The DPA Book

LITE-VERSION Content

10 Optimal Use of Dynamic Product Ads in Your Funnel Anders Stokholm Jessen - VækstPartner, WeMarket A/S

28 Dynamic Product Ads & Creatives Niklas Bruun - Founder & Paid Social Specialist, NB Dig- ital

38 Internationalize Your Dynamic Ads on Facebook and Instagram Kasper Bengtson - CEO& Partner, bSocial

56 Copywriting - the Text for Your DPA Mathilde Christensen - Digital Marketing Specialist, Con- versio ApS

68 Product Sets in Facebook Dynamic Product Ads

Kasper Hamann - Ejer, Hundebøl Hamann

78 Always-on vs. Campaign Peaks - The Optimal Combination LITE-VERSIONMette Halborg Nielsen - Digital Marketing Consultant & Paid Social Strategist, No Zebra

92 Campaign Budget Optimization (CBO) Martin Molt Ipsen - Paid Media Lead, GORM Agency

110 Automate og Scale Your Collection of Newslet- ter Subscribers Allan Jørgensen - Founding Partner, Web2Media

124 Customer Segments are the Way to even Better ROAS Jacob Kildebogaard - Partner & COO, Ambition

134 $15.8 Million. Experience on Facebook Kristian Larsen - CMO & Partner, PL & Partners

146 Create New Customers with Facebook Dynamic Product Ads in a Full Funnel strategy Kent Lyager Laursen - Head of Traffic, IMAPCT Extend A/S

168 Use the Product Feed to Optimize DPA Morten Lindgren - Digital Marketing Director / Co-founder, LITE-VERSIONBlack Lemon 2 180 Lift Study - Test whether DPA is Worth It Jens Lundhede - SoMe-Specialist, Webstarters

192 A Mathematical Saline Injection for Facebook DPA Christian Højbo Møller - Digital Consultant, NoA Con- nect

206 How to Scale DPA During Prospecting Mikkel Rohde - Stifter & Facebook Marketing Konsulent, See Why Digital

218 Collection Ad - An Inspiring Ad Format Martin Sønderbæk - Indehaver, We Are Humans

232 Conversion Opportunities Lukas Spangaard - Founder, Adtivity

242 Spend Less Budget on New Customers - and Nurture Your Existing Ones! Morten Svinth - PPC Tech Lead & Senior Digital Mar- keting Consultant, Novicell

254 Use Dynamic Product Ads to Boost Sales from LITE-VERSIONYour Marketing Campaigns 3 Kasper Toxvig - Marketing Manager, Rito

LITE-VERSION 4 Welcome

Dynamic Product Ads. A marketing discipline that is relatively easy to get started with.

But with quite a hardcore engine under the hood.

An engine that we have experienced give amazing results. Es- pecially as platforms like Facebook get better and better at targeting the right people with the right products.

But many of the possibilities of Dynamic Product Ads are - by most eCommerces - unfortunately not utilized as well as they could.

Whether you’re already established or just starting out. Oppor- tunities like picking up leads effectively using DPA. Or how to segment best with Dynamic Product Ads to increase proﬁtability and repurchase rate. Or build video ﬂows whose sole purpose are to feed the DPA ads efficiently. Or all the experiences of using DPA best in conjunction with one’s campaign peaks.

Because of our software, Confect.io, we have had the opportunity to travel around the country and the Danish kingdom over the past year to talk to Denmark’s leading experts about Dynamic Product Ads. We wanted to make Denmark’s best tool for Dynamic Product Ads. So we wanted to collect ALL their gold nuggets about DPA.LITE-VERSION 5 The question we asked was always relatively simple: ”How do you make the most of Dynamic Product Ads?”

The question was simple - the answer was complex. For all the places we went - whether it was big agencies, former and current Facebook employees, the little nerds who knew the marketing doc- umentation on their backbone or ambitious startups who proudly told us about their latest growth hack - yes, they all had each their own grains of gold to share.

Each its own grain of gold that left us thinking: Damn - there are insane possibilities if this is used correctly.

So, here you have it.

Our collection of some of the best gold nuggets, hacks, experiences and frameworks within Dynamic Product Ads. Collected from some of Denmark’s sharpest Facebook minds. Learnings taken from experiments and split tests worth many, many millions of kroner.

The level starts from the beginner, who has only just dipped his toes in the DPA waters, and all the way up to the companies that want to scale their DPA spend to over +150,000 DKK/month.

The experts in the book range widely in areas of expertise within LITE-VERSIONFacebook - so we have ensured that ALL relevant topics about Dy- 6 namic Product Ads were exhausted.

We really hope this book will inspire you to boost your performance. 10% higher. 20% higher. 30% higher. And preferably even higher. Or open up new opportunities - whatever it is for prospecting or lead generation. In any case, we have been inspired - and hope that you will be, too. (And that your competitors will not ﬁnd out this book exists ;-))

Greetings from, The experts behind this book and the team at Confect.io.

LITE-VERSION 7 LITE-VERSION Optimal Use of Dynamic Product Ads in Your Funnel

Anders Stokholm Jessen VækstPartner, WeMarket A/S

LITE-VERSION Use DPA In Your Diﬀerent Funnel Steps

I have often found that Dynamic Product Ads (DPAs) are only used as part of the remarketing effort - most often as the last pre-purchase campaign.

This is the most obvious time to use DPA as a form of campaign.

Facebook even calls for it itself!

BUT, there is so much gold to be found in the DPA that it would be a shame to only hit the people who have seen an item or put an item in the basket in the last 14 days.

I would venture to say that 95% (maybe even more) of all campaigns using DPA are precisely intended as the last campaign in the remarketing ﬂow.

We have to change that!

In this chapter I will provide examples of how you can use DPA campaigns throughout your funnel.

The word “funnel” means “funnel,” and that is precisely how a marketing funnel should be seen.

You have the largest possible target group at the top. After LITE-VERSIONthis, your target group will be smaller - but also more qualiﬁed and 10 ready to buy.

In this chapter, I turn that funnel upside down. Why is that?

I do so to give examples of how you can campaign against the lowest hanging fruits ﬁrst. Then I come up with examples of how you can expand your campaign setup with DPA.

I will therefore start with the smallest but most ready-to-buy target group and then build on.

So instead of separating people, I want to build on - does it make sense?

 Advertisement The examples I use I have found via Face- book and included because they serve as good examples of optimal use of DPA campaigns in different stages.

LITE-VERSION 11 Boom Funnel - Closest to Purchase

Here is the aforementioned campaign in use:

Audience: All visitors who have seen a product or added an item to the cart on your website in the last 14 days.

Campaign Goal: Sales from Catalog/Conversions

 Depending on your product and industry, the period may be shorter or longer. If you have a product with a short shopping trip, you can advantageously run the campaign for less than the usual 14 days. It must, of course, be tested.

In this campaign, you may well be very aggressive in your call (CTA). Because it is the most ready-to-buy target group you are advertising to, you can easily encourage Buy instead of See more.

Use your enre product catalog

If you use your entire product catalog (with all your brands, product categories, etc.), you really do not know which products the recipient will display. Facebook makes sure to show the products LITE-VERSIONthat the person has previously looked at. 12 Therefore, you are also forced to have a general ad text around your webshop. For example. free shipping and returns, good re- views, fast delivery, price guarantee or anything else.

Use individual product sets in the same campaign.

The advantage of using individual product sets rather than your entire product catalog is that you have the opportunity to be much more speciﬁc in your ad text.

Let’s say you work at Zalando and you need to create a DPA campaign with individual product sets. Then you make one product set for dresses, one product set for skirts, one product set for trousers, etc. You can also do it on your brands.

When you do, you can also create a much more relevant ad text because you know what brand or category the person will see in the ad.

Using individual product sets requires 2 things:

1. That your target group is large enough (read: you have enough visitors to your webshop) LITE-VERSION2. That you have enough conversions in your campaign 13 How large your target audience should be depends on how many product sets you use.

No matter how many product sets you choose to use, my recommendation is that you also make 2 ads with your entire product catalog with signiﬁcant difference in the ad text.

It provides the best performance.

 When you create a campaign on Facebook with a goal of conversions, the campaign goes into a learning phase. Each product set must have 50 conversions within 7 days for the Facebook algorithm to perform best.

LITE-VERSION 14 Ad example:

A classic DPA campaign from INTERSPORT. Here, the ad is opmized with a tool (eg Confect.io), to ensure that the ads stand out in the crowd with custom background, price and savings.

We really want people closer to buying - and how can we get it with DPA?

We have seen really good cases using weekly campaigns. Mar- keting of very speciﬁc products gathered in one product set and advertisedLITE-VERSION out. 15 Audience:

• All people who have visited your website in the last 180 days

• All people who have interacted with your Facebook page in the last 365 days

• Recipients of your newsletter (Made as a custom audience in Facebook)

• All people who have placed an order in your webshop (Made as a custom target group in Facebook)

Campaign Goal:: Reach, Traffic or Conversions with View Con- tent/Product View as conversion.

Depending on the size of your audience, you can choose different goals for your campaign. If you have a small target group (eg 5,000-10,000 people), you are interested in reaching as many people as possible (Objective: Reach) - and not only the people that Facebook’s algorithm assesses have the greatest chance of conversion.

If your target audience is very large (eg 200,000+ people), you can let Facebook’s algorithm select the best (Goal: Conversions) - because there will simply be more of the “desired type” of people LITE-VERSIONstatistically. 16 The above people know your business. They may have even shopped with you before.

What we want to achieve with this campaign is reactivation of the target audience.

LITE-VERSION 17 Ad example:

LITE-VERSIONExample of a weekly / monthly campaign from Kop & Kande 18 Why this parcular ad works well: This ad does not use products I have previously looked at. In- stead, they have gathered their latest offers and are using them in their ad. The ad format used here is ”Collection”, which opens a full screen experience when you click on the ad.

The ad works well because I get an instant overview of this week’s or month’s offer from Kop & Kande.

If I am interested in a speciﬁc product and click on to the website but do not buy the product, I will show the product in the ad I mentioned above in the section ”Bottom Funnel - Closest to purchase”.

LITE-VERSION 19 Top Funnel Use

Top Funnel advertising is against people who are far away from buying. This may be the ﬁrst time these people are interacting with your business.

Target group:: Classic segmentation or Kopi- / Lookalike target group

Campaign Objecve:: Engagement or Traffic

Because we include people who have interacted with your Face- book page in the section above, Engagement can also be the goal of this campaign.

 Facebook recommends that Copy / Lookalike audiences have a size of min. 100,000 people. The larger your source for copy audiences, the better. Facebook recommends that the source of the target audience should be min. 10,000 people. For example, you can upload the email addresses of all your buyers and thus make Facebook ﬁnd people who are most reminiscent of your existing customers.

The purpose of this promotion is to reach out to people who may LITE-VERSIONbe interested in your product. Because this may be the ﬁrst time the 20 person is interacting with your business, I would recommend that you give them some value instead of going for a hard conversion.

LITE-VERSION 21 Ad example:

I’ve put together this ad myself, and therefore the products at the boom are not LITE-VERSIONcorrect - but I hope the example is clear enough for my message to be understood. 22 The purpose of this ad is to reach new people in connection with International Pancake Day. A ﬁlm is shown with various pancakes that can hopefully inspire the recipient.

The products to be displayed at the bottom of the ad must therefore be products that relate to the content of the video. For example, a bowl set on which you can serve pancakes, pancake-ready mix or something completely different.

Summary

DPA can be used for other purposes than procuring direct sales. It can also be used to reactivate your target audience or bring new people closer to a sale.

These can be weekly campaigns, for example, where you select products for a speciﬁc product set and market them through a Dy- namic Product Advertisement.

I hope I have given you inspiration on how DPA can be used throughout your funnel and not just against the most buy-ready people. LITE-VERSION 23 About the Author

Anders Stokholm Jessen is a daily Growth Partner at WeMarket. He has experience from digital and traditional media seen from a commercial angle, which makes him the perfect Growth Partner at WeMarket.

As a Growth Partner at WeMarket, he is responsible for a number of customers. Customers range widely - local marketing, webshop marketing and lead generation in foreign markets.

Why is Anders passionate about this topic?

“I have weekly campaigns on several of my customers where very speciﬁc product must be marketed from within a large product range. DPA helps me save time and at the same time increases performance - even if the target group is not about to convert.”

LITE-VERSION 24 LITE-VERSION 25 LITE-VERSION Dynamic Product Ads & Creatives

Niklas Bruun Founder & Paid Social Specialist, NB Digital

LITE-VERSION DPA Creave

Why is no one answering?

Imagine you are on a crowded street. You shout, ”Hello, everyone!”

No one answers.

Why? Because you are not speciﬁc enough.

Then imagine what happens if you shout, ”Hi. Is there a carpen- ter here?”

What do you think would happen?

Any carpenters would likely answer, because you are address- ing them speciﬁcally. The same goes for your marketing message. When you try to attract everyone, you end up not attracting anyone. This does not only apply to your oral or written communication. You need to have the same mindset when it comes to your ad creatives. And that’s exactly what the DPA (Dynamic Product Ads) format is really good for! LITE-VERSION 28 Here we look at DPA creative, which involves the product image, and what thoughts one should make in order for the product image to achieve the ideal performance.

Targeng and automaon

See dynamic product ads as a template to ﬁt all your products.

Facebook helps you show the right products to the right people, so overall you have two choices when it comes to audience segmentation.

You can target people who have previously visited your website or a broad targeting where Facebook tries to show the most relevant products in your product catalog.

It also means that there may be different USPs (Unique Selling Propositions) depending on the target audience. Examples of relevant USPs may be speciﬁc product beneﬁts, price, delivery time, customer service, free shipping, or free returns.

LITE-VERSION 29 Salient content - a prominent or conspicuous angle

Make the product image stand out. Create something unexpected. Feel free to use color spectra that contrast with Facebook’s blue, white, and gray shades.

Sometimes you can not make the product itself stand out, but take advantage of the opportunity to make the background stand out in contrast. There are third-party tools like Confect.io that can do this with most product images.

Feel free to highlight your brand and relevant text, such as USPs, in the DPA ads.

This can basically be highlighting price or more creatively some essential messages which ultimately have a promotional effect.

But when is what relevant?

Keep in mind that the visitors you may be re-targeting may have seen you on completely different channels.

LITE-VERSION 30 Example

By a simple implementaon of an evocave background, this ad has been given a signiﬁcantly more eye-catching and exclusive look.

 I would always recommend testing all DPA ad formats. Currently, there are three formats, all of which can be super effective. I would always recommend that you usea minimum of three ads in each ad set to allow Facebook’s algorithm to prioritize what performs best.

LITE-VERSION 31 Customize your ads to the target audience

It’s essential that you address the target audience phase in a potential buying process so that you communicate a customized message and display products accordingly. It is important that your creatives are tailored to the exact audience you are targeting and the time they will appear in the ad.

