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This article was originally featured on Social Media Examiner<\/a><\/em><\/p>\n The ability to deliver relevant ads at the right time can make or break your ad campaigns. Facebook\u2019s dynamic product ads are a valuable tool that allow brands to show personalized ads to users, increasing the likelihood of conversion.<\/p>\n In this post, we\u2019re going to discuss why dynamic product ads are so valuable and look at 10 different tactics you can use to boost results with them.<\/p>\n Facebook\u2019s dynamic product ads allow advertisers to create and use templates that will be auto-filled with information and images from product data feeds to show users ads that are relevant to them.<\/p>\n It\u2019s common, for example, for advertisers to have dynamic product ads tied to their tracking pixel. If a customer views a specific product page, the dynamic ad will show them that particular product in an ad.<\/p>\n Dynamic ads allow advertisers to generate ad campaigns at scale while still delivering the most relevant ads possible to their target audience based on factors like triggered events, pages viewed, and products purchased. Instead of needing to create separate ads for each individual product, they can run a single campaign that links to an entire product catalog or datafeed.<\/p>\n These ads allow Facebook to optimize your ads for you naturally, which can lead to better results <\/a>as their algorithms are able to serve ads to users most likely to take certain actions.<\/p>\n While each business will need to run tests to determine which dynamic product ads work best for their audience, the following 10 tried-and-true strategies can potentially increase conversion rates at different stages of the sales funnel.<\/p>\n If your goal is to use dynamic product ads to reach high-intent audiences, adding an offer to your ad can be what pushes them over the edge to convert.<\/p>\n Offers can vary depending on your business, but can include any of the following:<\/p>\n – A percentage off a first purchase<\/p>\n – A dollar amount off a purchase<\/p>\n – Free shipping<\/p>\n – A free consultation or first class<\/p>\n – A free sample or gift with purchase<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/1.1-2.png” title_text=”1.1″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n Promoting offers both in the ad copy and on the ad image can further incentivize users to make a purchase.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”146px” custom_margin=”2px|||||” custom_padding=”||||false|false”]<\/p>\n In the ad above, Cole Haan features an offer for 70% off select sales styles, plus an extra 20% off using code EXTRA. They mention this in the copy and reinforce it in the image, with a \u201cShop Now\u201d as their CTA.\u00a0<\/p>\n When using dynamic formats, Users will see ad versions that they\u2019re most likely to interact with based on their past on-platform activity, and will be taken to a relevant destination site.\u00a0<\/p>\n When you\u2019re creating dynamic product ads, there are a few tricks you can use to repurpose assets like \u201cbrand name\u201d or \u201cprice\u201d to apply relevant product catalog information into the standard copy you\u2019ve created for these ads.\u00a0<\/p>\n [\/et_pb_text][et_pb_video _builder_version=”4.6.4″ _module_preset=”default” custom_padding=”|120px||120px||”][\/et_pb_video][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/2.1.png” title_text=”2.1″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n By clicking the \u201c+\u201d sign next to the text creation field\u2019s you can add in dynamic information like brand, description, retailer ID, and price that will be pulled from your data feed for each individual product shown.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”60px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n You can preview how this dynamic formatting will appear across multiple different placements to ensure that it works for your campaigns.\u00a0<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/2.2.png” title_text=”2.2″ _builder_version=”4.6.4″ _module_preset=”default” min_height=”434px”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n Preview how dynamic formatting will look before running your ad campaigns.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n When expanding your ad campaigns internationally, you may need to factor language and pricing into the equation. Someone in Germany will most likely be able to read an ad written in English, but if they see the US dollar sign instead of a euro, they may automatically assume the product isn\u2019t for them.<\/p>\n Updating your ads language and pricing based on the location of the viewer is an important step to take when you\u2019re scaling your campaign to new territories.<\/p>\n When creating your campaigns, you\u2019ll see the option to add additional languages to your campaigns.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/3.1.png” title_text=”3.1″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n To add additional languages to your dynamic ads, select \u201cAdd Languages\u201d in the creation process.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n You can select \u201cAdd Languages,\u201d and then can connect to different product feed files that have product titles and descriptions in different languages. You can also choose to upload a feed file for your products that contain local pricing, currency, and sizing for different countries if relevant.\u00a0<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/3.2.png” title_text=”3.2″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n You can add language information that includes titles and descriptions in different languages for products, or country information that contains relevant local pricing, currency, and sizing for different countries.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n While Facebook does have native translation features that users can rely on, it\u2019s best to serve ads to users in their native language so that no intricacies are lost in auto-translation. It also shows customers that you\u2019re intentional about serving their specific market and that they aren\u2019t an afterthought, which can help you gain trust and credibility.<\/p>\n It\u2019s a common tactic to add product pricing not only to a carousel description but also to an ad\u2019s image. It can draw the user\u2019s attention to the price point quickly when they\u2019re scrolling, which can in turn help increase conversions.<\/p>\n \u00a0Unfortunately, though, adding prices to static images can be challenging when you\u2019re working at scale. Pricing often changes overtime due to sale prices, special promotions, or standard changes in the market. The last thing you want to do is need to go back and edit every single product image in your data feed.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/03\/4.png” title_text=”4″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n You can add information like pricing to static images with native Facebook features.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n You can use frames and price overlays<\/a> on Facebook to turn static images into dynamic ones that feature up-to-date information in real time.