Hey everyone, welcome to the
Facebook Ad Hacks podcast.
I'm your host, Rod Bland,
and in this podcast, I talk
about how to get better
results from your Facebook and
Instagram digital marketing,
and the many lessons that
I've learned from being in
the business of e-commerce
for the last 20 years.
Enjoy today's episode.
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 e-commerce store.
So that's what today's video
is going to be all about.
Now, because I recorded
this as a video with screen
capture, you might want
to see the actual video
itself, and I'll put a link
to that in the show notes.
Let's jump into it.
Hey I'm Rod.
I'm the owner of
Rod Bland Agency.
I'm a former e-commerce
business owner.
I ran my own 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 e-commerce
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 and I
really don't know why.
So I'm going to show you
how you set up a campaign
with the catalogue 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 you can get the best
performance from your ads.
So let's jump on the computer.
I'm here in my demonstration
ad account 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 catalogue
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.
Then we're going
to give it a name.
I like to use my initials,
DPA standing for dynamic
product ad and then the
objective, which is catalogue
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 DPA
carousel catalog sales.
Then we click the
continue button.
This takes us into the
campaign set up 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 ads to.
Now by default, this is
set to find prospective
customers even if they haven't
interacted with your business.
What I find is really useful
is to re target ads to people
who've 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 to people who
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've 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
catalogue sales objective.
If you've got an e-commerce
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.
Then 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 too.
By default, the ad set up 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
your catalogue, that it
doesn't feed into the ad.
I find if you just turn
off the dynamic formats
and creative, and then
turn it back on again,
then you'll get some of
your products showing up.
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 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,
all in one place.
In the headline, this is
where we can include data
from your catalog feed.
So by default, that would
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.
And 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
error here because it's not
connected, but yours won't be.
Let's see how it will 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.
That's how it looks
on Instagram stories.
Once you are 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
14 days, 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 setting 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 that 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.
Thank you so much
for listening.
If you found this episode
useful, here's two ways
I can help you grow
your business for free.
Firstly, subscribe to my
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Secondly, join my free group
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I can bring on the show.
I'll catch you in
the next episode.