if you own an e-commerce store and
you've got a large number of products
which you'd like to advertise on
facebook but you don't want to have to
go create loads and loads of ads or
you're not sure which products you
should use in your advertising because
you've got a limited budget then you
should definitely have a look at
creating a campaign with the catalog
sales objective not many people talk
about this particular kind of campaign
but i find this is always a really good
mainstay if you've got an ecommerce
store so that's what today's video is
going to be all about let's jump into it
hey i'm rod i'm the owner of rod blade
agency i'm a former e-commerce business
owner i ran my e-commerce business for
16 years sold it to my competitor a
couple of years ago and now through my
agency we help people set up optimize
maintain and generally do a lot better
with facebook and instagram advertising
so in today's video i'm going to talk
about campaigns with the catalog sales
objective this particular kind of
campaign is one that's very handy where
you've got a lot of products in an
ecommerce store
and you want to be able to
set up an ad that will automatically
show people products that they might be
interested in from your store without
having to constantly update your
creative create new ads all the time
it's a very handy campaign type and i
don't see many people using it i really
don't know why so i'm going to show you
how you set up a campaign with the
catalog sales objective some of the
prerequisites things that you need to
have in place and also talk about some
of the pitfalls that you want to avoid
so that you can get the best performance
from your ads so let's jump on the
computer i'm here in my demonstration at
accounts and just a couple of caveats to
be able to create a campaign with the
catalog sales objective you have to have
a catalog set up in facebook i'm not
going to cover how you do that in
today's tutorial but the way that you go
about setting up a catalog is going to
vary depending on which e-commerce
platform you use shopify or woocommerce
or magento they all have built-in ways
for you to set up a catalog that will
automatically synchronize the products
that you've got on your website with a
catalog that is set up in facebook you
want to make sure that you've got good
quality product photos you've got
up-to-date pricing you've got up-to-date
stock levels they're the main things
that you're going to need to be
successful with your dynamic product ads
so to get started we just click on
create and we choose catalog sales next
we choose a catalog now this is in my
demonstration account so it's not
actually connected to a pixel but you
want to make sure that yours is
connected to a pixel and we're going to
give it a name i like to use my initials
dpa 74 dynamic product ad and then the
objective which is catalog sales and the
date in the ad set we're promoting view
added to cart 180 days i'll be able to
explain that a little better once we get
into the ads manager for the name of the
ad itself
we're going to give it dpo carousel
catalog sales then we click the continue
button this takes us into the campaign
setup screen so i'm going to turn on
campaign budget optimization because i
may have more than one ad inside so i'm
going to want to take advantage of that
i'm just going to set the budget to
10 just depends on the volume of
sales that normally would go through
your website as to what sort of budget
you would use so now we're at the ad set
level and this is where we choose what
products we want to promote so by
default if you've just created a catalog
it'll have one product set inside it but
you can create additional product sets
that contain a subset of the products
within your catalog the budget and
schedule we're going to leave that as is
in the audience section this is where we
want to decide who we want to show our
ads to now by default this is always set
to find prospective customers even if
they haven't interacted with your
business what i find is really useful is
to retarget ads to people who interacted
with your products on and off facebook
and here the default option is to
promote products from the all products
product set which is selected up here to
people who have viewed or added those
products to cart in the last 14 days it
also includes people who haven't
purchased so it's a very specific
retargeting type of setup and you can
change this up to 180 days you've got
all these other options too you can
choose to promote products people have
added to cart but not purchased you can
upsell to people who have added products
to their cart and there's no distinction
as to whether they're purchased or not
you can also cross-sell products to
people who have actually purchased from
a specific product set and you can also
have any combination that you want now
because
we are essentially creating a custom
audience through our option here we
don't need to include any additional
audiences down here in the placements
i'm going to leave that as automatic
placements in optimization for ad
delivery that always defaults to link
clicks for campaigns when you set them
up from scratch with the catalog sales
objective if you've got an ecommerce
store you're going to want to change
that to conversion events and this is
where you would choose your conversion
event mine isn't connected but you would
typically have purchase as the event
type that you want to optimize for and
down here the attribution setting
defaults to seven days after click and
you get charged by the impression then
we click on next and this is where we
create
our ad so if you've got an instagram
account you want to connect that to and
by default the ad setup is dynamic
formats creative and it's entirely up to
you as to whether that's something that
you use i would experiment with this
feature on and off but i'm just going to
leave this on for the moment you may
find that initially if you've just
created catalog that it doesn't feed
into the ad i find if you just turn off
the dynamic formats in creative and then
turn it back on again then you'll get
some of your products showing up now in
the ad preview by default it will
contain the first product in your
catalog but will show
products that people have looked at or
that it thinks that they might want to
know based on on their behavior so no
one person is going to see the same
product every time so let's go down to
our primary text so there's a little
fish emoji everything a fish keeping
hobbyist needs for their aquarium only
one place in the headline this is where
we can include data from your catalog
feed so by default that will contain the
product name in the description that's
by default empty but you might want to
put in the price if your price data is
up to date the website url obviously
points to
your
url if you leave all these as the
default each of the cards in the
carousel will have a link that links
directly to that product page on your
website which is very handy
in the tracking you want to make sure
that you've got website events turned on
and you've got your pixel chosen mine is
showing up with an area here because
it's not connected but yours won't be
let's see how it would look on the
different placements so that's how it
looks in the mobile news feed let's have
a look at your instagram stories so
that's how it looks on instagram stories
once you're ready to go you can then
click on publish so that's how easy it
is to create a campaign with the catalog
sales objective now some of the pitfalls
with this that you want to watch out for
i've got some notes here one is ad
fatigue if you don't generate very many
sales from your website and you're using
that option that i showed you which is
people who have viewed or added to cart
but not purchased over the last 40 days
but there's probably not going to be
very many people in that audience so you
might want to make that period of time
larger or just have a very low budget
and keep an eye on the frequency of your
ads to make sure that ad fatigue isn't
sitting in people aren't seeing the ads
too often especially with a warm
audience i find anywhere around 10 to 20
frequency is fine and they might be
people who have added something to the
cart and they've just forgotten about it
and they won't mind getting a reminder a
few times during the day before they
complete their purchase and just to
reiterate it's really important you have
good product images and good product
data so good product names and pricing
as well if you want to be able to use
that data within your ads like i showed
in this example that's all for today's
video if you found this content useful
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and i'll see you in the next video
you