This is a master guide to Facebook Ads with CommentSold. We are going to walk through everything from creating a pixel to running retargeting ads with dynamic product ads (DPAs)!
We're going to get you setup with retargeting ads on Facebook using CommentSold!
The primary goal is to get everything wired up correctly between Facebook and CommentSold. CommentSold has already done all the hard-lifting for the pixel integration so you'll be ready to go!
In this article:
- Basic requirements
- Creating a Facebook Pixel
- Installing the Facebook Pixel into CommentSold
- Setting up your Facebook Catalog with CommentSold
- Setting up your first retargeting ad
- Running an ad with a live sale/fit video
- (Mobile Only) Creating a "Facebook App" for Mobile Events Tracking
To begin setup, you’ll need a Facebook Business Manager account.
If you don't already have one, you can create an account here.
Creating a Facebook Pixel
First, go to your Business Manager and then to Events Manager:
Click on "Go to Ads Manager" here: https://www.facebook.com/business/tools/ads-manager
You will want to create a new pixel, even if you already use one. This way the pixel data is separate from, say, your Shopify website.
1. Click on "Go to Ads Manager".
2. Click on the word "Facebook Ads" in the top-left.
3. Click on "Events Manager".
4. You will see your page name and an "ID" underneath. That ID is your Pixel ID.
Input your pixel name as "Pixel for CommentSold" and the Website URL as your shop URL (which you can find under the Setup tab in CommentSold, if you do not remember it)
After you click Create, Facebook will ask how you want to install the Pixel. Just click "Cancel".
Installing the Facebook Pixel into CommentSold
After the page refreshes, you will see your newly created Pixel! Simply copy the pixel ID by clicking on it:
Now go into CommentSold under "Setup" and go to the "Embed" tab - you will see a placeholder for your Pixel! Simply paste it there and click "Update Pixel"
That's it! CommentSold automatically tracks all the standard Facebook Events (View Content, Add to Cart, Purchase) and the associated product IDs for you to be able to use Dynamic Product Ads! We will get to that in just a sec.
Setting up your Facebook Catalog with CommentSold
Simply navigate to the "Catalogs" section of your Business Manager/Ads Manager:
Choose Get Started, then Create a Catalog. Select your inventory type followed by Next. Most shops will choose to pick E-commerce here.
After your catalog is created, now we need to link the CommentSold catalog file to upload your products. From the Catalog manager, click Add Items.
Choose the Use Bulk Upload option.
Next, click on the option for a Scheduled Feed.
Under "Enter URL" - Copy and paste the URL from the Classic Webstore (or Webstore Content) tab in CommentSold, under "Preferences":
Note: If you do not have an online store set up, you can turn it on under Setup > Shop.
Pick a schedule for the feed to update. Hourly or Daily are good choices. Click Next.
You must be an admin of the Business Manager account to select it. Enter a name for your catalog. This would be your Shop URL.
After clicking Upload, Facebook will start loading in your catalog!
You can see your products pulled in from CommentSold.
Setting up your first retargeting ad
Now that you have your pixel installed and your catalog loaded up, we are ready to setup our first retargeting ad with DPAs (Dynamic Product Ads)!
First we want to connect our catalog to a tracking source (the pixel that we created earlier!)
Under your Catalog section, click "Use Case":
Then click "Connect to Tracking" under Dynamic Ads (also see all the other stuff you can do with the catalog like Instagram shopping and the Facebook Page "shop" tab!)
Select the pixel that we just created and setup. If you go to your webstore and visit any product, it should be "Tracking inventory events"!
Now we want to Create a new ad!
Make sure you are using the right ad account in the top left:
Start with the campaign type "Catalog Sales":
Here are the settings I recommend to get started with retargeting. We want to target people who have been to your webstore but have not purchased, within the last 30 days. They could either have looked at a product or added to cart but did not purchase.
For the "Optimization for Ad Delivery", we will want to use Conversion Events. We don't want Facebook sending us people and saying, "Hey look how many people I sent to your site!" Instead, we want them saying "Hey look how many new purchasers I sent!"
It's not recommended to use Cost Control to start - as it can stifle the performance of the ad.
Start with a relatively low daily budget. Remember this is JUST retargeting people who have already been to your website but NOT purchased - so the audience may be relatively small. As you grow, you can increase this budget.
You'll want to monitor "Frequency" of the delivery. If your frequency is too high then you are just showing the same ads to the same people over and over, thus your return on ad spend (or ROAS) will go down.
We also want to utilize 7-day click as our conversion window INSTEAD of view-through. This means that Facebook will only count a "purchaser" if they actually clicked on the ad and went to the website - not just if they saw the ad, then ended up purchasing later!
After continuing, you will want to select the page to run these ads on, as well as your Instagram account to run them on (if applicable). I recommend the Carousel format to start. However, the Collection format is relatively new and really cool. It'll show products from the same collection to the customer, as well as a cool new click-through experience to learn more. Try it out!
The coolest part about dynamic product ads is that they are "Evergreen" - meaning that they require very little work, but they will continue to perform. Since the content is constantly changing (the products that are being shown to your customers in the ads) - it does not require the creative maintenance that a cold audience campaign would. You can more or less set it and forget it! I'd set a calendar reminder to check it every couple of weeks after you get going!
That's it! Now your campaign will be created!
