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DYNAMIC ADS
UPDATED FOR 2019

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 P.3
1. INTRODUCTION

P.4
2. WHY FACEBOOK & INSTAGRAM?

P.7
3. WHAT ARE DYNAMIC ADS?
P.9 THE FACEBOOK PIXEL
P.10 THE CATALOG SALES OBJECTIVE AND SETTING UP
PRODUCT CATALOGS

P.13
4. DYNAMIC ADS USE CASES
P.15 DYNAMIC ADS AUDIENCES
P.15 A. RETARGETING WARM AUDIENCES
P.18 B. REACHING A BROAD AUDIENCE

P.19
5. TARGETING VERTICALS
P.20 TRAVEL
P.22 RETAIL
P.24 AUTOMOTIVE
P.25 PROPERTY TIP: Click

P.26
the page numbers
to go straight
to the chapter

6. FIVE TIPS FROM OUR DA EXPERTS

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 1
INTRODUCTION
Facebook Dynamic Ads (DA) is a revolutionary ad product. The
format allows advertisers to reach new customers and generate
conversions from existing ones - faster, more efficiently and at
a greater scale than ever before.

If you’re looking
to take your Facebook
Dynamic Ads knowledge
to the next level,
you’ve come to right place!

This ebook will run you through:

• Why you need to advertise on Facebook and Instagram.
• What Facebook Dynamic Ads are.
• Use Case #1: Retargeting.
• Use Case #2: Broad Audiences.
• Dynamic Ads for specific industries: from automotive, to
tourism, to property, to retail, Facebook has developed
(or is developing) industry-specific dynamic ads
solutions.
• 5 helpful tips from our DA experts.

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Why 2
FACEBOOK &
INSTAGRAM?
FACEBOOK

With over 2.2 billion monthly active users,

whatever audience you want to reach
probably has a presence on Facebook. To
help advertisers fully leverage and engage
this audience, Facebook has developed
some strong advertising solutions for
business in all kinds of industries. These
2.2B
MONTHLY ACTIVE
58MN
AVERAGE TIME
USERS SPENT PER DAY ON
tools and features help businesses like
FACEBOOK
yours reach the right consumers at the
right time.

INSTAGRAM
1BILLION
1 000

900
Instagram’s user base has grown
800
Million of Monthly Active Users

dramatically since the platform’s creation

700
in 2010. With 1 billion monthly active users,
600
Instagram offers a unique opportunity for
500
marketers to reach their target audiences
400
through advertising. The Stories format has
300
become one of Instagram’s central pillars,
200
and biggest successes, with over 500
100
million daily active users as of January 1 MILLION
0
2019. 2010 2011 2012 2013 2014 2015 2016 2017 2018

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 2
INSTAGRAM

And Instagram is a goldmine for businesses.

80%
In fact, consumers expect businesses to be

96% 80%
present and have a voice on the platform -
80% of users follow at least one business
account, the highest rate of any social OF USERS FOLLOW
US FASHION
network. OF USERS FOLLOW
But it doesn’t stop at engagement AT LEAST
- one third of Instagram users report havingAT LEAST
BRANDS ARE ON ONE BUSINESS
INSTAGRAM ONE BUSINESS ACCOUNT
purchased an item they first saw on the
ACCOUNT
platform.

The exciting thing is, if you’re already

running ads on Facebook, you could
be fully leveraging Instagram in no
time! Not only do you not require an
Instagram for Business account to start
running Instagram ads (you only need
a Facebook Page), in one click you
can also use mixed placement to run
the same Facebook Dynamic Ads, for
example, on Instagram too!

1B
MONTHLY ACTIVE
53MN
AVERAGE TIME
USERS SPENT PER DAY ON
INSTAGRAM

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 THE MORAL OF THE STORY

YOUR CUSTOMERS
ARE ON FACEBOOK
AND INSTAGRAM,
SO YOU NEED
TO BE TOO!

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 3

WHAT ARE
DYNAMIC ADS?

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Dynamic Ads on Facebook and
Instagram automatically promote your
inventory to people who have expressed
interest on your website, in your app or
elsewhere on the Internet.
In terms of form, they look exactly like
other single image ads, carousel ads or
3
collection ads on Facebook and Instagram.
However, instead of having to individually
create an ad for each item or offer you
are promoting, with Dynamic Ads you can
create an ad template that automatically
draws on images and details from your
catalog.

