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Have you ever been so scared when, after searching a flight for March, Facebook starts showing you (seconds later) a carousel of flight offers for the same dates? You are the target of a retargeting campaign! And, in particular, the ad company has used a dynamic ad to reach you.

What is a dynamic ad? its a type of Facebook Ads format that allows a brand to advertise their products of its catalog in a personalized and automatic way. It main objective is to get the sales of a product/service or downloads of an app, but its also compatible with the objective to create awareness; for example, in the case of cars promotion.

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HOW DYNAMIC ANNOUNCEMENTS WORK

The most important step for the process of a dynamic advertisement is the association of a pixel of conversion event (specific actions that a user make in a web or APP) with the products of a catalog. Thats all, if the goal of a business is to make the users to buy an X product, the dynamic ad must be associated with the”purchase of that product”.

In this way, the dynamic ads of your campaign will learn from the behavior of the user and will show the ads according to their interests. Therefore, a dynamic ad works in the following way:

  1. You have an online product catalog that you are interest in promoting on Facebook, Instagram and Audience Network for a sale/promotion/download objetive.
  2. Upload your updated catalog to Facebook, either in an XML that is updated every day or with a file.

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  1. Create a campaign with the goal of converting “Catalog sales”.

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  2. The ads are automatically shown to the users according to the behavior they have performed on your website or APP (if they have interacted, if they have added a product to the cart, or if they have clicked somewhere). The ads are displayed with the images and information you add when uploading your catalog.

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BENEFITS OF FACEBOOK DYNAMIC ADS

As we have said, the dynamic ad format is an effective and fast method of remarketing campaigns to promote your business on Facebook. But what are its main benefits?

  • Search for potential buyers. the system automatically detects the interest of potential buyers of a product or service, since it has previously analyzed its behavior on your website, app or other internet sites. For example, if a user has been looking for beauty products, the system perceives it as adequate to show you their ads of the same nature.
  • Help to conclude purchases. This type of ads helps convince undecided users to complete the purchase process. How? The correct configuration of the pixel in the campaign detects when a user “leaves” an item in the shopping cart.
  • Inform about new or complementary products. Through cross sales, you can encourage the purchase of products from different categories. For example, if a user has purchased a dress from a luxury brand, they will be more willing to buy a high-end purse.
  • Diffusion in different channels and devices. Dynamic ads are shown on Facebook, Instagram and Audience Network, as well as on any device: smartphones, computers and tablets, no matter where the user has performed the action.
  • Automatic Updates. This type of ads allows us to upload items from a catalog through a single upload (if prices or stock do not vary much) or scheduled recurring increases, in which you have to indicate the location of the file of your website that will be updated once a day with the price, SKU stock, information, etc.

SECTORS CAN BE INTEGRATED IN

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Depending on the sector of your business, we give you some recommendations to create a good announcement in Facebook ads with this type of format:

E-commerce. All brands that have an online store can optimize their Facebook Ads campaign with this type of ads.

Travels. If a person has been looking for their next destination, but has not yet decide on any, with this type of ads you can show interesting advertising according to the dates you have been looking for or other information. Like the travel sector in terms of flights, hotels or hostels can impact with dynamic ads showing relevant information on availability on the dates previously searched by the user.

Real estate. If your business is based on the purchase and rental of properties, dynamic ads will reach whose who have shown interest in this topic and, thanks to its customization, can offer products according to the desired neighborhood, price or square meters.

Automatize. This ad format is very useful to promote the ideal car models for each potential customer. If you do not have a sales objective, you must have a detailed description that includes the model, the year of manufacture, the brand of the vehicle, etc. The goal, in this case, will not be the direct purchase, but to arouse more interest in the buyer or have him fill out a form (lead).

Another interesting point of the dynamic ads of Facebook is the possibility of combining the usual parameters of Ads (demographics, interests… ) with the most advanced segmentation offered by the system. What do you think of this type of ad format? Do you think they are effective for more sectors than we have detailed? Tell us about your experience!

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