\u00a0<\/p>\n You can currently include information about price and free shipping on your images when you\u2019re running dynamic ads with the objectives of App Installs, Leads, or Catalog Sales.\u00a0<\/p>\n Once you do, you must select \u201cSingle Image or Video.\u201d Then select \u201cEdit Creative\u201d under \u201cCreative Tools.\u201d You can either add catalog information or a frame.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/4.2-3.png” title_text=”4.2″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n Find \u201cCreative Tools\u201d under the \u201cAd Creative\u201d section, which will open a drop-down menu that lets you add a frame or catalog info to static images.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n In this example, we\u2019re adding pricing information. You can change the shape, color, and font of the tag that shares this information, along with the font and position.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/2.2.png” title_text=”2.2″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n Go to \u201cCatalog Info\u201d to add updated information like price to your static images\u00a0 on dynamic ads.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n You can also upload frames to make evergreen content \u201cseasonal,\u201d like adding a Christmas garland frame surrounding your products before the holidays.\u00a0<\/p>\n If you\u2019re using dynamic ads or carousel ads, the first image is essential. It\u2019s what users see first, and it can determine whether they interact with the ad or not.<\/p>\n The default option is to let the Facebook system automatically assign the product in the first card according to signals it has around what the person may be interested in.\u00a0 Another way to approach this is to choose your own image or video and therefore show unique content that represents your brand, before then showcasing your products.<\/p>\n Our recommendation is to test both approaches and understand what\u2019s best for you. Overall we\u2019ve seen when choosing high-value visuals to present your carousel, your campaign\u2019s conversion rates can increase quickly.\u00a0\u00a0<\/p>\n Facebook has a \u201cslideshow\u201d feature, which automatically pulls product images from your catalog to create a short video you can use in your ad\u2019s creative. These can be used both in carousel ads and single video ads.<\/p>\n Slideshows give you a chance to showcase more products to customers all at once, and can give you a video of solid quality without the expense and time of creation falling into your team. They can also allow you to showcase more images of a single item, such as showing a skirt on a mannequin and on a model.\u00a0<\/p>\n You can enable slideshows under the creative section of the ad creation process. They\u2019ll pull images automatically from your product set to show multiple images per item.\u00a0<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/4.3.png” title_text=”4.3″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n You can find \u201cslideshows\u201d under \u201cCreative Options\u201d when creating your ad campaigns.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n Many brands test standalone ads and are able to see which products and creatives perform best long before they start testing dynamic product ads. You can use the information from early testing to take a single high-performing ad and turn it into a potential high-value product catalog.<\/p>\n If, for example, a cosmetic brand realized that images of women next to products that work well for their specific skin tone performed well, you can build entire catalogs of that group of relevant products.\u00a0<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/7.png” title_text=”7″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n This ad showcases the same pair of shorts in different colors, giving the brand a chance to display different versions of high-value products to create a high-converting ad.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n In the example above, Vuori displays different variants of their top-selling shorts, showing users more of a high-value product at one time.\u00a0<\/p>\n Again for a cosmetic brand, instead of promoting a single product at a time or running carousel ads that just show random products, grouping products by the skin tone of the wearer or the aesthetic they\u2019re going for (like a \u201cnatural\u201d look as opposed purple lipstick and blue eyeshadow) can increase product add-ons and average order values.\u00a0<\/p>\n Choosing which types of images to use for your ad campaign can be difficult, and ultimately testing is the best way to determine what works best for your individual audience, product, and industry.<\/p>\n You may find that single product images on white backgrounds and plenty of negative space perform best. Some brands may realize that grouping products together in a single image works for them, while others may find that images showing the product in use works best.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/8-1.png” title_text=”8″ _builder_version=”4.6.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n Wren + Glory uses multiple different types of product images in a single carousel, including an image with a single product and an image with multiple products next to each other.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n To determine what works best for you, set up split testing with types of images and videos while keeping the rest of your creatives the same. Facebook will optimize your ads automatically, and you can see which drives more interest.\u00a0<\/p>\n Collection ads are a mobile ad format that allows you to feature a variety of products all at once like an extended carousel ad. When users click on the collection, they\u2019ll see a shoppable gallery of products.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2021\/02\/9.png” title_text=”9″ _builder_version=”4.6.4″ _module_preset=”default” custom_padding=”|199px|0px|175px||”][\/et_pb_image][et_pb_text _builder_version=”4.6.4″ _module_preset=”default”]<\/p>\n \u00a0<\/b>Collection ads allow you to group like items in a mobile-friendly gallery that showcase multiple items in your inventory at once.\u00a0\u00a0<\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.6.4″ text_font=”Roboto|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”99px” custom_margin=”-2px|||||” custom_padding=”||||false|false”]<\/p>\n Ecommerce brands with product galleries can benefit from this ad format, as it\u2019s proven to have the potential for high conversion rates.\u00a0<\/p>\nWhat Are Dynamic Product Ads & Why Are They Useful?<\/h2>\n
1. Add Offers to Increase the Ad\u2019s Appeal<\/h2>\n
2. Include Multiple Text & Visual Options for Dynamic Formats<\/h2>\n
3. Localize Language & Pricing for International Ads<\/h2>\n
4. Customize Static Creatives with Frames & Pricing Overlays<\/h2>\n
5. Choose Your First Carousel Visual Wisely\u00a0<\/h2>\n
6. Test Image Slideshows\u00a0<\/h2>\n
7. Translate High-Performing Standalone Ads into Product Catalogs\u00a0<\/h2>\n
8. Test Different Catalogs Using Different Styles of Images\u00a0<\/h2>\n
9. Test Collection Ads<\/h2>\n