Facebook Releases Next Level Ads for Retailers – Dynamic Ads

Facebook has officially announced it’s new product… One I’m really excited to get into! Dynamic Ads. You may have seen or read something about them. Here is my 411 on these ads. What they are, how you can use them and what it could mean to your business.

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What are Dynamic Product Ads?

In the “Facebook for Business” blog, authors explained what Dynamic Product Ads are…

Dynamic Ads is a “solution designed to help businesses promote multiple products or their entire product catalog, across all the devices their customers use. With product ads, businesses can showcase more products and people on Facebook can discover more relevant products”.

What does this mean?

When using the Dynamic Product Ad type in Facebook, business owners can now promote multiple / products with a unique creative, without having to configure each ad. This eliminates the tiresome and tedious task of running different ads for each of your products.

This type of ad also has features that help create a better experience for your prospects. For example, when an advertiser uses automatic delivery of product ads, the Facebook system will turn off ads for specific products when they’re out of stock. For those that know the pain of inventory/website stock API’s you’ll understand exactly how handy that feature will be.

So what do marketers and retailers need to know from these ads?

Availability. Product ads are available today in the API through Facebook Marketing Partners and will roll out in Power Editor over the next few weeks.

Hyper-targeting. Dynamic ads work best when configured with the hyper-targeting tactics of Facebook. This means that you can target the following people:

  • Those who have visited your website but did not convert
  • Your exact email list (including the unsubscribers and inactive subscribers), and
  • Those who have similar interests from the ones in your list (Lookalike audience)

We talked about these tactics in another blog. Read about this here >>

Available to all devices. This type of ad is available across all devices (mobile and desktop), regardless of their original touchpoint for your business.

How are Dynamic Ads configured?

Step 1: Upload your catalog. A catalog is a list of products that you would like to advertise on Facebook.

Step 2: Place the Custom Audience pixel on your website. A pixel is a code that you can get from Facebook’s custom audience pixel tool. You can modify it to report when product IDs from your catalog are being viewed, added to cart, and purchased. This is something that should be given to your developer, it requires a bit of coding knowledge.

Step 3: Create a dynamic products ad template. You have to assign your ads a title and use keywords to pull in images, product names, prices, among others.

Step 4: Run your campaigns. The dynamic ads product will look like this:

Dynamic Ads

Are you excited about this development? Do you see yourself using dynamic ads in the future? Let me know which feature of dynamic ads you like most in the comments below.

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