Previous website visitors (re-targeng)

It’s a no-brainer that you should take advantage of the opportunity for previous visitors to show products that they have shown interest in and products that relate to those that they have shown interest in.

When a customer looks at an item, they show a strong signal of interest - it means something about the speciﬁc product that caught their attention. By reminding them of the products that aroused that interest, you are taking advantage of the ﬁrst attrac- tion. If the item did not quite match them, it is also recommended that similar items work to show that you have relevant alternatives.

Unfortunately, I often see that you constantly show these to website visitors over a long period of time, where they often see the LITE-VERSIONsame ad and products over and over again with high frequency. 32 Previous buyers

When targeting past customers, you should often have new or related products and product beneﬁts more in focus.

Wide audience

If you target a broad audience, based on location or demographics, for example, you can reach people who have expressed interest in your products (or products similar to yours), even if they have not yet visited your site or app.

It also means that the advertising message addresses itself completely differently as you work with the top of the sales funnel where you need to have created incentives for action without them having yet visited your website.

LITE-VERSION 33 About the Author

Niklas is a self-taught online marketing specialist with a huge passion for Facebook and Instagram advertising. He has previously helped to establish some fast-growing Danish webshops.

Today, Niklas has founded NB Digital, where he helps companies develop their strategy on social media and execute it prof- itably. In addition, he teaches your marketing department on the same topic.

LITE-VERSION 34 LITE-VERSION 35 LITE-VERSION Internationalize Your Dynamic Ads on Facebook and Instagram

Kasper Bengtson CEO& Partner, bSocial

LITE-VERSION Go Internaonal With Your DPA

Do you run dynamic product ads on Facebook and Instagram in multiple countries?

Then there’s a feature in Business Manager you need to know about!

The feature is called ”Localized Catalogs,” and it allows international webshops to display localized product information in tagged postings and dynamic product ads to users on Facebook and In- stagram, based on their country or language.

This means that a user from Denmark will see the title and description in Danish and the price in DKK, while a user from Germany will see the title and description in German and the price in Euro. And if a user is not from a country in which the company operates, then the user will see the title and description in English as well as the currency in USD - if that is what you choose as being the standard.

In addition to contributing to a better shopping experience and less friction on the customer journey for users when they explore the webshop’s products via Instagram Shopping, Facebook Mar- ketplace or organic postings with product tags, the feature also LITE-VERSIONcreates value for you as an advertiser. 38 ”Why?” you might be thinking. ”Currently, we have a product catalog in Business Manager for each market, and it works ﬁne.”

And you are, in part, correct, but with a Localized Catalog you can both execute and optimize your campaigns better - let me give a few examples for the technical reader:

Beer budget allocaon

When you set up dynamic ads in a campaign with the goal ’Sales from catalog’ in Ads Manager, the product catalog must be selected at the Campaign level. Therefore, you need to set up a campaign for each market and assign each market a speciﬁc budget.

With a Localized Catalog, you can just create one campaign but one ad set for each market. In this way, Facebook can continuously distribute the campaign’s budget in the individual markets - depending on where there are the most opportunities to convert users.

Same ads for mulple markets

If you do not have a desire to tailor the content of your ads to in- dividualLITE-VERSION markets and do not want to set spending limits at the Ad 39 Set level, then you can go one step further and settle for setting up one Ad Set that represents all markets. This can be especially ben- eﬁcial if there is not enough data to complete the learning period for each Ad Set.

It also means you will need to target the same dynamic ad to multiple markets, but it is not a challenge with a Localized Catalog as the product information will be customized to the user. However, you still have to translate the ad text yourself - for now;)

A huge me saver

There is a huge time saving to pick up with Localized Catalogs. And the more countries you advertise in, the bigger it is. For example, if you set up a Collective Ad with lifestyle images, you can safely duplicate it to the Ad Set for your other markets, as the product catalog is the same.

At bSocial, we have set up Localized Catalogs for those of our customers where possible - and as social media moves towards becoming social trading platforms, technologies like this will undoubtedly play an ever larger role. LITE-VERSION 40 How to set up a Localized Catalog

To set up a Localized Catalog in Business Manager, you need three types of product feeds: a Standard Feed, a Country Feed for each country, and a Language Feed for each language.

The webshop’s developers can typically form these, but otherwise you can use third-party programs such as DataFeedWatch, Channable or the Danish avecdo.

Standard Feed

Your Standard Feed must contain all the information about the webshop’s products that Facebook requires. This will correspond to the product feed that you currently use to run Dynamic Prod- uct Ads on Facebook and Instagram. It should contain at least the following ﬁelds but should contain more information about the products: ID, title, description, availability, condition, price, link, image_link and brand.

Country Feeds

For each country to which the product information needs to be customized,LITE-VERSION create a Country Feed with the following ﬁelds: 41 : Must contain the country code - e.g. DK.

: Must contain the product ID as it appears in your Standard Feed - e.g. 12345678.

: Must contain the price of the product in the country’s currency - e.g. 299 DKK.

: Must contain the product’s retail price in the country’s currency - e.g. 199 DKK.

: Must include the link to the product on the local edition of the shop. For example. webshop.com/da/dk/produkt.html

If you use the ﬁelds and in your Standard Feed, these should also appear in your Coun- try Feed.

It is important that the product IDs match those in your Stan- dard Feed - otherwise Facebook cannot overwrite the data with it from your Language Feed.

LITE-VERSION 42 Language Feeds

For each language to which the product information is to be adapted, create a Language Feed with the following ﬁelds:

: Must contain the language code - e.g. da _DK

: Must contain the product ID as it appears in your Standard Feed - e.g. 12345678.

<tle>: Must contain the product title in the local language.

: Must contain the product description in the local language.

It is important that the product IDs match those in your Standard Feed - otherwise Facebook cannot overwrite the data with it from your Country Feed.

LITE-VERSION 43 The setup in Business Manager

1. Visit the company’s Business Manager and create a new catalog under ”Company settings”:

2. Open the new catalog in Catalog Manager and go to ”Data LITE-VERSIONsources for products” in the menu: 44 3. Click on ”Add products” and ”Add new product”:

LITE-VERSION 45 4. Select ”Use data news” and deﬁne the currency used in your Standard Feed:

5. Then select ”Set automatic transfer schedule” and insert the LITE-VERSIONURL of your Standard Feed: 46 6. Set the time to 00.15 and then click ”Start transfer”. You can set it to sync every hour or daily - depending on how often changes are made to the products in the shop.

7. Click again on the menu items ”Data sources for products” and ”Add products”. Now select ”Add localized product information”:LITE-VERSION 47 8. Click ”Add Country Information” to add your ﬁrst Country LITE-VERSIONFeed: 48 9. Name the feed (eg “Country Feed - DK”) and add the URL to your Country Feed by clicking on “Specify automatic transfer schedule” as before. Then click ”Start transfer” and let Facebook match the products from your Country Feed with those from your Standard Feed.

10. Repeat steps 7-9 for all your Country Feeds. Then repeat steps 7-9 for all your Language Feeds, where you simply select ”Add language information” in step 8. LITE-VERSIONOnce you have completed the process for all your Country Feeds 49 and Language Feeds, you will be able to see the data for each country and language under each product in Catalog Manager - and then you are at the ﬁnish line!

LITE-VERSION 50 LITE-VERSION 51 About the author

Kasper Bengtson is the founder of the Social Commerce Bureau, bSocial, which creates international growth for ambitious brands in fashion, housing and lifestyle by realizing their full potential on social media.

Kasper has over 10 years of experience with advertising on social media, and the customer list today consists of major brands such as BAUHAUS, VILA, NÜ Demmark, Noisy May, Sand Copen- hagen, Shoe The Bear and Wheat.

LITE-VERSION 52 LITE-VERSION 53 LITE-VERSION Copywriting - the Text for Your DPA

Mathilde Christensen Digital Marketing Specialist, Conversio ApS

LITE-VERSION The Perfect Text For Your DPA

There are many things that come into play when it comes to creating a great ad. Even if you have matched the right goal and target group with the product set you want to advertise products from, it is ultimately the ad itself that should capture the user’s attention and make you want to click further into your website.

Here it’s important that you have added a catchy video or a good picture as well as a relevant CTA. But it is also important that your ad text is relevant, targeted and interesting, so that the users in your target group want to read more and possibly click on to the website.

So there are a lot of parameters that come into play when you need to create good ad content, and in this section I will take you through the very act of writing a good ad text for your ads.

 When writing the ad text for your dynamic ads, the most important thing is to write a text that matches all the products in the product set that you have associated with the ad. For example, if you have a product set that contains a wide range of product types and different brands, then it’s important that the text does not become too LITE-VERSIONproduct or brand speciﬁc. 56 If you are creating ads for a broad targeting, where for example you show all your products that are in stock, you need to make sure that the ad text can match with any product from your catalog that can be displayed in that ad.

For example, if you target everyone who has viewed a product but not put it in the cart or completed a purchase, you may not know exactly which product the user is viewing. Here you can use the text space to tell about the beneﬁts of acting right by you. Do they get free shipping? Is the delivery faster than your competitors, or is there some kind of extra service with the purchase? You have the opportunity to tell about it here.

If you have instead set up a more speciﬁc product set, eg with products from one brand or products from a speciﬁc product category, you can use the text space to describe in more detail about the brand or product category. If it’s a brand that is very much about sustainability and ecology, you can use your text space to tell how the user supports the environment and nature, by purchas- ing one of the products shown in the ad.

For example, if you have a webshop that sells things and equip- ment for the house and garden, and you would like to advertise your collection of robot vacuum cleaners, then you can create a productLITE-VERSION set only with robot vacuum cleaners. 57 In the text, you therefore have the opportunity to write specif- ically about your robot vacuum cleaners, as you know that only these products will appear in your ads.

In the text, try to create a need or arouse a feeling in the reader that should make them buy the product.

Remember that in the text you must sell ”the why” and not just sell the robot vacuum cleaners themselves.

What I mean is that you should sell people the idea that they can, for example, have more time to do what they like, rather than spend time cleaning in their busy lives. So it is basically a matter of putting yourself in your customer’s place and thinking about how you will arouse the desire to buy your product.

LITE-VERSION 58 Also remember your target audience

In addition to your ad text having to match the products that are in the product set, it must also be targeted to the people who are in your chosen audience. For example, if you sell toys to children, you can target parents. In the ad text, you must speak directly to the parent and can, for example, write, ”Are you looking for a new toy for your child?”

Such a phrase would be inaccurate if you inserted it into an ad that targeted everyone, but by targeting speciﬁcally by parents, you can also speak speciﬁcally to the parent in your ad text.

LITE-VERSION 59 Make use of directory ﬁelds

With dynamic ads, it is not only the products that can be made dynamic; You also have the option of creating dynamic text that matches the product images displayed in the ad.

Here you can, for example, insert the catalog ﬁeld ”product name” in the ad text, with which Facebook inserts the product name of the product that is displayed. If you use carousel as ad format, it will always be the name of the product shown in the ﬁrst image that will be inserted.

It is possible to use several different catalog ﬁelds. For example, you can enter the current price together with the product name. You can also add the ﬁxed price of the product followed by the current price if the product you are displaying is on offer.

LITE-VERSION 60 Example of the use of catalog ﬁelds in an ad.

By using catalog ﬁelds in your ad text, you make your ads even more dynamic, as it is not only images/video that change in relation to the individual user, but also the ad text, which in this way only becomes even more current and relevant to the user in question.

LITE-VERSION 61 Remarkeng or push ad?

With your DPA campaign, you can target new potential customers, but also people who have visited your webshop before without com- pleting a purchase.

How you design your ad text also depends on whether people know your website in advance and may have already shown interest in some speciﬁc products, for example by putting them in the shopping cart, or whether they are people who have potentially never heard of your company. before.

In your remarketing ads, you may be a little more direct in your text because you know that the user at some level has shown an interest. Here it’s a little different when you advertise to people who do not know your business in advance.

I have seen good results by using catalog ﬁelds both in remarketing campaigns and in promotional campaigns.

For example, in remarketing, I have used the ad text space to remind the user that this speciﬁc product is still in stock. If the products in the product set are strong on the price, which they can be, for example, if they are on offer, then you can also use the catalog LITE-VERSIONﬁeld price to make extra attention to the good price. 62 General recommendaons for your ad text

Of course, in addition to the very speciﬁc tips for writing dynamic ads, you still need to consider the same things as when writing text for your other ads. For example, remember that by default, Face- book only shows the ﬁrst three lines of your ad text. Therefore, be sure to deliver your message right at the beginning of your text.

In order for users not to lose interest almost before they start reading your ad, you must include your message (your ”why”) at the very beginning of the text. Subsequently, you use the text space to describe more about the product and your USPs, ie whether you provide free delivery, 24-hour customer service or an extra long return policy.

If you succeed in catching the users’ attention in the ﬁrst lines, there is a much greater chance that they will click on ”See more” and read further in your ad text or, even better, click further into the webshop.

Depending on what your company’s visual expression is and what your attitude is towards the use of emojis, it may also be a good idea to use these. They are especially really good and effective if you have a more informal tone or, for example, use a lot of irony. But they can also easily be used in postings that are fo- cusedLITE-VERSION on the B2B market or where the message is more serious. 63 Sometimes it’s just a matter of ﬁnding exactly the emojis you as a company can identify with.

LITE-VERSION 64 About the Author

Mathilde Christensen has a degree in Marketing Economics and has been employed by Conversio - digital marketing - since she gradu- ated. Here she sits as a Digital Marketing Specialist and is responsible for her own customer portfolio, where she handles everything from strategy to execution and follow-up on all her customers’ accounts.

She’s passionate about advertising on social media as it is a more creative medium to work with where she loves to design and test different images, videos and messages.

For her, it is exciting and not least motivating to put together the right ad creatives for the right target group. It is of great im- portance that you know, for example, the consumption behavior and customer journey of the speciﬁc target group in order to be able to design the most relevant and effective ads.

LITE-VERSION 65 LITE-VERSION Product Sets in Facebook Dynamic Product Ads

Kasper Hamann Ejer, Hundebøl Hamann

LITE-VERSION What is a product set?

A product set on Facebook is quite practically a category or list of products that adhere to speciﬁc ﬁlters. When the products are downloaded to Facebook via a catalog from the webshop, a product set consisting of ”all products” found in the catalog is automatically created.

This is the product set you use when creating the campaign in Facebook’s Ad Manager.

To get the most out of your remarketing efforts, it’s a clear advantage if you set up a range of product sets and use the ﬁlters provided by Facebook’s advertising manager. It could, for example, be to create a new product set consisting of all products that are in stock in the webshop and can be ordered now - or eg products that can be pre-ordered.

LITE-VERSION 68 How to make the product set?

