Dynamic product ads, an offering from Facebook, are a low hanging fruit that every e-commerce business should prioritize in their strategy. These ads are both easy to set up and highly powerful––whether you’re retargeting past visitors or prospecting for new ones.
This feature allows you to create an ad template that automatically draws from your product feed. With this, you no longer need to go through the tedious process of creating an ad for all of your products.
Dynamic Ad Example
All you need is a live product feed, a willingness to experiment, and you’re ready to go. Soon, you’ll be sending out dynamic product ads customized to each audience member’s specific interests.
Follow along with our guide and we’ll share how you can use dynamic product ads to push your advertising to the next level.
1. Utilize segmentation for specific product sets
The more tailored your ad copy is to the products you’re selling, the stronger your ads will perform. Your audience wants to see a custom message tailored to them and their interests. The more you break down your different products into smaller thematically relevant groups, the more you can tailor that messaging and improve your ad performance.
Further, the more you break out your products into different product sets, the more data you can pull on which products are performing best. With this information, you can better optimize your budget and advertising strategy going forward.
2. Personalize dynamic ad copy options
Take further advantage of your ability to customize your messaging by utilizing dynamic ad copy options with your advertising. Facebook also allows you to make the ad copy dynamic, meaning you’re able to substitute in product name, price, and more based on your business’ products.
Facebook will automatically bring in the product’s name and price from your catalog, but that is easily customizable in the platform.
3. Remind customers of forgotten products in their shopping carts
Don’t let interested customers slip through the cracks. One of the simplest strategies any e-commerce business can hone in on is advertising to people who have added products to their shopping cart but haven’t purchased yet.
Reminding them particularly which products they were so interested in earlier is a great next step. We recommend testing out new promotions particularly with this audience group. Sometimes a small, limited-time discount is enough to motivate action here.
4. Up-sell more products
You can take it a step further from just reminding your customers of the products in their cart, by showing them a product bundle including their shopping cart item(s) along with more new products at a discounted price. If you know that a customer is interested in at least one product in your bundle, then they’re a good candidate to target with your bundle promotions.
5. Cross-sell new products
Another way to increase your customers’ lifetime value is to show existing customers your products in different product categories. If your gateway product is jeans, try to sell your customers on shirts next. If they’ve already purchased from you and trust your brand, they’ll be more easily persuaded to buy from your other product offerings than a totally new customer.
6. Play with promotions
There are a number of ways to highlight the value of your site’s limited-time discounts. You can utilize Strike-through Prices to show the absolute value of a sale and how much money your customers are saving by purchasing now. We recommend using this for high-priced items where 5% - 10% off may bring in large savings.
You can also show “Percentage Off” in your ads’ prices, which we particularly recommend for lower priced items with higher percentages off. Saving $2 off a $4 item isn’t the biggest motivator, but 50% off sounds a lot better.
7. Just keep testing
As with any campaign you’re running, it’s always a good idea to launch multiple different ads per each ad set in order to find the best ad and develop learnings. We recommend running 3 - 7 different ads at any time for each ad set. If you have low performing ads, pause them and test something new! You never know what you might discover.