Dynamic Ads Beyond Retargeting with Broad Audiences

Miikka Holkeri

Marketing

 

 

 

 

Facebook’s Dynamic Ads have offered unparalleled performance for e-commerce, travel, and other advertisers for well over two years already. So far, the product has only supported retargeting advertiser’s website visitors and app users, limiting your audience size to the number of people who’ve interacted with you in the past. That’s why, despite the great performance, the possible investments advertisers have been able to make have been fairly restricted — typically, the biggest share of their budgets goes to acquiring new customers.

To help advertisers reach these audiences with top-performing ads, Facebook is rolling out the possibility to expand the reach of Dynamic Ads campaigns outside retargeting audiences – it’s called Broad Audiences.

Show the right products to the right person

Advertising with actual, information-rich product ads is in many cases much more engaging than using generic content. The key to success is showing the right products to the right person. This has been fairly simple with dynamic retargeting: just decide which products to show based on the items the person has viewed already. To expand to other audiences, Facebook is now combining its immense repository of demographic and behavioral data with product-specific statistics gathered from your Facebook Pixel or App SDK to come up with the optimal product recommendations for each individual.

For example, Jane is looking for a pair of running shoes across multiple websites, and engaging with shoe-related content on Facebook and Instagram. Based on that activity, along with her demographic characteristics, Facebook might show your ad featuring running shoes or related products like shorts.

Telia Norway worked with their agency iProspect and got 47% lower cost per sale than in their other prospecting campaigns with Dynamic Ads with Broad Audiences and Smartly.io’s Dynamic Image Templates:

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UK based beauty etailer Beauty Bay used Dynamic Ads with Broad Audiences as a part of their automated prospecting solution through Smartly.io. The campaigns are feed-based, running automatically and always reflect the state of their inventory::

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Add a touch of your brand with Static Cards

When you’re advertising to a new audience, you might want to include a brand message in addition to the products you’re showing. This is possible with Static Cards which let you define one or multiple cards that are the same in all ads, while the remaining carousel cards are filled with dynamic content. Static Cards are available for both retargeting and Broad Audiences campaigns. They also support video which can be great for grabbing and directing attention to the products in the carousel.

 

Here’s how our customer eBay used Dynamic Ads for Broad Audiences, a Static Card for the heavy equipment category of their site and Dynamic Image Templates to generate automatically updating, personalized product ads:

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Here’s how our customer TUI used Static Cards with country-specific videos in their Dynamic Ads for Travel creatives to catch the eye and provide inspiration around the hotels advertised. This carousel ad has a video Static Card from Greece before the dynamically updating ads for hotels:

 

Best Practices for Broad Audiences

  • Use broad targeting and conversion-optimized bidding to leave more room for Facebook’s algorithms to find the most valuable audiences for you.
  • Don’t exclude all your website visitors from these campaigns. This helps Facebook get you more delivery and ultimately better performance.
  • Split your catalog to product sets by category and use a category-specific Static Card to introduce new users to your brand.
  • Don’t use product sets with only a few products. Leave room for Facebook’s algorithms to find the best performing ones.

 

How does Dynamic Ads with Broad Audiences differ from Smartly.io Automated Ads?

Both Dynamic Ads with Broad Audiences and Smartly.io’s Automated Ads are solutions that let you run campaigns with always-up-to-date creatives based on product feeds. Automated Ads achieves this by creating and managing static ads, whereas Dynamic Ads renders a dynamic ad optimized for each individual user. In addition, with Dynamic Ads, you don’t have to filter the advertised products yourself, as Facebook automatically finds the best-performing ones.

The upside of Automated Ads is that you get more control over the exact ads you’re showing and you can use advanced features such as providing videos or targeting information in the feed and automatically building slideshows, canvases, lead forms and multi-product photo posts out of the products. Both Automated Ads and Dynamic Ads support our Dynamic Image Templates and automatic optimization features.