To create a product set, go to the catalog administrator and select your catalog. Once the catalog is selected, select ”product set.” If no more product sets have been created, only the standard product set ”all products” is available. Now you can select ”create product set.” Here you need to give your product set a name. Give it a telling name so you know what the product set contains. The name is only used internally in the ad manager, but anyone with access to the catalog (eg your colleagues or the agency that helps you) can see the naming.

Once you have given your product set a name, decide which ﬁl- ters you want to make. You should basically divide your products into the same product sets that you have on your webshop. Once they are divided into the same categories, you can create remarketing campaigns that show products from the same category as the product the customer has been looking at. You can also use it to sell eg related items or make follow-up sales to people who have bought from one product category and show them products (eg accessories) from another category.

Fortunately, there is a handy feature where you can duplicate an already created product set, so it is relatively quick to create the setsLITE-VERSION that make sense for your particular business and your target 69 audience.

Once you have created your different product categories, you can start thinking about the use of your product categories. If people typically buy from a speciﬁc brand - then you can create product sets that only contain products from the given brand.

Several of the other ﬁlters make good sense when, for example, you have to divide the products into whether they are men/women/junior products, whether they are certain colors, materials or patterns. Or maybe just quite simply in sizes.

This is all information that should appear in your product feed from the webshop.

It is the product feed that forms the basis of your catalog and thus what information you can ﬁlter by.

When I write should, it’s because I often ﬁnd that not all pro- grammers just get the feed built up properly. You should make certain demands of your agency or programmer.

It can make good sense to filter, for example, too cheap products out of the feed in relation to the products you want to promote to the target group. Here you choose to filter by ”current price,” where the price is greater than eg 49 DKK. Of course, you can also LITE-VERSIONuse the opposite if your experience is that customers first buy the 70 cheaper products, get a good experience shopping in your shop and later come back and buy slightly more expensive products.

Once you have created the relevant categories, just start the advertising for both your potential customers and for those who are completely ”hot” and have put in the basket but have not yet pressed the magic ”buy” button.

LITE-VERSION 71 Do you want to go a lile deeper into your product sets?

You have the opportunity to link your own properties or information on a product.

There are five different custom fields that one can utilize. For example, it could be the first field ”Custom Label 0” (which in your product feed, which forms the basis of the catalog, will look something like this in XML format TAGSHERE in)

You can, for example, use your custom ﬁeld to add extra categories to your products. Think about how your customers are looking for your products. Does it make sense, for example, to show child-friendly products or products for newborns? It can also be an option that tells you that the product is on sale or that it is, for example, Nordic Ecolabelled or similar.

Take a look at what the customers are looking for on your webshop. This way, you will become wiser about how you can support their customer journey (and increase revenue in your webshop)

You can also think of, for example, dividing your products into those with low profit and high profit. If these are products that can do the same thing - then you can make retargeting ads for those LITE-VERSIONwho have looked or put a low profit product in the basket and show 72 them similar high profit products.

That’s good business.

When you use the filtering and have more information (eg your own categories) in your custom field - then you must remember to use the filtering ”contains”, as your product can be in several categories and is typically separated by a comma.

LITE-VERSION 73 About the author

This chapter is written by Kasper Hundebøl Hamann, who despite his slightly nerdy background works both strategically and completely impractically with advertising and content on social media. The primary focus is on Facebook, LinkedIn and Instagram advertising. Kasper is an experienced teacher and sparring partner and has worked with digital presence for the past 20 years.

He is a trained computer scientist and started by programming websites and webshops at an advertising agency in Odense, where he got a taste for the creative advertising environment.

Kasper runs the company Hundebøl Hamann ApS in Esbjerg on a daily basis with a focus on creating visibility and a measurable effect on social media, and then has a good Jutlandic approach to things.

If you have any questions, please feel free to connect with him on LinkedIn - linkedin.com/in/hamann and drop him a message.

LITE-VERSION 74 LITE-VERSION 75 LITE-VERSION Always-on vs. Campaign Peaks - The Optimal Combination

Mette Halborg Nielsen Digital Marketing Consultant & Paid Social Strategist, No Zebra

LITE-VERSION Adversing That Manages Itself

Always-on campaigns - ie campaigns that run all the time - create fantastic results in addition to your ongoing campaign peaks on Facebook. In general, but especially for your dynamic product ads.

Imagine if your advertising managed itself and converted customers in your store while you could even sit and drink coffee? And what if you didn’t have to constantly invent and create new campaigns in an endless stream?

That would be pretty cool, right?

That, in fact, is the goal of this chapter: to inspire you towards a campaign setup that creates better results for your Facebook advertising because you let Facebook’s algorithm work for you (for longer).

At the same time, it frees up more time in your work day, where you can then pick a little extra about your campaign peaks.

Does that sound too good to be true?

In fact, it’s not.

Below you will ﬁnd inspiration for how your always-on advertising and your ongoing campaign peaks play each other well and LITE-VERSIONplay elegantly together. Kind of like if Messi and Ronaldo were on 78 the same team.

We start with the ongoing campaigns.

LITE-VERSION 79 All e-merchants run campaigns - some just get signiﬁcantly more out of it than others

Every e-merchant works with campaign peaks. It can be offer periods, new products, seasons, holidays or something completely ﬁfth.

Unlike always-on advertising, these are campaigns that:

• Must have focus for a limited period

• Must help generate revenue or attention here and now

• The target group must notice in their feed, which is why something extra is often made of them - either in relation to creatives, messages or products

Campaign example: Apparel X to sell its new autumn collecon

At No Zebra, we have a customer who sells clothes through his webshop. Let’s call them Apparel X.

When it comes to generating revenue in the clothing industry, season changes are especially important. A new season creates a good reason to switch out of the wardrobe. This is also the case for Apparel X’s customers. LITE-VERSIONIn the autumn, Apparel X got a lot of new styles home, which 80 had to be highlighted in a campaign along with a video where the clothes were shown in beautiful autumn surroundings and situa- tions. The video was relatively expensive to produce and was only to be used for this particular time-limited campaign peak.

We made a separate product set with the autumn products, with which we then made a series of collection ads. We used the video as a cover video to create an eye-catcher, while the products were presented below with price and description.

In three weeks, the campaign generated 180 sales with a ROAS 6. Ad spend was thus earned back home six times.

A really nice result for the webshop. But that was not all.

LITE-VERSION 81 Boost your seasonal campaigns with always-on retargeng

In the months leading up to Apparel X’s autumn campaign, we had run an always-on campaign with more generic retargeting, which had generated thousands of sales for ROAS 10. And this was to prove even better.

I elaborate further down how we had screwed it together, but let’s ﬁrst take a closer look at the always-on mindset.

Always-on with retargeng focus

Always-on can work across the customer journey, but when we work with dynamic product advertising for our webshop customers at No Zebra, there is a certain type of campaign that goes again and is usually prioritized ﬁrst. It’s always-on retargeting.

By retargeting we mean campaigns with targeted ads:

• People who have looked at products but not put in basket

• Persons who have placed products in the basket but not purchased

• Persons who have purchased products and who would poten- LITE-VERSIONtially purchase more 82 These audiences are dynamic and are based on the behavior of users on the site - and thus the ads also become dynamic. Just like you know dynamic product ads.

And then they run non-stop. Over seasons, promotions and holidays. So always-on.

But… for the ads to work properly always-on, texts and creatives must (preferably) be made general so that they can be used across periods, categories and products.

In return, they must be adapted to the individual retargeting stages, so that the text is always relevant to the target group, whether they have bought a product, looked at a product, or put a product in the basket.

Back to Apparel X. What did we do to top ROAS 10 and thousands of sales?

Their always-on retargeting was set up with generic texts several months before their fall campaign was to be activated. And precisely to the three above retargeting audiences.

Over that period, Facebook’s algorithm had been given the freedom to become wiser about audiences, products and performance -LITE-VERSION without us interfering and throwing the ads back into the learning 83 phase.

Before the fall campaign peak, performance for the always-on campaign was good. When the autumn campaign was activated, it generated extra attention and thus extra traffic to the webshop. Traffic and attention that the retargeting ads picked up andcon- verted into sales.

Over the next few months, this led to19% more sales, 33% lower price per. conversion and 54% higher ROAScompared to the period within the retargeting ads alone.

 Absolutely without us updating them. Just by letting the algorithm do its work.

3 consideraons for your always-on retargeng

1. How long is the shopping journey typical for your customers? Use this knowledge to decide how far back you need to set your retargeting audiences. 2 days, 5 days, 30 days, 180 days?

2. What is the repurchase rate among your customers? This has an impact on how relevant a cross-selling campaign is and which products should be highlighted in that case. LITE-VERSION3. When is ROAS too low? While always-on is meant to ﬁt and 84 optimize itself, of course, you should always keep an eye on the development of your campaign. The capabilities of the algorithm can only go that far. Set goals for your always-on advertising, set up automatic rules on Facebook, and get a notiﬁcation if developments go the wrong way.

LITE-VERSION 85 Achieve the beneﬁts of a constant sales engine

Before I insinuate that both you, I, and all of our Facebook colleagues are redundant, I want to stress that, of course, it’s not about putting all performance in the hands of the Facebook algorithm.

It is about making the most of it for your own gain.

That gain boilsdown to three main beneﬁts:

1. You create a better and more relevant experience for users because they encounter ads tailored to their stage of the customer journey.

2. You get better results from your ads because the algorithm is given the freedom to optimize and do its job.

3. You have more time to pick around campaign peaks or other tasks because your always-on campaigns are somewhat self- sufficient.

Because the always-on mindset can work across the customer funnel, it can also work across goals.

Whether you create leads through lead ads, awareness through video ads or sales through dynamic product ads, then always-on LITE-VERSIONcampaigns can act as a constant engine. A constant engine that 86 ensures results both during and outside campaign peaks - even when you are busy with other tasks.

It’s actually pretty cool!

LITE-VERSION 87 About the Author

In 2017, Mette Halborg Nielsen came to No Zebra with the intention that as a self-proclaimed nerd with a soft communication background, you can easily commit to a data-driven digital agency.

Fortunately, you can too. But she has learned that working with social media is more than good ad texts and nice pictures. It is technical ingenuity, intelligent strategy and creative split tests. It’s branding at the top of the funnel, conversions at the bottom of the funnel - and all the fun in between.

She has dedicated her professional love to Paid Social, and as Paid Social Manager at No Zebra, she - along with her talented colleagues - is allowed to create cool results for their customers every day.

LITE-VERSION 88 LITE-VERSION 89 LITE-VERSION Campaign Budget Optimization (CBO)

Martin Molt Ipsen Paid Media Lead, GORM Agency

LITE-VERSION Campaign Budget Opmizaon

 What you need to know about the (soon) only option to allocate budget to your campaigns and why it’s important to understand the thinking behind this change

In early 2019, Facebook introduced the concept of Campaign Budget Optimization. This feature allows you to automatically allocate budget from campaign level to audiences (ad sets), which should reduce the time you spend managing your campaign while improving your campaign performance.

In early 2020, the CBO is expected to be the only way to allocate budget. Therefore, it is important that you learn how the feature works and how it will affect your advertising.

LITE-VERSION 92 What is Campaign Budget Opmizaon?

A campaign budget is a budget you create at the campaign level (rather than at the ad set level). The amount you specify may apply to each day the campaign runs on a daily budget or for the dura- tion of the campaign (lifetime budget). All campaign budgets use campaign budget optimization.”

This is how Facebook itself describes the Campaign Budget Op- timization function. For newer advertisers, this may sound like the most common ever, but the feature was actually only rolled out in early 2019 - and at the time of writing, it’s not the only option (yet).

To explain the CBO in less cryptic phrases, it’s budget allocation at the campaign level (the level where you usually only choose objective). You do not have to spend time and energy allocating budget between your ad sets (ie your audiences), as Facebook’s algorithm itself chooses which audiences they think are most interesting in relation to your campaign’s objective.

The image below shows examples of two campaigns. One campaign without CBO and one campaign with CBO. LITE-VERSION 93 Screenshot from presentaon

Without Campaign Budget Opmizaon

In the example without CBO, a campaign with three ad sets (ie target groups) is seen. All audiences have been allocated a budget of $10. Thus, a total of $30 is spent, which is not moved across the target groups according to size and performance. LITE-VERSIONThe result of the campaign is that the target groups have fetched 94 three, ﬁve and two conversions, respectively. Thus, the campaign has fetched a total of ten conversions.

With Campaign Budget Opmizaon

In the example of the CBO, the budget has moved to the campaign level. Thus, no time has been spent on budget allocation, as all $30 have been placed in the same place.

With CBO, this now means that the budget has been divided between the various ad sets, where Facebook’s algorithm has taken into account the target groups size and performance.

This gives us a result with 15 conversions in total, which in this example is 50% higher than the example without CBO. The huge difference is seen in ad set 2, where $18 has been spent afterthe algorithm has assessed a greater potential for this target audience.

At the same time, the other two ad sets have had the same performance - however for a lower budget, which means that we have avoided paying extra per. conversion, as the budget has been automatically allocated to ad set 2 which had untapped potential. LITE-VERSION 95 How to use Campaign Budget Opmizaon

It’s actually super easy to start using CBO. All you have to do is start creating a campaign. Here you will ﬁnd ”Optimization of campaign budget” and a button where you can ”turn on” the function.

Screenshot Facebook Ads Manager.

After you have ”turned on” the function, you will have the opportunity to set a daily or total budget for your campaign. The budget allocation has now been moved from ad set level to campaign level and you are now using CBO.

From February 2020, the CBO should be the only way to allocate budget. If you do not use the feature now, you can expect it to be the only option in the future. Therefore, it is important to have an understanding of how the feature works so that you do not waste unnecessary advertising dollars by not being ready for the LITE-VERSIONconversion. 96 Screenshot from Facebook Ads Manager.

LITE-VERSION 97 Recommendaons for Campaign Budget Opmizaon

Once you have turned on the CBO on your DPA campaign (or other campaigns), then the whole idea is that it should all run by itself, so you save as much time as possible, while getting an increased return on your advertising.

However, there are some things you need to be aware of as we can not yet leave all the handling and optimization to Facebook’s advertising algorithms.

Campaign spling

When using the CBO, I would always recommend splitting the campaign into two efforts at the campaign level, namely in a push campaign and a pull campaign.

One campaign must be a push campaign, in which we exclusively target new users who have not yet been in touch with our digital assets. These will typically be interest audiences and lookalike audiences.

Compared to DPA, this campaign will typically be when we hit potential customers with the “automatic prospecting” feature. With LITE-VERSION”automatic prospecting,” the algorithm tries to ﬁnd new customers 98 based on their behavior and match it up with your product catalog on Facebook, which allows you to reach potential customers who have not yet had digital contact with your company.

Screenshot from Facebook Ads Manager.

The second campaign should be a pull campaign where we target people who have already been in touch with our digital assets. This could eg be classic DPA retargeting, where you target people whoLITE-VERSION have already seen one or more products on your webshop. 99 Screenshot from Facebook Ads Manager.

