how to use dpa facebook ads

How to Run DPA Campaigns (Facebook Ads Secret Weapon)

hello guys and welcome back to the,channel my name is jack i'm the founder,here at cenarius we're a marketing,agency based in london that helps,e-commerce brands set up effective,campaigns on facebook and instagram,and in this week's video we're going to,be talking about one of the most,powerful tools you can leverage within,facebook ads,that's going to allow you to re-target,people automatically based on actions,that they've taken,on your site it's honestly one of the,easiest ways to have success with your,retargeting campaigns,and if you stick around to the end of,the video what we're going to do is jump,into the ad account and show you how you,can set them up,within your own ads manager and have,great success,running retargeting campaigns so i have,a bit of a presentation ready for you,guys,and what we're going to be talking about,today is what are dynamic product ads,why you should be using them and how you,can set them up within your own ad,account and as i said we'll go into a,brief example,of how you can do that okay so how to,run dynamic product ad,retargeting campaigns as i mentioned,what we're going to be talking about,today is,what are dynamic product ads why you,should be using them,and how you can set them up within the,ad account,so what are dynamic product ads um,dynamic product ads are facebook,campaigns that changed ultim,the change automatically based on,actions that a user has taken,on your website so a few examples of,what that looks like,you have a dynamic product ad for the,same product,so let's say a potential customer is on,your site,and they actually view one of the,products you're able to re-target,that same user with ads specifically,created,based on the products that they visited,so targeting people who viewed a,specific product but not bought yet,with an ad for that same product to get,them to purchase and you can start to,imagine how powerful this can be,imagine one of your potential customers,has viewed one of your products but got,distracted,um you know whatever the case may be and,then you re-target them with that exact,same product with a hyper targeted,marketing message for that product,specifically,they're very likely going to remember,that product and go ahead,and purchase the second type of dynamic,product ad campaign that you can run,is a cross-cross-selling dynamic product,ad which is serving,ads of similar products that a consumer,has already purchased,that's a really really great way to,increase the lifetime value of your,customer,by serving them ads for products that,they're,they are also likely to be interested in,so for example let's say you're a beauty,brand,and you sell both um skin care products,and,beauty products for example and let's,say someone has bought from your,skincare line you can sell them products,for,from your beauty line that they might,also be interested on for example based,on the type of skin care products that,they've chosen,the last type of dynamic product ads is,an upsell dpa which is targeting people,who have,added items to their cart with a bundle,offer so,let's say someone has added an item to,cart but they've not yet purchased,you're able to retarget that same user,with,a bundle offer to get them to purchase,at a higher average order value,so that's also really really powerful,okay,so why should you be using dynamic,product ad,campaigns so as you can imagine these,are very hyper targeted campaigns that,are likely to have very high relapse,in many cases we're only setting those,budgets around five to ten,five to fifteen dollars a day and we're,getting,around five times roast on these sort of,campaigns because as you can imagine,those are people who have,already been interested in your brand,they've shown intent to purchase,those specific products and you're,targeting targeting them,specifically with those products or,potentially on cross-selling products as,well,the second reason you should be using,these campaigns is you're capitalizing,on potential lost,sales so as i mentioned in the previous,example,a lot of people might be uh looking to,buy one of your products from your store,and then they get distracted for,whatever reason they've added an item to,cart and then,you know their wife called them to,dinner or whatever the case may be,and so being able to re-target those,same people you're capitalizing on these,sales that,um would have gone through before that,consumer was distracted dynamic product,campaigns,also allow you to increase your average,order value and lifetime value,mainly through the cross sell and upsell,campaigns you can increase your average,order value by upselling people so,imagine someone,was gonna buy a product from your store,for 30 dollars,perhaps you can hit them with a dynamic,product ad for a bundle offer,that's more around 60 and that way,you've doubled,the order value right there and overall,you can increase your average order,value that way,in terms of the lifetime value that's,also something really really important,to capitalize on,by serving dynamic product ads to people,who have already purchased from your,store,giving them products that they might,also be interested in you're increasing,that lifetime value for the consumer and,having them,buy more than once from your store it's,also automatic um i do apologize for,this type of right here they should say,automatic,it's a set it and forget it uh kind of,campaign where you don't have to keep,iterating the creatives,um you just set it and it automatically,serves ads to your users,as they add different products to their,cart okay so how do you actually,set up a dpa campaign and what we'll do,is jump into the ad account,right now and i'll take you through the,creation process to create a dynamic,product ad campaigns,and do so effectively so uh,we're in the other account right now and,before we can create,a dynamic product ad campaign what we,first need to do,is um connect our product catalog,to the facebook ads backend if you,haven't done this already i'll put up a,video in the suggested cards on how you,can actually do that,and if you'd like to check whether or,not your product catalog is actually,connected,what you can always do is go to business,settings right here,and if you scroll down to data sources,you can click on catalogs and you'll be,able to view the catalogs that are,available to you,if nothing shows up right here that,means you haven't connected your product,catalog,to your store and it's a very easy and,simple process and again i'll put a,video up in the suggested cards,if you'd like to learn how you can,actually do that now once you've,connected your product catalog,to the facebook platform what you can do,is create,a dynamic product advertising campaign,directly so what you want to do is click,create right here,and then from the options what you'd,usually be,choosing as your campaign objectives,conversions but in this case what we,want to click on,is catalog sales so use your target,audience to show,people ads with items from your catalog,direct once we click that,you're able to choose the catalogue that,you have,again based on once you connect your,catalog to facebook,you'll be able it should come up right,here and you can name your campaign,let's just name this dpa example,and we'll leave the ad set later so,click continue right here so again,special ad categories we'll leave that,there click choose the right catalog,right there,and then we want to keep campaign budget,optimization off in this