For those of you that prefer to learn by video, I enlisted Jason from our Success Team to demo our new dynamic ad campaign workflow for you. For those of you that prefer step-by-step instructions, see below the video.
Step 1: Create or Select a Campaign
You can either create a new campaign or choose to add ad sets to an already existing dynamic ad campaign.
If building a new campaign, select your Facebook business account, the catalog you'd like to promote, and create a name for your campaign.
If selecting a previous campaign, simply select that campaign from the drop-down.
Step 2: Build or Select Product Sets
Select the product set within your catalog that you'd like to promote. You can either choose to use "All Products" or click the drop down to select an already existing product set.
If you'd like to create a new product set, click the "+" symbol to open the Create New Set modal.
If you'd like to promote multiple product sets, click the "+" at the top of the box. You can use up to 20 different product sets per campaign workflow.
Step 3: Choose Your Product Audience
For each product set used, you'll need to select a product audience. With the latest dynamic ad workflow update, we made it so you can set up your prospecting, retargeting, cross-selling, & upselling campaigns within the same workflow.
Start by specifying whether you'd like to create a "Prospecting or Broad Audience" or "Retargeting, Cross-selling or Upselling" product audience.
If setting up a retargeting, cross-selling or upselling audience, you can choose to build a new audience, select an already existing audience, or build from an already existing audience.
If creating a new audience, you can specify website or app visitors you'd like to include or exclude based on actions.
We have variations on our product audience builder based on industry. While our example image shows a retail-focused audience builder, our system will detect whether you’ve selected a Retail/eCommerce, Travel, or Real Estate catalog and automatically take you to our audience builder with the user actions that make sense for your customer journey.
Step 4: Build or Select Targeting
For targeting, you can again choose to select targeting you've previously saved or start from scratch.
Within the targeting workflow, you have options to include or exclude Custom Audiences, locations, interests, behaviors, age ranges, gender, and various other demographic information.
For location and behavioral targeting, utilize the "Previously Used" dropdown to select from interests or behaviors you've selected in the past. Our Smart Suggestions will offer additional interests or behaviors that may be relevant based on both your past selections and your current selections as you build.
As you create your audience, our reach estimate on the right hand side will let you know the amount of people your campaign may reach based on your audience and targeting selections.
Step 5: Choose Your Placements
Once you've selected your targeting options, you can select the places you'd like your ads to be seen.
By selecting "Automatic Placements", Facebook will place your ad where they believe it will perform best. This might include Facebook, Instagram, or the Audience Network.
Alternatively, you can select placements yourself. You can specify which placements you'd like to include based on device, social channel, and location. If you'd like to test multiple placements, click on the "+" symbol to add additional placements.
Step 6: Choose What You'd like To Test
In the Permutations Summary, you can choose which targeting options you'd like to permutate against. The options that appear will be based on the items you've selected in your targeting.
As you select different items to test, the total in ad set permutations will show you how many ad sets you have created based on your selections.
Step 7: Choose Your Optimization, Schedule, Bid, and Budget
Choose what success metric you'd like to optimize against, and your preferred conversion window.
Select either automatic bidding to let Facebook set your bids to get you results at the best price, or select manual bidding and choose your bid amount.
For budget type, you can choose standard or accelerated. Standard budgets will be spent on a schedule you select. With accelerated budgets, Facebook will show your ad as quickly as possible with the budget specified.
Based on the budget you've selected, we provide an estimate for the amount you'll spend over the selected schedule for your campaign.
Step 8: Build or Select Creative
You can choose to build new creative or use existing creative you've previously saved.
When building new creative, select either a multiple product carousel or a single product ad to start, as well as the Facebook and Instagram account attached to your campaign.
Underneath, you'll see an area to add text to your ad. This text will be the main copy sitting above your product images, and you can use both static text and dynamic text in your creation. If you scroll down further, you'll also be able to use either static or dynamic text to specify your product image headline and description.
For carousel ads, a card with your profile picture, linking to the URL provided will automatically be added. Deselect this option and select "Add up to 8 static cards" if you'd like to add a custom static card to your carousel. This option can be used to add category-level images or videos to highlight your products.
Select "Add an overlay" to create a dynamic overlay with pricing information to your ad. Using the Edit Overlay Appearance module, you'll be able to specify shape, font, color, and position. For more customized dynamic image template options, reach out to your Customer Success team for more information.
Select the checkbox for "Add my tracking URL parameters" to enable creative labels & tags. At the bottom under Tracking Options, you can a third party click tracking URL.
To create multiple creative permutations, select the "+" at the top to build out various creative versions. You'll be able to preview your creative, paired with the product sets you've selected, in the Ad Preview.
Step 9: Review Your Ad Sets & Ads
As a final step, before placing your ad order, you'll be able to review the ad sets and ads you've created.
By selecting "More" on the left-hand side, you can see details for each ad set. By selecting the pencil icon to the right of the ad set name, you can also re-name your ad sets.
If there's an ad set or ad you'd like to remove, you can select "Delete" under Options, and your budget will automatically redistribute. If you'd like to reinstate that ad or ad set, simply select "Undo" again under Options.
After you've reviewed your ad set and ad summary, and are happy with the campaign you've created, simply select "Place Order" to complete your campaign.