Today I\u2019m sharing the internal checklist that I created for my team to ensure that each catalog is set up correctly and optimized to maximize the performance of your dynamic ads.<\/p>\n
Socioh\u2019s Branded Catalog<\/a> is the industry leader in dynamic catalog advertising and product feeds, offering unparalleled control over feed image optimization.<\/p>\n See examples of Branded Catalogs<\/a> created by real brands.<\/p>\n<\/div>\n<\/div>\n Are you getting the error: \u2018Match rate is low\u2019?<\/p>\n \u200d<\/p>\n Ideally, your event match rate should be above 90% in Meta\u2019s Commerce Manager. This is the best way to confirm that Meta is correctly matching events with products in the catalog.<\/p>\n Here is an example of a catalog that has an excellent match rate and is ready for advertising.<\/p>\n Typically, there are 3 reasons why your event match rate may be low:<\/p>\n The \u2018Content ID\u2019 of the product in the Meta pixel event needs to be the same as the \u2018Item Group ID\u2019 for that product in the catalog. If these IDs do not match, Meta will have difficulty serving the right products to the right user.<\/p>\n NOTE: The content ID is NOT the same as the variant ID of the product. In Meta events, each variant has a unique its own variant ID, while the Content ID for all variants\/variations of the product is the same.<\/p>\n This is a surprisingly common mistake.<\/p>\n Make sure you check that the pixel in the Events tab for your Catalog is connected to the same pixel that you are using on your website.<\/p>\n This can result in poor user experience and lower ROAS as the ads won\u2019t be served to the correct shoppers.<\/p>\n The most common issues here are:<\/p>\n Ensure that your products show the latest price and other details.<\/p>\n Make sure you periodically check this, especially if you use are using Shopify\u2019s native catalog \u2014 the catalog can get disconnected from your store, resulting in stale, incorrect information.<\/p>\n Make sure your sold-out products have the correct inventory information (\u2018quantity to sell\u2019 = 0) so they aren\u2019t shown in ads.<\/p>\n Note: Don\u2019t remove sold-out products from the catalog unless they are permanently gone from the website. If they are expected back in stock, they should remain in the catalog as sold out.<\/p>\n Check for missing information like color, size, brand, inventory, discount, etc.<\/p>\n This is one of the biggest issues that we usually find with the catalog setup. This prevents Meta from prospecting correctly with<\/p>\n DABA ads.<\/p>\n Besides the basic product fields, the following 3 fields are required to sell on Facebook via Shops:<\/p>\n Additionally, we highly recommend that merchants include the following fields for all products and their variations:<\/p>\n You will need an app like Socioh<\/a> for this. Shopify\u2019s default integration offers no way of manually overriding this information or adding additional information.<\/p>\n This is the TOP issue we notice in catalogs. Check that the GPC information is correct for all<\/em> products in the catalog.<\/p>\n The more specific you are, the better a job Meta can do with matching potential buyers to your products. This is why it\u2019s important to send as much additional information (GPC, color, brand, size, availability, material, MPN, etc) to Meta in your catalog as possible.<\/p>\n More than 50% of merchants we have worked with did not have the GPC set up correctly.<\/em><\/strong><\/p>\n GPC is critical for your catalog ads to perform as it helps Meta understand:<\/p>\n Example: A shopper has been browsing \u2018men\u2019s shirts\u2019 on various eCom sites. Meta would automatically qualify them as a candidate for your DABA ads if you also sell in that Google Product Category.<\/p>\n \u200d<\/strong>GPC helps Meta determine which specific products to show a potential shopper from your catalog.<\/p>\n Example: Based on GPC, Meta would correctly know whether to serve the shopper formal shirts or casual shirts.<\/p>\n GPC also helps improve remarketing to your existing customers and warm prospects (DPAs).