In the world of advertising, there many forms an ad can take. Each social media platform comes with its various ad options. In this article, we will be talking about Dynamic ads and Static ads.
Main Criteria for Any Ad
When conducting ads, whether on Facebook or any other platform, there are a few basic rules you need to remember. Think of them as a 3-point checklist.
- Your branding needs to be the same across all ad formats, even if you’re targeting different audiences. Experiment with different text, images, and calls-to-action (CTAs).
- Run campaigns for at least two weeks, with minor changes if needed, so you can find out what works and what doesn’t.
- Refresh your ads regularly to avoid being repetitive, since many Facebook users log in daily.
Depending on your choice of digital platform and where your business’s audience are, you’ll notice that different platforms may have similar ad options.
For today, we’ll be focusing on Facebook ads, particularly the differences between the Dynamic Ad and the Static Ad.
Each of these Facebook ad types offers “a different set of risks and rewards,” explains Adquadrant.
Let’s go into detail and see what each is about.
But First Some Data
On average, Facebook enjoys roughly 1.79 billion active daily users, according to June 2020 data by Zephoria.
Moreover, like any ad format, it’s important to segment your users carefully to ensure your ads are well-targeted and not to waste ad spend.
The amount of content a Facebook user can see on the site’s News Feed could reach or exceed 1,500 updates, including likes, shares, stories, and page updates.
Facebook’s algorithms attempt to reduce that number to 300 updates based on a user’s likes, hides, and their scrolling activity, explains Nanigans.com.
Static Ads involve page posts, page likes, mobile app installs, and directing users to a landing page.
This ad type normally appears either in a user’s News Feed or on the right hand-side of the page if they are using desktop, or on a mobile’s News Feed.
Static ads work best with seasonal and regional topics, as well as major local or international events.
This helps your ads appear less intrusive because your target audience and their friends and family may be talking about these topics.
If you’re using a video ad, then “the goal is to raise brand awareness and word of mouth. In contrast, static ads are aimed at directing consumers somewhere else, so make sure your landing page or app is ready to receive visitors,” says Nanigans.com.
Dynamic ads are used to promote your business’s inventory “to people who have expressed interest on your website, in your app or elsewhere on the Internet,” explains Facebook.
The platform adds that “Dynamic ads look exactly like other single image ads, carousel ads or collection ads on Facebook, Instagram and Audience Network.”
The difference is, instead of having to create an individual ad for each product or item in your inventory, dynamic ads allow you to create “an ad template that automatically uses images and details from your catalogue for items you’d like to advertise,” Facebook says.
You can use dynamic audience and dynamic ads to retarget customers who have taken any action on your website or app.
You can even use broad audience targeting and reach people who “may not have visited your website or app before.”
The dynamic ads show relevant products from your Facebook Product Catalog to people when they visit Facebook, Instagram, the Audience Network or Messenger, offering product recommendations.
If there’s a type of ad you’d like to learn about, leave us a comment below.