Facebook Dynamic Ads: How To Use Them To Drive A Better ROI Than Any Other Channel
Facebook Dynamic Ads are the first - and sometimes the only - opportunity to make a good first impression, when you're trying to attract fresh audiences on the platform. Therefore, making those ads, compelling and relevant, is highly essential to your social media marketing campaign.
So, why don't you scale a regular ad unit, and add more content to it?
Let me explain that…
In a regular ad unit on Facebook (or anywhere else, for that matter) there's a limit to the amount of content that you can put in it.
But with Facebook Dynamic Ads, you can display 3-5x more content, in the same amount of space, on both mobile and desktop feeds.
Well, what's the big deal about them?
Facebook is the only company that offers this. In other words, you get this feature on both Facebook AND Instagram. Major brands like AliExpress, eBay, Target, etc. have been using this advertising structure from the beginning. They still use them because they generates a lot of sales for them.
Also, they have glowing reviews about this too.
Facebook has published a case study about Jewelscent - a retailer of fragrance and beauty products - which revealed that by using multi-product ads, the brand reduced its cost-per-click rate by 3x, and invested less to drive more visitors to its landing pages.
Also, major brands like Target and Shutterfly reported a 20% increase in conversions and click-through-rate with Dynamic Ads, compared to other ad formats they’ve tried and tested.
Having more content (i.e.,images, links) inside a single ad gives a marketer the ability to achieve different objectives within a small window. For example, media brands get to showcase different stories in a single ad unit rather than creating multiple ads to promote each of them.
But why choose standard when you can have custom, right? Here are some unique ways of targeting audiences with Dynamic Ads…
Utilize User-Generated Content.
Ads with user-generated content have received far greater engagement than average ads, and it'll give you a better chance at conversions.
In fact, ads with user-generated content were reportedly had a..
- 50 percent lower CPA (cost per acquisition)
- 50 percent lower CPC (cost per click)
- 300 percent higher CTR (click-through rate)
The best way to promote your business or brand, is by demonstrating how real people get value from using your product/service/offer.
You can even use images that were submitted by your customers for your advertising campaign.
Explain a process/different steps.
One of the flaws in the default Facebook ad, is that you have to outline steps or a process in the written copy. That’s because you can only use a single image, and so marketers have to resort to written words to fill the gap, which may not be the best option considering the character limit.
With Facebook Product Ads and multi-product ads, you can explain steps, or a process via visuals.
For example, Australian Institute of Business gives a perfect explanation of what people need to do, in order to earn an MBA in 12 months, by showing the 4 steps of the process, using a multi-product ad.
Also, given that you can put different links into the CTA of each image - or the same one for all of them - it's ideal to explain things, such as;
- Steps to sign up for a service
- Process to take part in a competition
- Steps to take advantage of a holiday discount
Just make sure to write a unique description and headline for each image in the step. Another thing you could do, is use a bigger font for the call-to-action used in the last step.
Promote your culture.
Having a culture within your brand / business is very important, as it results in better productivity and employee motivation, as well as other branding and positioning benefits.
But have you ever thought of showcasing your culture through Facebook ads?
- Images of your employees having fun (can also be used as user-generated content)
- Images of your customers having fun (can also be used as user-generated content)
These images will increase people’s awareness of your brand/business. If they see what's happening inside of your company, and what kind of a culture that they’re going to be a part of, they'd want to know more about different aspects of your brand, thus increasing the chance of a conversion.
Create a catalog with striking images.
Do you have a unique product line, or different varieties of the same product?
Then you can use multi-product ads to showcase them in more detail than plain Facebook ads. All you have to do is group items together while creating an ad.
However, this tactic isn't just for ecommerce stores. Businesses in every industry can take advantage of catalogs with multi-product ads.
For example, if you’re selling real estate, you can create a catalog that highlights different attractions around the property you’re promoting. Attractions include nearby beaches, parks, restaurants, shopping malls, etc.
Showcase various locations in the area.
To be specific, multi-product ads can be used to promote various locations - i.e., a city. The first question anyone would ask while researching a city is where to go - whether for a meal, a walk, a night out, etc. Likewise, people in a particular area might be searching for restaurants in that area.
So, instead of showing them one place related to a city, or recommending a single restaurant through a regular ad, why not display a couple of more options in both cases?
Offer deals, promos and discounts.
Another way to use multi-product ads is to include content that are related to deals and discounts. Don’t have to spend time creating multiple ads for multiple deals. 3-5 offers can just be advertised in a single unit.
This is an ideal way to attract audiences who are looking for specific deals within a brand.
For example, someone might not be interested in a 10 percent discount on a 3-day subscription to a service, but could be motivated to click-through the ad when they swipe left and see a 30 percent discount on an annual subscription to the same service. Or it could be the opposite case as well.
Also, you could promote seasonal deals and discounts with a relevant theme. For example, a chocolate brand can promote deals and discounts for different types of chocolate during the Christmas season or Valentines' day. They vary the discount given on each chocolate.
Always give as much options as you can to your prospects – you'll never know what might tempt people to check out your offerings.
Showcase progress with a time-lapse canvas.
Companies that target mobile users, such as mobile game development companies, have used “a flipbook” to showcase the player’s progress when they reach different levels. This was - and still is - very popular among those brands, and have attracted a lot of users, due to the anticipation it builds within the audience's minds.
You can also create a canvas of different upgrades a player can get by collecting points/completing objectives.
Facebook Dynamic Ads and Multi-product ads provide marketers to have more real estate within a regular ad unit. You can leverage the tips mentioned above to increase engagement and conversions, and drive more traffic to your landing pages.