In relation to the allocation of budget between the two campaigns, I would, as a rule of thumb, recommend 80% of the budget for the push campaign and 20% of the budget for the pull campaign.

 This is based on a general recommendation from Face- book, where we know that many people attribute too much value to their remarketing activities, where they hit people who would have shopped with them anyway, and thus they do not achieve any increased value of their advertising.

However, there is such a big difference across companies - es- LITE-VERSIONpecially when it comes to the size of their remarketing audiences - 100 that my best recommendation would be to keep an eye on conversions, CPAs and the frequency of the push campaign.

At the same time, you should make use of the data-driven attribution in Facebook Attribution and review data from Google Ana- lytics and adjust the budget based on this, so you ensure the optimal effect for your entire business, rather than focusing solely on numbers from a single channel and its normal attribution model.

It is often overlooked that different channels use different and immediately comparable attribution models. That is, as a cross- channel advertiser, you should make clear how you attribute the value of your digital marketing efforts.

Ad Set Consumpon Limits

Another recommendation is to set a minimum spend for your ad set if you have multiple ad sets in the same campaign. This way, you avoid Facebook choosing an auction winner too quickly and thus not allocating budget to all the set up ad sets.

It is important to remember that even though Facebook has a lot of data and some super strong machine learning algorithms, there is still data that Facebook does not always have access to or haveLITE-VERSION the opportunity to optimize for. 101 Therefore, you may miss out on additional conversions or higher value conversions if you do not force the system to test all audiences. That way, you also get more interesting learning around your target audiences that you may be able to use to create value elsewhere in your business.

Screenshot from Facebook Ads Manager.

As a starting point, I would recommend that you set the minimum spend to 20-30% of your campaign’s total spend within the ﬁrst few weeks.

However, this recommendation depends a lot on the number of target groups/ad sets in your campaign, as well as how large your daily consumption is. If the budget is low, then I would recom- LITE-VERSIONmend a longer period to test the ad sets so that some signiﬁcance 102 is achieved in relation to the data you need to analyze.

LITE-VERSION 103 Less fricon in the future

It was a brief introduction to Campaign Budget Optimization and some recommendations for using this along with DPA and quite generally. However, that’s not what I think is most interesting about the Facebook introduction of this feature.

 Facebook is currently working on a concept they call “Zero Friction Future,” where they focus on reducing the amount of friction (eg unnecessary clicks, actions, ads) in the user journey, so it becomes easier and more fun way from start to ﬁnish.

This vision places some demands on Facebook as a user and advertising platform, which means that they will have to make some tools available, so that it will be easier to be relevant to the users in one’s target group.

Here, dynamic product advertising is one of the major drivers, which Facebook also supports with the development of “automatic prospecting”.

CBO is also a feature that helps reduce friction for users so they avoid being overexposed by an advertiser with a poor budget allo- LITE-VERSIONcation. At the same time, the feature is time-saving and provides 104 some more effective ads, which is why it is actually a win-win situ- ation for both customer and company.

Therefore, in the future I would recommend relying a little more on Facebook’s algorithms and letting them work with the optimization of the advertising. The algorithms are so sophisticated at present that without the help of individuals they can make far more effective advertising.

Therefore, in the future I would recommend that you help the algorithms by giving them correct data e.g. via Facebook’s pix- els and general budget management (via spending limits and dif- ferentiated campaigns), and then from there work to measure the value the advertising creates across all platforms and initiatives - both online and offline.

On it, you create a more accurate insight into how your Face- book advertising creates value for your business.

LITE-VERSION 105 About the Author

Since 2014, Martin Holt Ipsen has worked to develop, implement and execute digital strategies and data-driven work processes. First through his own company, Adverr, with and without employees - now at GORM Agency as Paid Media Lead.

His primary work tool has for almost all those years been Face- book’s advertising tool, where he has, among other things, developed and executed campaigns for Royal Unibrew, Ekstra Bladet, Les Deux via Adverr and Circle K, DR Koncerthuset, Subaru at GORM Agency.

He is passionate about increasing corporate returns through the use of digital media and technologies, which is why in recent years he has focused more on creating effective cross-channel efforts rather than focusing on stand-alone media.

LITE-VERSION 106 LITE-VERSION 107 LITE-VERSION Automate og Scale Your Collection of Newsletter Subscribers

Allan Jørgensen Founding Partner, Web2Media

LITE-VERSION Newsleer Subscribers

In this chapter, I will teach you how we at Web2Media typically collect newsletter subscriptions in collaboration with our customers - with great success, mind you!

We always aim to pick up the most qualiﬁed newsletter subscriptions via Facebook and Instagram at a great price.

The goal is not primarily to get many or cheap leads. It is to engage all core customers, inspire them with new products and in the long run achieve a conversion.

In order to receive qualiﬁed newsletter subscriptions, we focus on hitting the right people in our targeting. To ensure that the price is good at the same time, we often use dynamic ads.

Collection using dynamic ads is one of the most scalable methods we have seen to get qualiﬁed sign-ups at a good price - and at the same time generate revenue.

LITE-VERSION 110 Therefore it is important to collect newsleer subscripons

At Web2Media, we are convinced that collecting newsletter subscriptions is one of the most proﬁtable investments one can make on social media.

You can often collect newsletter subscriptions for almost the same price as you can get a click to your website. However, the difference in subsequent engagement is huge.

If a visitor enters your website, you can expect him or her to be there for a maximum of 2 minutes after clicking around on your page.

If a newsletter subscription comes in, you will ﬁnd that the same person visits your website much more often because the person receives your newsletters and then clicks in.

Therefore, you need to focus on collecting newsletter subscriptions via Facebook and Instagram.

LITE-VERSION 111 You need Facebook’s Lead Ad Form for the job

You can collect newsletter subscriptions via Facebook and Insta- gram in two different ways:

1. Submit the traffic to your website, which contains aform

2. Submit traffic to Facebook’s very own Lead ad form

The difference between the two methods is very clear inboth the conversion rate and the lead price. People who sign up for a lead ad form are 4 times as likely to complete the registration as at the website. And if you have had the same click-through rate on the campaigns, then due to the higher conversion rate you will experience a much cheaper lead price.

To get started collecting signups through Facebook’s own Lead Ad Forms, you must ﬁrst create one. Go to the last step of this chapter to read how to get started as soon as possible.

LITE-VERSION 112 Dynamic ads booster alt

There are many different ad formats for Facebook and Instagram, and it may seem opaque which one is best for your campaign.

To get cheap subscriptions to your newsletter, your ad must also have some cheap click prices. It is our experience that click rate and click price are very often followed. Therefore, you need to invest in the ad types that provide the highest click-through rate at the cheapest click-through rate.

Our answer to that is: Dynamic Ads.

We run a lot of A/B Tests that show that a Dynamic Ad can increase the click-through rate by 101% on average and at the same time lower the click-through rate by 64%.

Dynamic Ads is in practice just a carousel ad, where Facebook selects the images from your product catalog. This means that the only thing you need to focus on is writing good text.

LITE-VERSION 113 LITE-VERSION 114 How to get started easily

Setting up these campaigns may seem like a complicated and cumbersome process, but this is only the ﬁrst time. If you have a webshop, then you have probably already done a lot of the footwork without knowing it.

These campaigns work together between:

1. Your product catalog

2. Your Lead Ad Form and integration to your mail cannon

3. Your campaign and messages

You must have a product catalog that automatically collects information about your products on the webshop, such as price, image, link, etc. This is often done via a feed url, where the webshop up- dates Facebook daily with the information. This feed url must be posted under the Business Manager section ”Data sources> Direc- tories”

LITE-VERSION 115 LITE-VERSIONNext, you must have created a Lead Ad form and integrated it 116 into your mail cannon. This Lead Ad form can be created when setting up a campaign. So go to your Ad Manager and start setting up a Lead generation campaign. At the ad level, you will be presented with the Lead Form creation.

Select the information you need for your mail cannon - and no more! Too much information lowers the number of people who choose to ﬁll out your form.

Ift. the integration between Facebook and your email cannon, we recommend using Zapier to make sure that your registrations are carried forward.

LITE-VERSION 117 The campaign is created in a completely normal way. The only difference here is that you have to select the product catalog atthe LITE-VERSIONad set level and then choose the dynamic variant at the ad level. 118 LITE-VERSION 119 About the author

Allan Jørgensen has +20 years of experience in digital marketing at home and abroad, and has worked with social marketing ever since the media emerged, especially Facebook.

As the founder of several marketing and MarTech companies, Allan always works to challenge the status quo and together with his team of + 50 digital specialists at Web2Media, always has his ﬁnger on the pulse in terms of what moves businesses today and not least what creates growth in the morning.

LITE-VERSION 120 LITE-VERSION 121 LITE-VERSION Customer Segments are the Way to even Better ROAS

Jacob Kildebogaard Partner & COO, Ambition

LITE-VERSION Segmenze Your Customers

 If you have a high volume of customers as well as repeat customers, then I would like to give you a tip that will allow you to twist even higher ROAS out of your dynamic remarketing.

Overall, segmentation is crucial in digital marketing.

Segmentation classically has two purposes: To show the user the right message at the right time. Dynamic remarketing makes the time easy to work with (from the moment after they have been on the site and a given number of days ahead) and the message is also given (the item they saw, items in the same category and items of the same brand).

But there is an extra dimension that makes it possible to raise performance even more, and that is about using segmentation to weight budget and media pressure.

I would like to introduce you to the RFM segmentation model, which not only provides better budget weighting but also obvious differentiations in communication as well as generally really excit- LITE-VERSIONing insights about your customers and your customer base. 124 Use the RFM segmentaon model to segment your dynamic adversing

What is the RFM segmentation model?

RFM stands for Recency, Frequency and Monetary, ie customers are segmented based on when they last bought, how many times they have bought and how much money they have spent. For example, if you run a clothing store where customers have a high purchase frequency, then you can divide them into Recency in the following:

1. 1-30 days since last purchase

2. 31-60 days since last purchase

3. 61-120 days since last purchase

4. At least 121 days since last purchase

Similarly, F and M are also divided into four groups. Each customer gets their own RFM score, where 111 is the best (have bought recently, bought many times and spent a lot of money), while a 444 proﬁle is a customer who bought a long time ago, only bought once and used get money.

The segmentation is thus relatively simple, but at the same time extremelyLITE-VERSION insightful. You basically get 64 segments of this division, 125 and can advantageously group them. A very simple grouping is based on this visualization, where the monetary dimension is completely omitted.

LITE-VERSION 126 The most important segments

The visualization shows a grouping into just 6 segments. It can advantageously be divided more if you have the volume for it, but it gives a good overview and understanding of a number of main segments with a uniform description.

In the division, keep in mind that you do not have permission on everyone, so you may only have half with permission, and if the lists are to be used on Facebook (and Google Search remarketing), then it requires at least 1,000 matched permissions.

Once you have divided your customers and uploaded the lists, here are 3 examples of how you can improve performance and think about the customer journey in your initiatives:

Best customers segment: If you have a large enough volume, keep this segment to F = 1, ie. those who have purchased within the last 30 days. They have bought many times and recently. So consider how high frequency you should run with your DPA. They will probably have to return, and they may be back in the shop for reasons other than to buy again.

First me buyers but lost / in hibernaon segment: Av, this is important. They have bought from you once, so getting them re- LITE-VERSIONactivated has tremendous value. They have been past the site 127 again and shown interest, so this segment you need to give gas to get back. I did not want to settle for DPA but also supplement with some brand messages and create security to get sale No. 2 to them at the checkout.

Do not lose segment: This group has been good customers in the past, but it’s been a while since they bought. They know your store really well, so what does it take to get them reacti- vated? They are already well on their way as they have been past, so prioritize this target audience, consider accepting a higher ROAS to get them back, and go the extra mile in general to get the sale in house. A sale will move them to ”Best customers” and you can initiate ambassadorial actions towards them.

If you add the monetary dimension, you can in a more advanced setup assess who is triggered by discounts, who has a high basket size and other things that you can advantageously include in your messages.

How to make segmentation low-practice.

I am a big proponent of a pragmatic approach, so start with a more manual setup, see the value of the segmented bets (which are not only reserved for DPA, but all your advertising towards existing LITE-VERSIONcustomers), and then plan to automate it. 128 It can be fully automated, for example by a setup in Google Cloud and BigQuery, where data is updated daily and audiences are shot to Facebook (and Google and your mail platform), but before you get there you can make a manual extract, assess the effect and then update the lists weekly or less frequently.

The manual process is about making an extract of your customer data, where each customer has one row of data. Enrich this customer with info about: is there permission, number of purchases, date of last purchase (which you convert to days since last purchase).

Data must of course be enriched with which customers you have permission for, so you can upload mailing lists with permission in the various segments and place these lists above DPA.

Two extra bonus ps:

 In addition to the fact that the actual distribution of customers is extremely interesting, also make the distribution in relation to permission, so that you know the share in each segment, with permission. I often see very vari- LITE-VERSIONable leave rates from group to group. 129  Permission is crucial for you to succeed in the above. Therefore, immediately initiate a lead ad, targeting only users on your receipt page (ie buyers) with your current permission list as a negative segment. This is a focused way to increase the leave rate on customers.

LITE-VERSION 130 About the Author

Jacob has more than 10 years of experience in digital marketing, and has always had a strong focus on improving performance based on data.

Over the years he has published 3 books and given countless lectures at home and abroad.

Today, Jacob is the media director and partner at the digital agency Ambition, which has been named the best digital agency for creating results and for analyzing and using data - completely in both Jacob’s and Ambition’s DNA. Ambition’s media team helps with SEO, Facebook and Google ads for i.a. ecommerce business. If you want to hear more, write or call Jacob: [email protected] and tel. 26 712 712.

LITE-VERSION 131 LITE-VERSION $15.8 Million. Experience on Facebook

Kristian Larsen CMO & Partner, PL & Partners

LITE-VERSION $15.8 Million. Experience on Facebook

To our surprise, we reported over $15.8 Million in 2019 for our customers.

What a milestone. It was celebrated, of course.

I asked my colleague, Nikolai, who is responsible for all our specialists:

“What have we actually learned from spending $15.8 Million? kroner on Facebook and Instagram? ”

So Nikolai dove into our tens of thousands of data points collected in Google Sheets and summarized his thoughts in an email.

What has $15.8 Million. spend with dynamic ads to do, one may ask?

In addition to being able to create the best dynamic ads for better results, you also need to keep an eye out for other textbf underline important things that play into your success.

Without further ado, here are our experiences based on $15.8 Million. on Facebook and Instagram. LITE-VERSION 134 Content is important - but not the content you think

Often quantity beats quality. Being agile, fast and experimental is often better than being rigid, perfectionist and conservative. It’s about content volume and especially content variation.

Many different angles and expressions. From product explain- ers to a real price whopper to campaign to employee video to customer testimonial to PR material to the CEO who explains something, etc.