A Product Catalog hosts one or several product feeds. A feed is simply a list of products
matching the products available on your website or mobile app.

FEED

PRODUCT CATALOG

Product set 1 Product set 2

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The 3
FACEBOOK PIXEL
Dynamic ads can’t do their job without the Facebook Pixel
correctly installed on your website.

The pixel is a piece of code for your website which (once correctly installed), allows you to
measure cross-device conversions, deliver your ads to people most likely to take action,
generate Custom Audiences from website visitors and much more.

For more information download our expert guide to installing the Facebook Pixel .
We also provide a Pixel installation service for clients. Don’t have the necessary technical
skills in-house to install the pixel properly? We can take care of it for you!

DOWNLOAD OUR
COMPLETE GUIDE

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THE CATALOG SALES OBJECTIVE
AND SETTING UP PRODUCT CATALOGS
CATALOG SALES
OBJECTIVE
When you create a Facebook ad
campaign, one of the first things you’ll
be prompted to do is select your
objective. Objectives help the Facebook
algorithm to refine delivery and
performance based on the goal you
are trying to drive. These are available
throughout the full funnel, to help you
drive sales from awareness, through to
consideration and conversion.
For e-commerce and retail
advertisers that sell a variety of
products and frequently update
their product catalogs , the
Catalog Sales objective is a must.
REACH US AT makemereach.com
3
SETTING UP YOUR
PRODUCT CATALOG
To make the most of Dynamic ads, it’s a
must that you have your product catalog
and feeds correctly set up, and that you
keep them regularly updated. Setting
up your product catalog will require
you to match the various attributes of
your products against the identifiers
set up by Facebook, including product
identifier, title, description, availability,
and so on.
You can use Facebook’s Catalog
Manager tool to set up your
catalogs.
GO TO INDEX p 10/27
MAKEMEREACH + LENGOW
3
Here at MakeMeReach, we’ve just made it even easier for our customers
to fully leverage the power of Facebook Dynamic ads.
Our partnership with Lengow ensures our clients can leverage a top-class feed
management solution, together with our own advanced adtech platform.

With Lengow, you have the opportunity to automate and centralize your product feeds and
automatically distribute your catalogues across each channel and country you target.
This will save you manual effort and ensure you’re working with an organised and well-
structured product feed. By using a feed management platform like Lengow, you can
guarantee that your feed will always be synchronised with Facebook.

INTERESTED IN FINDING OUT MORE? CONTACT US

Your feeds must contain nine attributes that all types of products have in common:

A unique chain of letters and digits that identifies each

ID
individual article. The maximum number of characters is 100.

GTIN (Global Trade Item Number)

MPN (Manufacturer Part Numbers) or

OR (Manufacturer Brand Name): You must provide at least one of
BRAND these three values.

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 3
You’ll need to provide one of the accepted values for each of
your articles - ‘in stock’, ‘out of stock’ ‘preorder’ or ‘available
AVAILABILITY
for order’. This data is very important, to avoid your Facebook
Dynamic ads featuring products no longer in stock.

Accepted values include ‘new’, ‘refurbished’ or ‘used’. Note that if

CONDITION
your product is new, the brand and GTIN fields are mandatory.

Give your product title. The maximum number of characters

TITLE
allowed is 100.

While the maximum number of characters available here is

5000, only the first 30 characters of your description will be
DESCRIPTION
published. The other characters will be used by the Facebook
algorithm to determine the relevance of your product.

Accepted formats: GIF, JPEG, PNG, BMP and TIFF. Make sure you
check the ideal image sizes based on the ad formats you
IMAGE_LINK
want to run on Facebook. For carousel ads for example, images
with 600 x 600 pixels are recommended.

The URL to your online store, which should lead a user directly to
URL_LINK
your landing page.

You’ll need to specify currency using a three letter code (e.g.

GBP) instead of symbols (e.g. £). Make sure the price indicated
PRICE
in the feed corresponds to the price shown on your
landing page!

There are other, optional fields that you can add to your products to better qualify them, such
as: additional_image_link, color, material, sale_price, expiration_date, product_type,
gender. Ensuring your feeds are as complete as possible will give you better chances of
success with Facebook Dynamic ads.