case,just because dynamic product ads usually,you are setting them at a quite a low,budget,so you you want to stay away from,campaign budget optimization,we will jump into the ad set right here,and depending on the objective that,you're going to have so again i gave you,guys three examples for dynamic product,ads if you remember the first one being,um people for products that they viewed,or added to cart before they've,purchased,or cross-selling those customers or,upselling so,depending on the objective that you want,to choose let's say we want to create,a um dpa campaign,for people who viewed,plus added to cart,but not purchased okay,um you can set a daily budget again,depending on how much traffic you're,getting to the store you can kind of,decide what budget you want to go with,but usually in most cases you shouldn't,be uh spending more than 15 to 20,dollars a day,on this sort of campaign because the,audience size is likely to be very very,small so,um i would suggest go with ten dollars,and see uh what sort of frequency you're,getting so how often people are seeing,your ads and what sort of returns you're,getting,and then you can adjust your budget,accordingly um for example if you have a,really high frequency,people are seeing your ads way too often,then you can lower down the budget,have it at around five dollars a day and,so that you could be spending profitably,and consistently,so um this is where you're going to,choose what sort of audience you're,going to go after,again you have two options retarget to,people who interacted with products and,on and off facebook find prospective,customers even if they haven't,interacted with your business,again with dpa usually you want to run a,retargeting campaign so we're going to,have this option right here clicked,and that's and down here is where you're,able to choose what sort of dpa campaign,you want to run so you can either have,viewed or add to cart,but not purchased which is pretty much,the objective that we are going for,right here,and again depending on how much traffic,you're getting on your site you might,want to make this,audience slightly larger uh to make room,for enough people to target with your,ads so,in this case if it's a small business,for example we'll go to around 30 days,to leave the audience as large as,possible,add it to cart but not purchased again,you have different options right here,if you want to upsell products and if,you want to cross-sell products,which is again can be a really really,powerful campaign and you can set those,up accordingly so for example crossout,products you can,send similar products that your,customers might like,based on what they buy of course so if,we scroll down then you have your,placements,some people like to leave this as an,automatic placement,i personally like to go with manual,placement and just go with,facebook instagram news feeds so what,we'll do is,facebook news feed instagram news feed,and instagram explorer down here,and then we'll just untick the stories,just because you're going to need,other dimensions for the ads on the,stories and in article ads right here,um we're just going to leave those empty,for now,and then we can go into the ad itself so,again you can name your ad,whatever you want let's just go with dpa,um,add to cart,plus view,content 30 days,so when we scroll down here you,definitely want to click dynamic formats,and creative,and what that's going to allow you to do,is again facebook's dynamically,and automatically going to create the ad,based on what your consumer has done or,what products,they are they viewed or added to cart on,your store,so when you use a catalog deliver the,format and add creative most likely to,resonate with the person,viewing so as you scroll down here you,should be able to,pick your catalog right here right here,and then you can choose,uh what sort of ad you'd like to show up,so a dynamic video,um a video or an image we can go with,image,for now um so again down here,you have the catalog so make sure that,the catalog that you want is set,and we'll leave that at dynamic video,and what will happen is a carousel ad,will be created automatically based on,the products that,the potential consumer might have added,to cart,and what's really powerful right here is,that you can actually add what's known,as catalog,fields and so you can add uh different,product names based on that are going to,change automatically based on what,products your consumer was potentially,interested,in and that could be really really,powerful so in your copy you can,actually call out the product that your,consumer has added an item to the cart,for example this is a hair care brand,right here called latier sagrada so,they have a shampoo a different bundle,kit a gift card a comb right here,so based on what products they viewed,they're going to get served ads for,any any one of those products and what,we can do in the copy as well to make,this ad,even more powerful is say something,along the lines of,hey thanks for your interest,in la tierra rada,we have left your product,in your cart for now,hundreds of customers,are ordering every day so be,sure to get yours,before items sell out so,what we're trying to do is create some,scarcity right here,and what we'll do as well is instead of,just we have left your product in your,cart what we can do instead is add a,add a at the name of the product field,right here so,hey thanks for your interest in latias,grada we have left your,product name so for example in the case,that they've actually,added the shampoo to their cart or,viewed the shampoo,this will come up in the ad so hey,thanks for your interest in latinos grad,that we have left your shampoo in your,cart for now,that's as you can see is very very,powerful this will be updated,automatically obviously based on the,product,that they actually uh view and you,create some skype,scarcity right here one thing i like to,do with the copy and dpa campaigns as,well is give them a special,discount code to kind of push them,across the line and get them to,purchase here is,here is a quick here is,a special,discount code,let's say 15 discount code,to complete your order today,and then you can just add what the code,is for example,15 and then that way you're even,incentivizing that consumer further,to actually go ahead and buy the product,make sure you are sending them to the,right page,perhaps the shopping page in this case,and then from there you'll be able to,track it from your pixel as well,and all you need to do is hit publish,and that will start running,automatically,and whenever someone who has uh added an,item to cart,plus viewed content in the last 30 days,but has not purchased,will receive an ad that looks exactly,like this and it will be updated,automatically based on what product,they viewed or added to cart and there,you have it guys,in today's video we talked about what,are dynamic product ad campaigns,why you should be using them and how you,can set them up with,within your ads manager hopefully you,started to get a general idea of how,powerful these sort of campaigns can be,because of how hyper targeted they are,and how they're able to increase your,average order value and your lifetime,value,if you did enjoy the video be sure to,like it and subscribe for more content,on paid advertising also leave us a,comment below on what sort of videos,you'd like to see next,and we'll see you guys in the next one

The above is a brief introduction to how to use dpa facebook ads

Let's move on to the first section of how to use dpa facebook ads