You’ve checked out a cool watch online, clicked the description and thought, “I can’t really afford this right now”.
A day later, you’re reading an article you’ve found on Facebook and there’s an ad for the very same watch, and it’s discounted by 20%.
This must be divine intervention, you might think. Well, not quite. We’ll explain exactly how that ad found you. It’s a powerful combination of Facebook’s dynamic ads and something called retargeting.
If you own a business, you are probably already thinking that this could be an extremely useful tool. In order to get the most out of them however, you need to understand what dynamic ads are, what Facebook retargeting is, and how the ads are displayed.
Sounds like a lot? Let’s take it one step at a time!
What are dynamic ads?
Dynamic ads are Facebook’s answer to remarketing. Essentially, the platform automatically who have already expressed an interest in your product.
They look exactly the same as other Facebook ads, regardless of their placement. What makes them really convenient is that there’s no need to create hundreds of different ads for different products. All you need to do is set up a template and Facebook in all its benevolent generosity will do the leg-work for you, inserting all of your products into the template.
What is Facebook retargeting?
Facebook retargeting involves the tracking of your website or mobile app users, along with the actions they take while using them. This helps serve highly targeted ads as they continue to navigate the internet.
Retargeting is also called remarketing, the two names are often used interchangeably. The tracking is achieved by installing Facebook Pixel on your website pages or Facebook SDK (Software Development Kit) in your mobile app.
Where are your ads displayed?
Your ads will be displayed across Facebook, Audience Network, Instagram and Messenger. For clarity, Facebook Audience Network makes it possible to extend your ad campaigns beyond Facebook to access people on mobile sites, mobile apps, videos and Instant Articles.
Here’s an example of how dynamic ads are used to great effect.
Let’s imagine you have an e-commerce site selling bags. Someone’s been drawn in by your eye-catching ads, browsed around, checked out a couple of bags and added them to their cart. They then navigated off the site without, for some reason, completing the purchase.
This could have happened for any number of reasons. They could have been interrupted, the process could have been too slow, there could have been a technical problem, or they just got cold feet. Whatever the reason, they came terribly close to making a purchase and didn’t.
It’s now your job to reel them back in and convince them to make a purchase. With your Facebook pixel and app events installed and working as they should, you have all the information you need to fire off highly targeted ads to this shopper.
The ad will serve as a reminder that they had not completed their purchase. Standard practice here is to chuck in a little sweetener, offering them a 15% discount on the very item they added to their cart, maybe a buy-one-get-one-free with a different item included. The upshot is a really powerful selling technique.
You don’t need to limit yourself to products here. Remarket your services. If someone was interested in your service, retarget them with ads offering them the same service, with a bit of an extra incentive.
Steps for implementing dynamic ads
1. Implementing the Facebook Pixel and App Events
The pixel allows you to track and understand the actions people are taking on your website, as well as reach audiences you want to target, and assess the effectiveness of your advertising.
App events lets you build custom audiences from visitors to your site based on actions they had taken. This is required when using dynamic ads with a retargeting campaign.
The pixel allows you to monitor the following events:
- Complete Registration
- Initiate Checkout, Purchase
- Add to Cart, Generate Lead
- Add to Wishlist
- Search and View Content
- Add Payment Info
The events you select are the ones you want people to respond to with your ads.
For example, creating an audience list of people who added items to their shopping cart, but left before completing the purchase.
- Choose the conversion events, which are actions people performed on your site, so that your dynamic ads can be targeted to specific events.
- Assign the correct product IDs to your events.
- Associate your Facebook pixel or App Events to your product catalogue. This allows ads of specific items to be displayed depending on the visitor’s actions.
2. Build your catalogue
Your catalogue, also called product catalogue, is a container for the goods you want to advertise and is key to creating your dynamic ads.
You require a data feed to enable you to use your catalogue in your ads. It contains all the items you wish to advertise and consists of columns containing info such as pricing, unique ID, etc.
You need to make sure that your deep links, which are links to specific pages on your site, are set up correctly.
Do the following to make sure the catalogue and dynamic ads are in sync:
- Make sure the images in your catalogue comply with the guidelines and are eligible for all placements. Where these criteria are not met, ads will not be displayed.
- Keep your catalogue current, accurate and ensure the content is of a high quality.
- Each product in your catalogue must have a unique identifier.
3. Use the catalogue to create product sets
A product set contains a group of related items from your catalogue. This allows you to control your bids and items that appear in your ads. For example, a set could consist of shoes, another could be items marked down by 10%.
Overlays are used to show special offers, prices, strikethrough price, or free shipping.