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 4

DYNAMIC ADS
USE CASES

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 4
WITH DYNAMIC ADS, YOU CAN:

A. B.
RETARGET PEOPLE OR USE BROAD AUDIENCE
WHO HAVE TAKEN AN ACTION TARGETING TO REACH PEOPLE
ON YOUR WEBSITE OR APP WHO MAY NOT HAVE VISITED
YOUR WEBSITE OR APP BEFORE

BENEFITS
The ‘dynamic’ part of the name means Dynamic Ads change based
TAILORED
on continual analysis of the prospect’s data profile, showing the
TO INDIVIDUALS
specific items they have viewed or ones relating to their interests.

UPDATE Dynamic Ads automatically evolve as your knowledge

AUTOMATICALLY of the customer does.

Today, people can often start searching on one device, and

FOLLOW NON-LINEAR
complete a purchase on another. Facebook Dynamic Ads gather
BUYING PATTERNS
information from all touch points.

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Dynamic Ads 4
AUDIENCES
A. RETARGETING WARM AUDIENCES
Retargeting is digital advertising which specifically targets shoppers who have already
visited your website. It’s a crucial element in your marketing and advertising strategy - these
are people who have already engaged with your business and shown a level of intent to
purchase in the past. They’ve effectively qualified themselves as a potential customer, and
have left a ‘digital trail’ in their wake. Using this trail, and the clues they have already provided
you about their preferences and interests, you’re now able to continue the sales ‘conversation’
with them rather than starting from scratch.

LEVERAGING BEHAVIORAL INFORMATION

Dynamic Ads use behavioral information about users to determine which products should be
featured in the ads they receive in their feed. The format allows you to retarget people who
have yet to convert, but who have entered your conversion funnel.

Added to that, Dynamic Ads are fully cross-platform, allowing advertisers to retarget their
users across the board - from iOS and Android apps, to desktop and mobile web.

ANDROID DESKTOP iOS

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 4
HOW DOES DYNAMIC ADS RETARGETING WORK?

BUY

BUY
BUY
A shopper browses a number of products on your site,
but leaves without making a purchase.

A tracking pixel
captures the shopper’s
browsing data and
let’s Facebook know
which products were BUY

viewed and what

other products should BUY
BUY

be recommended in
retargeting.

BUY

BUY
BUY

The same shopper later sees an ad in their Facebook News Feed,

with one of the same products they had earlier looked at or another similar one.

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Dynamic ads can help you track user interactions with your products.
4
At least three conversion funnel events must be fired by your site
to create successful retargeting campaigns.

VIEW CONTENT ADD TO CART PURCHASE

20-30 Y.O.
CPA : €35.543 9,63%
3,425 20,9%
717
CPA: €7.01 CPA: €33.47
VISUAL #1

20-30 Y.O.
CPA : €54.897 7,38%
4,050 22,1%
894
CPA: €5.93 CPA: €26.85
VISUAL #2

20-30 Y.O.
CPA : €40.986 9,29%
3,809 22,0%
839
CPA: €6.30 CPA: €28.61
VISUAL #3

VIEW CONTENT ADD TO CART PURCHASE

Initiated when a visitor
views a product page on
your store, you’re then
able to show them the
same product again
to encourage them to
take another look at the
range.
If a customer added a
product to their cart on
your website, but didn’t
purchase it, you can
show them ads of those
same product(s) to incite
them to finalize the
transaction.
Once a customer has
bought a product, you can
show them ads with similar
products or anything else
that might be valuable to
them based on previous
purchases.

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 4
B. REACHING A BROAD AUDIENCE
The brilliant thing is that Dynamic Ads aren’t limited to just retargeting! They can also
present an opportunity to expand your audience beyond your website visitors. By choosing
a broad audience with DA, you have the opportunity to find new customers in addition to
your identified audience.

Instead of reaching an audience based only
on users that have entered your conversion
funnel by visiting, browsing or even
purchasing products on your website, you
can choose to target a broad audience.
This means not specifying a specific target
audience or interest when creating your DA
campaign.
This way, you leverage Facebook’s algorithm
to find potential customers who have been
browsing similar products to those in your
catalog. That will allow your ads to reach
people that Facebook identify as more likely
to be interested in your products, as well as
people who have already interacted with
products in your catalog online.

If you aim to reach new audiences, target a broad audience instead of only the users who have
browsed your product and visited your website. This could turn out to be a cost-saving and
efficient solution.

Combining both broad audiences and retargeting with Dynamic Ads

ensures you have both prospecting and re-engagement covered!

