This post originally appeared on the Perfect Audience blog. We welcomed Perfect Audience to the Marin Software team in June.
You’re about to launch your first dynamic retargeting campaigns on Perfect Audience. Aw yeah! There are a lot more moving pieces to dynamic retargeting than static retargeting. If static retargeting is a hang-glider, dynamic retargeting is a rocket ship. Here’s a pre-flight checklist of things to look for to make sure your campaigns reach orbit.
1. Check your Google Merchant Account connection.
Ensure your Google Merchant account is successfully connected, that we’ve imported your products, and there were no errors along the way.
Click on Settings-> Dynamic Ad Settings, and look for this box:
If your Product Feed Import Status is Pending, we might still be importing your items. If you’ve been waiting longer than a day, please let us know and we’ll look into it for you.
In the Data Quality section, ensure we were able to import your products. If you see any errors here, you should check your Product Feed for duplicate Product IDs or issues with your images.
2. Check the ProductID in your website code.
Check to see that your Product IDs are being sent through our tracking tag correctly.
Go to an individual product’s page on your website. Now we’ll need to view the source code for the page. (Read this if you’re not sure how to get to the source code.)
Search the page (PC: Ctrl+F Mac: Cmd+F) for this text: _pa.productId
You should find a section of code that looks like this:
See the line that says _pa.productId=”171192490″;? That’s the line of code that sends us your Product ID. 171192490 is the Product ID in this example. If you don’t see your Product IDs there, you’ll want to check you’re using the correct variable to pass through your Product IDs. See this page for help.
Also, double check that you have that line of code written as: _pa.productId, not _pa.productid or _pa.productID.
3. Check your Product Feed’s Product IDs.
Ensure that the Product IDs on your website match the Product IDs in your Product Feed exactly. They need to match so we can sync up the products we feature in the ads to the visitor who saw the product.
In a lot of cases, the IDs will be similar, but not exact, i.e. the Product ID on the website is 12345 and the Product ID in the Product Feed is 12345a. The Product IDs need to be identical.
4. Check the ad content.
You’ll need to create your ads in accordance with Facebook’s guidelines:
Sidebar Ads: 25 characters in the title; 90 in the body.
News Feed Ads: 500 characters in the message, 55 in the headline; 145 in the description.
For example, and ad like this has too many characters in the Title:
Check the ad status from the Ad Showcase. To get there, click Manage-> Manage Ads. Click on your dynamic ad and you should see ads of a selection of your products. If you don’t, you might see this message:
We seem to be having trouble validating your products. Please verify that your template will pass Facebook validations (25 characters in the title, 90 in the body) after your product data is interpreted.
If that’s the case, create a new ad that adheres to the ad guidelines.
Once you see your products, scroll down to the bottom of this page and look for this line, which will tell you what % of your products we were able to use for your ads:
If less than 100% of your products were used, double check your image links in your Product Feed, and take a close look at the ad text to make sure a few products are causing the problem.
After going through this checklist your Dynamic Ad campaign will be ready to take you to infinity and beyond!
I hope this was helpful for you. If you have any questions about our checklist, please let us know at firstname.lastname@example.org. You are go for launch! Haven’t tried Perfect Audience yet, but we’ve piqued your curiosity? Visit www.PerfectAudience.com.