What You Need to Know About Facebook’s Dynamic Ads and Static Ads

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.

  1. 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).
  2. Run campaigns for at least two weeks, with minor changes if needed, so you can find out what works and what doesn’t.
  3. Refresh your ads regularly to avoid being repetitive, since many Facebook users log in daily.

Ad Formats

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

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

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.”

If you’re using a broad Facebook audience, you’ll need to install the Facebook Pixel on your website and create a Facebook Product Catalogue to create dynamic ads.

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.

What You Need to Know About the Facebook Product Catalog

One of the best ways online sellers and shops can advertise their products and generate sales is through Facebook. Specifically, through the Facebook Product Catalog.

Whether you are an e-commerce business, ticketing agent, or even a hotel offering rooms and suites, the Facebook Catalog can help your business.

Here’s what you need to know about this sales option from Facebook.

What is the Facebook Product Catalog?

As its name suggests, it’s a catalog where businesses can showcase their products and services.

Remember when customers bought catalogs for their favorite brands and went through them to pick out what they wanted to buy?

IKEA is still one of those brands who publishes product catalogs with price tags for each their products.

That said, most customers and businesses are now online, specifically on Facebook, which has garnered over 2.6 billion daily active users.

With figures like that, it’s no wonder businesses are taking unprecedented steps to be on the social platform.

How Does the Facebook Product Catalog Work?

Like the published catalogs, the Facebook Catalog allows companies and sellers to display their products on its platform. Customers can then access these products and purchase them via the company’s catalog on Facebook and Instagram.

“You can create catalogs for different types of inventory, such as products (e-commerce), hotels, flights, destinations, home listings or vehicles,” Facebook explains.

The tool used to manage a brand’s catalogs is called the Catalog Manager. You will need to upload your products one by one to the product catalog.

What Can I Do with Facebook Catalog?

Once your Facebook Product Catalog is ready, which can be used both for Facebook and Instagram, you can:

  1. Add and manage information for your inventory. This includes titles, images, product descriptions, prices, and other options.
  2. Share access to your catalog, which allows your team to work on it collectively on your catalog.
  3. Create one catalog or multiple catalogs for your products and services.

Facebook also notes that you can “set up a localized catalog for multiple languages and countries.”

Can I Use Ads for the Product Catalog?

The obvious answer is yes. It’s no secret that Facebook would like to create ads for anything and everything on its platform.

These are the types of ads you can create once you’ve created your company’s Facebook Product Catalog.

Instagram Shopping

This option is only available for products. In other words, non-tangible services don’t qualify.

Using Instagram Shopping, you can include your products in both Instagram posts and stories.

In the United States, Facebook allows customers to purchase products directly from Instagram and check out from the platform.

Facebook Page Shop

Like its predecessor, this ad type is only applicable to products.

In this case, the shop on your business page acts like a storefront, while the catalog acts as a warehouse that stores your shop’s inventory.

“If you already have a Page shop with at least one product in it, [then Facebook has] automatically created a catalog for you in Catalog Manager that’s connected to your shop,” the social media platform explains.

The Facebook Page Shop allows you to manage your inventory either in your shop or in the Catalog Manager.

You can create the Facebook Page Shop from your catalog.

Dynamic Ads

Available for all types of inventory, Dynamic ads display products or items from your catalog to people who have looked for them online.

According to Facebook, Dynamic ads “match items from your catalog with events from a Facebook Pixel or SDK, a piece of code installed on your website or app.”

To create a dynamic ad, you need to know and have a dynamic audience.

Collection ads

Applicable to all types of inventory, this ad format shows customers a collection of four items from your catalog. Customers can then tap the items to learn more or browse similar products.

What Is Facebook Dynamic Audience?

As part of this series on Facebook audiences and ads, we’ve tackled different types of audience. Today, we’re taking on Facebook’s Dynamic Audience.

If you’re wondering how you’ve never heard of this audience type or why it doesn’t appear often, you’re not alone.

Here’s what you need to know.

What is Facebook Dynamic Audience?

Unlike Facebook’s Custom Audiences and Lookalike Audiences, the Dynamic Audience is for companies, who have and use a Facebook Product Catalog to sell their products and services.

In other words, if your Facebook page doesn’t have a catalog you won’t be using dynamics audiences or dynamic ads in the near future.

It’s an audience that relies on engagement and interactions between customers and your products.

How Do Dynamic Audiences Work?

Put simply, if you have a product catalog on Facebook, once customers engage with it, then you have a dynamic audience.

Whether these users or customers have clicked on one or more of your products, bought an item from you, or simply added a product to their cart, this counts as an interaction with your shop and catalog and goes into to generate  a Facebook Dynamic Audience.

