Gil (Vind) Picciotto, Gil (Vind) Picciotto Bio
Can a shirt — or an ad featuring a shirt — make an impact and be a part of a meaningful and relevant narrative?
We definitely think so!
Marketers today know that they need to create a meaningful experience for consumers, whether they are viewing their ads on a mobile device during their morning commute, interacting with their site during their lunch break, or reading their emails on a desktop while at work.
However, you might think that Facebook’s Dynamic Ads, which are usually created based on feeds and often contain data about each product, are too functional and not compelling enough to be part of this rich experience.
The Challenges of Featuring Product Ads
As an example, let’s take Ken, a marketer that is running Google Shopping Campaigns to highlight his men’s apparel line. Ken wants to expand his marketing and show his products on Facebook to consumers in Seattle, since he is now offering same day shipping in that area.
Ken is faced with a few dilemmas:
- Which products should he feature? Should he advertise all of the products from Google Shopping Campaigns on Facebook?
- Does he need to create a brand new product feed?
- How can he make an impact with his prospective customers in Seattle?
More Context, More Quality — Skai’s Performance-Driven Ads
Enter Skai’s Performance Driven Ads (PDA). Skai and Facebook co-developed PDA to take the top performing Product Ads from Google Shopping Campaigns and automatically create Facebook Dynamic Ads for these products.
The top performing products are updated daily based on changes in search trends, so only the most relevant products are displayed.
Back to Ken’s questions.
- Which products should he feature? Should he advertise all of the products from Google Shopping Campaigns on Facebook?
- Ken can use Skai’s PDA to highlight only his top performing products
- Does he need to create a brand new product feed?
- No, he doesn’t have to create a new feed as PDA does this automatically for him.
- How can he make an impact with his prospective customers in Seattle?
- Ken is creating a highly relevant experience for his customers by focusing on his top products and by tapping into Skai and Facebook’s sophisticated targeting options to make sure the right ads reach the right audience.
- Also, since the creation of his new Product Ads on Facebook has been a breeze due to PDA, Ken can now take the time to draft a meaningful message for the Seattle audience within the new Product Ads.
In the example above, Skai’s PDA is used to target new audiences and acquire new users. By leveraging the insights from Google Shopping Campaigns and showing only the trending top products, PDA also offers a greater chance for higher conversion rates.
Stay tuned for Part 2, when we will show how Skai’s PDA can be used for quick and efficient retargeting, as well as for creating product ads that are an integral part of your marketing story.
For more details on Performance Driven Ads, visit Kenshoo.com today or reach out to your Client Success Manager for more details.
