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[MUSIC PLAYING] I want to tell you about an amazing way to leverage the audiences that you created in a new ad format. So there's a format called catalog sales. And what it is it's kind of like shopping ads where you take your Shopify product catalog, you send that to Facebook, and then you use that as the ad itself. You don't need a video. You don't need many images. It just pulls in your products and displays those to users.
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Now the beauty of this is that Facebook knows who of their users are most likely to engage in just straight up product shopping. You cannot spend as much money on this type of ad, but it's a very easy ad to set up. It leverages the same campaign structure that we created before with a new ad unit, and it's profitable for your store. I would recommend doing this on about half the budget or even maybe 25% of the budget that you're spending on your video and image ad campaigns.
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Below this video, there's instructions on how to get your Shopify catalog into Facebook. So follow those instructions after you're done watching this, and you'll be able to actually run ads with your Shopify product catalog. A couple things to note about the way that this ad looks. I want to show you an example of the ad that I'm running in this style, and then I'll show you how to set it up in Facebook. So you can see here that the text section above the ad is very shopper-focused.
1:23
I have five star emojis to say these products are rated really highly. And then I have a social proof statement, a customer testimonial saying, hey, other people love these products too. And then you'll notice that I have a money-back guarantee or security statement. You've got to keep in mind, these ads are all about shopping. They're not about telling a story, so you want to show off why you're good to do business with.
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I've found this formula to work extremely well-- star emojis, customer testimonial, security statement. Now below, you can see that I have my carousel. There's something called an introductory card where you can actually use an image or a video to open up the product carousel. I would highly recommend using the same strategies that we've talked about in terms of how to craft a winning video or image ad and using that as the opening card in your product carousel.
2:12
So let's hop over to Facebook and actually set this campaign up. OK. Here we are inside of our ads manager in Facebook. You can see we've got campaigns, ad sets, and ads. We're on the campaign level and we're going to click the Create button. Now the only thing that is different on the campaign level about this campaign is instead of optimizing for the conversion objective, we are going to optimize for catalog sales.
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That tells Facebook that this is a different objective. The objective of this campaign is to promote products within our product catalog. One side benefit to this is Facebook has an allocation for each objective, meaning someone who's scrolling through their news feed is only going to see a certain number of conversion objective ads, and then they'll see a certain number of catalog sales ads and a certain number of video views ads.
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So by having campaigns that are leveraging different objectives, you're actually able to get in front of your target market more because the conversion ads are only going to be shown about 40% of the time. So if you use this additional objective of catalog sales, you're able to get in front of your target market more often. So I'm going to select catalog sales here and scroll down and name my campaign. So you can see here I've put the date and then I've named my campaign.
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Now below that, you're going to select the catalog that you're going to be using. I'm going to leave it to the main catalog selected here, which is the one that I'm using for my store. We also have budget optimizations set to turned on. The same way we do for other campaigns, we want to leave that on and we want to set our daily budget. As a reminder, I recommend that you use a smaller daily budget for your catalog sales campaigns than your conversion campaigns because there's just less people who engage with product ads on Facebook, so you don't want to try to spend a whole lot of money on this campaign.
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Once you analyzed the data of this campaign, if you see that you're frequency number, which is something we'll talk about later, is low, then we can up the budget. For now, I'm going to click the Continue button. Here on the ad set level, after you name your ad set, you want to scroll down and select one of your saved audiences the same way that you did in your previous campaign. Everything else on the ad set level stays the same.
4:29
So now you want to move into the ad level and build out your ad. I'm going to call this ad Creative One. After I've named my ad and selected my Facebook page and Instagram account, I want to scroll down to the Format section. You'll notice that carousel is already selected for me. Given that this is a product carousel ad, I'm going to leave that as it is and continue to scroll down to where I will actually build out my ad. The first item that I want to edit is the Text section.
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It's in this section where I will put the text that is going to show up above my carousel. You can see here that I've leveraged a winning formula that we've found to work in the past. I'm using five star emojis. I have a customer testimonial. And then I have a green checkmark emoji with a 100% money-back and satisfaction guarantee. As I scroll below the Text section, I want to click this little plus button to add an introductory card to my carousel.
5:23
As we can see over here on the preview, currently, I just have my product carousel. So I'm going to click this plus button here and I'm going to select Intro Card. This is going to give me the ability to add an introductory video or image in front of my product carousel. I'm going to go ahead and select one of the image ads that I've run in the past. This introductory card is a lot like its own advertisement in as much as you get to add a headline, a description, and a destination URL.
5:53
So I'm going to go ahead and fill out my headline now. For my headline and description, I've chosen a social proof element and a call to action. So I say, thousands of happy customers, and then I say, try Boom! today. So when someone sees this ad, they're going to see the social proof, the money-back guarantee, and then they're going to see that we have thousands of happy customers and they have the ability to shop now. The same thing goes with our product carousel ads as with our other conversion ads where we can use a URL parameter to add data onto the URL so that we can track our ads better inside of Google Analytics.
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If you're interested in building a URL parameter, you can click this button and do that now. I'm going to scroll back up and begin manipulating my product catalog. So now that my intro card is set, I'm going to click over to the Catalog tab. Here, I'm able to manipulate how my catalog and products are viewed. The first option that I have is to customize my images. So I'll click the Customize Images pop-up, and it allows me to add things, like text overlay.
6:52
So what I can do is I can click this dropdown, click the Price button, and it's going to lay over the price of my images. I like to have the price laid over, so I'm going to go ahead and leave that as it is and click Done. And what we will notice is that over here in the preview for my carousel-- and I'll set this to the Desktop News Feed so that we can see a little bit more. Over here in the preview, I now have a price that is dynamically laid over the product image in my carousel.
7:18
You also have the ability to instead of having the product name pulled in, you can set your own headline or you can add in additional parameters into this Headline section. I'm a big fan of leaving it as the product name and the product price. In this case, since I already layered the product price onto the image, I'm going to go ahead and X out the product price and I'm going to add another dynamic section known as the product description.
7:43
So I click this plus button. I click Description. And now underneath each of the products in my carousel, it's going to dynamically pull in the first part of that product's description. Now that all of this is set up, I can scroll down and click the Confirm button. Once you click Confirm, you've launched your catalog sales campaign. Now I would recommend going back into Facebook and adding all the other ad sets that you created in your conversion campaign so that your catalog sales campaign is running to the same people at a smaller budget.
8:12
It's a different type of ad, and Facebook is going to show it to the people and those audiences that they believe are most likely to want to shop products. Go ahead, get your catalog sales campaign set up. It's a really wonderful type of advertising. You can't scale it as much because there's not as many people on Facebook who are straight shopping. It is a great way to diversify your campaigns and have something in addition to just conversion campaigns. Thanks for watching, and meet me in the next video where we'll talk about yet another type of creative that you can run in your campaigns.
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