Facebook Broadens Dynamic Ad Options

  • 9 February 2017

Facebook Dynamic AdvertisingFacebooks’ dynamic ads are an excellent tool to show your real-time inventory to in-market buyers. Until now, your audience was limited to potential customers who had already interacted with your website. Now, Facebook is expanding its dynamic ad offerings by allowing you to deliver ads to users who have browsed multiple websites or engaged with content on Facebook looking for a similar product.

How will this work? Facebook’s ad-serving algorithm has added multiple signals and behaviors that will help determine who sees a particular ad. By expanding the retargeting pool, you can expect better performance from your dynamic ads. The updated dynamic ad options offer:

Broader retargeting: The update broadens Facebook’s dynamic ad format beyond basic retargeting. Let’s imagine that you own a car dealership. Instead of being limited to promoting a car to someone who has looked at your website, you now have the opportunity to promote your car to people who looked at similar cars on other sites or followed a Facebook page dedicated to automotive-related content. You can reach these broader audiences of people who have expressed interest in what you’re selling, even if they haven’t engaged with your website.

Improved relevance: By using multiple signals for retargeting, dynamic ads are becoming much better at predicting intent and becoming more relevant. A user could be checking multiple websites for a product, or they maybe clicking content on Facebook that provides Facebook with signals that indicate they may be interested in buying a certain product. Your ad reaches more active shoppers, giving you a greater ROI.

Exposure to new customers: Get your brand in front of potential new customers, in addition to people who already may be customers. You can promote specific products to a buyer who is searching for what you’re selling, but may not know that your business exists.

Benefits small business: In the past, dynamic ads have been most beneficial to big e-commerce companies that drive considerable website traffic. Smaller e-commerce sites have been limited by their traffic, only showing ads to the people who have visited their website. Without that traffic, there are fewer people to reach and fewer ads to be shown. This expansion provides new opportunities to show relevant ads to potential customers since it has broader reach.

But is Facebook dynamic ads right for your dealership? View a case study from one of our automotive clients here. We can get you started with an ad campaign that targets Facebook users when they spend time on the social network. Contact us today.

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