This article will provide a breakdown of how Marpipe affects your catalog and catalog ads.
Feed Management
At a basic level, you can use Marpipe to generate out product feeds for every channel you want to advertise your store's products. You can manipulate the product data that's sent to these channels to improve their search-ability and tagging. This includes but is not limited to:
Altering product titles with SEO friendly names
Updating the primary images of your products
Changing the availability of products to be advertised
Including custom label or custom number fields to allow for stronger product set filters
Using optimizations to dynamically tag your top performing products based on revenue and ad spend data
Using tags, collections, and metafields to send additional information to your catalog
Enriched Catalog Ads
Using Marpipe's design tool, you can create templates that utilize your product's primary and additional images, as well as other product data that's imported into the platform to enhance your catalog ad experience.
Rather than just layering on a frame over your images within the Ads Manager interface, you're actually swapping out the images that your catalog sends to the ad to represent each product. Marpipe will render out your creative template across each product, adding them to your feed as an additional image:
Basic Feed | Marpipe Multi Treatment Feed |
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Because catalog ads use the first available image - your main image - to advertise your products, the enriched design will not be seen in your catalog ad initially. Using Marpipe, you can explicitly assign your Marpipe treatment to the ad or ads of your choice.
Because Marpipe's treatments are uploaded to the catalog as additional images per product, they are subject to restrictions set by the channel's catalog.
For example - Meta only allows up to 20 additional images per product, which means you can only send up to 20 Marpipe treatments to the feed at a time across every one of your products.
After the treatment is uploaded to the catalog and assigned to the ad(s) of your choice, the catalog will begin sending the specific set of additional images to the ad rather than the main image. The products the catalog sends for each person will still ultimately be dictated by the product set you've selected for your ad in Ads Manager.
There are certain settings within your ads on Meta Ads Manager that you should be aware of. These settings will change how Meta delivers your ad and the content it will show for the products you're marketing.
FAQs
If I exclude a product from my Marpipe treatment, will it still show up on my ad?
If you have items excluded from your treatment, the ad can still deliver them, especially if they're still available for purchase. The ad will instead just deliver the main image to represent that product, since there is no Marpipe treated image available to use instead.
Will Marpipe change who the ad is delivered to? Or how much is spent on that ad?
No. The only thing Marpipe changes about your ad is what images are used to represent your products. Everything else about the ad, ad set, and campaign is entirely dependent on what you input in Ads Manager.