5. Create striking ads
Dynamic ads let you either show multiple products using the Carousel ad format or single products using the Single Image ad format.
- Use quality images.
- Square images, in the Carousel format, should be 600 x 600.
- Single image ads should be a minimum of 1200 x 630.
- Resolution should be high to make sure the quality of the image is good. The recommendation is to use a resolution of 1080 x 1080.
- Use overlays to display prices or discounts over each item in the ad.
An Adversent Insider Tip!
Don’t make any creative changes during sales events that attracts high traffic as doing this may affect the delivery of your ads during the campaign. Don’t make creative changes to anything during time-sensitive campaigns, such as during holidays. If changes are necessary, do it when traffic is low.
6. Identify and target the right audience
When it comes to identifying your target market and selling to them, you have two real options:
You can remind website visitors who browsed but didn’t buy, about the products they looked at. You could do the following:
- Exclude visitors who recently purchased something. You can target them later if they do not return to your site for a while.
- Segment audiences based on when they were last on your site. This will influence which ads and special offers to target them with.
- Upsell or cross-sell to people who have recently purchased from you. This conflicts a little with the last point, but if you can target an extension of the product they’ve recently bought or something that complements it, go for it.
Targeting a Broad Audience
This would likely be something you might undertake to increase brand awareness and find a new customer base.
Here are a few things you could do:
- Target your audience based on demographics, location, etc to reach precisely those people most likely to convert.
- Split test your ads to see what variation works.
- Make use of ‘lookalike audiences’, groups of users who have virtually identical characteristics to those who have already used your business.
Other Uses of Dynamic Ads
In addition to advertising products, dynamic ads work particularly well for travel, automotive and property.
Dynamic ads for travel
Think about how often you find yourself researching flights and dreaming up travel inspiration. For a lot of people, travel is the most desirable end they can achieve with money, and all it takes is a cheap flight or deal on a hotel to nudge them down the slippery slide that is the buying cycle.
If they are searching for flights, but didn’t book, your dynamic ads could be served. The same holds true if they were browsing hotels without booking. Here are some scenarios where dynamic ads could be used to profound effect:
- Conversion of intent into bookings– display ads that offer deals or travel blogs/stories to try and inspire the user to purchase
- Complete bookings with those who expressed an interest – automatically display date-specific ads to your website’s visitors who have shown intent for specific travel options.
- Complimentary offers– Those who have booked can be served ads about upgrades or related experiences.
Dynamic ads for automotive
You can display exactly the makes and models of cars a potential buyer has searched for or viewed. Your dynamic ads can direct them to, for example, lead submission forms, vehicle detail pages, etcetera.
Dynamic ads for property
Real estate agents can show listings of exactly the types of properties a buyer is interested in purchasing or renting, based on criteria like price, neighbourhood, square feet, etcetera.
Dynamic Creative is another amazingly powerful tool in Facebook’s marketing arsenal. It works for single image and single video ads, and it allows the advertiser to offer a highly personalised experience to the shopper.
It allows you to determine which creative assets work best for your target audience.
It takes the basic components of a Facebook ad (titles, videos, images, CTAs, etc) and automatically creates a series of variations of these assets for that ad. These are served to your audiences and it converges on the best performing ones.
Dynamic Creative is so powerful because it serves different combinations of an ad creative,
This is particularly useful when you want to target each of your market segments with the look and feel that they want.
These ads can be displayed on Facebook newsfeeds, Audience Network and Instagram feeds.
The maximum amount of assets you are allowed to use is thirty. These are:
- Five titles
- Five descriptions
- Ten images or videos
- Five bodies of texts
- Five CTAs
You need to make sure all your assets work well together. This you do by clicking the “View More Variations” button after setting everything up.
Dynamic ads work because they target users with ads for products they are interested in, at a time they just need the slightest of nudges to make a purchase. It works well for products of course, but because of the highly specific nature of them, they’re also suited for travel, property and automobile prospects.
Dynamic creator is an extra personal touch, that takes the characteristics of the user into account. It not only provides your online user with the products they are looking for, but also serves the ads in a style that best suits a specific market segment.
Making use of dynamic ads is key to a successful Facebook ad campaign, and when done right, the results can be staggering. This remarketing method is one of the most successful marketing strategies to come about in recent times and has made unprecedented changes to the world of digital marketing.
But guess what, your competitors probably aren’t making the most of it. For such an effective selling technique, remarketing is surprisingly underused. Go out and apply what you have learnt from this blog, and see your business attract more online attention and sales than ever.
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