That said, there’s an important aspect to remember before you can start searching for your dynamic audience.

Your store needs to have the Facebook tracking pixel integrated in order to track your customers’ actions, says Nicolas Vibet, chief product officer at MakeMeReach.com.

How Is this Audience Dynamic?

The answer is since this audience type relies on interactions, it’s ever-growing.

Today you can have 10 users engage with your products, tomorrow that number can be 100.

Regardless of the number, whether it increases or decreases, the audience keeps forming and growing, making it a dynamic audience.

“Any interaction from users with your products, website or content will be tracked, and will design the Dynamic Audience further, reaching more people in the future,” says Vibet.

How Do I Use Facebook Dynamic Audiences?

Facebook doesn’t leave anything to chance. For the dynamic audience, Facebook has created an ad type called Dynamic Ads.

In brief, dynamic ads use items from your product catalog and display them to people who have “looked at or searched for” your products online.

Dynamic ads “match items from your catalog with events from a Facebook Pixel or [software development kit (SDK)], a piece of code installed on your website or app,” Facebook explains.

More on Facebook’s Dynamic Ads in our next blog post!

Here’s What You Need to Know about the Facebook Pixel

One of the most important options provided by Facebook for businesses is the Facebook Pixel. Companies, small and large, use it for tracking purposes.

But what is the Facebook Pixel and how does it work?

That’s what we will be talking about today.

Facebook Pixel Basics

Facebook introduces its Pixel as “a piece of code for your website that lets you measure, optimize and build audiences for your advertising campaigns.”

Simple yes, but let’s explain it further.

You’re a business and you have a website. There is a lot of data you need, such as: Who are these people visiting your website? Where are they coming from? What pages do they visit? Which pages do they leave?

If these people are coming because you’re creating ads on Facebook, are they converting? Or people landing then leaving?

 

How Does the Facebook Pixel Work?

When you have a Facebook Pixel installed in your website, you can use it to track people’s actions when they visit your webpages. For example, you can track actions like buying a product or service.

Once they take an action, the Pixel is activated and reports the action taken. This means, you will know when a customer clicks your Facebook ad and converts on your website.

The “pixel also tracks user-generated events, such as sites visited, products added to cart, checkouts initiated and purchases made. So much as submitting a lead form on a website with a pixel gets thrown into the mix,” explains Adage.com.

“You’ll also be able to reach this customer again by using a Custom Audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization,” Facebook explains.

 

What can the Facebook Pixel do?

Its primary function is to “track.” But here is a list of tracking options that the Facebook Pixel can perform:

1)     Measure conversions across multiple devices

2)     Optimize delivery to people who are more likely to take action

3)     Create custom audiences from visitors to your website

4)     Give you more data about your website traffic

How to Set Up the Facebook Pixel?

Adding the Pixel to your website isn’t difficult. You can even do it yourself if you can access your website’s code, you can step-by-step instructions using Facebook’s Help Centre, or you can have your developer set it up for you. Most people and businesses prefer the latter option.

Last but not least

If you’re just starting out, it would be a good idea to embed the Facebook Pixel into your website early on so you can track your audiences and their actions across your site. It will collect the data from your visitors and send it back to you.

“By targeting broader ranges of people you think will respond positively on your site, you’ll help feed the hungry pixel much-needed data that will later help you build lookalike audiences,” says Adage.com.

What Is Facebook Lookalike Audience?

Facebook is a common go-to advertising platform, offering various audience options for advertisers including today’s topic: the Facebook Lookalike Audience.

Having surpassed the 2.6-billion daily active users mark, Facebook will remain a top contender when it comes to advertising dollars.

What is Facebook Lookalike Audience?

Facebook’s Lookalike Audience is one of several audience types Facebook allows advertisers to target when creating ads on its platform.

Like its name suggests, a lookalike audience is similar to your current audience.

Basically, you are telling Facebook “This is my audience now show me who is similar to them so I can target them with my ads.”

Here’s what Facebook says about its lookalike audience option: “[It’s] a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.”

Facebook notes that when it’s time to “grow your business,” that’s when you use your custom audience to create a Lookalike Audience.

Lookalike Audiences are lists of people to target with advertising who are similar to (or ‘look like’) the people currently engaging with your business,” Facebook explains.

HubSpot describes Facebook Lookalike Audience as a “sophisticated audience matchmaker for marketers.”

Cool, right?

Benefits of Lookalike Audience

This Facebook audience type allows advertisers to reach and target the best customers for a brand. It is like levelling up from Facebook Custom Audiences, which you use as the basis for your lookalike audience.

Lookalike audiences “increase the probability of generating high-quality leads and offer more value on ad spend,” explains HubSpot.