<\/p>\n Example: The best time to show your past customers or warm prospects your \u2018Shirts\u2019 collection is when Meta knows they are in the marketin-market for a shirt. Having GPC set up correctly can help Meta precisely time and target the products potential customers are most likely to purchase. This is far superior to email\/SMS that is blasting the same message to everyone on a fixed schedule.<\/p>\n The catalog is an incredibly powerful ad unit. However, it does have some major drawbacks.<\/p>\n You\u2019re probably already aware of them, but here\u2019s a quick list of the most pressing problems with dynamic ads on Meta:<\/p>\n Socioh\u2019s Branded Catalog<\/a> is designed to solve all of these problems and give you back control over your catalog ads.<\/p>\n With Socioh, you get a set of growth levers that every modern performance marketer wants \u2014 not only is it super easy to A\/B test messaging<\/a> without losing learnings<\/strong>, but you also get complete control over your branding \u2014 AND detailed analytics to give you the complete picture.<\/p>\n In this section, I\u2019ll delve into some problems that brands often face and give you specific examples of how we helped them turn their catalog ads into growth drivers.<\/p>\n No matter how good your product shots are, it\u2019s really hard to stand out in a crowded newsfeed with products on a plain white background. You will be better off enhancing your product feed in almost all cases. Here are some examples:<\/p>\n Specialized uses background-removed images to add mood and character to their feed<\/em><\/p>\n Br\u00fcmate’s background-removed catalog helps their product feed stand out<\/em><\/p>\n Hyugalife uses a background-removed catalog with product USPs to advertise their bestselling category<\/em><\/p>\n With Socioh, you can automatically replace the plain backgrounds<\/a> of your product images with on-brand colors, patterns, or images. See more examples of background-removed catalog ads.<\/p>\n \u200d<\/strong>Your shoppers are buying an image, an emotion, something that adds value to their lives, and they need to trust that you aren\u2019t misrepresenting your products.<\/p>\n But how do you convey an emotion or establish trust through a product catalog? Here are some examples of how brands working with us made it happen:<\/p>\n a) Have lifestyle images<\/strong>? Highlight those assets. It creates trust, and allows shoppers to visualize how your product fits into their lives. No one does this better than Kiel James Patrick.<\/p>\n Kiel James Patrick uses lifestyle images to connect with their shoppers<\/em><\/p>\n b) Specifically for apparel, showing multiple angles<\/strong> makes a huge difference in CTR and ROAS.<\/p>\n Carve Designs used a 2-image template to showcase different angles<\/em><\/p>\n c) Likewise for accessories, showing the product and how it looks when worn<\/strong> goes a long way \u2014 and the impact is doubled when combined with BNPL options or reviews!<\/p>\n Juler’s row’s 2-image catalog combined product images with lifestyle images<\/em><\/p>\n 2 Hounds Design added reviews and lifestyle images to their catalog ads<\/em><\/p>\n With Socioh, it\u2019s super easy to replace product shots with lifestyle images<\/a> in your catalog ads. See more examples of lifestyle catalog ads.<\/p>\n d) Don\u2019t have lifestyle images? You can always use design and data automation to convey your brand identity. Look at how design details elevate the shoes from Specialized or the rings from Enso.<\/p>\n Specialized added an off-center gradient and product metadata to help shoppers find key information<\/em><\/p>\n Enso Rings included the brand logo and color variations for each product<\/em><\/p>\n See more examples of how to optimize the design of your catalog ads<\/a>.<\/p>\n If you are addressing potential objections on your product pages, then why not do that on your catalog ads as well? This works not only for retargeting, but for prospecting too.