Consumers are bored with static ads. The people you’re trying to target on Facebook probably don’t even notice your marketing messages any more. Ads on other sites may never been seen at all thanks to rapid growth in the use of ad blocking software.
People don’t want their internet time being interrupted by ads for brands they’ve never heard of or products in which they have no interest, and they’ve become adept at tuning out messages from companies with broad, untargeted marketing campaigns.
How can you get your brand to stand out when so many people would rather ignore online advertising altogether? Facebook dynamic ads have the potential to revolutionize the way your business approaches eCommerce. By connecting directly to your product catalog and delivering ads based on how your target audience interacts with your website and other similar offerings around the internet, dynamic ads ensure your marketing messages reach an audience already interested in what you have to offer.
What are Facebook Dynamic Ads?
Traditional ads on Facebook and other platforms deliver one message about one product to an audience you hope has some interest in making a purchase. Even after performing detailed market research, it’s hard to predict exactly how consumers will react to these ads. Misjudging your audience could mean wasting an entire campaign and having to start over from scratch.
Dynamic ads take the guesswork out of eCommerce promotions by tracking the way visitors interact with your website and how they shop in general. Instead of offering a single product image to all the members of your target audience as they get their daily social media fix, the dynamic platform uses insights from Facebook’s ad pixel to show products related to previous shopping behaviors.
You have three choices for targeting your ads:
• Cater to a broad audience based on their Facebook and shopping activities
• Retargeting customers who abandon their carts before checkout
• Cross-selling or upselling relevant products to previous customers
Ads are pulled from your product catalog and include images, descriptions, inventory information and pricing. If you have a large product collection, dynamic ads give you the ability to showcase a diverse range of your offerings without the need to create individual marketing messages for each item.
You’re not limited to a single product in each dynamic ad. Facebook provides the option of including multiple items to increase visibility. Whether or not you choose to take advantage of this feature, these ads can be delivered to consumers at any stage of the sales funnel.
Using Facebook for Retail & eCommerce
Making dynamic ads work for your business requires an initial investment of time in order to enjoy the payoffs of the platform. The first thing to do is set up your product catalog on Facebook so that your entire inventory is available for use in ads. Import your offerings as an XML or CSV file, and add all the relevant attributes in separate columns. These include:
• Product name
• Product identification number
• Image URLs
• Landing pages for products
• Product type
• Product condition
When you’re done, Facebook has a complete feed from which to draw when delivering ads. Consumers see only products related to their interests and their recent buying and shopping decisions.
For Facebook to “know” which products to display, you have to configure a custom audience pixel. This code serves two purposes:
• Collecting information about consumer activities to create specific audience groups
• Tracking conversions for better campaign targeting and management
Coding the pixel can be a little complicated, so you may wish to work with a developer or an experienced IT professional to ensure yours is configured correctly to capture the information you need for your campaign. Once the pixel is coded for various actions, add the code to your website to start sending audience information to Facebook.
The last step is to create an eye-catching ad template for a single- or multiple-product ad. Choose whether to display your marketing message in news feeds or the right-hand column as users browse Facebook, and decide if you want to include a call-to-action button or deep links to products before finalizing the ad for display.
Getting All the Benefits of Dynamic Ads on Facebook
Is switching to dynamic ads really worth the effort? Successful marketing hinges on delivering the “right marketing message, to the right person, at the right time.” This is the goal of Facebook’s dynamic ad system. By tracking specific behaviors with the pixel and using your complete catalog as the basis for the ads your audience sees, you’re able to deliver relevant marketing messages with the power to connect with consumers based on what they need or want at any given moment. Since these ads work across devices, it doesn’t matter where the first point of contact is made. Your audience will see appropriate ads regardless of where or when they check Facebook.
Using a dynamic system to create marketing messages saves a great deal of time by completely automating the delivery process. You no longer have to go in and update inventory levels or product prices yourself, and you don’t have to worry about out-of-stock items being displayed as part of the campaign. Consumers always see the latest information, meaning they can easily follow through with purchases after clicking on ads.
Stop wasting valuable time with ads to which your audience isn’t going to give a second look. You’re already using Facebook for retail & eCommerce, so setting up dynamic ads is a logical next step. Focusing on dynamic marketing allows you to connect directly with your target audience based on their likes and dislikes, shopping behaviors and personal interests.
Marketers embracing automation with dynamic ads enjoy higher click-through rates with a lower input of time and energy. Make Facebook an integral part of your marketing strategy to reach a wider audience with streamlined campaigns designed to increase interest and conquer consumers’ apathy toward advertising.