Ads103: Create a Dynamic Product Ad

Maximize click-throughs by targeting store visitors with products they have already shown interest in.

Dynamic Product Ads or DPAs are the best performing type of ads on Facebook. These are ideal for recovering Cart Abandoners and is the one type of ad that every e-commerce seller should be running.

DPAs dynamically change the products so each viewer sees products that they have already browsed on your store. Since the viewer has already demonstrated interest in those products (perhaps even added them to cart), the chance of purchase is much higher than if he or she were to see a random selection of products from your store.

Create DPA:

1. Click on ‘Advertising’ in the left panel and select ‘Dynamic Product Ads’.

    

2. Select your audience. This is perhaps the most important part of setting your ad. If you have questions about how to choose your audience, we highly recommend attending one of our ad webinars.

   Socioh Tip

   We suggest starting with Cart Abandoners in the past 7-14 days, based on your audience size. An audience of 500 is a good beginning, 1,000+ is ideal. You can increase the size of your audience by increasing the number of days selected in this section.
3. Set your budget.

   Socioh Tip

   Select a daily budget for ad campaigns. Since retargeting ads are typically ongoing, we recommend setting a daily budget.

   If you choose to run your ad campaign for a fixed time period only, you could select either a daily budget or a lifetime budget. For a lifetime budget, Facebook will try to evenly spread the amount over the lifetime of your ad.

4. Select the placement of your ads on Facebook and Instagram.

   Socioh Tip

   Make sure you include mobile as most purchases today happen on the phone.
5. Click on the ‘New Ad Creative’ button. If you have already created any Branded Catalogs on Socioh, you will be able to use them here.
6. Write the caption that you would like to include with your ad.

   Socioh Tip

   • See examples of high-performing ad copies by clicking on the light bulb above the text box. Click on any to use or edit.
   • Automatically include a link to the product, collection or your entire shop by clicking on the link icon. These will automatically be replaced by the correct values at the time of posting.
   • Add emoji to attract attention.
7. The headline and description have been auto filled with your product’s title and price. You can edit these if needed.

   Socioh Tip

   • If you offer free shipping or any other special service, you could include that in the title or description.
   • You could also include copy like ‘Offer ending soon’, ‘Limited Stock’ to create urgency and scarcity.
   • Adding emoji in your description can be a very effective way of drawing attention.
8. Your store link is automatically added as the ‘See More’ URL. However, you can edit this to lead to a different page or a particular collection.
9. Preview how your ad will look on the mobile, desktop or on Instagram in the right column.
10. Click the blue ‘Save ad’ button.
11. You can now create an additional ad set for your campaign or set your campaign live on Facebook by clicking the blue ‘Create Campaign’ button at the bottom of the page.

    Socioh Tip

    Each ad set will have the same Branded Catalog, but almost all the other elements can be different. We recommend making multiple ad sets to test different audiences or product sets or experiment with ad copy.