Facebook Ad Optimization Guide

by Ben Culpin, on Mar 4, 2019 3:36:59 PM

In this article we want to outline how you can get optimized results from your Facebook product catalog.

So instead of just displaying your products, you are making sure they are performing well and driving sales effectively. The key to success here is ensuring you have a complete and detailed feed, making sure you’ve included all the information you customer might want.

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First things first, you need to make sure you data is Clean

Even though a lot of product-feed advertising can be easily automated nowadays - ensuring you have interesting and engaging data makes a real difference. You need to see your product data as representing the format that your final Facebook product ad will take.  

That’s why you should make sure all your product data is:

1 Complete

Ensure missing or empty fields are filled in. Use a tool like productfeedanalyzer.com to check this.

Product title Color Product title Color
Berghaus hillwalker jacket  (blank) Berghaus hillwalker jacket red

 

2 The same throughout

H & M H&M
Hennes and Mauritz H&M
h&m H&M


3 Makes sense 

 Berghaus [*Hillwalker*]  jacket </b> Berghaus hillwalker jacket

 

The second recommendation Custom labels

Custom labels are an attribute within the product feed. These can be set up in your shopping
campaigns, allowing you to group, filter and structure your products in order to apply your product listing ad strategies.
 
Make use of these for different Facebook Ad types:
 
facebook-Destination-Ads-iconFacebook Destination Ads
 
facebook-Automotive-Inventory-Ads-iconFacebook Automotive Ads
 
facebook-dynamic-Ads-icon Facebook Dynamic Ads
 
Facebook-real-estate-ads-icon Facebook Real Estate Ads
 
facebook-Hotel-Ads-iconFacebook Hotel Ads
 
 
You might, for example, want to use a different bidding strategy for some items in your feed.
Alternatively, you might want to bid less for certain items in clearance, so could create a custom label for them

 

The image below shows the results we were able to help our client, Festmagasinet, achieve simply by setting up custom labels. You can read how we did it here. 

festmagasine results

 

The third recommendation - Adding optional fields

 

For Facebook, there are loads of additional fields that you can add to your product data feed to boost its performance.

And adding optional attributes helps:

  • The Facebook algorithm to find the most relevant buyers for your ads.
  • Users better understand your product and how they can use it
  • Advertise more effectively

 In the table is a list of some optional fields for a Facebook feed - we've outlined why you should include them in your feed and how to do so. 

Field What  Advice Why

 

 gender

 

 age_group

 

 

 

 

Define audience type. Including this for relevant listings helps narrow your audience. But remember that not all Facebook users give this information, so be careful not to, for example, target only males.   More accurate ad matching.
google_product_category

 

product_type

Define category of the products. For best results be as specific and granular as possible - down to at least 3 levels. Improved ad matching.

 

More reporting options.

Better targeting.

color

 

pattern

material

 Add product properties.  Use common colors like “blue” rather than something less searched, like “navy” or “indigo.”  Better ad matching.
shipping

 

shipping_weight

Include your shipping information.   Shipping is hugely important when it comes to online shopping. Give all the shipping details so your users know what is going on upfront. 

 

And finally, use Image Transformation

 

Optimizing your ad images is one of the biggest opportunities available to those selling on Facebook and Instagram.  With on average 1.7 seconds to capture viewers attention with Facebook ads, images are responsible for up to 90% of an ad’s performance.

Using WakeupData’s Image Transformation tool lets you automatically turn each and every product into a perfect ad. Create your own templates by adding your unique branding, borders, promotional text and seasonal messages.

anonym screenshot Facebook ads 

The more info your feeds have, the more relevant your ads will be - meaning you can get connected to the right customers. Including some of these optimization techniques can change your Facebook Ads from simply being listed to being high-performing sources of revenue for your online store.

Optimizing your product data is important, no matter which sales channels you are selling on. This article on product optimization from Conversific looks at why it is vital for digital marketers who want to help their clients sell more online. 

Want to learn more about your Dynamic Ad campaigns? Check out our free Facebook Dynamic Ads ebook, which takes you through the How's, Why's and What's of running effective, optimized campaigns that build revenue. 
 
Facebook-Dynamic-Product-Ads---ebook-preview (1)
Dynamic Ads eBook
Topics:tips & tricksProduct Feed ManagementFacebook AdsInstagram