Tripled CTR. and. reduced CPC by. 73% with Facebook Dynamic Product Ads and a perfect product feed

Transcription

1 Tripled CTR and reduced CPC by 73% with Facebook Dynamic Product Ads and a perfect product feed

2 INTRODUCTION The client is a successful American online shoe retailer that has grown over the past 20 years to provide style and comfort to shoppers around the world. As with most online shops, they rely on product visibility across various online shopping destinations to generate website traffic and ultimately to secure sales. In order to get their products listed on these destinations, the retailer submits a custom product data feed to each. The feeds contain a list of all products sold and their individual attributes. The better the quality of this feed, the better the performance will be. The merchant has three different websites for which it needs to manage and distribute product feeds. The feeds for these sites contain over unique products each. It s no surprise that managing this data and customizing product data feeds for all the shopping channels they partner with would present some challenges. That s where Productsup came in. HOW PRODUCTSUP HELPED Productsup has been particularly helpful in three ways: 1. More control As the platform is very userfriendly with a clear overview of product data, I can take ownership of my feeds and don t need to rely on anyone. 2. Time saving Since I have the power to make all changes myself, there is minimal turnaround time between requests and changes. 3. Money saving Since we started taking the work in-house, we ve saved a considerable amount of money that was previously spent on outsourcing product data management. Productsup prepared feeds for some of the biggest and most profitable online shopping channels, such as Google Shopping, Bing Shopping and Polyvore.

3 FACEBOOK: A NEW MARKETING CHANNEL FOR ONLINE RETAILERS With the more recent expansion of e-commerce to the social media landscape, the retailer adjusted its marketing strategy to incorporate one of the leading social networks: Facebook. Facebook has been offering a number of different advertising opportunities for many years, but it was the introduction of Facebook Dynamic Product Ads (DPA s) in 2015 that really changed the playground for online retailers. Using a smart ad template, DPA s have made it possible for online retailers to: automatically promote relevant products from their entire catalog to the right consumer at the right time across any device. As is the case with more traditional product ads, Facebook DPA s are created by pulling information about your products from the product data feed, a.k.a. product catalog that is supplied. Hence, the vendor turned to Productsup to begin customizing a feed for Facebook.

4 IMPLEMENTATION The client s feed could very quickly be matched to Facebook s format requiremnts. The feed was scanned for quality control and using a multitude of data edit boxes, we could edit the availability of products, replace words and enhance feed columns at the click of a button. All in all, a high quality, Facebook-optimized product feed for all 3 websites could be prepared in just one day. Setting up the feed for Facebook was a piece of cake and it took no time at all. The tool offered helpful formulas that allowed me to tweak the feed to our needs! Once the feed had been submitted to Facebook, it was time to set up and implement DPA campaigns. Given Facebook s advanced targeting capabilities, combined with its treasure chest of user data, the retailer was able to retarget and narrow down on specific consumers with highly relevant ads. They could individually target shoppers that had viewed specific products on their website, as well as those who added products to their cart, while also upselling and cross-selling products to people who had previously made a purchase. Layer targeting further helped exclude shoppers who made a recent purchase so as to avoid showing them products they had already purchased.

5 RESULTS Through a seamless integration and a high quality product data set, the vendor managed to take their online sales to new levels, with Facebook DPA becoming one of their strongest formats, generating one of the highest ROAS. It s really great how quickly we could get the product catalogue up and running for Facebook Dynamic Product Ads. We use many different channels for paid placement and DPA s are definitely one of our strongest formats. Among other findings, the following results were recorded when compared to static Facebook campaigns: CTR 3.12 x higher CPC 73% lower ROAS 2.4 x higher We re really excited to see what the future holds for product based display ads for the industry. What we do know is that with Productsup we can add new, global export channels quickly, confidently and most of all successfully.

6 ABOUT PRODUCTSUP Productsup is the preferred tool for product data management and feed creation. The cloud-based platform enables you to collect, to optimize and structure product data, and to distribute customized product feeds to unlimited shopping destinations quickly and easily. The solution addresses the individual needs of e-commerce merchants, agencies and data aggregators alike. For more information, visit