<\/p>\n a) This kids\u2019 clothing brand understands how hard it is to convince moms to try a new brand for the first time. They effectively used their catalog to address all potential trust and quality objections in their catalog and were able to improve their catalog ads CTR by 70%:<\/p>\n Bums & Roses added social proof and USPs to convince moms to buy from them<\/em><\/p>\n This lifestyle brand improved both their CTR and ROAS significantly simply by highlighting their USPs on the catalog:<\/p>\n Carve Designs added rotating USPs to their catalog<\/em><\/p>\n When a brand signs up with us, the first question they ask is \u2014 what is the best design for my store?<\/p>\n The correct answer is \u2014whatever convinces your buyers. And that looks different for different products and brands.<\/p>\n With Socioh\u2019s Smart Switch<\/strong><\/a>, you no longer need to guess. You can test different messages without losing learnings. You can run designs sequentially or in a loop and measure the performance changes with messaging changes.<\/p>\n In the screenshot below, you\u2019ll notice that we used 2 designs for this catalog. The second design was an incremental update to the first and it showed a 44.8% percent improvement in ROAS over the first design and 98.7% over the baseline<\/em>.<\/p>\n Did you know that auto-applying discounts can increase your conversion rate<\/em>? We didn\u2019t either \u2014 but a customer proved to us that they consistently saw a 10% increase in conversion rate if their coupons were auto-applied.<\/p>\n And that is an easy win, especially if you are running a coupon anyway. So we made it super easy for you to do this with your catalog ads in Socioh.<\/p>\n All you have to do is enter your code using your catalog settings on Socioh to auto-apply your discounts in ALL your existing ads:<\/p>\n Auto-apply your discounts to your catalog ads<\/em><\/p>\n \u200d<\/p>\n Plus, you can remove it when the offer is over \u2013 all of this without resetting learnings. \ud83d\ude42<\/p>\n And this is not all! Socioh has tons of optimizations \u2014 supplementary language feeds, mapping secondary images, adding product metadata \u2014 that makes selling with your catalog ads a breeze \u2014 here are 5 lesser-known ones<\/a>.<\/p>\n Want to give us a try? Just log in with your Facebook account to get started<\/a>. Or book a call with me here<\/a>.<\/p>\n \u200d<\/p>\n","protected":false},"excerpt":{"rendered":" Want to optimize dynamic catalog ads for better performance on Facebook\/Meta? Here are some of the most common mistakes we see and how you can fix them<\/p>\n","protected":false},"author":1,"featured_media":23952,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_goodads_case_study_template":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-23947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"_links":{"self":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/23947","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/comments?post=23947"}],"version-history":[{"count":1,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/23947\/revisions"}],"predecessor-version":[{"id":29028,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/posts\/23947\/revisions\/29028"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/media\/23952"}],"wp:attachment":[{"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/media?parent=23947"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/categories?post=23947"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goodads.ai\/blog\/wp-json\/wp\/v2\/tags?post=23947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}1. Check your Commerce Manager<\/h2>\n
i) Pixel setup and match rate<\/h3>\n
![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b0fc61cd36a3ae10651e37_low-catalog-pixel-match-rate-meta-product-catalog.png\"){kind=tracking}
<\/div>\n<\/figure>\n![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b0fc6aa0268008f0073714_good-catalog-pixel-match-rate-meta-product-catalog.png\"){kind=tracking}
<\/div>\n<\/figure>\na. \u2018Content ID\u2019 in the pixel events does not match \u2018Item Group ID\u2019 in the catalog<\/h4>\n
![\"Verifying](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b0fc7be2d3b5232bf5056a_verify-meta-facebook-pixel-with-your-ecommerce-website.png\"){kind=tracking}
<\/div>\n<\/figure>\nb. Catalog is not connected to the correct pixel<\/h4>\n
