Tuesday, November 3rd, 2015 | 6 min read
With just a few seconds to catch someone’s attention on social media, marketers want to show off as much of what their brand can offer as possible.
Often, a single image is enough to create a high-performing ad, especially if a brand wants to showcase one product, drive website traffic, or stay top-of-mind with retargeting. But what good does that do for brands that aim to highlight a line of solutions—like clothes, makeup, or tech devices? That single image strategy can prove not only ineffective; it can also be a waste of a good budget.
Thankfully, there’s a solution for combining multiple products and messages into one sponsored placement that is retargeted towards people who have already viewed your products online: Facebook dynamic product ads.
With dynamic product ads, marketers can promote several products to Facebook users who have already visited their company’s website or mobile app. This not only ensures that your brand’s sponsored posts are shown to the right people; it also saves an enormous amount of time.
Instead of creating individual ads for each product and target audience, advertisers have the option of creating a dynamic template that showcases an entire product catalogue or different categories of products—such as handbags or mascaras—to consumers who have already viewed these products, added them to a cart, or even purchased them.
All marketers have to do is upload their product catalogues to the Facebook Business Manager along with their list of products and relevant information such as pricing and descriptions. From there, they add a Custom Audience pixel to their website. This will cull information about which consumers are engaging with certain products and trigger Facebook to launch ads that feature relevant items.
By using dynamic product ads, marketers play a more direct role in the buyer journey and have more control when it comes to driving conversions and boosting sales. Instead of cutting off the user once they leave the company website, the advertiser has an opportunity to say, “Hey, I saw that you might be interested in this. Maybe you want to give it another look and see a few similar products.”
While dynamic product ads can be used to promote businesses large and small, the strategy probably appeals most to those with hefty and nuanced product catalogues. For example, large retailers, consumer packaged goods brands, and tech companies might find them particularly helpful in generating direct responses from consumers.
Plus, most importantly, dynamic product ads benefit the people who are most valuable to your business: your customers. These tailored and retargeted ads offer them a more personalized advertising experience in which they can scroll through multiple product offerings based on their demonstrated interests.
You know your audience better than anyone, so put yourself in their shoes. What would they want to see in an ad from your brand? Whether you choose to highlight a whole collection of items, or showcase the different benefits of a single product, use dynamic product ads to send a clear message about what your consumers should know about what your company has to offer.
Considering dynamic product ads work across devices, it’s important that your ad templates are suited for desktop, mobile, and tablet. For instance, someone can visit your website on a desktop device, and then see your ad on mobile when they’re scrolling through their Facebook app. You never know where you might be reaching your next big lead, so it’s best to prepare for all formats.
Dynamic ads don’t just provide a smooth advertising experience for the marketer; they’re also designed to please the consumer. Since the ads are integrated into users’ Facebook feeds, they give your customers a nudge about your products without being too intrusive. As such, make sure your messages blend in with Facebook’s content; this way, don’t feel like their browsing experience is disrupted.
Facebook’s dynamic product ads should be in every major retailer’s advertising tool kit. By retargeting consumers with carefully curated image sets, marketers can follow up on potential leads and have a more direct role in driving conversions. And, most importantly, they can be sure that they’re showing off everything their brand has to offer to the people who care most.
About the Author: Amanda Walgrove writes about content marketing, social media, and online entertainment. She has written for Advertising Week, The Huffington Post, Tablet Magazine, and The Content Strategist, among others.