For every product in your catalogue,an ad creative, ready.
Choose products, formats and platform ratios, and products × formats × ratios × variations go into the queue. Products out of stock or missing an image or price are set aside up front, with reasons.
Rather hand the job over? In our Marketplace & Catalogue Ads service we run this tool for you; scope and monthly price are published.
Marketplace advertising serviceThe gap between products and creative in e-commerce ads
In a store with hundreds of products, designing an ad creative for each one takes weeks. The pipeline starts from the catalogue: choose products, formats and ratios, and production goes into the queue.
- 1Choose products
Active products from your panel catalogue, by a selection rule.
- 2Choose formats
Single product, collection, before and after, or review.
- 3Choose ratios
The aspect ratios each platform needs.
- 4See the plan
How many creatives will be made, and which products are skipped.
- 5Queue it
Production starts; speed and time remaining are measured and shown.
Formats and platform ratios
| Format | What it shows | What it needs |
|---|---|---|
| Single product | Product image, price and badge | A product image and price |
| Collection | A showcase of several products | At least 2 product images |
| Before and after | A result comparison | Before and after images |
| Review | A customer review layout | Review data |
| Platform | Ratios |
|---|---|
| Meta | 1:1, 4:5, 9:16 |
| TikTok | 9:16 |
| Google Display | 1:1, 16:9 |
| 4:5 |
Which products, in which order
- By measured results: products that performed well before come first.
- In stock first, discounted, high margin or newly added.
- Catalogue order: start from the first products in your catalogue.
- Products out of stock or missing an image or price are skipped and listed with the reason.
| Badge | When |
|---|---|
| N% off | When the discount against the old price is 5% or more |
| New | When the product is tagged as new |
| Best seller | When the product is tagged as a best seller |
Dynamic product ads and catalogue data
Meta's Advantage+ catalog ads automatically show people the most relevant products from your catalogue. Their quality depends on the images and data in the catalogue, which is exactly where the pipeline's creatives help.
We cover catalogue ad setup on the catalog ads page and product image shoots on the product photo page.
From creative to live ad
- Creatives are not uploaded to your ad account automatically; you add them to the campaign.
- For short ad videos from a product URL, there is the AI video generator.
- To estimate which product will sell before you invest, use the winning product research scorecard.
- To hand over campaign setup and marketplace ads, see our marketplace ads management service.
Frequently asked questions
What does the e-commerce ad pipeline do?
It produces ad creatives in bulk from your catalogue. Products × formats × ratios × variations go into the queue.
Which formats are available?
Single product, collection, before and after, and customer review. Each format says what data it needs before you choose it.
Which platform ratios can I choose?
Meta 1:1, 4:5 and 9:16; TikTok 9:16; Google Display 1:1 and 16:9; Pinterest 4:5.
Are creatives made for out-of-stock products?
No. Products that are out of stock or missing an image or price are skipped and listed with the reason before production.
Will my ad stop automatically when stock runs out?
No. The pipeline does not make new creatives for out-of-stock products, but it does not pause live ads. Pause them in your ad account or with the rules engine.
Are the creatives uploaded to my ad account?
Not automatically. You add them to the campaign, or hand the setup to us.
How is the discount badge added?
If the discount against the old price is 5% or more, the percentage is added to the image. New and best-seller badges come from product tags.
Can I see how many creatives will be made?
Yes. The count on the setup screen comes from the same plan as the queued work, and skipped products are shown with reasons.
Sources
The official documentation behind the technical points on this page:
- [1]Meta Business Help Center: Advantage+ catalog ads
Showing people the most relevant catalogue products automatically.
- [2]Google Merchant Center: Product data specification
Price and availability are shown in ads and must stay current.
- [3]TikTok Ads Help: Catalog ads
Running ads from a product catalogue on TikTok.
Related pages
Turn your catalogue into ad creatives.
The catalog-to-ad pipeline needs the Enterprise, E-commerce Premium, Plus Pro or Network / MCN plan (or a plan above one of them in the same family) and the E-Commerce Plus add-on (included in E-Commerce Plus plans). The brand's setup model must be E-commerce · Local Market, E-commerce+ · Cross-border or B2B · Manufacturer / Exporter. The full panel is free with no time limit: brand, accounts, reports. Allowance: 10 captions a month, 2 images a month, 1 videos a month, 1 brand, 1 user.