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 5

TARGETING
VERTICALS

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 5
TRAVEL
Travel businesses have the unique challenge of managing products and services where prices
change frequently based on availability, promotions, packages and other factors. It’s a
specialized sector where Facebook decided to rework the regular structure of Dynamic Ads
to provide a verticalized solution meeting the needs of travel businesses.

Given the nature of travel, the feeds

submitted for Travel ads (formerly
called Dynamic Ads for Travel) include
some different fields like location, type
of accommodation and star ratings,
for example (to replace attributes like
size, color and material).

Leveraging these additional attributes,

travel businesses can bundle together
similar travel offers into a product set,
such as “Hotels for couples with 5 stars
in Bali”. Facebook travel ads includes the
subcategories Flight ads and Hotel ads.

LEARN MORE ABOUT FACEBOOK TRAVEL ADS

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TAP is the leading Portuguese airline. Its Lisbon hub is a key European gateway at the
5
crossroads of Africa, North America and South America. TAP’s social advertising strategy
has two main objectives: boost online sales of flights with a low load factor and promote
Lisbon and Porto as stopovers for long haul flights to different world destinations. To answer
both objectives, they needed to leverage an efficient retargeting format. Dynamic Ads for
Travel (DAT) was that format.

After only one month, the results of the TAP

Travel Ads campaign were very promising
and showed the great value of this ad format
developed specifically for the travel industry:

50% LOWER
CPA
In the Portuguese market, thanks to
using dynamic ads compared to previous
website conversion campaigns run earlier.

33% LOWER
CPA
For a trip with a stopover in Portugal.

x5 SALES
For trips from or to Brazil comparing
May with June.

António Catarino, Marketing & Communication | Digital Marketing

“Since we started working with MakeMeReach, our work has been much easier with constant
help from the support team, who regularly provides us with new ideas and tips on how to improve
the performance of our campaigns. The MakeMeReach dashboard and design are very user-friendly,
making the platform the perfect tool to achieve effective advertising performance, quickly.”

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TRAVEL > Trip Consideration
5
Facebook is now able to offer a full-funnel solution for travel advertisers, with a product
introduced in 2018 - trip consideration. The solution helps expand the reach of travel
audiences and enables Facebook advertisers to deliver static ad creative to people with
travel intent. Advertisers can provide a specific creative to display, and Facebook will
optimize ad delivery to people who expressed interest in travel, but have not yet selected
a destination. > Learn more about trip consideration

RETAIL
Dynamic Ads for retail continues to be tested
by Facebook and is a beta product available
to select advertisers. OVER HALF

49%
OF THOSE
TAKE PLACE
Facebook reports that 49% of in-store ON MOBILE
purchases are influenced by digital
OF IN-STORE PURCHASES
interactions. And over half of those take ARE INFLUENCED
place on mobile. BY DIGITAL
INTERACTIONS

That presents a big opportunity for retailers, but

for more traditional brick-and-mortar traders it
can require a strategy pivot. For these established
players, a change in strategy is required to reach
people on mobile, showcasing products and
ultimately selling more in-store.

Facebook Dynamic Ads for Retail aim to help

retailers to do exactly that. Working in combination
with the Store Traffic objective, Dynamic Ads for
Retail enable retailers to drive in-store traffic
with creative that is dynamically added from
product catalogs. This is based on the user’s
location and interest history.

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 5
STORE TRAFFIC OBJECTIVE

The Store Traffic Objective is an extension of the

Local Awareness objective and introduces store
visits as the primary reporting metric and a new
optimisation model.

Store traffic optimization helps advertisers

reach people more likely to visit their shops,
in order to decrease the reported cost-per-
store visit. This objective also includes improved
geo-targeting, allowing advertisers to define a
targeting radius based on population density and
desired reach. Dynamic ads for retail leverage the
Store Traffic Objective to take advantage of this
new optimisation model and more powerful geo-
targeting features.

Interested in learning more about retail-specific ad formats across networks?

Download our dedicated retail ads guide and learn:
• How Facebook Store Traffic and the MakeMeReach ‘Franchise Feature’ can help
drive traffic to your stores.
• How offline conversions on Facebook and Instagram help retailers measure the
real-world effects of their advertising spend.
• What Google Shopping is and how it can help you reach
qualified prospects.
• Recent new Snapchat features for retailers.
• Niche audiences engaged on Twitter and why this network is
particularly interesting for retailers.
• Other ad formats and targeting options across Facebook,
Instagram, Google, Twitter and Snapchat.