Now that everything is up and connected, feel free to play around with all the various ad options in Facebook and see what works best for you! Getting everything connected and tracking is the most important piece - so Facebook can optimize for what is working well!
Running a cold audience Ad with a live sale/fit video
Did you know that CommentSold works with ADS!? Someone can comment "sold" on your ad, and it will message/invoice them!
This is a great way to target cold audiences in a unique way.
When you "Boost" a post on a Page, all it does is create an engagement ad, but the audiences you can choose isn't great. It's either "People who like my page" or "Friends of people who like my page" or "Location".
Wouldn't it be great if you could run an ad, target exactly who you want to target (Women, people who have purchased in the last 180 days but not the last 14 days, people who have an interest in Fashion, etc)?
Well, you can!
- Create a new ad with the campaign type "Engagement":
2. Define the audience that you'd like to target.
There are many resources online for coming up with good audiences. I'd definitely try "lookalike" audiences. Basically, you can tell Facebook "Hey, find me people who are just like the people who have purchased from me in the last 90 days" - I've found that Facebook is VERY good at doing this, compared to true cold targeting, like "Women ages 24-36 who also like Fashion". In my personal experience, the lookalike audiences perform significantly better.
3. Chose a previous post that you want to run as the creative for the ad:
You want this to be a fit video or a live video that is already linked in CommentSold. Nothing else will be required to setup auto-invoicing for your ads!
4. Setup your daily budget to test this!
I'd recommend using a fit video where you have a LOT of quantity, or a live where someone commenting will actually get what they want in the start of the video!
ALSO, if your live is long enough, you can actually run ads where you are still live while the ad is being served to customers! How cool is that!
Other uses for the "Catalog"
"Shop" tab on your Facebook Page: https://www.facebook.com/business/help/238403573454149
Shopping on Instagram with tagging:
Dynamic Ads (what we did above):
Creating a "Facebook App" for Mobile Events Tracking
To begin setup, you’ll need:
- A Facebook Developer account IF you don’t already have one. Register for one here: https://developers.facebook.com/
- A Business Manager account. Create an account here: https://business.facebook.com/overview
How to connect your mobile app to Facebook ads
- Once you’ve logged into your Facebook Developer account, click My Apps from the menu at the top.
- Click Create App.
3. It will ask what you need your app to do. Select Manage Business Integrations and click Continue.
4. From there, you’ll enter the App Name and the App Contact Email. These may already appear by default. Make sure that they are correct.
5. Under App Purpose, choose Yourself or your own business.
6. Then select your Business Manager account from the drop-down menu. Although Facebook says this is optional, don’t skip this. It’s is a necessary step to run ads for your app.
When complete, the form should look similar to this.
7. Click Create App and complete the security check by checking I’m not a robot.
8. You’ll now be in the app dashboard. From the side menu, go to Settings > Basic.
10. Scroll to the bottom of the page and click the + Add Platform button.
Adding Android As A Platform
Now it’s time to add your platforms. We’ll walk you through this starting with Android.
- Select Android.
- You’ll be asked to enter your Google Play Package Name. Do not leave this page. Open a brand new tab or window to log into your CommentSold account from there.
- Navigate to your mobile app settings. Click Mobile App>Settings.
- Scroll down to Facebook Analytics/Ad Tracking section and copy the text under Android Package.
Hint: Keep your CommentSold tab/window open. You’ll need to go back to this page multiple times throughout this process.
5. Switch back to your Facebook Developer account. Then paste the text you copied into the Google Play Package Name field. This is the only field that needs to be filled out.
Your page should look like this.
6. Find the Log In-App Events Automatically setting and make sure it is switched to “Yes”.
Next, we’re going to add iOS.
Adding iOS As A Platform
- At the bottom of the page, click the + Add Platform button again.
- Select iOS.
- You’ll see another large form, but you only need to fill out two fields here- the Bundle ID and iPhone Store ID. You can find both in CommentSold.
Copy the iOS Bundle ID from CommentSold, then paste it into Facebook Developer in the Bundle ID field.
- Copy the iOS Store ID in CommentSold, and paste this into Facebook Developer account in the iPhone Store ID field.
- On the same page, find the Log In-App Events Automatically setting and make sure it is switched to “Yes”. Your form should look similar to this.
6. Click Save Changes.
Now you’re going to add your Facebook app ID into CommentSold to pull over the work you just did!
- Your Facebook app ID can be found in the top left of your Facebook Developer account. Click it to copy the number.
- Switch back to CommentSold, and paste your ID under Facebook App ID.
- Click Save.
Connecting Your Product Catalog
- Enter your Facebook Business Manager settings for your product catalogs here - https://business.facebook.com/settings/product-catalogs
Note: If you have more than one business connected, it will ask you to choose one. Pick the business account that’s associated with your app.
2. Select your Catalog.
3. Click Associate Sources.
4. Connect your app to your catalog by toggling on the Connection next to the data source.
5. Click Save.
6. From the Business Settings Menu on the left, go to Accounts > Apps.
7. Click the app you’ve just added, and click Add Assets.
8. Choose the ad account you’d like to connect and click Add. If you don't have an Ad account yet, please go to Business Manager and add one.
9. A pop-up window will confirm Assets Added. Click Done to complete the process.
Now you can run Facebook ads for your mobile app! Cheers!