A guide on how dynamic ads work across ad platforms.
There are a number of dynamic ad formats that marketers can use to promote their products, services and messaging to their audience. Some of the common formats include:
In particular, the dynamic creative format has been around for a while, helping advertisers create hundreds of unique variations of ads within a single campaign. All you essentially need is a handful of elements which are:
Dynamic Creative have a number of benefits which include:
However there are a handful of limitations such as:
Let’s break down what dynamic ads look like in each platform and how you can get the most out of them for your next campaign.
We’ve made it incredibly easy to create dynamic ads within Kepla. You can run all dynamic formats and create campaigns in just a few clicks:
All you have to do is fill out your messaging and upload your assets in order to simultaneously create campaigns across Facebook, Google and Tik Tok.
You can see all the different ad variations in our preview tool and tab between each channel to see how they look in all the different platform mediums.
Product Catalogue & Shopping Ads
In order to product catalogue ads, all you need to do is select ‘sales’ objective at the start of the campaign creation, and you’ll be able to select the product sets and categories you want to run a campaign for.
You’ll be able to input relevant social ad text and descriptions which are optional to run across Facebook and Tik Tok.
Dynamic Search Ads
To create dynamic search ads on Kepla, just select the categories and pages that you think are relevant to the searches you want to target, or create a ‘rule’ which will use pages based on the criteria you’ve created.
For instance, if you wanted to run ads across all of your product pages, your rule could be: URL contains “products”.
You can also manually input pages by copying and pasting them into the field above. And that’s all that needs to be done!
Having the ability to create multiple dynamic campaigns in a single process saves you a bunch of time. Instead of having to go setup and configure each campaign separately, you can launch and manage your different ad variations inside a single platform across all channels.
This is also particularly useful for reporting, as you can better understand the messaging that’s working across Facebook and Tik Tok, compared to what’s working on Google Display, Shopping and Search.
There are two types of dynamic ads you can use on Facebook:
In Facebook Ads, you can add images. videos and slideshows to create the ads, and optimise the creative for each person. This uses Facebook’s knowledge on individuals who are shown your ads, and determines what is going to resonate the best with that certain user.
You can add multiple variations of ‘primary text’ which goes above the image or video within your ad, headlines, description, display link and a call to action.
Product Catalogue Ads
Product Catalogue ads are great for remarketing to existing customer audiences, website visitors or using interest based targeting for potential new customers.
All you need to do is create a product catalogue feed in Facebook’s ‘Commerce Manager’. This can easily be done through their direct integrations into Shopify, WooCommerce and more.
When creating a campaign, you can then customise the primary text, headlines and descriptions. Facebook will then pull relevant product information through to create the ads.
There are three types of dynamic ads you can use on Facebook:
Similar to ‘dynamic creative’ in Facebook, this ad format allows you to add a bunch of images, videos, headlines and descriptions to create all the different ad variations that Google serves across their ad inventory network (display, YouTube, Discover and more).
Google Shopping allows you to create and serve dynamic product ads across their entire ad network. There are a number of campaign types that you can setup to create shopping ads, which include:
For these campaigns, you’ll need to set your bid strategy, locations, audiences and other settings when going through the setup process.
Dynamic Search Ads
You can create dynamic search ads which uses Google’s crawl of your website to identify which searches to serve ads against. You can select the different categories it recommends or input specific pages of your website.
It will then use the meta title and other information to dynamically generate the headline and all you have to do is enter in a couple of descriptions. Note that you need to make sure your descriptions are related to the target categories you’ve select above, otherwise you may get ad variations that don’t make too much sense.
If you’d like to know more about how to use dynamic ads or how they work within Kepla, get in contact below and we’ll guide you through the process on how to setup and run a dynamic campaign.
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