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!
- 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
Creating a Facebook Pixel
First, go to your business manager and then to Events Manager:
You will want to create a new pixel, even if you already use one. This way the pixel data is separate than say your Shopify website
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:
Click on "Create Catalog"
Then chose "Upload Product Info" and make sure to tie it to the right business manager
After that's created, navigate to "Product Data Sources" on the lefthand side and chose "Use Data Feeds"
The next step is tricky so make sure to follow carefully!
For "How you want to upload your data feed?" - select "Set a schedule"
Under "Add a Data Feed URL" - Copy and paste this URL from your Online Store tab in CommentSold, under "Preferences" - https://commentsold.com/admin/store/preferences
Note: If you do not have an online store, reach out to support to discuss upgrading to it
After clicking "Start 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!" - we want them saying "Hey look how many new purchasers I sent!"
I would not 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 you frequency is too high - 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 chose 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 you 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
You’ll want to create a Facebook developer account IF you don’t already have one. Register here: https://developers.facebook.com/
Create your first or create a new app for your business. Choose the “manage business integrations” option. Enter the name of the app, your contact email, “Just me” under “who can use my app?”, and lastly, select your business account.
Scroll down to the bottom and hit “add platform”. Select Android first.
Open the URL for your Android app and copy and paste the Google Play Package Name
TIP: What is my Google Play Package name? It is the tail end of your Google Play App URL Example: https://play.google.com/store/apps/details?id=com.pinkcoconut.android
Google Play Package name: com.pinkcoconut.android
Select Add Platform again and this time select iOS.
Open your Apple app store URL and copy the id. This is the last string of numbers at the end of the URL. Paste this ID into the iPhone Store ID and the iPad Store ID.
EXAMPLE: App store URL: https://apps.apple.com/us/app/pink-coconut/id1382358375
4. Hit enter
5. You will be prompted to download a file. Download & open the file. Open the file and search to find the text for your BundleID.
6. Your bundleID will look like this: bundleId”:”com.YourStore.YourStoreIOS
7. Copy & paste your bundleID into your Bundle ID field within the iOS platform on Facebook directly.
8. Make sure “Log In-App Events Automatically (Recommended)” is enabled for both Android and iOS platforms.
In Commentsold, open https://commentsold.com/admin/mobile-setup/facebook - Add your Facebook app ID to pull over the work you just did! Your app ID can be found in the top left of your Facebook Developer account
11. In your Facebook Developer account, at the top, enable your app from “in development” to “live”
Connecting your catalog:
In your Facebook Business settings (https://business.facebook.com/settings/product-catalogs) select the catalog you use under “Data Sources” → “Catalogs”
2. Select “Associate sources”
3. Connect your app to your catalog by enabling the “Connection” toggle next to the data source.
4. On the left-hand side, under “Accounts”, select “Apps”
5. Hit add assets to your selected app.
6. Connect the ad account. You are now ready to run app ads!
Congrats! You have made it to the end of our most technical learn article. Cheers to you, happy selling!