Often, the handheld iPhone turns to video without a logo, larger productions with ﬁlm crews on. Often, native content (content that ﬁts the platform’s target audience and the platform’s best practice) is better than branded content.

Even when we are out making video productions with Christiane Schaumburg-Müller for Verisure and Pelle Hvenegaard for Simple- Feast, we focus on native content.

Here is a checklist that will ensure you do it right from the start:

• You need to make a lot videos and banners that vary (ﬁnd new angles often).

• It must be authentic and ﬁt the platform. LITE-VERSION• Keep your videos short 5 - 15 sec. is preferable, but max 30 135 sec.

• Use 9:16 formats for stories and 4: 5 or 1: 1 for News Feed. They take up the most space and the formats are best suited for mobile

• Get people’s attention fast. On average people watch a video in less than 3 seconds. If your logo takes up the ﬁrst 3 seconds, you are wasting the opportunity.

One of the formats that we particularly see success with is dynamic product ads. As soon as a user presses further in the carousel, it counts as an interaction that has a positive impact on the relevance of the ad.

It is important to test what actually works on one’s target audience in order to get this positive interaction from the users (which makes it cheaper to advertise on Facebook).

Here, Confect makes the work a lot easier with their dynamic templates.

LITE-VERSION 136 Customer journey is sll hugely important

By customer journey is meant the way in which you become a customer of a company.

Should one become Lead via Lead Form? Should one take a quiz? Are you going through a funnel with questions? Need to go through a Chatbot? A product ad (e.g. a dynamic ad on Facebook)?

Should one land on the front page of a webshop with lots of products? Should one land on a category page or directly on a product page?

Experimenting with your customer journey can give huge ﬂuc- tuations in terms of performance.

It is therefore important that you take the time to ask yourself the question:

What can we do to make our ﬂow even beer (and interesng)?

This will undoubtedly continue to be one of the most crucial factors in whether one succeeds with one’s advertising - for many years to come. LITE-VERSION 137 Working with data is more important than ever

To understand what affects performance and which parts you have control over.

Understand drop-offs and benchmarks and look into audiences and rankings.

Our best ﬁndings always lie in the data already in Facebook.

You just have to dig it out and work on it.

I recommend starting to analyze how one’s drop-off (ie the number of people who drop out) is between all steps in one’s customer journey.

It can be:

• How many of those who click on the ad actually land on the page?

• How many of those who land on the page click on to a new page?

• How many of those who land on the page make a conversion?

It’s underline very interesting to look at that data. It tells you: LITE-VERSION• Is there anything wrong with the visitors coming in? 138 • Is there something wrong with my ﬂow?

• Is there something wrong with my website (ease of use, load speed, etc.)?

• Other things to dive into and explore.

Start by mapping your drop-offs, then you can analyze yourself in more detail on your biggest conversion killers through this data.

At PL& Partners, it is such a ﬁxed part of our everyday life that our Client Dashboard (which draws in over 10,000 data points) shows us graphs for e.g. this.

Then we can always map: what should we do better?

LITE-VERSION 139 Simplicity in terms of messages

The better you are at formulating your message clearly the better.

This applies both in terms of content but also copywriting.

You have to use Facebook to provide just exactly enough information that a potential customer is interested in, and then the landing page has to handle the rest.

Less is more in relation to ad copy and creatives.

Everything must be able to be decoded super easily.

Take and test the possibilities. If you need to run dynamic ads, then it’s obvious to test with Confect - it’s super easy.

LITE-VERSION 140 Friconless future

It should be easy to become a customer with you.

Every time you make things a little bit more cumbersome, you make it a lot harder for yourself.

For example. too high load speed or an overcomplicated checkout/lead ﬂow.

It affects the conversion rate far more than you just think.

And not only that, it affects Facebook (and other push channels) signiﬁcantly more than it affects Branded Searches and direct traf- ﬁc.

Keep this in mind when making changes to your website or your ﬂow.

LITE-VERSION 141 About the Author

Kristian Larsen is CMO& Partner in PL& Partners (Premium Face- book Partner).

He holds the title of Denmark’s ﬁrst guest speaker on Facebook, and has spoken at major Danish and international conferences.

Together with his team of almost 30 colleagues, they create unique solutions for brands such as Novo Nordisk, Illums Bolighus, Kræftens Bekæmpelse and many more.

PL& Partners is also known for being among those in the Nordic region that handle the most money for their customers per year (+200 million DKK), while maintaining results that can be felt on the bottom line.

LITE-VERSION 142 LITE-VERSION 143 LITE-VERSION Create New Customers with Facebook Dynamic Product Ads in a Full Funnel strategy

Kent Lyager Laursen Head of Traffic, IMAPCT Extend A/S LITE-VERSION DPA Scaled Full Funnel

Create new customers with Facebook Dynamic Product Ads in a Full Funnel strategy

If you work in a structured way with Dynamic Product Ads, you are probably already both skilled at vacuuming the entire lower funnel for existing demand and skilled at conducting retargeting with both high conversion and low cost per order.

If you are also the owner of an ambitious growth plan, you have probably also experienced that it can be difficult to increase demand and create new customers with Facebook’s DPA Prospect- ing, if you want to keep a low cost per order and at the same time create the volume you need.

There can be several reasons for this. One of them may be that it may be a little too direct a shortcut to try to go directly into product mode towards people who may not have even heard of your brand before.

This chapter zooms in on how you can think DPA retargeting into a full funnel strategy, where we create brand awareness and engagement with other Facebook formats in a more inspiring and introductory way - right at the top of the funnel - and then lock LITE-VERSIONusers down the funnel and “close the sale” with Dynamic Product 146 Ads.

LITE-VERSION 147 Full Funnel is Cross Channel

The method we zoom in on is quite obvious for B2C ecommerce but can also be used for B2B ecommerce, sales of services, experiences, content, etc., as long as your products can be placed in a feed and thus in a product catalog in Facebook Business Manager.

Do not forget that a really full funnel approach is also a cross channel approach.

All the traffic you can create with your upper funnel Facebook efforts is also traffic you can utilize for retargeting in GoogleAds and others. Just like you can leverage traffic in other channels to build retargeting on Facebook.

LITE-VERSION 148 Diﬀerenaon of KPIs and targets

Precisely the interaction with other channels also creates a need for you as a marketer to ﬁrst and foremost coordinate the efforts across, so that content and creatives are aligned, but especially also to create an overall business case for the entire effort. If you buy traffic expensively into one channel, there may be a greater need to process it with retargeting in a cheaper channel, etc.

First of all, there is a need for you to measure the effect of each step in your funnel based on the real purpose. A video view campaign on Facebook should not be assessed on sales, but on the number of ThruPlays or on how large a re-targeting audience you can build.

The best and most correct approach is to calculate what a new customer is worth to you in a Customer Lifetime Value perspective. Then you know what it may cost to land a new customer and you have an expectation of how much resale you can create over time - for example via offer emails, if you also create an e-mail permission through the ﬁrst sale.

Then you might just suddenly allow yourself to create ﬁrst-time customers at twice as high a target cost as on your retargeting campaigns.LITE-VERSION 149 It’s a super important exercise to get done, and once that overview is created, you can calculate backwards and set your pain thresh- old for each level in the funnel: Cost per impression, Cost per Video ThruPlay, Cost per Instant Experience Engagment, Cost per Click, Cost per Product Page View etc.

LITE-VERSION 150 How to set up a full funnel campaign

And now for the operational. A full funnel approach to create new customers consists of several campaigns under the auspices of Face- book.

In this case, we set up 3 campaigns - one for each funnel step. You can add several layers - for example, supplement the video campaign with a reach campaign with Instant Experiences ads - but in this chapter we focus on 3 campaigns in 3 levels.

1. Top funnel: Video views

2. Mid funnel: Traffic

3. Low funnel: DPA retargeting

In the following you can see - step by step - how to set up the 3 campaigns and how they play together.

LITE-VERSION 151 Step 1 - Upload video

Upload your campaign videos to textit Facebooks Asset Library via your Business Manager. Of course, you need to select or produce videos that match your main message of the campaign.

They must be inspiring for new users who do not know your brand, and then of course they must be adapted to Facebook’s re- quirements - ie adjust the length to different locations. Facebook guides and gives the full overview here: https://www.facebook.com/business/ads- guide/video

LITE-VERSION 152 Step 2 - Build audiences for your video campaign

Go to Audiences and ﬁrst build audiences for the video campaign based on the following.

Prospecng audiences

Lookalikes on

1. Top 25% most time consuming visitors to your site

2. Your email permission list

3. Your followers on Facebook and Instagram

4. Buying customers (last 180 days)

5. Relevant interests or demographics

Your prospecting target audience may like to be large, as we are going out ﬁshing for new customers and must expect that it is a small proportion who end up engaging with the video.

Of course, you can also supplement with demographic or interest- based audiences. Over time, you can test yourself to which broad targetLITE-VERSION groups you have the easiest time engaging. 153 Retargeng audiences

Although we are looking for new customers, it may well make sense to involve a retargeting audience - especially the previous visitors or buying customers who have not converted in a long time, as we can use the campaign to reactivate these.

So bring your usual retargeting audiences, but exclude those who have bought, for example, the last 90 days, or what naturally matches a buying frequency for your products and your shop.

LITE-VERSION 154 Step 3 - Build audiences for the traﬃc campaign

Now we need to build the audience that we need to target the traf- ﬁc campaign to, namely the people watching our video.

A clear advantage of both the video format and Facebook’s Quick Experiences or Instant Experiences format is that we can not only engage users top funnel, but at the same time also build target groups for retargeting on these formats.

You now need to choose which speciﬁc videos you want to base your retargeting audience on. Select your purpose-uploaded cam- paignLITE-VERSION videos here. 155 LITE-VERSION 156 Step 4 - Set up the video campaign

Now it’s time to set up the actual video campaign. You are probably used to setting up many different types of campaigns and know most of the settings. Here we focus on the most important things you need to keep track of.

1. Objective for the campaign is Video Views and Optimization for ad delivery is Thruplay.

2. Targeng we have already mapped; here you choose your new, broad audiences from step 2. And remember that you can do LITE-VERSIONthis for Lightning Experiences in exactly the same way. 157 3. You can choose to split your campaign into multiple ad sets with different targeting options - one for your lookalikes and one for each of your interest-based audiences. It’s smart if you want to learn who you can most easily engage with.

4. Remember that you need to run with a campaign-level budget, Campaign budget opmizaon, so that Facebook’s algorithm itself can distribute spend to the ad set that performs best. You can also choose to run a split test on targeting to get even more learning.

5. Use lifeme budget rather than daily budget. Then the algorithm itself can freely deliver the most ads when the target group is most active.

LITE-VERSION 158 Step 5 - Set up the traﬃc campaign

Then the turn has come for the traffic campaign. The most important settings are here:

1. Objective for the campaign is Traffic and Optimization for ad delivery is Landing Page Views.

2. Targeting is set to the audiences you built in step 3 - ie. all the ThruPlays that have been on your video and possibly. combined with the commitment that has been on related Instant Experiences. Again, it is obvious to exclude all users who may have bought recently, as we are here looking for new customers. Those who have just bought, you can appropriately frame with an after sale ﬂow instead - eg the obvious DPA feature Cross-sell Products. LITE-VERSION3. Remember again that you need to run with campaign level 159 budget, Campaign budget optimization and use lifetime budget rather than daily budget.

4. Build ads that support your video by focusing on different aspects of the same message - perspectives on the same theme. It can be your new theme landing page, an evergreen blog post, a category page that provides an assortment overview, a lookbook or content that otherwise goes a sod deeper into your business and shows your brand in the area that once is focal point of the campaign.

LITE-VERSION 160 Step 6 - Set up the DPA campaign

Now the turn has come for the DPA campaign - sales from the catalog - the attacker who has to kick the ball into goal. Here are the key steps:

1. Set up the campaign with 2 ad sets. The ﬁrst must be classic retargeting against people who have interacted with your products without buying - eg the last 14 days.

The second set of ads must be targeted to custom audiences. Hit users who have seen the pages you sent traffic to with your traffic campaign - such as category pages, guide pages, blog LITE-VERSIONpages, theme pages, etc. 161 2. Both ad sets must use a product set that matches the content and creatives that your video campaign and your traffic campaign consisted of. It can be products from a selected category, a speciﬁc brand or with a thematic common de- LITE-VERSIONnominator. 162 3. If you have access to a tool like Confect.io, you can enrich the products in your product feed so that they graphically appear more inspiring than the slightly sad product carousels we see so often in our news feed. It gives you the opportunity to stand out and to present your products in line with the visual identity you had in your video, your instant experience, etc. Then you also create quick recognition.

4. Remember to split your creatives. For example, test the standard product display against a visual version from confect.io or test different visual versions against each other. Also split test on which product attributes and elements should appear in the ad. For example, should you include the price in the ad? In some cases YES. In others NO. Test it! LITE-VERSION 163 Opmize and evaluate your full funnel campaign

Your campaign is now set up. Have a little patience with the results. You need to create a lot of video views before your retargeting segment grows big enough for the DPA campaign to really take off.

Consider your full funnel campaign as an always-on activity that needs to be continuously energized. You have to feed it with new creatives at all 3 levels to give the algorithm something to work with - and something for you to evaluate and learn from.

You can expand with new ad sets with new themes - still in the same campaign. The shared campaign budgets ensure that you spend your money where there is the most return to be gained.

And remember in your evaluation that a new customer is more expensive to land a conversion on, and that you invest in the customer with an expectation of more sales in the future.

You must therefore continue to work with new customers with follow-up nurturing ﬂows and build loyalty - not just with Facebook Ads. LITE-VERSION 164 About the author

Kent Lyager Laursen is Head of Traffic in IMPACT Extend.

He works with his team of specialists on a number of the country’s most exciting customers in relation to digital commerce, but also runs campaigns worldwide for international customers.

At IMPACT Extend, they work with Facebook advertising as a tool to maximize online and offline ROI. They support the entire customer journey through strategic interaction between Paid So- cial and many other traffic channels.

Kent has worked with digital marketing since 2006 and along the way has worked both strategically and executively to build insightful, database-based relationships for a large number of Dan- ish and international companies.

LITE-VERSION 165 LITE-VERSION Use the Product Feed to Optimize DPA

Morten Lindgren Digital Marketing Director / Co-founder, Black Lemon

LITE-VERSION Opmal Use Of Your Product Feed

One of the things I often see when it comes to retargeting is that DPA campaigns tend to be forgotten once they are set up and running. The focus shifts to upper-funnel campaigns, as these often require more frequent replacement of ads and messages.

The idea is that customers cannot remember the ad from the last time they bought, which is often true and especially if the buying journey is short and the buying frequency is low.

But in the period when the ad is shown after e.g. a visit to a product page, there can be great potential in continuously keeping product images and messages fresh and relevant.

This is especially true on social media, where it is often small changes that can make a potential customer stop and notice the ad.