![\"Meta's](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b0fc84e2d3b5232bf509ab_checking-catalog-pixel-match-rate-meta-product-catalog.png\"){kind=tracking}
<\/div>\n<\/figure>\nc. You have an incomplete product catalog<\/h4>\n
\u00a0i) Stale product information\u00a0<\/strong><\/h5>\n
ii) Sold-out products\u00a0<\/strong><\/h5>\n
iii) Incomplete information\u00a0<\/strong><\/h5>\n
\n
\n
![\"Metafield](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b2606da3611075f3d59bc1_metafield-rule-to-update-color-value-sociohs-metadata-editor.png\")
<\/div>\n<\/figure>\n\n
![\"Metafield](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b26072a3611075f3d59f94_metafield-rule-to-update-gender-value-sociohs-metadata-editor.png\")
<\/div>\n<\/figure>\n\n
![\"Metafield](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b26079b3bfa27a135bec34_metafield-rule-to-update-size-value-sociohs-metadata-editor.png\")
<\/div>\n<\/figure>\n\n
![\"Metafield](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b26084f60fe3c8cced12bb_metafield-rule-to-update-age-group-value-sociohs-metadata-editor.png\")
<\/div>\n<\/figure>\n2. Add Google Product Category (GPC)<\/h2>\n
a) Which product a shopper is \u2018in-market\u2019 for<\/strong>\u200d<\/h3>\n
b) Which products to show from your catalog<\/strong><\/h3>\n
c) Which customers to show each product to<\/strong>\u200d<\/h3>\n
3. Optimize the performance of your catalog\/product feed<\/h2>\n
\n
i) Products on a white background just\u2026 suck<\/h3>\n
![\"IM](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64b566acf96d8f47aca49827_IM-yfrBSl135y3ud4aEg4ZXpHJvaKf3Cl933TDpxyUQB_wyHoKUhE0OF9rzKXgtgaWBw0hQTjiOmD8jop5BbZwPki-0oVD5lqjmdRdn-owfrfKNyFhsVHE9BYhLw27VPiUp1CpVaOoQFdojyYUO3tIs.png\")
<\/div>\n<\/figure>\n![\"NY4BeiuIkkd](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64b566ab4ff6b4013ee45034_NY4BeiuIkkd_a2NYVtue54i6eh6GQAiC05EM7CcRLT9ArfjRVQ9G2dPyqCnbduqrH6F1MteVcl-wszyH7wpHD5FSdYYxPmmjO-09JLwAgu19P_vWTdJ69PCrEsf4Fa6aWUB9QrzhJUxcwzT4LRWB0PM.png\")
<\/div>\n<\/figure>\n![\"V4bnHwtL](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64b566abfc77cd5b62db3dc0_V4bnHwtL-1k4GpOa_ai1oyAEil33-d3Ro9WRxOzDeZjzyjb_oyXtSGlqJxHi-rF-xHQaqiOkzYv2tm9YBrNOSUeNOS-XXi7JXxQMATQ9SMJPcaQwBvJmdE9neFWR4u_DMQmJq671fvQLqcABO-sgCP4.png\")
<\/div>\n<\/figure>\nii) No first-time buyer is buying your products<\/em><\/h3>\n
![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65a94431f0321d0420301f76_Kiel-James-Patrick-Catalog-Ad-via-Socioh-57.png\")
<\/div>![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b23f95dac7b6bc4c74712a_Carve-Designs-Catalog-Ad-comparison-using-Socioh2068.png\")
<\/div>![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b2403afc17508447e6649b_Julersrow-Catalog-Ad-using-Socioh-25.png\")
<\/div>![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b24141d4b7904152ed6867_2-Hounds-Catalog-Ad-via-Socioh-26.png\")
<\/div>![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b2415dc10c89140f09c4e6_Specialized-Catalog-Ad-using-Socioh-2.png\")
<\/div>![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b24335ba1712418b4915b0_Enso-Rings-Catalog-Ad-using-Socioh-46.png\")
<\/div>iii) Your potential buyers have objections \u2014 and you need to address them even before they visit your website<\/h3>\n
![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b24eb8b65ef1647780fb54_Bums-and-Roses-Catalog-Ad-using-Socioh-2.png\")
<\/div>![\"A](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65aa52018394d29cd3aee0ce_Carve20Designs20Catalog20Ad20using20Socioh2069.png\")
<\/div>iv) No size fits all especially when it comes to design \u2014 you need to A\/B test your messaging<\/h2>\n
![\"Performance](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/65b244ee1bfe89323e7e38f9_performance-breakdown-table-showing-ab-testing-process-and-sucess.png\")
<\/div>v) Reducing friction is key to conversion<\/h2>\n
![\"KjBpErZvYaYvsBXzhZKrLN3pt5fokNphnz](\"https:\/\/goodads.ai\/blog\/wp-content\/uploads\/2024\/10\/64b5674a0d0f1ca00c1ed76b_kjBpErZvYaYvsBXzhZKrLN3pt5fokNphnz_9y961w4ZUOvbnz0paNZNtlY6kPz7CHdgIaBwLq-b27291nSp-TU1_zdqtmigM1g83VUWWXIn4gWXIeYjZ_NejwaSNwqfygZUpcD05a_AdIGqiCjZv7ts.png\")
<\/div>\n<\/figure>\n