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This file was generated by Descript 

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Hey everyone, welcome to the

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Facebook Ad Hacks podcast.

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I'm your host, Rod Bland,

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and in this podcast, I talk

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about how to get better

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results from your Facebook and

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Instagram digital marketing,

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and the many lessons that

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I've learned from being in

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the business of e-commerce

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for the last 20 years.

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Enjoy today's episode.

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If you own an e-commerce

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store and you've got a large

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number of products, which

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you'd like to advertise on

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Facebook, but you don't want

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to have to go create loads

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and loads of ads, or you're

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not sure which products you

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should use in your advertising

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because you've got a limited

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budget, then you should

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definitely have a look at

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creating a campaign with

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the catalog sales objective.

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Not many people talk

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about this particular kind

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of campaign, but I find

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this is always a really

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good mainstay if you've

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got an e-commerce store.

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So that's what today's video

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is going to be all about.

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Now, because I recorded

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this as a video with screen

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capture, you might want

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to see the actual video

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itself, and I'll put a link

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to that in the show notes.

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Let's jump into it.

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Hey I'm Rod.

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I'm the owner of

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Rod Bland Agency.

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I'm a former e-commerce

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business owner.

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I ran my own e-commerce

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business for 16 years,

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sold it to my competitor

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a couple of years ago.

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And now through my agency, we

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help people set up optimize,

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maintain, and generally do

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a lot better with Facebook

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and Instagram advertising.

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So in today's video, I'm going

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to talk about campaigns with

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the catalog sales objective.

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This particular kind of

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campaign is one that's very

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handy where you've got a lot

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of products in an e-commerce

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store and you want to be able

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to set up an ad that will

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automatically show people

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products that they might be

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interested in from your store

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without having to constantly

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update your creative,

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create new ads all the time.

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It's a very handy campaign

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type and I don't see many

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people using it and I

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really don't know why.

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So I'm going to show you

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how you set up a campaign

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with the catalogue sales

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objective, some of the

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prerequisites, things that

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you need to have in place,

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and also talk about some of

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the pitfalls that you want to

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avoid so you can get the best

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performance from your ads.

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So let's jump on the computer.

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I'm here in my demonstration

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ad account and just

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a couple of caveats.

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To be able to create a

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campaign with the catalog

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sales objective you

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have to have a catalog

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set up in Facebook.

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I'm not going to cover how you

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do that in today's tutorial,

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but the way that you go about

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setting up a catalog is going

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to vary depending on which

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e-commerce platform you use.

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Shopify or Woocommerce

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or Magento, they all have

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built-in ways for you to

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set up a catalog that will

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automatically synchronize the

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products that you've got on

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your website with a catalogue

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that is set up in Facebook.

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You want to make sure

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that you've got good

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quality product photos.

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You've got up-to-date

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pricing, you've got

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up-to-date stock levels.

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They're the main things

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that you're going to need

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to be successful with

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your dynamic product ads.

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So to get started, we

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just click on create, and

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we choose catalog sales.

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Next we choose a catalog.

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Now this is in my

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demonstration account so

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it's not actually connected

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to a pixel, but you want

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to make sure that yours

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is connected to a pixel.

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Then we're going

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to give it a name.

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I like to use my initials,

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DPA standing for dynamic

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product ad and then the

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objective, which is catalogue

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sales, and the date.

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In the ad set,  we're

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promoting view added

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to cart 180 days.

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I'll be able to explain

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that a little better once

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we get into the ads manager.

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For the name of the ad itself,

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we're going to give it DPA

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carousel catalog sales.

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Then we click the

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continue button.

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This takes us into the

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campaign set up screen.

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So I'm going to turn on

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campaign budget optimization

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because I may have more

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than one ad inside so

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I'm going to want to

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take advantage of that.

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I'm just going to set the

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budget to $10, just depends

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on the volume of sales that

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normally would go through

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your website as to what sort

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of budget you would use.

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So now we're at the ad set

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level and this is where

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we choose what products

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we want to promote.

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So by default, if you've

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just created a catalog,

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it'll have one product set

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inside it, but you can create

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additional product sets

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that contain a subset of the

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products within your catalog.

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The budget and schedule, we're

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going to leave that as is.

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In the audience section, this

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is where we want to decide

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who we want to show ads to.

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Now by default, this is

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set to find prospective

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customers even if they haven't

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interacted with your business.

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What I find is really useful

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is to re target ads to people

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who've interacted with your

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products on and off Facebook.

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And here, the default option

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is to promote products from

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the All Products product set,

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which is selected up here

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to people who have viewed

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or added those products to

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cart in the last 14 days.

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It also includes people who

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haven't purchased, so it's

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a very specific retargeting

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type of setup, and you can

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change this up to 180 days.

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You've got all these

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other options too.

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You can choose to promote

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products to people who

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have added to cart,

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but not purchased.

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You can upsell to people

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who have added products to

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their cart, and there's no

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distinction as to whether

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they've purchased or not.

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You can also cross sell

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products to people who have

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actually purchased from

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a specific product set,

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and you can also have any

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combination that you want.

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Now, because we are

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essentially creating a

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custom audience through our

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option here, we don't need

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to include any additional

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audiences down here.

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In the placements, I'm

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going to leave that as

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automatic placements.

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In optimization for ad

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delivery that always

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defaults to link clicks for

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campaigns when you set them

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up from scratch with the

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catalogue sales objective.

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If you've got an e-commerce

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store, you're going

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to want to change that

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to conversion events.

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And this is where you would

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choose your conversion event.

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Mine isn't connected, but

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you would typically have

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purchase as the event type

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that you want to optimize for.

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Then down here, the

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attribution setting

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defaults to seven days

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after click and you get

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charged by the impression.