There are several ways to capture the user’s attention, but the most effective way is to work with the ad image, which in thiscase is the product images.

You can of course change the product images manually, which can work ﬁne if there are relatively few products in the product catalog. However, it quickly becomes confusing and time consuming LITE-VERSIONif you are dealing with a larger product catalog. 168 Historically, it has been difficult to automate updating of product images and one has been left to Facebook’s built-in option, which is, however, somewhat limited. Fortunately, today there are tools that can help with this, some more advanced than others. This is where the product feed comes into play.

LITE-VERSION 169 Real life case - how we signiﬁcantly increased the CTR (Click-Through-Rate)

There is often plenty of product information available in the feed that can help increase performance by making the ads more relevant.

In the case below, the starting point was information about the product’s brand, sale price and whether it was part of a sales campaign.

Using a tool that continuously transformed product images based on information directly from attributes in the product feed, we went from a standard DPA ad to an ad that automatically changed each time a sales campaign was run. Exactly the following changes were made:

• New background which was more in the style of the design from the website.

• Brand name of the product - The recognizability increases and uses the brand value of the individual brand to create security.

• Campaign Tag - When the product was part of a sales campaign, the name of that campaign was automatically included. item Percentage discount was automatically added when the LITE-VERSIONproduct was reduced. This, together with the name of the 170 sales campaign, creates an increased desire to click on the product, as one will not want to miss a great offer. Especially not on a product you have already shown interest in.

By adding the above, we managed to raise the CTR (all) ”Click- Trough-Rate% on all ad clicks”, from constantly between 2-3% to between 4-6%. When the budget for this campaign was +2 million DKK per year, then an increase of 2-3% - points is something that settlesLITE-VERSION in the number of conversions. 171 The above case requires that you have access to a tool that can help customize the images from the feed if you want to go a little further than the standard choices that Facebook offers.

There are now a number of tools that can do this and in a price range that suits most budgets and ambitions. But there are plenty of other ways to use the product feed to optimize its DPA campaign. Here are some more examples that I have personally seen great LITE-VERSIONresults with. 172 Opmizing the name of the product (Title)

There are not many characters to do well with, and therefore it pays to test different versions of the product title.

Using alternave product images

Do you always use the nice exposed product image with a white background? Then you are not the only one and it often works very well. But if you have other product images available in the feed, then you can often pick up an increased performance, by eg using product images with models.

It can also be something as simple as using an image as a background. The basic idea is to create an atmosphere around the product, which you as a consumer can relate to better and ﬁnd more interesting.

Sort out low availability products

It goes without saying that products that are not in stock should be sorted out, but very few people go one step further and sort out productsLITE-VERSION with low availability. 173 Do you sell eg clothing or shoes, it can often be a good idea to sort out the products with only one size left, as the chance of them being sold is signiﬁcantly less than other products, although they are often reduced.

A little note from real life: Remember that one-size-ﬁts-all products should not be included.

The above are just some examples of optimizations one can make based on the feed, but there are plenty of other options.

Avoid ad fague

One of the major problems with retargeting campaigns, especially those that appear for a long time after, such as an abandoned basket, is that you do not really respond to the ad anymore.

You have seen it too many times and have grown tired of it.

In addition to ﬁnding the optimal number of impressions per day (frequency), then there is the bonus of adjusting the images continuously that it also counteracts ad fatigue. LITE-VERSION 174 What works for others may not work for you

All companies and target groups are different, and although there are some improvements that are universal, this is far from always the case.

That is why it is important to test changes on an ongoing basis.

And here there are really good opportunities e.g. via the menu item “Test and learn” in Facebook Business Manager.

For many advertisers, DPA campaigns are an “always on” campaign, which makes it a really good type of campaign to test. In addition, relatively few changes occur, which reduces the chance that the test will be interrupted, and the budget is often stable.

There are, of course, a lot of other variables, but that’s probably the best one can hope for.

LITE-VERSION 175 About the Author

Morten Lindgren was born in the 80s and has been involved from the very beginning of the digital age and has experienced the pleas- ant sound of a 56k modem struggling to connect to the internet.

In the late 90’s he earned his ﬁrst pocket money on affiliate marketing and has subsequently worked with everything from website programming, to tracking and Web analytics, conversion optimization, running Google Ads, SEO and SoMe.

Yes, he has pretty much sat with all areas within digital marketing and with the responsibility for up to DKK 30 million in annual spend.

Most recently, he is a co-founder of Black Lemon, which has a holistic approach to helping companies with their digital strategy and execution across digital channels.

He has a holistic and nerdy approach to performance, and there is nothing better than things that can be automated.

Digital marketing is becoming more and more data-driven, and one of the best ways to automate campaigns, both in terms of structure and content, is by using a product feed. So, keeping the product feed sharp and up to date with all the relevant information LITE-VERSIONabout the product is a must today, and even more so tomorrow. 176 LITE-VERSION 177 LITE-VERSION Lift Study - Test whether DPA is Worth It

Jens Lundhede SoMe-Specialist, Webstarters

LITE-VERSION How many people would have bought your product if you did not adverse?

In this chapter, I will teach you how to attribute your purchases correctly through dynamic product advertising in your remarketing strategy.

Facebook is really good at attributing sales to your campaigns, but how many “new” purchases have you actually made? And would the user have purchased your product if you did not advertise to them?

It’s impossible to answer 100% correctly, but I will try to teach you how you can become even wiser about whether it is your Face- book ads that sold the product, or whether the customer actually converted somewhere else. in the journey.

 The pitfall of failed attribution, and you can therefore not interpret where the sale actually took place, is that you can risk throwing a lot of money in the wrong channels, and it can be expensive in the long run. LITE-VERSION 180 Issue

Facebook is obviously interested in the fact that it looks like their ads are the reason for the ﬁnal sale that gives crowns on the coffin bottom with you.

It makes their platform appear to be the most effective part of marketing, and who would not throw money in the most effective channel or the ad that generates the most sales?

The American social media giant is really good at attributing sales to their ads, and for many companies, it is also an effective way to sell products, services, or ideals when done correctly.

It requires the right setup, and not least the right combination of testing, monitoring and analysis.

How did it look?

The answer is dynamic product advertising, typically abbrevi- ated DPA.

In the following section, I will give you an example of what a typical buying decision might look like, and highlight how it can be a problem from an attribution perspective - and of course how to bestLITE-VERSION get it done so you get the most out of your ad dollars. 181 An example might look like this:

Your neighbor, Peter, is lying on the couch one Sunday afternoon. In the background, a football match is running, and the freshly mowed lawn on the television makes him think that his own needs a proper trip before the summer begins.

Then it hits him: The old lawnmower is kaput! He quickly snatches his phone from the coffee table and starts searching the Internet for a new lawnmower.

He quickly ﬁnds the lawnmower he wants, but he just wants to wait to buy it until his wife comes home so they can look at it together from the computer.

While Peter waits for his wife to come in the door, he ﬂips through his Facebook feed. Here he gets an advertisement for the lawn mower he has just been sitting and looking at and which he has decided to buy.

Who was really responsible for the sale of the lawnmower - Pe- ter’s own search, where he decided that it was exactly the model he wanted, or the remarketing campaign that showed him the product he had just looked at? LITE-VERSION 182 Soluon

It can be difficult to ﬁgure out, and this is where many companies are going to misallocate some money that could have been spent even better.

This is where “Exclusion Test” comes into the picture.

It is a tool developed by Facebook that can help you with just this problem. The way it works is that Facebook removes 10% of your audience that you have deﬁned in the audiences to which you target your ads.

These people will not be exposed to your ads in the usual way, such as in their feed. The 10%, on the other hand, will be your control group. The remaining 90% will receive your ads as usual.

The breakdown is important when you want to see if your sales are properly attributed.

When the test is complete, you can see in the reporting above the ad how many of the 10% in the test group did not see your ads but still bought the product.

The same goes for the remaining 90%, which is actually the ad’s active target audience. This allows you to see how much of the salesLITE-VERSION of a given product your ad actually stands for, as well as how 183 much of the sales actually come in other ways. It can be organic or through another type of advertising.

LITE-VERSION 184 Finding the tool

Under ”Test and Learn” in your Business manager, you will ﬁnd the tool under the name ”Exclusion Test”.

First of all, you have the option to perform the test on the entire account, or you can choose to target the test on one particular campaign.

For Facebook to provide you with a good portion of valuable data, there must be enough people to draw on.

I would personally recommend that you therefore perform the test on your entire account. If you simply select e.g. remarketing, you risk not reaching the minimum number of people that are the basisLITE-VERSION for your conversion data. This could be because your ad is 185 underrated or you have not used enough budget.

Furthermore, I recommend that when you run this type of test over an entire month. Once your test has started, you can follow the process and its results under the tab ”test details”.

Once the month is over, you will be able to enter ”Test and Learn” again. Here you can see the total number of conversions made based on the analysis setup you have chosen (the whole account or a single campaign).

LITE-VERSION 186 Worth knowing about aribuon

By default, Facebook attributes purchases made within 28 days of a click, or one day after delivery, to your ad.

This means that if Peter buys the mower within 28 days after clicking on the ad, or within 24 hours of seeing the ad, Facebook will believe that it is their fault that you sold the mower.

Although the 28 days are standard in Facebook’s setup, it does not mean that it is the right thing for all types of companies.

If you are selling a cheaper product that is typically not much consideration behind, you should probably change the attribution period to a shorter period. With Facebook, you can choose whether the attribution should take place after 1, 7 or 28 days.

LITE-VERSION 187 Conclusion

If your exclusion test shows good results, you have nothing to worry about.

A good result is when the 10% in the control group have not bought anything from your ads, but the remaining 90% have bought something. This probably means that the control group has not seen your ads, and that’s a good sign.

If, on the other hand, you see that your test shows something else, go in and work on your attribution. This means that there is something you can optimize on.

As a quick end note, I would add that it is also always smart to test your ads.

The exclusion test works really well for exactly the issue I am dealing with in my chapter, but you will surely also ﬁnd great ben- eﬁt from splitting your ads with different images, copies or CTAs. It is both an excellent way to optimize your advertising, but also a great way to get to know your target audience. LITE-VERSION 188 About the Author

Jens Lundhede has almost three years of experience. He started back in 2017 part time at Webstarters as Social Media Manager, and here he has been ever since. Today, he is responsible for a wide range of exciting customers and their advertising on primarily Facebook.

He loves working with digital marketing because he knows his work helps lift other businesses.

In addition to Jens’ passion for what he does, he has gradually developed into being relatively skilled in his ﬁeld. One thing is his years of experience and broad portfolio of happy customers, but in 2019, he also completed Facebook’s own exam and acquired a Blueprint Media Buying Certiﬁcate.

LITE-VERSION 189 LITE-VERSION A Mathematical Saline Injection for Facebook DPA

Christian Højbo Møller Digital Consultant, NoA Connect

LITE-VERSION Calculate If You Get The Opmal Outcome Of Your Adversing

There is a spider called Huntsman. It lives under the sand in the desert and emerges only at night.

The Huntsman spider has a unique property. It stands completely still in the dark, uses its 8 eyes and concentrates - to men- tally draw a map of the landscape so that it can navigate around it in the dark.

But what does that have to do with Facebook DPA?

This chapter will give you the tools to take a step back, get an overview of the marketing landscape and understand where to go if you want to be more successful.

You’ll probably get a somewhat different data-driven perspective on your Facebook advertising than you are used to. Often, even experts who are far more skilled than me at Facebook advertising get food for thought when I break down relatively complex areas into relatively simple “moving” math. LITE-VERSION 192 The secret behind Facebook adversing

If you start with these 4 met- With them we can calculate the rics, then the math can get you 5 other interesting metrics our- to the ﬁnish line: selves: 1. Traﬁc 5. CPM (cost per mille)

2. PPC (pay per click) 6. Reach

3. CTR (click through rate) 7. Ad spend

4. ROAS (return on ad 8. Omsætning spend) 9. EPC (earning per click)

The formulas below show you how to calculate multiple of these metrics back and forth.

In other words, you often only need to use 2-3 advertising-related metrics,LITE-VERSION so you can quickly calculate the others. You do not need 193 this very often, but (!) It is healthy to reﬂect on how these key ﬁg- ures are actually connected - purely mathematically.

LITE-VERSION 194 Your success on Facebook depends on how good you are at screwing these 3 buons

Look, now it got interesting. We can calculate the return on our Facebook advertising using CTR, EPC and CPM alone - as seen by the formula below.

CTR ∗ Reach ∗ EPC CTR ∗ EPC ROAS = = CPM ∗ Reach/1.000 CPM/1.000 We can translate this into 3 things you can work on to create a more proﬁtable return on your advertising dollars: Your ROAS is therefore a product of your CTR, EPC and CPM.

How do you turn on those buttons? Where to do it? And what to expect?

1. Good CTR = Eﬀecve Ad: It’s hard to say exactly what drives many clicks to an ad, but it’s a combination of a relevant ad with good eye-catching at the right time for the right audience.

2. Good EPC = Eﬀecve combinaon of target group, product and good website: To get a high EPC, you must have a well-functioning website and you must make sure to get clicks from Facebook with high relevance and quality - ie advertise for the right peo- LITE-VERSIONple. 195 3. Good CPM = Cheap Adversing: The price you pay to run your ad depends on supply and demand on Facebook as an ad marketplace. Your biggest opportunity to inﬂuence your CPM is partly timing and advertising relevance.

Dynamic product ads (DPA) can be a very powerful tool in this context as several experiments have shown that dynamic product ads can help to improve all three metrics - however mainly CTR and CPM.

Finally, of course, it’s about a good ROAS.

LITE-VERSION 196 Prove the eﬀect of your good product ads

It’s not clear how much improvement in your advertising budget you will experience by going from traditional to dynamic product ads, but it is not unrealistic to expect an 8-18% increase in CTR.

The increase in CTR is a consequence of better and more relevant ads, which often also gives a better score for ad relevance on Facebook. Therefore, it is also not immediately that CPM drops by between 6 and 10% if you succeed in producing interesting and current product ads.

What is it worth to your business?

It depends on a few other factors, but below is an example of the calculation (we assume that CTR increases by 14% and that CPM decreases by 8%);

In this example, our ROAS will increase from 8 to 9.91 as a consequence of our CTR improving 14% while our CPM decreases by 8%.LITE-VERSION It’s obviously a nice delicious improvement. 197 CPM> CTR: As the formula shows, we can also deduce that a 20% reduction in CPM will have a greater effect on our ROAS than a20% improvement in CTR, which is interesting. Therefore, one should not underestimate that advertising relevance is at least as important as the ”impact” of the ad.

It is unknown exactly how, ad relevance is calculated, but CTR is probably quite strongly correlated with that metric. Therefore, among other things, you can optimize your CPM by optimizing your CTR - but consider whether there are other ways you can make your ads exciting to the user without necessarily driving clicks. It might give you a lower CPM.

