How dynamic ads work across Meta and Google
Education

8/28/2023

How dynamic ads work across Meta and Google

A guide on how dynamic ads work across ad platforms.

Overview

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:

  • Dynamic Creative - Uses a combination of assets, headlines and descriptions to create multiple ad variations
  • Product Catalogue & Shopping Ads - Uses your website product feed to create ads, optimising based on search demand, user behaviour, website interactions and other factors
  • Dynamic Search Ads (search engines only) - Uses your target website pages to serve ads against relevant searches

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:

  1. Assets (images and video) - What images and videos are you going to use to create all the different ad combinations? Within most platforms you can upload 15 unique assets that will be used to create your ads.
  2. Headlines - This is the main value proposition of your campaign, whether you are looking to sell a product, get someone to click through to your website, or fill in a form, you need to convince them that they should interact with your ad. Some example of headlines include:
  3. Descriptions - A description allows you to further expand on the headline of your ad so you can include extra information about the product, service or message that you are conveying to the user.
  4. Call to action - This is the action you want the user to perform and is usually a ‘drop down’ within the ad platform. Some examples include Shop Now, Learn More, Book Now and Download.

Dynamic Creative have a number of benefits which include:

  • You can create hundreds of combinations that are then served against your campaign audience (think of it as automatic A/B testing)
  • You don’t have to manually create each ad on a design program such as Adobe Photoshop or Canva, and can quickly create all the different variations that fit the various mediums on the platforms
  • You can quickly understand what types of messaging is resonating with your audiences and refine in future campaigns. This can be done by pulling a report and seeing which assets, headlines, and descriptions are leading to the best results.

However there are a handful of limitations such as:

  • You don’t have control over the ‘look and feel’ of every single ad, as this is rendered by the advertising platform.
  • You need to make sure that all of your ad content can play nicely together. Talking about different products or services within the same dynamic ad set could lead to confusion and mixed messages.

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.

Dynamic Ads on Kepla

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:

  • Dynamic Creative (All Channels)
  • Product Catalogue & Shopping Ads (All Channels)
  • Dynamic Search Ads (Google Only)

Dynamic Creative

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.

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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.

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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.

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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”.

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You can also manually input pages by copying and pasting them into the field above. And that’s all that needs to be done!

Summary

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.

Dynamic Ads on Facebook

There are two types of dynamic ads you can use on Facebook:

  • Dynamic Creative
  • Product Catalogue (shopping ads)

Dynamic Creative

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.

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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.

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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.

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Dynamic Ads on Google

There are three types of dynamic ads you can use on Facebook:

  • Responsive Display
  • Product Catalogue (Shopping)
  • Dynamic Search Ads (Search)

Responsive Display

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).

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Google Shopping

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:

  • Performance Max (Google’s new campaign type)
  • Smart Shopping
  • Standard Shopping
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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.

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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.

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The End!

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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