March 28, 2023
As Paid Social marketers we’re forever testing ways to beat the scroll on a user’s feed. By leveraging Facebook Dynamic Ads within our retargeting campaigns we’re able to target an interested audience with simple, yet effective ads that can help drive sales (...and from experience, usually achieve lower CPA’s, too!). Our Senior Paid Social Manager, Danielle shares her honed tips and tricks to get the most out of this ad type…
So, what are Facebook Dynamic Ads?
If you’re an eCommerce brand with a product catalogue you can certainly drive sales by using Dynamic Ads. This ad format allows you to promote your entire product catalogue across Meta platforms; Facebook, Instagram and Audience Network, without having to create multiple single ads.
Why should you use Dynamic Ads?
Dynamic Ads are ultimately personalised adverts for customers who have already visited your site. They work by focusing on ‘intent signals’ that customers show whilst browsing websites or apps and serve relevant products to each user, meaning there’s a higher chance of conversion… Pair that with an exclusive discount and you’re onto a winner!
There are a few things to consider when setting up DPA ads (dynamic product ads, another fancy way to say ‘dynamic ads’ just FYI)...
- You can optimise your feed to show product only images (usually on a white background) however, you can also test prioritising lifestyle images over the product only image. I’ve been guilty of presuming in the past that lifestyle will work better than product only! But guess what?! I’ve been proved wrong many times (that’s why TESTING is so important!). If you have lifestyle options, or even UGC (user generated content) to test against product only images - do it! You could be surprised with the results.
- If you have an extensive product range you may want to only show specific products to specific users, for example; someone who has visited a home furnishings website and they have been looking at sofas (we’re talking pricey sofas too, £2K+) you are less likely to want to show them gift ideas with a much lower price point, but instead serve them those fancy sofas only. You can head over to the Meta Commerce Manager and set up ‘Product Sets’, this means you can create sets based on specific products or collections, for example; sofas. This means your dynamic ads are even more targeted and from experience, this can mean higher CVR and lower CPA’s - winner!
- Also, If your product images are not square then it may mean your dynamic ads aren’t aesthetically pleasing - you may have a lovely border with your product image in the middle (like the below example), look like yours? Don’t worry, there’s a way around it! (sit tight, top tip coming up…)
To get rid of this when you are editing at ad level, select ‘Edit Creative’.
Then select ‘Crop images’, once you are in make sure you opt for ‘Zoom out to fit’ and Background Colour is set as ‘Automatic colour’.
Then your ad should look a little like this…
…much better!
Top tip 💡
We mentioned using product sets to showcase specific collections, test out using exclusive discount codes to customers based on AOV. You can target users who are viewing products over a certain price threshold and provide a different discount code to those looking at lower priced items, this increases your chances of those viewing the higher priced items converting.
Bonus tip 💣
Test dynamic ads out for prospecting too…
Try via a Catalogue Sales campaign and within the ad set section, select ‘Find prospective customers even if they haven’t interacted with your business’.
If you're an ambitious retailer looking to level up your current Paid Social activity we'd love to hear from you! Get in touch with our experts using the button below.
