In a relatively short amount of time, Facebook has developed their ad offering into a very powerful platform that is able to take advantage of Facebook’s precise targeting and large amount of data. As part of their development of this platform, Facebook recently rolled out a new type of ad unit. This unit is known as Dynamic Product Ads.
What this type of ad unit does is allows advertisers to sync their product catalog and then reach Facebook users in a variety of different ways, including mobile. If your company does any advertising through Google AdWords, you’ve probably seen how much activity has shifted from traditional display ads to Google Shopping ads.
Based on early tests and reports from a wide range of businesses, it appears that Dynamic Product Ads are in a position to have the same kind of impact. That’s why we want to cover some of the most important things for your business to know about making these ads part of your Facebook marketing efforts:
Details About the Ad Units
One of the really cool features about these ads is they can either showcase a single product or multiple products. In terms of which option works best, that’s going to vary from business to business. Luckily, the dynamic nature of these ads means once you get set up, you’ll be able to easily test both types to get your own results.
Dynamic Templates Are a Big Time Saver
Anyone who has spent time running Facebook ads can tell you that even though this platform is very powerful, one of the downsides has always been how long it takes to set up campaigns. Facebook is well aware of that feedback, which is why they’ve gone to great lengths to streamline their new ads through the use of dynamic templates. In addition to automatically pulling in information like product names and prices, dynamically pulling in inventory means the ads won’t continue running if an item sells out.
Targeting Options for Dynamic Product Ads
Although these ads have a lot of similarities to Google Shopping ads, there are some key differences as well. Instead of targeting based on keywords, these ads can be targeted through a variety of parameters offered by Facebook. Those parameters include improved Custom Audiences, which will make it easier than ever to target who sees ads based on very specific actions. One nice thing is these improvements are still available through the existing Facebook audience pixel. The only change is it needs to be associated with your product catalog.
If you’re looking for a way to help your business harness everything that Facebook ads and the rest of their platform has to offer, be sure to take a look at Web Media University’s Facebook training.