How to Create a Facebook Lookalike Audience

Like the Custom Audiences, you can get your targeting data from several resources. These can include:

Customer information: You can generate this from a landing page, newsletter list, website traffic, or a survey filled by customers.

Visitors: People visiting your website are a great resource and offer tons of data that can be used to re-target them across Facebook. You will need to have a Facebook Pixel to compile this data.

Mobile app activity: With a mobile app for your business or e-commerce store, you can integrate it with active Facebook SDK event tracking. This collects data from people who have installed and used your app.

Engagement audience: This is an audience who has engaged with your brand or posts across Facebook or Instagram. Engagement, according to Facebook, entails actions such as likes, reactions, comments, or shares. It also includes filling forms, video views, and actions on your Facebook page or Instagram business account.

Offline events: If you have an offline or brick-and-mortar store, you can create a list of those who have visited your store. The information collected can include interactions such as in-store visits or calls.

Last quick tip

When you’re using Facebook Lookalike Audiences, include people who are more likely to buy from you or those who have already purchased your service or product.

“Many successful marketing campaigns are built on email lists containing individuals who have taken key actions already, such as adding an item to their cart or purchasing an item,” says Adage.com.

This helps narrow down audiences and gets your brand closer to people with a bigger chance of buying from you.

Last but not least, creating Facebook Lookalike Audiences is omnichannel marketing tool. It’s also based on having a customer segmentation strategy.

Facebook Custom Audiences: A Short and Easy Guide

It’s common knowledge that Facebook ads are one of the most widely-used social media ads in the world. Businesses swear by them, especially when they get their Facebook Custom Audiences done right early on.

This shouldn’t come as a surprise, considering that the social media platform 2.6 billion active monthly users by the end of the first quarter of 2020, making it largest social network globally, according to Statista.

Facebook Advertising

Facebook offers businesses and individuals alike a wide array of advertising options. Whether you’re targeting clicks, traffic, awareness, subscribers, or selling as an e-commerce store, there’s something that Facebook can help you with.

One of the top benefits to using Facebook advertising is its wide-ranging targeting options, which offer filters that help brands, companies, and e-commerce stores to reach relevant audiences with their products and messages.

Facebook ads allow advertisers to reach those customers who are more likely to respond to your ad. For example, if you want to get clicks to a blog post on your website, Facebook allows you to target people are more likely to click on links instead of those who don’t click.

But to advertise correctly, you need to be aware of the different audiences Facebook works with. This is exactly what we will be covering in this series of articles.

Types of audiences on Facebook

Facebook Custom Audiences

Facebook describes its custom audiences as “an ad targeting option that lets you find your existing audiences among people who are on Facebook.”

How? You upload resources like customer lists, website traffic, app traffic, or engagement on the social platform to create those audiences.

A Facebook Custom Audiences is an audience you’re already aware of and who are familiar with your business.

This custom audience is created from information you, as a business, have collected, which may include: e-mail addresses, phone numbers, addresses…etc.

Benefits of Facebook Custom Audiences

“Custom Audiences are one of the most highly-targeted forms of marketing, making them increasingly popular with ecommerce stores who want to keep their brand top-of-mind with interested consumers,” explains BigCommerce.com.

It adds that Facebook’s Custom Audiences allow stores to target “contextual advertisements directly at consumers” who recently visited those brands’ websites. This attracts people better as the products are “still fresh in their minds.”

When was the last time you visited an e-commerce store’s website only to find the products you’d been considering – or even added to your cart – showing up again on Facebook? That’s part of Facebook Custom Audiences and re-targeting.

Facebook Custom Audience Options

The social network allows you to create several types of Custom Audiences. These are:

  • Website Custom Audiences (based on traffic and data from your website)
  • Mobile app Custom Audiences (based on traffic, data, and actions from your mobile app)
  • Custom Audiences using a customer list
  • Engagement Custom Audiences

According to Facebook, each ad account can create up to 500 Custom Audiences.

Ideas for using Facebook Custom Audiences

Sometimes customers may go through an e-commerce store only to leave or forget about their shopping carts. But with Facebook Custom Audiences, you can target those audiences once more, reminding them of their searches but in a different environment.

This allows you to test different ad messages and see which converts better.

Sometimes users truly do forget what that they had a shopping cart somewhere. By creating a kind-of-reminder with a limited-time offer, you’ll be able to attract them to your store once more and to completing their purchase.

But that shouldn’t be your end target. It’s important to analyze the ads you create and see which gets the best response on Facebook.  

In addition, using Facebook Custom Audiences, brands can even do micro-targeting. This allows them to target users who visited specific pages on their website.

Last tip!

The secret to creating any good audience is to have a customer segmentation strategy that helps you understand your customers and their behaviors.