to audience size
Create product set groupings by brand and product category versus specific SKUs. Then, add in an additional performance layer to your product set groupings to only show top-selling products with the best margin that you want to cross-sell or upsell. To scale delivery and get the most out of optimized bidding, use broader strokes when grouping your product sets. If your product set is too specific then your ads may not deliver at all.
4. Test different recency windows
With Dynamic Ads campaigns, you can choose to promote products to people from zero to 180-day splits. Be sure to test different recency windows to see which are optimal and where fatigue starts to kick in. For cross-sell and upsell campaigns, we generally see top performance within three days of conversion. However, this will greatly vary based on buying cycles for your business.
5. Organize media plans by new vs. existing customers with a planned budget for upsell and cross-sell
We recommend that you create media plans specific to new and existing customers so you can more easily roll up performance to each one with unique KPIs and budgets. Most companies should have a significantly higher budget for top-of-funnel activity to find new customers, simply because the audience will be larger compared to existing customers.
Also, attracting net new customers will probably take multiple paid media touches to get them from awareness to conversion. Note that the more intent that you capture at the top of the funnel, the better your upsell and cross-sell campaigns will perform due to the additional information collected on your customers.
For campaigns targeted to existing customers, test which strategies perform better with a fraction of your total budget. We recommend a direct response budget split of 90% towards net new customers and 10% towards existing customers.
6. Specify upsell and cross-sell at the campaign level, and product set at the ad set level
Once you’ve created a media plan specific to existing customers, create separate campaigns for upsell and cross-sell. This will allow you to quickly drill down into which is performing best and make adjustments accordingly. At the ad set level, define which product set was used with a nomenclature you’ll be able to quickly identify.
7. Use the carousel format to show multiple products and optimize to top performers
With the Carousel format, you can show a sequence of up to 15 different product images. You can choose to auto-optimize the sequence to illustrate the products with the highest engagement first, after enough people have seen your ads. The Carousel format is a great way to optimize performance of your campaigns based on what people have browsed and purchased.
Interested in Marin Social’s capabilities for Dynamic Ads on Facebook?
If you’re interested in implementing Dynamic Ads into your paid media strategy, contact your CS representative today. Or, if you’re new to Marin, you can schedule a demo. Also be sure to check out our Dynamic Ads webinar with Facebook.