LITE-VERSION 198 Maximize your revenue or get the same eﬀect cheaper: What do you want to achieve?

ROAS is only an expression of efficiency and not effect. In addition, whenever possible, efforts should be made to optimize economic key ﬁgures and not channel-speciﬁc metrics, which is why we must have translated this ROAS improvement into a monetary value.

You encounter a choice here: Do you want a) to make your spend more efficient or b) to get maximum effect from your spend?

Understand the economics of your business: ROAS is the same independent. You get the biggest difference between Ad Spend and Revenue by using the same budget with greater effect - see example:

LITE-VERSION 199 On the other hand, it is not always about turnover, but also about actually making money (read: proﬁt). Just think about it: Is there an optimal ad spend, a ”minimize” and ”maximize,” when it comes to proﬁt?

Assuming a ﬂat proﬁt margin, then businesses with a positive ROI on their advertising make the most money by spending as much money as possible purely mathematically.

The challenge, however, is that there is this mischievous term LITE-VERSIONcalled ‘Diminishing returns’, which means that the last advertising 200 crown is always worse spent than the ﬁrst.

Therefore, like any other skilled marketer, you should experi- ment with the optimal ad spend for your business.

LITE-VERSION 201 Prove cases in your business - now

I would of course like to give you the calculator, go to dynamicproductads.com/dpa-calculator and download your own version of the calculator in Excel.

The rules are simple: Enter only values in the light blue ﬁelds, then the calculator should do the rest.

Knock yourself out, and good luck with your dynamic product ads!

LITE-VERSION 202 About the Author

Christian is one of Denmark’s most skilled digital marketing consul- tants, and especially his data-driven, analytical and mathematical approach makes him unique even to digital experts.

He is neither an expert in DPA nor Facebook advertising but was, for example, the main person behind getting PriceRunner started with real dynamic product ads.

In addition, this chapter is characterized by Christian, as a trained economist, contributing something very fundamentally in relation to digital strategy and the business understanding behind DPA.

Christian is currently a Marketing Management Consultant in the digital consulting house NoA Connect, which is part of the NoA family, where he helps a number of exciting companies to take data, technology and marketing to the next level.

LITE-VERSION 203 LITE-VERSION How to Scale DPA During Prospecting

Mikkel Rohde Stifter & Facebook Marketing Konsulent, See Why Digital

LITE-VERSION Scale DPA Prospecng

DPA is not a well-known tool to use when scaling your budget/ROAS in the prospecting fase. But it can actually go on to become one of your best campaigns.

The great thing about DPA is that it has an incredibly long lifes- pan compared to normal ads, where you can quickly ﬁnd that your videos/pictures no longer work.

With DPA, Facebook will constantly try (based on data) to ﬁnd products that the individual will convert from. With this in mind, it gives us ample opportunity to scale the budget in prospecting.

It is incredibly important to emphasize that DPA in prospecting only makes sense when you have a larger catalog. If you eg only have 10 products, it does not make sense to try and scale a DPA in prospecting.

It only makes sense if you have a wide product range (I recommend 50+) as it allows Facebook to show many different products to more people. A limited catalog will limit your chances of success with DPA in prospecting.

Try to notice some of the biggest advertisers such as. “Wish,” “ASOS,” “Amazon,” etc. They almost all use only DPA, and for good LITE-VERSIONreason: It works when you have a large catalog. 206 The praccal

Before we can scale our budget, it is important that we have a foundation that ensures that we can actually do it, otherwise we may risk spending too much money without getting a positive return.

The way we do it is to deﬁne and test audiences, texts, overlays for DPA and product sets. Here I share the exact setup you can follow to scale your DPA ads.

We go through these stages:

1. Testing of target groups

2. Ad testing

3. Prospecting on higher budget

4. Scaling

It is important to emphasize that we are investing in the performance of our future campaigns and will therefore get a greater return by using only tested audiences and tested ads. In general, I have always managed to make a proﬁt through my test campaigns and therefore do not waste budget without getting a positive return.LITE-VERSION 207 Tesng Audiences

If you already have a lot of audiences working for you, you can easily skip this stage. Feel free to go back to your account and isolate those audiences (lookalike audiences or interest-based) and reuse them for the next stage, ”Ad testing.”

If you do not have any clear audiences that you can reuse, then this is where you get some. We start out by selecting 10 audiences that we need to test to ﬁnd the ones that convert best. Here I would recommend that you start with the following:

• 4 different lookalike target groups, preferably on previous buyers as a start. It can be in the sizes 2% 4%, 6% and 8%.

• 4 different interests. Try to make them as wide as possible, you sell e.g. clothes, try the interest “Fashion”.

• 2 target groups where one is men and the other is women. Here you should not include lookalike audiences or interests. We keep them completely wide.

Once you’ve found your audiences, we’ll set them up in a test campaign. I use the following structure:

Campaign Level: Optimization: Sales from Catalog and Buy Bud- LITE-VERSIONget: Budget is set at campaign level (CBO) and must be DKK 1,000 208 daily.

Ad Set: Here we end up with 10 ad sets which are the 10 target groups you have formed previously. Each ad set has its own audience.

Set a minimum spend on each ad set of 90 daily. This is what you do at the top when editing an ad set. This ensures that the campaign uses the budget evenly across our audiences.

Ads: You can place up to two ads in each ad set/audience (reuse the same ones). It’s no rocket science. Just try to keep them as simple as possible. I would recommend trying two different texts.

We pause the campaign after ﬁve days and evaluate results here. The target groups who have received purchases within our desired price per. conversion, we move on to the next stage. The others we do not drive on with.

LITE-VERSION 209 Ad tesng

Now we need to test which ads convert best from our best audiences from before. Here we will try to get more angles, overlays and product sets in play. I would recommend that you start with 5 different ads and continuously test more.

The 5 can be the following:

• 1x Completely normal and standard ad

• 2x With different overlays

• 2x With combinations of different texts and overlays

It is important that you do not compromise on creativity. Standard DPA ads are boring and do not stand out from the news feed. You should try to generate DPA ads that cause the user to stop. Here, different images / designs are the key to success in my experience. Here you can use a tool such as Confect (www.confect.io)

If you have many different categories, it can also be beneﬁ- cial to test them by creating a product set inside your catalog with your different categories, and then testing which categories convert best.

Campaign Level: Optimization: Sales from Catalog and Buy Bud- LITE-VERSIONget: Budget is set at campaign level (CBO) and must be DKK 1,000 210 daily.

Ad Set: Insert min. 3 ad sets, each with its own audience tested in our previous campaign. If you do not have mine. three, then test multiple audiences. Again, we set a minimum budget for each ad set.

Ads: Insert 5 ads in each ad set. It’s important that these are the same ads you use in the different ad sets. Each audience can respond differently depending on which ad they receive, andwe try to ﬁnd the best combination between audience and ad.

We turn off an ad when it has hit 2500 exposures and then evaluate KPIs. We take those who are positive to the last stage.

Let this campaign run continuously and keep creating new ads that you can test. It constantly lets you have new good ads ready.

LITE-VERSION 211 Prospecng on a higher budget

Once you have completed your tests of audiences and ads, you should end up with a lot of good audiences and ads that have performed within your desired KPIs.

We rarely return to our test campaigns, so you can just turn them off.

We now need to use your tested audiences and ads on a higher budget, and it is in this campaign that we will try to scale budget and keep our ads active for as long as possible.

We follow the setup of our campaign below.

Campaign Level: Optimization: Sales from Catalog and Buy Bud- get: Budget is set at campaign level (CBO) and must be DKK 1,200 daily.

At DKK 1,200 a day in budget on your DPA ads, you are already far in your attempt to scale further.

There are several beneﬁts to starting your budget high. Face- book gets more data, and it helps a lot with the actual optimization of the campaign - but most importantly, it is easier to scale higher up. If we start at DKK 100 per day, we get little to no data, and we LITE-VERSIONﬁnd it very difficult to scale that budget to DKK 1,000 per day.On 212 the other hand, when we start with DKK 1,200 a day, it is easy to scale to double, which is a relatively high budget.

Ad Set: Here we use the ad sets / target groups we have tested and performed within our desired KPIs. I recommend mine. 3 and a maximum of 5 ad sets per. campaign.

Set a minimum spend of 50 daily on each ad set. We only want Facebook to spend a little budget per. ad sets to ensure that all ad sets stand a chance.

Ads: Insert min. 1 and a maximum of 3 ads. If you have more winners from your test, that’s ﬁne. You can save them for days when performance is no longer within your desired KPIs. Here you simply pause the ad that is not performing and insert your new ad.

Once you’ve completed your setup, I recommend setting a start date on your ad sets the day after early in the morning. By setting the start early in the morning, we ensure that we can get as much data into the campaign as possible. This helps Facebook further optimize and creates better results for us.

Monitor your campaign for the next 48 hours. If you do not see the desired performance, go back and test new ads or use some other ads you have already tested. If you are seeing positive results,LITE-VERSION you are now ready to scale your budget further. 213 Scaling

Once we’ve seen a good performance on our new campaign with our tested audiences and ads, we’re ready to screw up the budget further. Unfortunately, Facebook does not just work in such a way that you just screw up your budget and hope for the best.

The way. what we do best is that we slowly turn up the budget. We do this because with big budget changes, Facebook resets the learning phase, and then our data will be lost.

As a rule of thumb, you should increase your budget by a maximum of 20% per day. Then you are sure that the learning phase will not be reset.

LITE-VERSION 214 About the Author

Mikkel Rohde has been making Facebook advertising for a little over 3 years for some of Denmark’s coolest companies. He has spent well over DKK 40,000,000 on Facebook and can make blind- folded advertising.

Since 2014, he has been working with online marketing as a solo consultant. He focuses exclusively on growth and results; that is what motivates him.

Today, Mikkel has a budget of more than DKK 100,000 daily across his customers. He works primarily with webshops in many different niches.

He works exclusively with companies that aim to be growth comets and require intense advertising with the best options for scaling.

LITE-VERSION 215 LITE-VERSION Collection Ad - An Inspiring Ad Format

Martin Sønderbæk Indehaver, We Are Humans

LITE-VERSION Collecon Ads

Collective Ads are a format that allows your target audience to explore a universe of products.

This format only works on mobile and is thus optimized to provide a good experience on mobile devices - or as Facebook calls it: ”A hassle-free and engaging experience.”

96% (*https://datareportal.com/) of the active Facebook users use their mobile phone when they go on Facebook - this just helps to make collection ads even more interesting. At the same time, the format also works on Instagram.

In short, you can display an image or video in the collection ad, which includes product images (taken directly from your product catalog) below the image/video in a grid layout. People who click on your collection ad to explore are quickly and easily taken on to a visual experience that loads quickly, as an overlay directly in Facebook or Instagram - also called a ”lightning experience”.

See examples below. LITE-VERSION 218 Make use of Facebook templates

You can take advantage of Facebook’s own templates when you need to create your collection ad. Here you can see examples of the two templates we use most often when we create collective ads for our eCommerce customers: ”Store facade” and ”Product images”.

LITE-VERSION 219 LITE-VERSION 220 What do collecon ads look like?

Store facade: Here you can view products and for that you use your product catalog. You can either choose to use all your products or create collection ads based on product sets, eg brands, product categories, favorites, special offers or something completely different.

Example: isolés - bicycle are - wants to promote ”Jakob Fuglsang’s favorites”

Product images: With this template you can let people explore your products in an environment by showing them lifestyle images andLITE-VERSION then tagging the products that you see on the lifestyle images. 221 Here you choose which products from your product catalog you want to tag.

Example: Like ANNA - women’s clothing - wants to promote their spring news

LITE-VERSION 222 Extras: Collecve ad with dynamic ads retargeng

You can advantageously create a collection ad, which is displayed to those who have been inside and visited product pages and have put items in the basket, but have not yet purchased. Here you can let Facebook make a dynamic cover video.

Here, Facebook takes pictures, prices and product name from your product catalog and turns it into a video. This video is dynamic and tailored to the individual, based on what products he/she has seen and put in the basket inside your website.

To apply dynamic ad targeting to your collection ad, use the following:

• A catalog that contains product information about all the items you want to advertise with your Facebook ads.

• Correct implementation of the Facebook pixel. This is used to measure the effectiveness of your advertising and to understand the actions that people take on your website.

Can be used for the goal ”Sales from catalog”. LITE-VERSION 223 Example: Densidsteﬂaske.dk - sale of wine - dynamic remarkeng with a focus on sales

LITE-VERSION 224 How do group ads ﬁt into your campaign structure?

Collective ads work well for both new audiences and remarketing audiences. When we create a group ad, we typically show it to both new audiences and remarketing audiences. That way, you can inspire both new leads and those who already know your brand.

Your collection ad can be customized to ﬁt the items you sell.

It is important that you create product sets that contain the products that your collection ad should promote. Below I have gathered some ideas on how to use collection ads.

Use the collection format to advertise:

• New collections

• Selected brands

• Product categories; eg sneakers, dresses, wine from speciﬁc areas, products under / over DKK 500, men’s / women’s clothing, etc.

• Most popular products

• Items on offer LITE-VERSION• Some products in several variants 225 Geng Started

Enough talking. We need real action.

Now you need to start creating your collection ad - before you begin, consider what your collection ad should contain and promote.

You can ﬁnd inspiration in the examples above.

Next, create a product set consisting of the products you want to advertise. This is done under ”Catalogs” in Business Manager, where you can create a product set under product sets, where you choose which products are to be included in the product set.

Then you need to have a picture/video ready that you want to use as the primary ad content - it appears above the pictures when people scroll through News on Facebook and Instagram. If you want to use lifestyle images, you need to have them ready so you can upload them to the collection template ”Product Images”.

When creating your campaign, choose a goal that supports the aggregation format (Traffic, Conversions, Catalog Sales, or Busi- ness Traffic). In the ad itself, select the ”Collection” format and then select a template. Now you can create your instant messaging experience, add images, and customize the instant messaging LITE-VERSIONexperience. 226 Once you’ve made your lightning experience, you can click on preview on mobile and receive a notiﬁcation in your Facebook app, so you can see what the ad looks like in the target audience’s News Feed.

In the Images section, you choose how the 4 images under the primary image or video should be displayed - you can also let Face- book select these dynamically.

Publish the ad and see the results.

An important parameter for success with Facebook / Instagram advertising is optimization. So remember to monitor your campaigns, audiences and ad content and take a closer look at what works and performs best. From there, you ”just” need to keep doing more of what works!

Enjoy.

LITE-VERSION 227 About the Author

Martin has worked in the marketing department at Facebook and has therefore sat in the ”engine room” and learned how to create campaigns that convert.

Martin currently runs the agency We Are Humans, which specializes in Facebook and Instagram advertising, where the major- ity of customers are eCommerce companies that want to create results that make sense. ”Where I have my hands highest over my head is when I experience how Facebook advertising can help move and develop companies.”

