Localize your Facebook dynamic ads with multi-language, multi-country feeds

Localize your Facebook dynamic ads with multi-language, multi-country feeds

March 17, 2021
We know that feed-based dynamic ads are an essential format for many brands and retailers. They allow ecommerce marketers to promote entire product catalogs automatically, delivering highly relevant ads to target customers – no matter their device or stage of the buyer’s journey.
So, when Facebook launches new optimization options or adapts the format for other verticals like automotive and travel, it’s welcome news. In turn, here at Productsup, we are always adapting our platform to help our customers get the most out of their dynamic ad campaigns.
Read on for more insights into multi-country and multi-language dynamic ads, and to learn how to localize your Facebook dynamic ads by adding country-specific and language-specific product content to your Productsup feeds.

What are localized dynamic ads on Facebook?

Last year, Facebook introduced dynamic ads for multiple languages and countries, so that businesses selling products cross-border and multinational retailers can ensure audiences in different locales will always see relevant items – in the right language, with accurate price and currency and with localized product information.

Benefits of localized dynamic ads

When you use localized dynamic ads, you get all the benefits of regular Facebook dynamic ads, plus increased relevance for residents of multiple countries and speakers of around 50 world languages.
So, the benefits of multi-country dynamic ads include:
  • They’re efficient. You can show your audience unique creative and hundreds of tailored ads, without having to manually set it all up. Instead, your product information is pulled from your feeds and inserted into the dynamic ads template.
  • They’re evergreen. Facebook is an evergreen, “always-on” channel, so once your campaign is set up, it won’t need much regular maintenance, as your product information will automatically be kept up-to-date as you edit your feeds.
  • They’re highly relevant. Localized dynamic ads are the ultimate in offering increased relevance and a great product experience to your audience. They ensure the right products are promoted, with the right information and in the right language, every time.
  • They give you advanced targeting options like the ability to filter by category, brand, or price, helping you reach higher click-through and conversion rates and ultimately a higher ROI.
  • They reach audiences across devices. Facebook excels in delivering perfectly tailored advertising on any device, but it is also great for reaching unique users across different devices. As long as a user is logged into Facebook, they can be reached with relevant ads, in the right format.
  • They offer detailed performance insights that let you know which ad, product set, and type of audience has driven the best results. These insights can then be used to test and further optimize your targeting, bidding, messages, and creative.

When to use localized dynamic ads

When you sell all or part of your product inventory globally, you can benefit from Facebook’s multi-country, multi-language dynamic ads. You can decide which products should be advertised in which countries, and add the right variations for attributes like title, description, price, and currency to your catalog.
For example, if you sell clothing in 16 different countries, you’ll want to make sure the product information promoted via your dynamic ads is always relevant no matter where in the world your audience is viewing it.
Pricing, stock availability, and URLs should be accurate across each geolocation, and localized dynamic ads can help you automatically serve the right information, create a better customer experience and ultimately increase sales.
Similarly, if you want to talk to customers around the world, it’s necessary to have product information available in all of your target languages, so that the information pulled through from your catalog to the final ad makes sense in each global market.

How to create dynamic ads for multiple languages and countries with Facebook and Productsup

The Productsup platform allows retailers to catalog their products ready to serve ads in different countries and languages, all from one master feed. This way, our customers can advertise their products to multiple countries dynamically, managing everything from one centralized place.
We provide a special Facebook Localized Ads template specifically for multi-country or multi-language dynamic ads, and Productsup customers can access this by choosing the relevant Facebook Localized Catalog export option within our platform.
Here’s the five-step process to effortlessly create localized dynamic ads with Productsup:
1. Set up your master feed in Productsup
You’ll use your master feed to manage all of your products across the global market from one file. The master feed must contain unique product IDs, with no duplicates.
You can set your master feed up by importing your existing Facebook dynamic ads feed into Productsup and removing duplicate products within the platform, or import a de-duped feed containing all products.
2. Create your product catalog in Facebook
It’s time to export the master feed to Facebook to create your product catalog in Facebook Commerce Manager. In Productsup, go to Exports A/B and add the Facebook Dynamic Ads export.
Productsup allows you to map your attributes according to Facebook’s data feed fields and specifications for catalogs.
3. Create your country feeds and upload to Facebook
Your supplementary country feed(s) will contain override fields for specified countries, for example where a product may be priced differently in Germany versus France.
Country feeds submit country-specific product information to Facebook, like the title, availability, size, and url.
In Productsup, upload your country feed(s), go to Exports A/B, and add the Facebook Localized Catalog - Country Feed export to each country site.
Here you can give each feed a unique name, and map your attributes according to Facebook’s data feed fields and specifications for catalogs.
Then, in Facebook Commerce Manager you can add an upload schedule which is in line with your Productsup Site Scheduling, and upload each language feed to your existing Facebook product catalog by choosing “Add Localized Product Information”.
4. Create your language feeds and upload to Facebook
Your supplementary language feed(s) will contain translations for specific fields, such as the title or description.
Language feeds are relevant for countries where you need to submit product information in more than one language, like Belgium or Canada.
In Productsup, upload your language feed(s), go to Exports A/B, and add the Facebook Localized Catalog - Language Feed export to all sites containing products in different languages for the same country. For example, Belgium - French Language or Belgium - Dutch Language.
Here you can give each feed a unique name, and map your fields according to Facebook’s data feed fields and specifications for catalogs.
Then, in Facebook Commerce Manager you can add an upload schedule which is in line with your Productsup Site Scheduling, and upload each language feed to your existing Facebook product catalog by choosing “Add Localized Product Information”.
For all of your supplementary country feeds and language feeds, ID fields must be complete and each ID must match the ID in your original master feed. You must also include an override field, containing the ISO code for the relevant language or country.
5. Create your localized dynamic ad in Facebook
When you come to create your dynamic ad in Facebook Ads Manager, you’ll need to select your objective, name your campaign and select your localized catalog. Select the right product set, and enter your audience, placements, budget, and schedule.
Choose your format (single image, carousel, or collection), add your creative for your default language and country, then select “Add languages” to add a headline and text for each of your additional target languages.
You can preview how your ad will look in a certain country, and when you’re happy select “Save” and “Confirm” to start running your ad.
And that’s it – you've created a multi-country, multi-language dynamic ad based on your localized Productsup feeds!
You can find out more about how the Productsup platform helps you create localized dynamic ads in our help article about the Facebook localized ad template. New call-to-action
HP
Hayley Pearce
Senior Content Writer