Facebook DPA Campaign Structure for Retargeting and OCPM Bidding

By | Facebook Ads | No Comments

Leveraging Facebook DPA for Retargeting and OCPM Bidding in 3 Steps

This post assumes that your product catalog has already been setup within Facebook business manager. This is a pretty simple process and I can write up a future post on how to use an existing Google PLA feed for Facebook.

  1. To properly setup a Facebook DPA campaign for retargeting purposes, many boxes need to be checked off. You’re going to want to first ensure your campaign’s objective is set to “Product Catalog Sales”.

 

2. Ensure your custom audience captures users that have visited pages deep in the funnel. Targeting users that got to checkout, cart and payments pages and bounced. I also have a time limit of 10 days and EXCLUDE purchasers in the past 7 days (crucial).

3. Set optimization to Conversions but change your bids to manual to get charged by optimized impressions (OCPM). The guidance from Facebook is to set your average OCPM bid to your site AOV. If you’re using a specific product set in your catalog, definitely lower bids down to the AOV of that particular product set.

 

 

photo of a GTIN requirement

How to fix a GTIN requirement issue within your Google data feed

By | Google SEM/SEO | No Comments

The GTIN Requirement

Google’s announcement back in 2015 regarding the new GTIN requirement caught many merchants off guard. Since the unique identifier is required moving forward, your items will automatically disapprove in Google merchant center if their not included in your data feed. Unfortunately, a lot of retailers are still struggling with providing these unique identifiers to Google and in many cases, the GTIN for that item is simply just not available to them. Since this is impacting a lot of  companies’ catalogs, I’ve outlined some great workarounds below that can help you get your products live again. Be weary however that there are contingencies to implementing these feed fixes.

Keep in mind

GTINs assist the Google Shopping algorithm by grouping the same product from different merchants into a GTIN-based advertisement.  It creates a more streamlined customer experience by not double serving an ad to a customer. Knowing this should help you understand these workarounds.

Relisting custom made goods that don’t have a GTIN

If you’re selling custom made goods, simply provide 2 unique identifiers (MPN, brand) for each product. It is recommended to set your brand name to be similar to the merchant name you own to show Google these products are under your umbrella and don’t need GTINs. Still have issues with disapproval’s? Contact Google to let them know your products are custom made.

Adding GTINs for items in a bundle, or similar items

Consider appending a GTIN from a similar product in the feed. E.g. if you’re selling an Xbox One and don’t have the GTIN for related items like a controller, tell Google it’s a bundle. Do this by simply adding the “is_bundle” field to your data feed. Write a rule making bundle products have a value of “true” for this field with all other items “false”. Use this same rule if you’re selling apparel. In other words, append the GTIN from a white shirt to a similar shirt that you have for that brand. Just make sure that for the items that use this, the is_bundle value is “true