LITE-VERSION 228 LITE-VERSION 229 LITE-VERSION Conversion Opportunities

Lukas Spangaard Founder, Adtivity

LITE-VERSION Conversion Opportunies

We all know that Facebook Ads should generate sales!

Which means that many people unfortunately only partly understand the actual conversion options that can help generate contin- uous sales in the long run and thus grow your actual business.

Facebook advertising is not a sprint but a marathon - the better you perform over time, the better the ﬁnal return.

But yes - we must then get something out of our money here and now, and one therefore often stares blindly at the Conversion and Catalog Sales objectives optimized towards the buying event.

The buying event is, as we all know, where we make money. Once it has been ”activated”, you are guaranteed money in the coffers - which makes it the most obvious opportunity to advertise against.

Optimizing against buying is also not entirely stupid.

However, one has to take some reservations and think about, as it can also become a costly affair if the data source (the event) that you optimize against does not have enough data.

Unfortunately, we often see this is the case when we see ad ac- LITE-VERSIONcounts from webshops with less spend. 232 So, how do we make our dynamic product ads better and optimize for the right conversion events? What are the current conversion events, and where should they be used in an optimal setup? How do we train our advertising to become marathon runners and not just sprinters?

I would be lying if I said there was one golden rule!

There is no correct formula and it is individual for each account - depending on budget, business area, geographical location etc.

But if there is one thing that dynamic product ads are good for, it is building sensible funnels with goals that substitute each other, and using conversion options in different ways so that you can fulﬁll what both your and Facebook’s goals are - namely to sell for you.

Just to take a step back, the conversion options (events) we are talking about are the following:

• PageView

• ViewContent

• ViewCategory

• Add To Cart

• Initiate Checkout LITE-VERSION• Purchase 233 A dynamic product ad is most often seen used in three stages, which are very common - namely: Prospecting, static remarketing and dynamic remarketing.

In addition, you can work with retention, upselling, cross-selling and so on…

We see in 9/10 accounts that all these three stages work towards the conversion event ”Purchase”, which we do not always fully understand - and why do we not understand it?

After geeking out algorithms, thousands of ads and spending millions of dollars on advertising - both for our own customers, but also after advising countless large international companies in our time as employees of Facebook - it just has to be stated that ”Pur- chase” does not always works best.

Facebook provides several conversion options, which is a good reason. An example of how to use the conversion options to support the dynamic product ads at multiple stages is shown below:

LITE-VERSION 234 In the example above, we show in black and white that the idea of setting ”Purchase” as a goal for its DPA ads - without actually having the size of the data source in place - is hardly as proﬁtable. The two off campaigns have created a fairly small turnover, sales and ROAS compared to the top two campaigns, where we have made sure to give the data source that will pull the purchases, more data.

A simple change in the text constitution and the conversion event, which has been made on the basis of the Pixel data, has meant that the return on the ads - both in Prospecting and in the dynamic one - was improved by resp. +4 and +5 in ROAS!

”Well, what have you done besides spending more money?”

We have just taken a step back and told Facebook that we do not want all our new customers (Prospects) to buy immediately - we haveLITE-VERSION seen in previous campaigns that it is WAY too expensive, but 235 how often do you actually catch also a new buy-ready customer, without it costing a farm?

We would actually rather have them tell us what they are interested in - because then our direct remarketing can take over (DPA) and create the conversions, as well as a much better customer experience.

In this way, we ”feed” our pixel data at the stage of the ﬁnal conversion - which complements our remarketing DPA really, really well.

It gets in shape, so in the end we have some self-propelled campaigns that only need to be optimized continuously, but never dras- tic changes are made - which means that they get a stable return and you get more time to concentrate on other parts of your business!

Or create new campaigns :-)

This little tip can be used all the way back to the Pageview event, for the essence of all of the above and what I’m really trying to say is:

”You can never expect people to buy your products directly, but you can always expect that the more data that is created, the LITE-VERSIONgreater your chances of actual conversions.” 236 Now use the tools that you are given and your common sense - when building a house, you do not start with the decor. You ﬁrst build a solid foundation (PageView), set up walls (ViewContent), lay a roof (Add To Cart) and ﬁnally you get to decorate your home (Purchase).

If you ignore one of the upcoming events, you can not expect the house to last forever but only for a short time.

LITE-VERSION 237 About the Author

Lukas is a Founder of the Social Media agency Adtivity, and has previously been an Ads Specialist in Facebook’s SMB department. For many years, Facebook Ads has been his livelihood, and devel- oping business via social media is his core competency!

In 2019, he won an Award for Adtivity for being in the Top 100 Marketing Agencies, Worldwide - at MADCon in Dubai - based on the results Adtivity created for their customers.

LITE-VERSION 238 LITE-VERSION 239 LITE-VERSION Spend Less Budget on New Customers - and Nurture Your Existing Ones!

Morten Svinth PPC Tech Lead & Senior Digital Marketing Consultant, Novicell

LITE-VERSION Nurture Your Exisng Customers

Many companies focus on, ”How can I get more new customers through the sales funnel?”

But in reality, there is tremendous value in prioritizing its budget and resources on existing customers.

Several studies show that it costs up to ﬁve times as much money to get a new customer as it does to maintain an existing one. At the same time, only about 18% of companies today actually focus on that part of the customer journey1

Social media marketing is one of the most effective channels for just that discipline. And Facebook DPA campaigns in particular have (almost) endless possibilities for segmenting and personaliz- ing based on behavior based on your products

Unfortunately (or fortunately for you, perhaps) quite a few companies take advantage of the low-hanging fruit here.

Read on and get smarter.

LITE-VERSION1www.invespcro.com 242 Take advantage of the many customer retenon opons

Start by considering what you want to achieve/offer with the ”retention phase.”

Do you want to offer your existing customers special offers, discount coupons for loyal customers, supplementary products to the product they have already bought, (reactivate) customers who have not bought in x number of days or something completely ﬁfth?

Once you have found your focus, test whether it actually works for you and your business.

Let me try to give a few concrete examples.

LITE-VERSION 243 Example 1: Customer service:

In the example here, the products that the user has already purchased are sold. It is segmented so that the user has purchased LITE-VERSIONa product within the Apple IPhone category - and we now present 244 relevant accessory options.

That way, you can achieve a really nice ROAS by the right combination of a product combined with accessories, supplements or the like. In this speciﬁc case, we saw a marked improvement in ROAS compared to other DPA campaigns.

It gives in good Jutland ”good ordinary” to consider possible compositions in your product catalog. Are there any products that are typically combined with others, are there any special products you would like to promote?

It helps to increase your customer loyalty, Customer-life-time value and not least your revenue.

LITE-VERSION 245 How do I get started?

But: How is it then that we practically set up a DPA campaign in the retention phase?

Let’s get started.

First and foremost, you need to keep track of the division of your product catalog.

Here I would recommend making some different product sets similar to what you would like to offer.

If you want to showcase all your promotional products, you need to set up a product set that includes them.

If you want to showcase relevant accessories instead (as in the Apple example above), then of course you need to have a product set with those products.

Once you have the clarity of what you want to achieve, you can also easily create the product sets that suit it. Keep in mind that what you place in the product set are the products that will appear in your ad.

So pay attention to whether you can just use the classification according to the classification of your website (product type), or LITE-VERSIONwhether you have to segment it manually. Sometimes you find that 246 an accessory product placed in the category on the page does not always make sense for the ad.

You create the campaign as a normal DPA campaign. And you can also easily create it as an ad set in an existing DPA campaign.

When it comes to choosing options for your ad set, there are just a few points to keep in mind.

1. Choose the right product set Here you choose which products you would like to be promoted in connection with the ad. In the example here are the IPhone accessories.

2. Select the appropriate targeting criteria

Next, you need to choose which targeting criteria to meet for the given target audience. Here we choose which product set it is to be deﬁned based on.

In the given case, we would like to include all the purchases where the Apple IPhone product set has been involved.

Next, you choose how long a period after the purchase to look back on. In the example here, 30 days have been selected and at the same time the user must not have bought the last 2 days. LITE-VERSIONIn this way, we can set a delay in relation to how long after the 247 purchase the user must be promoted for further advertising.

The number of days is not something that is ”cut in stone” - it is an example and will depend on just your company, your products and shopping trip in general.

Test what works for you and use if necessary. Facebook Analyt- ics to get indications of the customer journey in general.

The ”Cross-sell” function can also be used in this context, but if you want a more deﬁned segmentation, you can use ”custom combinations.”

 If you want to offer your customers a discount coupon, you can select the option ”offer” and thus put together your offer and discount coupon. For example, saving 10% on your next purchase can be a great way to reactivate your previous customers.

Once the settings are in place, you can start creating relevant ads that match the product set. Feel free to test several variants and ﬁnd out what works for you. LITE-VERSION 248 Test, Measure, Learn

As I said, there are endless opportunities to take advantage of the retention phase of DPA advertising. It’s about ﬁnding out what works for you and constantly testing different options.

The retention phase is not necessarily a format that must run constantly from the same model. After running different variants, you will probably ﬁnd that some things just do not work in practice as in theory. This is about taking the learnings on and ”building on” from there.

On the other hand, there is no doubt that you will be able to lift your performance by releasing some of your marketing budget for the retention phase, so it’s about ﬁnding the right formula that works for you.

But now that you know that it’s ﬁve times cheaper to retain an existing customer compared to getting a new customer in, it might give you new inspiration to try and prioritize differently than now.

Good luck with your tests in the retention phase. LITE-VERSION 249 About the Author

Morten Svinth works with digital marketing for a wide range of customers such as PPC Tech Lead at Novicell, which is a digital consulting house.

Here he specializes in Facebook advertising for several different types of e-commerce companies internationally.

He often sees a great focus on awareness and the buying phases but a lesser focus on how to actually retain and care for existing customers.

LITE-VERSION 250 LITE-VERSION 251 LITE-VERSION Use Dynamic Product Ads to Boost Sales from Your Marketing Campaigns

Kasper Toxvig Marketing Manager, Rito

LITE-VERSION Combine DPA And Your Other Markeng Campaigns

The strategic background for my tip about the use of DPA to increase sales from your marketing campaigns stems from my work with Facebook advertising at Rito.dk.

We have a wide range consisting of more than 20,000 different item numbers at the time of writing, and our sales are also widely spread across all item numbers.

In order to continuously focus on as many products as possible in our marketing, we typically run over 10 marketing campaigns per. month.

The product range in a marketing campaign is typically wide with over 1,000 different items on offer.

With so many different items in a marketing campaign, itcan of course be difficult to select exactly the products that makethe best sense to include in our graphic marketing material, so that we reach as many potential customers as possible with the most relevant products…

And this is where Facebook’s amazing DPA campaign type comes into the picture. LITE-VERSION 254  Before we go any further, I would like to emphasize that this tip can also easily be used by webshops with far fewer products and marketing campaigns - and both in connection with retargeting and retention as well as push advertising.

LITE-VERSION 255 Step 1: Deﬁne the products from your markeng campaign

Before we start creating the DPA campaign in the ad manager, we need to have deﬁned which products are part of that campaign, so we are sure that Facebook will show users the right products in the ad.

You do this by creating a new product set in the catalog administrator that matches the product range for your marketing campaign.

The smartest and fastest way to add the products to the product set is by deﬁning them based on the webshop’s campaign category or using labels in the product feed with the name of the product’s affiliate marketing campaign.

LITE-VERSION 256 Step 2: Tailor your DPA to the markeng campaign message

Once you have created the DPA campaign with your desired audience and your campaign-speciﬁc product set, it’s time to customize the ad itself.

You do this ﬁrst and foremost so that the ad not only appears like any other DPA - but most importantly to mark urgency and important messages from the marketing campaign.

An example could be your Black Friday campaign, where the ad text and description are adapted to your message with the number of products on offer and the highest savings.

A good tip to stand out and get maximum visibility in the news feed is to use a graphic overlay for the product images or to adapt the product images even more to the marketing campaign’s message with the tool Confect.io.

LITE-VERSION 257 An example of our Black Friday DPA from 2019

LITE-VERSION 258 Step 3: Let Facebook select products with sniper precision

Once your campaign is approved by Facebook, you can sit back and enjoy the sight of the hopefully good sales ﬁgures in the business manager...

Meanwhile, Facebook is constantly targeting with sniper precision the most relevant products from your marketing campaign to each user based on their huge amount of user data about which speciﬁc or similar products the user has shown interest in previously on either your webshop or elsewhere on the internet .

LITE-VERSION 259 Conclusion on the use of DPA for markeng campaigns

We do not use the dynamic product ads as an alternative to other ad formats that Facebook offers, but as a supplement.

Therefore, we almost always run these DPA ads along with another Facebook ad for the same marketing campaign.

In some cases, the dynamic product ad for the marketing campaign generates far more sales with better ROAS than the corresponding ad with one campaign image or video - and other times it is the other way around.

My rule of thumb is that the more products a marketing campaign contains, the better the dynamic product ad performs compared to the corresponding one-piece ad. campaign graphics.

But as with all other marketing aspects, it always makes the most sense to test it out on some of your own marketing campaigns on your own webshop and make your own experiences.

LITE-VERSION 260 About the Author

On a daily basis, Kasper Toxvig is responsible for Facebook advertising at Rito.dk and their four other webshops abroad.

On an ongoing basis, he also helps other companies grow through Facebook advertising.

Rito is a webshop that sells hobby articles with more than 20,000 different items in everything for creative hobbies. As they expanded the range with many new product categories, Hapsker quickly dis- covered the beneﬁts of using dynamic product ads on Facebook.

For the same reason, he has continuously spent a lot of time testing and optimizing these, among other things, with the use of graphic overlays and the integration of marketing campaigns in the DPA format.

LITE-VERSION 261 Thank You

Hello, hello. You made it all the way to the end!

That was quite a few pages to crawl through on a very nerdy topic.

Well done :-)

Hopefully you have become a real DPA expert and can get the investment of the book here earned home many, many times again.

Our tip is to test as many of the different approaches as possible - and see if it works for your business.

All the experts have been sitting with Facebook advertising for several companies over time, so most of the advice is reusable.

But: You can never know for sure if it will work for your own company, and we have over time seen many different results from the almost same split test.

If one of the split tests you are considering doing is to change the design/images in your Dynamic Product Ads, we at Confect.io would be happy to help.

That is why we have made a special offer for everyone who has LITE-VERSIONread this book: 262 Namely that you can get 45 days free trial together with 3 designs, we make for free for you in Confect.

Then you can - with minimal risk and investment - test whether you will be able to optimize your performance by going from the pictures with the product on a normal generic white background, to a version tailored to your brand and design.

Write to [email protected] and include ”the offer from the DPA book” in the subject line if you would like this free offer.

If there are any of the topics you have questions or comments on, the author behind the topic is happy to answer your questions. So you can just write to the person and get some extra tips and tricks.

Thanks again for reading along.

Greetings,

Confect.io and all the experts in this book

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