Facebook dynamic ads
Facebook’s dynamic ads allow you to automatically promote your products to the right target audience based on their interest signals on websites, apps, or elsewhere on the Internet.
In-depth definition: Facebook dynamic ads
Facebook dynamic ads is an ad format that helps you as a brand or retailer to automate your ad creation process using a template. The format allows you to find the right target audience for your products, ensuring that they are shown relevant, personalized product ads. The ads can be coupled with Facebook’s personalisation and retargeting capabilities in order to tailor content based on consumers’ previous actions and interest signals. The ads can then be utilized on Facebook, Instagram, and Audience Network eliminating the need to create individual ads everywhere. Initially introduced for retail products, there are now also dedicated formats available for certain verticals, e.g. travel ads, automotive inventory ads, and dynamic ads for property.
Facebook dynamic ads can be leveraged in two different ways, to target a broad audience who have not been to your site yet, or to retarget previous website or social media page visitors who showed interest in your products but did not convert yet.
How do dynamic ads work in Facebook ads?
In order to run Facebook dynamic ads, you need the Facebook pixel or SDK, a business manager account, and a product catalog. To get started you only need to upload your product catalog (product feed) and set up a campaign once. The product feed can be created with the help of a P2C platform that centralizes your product data from multiple sources like PIM and shop systems.
Once set up, Facebook dynamic ads allow you to generate and serve up millions of unique ads. Product information like brand names and shipping information gets extracted and converted into ads for Facebook users. The ads can come in single-image, carousels, or collections. These can also be used on Instagram and Audience Network.
Facebook dynamic ads are widely scalable as they get generated from your entire product catalog in an automated manner. As one ad gets created, Facebook automatically extracts relevant information like prices and availability from your product data feed to show them to specific target audiences. It ensures that up-to-date pricing and availability are displayed at any time. Due to a rich pool of audience information, detailed tracking, and intelligent algorithms, Facebook is able to direct ads to users based on relevance.
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In order to optimally reach your target audience with Facebook dynamic product ads, it is important to use the personalization and retargeting capabilities of the platform. This helps you to show people product ads tailored to their interests even if they have not visited your site or app before. On top, it will remind shoppers who visited your online or mobile app of the items they recently viewed but didn’t purchase yet.
In addition to showing the users the exact products that they showed interest in, Facebook dynamic ads help you target users based on the stage of the sales funnel they are in, e.g. after they signed up for a newsletter, abandoned their cart, or completed a purchase.
The dynamic content can be delivered on any device and reaches unique users across different devices as long as they are logged into their Facebook accounts.
Facebook allows you to monitor and optimize the performance of your ad campaigns. They offer a range of tools and features that help you understand your audiences on Facebook and in your shop as well as test which campaign settings prove to have the best impact on your overall marketing and sales success.
Ultimately, Facebook is a powerful Social Commerce platform for any brand and retailer when it comes to investing in digital marketing efforts.
Examples for dynamic product ads on Facebook
Besides showcasing retail products on Facebook, you also have the option to use the dynamic format to create industry-specific ads for travel, automotive, and real estate. In the following, you will find an example for each of these formats.
Facebook dynamic ads offer you the possibility to match the travel interests of users with items from your travel catalog. In case, someone was browsing for a holiday trip but hasn’t decided on a hotel or flight yet, you can show them travel ads that contain their specific travel dates, destination, or price range. For example, “Trip to Madrid, from 300 €, available between August 15th to 22nd”. Prices and availability can be updated automatically.
Automotive inventory ads
This format enables you to match potential car buyers with the perfect vehicle. By uploading your vehicle catalog, including details like model, year, and make, you can attract users to check out your vehicle listings on your website, fill in lead submission forms, or other relevant information sources.
Dynamic ads for property
Dynamic ads for property help you advertise new home listings to the right target audience. Whether someone is interested in renting or buying a new property, you are able to showcase the most attractive places based on data points like the number of bedrooms, neighborhood, price, size, and more. Note that you need at least 100 property listings in order to use this function.