What is a product set on Facebook, and how do you use them in your dynamic product ads?
January 2, 2021
A product set on Facebook is a category or list of products that adhere to specific filters.
When the products are downloaded to Facebook via a catalog from the webshop, a product set consisting of "All Products" found in the catalog is automatically created.
This is the product set you use when creating the campaign in Facebook's Ad Manager.
To get the most out of your remarketing efforts, it's a clear advantage if you set up a range of product sets and use the filters provided by Facebook's advertising manager.
It could, for example, be to create a new product set consisting of all products that are in stock in the webshop and can be ordered now—or products that can be pre-ordered.
How to make the product set?
To create a product set, go to the catalog administrator and select your catalog.
Once the catalog is selected, select "Product Set." If no more product sets have been created, only the standard product set "All Products" is available.
Now you can select "Create product set."
Here you need to give your product set a name. Give it a telling name so you know what the product set contains. The name is only used internally in the ad manager, but anyone with access to the catalog (e.g. colleagues or the agency that helps you) can see the naming.
Once you have given your product set a name, decide which filters you want to make.
You might consider dividing your products into the same product sets that you have on your webshop.
Once they are divided into the same categories, you can create remarketing campaigns that show products from the same category as the product the customer has been looking at.
You can also use it to sell, for instance, related items or make follow-up sales to people who have bought from one product category and show them products (e.g. accessories) from another category.
Fortunately, there is a handy feature where you can duplicate an already existing product set, so it is relatively quick to create the sets that make sense for your particular business and your target audience.
Once you have created your different product categories, you can start thinking about the use of your product categories. If people typically buy from a specific brand—then you can create product sets that only contain products from the given brand.
Several of the other filters make good sense when, for example, you have to divide the products into whether they are men/women/junior products, whether they are certain colors, materials or patterns. Or maybe just quite simply in sizes.
This is all information that should appear in your product feed from the webshop.
It is the product feed that forms the basis of your catalog and thus what information you can filter by.
When we write should, it's because we often find that not all programmers get the feed built up properly. You should make certain demands of your agency or programmer.
It might be smart to filter, for instance, too cheap products out of the feed in relation to the products you want to promote to the target group.
Here you choose to filter by "current price," where the price is greater than e.g. 49 DKK.
Of course, you can also use the opposite if your experience is that customers first buy the cheaper products, have a good experience shopping in your shop, and later come back and buy slightly more expensive products.
Once you have created the relevant categories, just start the advertising for both your potential customers and for those who are completely "hot" and have put in the basket but have not yet pressed the magic "Buy" button.
Let’s dig a little deeper into product sets
You have the opportunity to link your own properties or information on a product.
There are five different custom fields that one can utilize.
For example, it could be the first field "Custom Label 0" (which in your product feed, which forms the basis of the catalog, will look something like this in XML format <custom\label\0>TAGSHERE in</custom\label\0>)
You can also use your custom field to add extra categories to your products and in your Catalog Ads on facebook.
Think about how your customers are looking for your products. Does it make sense, for example, to show child-friendly products or products for newborns? It can also be an option that tells you that the product is on sale or that it is, for example, Nordic Eco-labelled or similar.
Take a look at what the customers are looking for on your webshop.
This way, you will become wiser about how you can support their customer journey (and increase revenue in your webshop)
You can also think of, for example, dividing your products into those with low profit and high profit.
If these are products that can do the same thing—then you can make retargeting ads for those who have looked or put a low profit product in the basket and show them similar high profit products.
That's just good business.
When you use the filtering and have more information (e.g. your own categories) in your custom field, you must remember to use the filtering "contains," as your product can be in several categories and is typically separated by a comma.
And with that, you’re good to go! We look forward to seeing your ROAS skyrocket!
If you want, you can click here to learn more about how to optimize Facebook catalog ads.