As many of you know, Google Shopping is a major slice of the pie when it comes to retail sales during the Holiday season. With that said, hopefully everyone has put in the work up front, and has a fully optimized data feed and well-organized campaign structure ready to go. If you manage Google Shopping Campaigns you are aware that your product feed is the key to success, so if it’s already robust and optimized, you may have just enough time to explore an alternative channel or ad unit to make the best of this heightened shopping period. The ad units below won’t necessarily work for every advertiser, but there’s a chance one may not be a part of your current marketing mix, and worth exploring more.
Facebook Dynamic Product Ads
I’ve tested Facebook Dynamic Product Ads and so far, I’ve been very impressed. If you have Business Manager, and an optimized product feed, this is a no brainer and is very easy to setup. The hardest step of the process is placing the Remarketing pixel throughout your site, but you have plenty of time to get this squared away. Once in place, you’ll upload your feed (I recommend an automatic fetch) and give it a few hours or so to process. There isn’t a Merchant Center via Facebook per say, but you will be alerted of any critical errors.
At its core, FDPA allows you to dynamically generate ads based on your product catalog leveraging the ad template you create. From there you will be able to show ads based off what users have viewed on your site and are potentially interested in. You can also create Similar Audiences based off these users, so if reach and scale is your focus during Q4, this may be a great complement to your Search and Google Shopping Campaigns. FDPA ads work on Facebook Newsfeed and Right Hand Rail, and also deliver on all devices, which will be huge as Mobile continues to grow over the Holiday season.
Required Feed Fields:
- Image Link
- GTIN, MPN, or Brand
Recommended Optional Fields:
- Google Product Category
- Product Type
Shoppable Trueview Product Ads
This is likely a lesser known ad unit (as it’s fairly new) but Shoppable Trueview Product Ads are pretty slick and in particular, appeal to the beauty and lifestyle retailers of the world. Shoppable Trueview Ads live within YouTube and are similar to the Google “Buy Button” which was recently announced. Shoppable Trueview Ads are a little different than the “Buy Button” because they will direct the user to the Retailer’s website rather than completing the purchase in-engine. Shoppable Trueview Ads are powered by the same technology as Google Shopping, and will only be charged if a viewer clicks on a product card, watches an entire ad, or completes at least 30 seconds.
So who does this make sense for? Do you have enticing video content? Product review videos? If yes, Shoppable Trueview ads are worth a shot. YouTube has over 1 million channels dedicated to reviewing products and also claim that review videos have grown over 50% year over year. Similar to FDPA, Trueview ads work seamlessly across mobile phones, desktop, and tablet which is great considering over 50% of YouTube views come from mobile devices. Sephora and Wayfair were both a part of the pilot program and have seen huge lifts in revenue per impression and video completion rates. More info, here.
Required Feed Fields:
- Image Link
- Brand, GTIN, or MPN (2 of 3 required)
Again, these ad units may not make sense for every advertiser, but if you’re looking for additional opportunity to scale this Holiday season, leveraging Facebook Dynamic Ads and/or Shoppable Trueview ads will help you get a leg up on your competition. If you have an optimized data feed, you’ve already done 90% of the work and past the hard part. Also, as mobile continues to grow, and users are streaming more and more on YouTube and engage on Facebook this Holiday season, make sure you’re ads are where your customers are. If you’re not, you bet your competition will be.