DOWNLOAD OUR
COMPLETE GUIDE

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 5
AUTOMOTIVE
A July 2018 study commissioned by Facebook found
that 63% of people discover new automobiles
online, and 53% actually decide on new
automobiles online. Given this trend, Facebook has
developed a solution to help automobile advertisers
tap into people’s search habits.

Recently rebranded as Automotive Inventory Ads,

this form of Dynamic Ads created specifically for the
automotive industry now has added retargeting
capability. The enhancements now provide
automotive advertisers with the ability to retarget
visitors to automotive pages throughout the
internet, and not just their own site.

> Find out more about Automotive Inventory Ads

Our Automotive case studies:

Hyundai France & the MakeMeReach Franchise Feature

Hyundai France collaborated with Socialyse and MakeMeReach
to effectively reach people around their local dealers on
Facebook during Open Days.

Facebook Lead ads drive results for Toyota

For a few years now, Facebook Lead ads have been a star ad
format for automotive advertisers. Our agency client Socialyse
worked with Toyota to deliver some great results.

Kia Niro: an unusual animal in the auto kingdom

Leveraging the Facebook Carousel ad format to sell a new
‘hybrid’ vehicle.

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 5
PROPERTY
With Dynamic Ads for property, advertisers can leverage cross-device intent signals to
automatically promote relevant listings, with a unique creative each time.
This variation takes a realtor’s home listings and converts them into ads that will appear in the
Facebook and Instagram feeds of people who are actively looking for new homes. Each home
listing that a realtor uploads includes an image of the property, as well as its address, price
and availability. It can also include information like the number of bedrooms and bathrooms,
property type, whether it’s for sale or for rent and whether it’s a new build.

Fotocasa is one of Spain’s largest real estate companies. The company offers a market-
place that specializes in buying, selling and renting second-hand housing, as well as newly
built houses and vacation rentals. In Spain, Fotocasa has the largest real estate listings
website.

3x LESS COST PER INTERACTION

INSIDE THE APP WHILE USING
DPA

30% LOWER CPI

THAN OBJECTIVE

REDUCED TIME IN AD CREATION

WHILE USING DPA

Mireia Seoane, Search & Online Marketing specialist Fotocasa

“MakeMeReach and its DPA campaigns has allowed Fotocasa to significantly optimize the
downloads campaigns, offering us the lowest costs ever and maintaining high levels in terms of
quality users. Powerful technology and customer service is the best combination to help the
advertisers to get the best results. ”

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5 TIPS 6
from our DA experts

If you are running ads on Facebook today,

Dynamic Ads are a must! DA will help you
take your campaigns to the next level,
from both an acquisition or retargeting
standpoint.
MANUEL ROY FABIO CORTÈS When running Dynamic Ads with
Head of Client Key Account Facebook, here are some tips on how to
Services Manager improve performance:

1 Don’t retarget users forever. The urge to buy diminishes over time, and if it’s been a
while since a customer viewed an item there is probably a reason for that. Maybe they
have bought elsewhere or are no longer interested. As a rule of thumb, we’d recommend
retargeting a user for a maximum of 30 days after their initial visit.

2 Use the product level performance report on MakeMeReach, in order to adjust the set of
products you’re advertising. This will allow you to exclude products which are dragging
down your performance, or create campaigns only advertising your best sellers.

3 Before creating any campaigns, make sure that you have a strategy for the different
steps of your funnel. Ensure you have a clear plan for driving prospects down the funnel
to purchase.

4 If your website/app has a significant amount of traffic, try splitting the remarketing
audiences depending on the last time the user fired the pixel event of interest. This will
allow you to place a higher bid on the audiences who have recently seen the products
and adapt the message for people who saw certain products a long time ago.

5 Don’t miss the chance to retarget the people who have already bought a product
from your website/app. Dynamic Ads allow you to cross-sell your products - once a
client has bought one of your products you can retarget this person with an additional
product which complements the first one they bought.

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READY
TO TAKE YOUR
ONLINE ADS
TO THE NEXT
LEVEL ?
GET A DEMO

.com
contact@makemereach.com

Preferred partner for online ad campaigns management of +4000 companies worldwide since 2009