With Facebook Dynamic Ads you can test which advertising elements your target group reacts best to. Learn how Dynamic Ads and Dynamic Product Ads work and how to create them yourself.
In this article, I introduce you to two different advertising formats with variable content. Both are often referred to as FaceBook Dynamic Ads, while the creation and the applications are very different. The two formats have in common that dynamically changing elements are used in the advertisements.
What is dynamic ad design?
The Dynamic Ads are advertisements in which Facebook tests different combinations of different elements and plays the best-performing compilation. The design of the display changes automatically. This is also known as “dynamic creative”, because in this variant in the advertising campaign the creative part of the ad is dynamic.
What are Dynamic Product Ads?
With Dynamic Product Ads, your ad can be personalized by automatically using products from the webpage in the ad. For this purpose, the actions on the website are measured by the Facebook Pixel and created by means of a product data feed the appropriate ad. Thus, targeted ads can be delivered to people who have already shown interest in the products.
Ads that use dynamic ad creative make sense when ads engage your users early in the customer journey – so you can try different ideas and test your audience’s response. For buy-oriented ads that are aimed at interested users, the Dynamic Product Ads are suitable. Here you can jump directly to the chapter relevant for you:
Dynamic Ad Design
For successful advertising applies Testing! Test, with which you address your target group best: Which storyline, which text, which image, which call-to-action-button? If you take all that into account, then ten variants come together quickly – for the first ad. But there were three more ideas! Then have fun duplicating and adjusting the individual variables. The effort does not have to be: Practically, there is a dynamic ad design. You can add different elements in an ad and these are then combined and tested in different variants.
The benefits of dynamic ad design are that creating different variants is quick and easy. The results can be compared directly and Facebook automatically delivers the combinations that produce the best results. The goal is to get the best possible version of the ad. Of course, this also provides you with valuable information about effective elements and texts that are also helpful for designing other advertisements.
Facebook Dynamic Ads Elements
These different elements can be combined with each other:
- 10 videos or pictures or slideshows
- 5 article texts
- CTA buttons
- 5 link titles
- 5 link descriptions
- In addition, the following elements can be added (only one option at a time):
Target URL
Lead form
Tracking parameters
Create FaceBook Dynamic Ads
The FaceBook Dynamic Ads feature is selectable at the ad group level. (If you’re wondering where to find it, then check out the Facebook Ads tutorial .) There, you just have to move the bar to enable dynamic ad creative.
Important: There is only one ad per ad group! This contains the variants.
If you do not see the option, it may be due to one of the following reasons:
The selected campaign target does not support dynamic ads (for example, receive messages).
The dynamic ads can not be displayed in the selected placement.
There are already several ads in the ad group. For example, when an existing ad group is edited or the ad group is duplicated.
It can not be activated retrospectively.
At the ad level, you can put together the different elements to make the ad – meaning the pictures or videos, descriptions, link titles, or even call-to-action buttons. When selecting, there is the option “Add” to insert more variants. It does not always have to be exhausted – but be careful not to add a field without filling it. Otherwise, it will be displayed as empty.
For the formats, you can choose from the known options for ad design. You can test multiple images or multiple videos against each other, but not different formats (carousels, images, and videos) in the same ad. Of course, you could create an ad group with Dynamic Ads for each desired format and compare them with each other – for example, this could be used to find out whether your target group reacts better to videos or images.
When you publish it, the compilation is listed as a single ad in the ad groups. There is only one ad – in which many ads are stuck.
Preview
During the compilation of the ad variants, a variant is always displayed on the right in the preview. There is also a separate preview to show the different combinations of elements. For this you have to call “Show more variants”, then opens a new window. Via the drop-down menu, you can put together the variants of the elements and get the desired preview.
Facebook Dynamic Ads Tutorial
How Dynamic Ads are Created, you can in this video tutorial in detail and directly imitate:
Retargeting with Dynamic Product Ads
The Dynamic Product Ads go one step further. This allows you to automatically customize ads for the products from your shop. To do this, using the information collected through the Facebook Pixel, the retargeting ads will be compiled according to the actions of the people on your website. If you do not have an online shop with individual products, dynamic ads are also possible for offers from other areas – more in the section Product Catalogs for Travel, Real Estate, and Auto.
If a person has viewed a particular product on the website, that person will then be offered the product in the advertisement. An effective way to get undecided buyers back. To use Dynamic Product Ads, Facebook Pixel, and a catalog are required.
What is a Facebook catalog?
A catalog is a database that contains information about the items in your inventory, such as price, category, images, availability, and other attributes of the products. You can use this information to create ads and highlight the articles in them.
There are different types of catalogs for different industries. These include e-commerce (products), tourism (flights, destinations, hotels), real estate and vehicles.
Set Up Dynamic Product Ads
Here are the key steps to set up Dynamic Product Ads at a glance:
- Set up a catalog
- Create catalog (category usually “E-Commerce”)
- Upload data feed (supported file formats: CSV, TSV, XML (RSS) and XML (ATOM))
Alternative: connect e-commerce platform (Shopify, Big Commerce, 3dcart, Magento, OpenCart, Stored, WooCommerce)
- Create product palettes to group products
- Update regularly
- Set up Facebook Pixel for products (or SKD to track App Events )
- Set up events on the website (to track actions necessary for the sales funnel)
- Add parameters (Content-ID and Content-Type)
- Check device
- Assign pixels to the catalog
- Create an ad template for Dynamic Ads for products
- Create a campaign in the Ad Manager for catalog sales
- Select product catalog
- Select product range
- Set more campaign settings (Audience, Budget, and Schedule, optional: Instagram Account)
- Select the ad format for the template: single image, carousel, collection
- Specify additional ad details (Depending on the ad format you choose, you can add link descriptions, ad text, or URL parameters.)
During ad creation, so to speak, only the framework of the display is created (format, teaser, CTA button, etc.), and the product is shown therein changes. The Dynamic Product Ads are especially recommended for remarketing because interested website visitors are shown relevant products to return them to the store.
These dynamic product ads are for eCommerce products. But that’s not all: For some areas, Facebook offers further possibilities for the individualization of advertisements.
Product Catalogs for Travel, Real Estate, and Cars
Advertisers who advertise for these areas can also use dynamic product ads.
If your offers do not fit into these categories, you may still be able to use dynamic ads by simply choosing from the categories the one with the appropriate variables. Depending on the category, different parameters can be added, such as location, destination or price range, and color. It would be possible to define something as one of the default categories to group the ads into your categories. In the case of hotels, for example, the place is a relevant category – for job ads, this would also be relevant, so it could be transferred. As a result, for example, similar offers for the same location (or price or salary level) for which the user has already shown interest can then be shown in the display.
