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Although there are many different types of Facebook ads, they can be divided into two main groups: dynamic ads and static ads. You can set each of these types of ads in your Meta Business Manager account.
Both static and dynamic Facebook ads have their advantages and disadvantages, and if you don’t know which one will best fit into your marketing strategy and help you achieve your desired KPIs, this article is for you!
What are static ads?
In a nutshell, static ads are ads that don’t change. However, let’s keep in mind that they are not limited to static creatives. A common misconception is that if you see an ad with video, a carousel, or a moving banner it immediately means that the ad is dynamic. Nothing could be further from the truth! Ads and creatives are two different things in the case of Facebook Ads, and the staticness of the ad material is not equal to the staticness of the ad itself.
To build a static ad, all you need to do is attach creative materials such as text, graphics and video. Based on these, the ad, or variants of it, will be generated (in the case that you have provided different text, headlines, or graphic/video creative formats for it). Basically, however, when you submit your ads for approval, they will look exactly like what is displayed in the Ad Preview section.
Benefits of static ads
- Easy setup Static ads are easy to create because they require neither a lot of technical nor creative knowledge.
- Convenient to control Their content does not need to be changed regularly, so static ads are easy to control and manage.
- Useful for time-limited promotions. If you have a limited number of creative resources, and you want to create an ad for a time-limited promotion – Facebook static ads may be the best solution.
- They work well for small businesses In case your business can’t afford to prepare a wide variety of creatives, or to spend time updating materials frequently – static ads are a good choice.
Disadvantages of static ads
- Lack of personalization of the experience. Static ads lack the qualities of creativity and customization to individual consumers.
- Results may not be satisfactory. Static ads have a relatively lower conversion rate with a high number of impressions.
What are dynamic ads
Depending on the information and resources you provide during campaign setup, dynamic ads will look different. These ads are created based on the behavior of web users, and this in turn means that they can be tailored to very specific audiences. In the case of dynamic ads, what you see in the Ad Preview section will only be a preview presentation for the final product. This is because the images, headlines, descriptions, price and more will change depending on the actions and behavior of your leads on your site or inside the mobile app. In short, your channel where you collect customer data will be used by Facebook to pull information dynamically.
Although dynamic ads on Facebook are most often used in the form of product ads, they can also be used with campaign goals of maximizing mobile app installs and lead generation. In case you want to increase sales of your products, and you have more than five products in your catalog then dynamic ads will be by far the most efficient and effective for you. However, if you have less than five products, you can experiment with Facebook Stores as a supplement to your ad campaigns or build static ads manually using single images, videos or carousel ads.
Benefits of dynamic ads
- More conversions. Dynamic ads generally result in higher conversion rates due to their personalized nature
- Higher visibility Because of the opportunity to interact with this type of ad – users often share the content of these ads or subscribe to the pages to which they are assigned. As a result, they in turn reach further and their visibility is higher.
- Good for building customer loyalty Personalized ads tend to result in greater loyalty to the brand that uses them, as users appreciate timely and relevant content.
Disadvantages of dynamic ads
- Higher price. The cost of creating and implementing appropriate creatives for dynamic ads is high. In addition, these materials need to be updated frequently in order to maintain engagement and meet user needs.
- They require creativity and effort. Dynamic ads require technical, creative and innovative expertise, as well as regular changes to their content. In addition, it takes a lot of time and effort to ensure that users are offered relevant content.
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Dynamic product ads
Since product ads are the most popular and widely used type of dynamic ads, it’s worth digging a little deeper into this topic. Aside from product ads in Google Ads made possible by Google Merchant Center this is because it is one of the most useful channels for generating purchase conversions through online campaigns.
When setting up your first dynamic advertising campaigns, keep in mind that they take a long time to set up and require a relatively high level of technical knowledge. Therefore, it is worthwhile to prepare properly for the process.
How to prepare for publishing dynamic product ads?
If your account is new and you haven’t had the opportunity to use ad campaigns before, first of all you’ll need to configure Pixel Meta to track the events that users make on your site and app. Next, you will need to create a catalog of the products you want to promote through product dynamic ads. You will need to include details such as product price, availability and location.
You will create the catalog from within the company manager. Open Company Settings, then click on Data Sources, select Catalogs and finally Create New Catalog. After completing these steps, you will be able to choose the type of products and adequately name your catalog to make it easier to organize your work in the next steps.
If you are using third-party eCommerce platforms that are Meta partners (e.g. Shopify, BigCommerce), you will need to import your catalog from that platform using the instructions on the selected partner’s website.
If your catalog is already set up, check that everything is definitely ready. You can never be too sure, so make sure that the Facebook Pixel events and parameters are configured, and that Facebook is connected to your catalog in the right way so that when your campaign starts, it can show the most relevant products to the user.
The most relevant products will be shown to the user.
When you’ve followed all the steps above, it’s time to select and create the audience groups you want to target with your ads.
You may be thinking to yourself “Wait a minute, after all, I’ve read so much about how dynamic ads automatically target the right people! Why do I have to define the audience now?”. Well, this is done to narrow down the groups according to the needs defined by our strategy and thus achieve the best possible results. We can use custom audience groups (such as, for example, lookalike groups), target ads to people with specific interests, or create remarketing groups, which are very popular for this type of campaign.
You will create custom audience groups from the ad manager. You can also create audience groups by aspects such as location or interests from the ad group level, at the campaign setup stage.
Get ready, set…GO!
It’s time to create new dynamic product ads on your account! If you have successfully gone through all the steps above, this should not be a problem for you. Choose the right target, catalog and specify targeting. Also remember to prepare copy that will attract customers to your products. Your ad texts should be clear, direct and short, as, like the vast majority of Facebook ads, they will be viewed on mobile devices. The texts should also be consistent with the creative materials and product groups belonging to the catalog, but no one probably needs to be reminded of that ;).
Also consider the appropriate selection of landing pages for your ads. Don’t use links leading to general product pages or the homepage of your online store. You will easily increase the chances of conversions by linking a specific product directly to its page.
Additionally, test different content on CTA (call to action) buttons. It’s not always the obvious “Buy now” that will result in the best results, so it’s a good idea to use phrases such as “Learn more” or “Check out,” even if your goal is to increase purchase conversions.
Test your CTAs.
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With the right creative and ad copy, your ads should resonate with the right people through the Meta advertising system. Be sure to constantly check the relevance of the ads you’re airing so you don’t mislead your potential customers. Through such stumbling blocks, you may lose such customers forever, or face a very long road to rebuilding their trust.
Whether you decide to use static or dynamic ads, however, the most important thing is a well-developed strategy and campaign types that match it. Test different solutions and ad types, as well as different channels, to increase your chances of success.
In a situation where you feel you need help – turn to the experts – such as the Up&More team! We are at your service if you need support in building campaigns that inspire user engagement and maximize conversions on your website, or mobile app.
When you feel you need support in building campaigns that inspire user engagement and maximize conversions on your website, or mobile app.