Five Tips for Using Dynamic Ads to Sell Products on Facebook and Instagram
Dynamic ads allow you to retarget customers who almost made a purchase from you. Here are five tips on how to use them to best effect.
There are few things more frustrating than seeing a customer drop out of a purchase at the last moment.
They’ve browsed your products, picked one they like, and gotten to the shopping cart. Unfortunately, something happens and they decide not to complete the transaction.
You may think that this is a lost customer.
But they’re not. You can retarget these people in an effort to bring them back on board and convert them.
That’s the main concept behind Facebook and Instagram’s dynamic ads.
What Are Dynamic Ads?
The Dynamic Ads tool allows you to use Facebook and Instagram to retarget people who almost became customers.
You can import website tracking data into the tool. From there, you can use the tool to display dynamic ads for your products. This means the tool will show ads for the products the prospect almost bought from you.
This reminds them of the near-purchase and their need for the product. The idea is that this reminder will prompt them to head back to your website to complete the purchase.
There are several benefits to dynamic ads beyond this. For example, you can use them to create offers that aren’t available on your website. A dynamic ad may highlight a lower shipping rate for a large item. This added bonus could be enough to prompt the purchase.
You can also use the ads to highlight customer reviews and provide other information that the prospect missed the first time around.
All you need to know is how to use them to best effect. Here are five tips for creating powerful dynamic ads on Facebook and Instagram.
Tip #1 – Set Up Your Pixel
Before you can create dynamic ads, you need to feed the tool with appropriate data. This is where the Facebook Pixel comes in. This is a simple piece of code that you copy and paste into your website’s code.
The Pixel will then start tracking how people use your website.
However, you need to do more with the pixel to create great dynamic ads. You can use it to track certain “events” that take place on your website.
When you install the code, it’ll ask which events you want to track. For the purposes of your campaign, select “Add to Cart” and “Add to Wishlist”. You may also wish to add “Initiate Checkout” and “View Content”.
These are all actions that someone who has an interest in your products would take. Setting the Pixel to track these events, it will pull relevant user data and create ads based on how they acted on your website.
Tip #2 – Keep Track of Your Catalogue
The Dynamic Ads tool will also ask you to upload a product catalogue. This allows it to quickly pull data for relevant products that it’ll use when creating your ads.
It’s a simple case of uploading a CSV file containing the relevant product data. You may also be able to create a product feed using your website’s content management system. For example, Shopify has several plugins that allow you to create feeds.
However, you need to keep track of the products in your catalogue. As the tool automates the ad creation process, it could pull data from any of these products.
This means it may advertise products that you’re not especially keen on spending marketing dollars on. Or, it may advertise products that aren’t currently in stock.
That last one can cost you a lot of money. A prospect will wonder why you’re trying to sell them something that you can’t deliver. If it’s someone who you’re retargeting, you may quash their interest altogether.
As such, it’s crucial that you keep track of your catalogue. Remove products when they’re out of stock or no longer part of your product line. Furthermore, ensure the catalogue only contains products that you want to advertise.
Tip #3 – Tweak the Copy
The Dynamic Ads tool automates a lot of the copy creation for your ads.
However, that doesn’t mean you have no control over what it displays. For example, you can still tweak headlines and calls to action (CTAs).
Take advantage of this to keep your dynamic ads looking fresh. If you notice the results starting to taper off, run split tests with different copy tweaks. Try different action words and use ads that elicit different emotions. Sometimes, even small tweaks can make a big difference in the tool’s effectiveness.
Of course, you can automate all of this again once you’ve created copy that achieves your goals.
Tip #4 – Optimise Your Bidding
Towards the end of the campaign creation, the tool will allow you to choose how your ad bids. It defaults to Automatic Bids. However, it’s best that you set this to a specific Target Cost bid instead. This will help you to keep control of your budget and ensure you’re not spending too much on ads for low-margin products.
You also need to set a daily budget. Again, this is dependent on the campaign and the popularity of your website. A site that receives thousands of views per day won’t benefit from a $10 per day budget. But if your site only gets a few hundred daily views, spending $100 per day on these ads may cost you.
Tip #5 – Use Appropriate Images
Facebook and Instagram have different preferences when it comes to image size.
With Facebook, the ideal image will be 1200 x 628 pixels. However, the ideal in Instagram is 500 x 500 pixels.
You can use images of different sizes. However, they may appear distorted in the ad. This lowers the chances of you getting a sale.
The Final Word
Dynamic ads can help you to win back transactions that didn’t quite happen the first time around. They’re also largely automated, which means they save you a lot of time and effort.
With these tips, you can optimise your dynamic ad campaigns.
And Growth Marketing Systems is here if you need a helping hand with building your full digital marketing strategy.