Why You Should be Using Facebook Dynamic Product Ads

Maria Breaux
May 26, 2015

Marketers with large product catalogs know it can be difficult to scale and maintain advertising across so many different items. Add a seasonal sale or promotion to the mix, and it gets even more complicated! On top of that, there’s always the question of performance, and how to reach audiences who are most likely to convert.

While search marketers can rely on a combination of dynamic remarketing and shopping ads, social marketers have largely been left to their own devices. Now that’s changing with the advent of Facebook Dynamic Product Ads (DPAs).

DPAs bring together the best of dynamic remarketing and product advertising. They work by displaying dynamic, highly personalized retargeting messages to users who have already demonstrated strong purchase intent based on the products or pages they viewed on your website. This is a great way to automatically promote relevant products from your entire catalog across any device. In particular, DPAs are a powerful tool for advertisers in the retail and travel industries.

For example, let’s say you’re a retailer with a huge product catalog, and you want to reach customers who have already expressed interest in your new summer collection. Using DPAs, you can quickly create dynamic templates that pull from your product feeds. Users who browsed your website (viewing certain items or adding them to the shopping cart) would later see highly personalized Facebook ads promoting relevant products with the latest price, making them much more likely to convert.

Marin clients on our upgraded social platform can also enjoy:

  • Ad previews
  • Performance reporting at the product level
  • A streamlined, four-step workflow
  • The ability to search product feeds
  • Automated budget reallocation

For more information on Dynamic Product Ads, including video shorts and FAQs, visit Facebook.

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