10 Best Practices to Optimize Your Product Feed and Build Substantial Promotion on Facebook
When you run ad campaigns from your online store, error-free required parameters are not enough.
You’ll need a high-quality data feed to increase conversion rates and ROI. Keep reading to see how you can adjust your online store data feed and develop efficient dynamic ads.
1. Get the Most From Additional Attributes
In addition to the required feed attributes, there are others marked as optional for dynamic ads. We suggest using these fields to create ad sets to make your ads more structured and conversion-focused.
For example, by using the product_type attribute, you can promote both the selected product and sets of related products.
Use both brand and product_type/google_product_category to arrange product sets and promote products of the same type and/or brand.
2. Don’t Ignore Customizable Fields
The custom_label attribute allows you to insert additional information about your item. For example, you can use it to identify the most marginal products and create a product set for them.
The value for you depends on the margin, so you can promote these ad sets with different bids and buying types.
Custom labels are up to you. Set any other parameters (figures or letters) that you think are appropriate for your product list.
Along with profit, possible features include:
- Seasonal popularity to modify bidding throughout the year
- Performance to control the bid for frequently purchased items
- Price point to control your costs
- Discount also to control the bid
3. Avoid Too Many Products in a Set
Normally you need an extensive set of products so that Facebook can pick the best ones for your audience.
Even so, you’ll need a balance between the size and scope of your product sets. In some cases, using a large product set may negatively affect your ROAS.
When you have a product set with items whose prices vary dramatically, ad delivery tends to skew towards the less expensive items. Oftentimes, these products sell more regularly organically.
For example, a large consumer electronics online retailer sells kitchen and home appliances that people don’t buy on a regular basis, such as refrigerators and washing machines. They also sell laptops, smartphones, and tablets, which a person would buy multiple times over the course of a few years.
And then there are faster moving items like headphones, chargers, cables, and accessories that can be a standalone purchase and are often added to a larger purchase.
When algorithms detect a high demand for certain products, they prioritize offering these products to users to achieve greater CVR. To avoid having the focus shift toward less expensive bestsellers, use the custom_label attribute to create product sets with a reasonable amount of equally performing items.
4. Retain Product Diversity to Optimize Your Product Feed
The optional item_group_id attribute enables you to mark variations of the same product and show only one in a dynamic ad.
For example, take a fashion retailer that has a hoodie in 10 different colors. To avoid displaying all of them in one dynamic Carousel and letting other items (jackets, jeans, etc.) be picked up by the delivery system, create an item_group_id. The algorithm will choose one product from this group to show in the ad.
5. Pay Attention to Product Excess
You may have too much of one product in stock because of a lack of interest and/or demand.
To solve this problem, create a separate product set and bid on it ad hoc (or use a sale/special offer promotion).
6. Make Deep Connections
Include deep link attributes in your product feed to lead users who click on a link in an ad to a specific product page rather than your home page.
If you collect statistics through both Pixel and SDK, you can retarget people with ads for the products they saw on your website but shift them to your mobile app.
Deep links from an app will lead a client directly from the ad to your product page. If the application is not installed yet, the link will open the corresponding App Store or Google Play page, and the product will appear along with the first launch.
7. Use Additional Images When Possible
In terms of product images, a primary image link is required, and any additional links are optional.
Using more than one image is ideal if you can (e.g. images with different angles, products in use, pictures from clients, etc.). This will make it easy to create a slideshow ad later on.
8. Use In-Feed Overlays with Key Product Attributes
Now that users surf the internet faster, it is important to ensure your images tell your product’s story straight away by acting at the feed level.
Feed images with added logos, prices, stars, ratings, sales, and offer labels can be used by Facebook as a source. This also guarantees accurate data at any given moment and increases the likelihood of a shopper clicking through to your online store.
With Aitarget’s overlays, TSUM, a big fashion retailer, saw a 50% greater return on ad spend and 2.5 times less CPM compared to plain images.
9. Showcase Your Product from All Angles in One Image
Content consumption patterns are also crucial. The faster you show all your products’ benefits, the better.
Use collage style to fuel your feed with single images that present your product from different angles.
10. Crop and Resize Product Images Securely
Adjustments to your images’ size or ratio shouldn’t lead to distortions, a drop in resolution, product damage, or general image quality loss.
Stick to a consistent aspect ratio for all your images in the feed and product layout. Facebook has a built-in feature for cropping product images, but all ratios should match (unless you want to cut out some parts of your product).
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