Meta Dynamic Ads – Catchy Visuals as a Source of Conversions

If one approached Instagram or Facebook with no prior knowledge on the medium, it could be considered a vanity fair of beauty and fashion brands, with consumer electronics appearing from time to time. And actually - this can be the case.

Facebook offers a powerful ad ecosystem, that can leverage the attractive images produced by fashion and beauty industries in every ad creative. One of the most effective ways to leverage these visuals is to use them in dynamic ads.

What Are Meta Dynamic Ads?

Meta Dynamic ads - be that Facebook dynamic ads, or Instagram dynamic ads, are a modern, sophisticated ad solution, that enables advertisers to launch large-scale campaigns across all Meta platforms.

The solution is using a tech ecosystem Meta ads manager provides, so one can create dynamic ad campaigns on the go, without an extensive need for a deep knowledge and tech experience. Also, every dynamic ad campaign is supported by Artificial Intelligence to get the best results.

Despite the ease of usage, Facebook dynamic product ads use super sophisticated tech and algorithm, and are hardly a simple product themselves. If you are interested in getting more details on the product and solution, you can visit our previous blog post about dynamic product ads on Facebook.

How to Create Meta Dynamic Ads That Convert in E-commerce?

Creating the ad creation process is easy. The challenge starts when the company wishes to make their dynamic ads capture the attention, and, even more importantly, their money, is a whole different story, with unique creative elements to be included and multiple factors to be taken into account.

To deliver the Meta Dynamic ads campaign that converts, one needs to remember about:

Setting up the product catalog

The most common, and arguably the most efficient way to prepare a product catalog is to use the product feed. Popular e-commerce solutions like Adobe Commerce (formerly Magento), Shopify or WooCommerce offer the users an automatic feed generation. For more sophisticated use cases, for example dynamic ads campaign, using more specialized tool like Feedink may be necessary.

Implement tracking tools

Tools like Facebook pixel, Google Analytics, and comparable tools can significantly boost the effectiveness of the campaign. In fact, it would be absolutely foolish to run the campaign without setting up the tracking tools - it would be comparable to shooting with having eyes closed. Tracking tools extract the information and provide the feedback from users by analyzing which creation perform better and what copy to use.

Segment the audience

Online store needs to remember, that despite the vast number of the users and customers, all these people are not the same. While it is impossible to target every idividual separately, it is common for the target audience to share qualities, that may be used later in segmentation.

Personalize the content (using the segments)

With the segments being ready, the company can profile the content. Depending on the profiles of users included in the segments, the marketing team may prepare individual ads, aimed to be as effective as possible when reaching particular Facebook users. With the properly prepared segments, this may be way easier, than when having broad audience, with no direct features to use or leverage.

Use retargeting to retarget existing customers

Reaching potential customers is hard and costs a lot of money and effort. Reaching one again is way easier - assuming the company uses the retargeting. Depending on the solutions used, there are multiple possibilities, starting from Facebook advertising, through Google ads and multiple other ads provided by multiple tech companies around the world.

Experiment

Marketing is all about experimenting and tinkering around the ways to reach potential customers. So enclosing around "proven concepts" and "tested strategies" is a short way to stagnation. To maximize the effectiveness, no matter if it is about running dynamic ads or other forms, it is necessary to come up with some fresh idea from time to time.

Taking all these into account is far from easy, yet not impossible, and there are multiple examples of product ads, that show how to approach this challenge. Also, there are industries and niches, where this type of advertising works better than anywhere else.

Instagram and Facebook Dynamic Ads Examples

Brain Sensei

Brain Sensei is a self-learning platform for online project management exam preparations. The company offers courses for individuals and companies, that help to get certified as a professional project manager.

With help of a good dynamic ads, the company managed to boost ROAS by 382%, ad increase conversions by 31%. One of the key elements of ads was showcasing numbers in positive context.

Best Self Co

Best Self Co. is the manufacturer and seller of products that support people in building better habits or improve their lives. These include planners, journals, and decks among others.

The company has leveraged the valentines day to promote the intimacy deck - the set of cards designed for couples to improve the quality of their relationships. A good ad creation supported by a good time of the year has resulted in 11% increase in return on ad spend.

