How to Create Impactful Dynamic Ads on Social Media?

Social media wield tremendous power in the modern world. According to SmartInsights data, more than half of the planet’s population uses social media, with the average time spent being 2 hours and 20 minutes daily.

With companies and brands competing for the attention of users, social media can be considered super-rich attention mines with nearly endless resources. That’s why advertising there is so effective and popular. One advantage of this channel is that it can be used by players of all sizes and scales, from one-person companies selling handcrafted goods to international giants with billions of dollars in revenue. Social media platforms, aware of their reach and the possibilities for advertisers, offer multiple types of ads, with dynamic ads being one of the most popular among all kinds of companies.

What Are Dynamic Ads on Social Media?

The idea of generating an ad using the product a user has seen or was looking for using a search engine is simple. Yet, the technology and mechanics behind it are sophisticated and tech-heavy.

How Do Dynamic Ads Work in Practice?

The idea of generating the ad using the product one has seen or was looking for using the search engine is simple. Yet the technology and mechanics behind it are sophisticated and tech-heavy.

Data Collection

Dynamic ads rely on data collected from users' online activities, including website browsing history, search engine queries, and social media interactions. Tools like Facebook Pixel or SDK track user behavior on websites and apps, capturing actions such as viewing product pages, adding items to carts, or completing purchases. This data must be stored and analyzed later to deliver relevant ads to the user.

Also, the platform itself is often a data-harvest tool, with users willingly sharing personal data, including gender, age, geographical location, family status, and other information like favorite TV shows and books. Having all this data in a great melting pot is the first step toward delivering dynamic ads.

Product Catalog Integration

Businesses upload their product catalogs to the advertising platform. This catalog includes detailed information about each product, such as images, prices, descriptions, and availability. This data is essential for dynamically generating ads tailored to individual users. Having access to this data allows the system to generate relevant ads for particular customers.

Real-Time Ad Creation

Using the collected data and product catalog, dynamic ads are created in real-time. These ads automatically adjust their content based on the user's past interactions and current interests. The level of personalization and adjustment may vary depending on the company’s budget and sophistication. Yet, considering the accuracy and possibilities provided by modern tech, the level of adjustment can be impressive. If the company is using ad creation automation like Cropink, the multitude of forms, copy, and other variables enables the company to push algorithmic effectiveness even further.

Personalization and Targeting

The last step is connecting the dots. Dynamic ads use machine learning algorithms to continuously learn from user interactions and improve ad targeting. This ensures that the ads shown are highly relevant to the user's preferences and behaviors, increasing the likelihood of engagement and conversion.

For instance, if a user viewed a specific product but did not purchase it, they might see an ad for that product later on social media platforms like Facebook or Instagram. If not, the ad may be displayed to people resembling that particular user based on factors relevant to the product. This may include gender, age group, and interests—there is no point in promoting female running shoes to users who are neither female nor interested in physical activity.

Platforms Supporting Dynamic Display Ads

Meta Dynamic Ads: Facebook and Instagram

Dynamic ads are versatile and flexible tools to use in the marketing tech stack. Every tool can be used in multiple ways to support a multitude of goals and processes. That’s why so many platforms offer this type of advertising. The company leverages a large user base and a gargantuan database to deliver targeted ads based on user profiles. Due to the lifestyle nature of the platform and its great reach, Facebook works perfectly with B2C campaigns of all types. That is why running data driven campaigns but still creative with Meta is the key factor for the success.

LinkedIn Dynamic Ads

Contrary to Facebook, LinkedIn is professional by nature and collects data about positions, companies, and roles one has been hired for. By that, it is a popular tool for B2B marketing, and dynamic ads are used in this highly-priced market to support both hiring and selling B2B goods and services.

YouTube Dynamic Ads

YouTube benefits from a massive audience and gargantuan reach. The platform is based on video content, so the ads need to be adjusted and fitting to the context and form, making YouTube advertising more complicated than on many other platforms.

Google Dynamic Search Ads

Google is one of the leaders of the digital ad ecosystem, benefiting from sophisticated technology and a multitude of complementary systems. The automation of Google’s ecosystem has gone so far that, instead of entering the keywords and copy, the platform extracts data from URLs and delivers the ad itself, with little to no support from a human overseer required. The downside of this solution is the diminishing control over the creation the company has, which may be a challenge for highly regulated markets, like finance or healthcare.

How Do You Design Dynamic Ads For Social Media Yourself?

With the technology being relatively similar, and platforms willing to make the experience as smooth as possible, it is fair to state that the process of setting up the campaign is similar on all platforms. Yet for the sake of clarity, the guide below applies to the Meta ecosystem.

Step 1: Preparations

Before even starting, one needs to check the configuration of Meta Ads Manager and Facebook Pixel on their side. It would also be beneficial to check the configuration of the analytics tools, such as Google Analytics or Hotjar, assuming that data from these tools will be used.

Last but not least, the budget needs to be secured. Even the best ad campaign needs to be supported with money—the more, the better.

