What does a high-converting product ad look like? It depends on who you ask. Each and every audience, consumer, and demographic have unique preferences and differ in the way they respond to ads. And while there’s plenty of research out there telling us who likes what and how to attract certain audiences, there’s no better way of getting it right than by using the insights from our own ads. Marketers can’t read minds, but they can use historical ad insights to better understand which ads work and which don’t. That’s why many of today’s ecommerce channels offer analytical tools to help advertisers do exactly this. Among them, is the beloved Facebook Ad Insights.
In this article, we’ll look at why it makes sense for marketers to import Facebook Insights into their feed management solution and we’ll walk you through how to do this on Productsup.
What can we learn from ad performance
With Facebook Insights, you can explore the key performance metrics of your ads, ad sets, and campaigns across Facebook and Instagram. This includes data like ad spend, reach, number of impressions, clicks, cost per action type, and more. With this information in hand, it becomes easier to identify how and where ads and campaigns can be optimized. For example, maybe you see that a certain campaign is taking up a large portion of your budget, but underperforming. You could use this information to make a better-informed decision on how to address the issue in terms of campaign and budget settings. Alternatively, if an ad has a high click-through rate but a low conversion rate, it may be time to review the ad copy to ensure it’s not misleading.
Facebook Ad Insights and feed management
Performance analytics and feed management go hand in hand. Here's what integrating Facebook Insights into your product feed enables you to do.
Act faster on actionable insights
Of course, adjusting campaign settings is simple to do from the comfort of Facebook Ads Manager, but what if you want to adjust the content in your ads based on these findings. And what if you want to do it in bulk? In cases like these, it makes more sense to have your performance metrics and feed management solution live side by side. Why? Because adjusting actual content within Facebook is highly manual and much more efficient when using automation. This way, you’re able to segment your product data, make bulk changes, and optimize copy more easily and in a fraction of the time.
Maximize optimization potential
Analytics data is gold and should be used as much as possible to get as much value out of it as possible. Sure you can adjust your campaign settings in Ads Manager based on performance metrics, but why stop there? Incorporating these statistics into the feed management process helps you get even most out of them.
Here are some other optimization possibilities you might consider during the feed management process.
- Use custom labels to group products more effectively for better budget allocation and performance. For example, use insights to identify possible upselling or cross-selling opportunities. Then use a feed management tool like Productsup to automatically create and add custom labels to your feed.
- Trigger Dynamic Ad Overlays using custom labels generated based on Insights. For example, maybe add “Free Shipping” to certain ads that appear to be underperforming. Or add promotions to certain products based on performance.
- Exclude poor performing products from your product catalog to save money.
- Adjust ad copy based on ad or ad set performance.
- Identify elements and opportunities for better A/B testing.
Import Ad Insights into Productsup in just 3 steps
Facebook Ad Insights can be added to your product feed within Productsup in just minutes using the ready-built Facebook Marketing API. All you need to do is take the following three steps.
- Add an authentication. (Learn more.)
- Add Facebook Ads Insights as a data source.
3. Let us know your account and campaign ID, how far back you’d like us to go.
And just like that, you’re done! The API will fetch performance metrics and automatically merge them with your existing product catalog.