Netflix

The segmentation has a significant challenge - the company needs at least some data about the users to actually start the segmentation. Without that, there is no way to segment the messages. The challenge is even greater, if there is a need for a broad audience targeting.

Netflix has overcome the challenge by simply going broad - the company has shown teasers of the most popular shows right at the moment, and hope that at least one of them will grab the attention.

Headspace

Headspace is a company that supports their users in reaching calmness and reducing stress by relaxation techniques, like breathing or meditation. Headspace used its distinctive art direction to prepare an outstanding and eye-catching ad, so the user gets a glimpse of the product's functions.

Parade Underwear

Parade underwear sells high-quality underwear that aims to provide customers with luxury and comfortable underwear of high quality for a decent price. To showcase the items, as well as the palette of colors, the company used carousel ads.

Patagonia

Patagonia is a renowned outdoor fashion brand, that puts a great emphasis on sustainability and fair trade. In their ads, the company puts a strong emphasis on simplicity of the message.

Glossier

Glossier is a brand that puts a great emphasis on health and care of skin, and make-up being just a following benefit. The company uses dynamic ads to show the variety of colors and further present the product catalog. Simple, yet effective approach.

More interesting examples can be found in one of our recent posts, that show interesting Facebook and Instagram carousel ad examples.

Which Assortment is Worth Promoting Using Dynamic Product Ads?

One of the key advantages of the dynamic ads campaign is the ability to promote products that have attractive visuals. This makes certain group of industries suitable to be effectively promoted using the dynamic ad campaign.

Fashion and apparel

Naturally, fashion and apparel is all about the looks. The industry is renowned for producing attractive images, with fashion photographers being stars on their own. Using these images in ads is a simple, yet effective approach.

Electronics

Electronics are sold not only for the quality of the processors they have - vast number of modern consumer electronics can be considered a fashion nad lifestyle products, with great design and ability to tell a lot about the user. Again, great visuals are a way to effectively run Facebook's dynamic product ads and carousel ads for personal electronics.

Home goods

Home goods are another industry that produces attractive visuals, with renders (or actual photographs) of dream rooms and houses. These visuals are perfect to be used with an ad format that automatically promote the products depicted in the image.

Beauty and personal care

As mentioned above multiple times, Facebook's dynamic ads enable companies to use visuals in an effective way to reach a broad audience. Ad creatives based on photos, visualizations or applications of the product generally work best, and beauty products, that are based on - nothing surprising - beauty, are perfect to be promote using meta dynamic ads.

This type of ads are effective, yet require a good deal of work. Using creative work automations like product ad templates enables even a small team to create thousands of images in a short time, with reduced effort. To further automate the creation process, the company may use tools like Cropink, that source the data from product data feed and insert relevant products into templates, to create even more images in shorter time.

What Mistakes to Avoid in Meta Dynamic Ads?

The image of meta dynamic ads shown above may suggest that running a dynamic campaign using this tool is nothing challenging, but it is hardly true. In fact, there are multiple pitfalls one needs to remember about

Lack of target audience understanding

Even a highly personalized ads don't work if the company has failed to understand the target audience. Lack of it, either by neglecting pieces of information, or misinterpreting them, can be one of the key reasons of failure.

Weak Call to Action

The goal of an online store is to convince the user to perform some action. If the action is stated poorly, or the user just don't know what to do, the ad format loses its advantages.

Not using negative keywords

Natural language is a land of ambiguity that poses challenges for human operators and machine learning alike. Negative keywords can significantly reduce the chance of missed ad exposition and not using them is basically burning cash.

Not preparing variations and A/B tests

With the real-time feedback not using A/B testing is terrible idea - tools like Cropink can support the creative team in delivering thousands of images in just seconds, so preparing additional ones is relatively low effort action, compared to boosts the campaign may see with the optimizations.

Picking wrong metrics

Last but not least - it is tempting to follow "vanity metrics" like number of impressions or CTR, yet they may give an incorrect image of meeting campaign objective (or not meeting it at all). Depending on the goal, metrics may differ, but in the end, one cannot lose the ecommerce store objectives and goals. And these usually orbit around sales and boosting profits.

Summary

Meta dynamic ads are powerful tool, yet it cannot be used in separation from the rest of the tech ecosystem. When supported with a proper set of tools, including product feed management tool and creative automation suite, they may do wonders.