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Then we click on next,

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and this is where

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we create our ad.

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So if you've got an

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Instagram account, you

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want to connect that too.

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By default, the ad set up is

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dynamic formats, creative,

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and it's entirely up to

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you as to whether that's

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something that you use.

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I would experiment with

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this feature on and off,

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but I'm just going to leave

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this on for the moment.

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You may find that initially

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if you've just created

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your catalogue, that it

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doesn't feed into the ad.

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I find if you just turn

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off the dynamic formats

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and creative, and then

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turn it back on again,

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then you'll get some of

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your products showing up.

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In the ad preview by default,

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it will contain the first

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product in your catalog, but

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will show products that people

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have looked at, or that it

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thinks that they might want to

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know based on their behavior.

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So no one person is

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going to see the same

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product every time.

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So let's go down to

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our primary text.

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So there's a little fish

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emoji, everything a fish

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keeping hobbyist needs

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for their aquarium,

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all in one place.

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In the headline, this is

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where we can include data

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from your catalog feed.

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So by default, that would

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contain the product name.

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In the description, that's by

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default empty, but you might

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want to put in the price, if

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your price data is up to date.

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The website URL obviously

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points to your URL.

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If you leave all these as the

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default, each of the cards

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in the carousel will have a

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link that links directly to

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that product page on your

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website, which is very handy.

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And the tracking you want

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to make sure that you've got

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website events turned on and

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you've got your pixel chosen.

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Mine is showing up with an

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error here because it's not

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connected, but yours won't be.

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Let's see how it will look

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on the different placements.

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So that's how it looks

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in the mobile news feed.

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Let's have a look at

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your Instagram stories.

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That's how it looks

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on Instagram stories.

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Once you are ready to go,

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you can then click on publish

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.
So that's how easy it is to

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create a campaign with the

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catalog sales objective.

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Now, some of the pitfalls

00:07:08.504 --> 00:07:09.254
with this that you want

00:07:09.254 --> 00:07:10.334
to watch out for, I've

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got some notes here.

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One is ad fatigue.

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If you don't generate very

00:07:14.249 --> 00:07:16.079
many sales from your website

00:07:16.109 --> 00:07:17.699
and you're using that option

00:07:17.699 --> 00:07:18.569
that I showed you, which

00:07:18.569 --> 00:07:20.719
is people who have viewed

00:07:20.719 --> 00:07:22.069
or added to cart, but not

00:07:22.069 --> 00:07:22.939
purchased over the last

00:07:22.939 --> 00:07:23.869
14 days, there's probably

00:07:23.869 --> 00:07:24.649
not going to be very many

00:07:24.649 --> 00:07:25.579
people in that audience.

00:07:25.579 --> 00:07:27.309
So you might want to make that

00:07:27.309 --> 00:07:29.789
period of time larger or just

00:07:29.789 --> 00:07:31.212
have a very low budget and

00:07:31.212 --> 00:07:32.682
keep an eye on the frequency

00:07:32.712 --> 00:07:34.632
of your ads to make sure that

00:07:34.752 --> 00:07:36.232
ad fatigue isn't setting in.

00:07:36.232 --> 00:07:36.902
People aren't seeing

00:07:36.902 --> 00:07:37.862
the ads too often.

00:07:37.962 --> 00:07:38.742
Especially with a warm

00:07:38.742 --> 00:07:39.952
audience, I find anywhere

00:07:39.972 --> 00:07:42.012
around 10 to 20 frequency

00:07:42.012 --> 00:07:43.092
is fine, and they might

00:07:43.092 --> 00:07:43.872
be people who have added

00:07:43.872 --> 00:07:44.742
something to the cart and

00:07:44.742 --> 00:07:45.612
they've just forgotten about

00:07:45.612 --> 00:07:46.632
it, and they won't mind

00:07:46.722 --> 00:07:48.122
getting a reminder a few

00:07:48.122 --> 00:07:49.202
times during the day before

00:07:49.202 --> 00:07:49.982
they complete their purchase.

00:07:50.422 --> 00:07:51.562
And just to reiterate, it's

00:07:51.562 --> 00:07:52.342
really important that you have

00:07:52.402 --> 00:07:54.382
good product images and good

00:07:54.382 --> 00:07:56.062
product data, so good product

00:07:56.062 --> 00:07:58.252
names and pricing as well,

00:07:58.352 --> 00:07:59.762
if you want to be able to use

00:08:00.032 --> 00:08:01.832
that data within your ads,

00:08:01.862 --> 00:08:03.282
like I showed in this example.

00:08:03.406 --> 00:08:03.976
Thank you so much

00:08:03.976 --> 00:08:04.486
for listening.

00:08:04.726 --> 00:08:05.746
If you found this episode

00:08:05.746 --> 00:08:06.976
useful, here's two ways

00:08:06.976 --> 00:08:07.636
I can help you grow

00:08:07.636 --> 00:08:08.656
your business for free.

00:08:08.856 --> 00:08:10.116
Firstly, subscribe to my

00:08:10.116 --> 00:08:12.686
YouTube channel at rodsyt.com.

00:08:12.956 --> 00:08:14.496
Secondly, join my free group

00:08:14.496 --> 00:08:16.646
at rodsgroup.com, and finally

00:08:16.676 --> 00:08:17.996
leave me a five star review so

00:08:18.026 --> 00:08:19.106
that I can reach more people

00:08:19.106 --> 00:08:20.036
and I can get the attention

00:08:20.036 --> 00:08:21.356
of some amazing guests that

00:08:21.356 --> 00:08:22.196
I can bring on the show.

00:08:22.446 --> 00:08:22.886
I'll catch you in

00:08:22.886 --> 00:08:23.656
the next episode.