FACEBOOK FEEDS
Facebook Feed is structured data about products needed to launch targeted advertising and dynamic remarketing on the social network.
Feed is a text document in one of the formats for transferring tabular data (csv) or extensible markup languages (xml). It contains a photo, a brief description of the products and links to them, as well as additional data, such as a discount, if desired.
The feed is uploaded to the appropriate section of Facebook Business Manager and, after targeting, an advertising campaign is launched.
Dynamic remarketing is showing social media users ads of a website they have previously visited but did not buy anything. This attracts additional traffic and increases conversion.
To further increase conversion, you can set up retargeting by groups. For example, you can show certain products from the feed to those who receive newsletters from the store, subscribe to the brand's Facebook page, visitors to offline outlets, etc.
The information about users is collected by Pixel, a Facebook tool in the form of a code snippet that needs to be installed on the website. Facebook offers a set of ready-made integrations for popular platforms such as Magento, WooCommerce, Wix, Google Tag Manager, and many others. You can install the code manually on any platform using step-by-step instructions from the developer.
In addition, you can create a single feed table and use it for advertising on Facebook and Google. Feeds, as a tool for uploading products to ads, can also be created for marketplaces, for example, Hotline and Rozetka. The requirements for mandatory fields and formatting are slightly different, but the general appearance and principle of operation are the same.
Facebook requires advertisers to strictly fill in all feed fields so that the buyer can immediately see everything important about the product. Each product needs to be assigned a unique id, fill in the title and description descriptions, and describe the properties - availability (available, unavailable, on pre-order), condition (new, refurbished, or used), price, brand, and other optional ones. You can specify the color, another price, but with a discount, the time until which the promotion is valid, and so on. Also, be sure to provide a link to the product and upload an image with a resolution of (1200x630) or (600x600) if you want to display several photos in the carousel.
Facebook Feed can use for targeting not only all the data collected in the Pixel account, but also information from advertisers with a ready-made customer base. In the audience settings, you can upload your .csv or .txt file with phone numbers and e-mail addresses of customers. After launching the data mapping, Facebook will start selecting users that match the specified audience parameters, such as age or gender, including within the uploaded database to reach everyone. In addition to the classic segmentation options based on geolocation and demographics, Facebook can highlight those who have visited your site a certain number of times or spent more time on it than other users. Show ads only to iPhone owners or to those who have already made a purchase from you for more than a certain amount - Facebook allows you to freely test any advertising strategy.
You can set a fixed amount of spending per day or a budget for the entire campaign. The first option is more profitable at the start to attract the maximum number of customers and test strategies, and the second is an affordable solution that is just as beneficial if you already know exactly what result you want to get. In each of the budgets, you can specify a detailed time of display and when it will be inconvenient for you to process requests. You can also optimize your budget by setting a goal. What's better, impressions, clicks, page visits, or new customer acquisition, depends on the campaign objectives and audience size.
Facebook's algorithms do their best to optimize the ad setup and its ultimate effectiveness. For example, the choice of placement depends on the device the user is viewing the page from and other parameters, and you can check the feed for errors before launching it online. The Facebook Ads dashboard has a tab called Feed Analyzer. It checks data from the feed, regardless of which of the allowed formats is used - ATOM and RSS XML, CSV, TSV, XML. The main thing is that the file must have the appropriate formatting. It is enough to fill in the code in a special field and the system will find where the wrong information is specified or not at all. Critical errors that will not allow you to run ads are highlighted in red, and those recommended for correction to improve efficiency are highlighted in yellow.
Facebook Feed is a convenient way to structure product data for advertising on the social network, without which you can't launch an effective marketing campaign. If Google Shopping does almost everything for you, Facebook Feed, on the contrary, gives you maximum opportunities for creativity. Although you can use the same feed for advertising only by converting Google Sheets into a format that Facebook accepts, it is up to you to decide to whom, how, and when to show ads on the social network.
If your target audience uses Facebook, you should try to launch product ads. Even with minimal bids, with the right targeting, you'll see an excellent return on investment and get to know your customers better to improve all areas of marketing.
Ecommerce Development Services Ecommerce Development Services
We help to build a successful ecommerce business with flexible, scalable and custom solutions. Using our wide expertise, we guide companies through the complexities of ecommerce efficiently, with solutions that adapt to their unique needs.