One of the environments where people spend the most time today is social media. In order to benefit from this situation, companies are pursuing a strategy to show their presence with advertisements on these sites and gain new customers. Facebook, one of the most preferred social media applications, offers advantageous opportunities to companies with the advertising opportunities it offers.
It is a common campaign management method to attract traffic to the site and make sales with advertisements published on special days such as Mother's Day and Valentine's Day. On the other hand, ensuring the continuity of your sales will both increase the acquisition of new customers and increase the annual basket value of your current customers with cross-selling opportunities. In order to do this, it is necessary to give your current and potential customers what they want. So, what does your customer want at this point and how can you understand it? At this point, Dynamic Ads (DR) stands out.
With the DR model offered by Facebook, you have the opportunity to show each customer the product they are looking for with creatives that change and develop in accordance with user searches in the Business Manager where you upload your product catalog. To elaborate a little more;
For example, you have an e-commerce site with 1,000 different categories and products. On the one hand, you are trying to sell a hoverboard to a university student between the ages of 18-25, and on the other hand, you are trying to sell a baby bottle to a new mother over the age of 30. While doing all of this, you also need to sell cake molds to new brides, and marbling sets or sudoku books to retirees over the age of 60, depending on their hobbies.
First of all, let’s say this; it is not possible to target these audiences at once. You can set up separate campaigns for each target audience, but there is a better alternative; let your customers create your ads on your behalf.
DR is inherently powered by two sources;
1) Your product catalog
2) User behavior
Information about the actions your users take on your site and the products they search for. Facebook pixel This data is then processed and your product catalog is fed into the user's feed, and ads related to the products they are looking for appear in the user's feed. In other words, a user searching for a razor on your site will see an ad for a razor the next time they log in to Facebook. In short, you set the campaign settings, but your customers create your ads on your behalf.
Advantages of Dynamic Ads
Saving Time
Instead of dealing with each of your campaigns one by one, you can create a general template once and let Facebook handle the rest.
Continuity
By keeping your campaign open all the time, you can increase your sales by showing new products to new customers, increase your earnings per customer by showing higher priced products to your old customers, and increase your turnover with cross-selling opportunities.
Cross-Platform
With its cross-platform feature, you can reach your customers from anywhere, regardless of mobile or desktop.
Being Interesting
Since DR is a system that feeds on customer actions, it starts sales 1-0 ahead of other models by showing your customers the products they already want or intend to buy.
What is a Product Catalog?
The product catalog is an excel file where all your inventory is recorded and tracked in detail. The biggest advantage of the catalog is that it is “live”. All changes you make on your site are reflected in the catalog, and the catalog is reflected in the advertisement. In this way, you do not show a product that is out of stock to the user for nothing, and when the price of a product drops, you provide the opportunity to offer the same product again at a more attractive price to the user who did not buy it because they found it expensive before.
Previous ad campaigns have shown that the best-performing targeting is custom audiences created from data from users on your site (Custom Audience) and other audiences that are similar to your demographics (Lookalike). Although interest targeting is also a factor to consider, these two audiences are predominantly more successful on the sales side.
Due to the nature of Custom Audience, user data can be pulled from different points of the pixel on your site (add to cart, proceed to your checkout page, etc.) and at the same time, you can create new users similar to these users with Lookalike, so the users you get from these two sources start the race 1-0 ahead. With this advertising strategy known as remarketing, people who have engaged with your site and shown interest in your product or service are prioritized to see your ads, thus experiencing a sustainable increase in your sales.
Stage Media
01-01-1970 02:00:00