This article was originally published in 2019 and has been updated with the release of new capabilities – most importantly the support for multilingual Image Templates.
Facebook’s Dynamic Ads are a standard tool in every performance advertiser’s toolkit. Today, advertisers typically create individual catalogs for each country and language pair they advertise – and use those to create separate ad campaigns. Although this approach produces great results, it quickly becomes time-consuming to manage as the number of markets and language combination grows.
Advertisers are able to streamline this process with Cross-Border Dynamic Ads (aka "Multiple Languages and Countries in Dynamic Ads" or "Localized Catalogs") by easily consolidating different language and country variations of products into a single catalog. This allows advertisers to run a single campaign for multiple countries and languages so localized product information is automatically shown to each user.
In this post, I cover the benefits, best practices, and limitations of the solution – along with some practical examples and success stories. Read on to find out why you should adopt Cross-Border Dynamic Ads.
Why Use the Multi-Language and Country Setup?
Cross-Border Dynamic Ads are a perfect fit for advertisers who run similar Dynamic Ads campaigns across multiple countries or languages and are interested in simplifying their catalog setup, while still tailoring the ads for better results.
Reason 1: Performance
The most important reason to try this solution is the potential for increasing sales and improving ROAS. As product learnings for optimization (such as which products to show to each person in Dynamic Ads) live on the catalog level; adopting multi-language and country feeds increases the learnings accumulated by a single catalog and improves Facebook’s optimization capabilities. This solution enables advertisers to create fewer campaigns to reach their potential customers and more budget can be allocated per campaign and ad set. Each ad set will drive more conversion data and delivery, so they provide more data for Facebook’s optimization algorithms.
As Smartly.io supports Bid Multipliers, you can also take into account different markets having different conversion values. Simply lower bids for less valuable markets (or bid more for valuable ones) to ensure the best performance.
Unique to Smartly.io, you can now also customize your ad creative per language or country! For example, it's easy to show prices in local currencies for each person seeing the ad. Thanks to our Image Templates, you can further enrich your creative with on-brand visuals, localized messaging, pricing, and much more.
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We’ve seen promising performance results from early testers. Sunweb saw 10.7% lower cost per conversion with 23.8% better ROAS with the multi-language setup compared to setting up each catalog individually.
“Using Smartly.io’s solutions, we’ve been able to save simplify our Dynamic Ads setup, saving time and improving results while still serving the most relevant ads in each market.”
- Person quoted
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Reason 2: Time Savings
Catalog and campaign management are quite straightforward when you are only dealing with a couple of markets and operating in one or few languages. However, especially for global advertisers or advertisers looking to expand to new markets and languages - managing dozens of catalogs, campaigns, and language combinations quickly becomes a huge time sink.
Cross-Border Dynamic Ads reduce manual work by allowing advertisers to combine campaigns and customize ad copy and links for each country and language automatically.
Implementing the solution is fast and easy in Smartly.io as you can use our simple UI to reuse your existing feeds and add the overrides with a few clicks. There is no need to resort to extensive feed manipulation and getting started only takes minutes.
How Does it Work?
The multi-language and country setup is supported for the following Dynamic Ads solutions: Dynamic Ads for Products, Hotel Ads, Flight Ads, and Destination Ads.
The setup process is extremely straightforward if you’ve already set up Dynamic Ads:
Create a catalog normally, then connect multiple feeds and define the override logic.
Create a Dynamic Ads campaign and insert customization to your ads. You can customize for example title, description, price, URL, and ad creative. You can find the full list of supported parameters here.
If you are not yet running Dynamic Ads or are unsure how to implement the Multiple Languages and Countries setup, we can help you get started. Just get in touch.
Cross-Border Dynamic Ads are a powerful addition in the performance advertiser’s toolkit. They offer the potential to increase performance and save time when operating in several markets or languages. To start using them, get in touch with your Customer Success Manager – or get in touch with our sales team if you’re not using Smartly.io yet.