Step 2: Setting Up the Catalog

The product catalog is the central part of dynamic ads, so the company needs to have it set up. This is done in Commerce Manager. The easiest way to connect the e-commerce website with Meta's advertising ecosystem is via product feed. Importing one and keeping it updated (for example, using Feedink) is a huge time-and-effort saver.

Step 3: Creating the Ad

The last step is to connect the catalog and the tracking data to ensure the campaign reaches the desired user group.

• The first part requires defining the campaign objective. For the majority of B2C companies, the goal will be “sales.” In the B2B market, “leads” may be more popular.
• The second part is to configure the ad set by choosing the products to be advertised.
• The third part requires choosing the ad placement. One can either let the machine suggest them or do it manually, depending on the context and the user's knowledge.
• The fourth part is to complete the setup. Depending on the assets, one may choose single catalog images or carousel ads. At this step, using ad creation automation tools like Cropink may be extremely helpful, as they come with nearly unlimited numbers of varied creations in basically no time.

Advantages of Dynamic Creative Ads

The popularity of Dynamic Creative Ads comes not only from their tech sophistication. These tools bring business results by increasing sales and boosting ROI.

Enhanced Personalization

Dynamic ads offer a high level of personalization by tailoring ad content to each user's unique interests and browsing behavior. This leads to more engaging and effective advertisements. According to Sender data, 71% of consumers feel frustrated if the shopping experience feels impersonal. Also, 63% of consumers will stop buying if the company uses poor personalization. Delivering tightly tailored ads fits consumer needs and ensures that the company will stay competitive.

Real-Time Updates

These ads are updated in real-time, ensuring that the most current and relevant products are showcased to potential customers. This makes a difference when the company is using more advanced techniques like dynamic pricing or displaying stock levels in the ad. By doing this, it is easy to adjust and refresh the ad on the go.

Automated and Scalable

Dynamic ads automate the ad creation process, saving time and effort for marketers. They can easily scale to accommodate large product catalogs without the need to create individual ads for each product. When paired with tools like Cropink, the scale of automation grows greatly. Also, with the tight integration with the product feed, the ads get real-time updates at little to no cost at all, with all ads being adjusted in a matter of seconds, if not faster.

Improved Retargeting

Dynamic ads are highly effective for retargeting users who have shown interest in products but have not completed a purchase. By reminding users of these products, businesses can reduce cart abandonment rates and increase conversions. Also, this type of ad leverages all the data harvested by the social media platform, so the copy or image may be algorithmically perfected beyond the quality available in a typical retargeting campaign. Mastering Meta Retargeting Ads is definietly worth your time and effort.

Cross-Device Targeting

These ads can target users across multiple devices, ensuring a consistent and seamless advertising experience as users switch between their phones, tablets, and computers. This is guaranteed by the all-encompassing ecosystem of social media platforms that offer their products on all available devices.

Examples of Dynamic Ads on Social Media

The theory is simple. The challenge is in pairing the technology with creativity - and that’s where the brilliance unleashes. The examples below are the best proofs.

Fall Haven's

Fall Haven’s ad approaches the topic with an interesting twist - the dynamic ad adjusts itself to the weather outdoors. It shows the same bag in different conditions to ensure the user of its durability.

United by Blue

This ad is an example of precise audience segmentation, using the same image with a different offer and adjusted copy. The company segmented their audience using their most efficient purchasing trigger and later launched the campaign.

Crocs

Crocs used information about the placement of the user to show the nearest shop. With that, it created a sense of proximity to the brand and encouraged visits to the physical location of the shop. The brand also experimented with the color of shoes to find the most appealing one.

Aldi

Aldi is an international grocery brand seen in many countries and reaching multiple customer groups. The company decided to segment its offering by the language of the user, so everyone was reached in their preferred language.

Dynamic Creative Ads in Marketing Campaigns

There are multiple ways companies can use Dynamic Creative Ads. Obviously, the key is in a particular use case—different goals will be applicable for B2B companies, B2C companies, services, and products. Yet among the most obvious and popular applications, one may point to:

• Cart recovery: The company may use dynamic creative ads to encourage the user to return to the shop and finish the purchase after cart abandonment.
• Upsell/cross-sell: It is easier to sell products to existing clients than to new ones. Reaching them with a complimentary offer using social media is a good way to leverage the brand and build loyalty.
• User activation: Users who haven’t interacted with the company for a longer time may be activated using dynamic creative ads. It can be a perfect strategy to remind them of the company’s existence before relevant holidays or periods of the year—for example, the company may advertise their products before Christmas to encourage inactive clients to buy presents there.

What is the secret for creating better dynamic ads on Social Media?

Dynamic creative ads are frequently used by companies to reach both new and existing users. When properly utilized and powered by complementary tools like Cropink, they can work wonders by boosting sales and reducing business costs, especially in the e-commerce sector.

There is no universal secret that works for every campaign, and there are always multiple contributors behind each success, but usually, following the data and effectively highlighting your product’s selling points is the key to success!