Facebook launched dynamic product ads in 2015 to help ecommerce owners run targeted, optimized, and scalable ad campaigns. Dynamic ad campaigns are a powerful tool for emerging and established businesses looking to increase conversions and boost sales — without spending hours configuring individual campaigns. In this post, we’ll show you how to launch dynamic ad campaigns on Facebook from your Webflow Ecommerce store.
Before we dive into the how, let’s look at why you should consider setting up dynamic ad campaigns on Facebook.
They’re optimized to boost conversions.
Dynamic ads rely on data, captured by the Facebook pixel, that helps you optimize your ad campaigns and target the right people with the products they’re most likely to buy.
For example, you can target users with ads for products similar to those they’ve purchased, viewed but did not purchase, or products they added to their cart but abandoned because they got distracted by oh wow the new Black Mirror movie is out?
They’ll save you time
The dynamic product ads allow you to automate the ad creation process and use a single ad template to generate any number of ads you need. Once you set up your campaign once, it will continue running, and updating with your inventory, for as long as you’d like.
They’ll update to match your store’s inventory — automatically
Facebook’s dynamic ads are synced directly with your store’s product feed, ensuring that your ads are updated with product prices and availability.
Convinced? Great! Let’s look at how to set up these dynamic ad campaigns, starting with the Facebook pixel and Facebook catalog.
The Facebook pixel
One of the most powerful tools in this set of integrations is the Facebook pixel. The Facebook pixel is an extremely useful tool for boosting conversions and selling your products. The power of office pets to also sell your products shouldn’t be overlooked.
The Facebook pixel is a snippet of code you install on your site to track people’s activity and relay that information back to your Facebook Ad account.
Once you’ve installed the pixel, it yields powerful insights that let you build custom audiences for your dynamic ad campaigns. Below, we’ll walk you through the process of creating your Facebook pixel, adding it into your Webflow Ecommerce site, and connecting it to your catalog to run dynamic ad campaigns.
If you’re still curious about exactly what the Facebook pixel is, I’ll defer you to Facebook’s description, a handy dandy Google search, or Bing … if that’s your thing.
Now that you’ve created your Facebook pixel, you’ll want to copy the pixel ID to add to your Webflow project. To do this, open the settings tab under your Facebook pixel and copy the pixel ID:
Step 2: Adding the Facebook pixel to your Webflow project
Now that you’ve created your Facebook pixel, you can add it directly into your Webflow project in your Webflow project settings — in three simple steps:
Open your Webflow project settings and head to the integrations tab
Scroll down and paste the pixel ID under Facebook pixel
Save your changes and publish your project
If your site might collect personal data from EU residents, you’ll need to comply with the GDPR. To do this, enable delay for cookie consent — this delays loading the pixel until your site visitors accept cookie consent.
The Facebook catalog stores all the product information that will dynamically fill your ads. Once you create your catalog and connect it to your ecommerce store, by way of the all-powerful pixel, the Catalog will automatically update to match your actual product inventory in the Facebook Business Manager.
Select the catalog type that best describes your business (for you, E-commerce)
Enter a name for your catalog
Enabling the catalog integration in your Webflow project
To enable the Facebook integration in your Webflow project:
Open your Ecommerce settings in the Designer
Enable Facebook inventory sync
Copy the data feed URL
Save and close the integration settings
Connecting your product catalog to your ecommerce store
Now that you’ve copied the data feed URL from your Webflow Ecommerce store, you’ll add it to your Facebook catalog. To do so, open your Facebook catalog > select Product Data Sources >select Use Data Feeds > paste in your data feed URL. Finally, wait for the upload to complete and review your products
Now that your product catalog is set up, you can set up your dynamic ad campaigns.
In the Audience section, choose the people you want to target with your ads
Choose your placements, budget, and schedule for your ads
Select the Facebook Page and, if you’d like, the Instagram account representing the business you're advertising
Select an ad format for your template: you can choose a single image, carousel, or collection format
Fill in the rest of the details for your ad
The great news about dynamic ad campaigns? Once you’ve set up your dynamic ad campaign, it will continue working for you for as long as you want — targeting the right people with the right product(s), and constantly updating pricing and availability.
With your Facebook pixel and Facebook catalog set up, you’ll also be able to set up Instagram Shopping, which allows you to tag products in your posts and stories.
Fancy meeting you here! I’m the Head of Diversity, Equity, and Inclusion at Webflow. If you're in the market for dad jokes, dog GIFS, and insights into what we're working on at Webflow, follow me on Twitter!