Leveraging the power of Facebook’s Dynamic Ads with MakeMeReach

DA (Dynamic Ads, formerly DPA) is a powerful retargeting product from Facebook, capable of handling different use cases, such as retargeting for products, hotels, or destinations. In this article, we will focus on product retargeting.

What are Dynamic Ads?

Dynamic Ads help advertisers retarget users based on the products those users interacted with on the advertiser’s site or mobile app. In order for this to work, advertisers must be using the Facebook Pixel, the Facebook Mobile SDK if they have an app, and have all their products listed in a Product Catalog.

A Product Catalog is an object, Facebook side, that hosts one or several feeds coming from the advertiser’s system. The feeds are usually very similar – if not the same – as product feeds used with other retargeting partners. Eventually, a feed is simply a list of products matching the products available to the users on the site and the mobile app.

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An example of a Dynamic Ad template using static text (top) and dynamic values (Title, Price, Image).

Dynamic Ads are fully cross-platform, allowing advertisers to retarget their users across the board, from iOS and Android apps to desktop and mobile web. Dynamic ads are also a great way to reach users based on their purchase intents, on and off Facebook, as advertisers can retarget them when they are either on Facebook, Instagram, or on the Facebook Audience Network.

On top of the feed, advertisers also need to have the new Facebook Pixel implemented on their web properties, and Facebook’s mobile SDK standard events in their apps. The Facebook Pixel will send to Facebook detailed information about the products, such as their ID, and at which stage they have been seen by the users. Was it when they just visited a product page (ViewContent), added a product to their cart (AddToCart) or purchased (Purchase)?

Last but not least, advertisers will need to create retargeting audiences, which are by essence dynamic. These audiences can only be built once a feed has been uploaded to a Product Catalog, with at least one Product Set created, and of course when the Pixel and mobile events are up and running.

On MakeMeReach, the audience creation flow is very flexible: the platform users can create multiple audiences, with specific retentions rules, and nested conditions.

For instance:

Users who AddToCart but not Purchase in the last 7 days

AND not AddToCart in the last 3 days.

That way, this audience will only retarget users who have added a brand A product to their cart 7 to 4 days ago, which allows the advertiser to create a second audience in order to retarget users that have a stronger purchase intent due to their more recent actions (3 to 1 days ago):

Users who AddToCart but not Purchase in the last 3 days

Having multiple audience is key to success with Dynamic Ads, since bidding strategies will vary, depending on the size and the intent of the audiences.

How to prepare your DA feed for success?

One of the usual setups we suggest is generating a feed containing all available products, with details about top sellers and best converting products based on results from the site or existing retargeting campaigns from other partners. This can be done by adding a custom column to the feed, containing – for instance – the internal rating of the products. It will then be used to create Product Sets containing only the highest rated products, and very useful for adjusting the bidding strategy accordingly to these products’ ability to generate more conversions.

Other ways to do this without having to create a custom column, is by filtering specific product brands that generate better results, or simply by creating a feed containing only top products.

Segmenting even further (e.g. by product categories) can make sense if the plan is to have several campaigns segmented by audience, if the retargeting audiences are big enough for this. In any case, it’s important to note that Product Sets should always filter on the stock column, so that only products that are currently available are shown in the dynamic ads.

Once the top products are available in a Product Set, MakeMeReach users can create an ad template combining existing copies from standard carousel ads, combined with dynamic values from your feed for each Carousel card.

This is particularly time saving considering the standard Carousel ad units require each product’s details to be manually inputted when creating regular Facebook campaigns. For Dynamic Ad campaigns instead, all of the values available in the feed can be used to build ad templates. For instance, one can create a Carousel card title like so:

Buy your {product.name} which will be rendered as Buy your Pink Adidas Originals if we take the example shown earlier in this article.

This allows to create simple campaigns able to accurately retarget users with the product they have interacted with, even if the Product Catalog contains millions of products. With MakeMeReach, advertisers can push DA automation one step further.

Dynamically enrich creatives with MakeMeReach

If your products’ visuals are not appealing enough (e.g. pack shots on white background), you can leverage MakeMeReach’s Conditional Creative editor, and dynamically enrich visuals with custom shapes, text, backgrounds, logos, with no limitations on the number of products to process. We actually process and enrich millions of products on an hourly basis thanks to our powerful feed processing engine.

Performance-wide, we have seen that the combination of Dynamic Ads and the use of Conditional Creative dramatically increases CTR and conversions rates of product-focused retargeting campaigns.

More details can be found in this video:

To conclude on Conditional Creative, this product allows to:

  • Add as many layers as you want on top of your images
  • Use your custom Font
  • Use dynamic values from the feed
  • Dynamically apply layers to specific products (e.g. products on sales, product expiring, new products…)

For instance, here is the same example as above, with Conditional Creative layers applied to each product.

cc
Pricing (Price, Sales Price) details and a custom background have been dynamically added to all the products of this feed

Wrapping up

If you’re not yet convinced you should use Dynamic Ads with Facebook and MakeMeReach, here are the key benefits:

  • Better retargeting campaigns at scale (the right product, for the right audience, for many products).
  • Ease of use due to the leveraging of existing assets from other partners (Product Feed)
  • Automation (centralized creative management via the feed, e.g. for creative refresh)
  • Time saving (vs. building standard Carousels)
  • Always-on campaigns that adjust accordingly to your products’ stocks
  • The Conditional Creatives product is available to all MakeMeReach clients, with no limitations, and no additional costs

Dynamic Ads are a great way to retarget your users cross-device across Facebook’s ecosystem. Indeed, there are some technical and operational steps to undertake before getting live, but MakeMeReach can get you going very quickly if you’re interested.

We will cover some technical aspects in other blog posts – in the meantime, if you are a MakeMeReach user and want more details, drop a line to the Customer Success team. If you’re not, contact us for a product demo!

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