Very rarely, when a user enters the site, he makes a purchase immediately. This does not always mean that he is not interested in your product. It is possible that he was influenced by distractions that prevented him from making a purchase right away. It is for such cases that dynamic retargeting is provided.
What is dynamic retargeting?
Dynamic retargeting is a tool with which the user can show as advertisements those products with which he directly interacted on the site. The interaction can be different: from viewing the product to adding the product to the cart without a subsequent purchase…
What does an ad look like?
Typically, dynamic retargeting ads contain:
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an appeal to the user, which ideally describes his interaction with the product;
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product or a list of products with which the user interacted;
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a call to action in the form of a button, by clicking on which, the user gets to the product card.
What do you need to set up dynamic retargeting?
Setting up dynamic retargeting consists of 3 steps:
1) pixel setting;
2) loading the feed;
3) setting up audiences.
What Pixel Facebook?
Pixel Facebook is a piece of code that is installed on the site and allows you to record user actions on the site for further work with this data. When a user visits the site and performs any action (for example, views a product), the pixel captures this action and sends it to the ad account.
The pixel is needed for Facebook to see and understand what is happening on your site after it sends users.
How to install a pixel on a website?
Step 1. In the Facebook ad account, go to the “Pixels” section.
Step 2. In the window that opens, click on the “Add Data Source” button and select “Facebook Pixel”.
Step 3. Next, add the name of the pixel that you understand.
Step 4. Choose the appropriate option for installing the pixel code. In our case, this will be a self-installation of the code.
Step 5. In the window that opens, the pixel code will appear, as well as detailed instructions for installing it, following which you can easily add the pixel code to the site yourself.
By default, a pixel records only the user’s visit to the site. In order for the pixel to record the actions on the site in which the site owner is interested, it is necessary to set up events.
Events are chunks of code that tell the install pixel that the user has taken an action.
After installing the pixel, an item opens with a list of standard events that can be installed on the site. All that is required is to select the event of interest and configure it following the instructions.
For online stores, it is recommended to set up at least three events:
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adding an item to the cart;
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product view;
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purchase.
You can check the correctness of the pixel and events using the browser extension – Facebook Pixel Helper.
You can find out more about the extension in the help.
Loading a feed
Product feed is data about your products that you want to advertise. For more information on how a feed should look, what its requirements are, and how to create it, see Facebook Help.
Before uploading your feed to Facebook, you need to verify it. You can do this by following the link.
All you need to do is select the type of catalog, as well as insert the text of the feed itself.
Next, let’s move on to uploading the feed.
Step 1. In the advertising office, go to the “Catalogs” section.
Step 2. Select the appropriate category. For an online store, this is E-Commerce.
Step 3. Next, select the item “Download information about goods” and specify the name of the catalog.
Step 4. After creating the directory, proceed directly to uploading the feed. To do this, go to the “Product data sources” tab and click the “Add new product” button.
Step 5. In the window that appears, select the “Use data feed” item.
Step 6. At this stage, select the option to download the feed. There are two boot options:
1) one-time download;
2) download on schedule.
The first option is suitable if you have several products on your site and the data on them does not change. The second option is appropriate if the data on your products changes periodically and you need to keep this data up-to-date. If you select a scheduled download, you will also need to specify the link where the data feed is posted, as well as how often this feed needs to be updated. After specifying all the data, the feed is loaded.
Step 7. We view the downloaded products in the “Products” tab.
Do not ignore the requirements for setting up your feed, as this can lead to unwanted consequences.
Setting up audiences
In order to display ads for users who have performed any action on your site, you need to create lists of such users.
Step 1. In the advertising office, go to the “Audiences” section.
Step 2. In the window that opens, select the item “Create audience”, then – “Customized audience”.
Step 3. Then we select the item “Website traffic”, because we are interested in the events on the site.
Step 4. In the window that appears, select the conditions by which the user enters the created audience. Conditions are the events that we set up when creating the Facebook pixel. For example, if we are interested in users who have added a product to the cart, select the action type “AddToCart” and set the number of days.
As an example, consider creating an audience of users who have added an item to their cart in the last 7 days. To do this, select the “AddToCart” event of interest to us, enter the number of days – 7. Since we are only interested in those users who have not made a purchase on the site, we exclude from our audience visitors who made a purchase, that is, corresponding to the “Purchase” event.
After creating an audience, it will take some time for Facebook to collect a list of users that meet the specified conditions, after which these lists can be used in the settings of their advertising campaigns.
When set up correctly, dynamic remarketing is performing well. Therefore, this tool must be used, especially if you work with online stores.
